Alan M. Siegel's Blog, page 119

从品牌危机看品牌重塑

[image error]

在企业的发展过程中，品牌的建设与管理从来都是一个大挑战。品牌从来都不是孤立存在的，品牌的生存既依赖于企业内部经营环境，又依赖于市场和外部环境。无论是企业内部经营环境的变化，还是市场和外部环境的变化，都要求品牌去适应这种变化。不久之前发生的“马航”事件使得马来西亚航空公司的品牌形象严重受损。马航在积极配合国际力量打捞黑匣子的同时，也必须在品牌重塑这件事情上下功夫。

The imperfect world of Warby Parker: with growth comes complexity

Now I want to start by stating that I have been, and continue to be, a big fan of Warby Parker. They have been an impressive brand right from their launch, whether in the simple design of their website to the category revolutionizing pricing model and the ease of sampling/ordering/returning, all the way down to the beautifully designed annual report - probably the first annual report that non-investors were interested in exploring.

化繁为简是种品牌力

[image error]

这无疑是一个信息超载的社会。人们接触信息的方式越来越多元，获取信息的途径也日益广泛。比如，你的手机里平均至少有3个App是有关于社交，4个以上的App能看各种新闻，5个左右的App用来网络购物、听歌、视频、玩游戏……每个种类的App都恨不得有上千甚至上万个选择。但其实能吸引眼球并能留住用户的App，不过也只有那么几个。为什么?简单、有用、页面友好、体验有趣、众人推荐、抑或是功能是别家所没有的这些理由，而这最后一条基本存活不过一个月就会被copy。前几个才是重中之重。

Considering the power and purpose of #Hashtags

The hashtag. Simple. Ubiquitous. Iconic. It is, without doubt, a sign of our data-driven and digitised times. But just how powerful is it?

In the last few years it has become more than just a word or phrase that started life on Twitter. It has evolved into a multifaceted tool to tag and track content, emphasise a point of view or galvanise public support through a host of social media platforms (and in some cases, not). The hashtag is part of our contemporary vernacular, alongside our latest Instagram upload or within an everyday conversation.

Throwback Thursday: Buffalo Bill Historical Center of the West

Summer is nearly upon us and should be in full-swing by the time Memorial Day Weekend is over and we're fat and happy off of hot dogs and lemonade, which ultimately begs the question: where will you be vacationing this season? Of course you could go to exotic Puerto Rico or party til the sun comes up down in Miami, but why not try something more in the "Americana" vein of tourism? It's a huge, wonderful and diverse country we live in and if you're planning a road trip, add the Buffalo Bill Center of the West in beautiful, scenic Wyoming to your list!

Breakthrough Naming: IBM’s new polymers

If you didn’t catch last Thursday's issue of the journal Science — and I’m guessing you didn’t — you don’t know that IBM has accidentally found a completely new class of “thermosetting” polymers.

Who cares? You do.

Why? Just think Teflon.

Apple and Beats: Brand magic waiting to happen?

Pity Tim Cook. Galleons of armchair pundits watch his every move, and use each Apple announcement—no matter how minor—to decry Apple’s strategy and attempt to pull the company (and valuation) down from its lofty stratosphere.

I was surprised by the latest rumor that Apple would acquire headphone company Beats for more than $3 billion. But I was not surprised by the lightning fast response: bloggers, analysts and technologists claiming it as proof that Apple had lost its way and that Apple was losing its luster.

Looking back on a century of the printed word: AIGA’s “100 Years of Type in Design” retrospective

This past Thursday, AIGA National Design Center hosted Siegel+Gale for a private tour of its current exhibit, “Century: 100 Years of Type in Design.” Joined by an eclectic group of our designers, strategists, and business team members alike, I was delighted to have the opportunity to learn more about an art form we often take for granted, and to appreciate it as a pure art form in it’s own right.

6 Practices to use content to reinforce your brand

Last week I had the pleasure of moderating a panel on “C-Suite Perspectives on Content & Branding” at the B2B Content2Conversion Conference in New York.

I convened the panel of Ted Smyth, Executive Vice President, Corporate Affairs at McGraw Hill Financial; Amanda Rubin, Managing Director in the Brand Marketing and Digital Strategy Group in the Americas for Goldman Sachs and Tim Clark, Head of Brand Journalism at SAP.

Throwback Thursday: Siegel+Gale helps the NBA to solidify their iconic identity

It's Thursday and we're deep into the 2014 NBA playoffs, with round 2 drawing to a close. Last night's win for the Miami Heat and the San Antonio Spurs, respectively, lock in the next round of competition - and it will be fierce. King Lebron is looking for another ring! But what is a kingdom without it's sigil, and what would the NBA be without their famous and instantly recognizable logo? So it honor of another #tbt, let's take a look at the work that Siegel+Gale did to give an iconic look to one of the cornerstones of American sports.