Alan M. Siegel's Blog, page 126

Making valuable connections: Opportunities for brand-building through wi-fi sponsorship

Sponsored Wi-Fi adds a new dimension to the timeless marketing maxim - "Go where the customers are." As the number of people accessing the Internet outside of the home increases, it's essential that public Wi-Fi availability does, too. Brands that use sponsored public Wi-Fi can benefit - whether through increased awareness, market data, or an incremental sales boost. People want to stay connected and brands should be doing their part to make that happen.

Purpose power: What a simple gift reminded me about brand stories

To state an old cliché, the world is made of stories. But humans are too. The most powerful brands define a clear purpose and create simple narratives that are easy to recount because they’re built on a familiar and relatable framework. In so doing, brands position themselves to capture the hearts and mouths of consumers—eager and empowered to retell their stories, and become a part of them. 

How visual systems can improve wearable notifications

Many brands are excited about the opportunity that wearable technology presents. As smartphones become more common among consumers, wearables represent the next frontier in engaging brand experiences for early adopters of technology. The main problem is that wearable devices aren't currently designed for the rich interactions that brands want to create.

The health insurance customer experience: Understanding the impact of simplicity

Webinar Invitation
Thursday, February 20th
2:00 pm — 3:00 pm EST

Siegel+Gale is pleased to present:
The Health Insurance
Customer Experience:
Understanding the impact of simplicity

Brands adopting a leadership position on Do Not Track technology

For all its targeted sophistication, online behavioral advertising (OBA) still can't tell whether someone is actually interested in a brand. This inability to decipher intent increases frustration with a growing number of targeted online ads. Users' dissatisfaction and privacy concerns drive the various "Do Not Track" (DNT) standards and technologies proposed by the federal government and several industry groups.

As the debate over a DNT standard rages on, brands must decide whether or not to observe DNT preferences in online and mobile experiences. Many sites only partially support the DNT options and opt-out preferences integrated into current browsers. Some ignore visitors' DNT requests altogether.

Top ten tweets from Mintel Inspire’s consumer trends briefing

Internationally influenced tastes and savvy data applications grabbed the headlines at Mintel Inspire’s consumer trends briefing, UK which I attended last week. An independent research outfit, Mintel’s mind’s eye is on consumers, innovation and global markets. This year, upcoming global events, like Sochi Winter Olympics and Rio 2016, informed their future thinking.

Simple to the summit: How climbing Kilimanjaro brought focus to simplicity

Polepole – the Swahili word for slowly – is a term repeated throughout the climb to the top of the tallest mountain in Africa, Kilimanjaro. As, I summited my first mountain last week, it made me aware of the profound power and necessity of simplicity.

How breathtaking creativity can upstage: Top three Olympics Opening Ceremony moments from a creative director

I’ve had my eye on the Sochi Winter Olympics ever since the "patchwork quilt" identity (designed by BoscoSport) was revealed several years ago. This year, I was looking forward to observing more contemporary references to heritage—and as I'd hoped, I was delighted to see the spirit of the quilt identity maintained in the Opening Ceremony… well, during most of it at least.

 Here are my top three moments...

After Sochi, Rio: Advice for Brazil’s pre-Olympic rebrand

With the upcoming 2014 FIFA World Cup and 2016 Summer Olympics, Brazil has the opportunity to rebrand itself to the world as a modern, stable and attractive target for future investment and tourism. But the giant must awaken and live up to its motto: “Order and Progress.” Over the holidays, I had the opportunity to travel to Rio and see firsthand some of the recent actions Brazil has taken to rebrand itself and the challenges it faces.

How fun brand initiatives will win customers in 2014

As we set goals and plans for the New Year, an oft-forgotten resolution is to have fun. Retail is at its best when product displays, sounds, graphics, scent and store team members blend together to transform commoditized shopping into a fun experience. Touch, smell and high energy levels only add to the excitement.