Opinion

Is owning one word the new litmus test for a good brand? Joe Hewitt discusses Specsaver’s recent trademarking win and explains when brands should – and shouldn’t– take a one-word approach to verbal identity....

Marvin “Popcorn” Sutton was a famous moonshiner from around the Misty Mountains of Tennessee. He was known for his overalls, scraggly beard and talent for making corn-whiskey from an illegal copper still. He refined,...

Audio branding builds brand value. Your brand deserves a coherent system of sound and music created specifically to convey its values and advantages of your brand. Your brand can make every touchpoint a relationship-b...

In October 2015, the Hewlett-Packard Company announced its intention to split into two separate entities, signaling the largest corporate demerger in history. Siegel+Gale defined a new brand experience for the spinoff...

Our colleagues in our North America, Asia and European offices all agree that we seem to inhabit a new kind of business world where disruptive seems to be the new normal. Challenger brands are snapping at everyone’s h...

Change requires courage. But during times of significant change, courage is in high demand and short supply, as unimaginable complexity comes into sharp relief. Times of change bring with them new leadership, new tale...

What does ‘change’ mean for nonprofits? Organizations that are committed to change in a way that, arguably, nobody else is? Their work is the embodiment of change. They change the lives and circumstances of people in...

Getting the internal brand right is a challenge for brand developers and managers. Employee engagement expert Ben Watson discusses flexibility, setting clear objectives and getting the tone right when communicating in...

What lessons can we learn from successful, heritage brands like Coke, and new players like BrewDog?, asks Christian Cook The most successful brands are not just about...

Sales of vinyl records are soaring and Millennials are out chasing Pokémon, as the past and the future collide, how can brands build a bridge between the digital and physical? Simon Massey, global CEO at the Gild...