Alan M. Siegel's Blog, page 2

Dare to Simplify: transforming for Wall Street and beyond

A night above Manhattan: Lessons from a room full of brand leaders

Last Tuesday, as the sun dipped behind the skyline, something remarkable happened sixty floors above Manhattan. The glittering lights outside were breathtaking, but inside Manhatta, the real brilliance came from the people in the room a gathering of 25 brand leaders spanning finance, technology, real estate, healthcare, consulting, and entertainment.

It’s not often that so many sharp minds converge in one space. Yet, as conversations flowed and laughter echoed, it was clear: the collective energy and insight easily rivaled the city lights below.

Here are a few takeaways that made the evening truly unforgettable:

Trust is everything

We heard it again and again: trust is the most valuable asset in any partnership. It sounds simple, but building and maintaining trust is hard work. It’s the groundwork for collaboration, innovation, and results that last. When trust is present, ideas grow and so do brands.

Clarity is a wise investment

The group agreed: investing in brand clarity isn’t just smart, it’s essential. Whether you’re answering to shareholders or shaping the next wave of customer experience, clarity is the lever that drives transformation and long-term success. In a world that’s always changing, a clear brand is a steady guide.

Community drives inspiration

There’s a special spark that happens when you bring together people from different industries. New ideas surface. Unexpected connections form. Perspectives shift. By the end of the night, many left with not just fresh insights, but new relationships and renewed energy for what’s next.

A heartfelt thank you to our distinguished speakers Leanne Fremar, Chief Brand Officer at J.P. Morgan Chase, and Kristie Stegen, Chief Brand and Communications Officer at Cotality for sharing their stories in a candid conversation with Wall Street reporter Caroline Woods. Their message was clear: in today’s world, clarity is a courageous choice. And the time to act is now.

As we looked out over Manhattan’s sparkling expanse, one truth shone through: when bright minds gather, they light the way forward together.

Here’s to more nights like this, and to the power of community, clarity, and trust.

The post Dare to Simplify: transforming for Wall Street and beyond appeared first on Siegel+Gale.

Dare to Simplify: Transforming for Wall Street and beyond

A night above Manhattan: Lessons from a room full of brand leaders

Last Tuesday, as the sun dipped behind the skyline, something remarkable happened sixty floors above Manhattan. The glittering lights outside were breathtaking, but inside Manhatta, the real brilliance came from the people in the room a gathering of 25 brand leaders spanning finance, technology, real estate, healthcare, consulting, and entertainment.

It’s not often that so many sharp minds converge in one space. Yet, as conversations flowed and laughter echoed, it was clear: the collective energy and insight easily rivaled the city lights below.

Here are a few takeaways that made the evening truly unforgettable:

Trust is everything

We heard it again and again: trust is the most valuable asset in any partnership. It sounds simple, but building and maintaining trust is hard work. It’s the groundwork for collaboration, innovation, and results that last. When trust is present, ideas grow and so do brands.

Clarity is a wise investment

The group agreed: investing in brand clarity isn’t just smart, it’s essential. Whether you’re answering to shareholders or shaping the next wave of customer experience, clarity is the lever that drives transformation and long-term success. In a world that’s always changing, a clear brand is a steady guide.

Community drives inspiration

There’s a special spark that happens when you bring together people from different industries. New ideas surface. Unexpected connections form. Perspectives shift. By the end of the night, many left with not just fresh insights, but new relationships and renewed energy for what’s next.

A heartfelt thank you to our distinguished speakers Leanne Fremar, Chief Brand Officer at J.P. Morgan Chase, and Kristie Stegen, Chief Brand and Communications Officer at Cotality for sharing their stories in a candid conversation with Wall Street reporter Caroline Woods. Their message was clear: in today’s world, clarity is a courageous choice. And the time to act is now.

As we looked out over Manhattan’s sparkling expanse, one truth shone through: when bright minds gather, they light the way forward together.

Here’s to more nights like this, and to the power of community, clarity, and trust.

The post Dare to Simplify: Transforming for Wall Street and beyond appeared first on Siegel+Gale.

HPE: powering the future of enterprise technology

The opportunity

Ten years ago, Hewlett Packard Enterprise (HPE) was created through one of the largest corporate spin-offs in history—separating from HP Inc. with a clear vision: to become a nimble enterprise technology leader, ready for whatever comes next. Over the past decade, HPE has transformed through innovation, strategic acquisitions, and the divestiture of non-essential businesses—all while delivering for customers across a rapidly changing landscape.

Today, the enterprise technology market is being reshaped by the rapid evolution of cloud, networking, and AI. These forces are transforming not just businesses, but the way we live and work. HPE is at the center of this change, providing essential technology solutions that empower customers and partners to succeed in an AI-driven world. Employees know that the future HPE has been building toward is finally here—now is the moment to show the world what that looks like.

The journey

In 2024, HPE set out to refresh its story—to make its new value and future growth ambitions unmistakably clear. The goal: focus on HPE’s essential role in an AI-first world and ensure the brand reflects one of technology’s most respected corporate cultures.

Through deep collaboration with internal teams, agency partners, customers, employees, channel partners, and leadership, HPE created an authentic, clear new brand. The process built on HPE’s unique equities—its iconic green and “the Element”—evolving them in a simple, yet unmistakable way.

Coming June 2025, HPE will introduce the world to its new story: a leader in essential enterprise technology, bringing together the power of AI, cloud, and networking to help organizations achieve more. The refreshed language, streamlined brand identity, and consistent touchpoints are designed to signal, to customers and to Wall Street, the value and power of HPE’s technology.

What we builtFoundational assetsA sharpened brand narrative: HPE as the essential, future-ready technology partner

“Your ambitions change the world. HPE unlocks them.”

Clear verbal identity—voice, messaging, and descriptors that position HPE as a leader in cloud, networking, and AI

“Heroic | Purposeful | Evocative”

A modern visual identity: refined logo, vibrant color palette, focused typography, purposeful photography, textures, icons, infographics, and data visualizations—every element simplified to spotlight what matters

GreenLake branding: refined positioning, architecture, messaging, and visual identity for HPE’s flagship platformTagline development, tested and ready for launchLaunch assetsA redesigned, SEO-optimized website that combines function and impactSizzle video to launch the new era of HPEOngoing management

To set HPE up for success and rally internal teams around its new story, we created:

Brand activation and implementation strategies for consistency across all touchpointsGovernance and guidelines for Brand Central, motion guidelines, and event toolkitsTemplates and resources to empower every team member to live the brand with confidenceHow we did it

The process began with a strong strategic foundation, brought to life through a distinctive new visual identity. But strategy and design were just the start—it was translating brand strategy into real-world assets, delivered efficiently and at scale. The team became HPE’s creative engine, producing everything from infographics to event kits, ensuring every touchpoint consistently reflected the new HPE. This seamless integration of insight, design, and execution is rare in the industry—and it’s what made this transformation possible.

The result

Today, HPE stands apart as an essential technology partner—focused, confident, and ready for what’s next. The brand now embodies action, clarity, and leadership in cloud, networking, and AI. Employees see themselves as part of a dynamic, future-ready company, while customers recognize a partner equipped to meet their evolving needs at every step.

HPE is the leader in essential enterprise technology, bringing together the power of AI, cloud and networking to help organizations achieve more. As pioneers of possibility, our innovation and expertise advance the way people live and work. We empower our customers across industries to optimize operational performance, transform data into foresight, and maximize their impact. Unlock your boldest ambitions, with HPE.

The post HPE: powering the future of enterprise technology appeared first on Siegel+Gale.

HPE: Powering the future of enterprise technology

The opportunity

Ten years ago, Hewlett Packard Enterprise (HPE) was created through one of the largest corporate spin-offs in history—separating from HP Inc. with a clear vision: to become a nimble enterprise technology leader, ready for whatever comes next. Over the past decade, HPE has transformed through innovation, strategic acquisitions, and the divestiture of non-essential businesses—all while delivering for customers across a rapidly changing landscape.

Today, the enterprise technology market is being reshaped by the rapid evolution of cloud, networking, and AI. These forces are transforming not just businesses, but the way we live and work. HPE is at the center of this change, providing essential technology solutions that empower customers and partners to succeed in an AI-driven world. Employees know that the future HPE has been building toward is finally here—now is the moment to show the world what that looks like.

The journey

In 2024, HPE set out to refresh its story—to make its new value and future growth ambitions unmistakably clear. The goal: focus on HPE’s essential role in an AI-first world and ensure the brand reflects one of technology’s most respected corporate cultures.

Through deep collaboration with internal teams, agency partners, customers, employees, channel partners, and leadership, HPE created an authentic, clear new brand. The process built on HPE’s unique equities—its iconic green and “the Element”—evolving them in a simple, yet unmistakable way.

Coming June 2025, HPE will introduce the world to its new story: a leader in essential enterprise technology, bringing together the power of AI, cloud, and networking to help organizations achieve more. The refreshed language, streamlined brand identity, and consistent touchpoints are designed to signal, to customers and to Wall Street, the value and power of HPE’s technology.

What we builtFoundational assetsA sharpened brand narrative: HPE as the essential, future-ready technology partner

“Your ambitions change the world. HPE unlocks them.”

Clear verbal identity—voice, messaging, and descriptors that position HPE as a leader in cloud, networking, and AI

“Heroic | Purposeful | Evocative”

A modern visual identity: refined logo, vibrant color palette, focused typography, purposeful photography, textures, icons, infographics, and data visualizations—every element simplified to spotlight what matters

GreenLake branding: refined positioning, architecture, messaging, and visual identity for HPE’s flagship platformTagline development, tested and ready for launchLaunch assetsA redesigned, SEO-optimized website that combines function and impactSizzle video to launch the new era of HPEOngoing management

To set HPE up for success and rally internal teams around its new story, we created:

Brand activation and implementation strategies for consistency across all touchpointsGovernance and guidelines for Brand Central, motion guidelines, and event toolkitsTemplates and resources to empower every team member to live the brand with confidenceHow we did it

The process began with a strong strategic foundation, brought to life through a distinctive new visual identity. But strategy and design were just the start—it was translating brand strategy into real-world assets, delivered efficiently and at scale. The team became HPE’s creative engine, producing everything from infographics to event kits, ensuring every touchpoint consistently reflected the new HPE. This seamless integration of insight, design, and execution is rare in the industry—and it’s what made this transformation possible.

The result

Today, HPE stands apart as an essential technology partner—focused, confident, and ready for what’s next. The brand now embodies action, clarity, and leadership in cloud, networking, and AI. Employees see themselves as part of a dynamic, future-ready company, while customers recognize a partner equipped to meet their evolving needs at every step.

HPE is the leader in essential enterprise technology, bringing together the power of AI, cloud and networking to help organizations achieve more. As pioneers of possibility, our innovation and expertise advance the way people live and work. We empower our customers across industries to optimize operational performance, transform data into foresight, and maximize their impact. Unlock your boldest ambitions, with HPE.

The post HPE: Powering the future of enterprise technology appeared first on Siegel+Gale.

Humans vs. robots: battleground website Pt. 2

Welcome to “Humans vs Robots: Battleground Website”—a three-part series on how generative AI is quietly rewriting the rules of brand visibility. As algorithms take the reins, brands must now exist in two worlds at once: captivating humans with compelling visuals, while ensuring AI truly understands and represents who they are. In this series, we explore what’s at stake—and how you can thrive where human emotion meets machine logic.

 Part 2: 
The Verbal Divide: Teaching Machines Your Brand’s Truth

In the world of genAI, words have become your brands most critical infrastructure.

The silent revolution has already happened: genAI increasingly is in control of the understanding to your audience, and they’re functionally blind to your visual identity. In this new landscape, your words aren’t just supporting the communication of your brand—they’ve become the architecture of your very existence.

This isn’t another digital marketing adjustment—it’s an existential recalibration. While executives obsess over visual refinements of their website, the real power shift has occurred in the machinery beneath the surface, where algorithms increasingly decide not just who finds you, but what you mean when they do.

 

The Silicon Judges Have Arrived

Words have transformed from creative elements to strategic infrastructure. While human visitors skim your carefully crafted headlines, AI systems perform deep textual autopsies on your entire digital corpus—measuring not word count but the coherence and consistency between what you claim and what you demonstrate.

Your content isn’t broadcasting anymore—it’s testifying, and how you write and leverage words on your website needs to respond and adjust. Some ways you want to start re-thinking :

 Three Verbal Power Plays for the AI Revolution1. Re-think your metadata: From accessibility footnote to brand voice

Google’s takes this approach in their responsibility section of their AI models page. Instead of alt text describing what’s in the image “AI-generated butterflies”, it uses a caption to do and uses alt text to declare “Responsibility is the bedrock of all our models.” This isn’t description – it’s strategic positioning embedded precisely where only machines are looking.

The Edge: While most companies treat alt text as technical debt, organizations need to shift to recognize this as an opportunity. Extending brand voice guidelines into previously neglected corners. In the AI age, metadata isn’t technical documentation—it’s your brand’s testimony when the algorithms come calling.

Immediate Action: Audit your site’s alt text through a strategic lens. Are you merely describing images, or are you communicating brand essence that AI needs to understand your true differentiation?

 2. Ensure structural clarity: What you say + when you say it

AI doesn’t just read your words—it maps their relationships. The coherence of your information architecture has become a decisive factor in how accurately you’re represented in AI responses.

The Mayo Clinic exemplifies this approach with their meticulously structured content taxonomy that makes their medical information extraordinarily legible to AI systems. Their digital infrastructure doesn’t just organize content for humans—it creates clear relationship patterns that machines can accurately interpret. Mayo’s Chief Data and Analytics Officer, Sehgal talks about this as data stewardship, “You need high-quality outputs in health care or you are in big trouble. Even using GenAI to summarize emails can get you into trouble.” For Mayo this means that data is constantly cataloged and linked to one other. This not only helps to ensure data and information fidelity, but also helps drive genAI which is consistently looking to validate what is being said.

The Edge: Most organizations are still thinking about content as pages. Siloed information with ‘related content’ buckets may work for human navigation, but dead-end algorithmic interpretation.

Immediate Action: Map the conceptual relationships between key sections of your site. Does your architecture create clear patterns and links that machines can recognize, or is it optimized solely as a collection of individual pieces?

 3. Think Ecosystem: Everything everywhere all at once is coming together

Your website is just one pixel in your digital portrait. Today, both AI systems and human audiences stitch every trace you leave online into a judgment of your authenticity, and they can spot a fake at a thousand clicks.

Most organizations perform an unwitting Jekyll-and-Hyde routine online – marketing promises one thing while customer service delivers another. This isn’t mere inconsistency; it’s digital schizophrenia that the marketplace instantly registers as dishonesty.

The winners in this new landscape won’t be those with clever departmental strategies, but those who’ve had the courage to tear down the walls between their digital voices. Sephora cracked this code with three powerfully simple tactics: they assign campaign owners based on expertise (not platform), they orchestrate cross-channel conversations that keep everyone singing from the same sheet, and they judge success collectively – reinforcing that in digital identity, we either rise together or fall apart.

The Edge: Cross-functional digital governance isn’t a luxurious nice-to-have—it’s existential infrastructure in a world where algorithmic gatekeepers increasingly determine whether you matter at all.

Immediate action: Conduct a narrative consistency audit. Look across how and where you show up on the web. Does each piece strengthen your core story, or are you creating digital noise that dilutes your presence in both realities?

 The Verbal Architecture Revolution

The organizations that will be fit to fight in this bifurcated landscape aren’t going to do so by simplify producing more content – they’re architecting with intention. They’ve recognized that verbal strategy now requires infrastructural thinking, relationship clarity, and coherence within volume.

While most organizations are still treating words as creative afterthoughts, industry leaders are making substantial investments in verbal infrastructure – not because it’s trendy, but because they recognize the fundamental shift in how brands establish their existence.

The time for incremental verbal tweaks has passed. The question isn’t whether you can afford this transformation, it’s whether you can survive without it.

In a world where algorithms increasingly control not just who finds you but what you mean when they do, your words aren’t just communicating your brand, they’re defining whether you exist at all.

Jenna Isken is Global Group Director, Brand Experience

Want to be notified when we release part two of this series, and other compelling ideas? Sign up for our newsletter here.

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Humans vs. robots: battleground website Pt. 1

Welcome to “Humans vs Robots: Battleground Website”—a three-part series on how generative AI is quietly rewriting the rules of brand visibility. As algorithms take the reins, brands must now exist in two worlds at once: captivating humans with compelling visuals, while ensuring AI truly understands and represents who they are. In this series, we explore what’s at stake—and how you can thrive where human emotion meets machine logic.

 

Part 1 of 3: 
How AI is Redefining Your Brand via the Web

By 2026, one-quarter of search will run through generative AI – not some distant digital meteor, but a silent coup already reshaping the landscape while executives debate pantone colors and button placement.

This isn’t evolution. It’s revolution. The search paradigm has transformed from passive librarian to active interpreter, from catalog to storyteller. AI doesn’t just index your brand – it now translates, reframes, and broadcasts it through algorithmic lenses that never attended a single brand workshop or read your meticulously crafted style guide.

 

The Cognitive Schism

Your digital identity now performs in two parallel universes with fundamentally incompatible physics:

Human visitors crave visual feast with minimal text. Raised on (or heavily influenced by) Instagram and TikTok, they scroll past paragraphs and pause only for images that capture their diminishing attention spans. They form 94% of brand judgments on design alone, making existential decisions about your relevance before their conscious mind even engages. The data is ruthless: you have seconds, not minutes, to establish visual credibility.

AI systems hunger for exactly the opposite—comprehensive text, clear structure, and explicit relationships. Methodically they dissect every word remaining functionally blind to your stunning photography or award-winning design.

You’re not fighting a two-front war. You’re simultaneously existing in two realities with contradictory rules of existence.

 

Beyond Digital Theater

The uncomfortable truth? The digital landscape has bifurcated, leaving most brands effectively mute in at least one universe.

Your award-winning photography – the visual poetry that stops human thumbs from scrolling – registers as empty space to the algorithms that increasingly control who discovers you. The design elements that differentiate your brand are mere decoration in a reality that only comprehends text.

Most organizations are still performing brand theater for one audience while being functionally invisible to the other. It’s like spending millions on a Broadway production that half your audience can only experience as a radio play – with most of the dialogue missing.

 

The Strategic Blindspot

While many web teams focus on content development and SEO strategy, a fundamental redistribution of narrative power is occurring beneath their feet.

Your digital presence isn’t just a marketing asset anymore – it’s the definitive declaration of your existence in an ecosystem where algorithms increasingly control not just visibility, but interpretation. They don’t just find your story; they decide what it means.

The organizations poised to thrive aren’t making superficial adjustments – they’re fundamentally rewiring their digital DNA to exist fluently across contradictory realities. They recognize this isn’t about optimization – it’s about securing narrative sovereignty in a marketplace where your most influential translator never signed an NDA.

The gatekeepers have changed. The question isn’t whether you’ll adapt, but whether you’ll still exist when the dust settles.

 

Jenna Isken is Global Group Director, Brand Experience

Want to be notified when we release part two of this series, and other compelling ideas? Sign up for our newsletter here.

The post Humans vs. robots: battleground website Pt. 1 appeared first on Siegel+Gale.

Humans vs. robots: battleground website

Welcome to “Humans vs Robots: Battleground Website”—a three-part series on how generative AI is quietly rewriting the rules of brand visibility. As algorithms take the reins, brands must now exist in two worlds at once: captivating humans with compelling visuals, while ensuring AI truly understands and represents who they are. In this series, we explore what’s at stake—and how you can thrive where human emotion meets machine logic.

 

Part 1 of 3: 
How AI Redefining Your Brand via the Web

By 2026, one-quarter of search will run through generative AI – not some distant digital meteor, but a silent coup already reshaping the landscape while executives debate pantone colors and button placement.

This isn’t evolution. It’s revolution. The search paradigm has transformed from passive librarian to active interpreter, from catalog to storyteller. AI doesn’t just index your brand – it now translates, reframes, and broadcasts it through algorithmic lenses that never attended a single brand workshop or read your meticulously crafted style guide.

 

The Cognitive Schism

Your digital identity now performs in two parallel universes with fundamentally incompatible physics:

Human visitors crave visual feast with minimal text. Raised on (or heavily influenced by) Instagram and TikTok, they scroll past paragraphs and pause only for images that capture their diminishing attention spans. They form 94% of brand judgments on design alone, making existential decisions about your relevance before their conscious mind even engages. The data is ruthless: you have seconds, not minutes, to establish visual credibility.

AI systems hunger for exactly the opposite—comprehensive text, clear structure, and explicit relationships. Methodically they dissect every word remaining functionally blind to your stunning photography or award-winning design.

You’re not fighting a two-front war. You’re simultaneously existing in two realities with contradictory rules of existence.

 

Beyond Digital Theater

The uncomfortable truth? The digital landscape has bifurcated, leaving most brands effectively mute in at least one universe.

Your award-winning photography – the visual poetry that stops human thumbs from scrolling – registers as empty space to the algorithms that increasingly control who discovers you. The design elements that differentiate your brand are mere decoration in a reality that only comprehends text.

Most organizations are still performing brand theater for one audience while being functionally invisible to the other. It’s like spending millions on a Broadway production that half your audience can only experience as a radio play – with most of the dialogue missing.

 

The Strategic Blindspot

While many web teams focus on content development and SEO strategy, a fundamental redistribution of narrative power is occurring beneath their feet.

Your digital presence isn’t just a marketing asset anymore – it’s the definitive declaration of your existence in an ecosystem where algorithms increasingly control not just visibility, but interpretation. They don’t just find your story; they decide what it means.

The organizations poised to thrive aren’t making superficial adjustments – they’re fundamentally rewiring their digital DNA to exist fluently across contradictory realities. They recognize this isn’t about optimization – it’s about securing narrative sovereignty in a marketplace where your most influential translator never signed an NDA.

The gatekeepers have changed. The question isn’t whether you’ll adapt, but whether you’ll still exist when the dust settles.

 

Jenna Isken is Global Group Director, Brand Experience

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Producing Solventum brand assets together

Raising the bar for medical accuracy and unmistakable branding — together

The challenge 

Solventum, a newly launched, multi-billion dollar healthcare company, needed more than a library of product photos. They needed a library that was unmistakably theirs—one that showed their products in action, brought their new brand to life, and met the highest standards of medical accuracy. For Solventum, every image had to reflect real-world use, real expertise, and real humanity. 

Our approach 

We partnered with Solventum to build something better—a photo and video library that was ownable, authentic, flexible for all touchpoints and medically accurate. This meant more than just photography. It meant building trust, sharing expertise, and working side-by-side with Solventum’s subject matter experts (SMEs) at every step. 

Video production — every detail, every step 

Pre-production: We managed partner selection and negotiation, developed scripts and storyboards, and socialized plans with Solventum’s experts to ensure medical accuracy before a single frame was shot. 
On set: Over four days in Los Angeles we shot two different :60 films for different audiences. We managed the shoot, guided clients and SMEs on set, and made sure every moment captured was both compelling and correct. 
Post-production: We saw the edits through, selected and oversaw talent voiceovers, and delivered final videos that were as accurate as they were engaging. 

Photography — showing the real story

Strategy: We audited Solventum’s needs, interviewed experts, and aligned on themes that would show both the product and the people who rely on it. 
Pre-production: We handled everything from production partner selection, pre-pro process and shot list development to wardrobe and props—always looping in SMEs for medical accuracy. 
On set: Across four week-long productions in New York and Minneapolis, we directed the shoot, managed clients and experts, and made sure every detail was right—from the set to the scrubs. 
Post-production: We perfected every image, ensuring the final delivery showed Solventum’s products—and people—at their best. 

Why accuracy matters 

Medical professionals notice every detail. That’s why, at every step, we prioritized accuracy: 

We met with SMEs before each shoot to understand every product, procedure, and setting.We invited experts on set to review every shot and confirm every detail.We made sure every wardrobe, prop, and process reflected real-world best practices.

 

The result 

Over 200 images delivered in one year. Four major photoshoots in 12 months. Distinctive imagery across Medical Surgical, Dental Solutions, Health Information Systems, and Purification & Filtration. Bespoke, people-focused photography that brought Solventum’s new visual identity to life. Headshots for Solventum’s lead client—complete with surprise styling moments.

 

What made it work 

This wasn’t just a photo shoot. It was a partnership built on shared expertise and trust. By working closely with Solventum’s team—and their experts—we made sure every image was not just striking, but accurate. The result? A content library that stands apart, builds credibility, and puts Solventum’s best face forward. 

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My first year as CMO at Siegel+Gale: advice for “new” leadership

Stepping into a C-level role at an established firm is both exciting and humbling. One year into my journey as Chief Marketing Officer at Siegel+Gale, I’ve gathered a few lessons that might help anyone navigating a similar transition. Whether you’re new to your title, your company, or both—these insights are shared with you in mind.

Collaboration is a joy, not just a necessity

In my early days, I was reminded of something essential: the best teams win—or lose—together. At Siegel+Gale, creatives, strategists and designers work side by side in a way I’ve rarely seen in my career. The firm approaches the work with a systems mentality in acknowledgement of the inter-connectedness and consistency needed for a brand to truly thrive. This isn’t just business as usual; it’s a source of energy, pride and growth.

Inspired, I found myself looking forward to brainstorms, reaching across functions for input on shared challenges, and that unlocked an ability to connect dots globally across the firm. It’s easy to forget how much joy true collaboration can bring—especially when outside pressures loom large. But leaning into teamwork has made my work more meaningful, and a lot more fun.

Authenticity wins—even if you don’t say the word

“Authenticity” gets thrown around a lot, especially in a low-trust world. Years ago, I’d roll my eyes when I saw it on menus (“authentic Italian cuisine!”). But here’s the real lesson: you don’t need to say you’re authentic if you’re living it.

At Siegel+Gale, we help brands find their truest selves. That’s half the battle. The rest is telling your story with honesty and heart. The brands—and people—who do this earn trust and loyalty that lasts.

For me, this means focusing on the work, letting my quirks show and being human first. In today’s world, that’s not just refreshing, it’s essential.

Get smart fast—then keep getting smarter

Over the years, a few books have helped me navigate big changes. For personal shifts, I turn to Transitions by William Bridges. For professional onboarding, The First 90 Days by Michael Watkins is a classic. I’ve found that these two books simply do not age.

Read them both if you’re stepping into something new. Or don’t—it’s your journey. The key is to be intentional. Don’t coast through your transition. Map it out, check in with yourself, and own your story from day one. Remember: every good story has a beginning, middle and end—so does every career chapter, because its intuitive and our human nature to think this way.

Embrace early career voices

If you want to lead well, start by learning and listening. Some of the freshest insights come from the newest faces. Take junior colleagues to lunch. Ask what they’re seeing, trying and loving, both in and out of work.

You might discover a new AI tool, a venue for your next event, or the meme that’s lighting up your clients’ group chats. Most importantly, you’ll earn trust and build lasting relationships with the leaders of tomorrow.

Final Thought

Leadership isn’t about having all the answers. It’s about showing up, staying curious and empowering others to shine. If you’re starting a new chapter, do it with openness and heart. The rest will follow.

 

Dory Ellis Garfinkle is Chief Marketing Officer at global brand consultancy Siegel+Gale.

The post My first year as CMO at Siegel+Gale: advice for “new” leadership appeared first on Siegel+Gale.

My First Year as CMO at Siegel+Gale: Advice for “New” Leadership

Stepping into a C-level role at an established firm is both exciting and humbling. One year into my journey as Chief Marketing Officer at Siegel+Gale, I’ve gathered a few lessons that might help anyone navigating a similar transition. Whether you’re new to your title, your company, or both—these insights are shared with you in mind.

Collaboration Is a Joy, Not Just a Necessity

In my early days, I was reminded of something essential: the best teams win—or lose—together. At Siegel+Gale, creatives, strategists, and designers work side by side in a way I’ve rarely seen in my career. The firm approaches the work with a systems mentality in acknowledgement of the inter-connectedness and consistency needed for a brand to truly thrive. This isn’t just business as usual; it’s a source of energy, pride, and growth.

Inspired, I found myself looking forward to brainstorms, reaching across functions for input on shared challenges, and that unlocked an ability to connect dots globally across the firm. It’s easy to forget how much joy true collaboration can bring—especially when outside pressures loom large. But leaning into teamwork has made my work more meaningful, and a lot more fun.

Authenticity Wins—Even if You Don’t Say the Word

“Authenticity” gets thrown around a lot, especially in a low-trust world. Years ago, I’d roll my eyes when I saw it on menus (“authentic Italian cuisine!”). But here’s the real lesson: you don’t need to say you’re authentic if you’re living it.

At Siegel+Gale, we help brands find their truest selves. That’s half the battle. The rest is telling your story with honesty and heart. The brands—and people—who do this earn trust and loyalty that lasts.

For me, this means focusing on the work, letting my quirks show, and being human first. In today’s world, that’s not just refreshing, it’s essential.

Get Smart Fast—Then Keep Getting Smarter

Over the years, a few books have helped me navigate big changes. For personal shifts, I turn to Transitions by William Bridges. For professional onboarding, The First 90 Days by Michael Watkins is a classic. I’ve found that these two books simply do not age.

Read them both if you’re stepping into something new. Or don’t—it’s your journey. The key is to be intentional. Don’t coast through your transition. Map it out, check in with yourself, and own your story from day one. Remember: every good story has a beginning, middle, and end—so does every career chapter, because its intuitive and our human nature to think this way.

Embrace Early Career Voices

If you want to lead well, start by learning and listening. Some of the freshest insights come from the newest faces. Take junior colleagues to lunch. Ask what they’re seeing, trying, and loving, both in and out of work.

You might discover a new AI tool, a venue for your next event, or the meme that’s lighting up your clients’ group chats. Most importantly, you’ll earn trust and build lasting relationships with the leaders of tomorrow.

Final Thought

Leadership isn’t about having all the answers. It’s about showing up, staying curious, and empowering others to shine. If you’re starting a new chapter, do it with openness and heart. The rest will follow.

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