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July/august 2009 |
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School may be out for summer but Siegel+Gale is in full swing. This month, meet the newest addition to the Simplification Practice and learn how to avoid common mistakes in building new brand strategies.
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| Highlights | |
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Siegel+Gale Expands Simplification Practice; Names Dona Wong as Strategy Director, Information Design
Global strategic branding firm Siegel+Gale recently added to its Simplification capabilities with the appointment of Dona Wong, as Strategy Director of Information Design. As the former graphics director for The Wall Street Journal, Ms. Wong brings unique expertise to Siegel+Gale’s pioneering practice in simplified communications.
Ms. Wong’s information graphics work for The Wall Street Journal and The New York Times brought clarity and understanding to millions of readers everyday. Her new book, The Wall Street Journal Guide to Information Graphics, further demonstrates Dona’s dedication to transforming the world of information design, making her an exceptional asset to aid Siegel+Gale in applying the art and science of simplicity to help organizations excel.
Read more about Dona Wong and Siegel+Gale’s Simplification Practice, here.
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| Events | |
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SAVE THE DATE
Friday, October 30, 2009
12:00-6:30pm
The Center for Plain Language is pleased to present its
2009 Symposium
Achieving Transparency through Plain Language
The National Press Club
529 14th Street N.W.
Washington, D.C.
Sponsored by 
To register or to learn more about the symposium, click here.
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| Case Study | |
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A Living Legacy
"It is up to us...to work together for progress and humanity so that our grandchildren, when they look back at us, can truly say that we not only preserved the flame of freedom, but cast its warmth and light further than those who came before us."
– President Ronald Reagan
By 2008, four years after the President’s death, the Ronald Reagan Presidential Foundation and Library feared this legacy was in jeopardy. The Library, which is the official keeper of the President’s legacy, struggled to sustain the number of visitors it had just after Reagan’s death. One reason: it failed to appeal to the younger generations that President Reagan had hoped to inspire. To these generations, who had no direct memories of Ronald Reagan, the Library and its exhibits felt like another history lesson.
To increase interest and engagement in the Library, we created a brand strategy that made the President, his ideals, and his accomplishments relevant to today. We then created a brand voice and visual identity system for the Library focused on those ideals. To engage younger audiences, we extended that voice and visual system online, creating an immersive and interactive website.
Through our work, The Reagan Library preserves the legacy of President Reagan with a relevant and meaningful museum experience intended to inspire younger generations.
Click here to visit the Ronald Reagan Presidential Foundation and Library website.
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| Ideas | |
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Seven Misguided Brand Strategies
Larry Vincent, Group Director, Strategy
There are many guaranteed paths to brand failure, and during a downturn, botching a campaign is even less of an option. Here's how to avoid making those missteps.
Conventional wisdom advises marketing managers to exercise prudence during tough economic times. That is why so many companies freeze or reduce marketing spending during recessions. Some line items fare better than others. For example, it is easier for many managers to justify spending on demand generation than it is to rationalize brand investment. To quote one senior marketing executive, branding is often considered "a rich man's game."
But evidence from previous periods of recession provides us with good reason to challenge conventional wisdom. A 2002 study by McKinsey & Company found that companies willing to invest in branding and advertising activities, while their industry peers were cutting spending, outperformed industry performance averages when the economy recovered.
To read the full article, click here.
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| Contact Us | |
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If you would like to learn more about how Siegel+Gale and how our services can help your brand excel, e-mail info@siegelgale.com. |
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