Life at Siegel+Gale

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Siegel+Gale

A glimpse at life in our global offices.

Marketing

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Presentation: The Evolving Patient Journey Presented by: Meredith Ressi, VP, Multichannel Marketing Solutions, Decision Resources Group Healthcare communications today require an understanding of the complexity of patient decision making and how patients navigate the health system to get the care they need. What are the emerging trends in patient engagement, and how does channel reliance vary along the treatment continuum?

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Few would argue the importance of delivering a quality patient experience, but how do you determine where improvements would have the greatest impact? Siegel+Gale's Rolf Wulfsberg, PhD, Global Director of Quantitative Insights, shares a unique analysis of patient experience data from a national study of hospital patients. + Gain insights into the findings of our recent PinPoint™ study that examined the experiences of 500 hospital patients nationally + Learn how it is possible to segregate the impact of different touch points on the overall patient experience + See patient experience strategy maps that help inform investment decisions + Understand how the drivers of patient acquisition differ from the drivers of retention (e.g., word of mouth recommendations to others) + Learn some specific steps that can be taken to improve the hospital experience Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart."

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Think about the importance of one right word. Brand names are often just that … one word, like Apple. When it comes to developing brand names, one or two right words count most. One might think that brand names should come easily. Richard Branson just trusted his instincts when he came up with the Virgin name while drinking with a group of fiends in a pub. But what’s the best way to get the best brand name? And, how do you know it’s the best? Is there some sort of formula for success? Truth is, creating brand names is more than an art than a science, but there are strategic best practices that a good marketer should follow in order to increase the likelihood of success when creating a new brand name.

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Brands are made for and by humans. Their greatest wish is to connect with humans. So why do they find it so difficult? From jarringly chirpy digital, social & mobile experiences to misguided content marketing efforts, brands’ (and, let’s face it, agencies’) attempts to ‘be more human' often make us cringe. And now, algorithms and big data means brands know more about us than ever before, and with this their opportunities to ‘act human’ have multiplied exponentially. But in many cases, their brand building efforts are failing: either to be convincing or in adopting the right aspects of humanity. And in so doing they become clingy, nosey or just plain creepy. So brands face a paradox: the more they try to be human, the more they risk alienating the humans they so want to connect with. So can brands be ‘more human’? Or more importantly…should brands be more human?

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Na Huge, ao analisar o histórico de interações com uma marca em seus posts, conseguimos auxiliá-la em uma comunicação online mais assertiva e menos arriscada. Nesta apresentação, vamos mostrar como é possível traçar padrões de reações sobre determinados temas e minimizar os riscos para equipes de PR e community management. Apresentação realizada por Maristela Vasconcelos, Creative Planner, e Renan Dayube, Data Strategist, na Social Media Week SP, em 12 de setembro de 2016.

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This presentation, delivered by Jacques Pavlenyi of IBM, was part of "The Consumerization of B2B Marketing" event held May 21, 2015 in La Jolla, organized and hosted by SoCal BMA. The forces that are buffeting entire industries are buffeting the practice of marketing as well. The large influx of Millennial workers weaned on social media, smartphones and tablets powered by cloud delivered apps is having a profound effect on B2B purchase behaviors. Think of it not just as the consumerization of IT (as Gartner research calls it) but also the consumerization of B2B marketing. Jacques Pavlenyi lead the discussion of these forces, and how: - information consumption patterns of decision makers are shifting. - non- traditional influencers wield more power - the traditional funnel is being upended and compressed by the cloud, from Discover-Learn-Solve-Compare-Try-Buy-Adopt to simply Try-Learn-Upgrade. - the application of Marketing technologies and analytics can make actionable sense of that seething mass of data.

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In the spirit of International Women’s Day, as Global CMO of Siegel+Gale, I thought it would be intriguing to ask a sample of top female B2B marketers one question: “What’s the #1 brand challenge facing B2B companies today?” This question elicited thought-provoking responses. It is fascinating to hear from these 17 women, who come from a variety of industries including technology, healthcare and financial services.

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In this presentation, Rolf Wulfsberg, global director of quantitative research at global strategic branding and customer experience firm Siegel+Gale answers the following questions critical to CMOs and brand managers: - What is fact-based branding? - What is the compelling truth of your brand(s)? - How can you predict ROBI in advance of implementation? - What are warning signs of potentially "bad" research?

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NETGEAR Reconnects A champion fights to stand out NETGEAR, a global provider of wireless networking products for the home and small and medium business—and one of the most competitively spirited companies in its space—was searching for a way to articulate its brand reputation that fully reflected its top-tier success. Despite recent surges in sales and considerable strength in retail, the company’s brand meaning was lagging in commercial and service-provider markets. NETGEAR needed to stand up and stand out in a marketplace where most contenders look the same. But its messaging was muddled. No longer just a “router” company, NETGEAR’s product mix had grown to include complete networking solutions that not only create a network, but also let you do more with it. It was a transformation that called out for a common brand across the company and a unifying message that would build on NETGEAR’s retail strength, transcend audiences and lift the company to even greater heights. A redefining connection Qualitative and quantitative research conducted by Siegel+Gale highlighted the opportunity to bring simplicity to the forefront. Combined with an increased focus on people, it would help differentiate the brand across audiences. In the most practical terms, simplicity and ease of use had always defined NETGEAR’s brand and competitive edge in the retail space. Now it was time to redefine connectivity in a way that moved beyond routers to solutions that take advantage of the network for both home and office. NETGEAR would become the “champion of connectivity.” Building on that strength, Siegel+Gale developed a people-focused purpose that made every employee a champion furthering that cause. To express the brand’s new direction, we optimized the existing NETGEAR logo and developed an adaptive and robust visual design system with a faceted graphic motif as the centerpiece. By introducing a tiered color palette and photographic categories, we were able to tailor communications to key customer segments and help NETGEAR gain more ground in the business networking space. To launch the brand internally, we conducted training workshops, drafted extensive design guidelines, created a variety of templates for print use, as well as on-screen applications, and rolled out an environmental signage system to offices worldwide. We also prepared NETGEAR for the future, re-imagining the customer experience based on the new brand strategy and developing customer journey maps to illustrate the experience and prioritize initiatives to ensure that NETGEAR continues to fulfill its brand promise.

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Few would argue that customers crave simplicity. But from a business perspective, does it really matter? +Gain insights into the findings of our Global Brand Simplicity Index — a report that evaluates the simplicity of 400+ global brands, including top national financial services providers +Learn which interactions matter most and how simplifying the customer experience can create lasting brand relationships + Understand how innovative companies have made simplicity pay, and consider how to get started creating simpler, high-impact brand experiences Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart."

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Few would argue that customers crave simplicity.But from a business perspective, does it really matter? Siegel+Gale demonstrate the role of simplicity in creating positive customer interactions that build customer loyalty and ultimately increase revenue. + Gain insights into the findings of our Global Brand Simplicity Index - a report that evaluates the simplicity of 400+ global brands, including top national healthcare insurers +Learn how your priorities stack up against the latest PinPoint report - a survey of 1,000+ health insurance customers on which brand experiences have the greatest impact + Understand how innovative companies have made simplicity pay, and consider how to get started creating simpler, high-impact brand experiences Siegel+Gale is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. We deliver comprehensive services in brand development, simplification, research and digital media. Since our founding by brand sage and simplification pioneer Alan Siegel in 1969, Siegel+Gale's mantra has been "Simple is Smart."

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Siegel+Gale's Global Director of Research Insights Lisa Bertelsen and Global Director of Naming Nik Contis co-presented the session "What’s In a Name? Unlocking powerful brand names through market research" at MRA 2012 Annual Conference and Expo. The session looked at naming from the perspective of a market researcher and seasoned "namer," offering guidance on name evaluation and research design.

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