Simply Informed: News From Siegel+Gale

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Highlight of the Month

Siegel+Gale Appoints New Leader in Media and Entertainment

With over 30 years of experience in the world of media and entertainment, David Keefe is now playing a bigger role at Siegel+Gale as Global Director of Media and Entertainment.

Never before has the industry moved at such lightning speed, a pace suited quite comfortably for Keefe. "David Keefe is the perfect person to lead our efforts in media and entertainment," says Alan Siegel, Chairman and CEO. "He has nearly 20 years of industry marketing, research, and business development

experience, and a very nuanced understanding of both the challenges and opportunities inherent to the future of the media and entertainment industries," Siegel continues. Since joining Siegel+Gale as Vice President of Business Development for Media and Entertainment in 2005, Keefe has led clients like Comcast, Sprint, HD Radio, Time Warner Cable, and The Boston Globe to Siegel+Gale.

Today's prominent media and entertainment brands live in a world where convergence, telephony, and high-speed data leverage themselves to a myriad of strategic branding opportunities.

"Siegel+Gale helps our clients from the beginning of the branding process to the final product offering–through naming, visual systems, positioning, logo development, and even advertising–to create a truly integrated brand experience."

"I'm excited to continue helping Siegel+Gale in its efforts to shape the brands of an industry that, though constantly changing, influences people's lives today and well into the future."

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Events

Case Study

Elevating Customer Experiences in 2008

Siegel+Gale is proud to sponsor Forrester's 2008 Financial Services Forum. Join us in New York, June 23-24 to learn how marketing and strategy professionals can distinguish themselves from competitors by successfully executing customer experience initiatives.

If you would like to learn more about our financial services brand expertise, please visit: www.siegelgale.com/financial/
or contact:

Nancy Frank
VP, Business Development
Siegel+Gale
T 212 817 6695
nfrank@siegelgale.com

Financial Services Forum 2008 June 23-24, 2008 Grand Hyatt New York, NY

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Launching a Romanian Space Program
dolce

Romtelecom decided to introduce a digital TV service into the highly competitive Romanian market. As a traditional telecommunications provider, it wanted to move further into multimedia and content. But it was suffering both in terms of customer loyalty and image.

The task was two-fold. Firstly, to create a brand for the new service that could compete effectively in the market. And secondly, to help shift the overall image of Romtelecom.

Siegel+Gale positioned the sub-brand as an "indulgent" service, bringing greater variety of content and functionality to TV viewers, and named it Dolce–a Latin-based international name that could appeal to Romanian speakers and reflect a "spoil yourself" attitude.

The identity, brand essence, and tone of voice of Dolce celebrate variety and richness of experience. The rich, colorful language and personality stood out in the Romanian marketplace, creating a clear sense of excitement and celebration–which proved helpful in gaining internal enthusiasm in the company and building awareness in the marketplace. Because Dolce needs to work across various brand environments, we went beyond the development of traditional brand applications and designed across a number of touch points ranging from programming guide interface and literature package display to promotional messages. We designed a plasma screen-enabled product demo that was used in retail to help capture customers' imaginations with an entertainment-driven look and feel.

The digital television service Dolce reached have a million clients, in only 16 months...

Dialogue

Identity Issues: Judging Fortune Magazines First Ever
F-500 Corporate Identity Competition

Have you ever wondered how the longest road trip can suddenly turn brighter at the sight of the golden arches? Or how those old familiar lyrics, "You say Good-buy and I say Hello" firmly plant a bulls-eye in your mind? Believe it or not, you're having a very common reaction to some major identity issues–corporate identity issues, that is.

Recently, Siegel+Gale was asked to address these issues head-on in Fortune Magazine's first ever corporate identity competition. Identity experts Howard Belk and Sven Seger took a spot on the couch

to judge which of Fortune Magazine's most powerful Fortune 500 brands reflected today's best logos.

As a strategic branding firm, Siegel+Gale recognizes why only a handful of corporate identities leave indelible marks on our minds while others disappear with one svelte swoosh. In fact, it's the simple difference between the image that promises to deliver your package by 10:30 tomorrow morning and the no-name brand that never fails to "return to sender." Yes, there are several reasons why only the strongest identities cash in here in the land

of opportunity. Belk and Seger note seven criteria for developing the most successful logos.

For 39 years, Siegel+Gale strategists and designers have worked to create the identities of some of the world's most iconic brands. We were honored to participate in Fortune Magazine's first ever company logo smackdown.

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If you would like to learn more about Siegel+Gale and how our services can help your brand excel, contact us now.

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