Korn/Ferry International

The Art & Science of a Global Brand

We're working with Korn/Ferry International and its sub-brands to launch an integrated suite of branded solutions that leverage both the art of talent management and the science of candidate evaluation and assessment. The talent management systems have already revolutionized the sector and continue to change the nature of executive search globally.

Services Provided

• Brand Integration Strategy
• Identity Design
• Visual Design Strategy
• PowerPoint Development
• Services Artwork
• Product and Division Naming Strategy
• Brand Architecture Audit

Current Brand News

Korn/Ferry Acquires Lominger Limited, Inc. - Press Release

Simply Continuous

Branding Fortune 500 Technology for the SMB Marketplace

Simply Continuous is changing the nature of the business-continuity space by leveraging the technologies and infrastructure systems tried and tested by some of the world's largest, data-centric organizations, and optimizing them for small- and medium-sized businesses. We're working with Simply Continuous to rationalize their product offerings, position their brand and launch a visual communication strategy to support their pioneering products.

Services Provided

• Brand Strategy
• Brand Architecture
• Visual Vocabulary & Brand Identity
• Product Positioning
• Communication Scenarios

Bioness

Launching a brand that truly changes lives

Bioness is a medical device manufacturer that literally gives people their lives back. Victims of severe neurological disorders look to Bioness to regain control of their arms and legs through innovative neurological stimulation technologies. We're working with Bioness to build a global brand worthy of their incredible advances in medicine.

Services Provided

• Brand Integration Strategy
• Identity Design
• Visual Design Strategy
• PowerPoint Development
• Services Artwork
• Product and Division Naming Strategy
• Brand Architecture Strategy

Würth

Bring a global brand to North America

Würth International is Europe's largest hardware distributor and is expanding rapidly in North America. We are working with seven acquired companies throughout the US and Canada to develop a brand architecture and naming strategy that retains the established regional presence of each company while integrating Würth's global strength.

Services Provided

• Brand Integration Strategy
• Division Naming Strategy
• Brand Architecture Strategy

BabyCenter (Johnson & Johnson)

Clarifying a global expert's role in market of mothers

Currently a leading authority in the pregnancy and child-rearing sector, BabyCenter is working to leverage its brand into new markets, audiences and services through a branded system that only BabyCenter can claim and own.

Services Provided

• Market Research Design
• Naming Strategy
• Brand Architecture Development and Implementation Strategy
• Product Integration Strategy

Genomatica

Branding truly sustainable chemicals in an over-promised, green-branded world

We're working with Genomatica to build a revolutionary brand that will effectively re-define the face of the chemical industry, from one of noxious industrialism to a champion of sustainable innovation.

Services Provided

• Brand Strategy
• Brand Architecture Strategy
• Communications Strategy
• Interactive Design
• Visual Vocabulary & Brand Identity
• Implementation Strategy

Sanrio

Telling the story of world's most beloved youth entertainment brand

Sanrio has tapped our creative strategy team to help tell the story of Sanrio's global appeal. We're creating tools that international sales teams will use to educate and inform audiences, engage partners and continue to grow the brand's retail presence.

Services Provided

• Brand Strategy Definition
• Sales PowerPoint Development

Jewish Family Service

Bringing pioneering services to Los Angeles' most needy citizens

The oldest social service agency in Los Angeles - a non-sectarian, non-denominational citywide institution of senior care, immigrant integration programs, homeless shelters, food bank and more. We're proud to be developing an organization-wide brand strategy for JFS and continue to work with their communications team on a range of initiatives.

Services Provided

• Brand Strategy
• Brand Architecture Strategy
• Communications Strategy
• Visual Vocabulary & Brand Identity
• Implementation Strategy
• Event Branding

Hostelling International

Positioning 100 years of travel tradition for adventurous youth

We focused our energy on revitalizing the hostelling industry in Canada by showing travelers of all ages that there is more to hostelling than a place to sleep and a temporary social scene. The organization's nationwide network of properties offers travelers a truly unique experience from the rustic national forests to the urban city swell. So we worked with an interdisciplinary team of stakeholders from across the country to define and articulate the brand's unique value through messaging and visual storytelling.

Services Provided

• Brand Strategy
• Naming Strategy
• Visual Vocabulary Communication Scenarios
• Brand Implementation Strategy

Adobe

Integrating disparate product brands into a unified brand strategy

Adobe's strength as the undisputed leader in digital design didn't mean their products were easy to understand and purchase. We built a brand architecture and versioning strategy that integrated their leading design tools into a synchronized "suite" of unified products. Adobe Creative Suite marked the first time in the company's history that brand strategy informed business, engineering and retail strategy. The program continues to succeed with Creative Suite 3 and sales of multiple-product bundles continue to rise.

Services Provided

• Product Brand Strategy
• Brand Architecture and Suite Strategy
• Brand Naming and Versioning System

*Work done while executive leadership was employed by Siegel + Gale

BMC Software

Rebranding a silent giant

As the world's 8th largest software company, you may not know BMC, but there's a good chance you're touched by their products every day. Their Business Service Management enterprise software runs some of the Fortune 500's largest companies. Their history and strength led to the acquisition and development of over 430 individual products and brands - confusing customers and the company's sales team. Built on the strategic brand platform constructed with an international team of stakeholders, we took the array of products and services and developed an integrated set of offerings under only six brands and eight solution suites. The brand strategy reinvigorated the entire sales force and unified communication teams around the world.

Services Provided

• International Brand Strategy
• Brand Architecture
• Ingredient Brand Strategy

*Work done while executive leadership was employed by Siegel + Gale

Seriosity

Changing business through the world of multi-player gaming

Seriosity's proprietary approach to business communication leverages the complex social environments employed by massive multiplayer online games like World of Warcraft. Confusing? The effects of Seriosity's innovations will change how you manage your attention in and outside the office. We're working with Seriosity to bring these business changing technologies to market.

Services Provided

• Brand Strategy
• Visual Vocabulary
• Naming Strategy
• Brand Architecture

Conexant

Positioning a brand so important that it powers your ability to read this

Conexant technologies are built into over 85% of the worlds internet communication devices. With little recognition for their contribution to the digital revolution, Conexant was striving to defend their position and fend of aggressive competition. We led the executive team through the development and launch of a new corporate positioning strategy, informing the organizational wide communications. The positioning's summary "Driving the Digital Home" remains relevant and strong nearly five years later. Check out http://www.conexant.com to see it in action.

Services Provided

• Brand Strategy

*Work done while executive leadership was employed by Siegel + Gale

Con-Way

Merging three world leaders into a brand strong enough to carry them all

Your small packages might come via FedEx or UPS, but when it comes to industrial shipping and logistics, CNF/Conway is the industry leader. The integration of industry leaders Menlo, CNF and Conway was a brand strategy nightmare considering the 7,000 truck fleet the three companies owned and utilized. We developed an integration brand strategy that brought the boards of directors and shareholders to join the three forces and unify the organizations nationwide. See the transition in progress at http://www.con-way.com.

Services Provided

• Brand Integration Strategy

*Work done while executive leadership was employed by Siegel + Gale

Fastclick / Valueclick

Getting a pioneering internet brand the recognition it deserves

Search engine advertising might have been pioneered by Overture, but mastery of the distribution of the advertising was pioneered by the engineers at Fastclick. We worked with the executive team to position and own a complicated landscape that clarified and communicated the strategic benefits of the traditionally complicated offering. The brand's new-found strength eventually lead its acquisition by Valueclick, resulting in the largest independent search engine advertising company in the world.

Services Provided

• Brand Strategy
• Brand Naming
• Brand Architecture
• Brand Identity Design

*Work done while executive leadership was employed by Siegel + Gale

Filenet / IBM

Build and rebrand an entire industry, again, and then once more

After creating an industry, Filenet taught the world how to manage enterprise content on a global scale. Their innovations resulted in an influx of competitors distracting the market and confusing customers. We rebuilt the company's brand through an international brand strategy initiative encompassing three continents of leadership, customers and partners. The program included corporate identity, brand platform, brand architecture and web strategy - and it reclaimed Filenet's position as the undisputed industry leader. So effective was the rebrand that nearly every competitor realigned with their strategies with Filenet's less than two years later. We refreshed the brand again and Filenet was then acquired at nearly double valuation by IBM.

Services Provided

• Brand Strategy
• Brand Naming
• Brand Architecture
• Brand Identity Design
• Web Strategy
• Brand Implementation

*Work done while executive leadership was employed by Siegel + Gale

Hamilton Beach

Leveraging the equity of a household name

Hamilton Beach Proctor Silex is the US's largest manufacturer of small kitchen appliances. We worked with them to devise a brand extension strategy that leveraged their groundbreaking history, contemporary design and market leadership in a range of kitchen products that supported and strengthened their relationship with both retailers and consumers. The new licensed products are on the shelf today!

Services Provided

• Brand Extension Strategy

*Work done while executive leadership was employed by Brand Sense Partners

Microsoft

Two brands, two audiences, one need

Microsoft builds only a small piece of the market's Windows software. Developers large and small look to Microsoft to provide them with the technology and resources to build world class applications on top of the Windows platform. For years, two strong Microsoft brands held court: Visual and MSDN. Both fought for the hearts and minds of the developer world resulting in confusion and inconsistent relationships between Microsoft and their external partners. We devised a brand strategy that enabled MSDN to become the voice of the entire Microsoft development space - unifying and solidifying their relationship with their most important customers.

Services Provided

• Brand Strategy

*Work done while executive leadership was employed by Siegel + Gale

Overture / Yahoo! Search Marketing

Building a brand from the inside out

Google's bread and butter of search engine advertising was invented by Overture - the true pioneers of paid placement in search engines. As a technology powerhouse, Overture never focused on their brand and was losing the opportunity to build affinity and favor in an exploding market. We developed a brand platform, including mission, vision, positioning and messaging - informing all corporate communications initiatives to follow. Yahoo! acquired Overture two years later and we were hired back to reposition the brand and its products within the Yahoo! portfolio. The brand strategy still lives on five years later in all corporate communications.

Services Provided

• Brand Strategy
• Messaging Strategy
• Brand Architecture Strategy

*Work done while executive leadership was employed by Siegel + Gale

Peregrine / HP

The sales force:the most important brand evangelists in your business

Bankruptcy, aggressive competition and a cluttered marketplace nearly destroyed Peregrine. The products were strong, the customer base loyal and the brand - nearly irrelevant. Through a strategic partnership with Bain & Company, we rebuilt the entire corporate communications strategy. The initiative included everything from positioning and brand architecture to training the sales force at a two day brand alignment off-site. The realigned and clearly directed sales team grew the business year over year, pulling Peregrine out of bankruptcy and into the hands of Hewlett Packard's enterprise software division at double valuation.

Services Provided

• Brand Strategy
• Sales Strategy
• Brand Architecture Strategy
• Brand Alignment Strategy
• Brand Training
• Visual Vocabulary
• Sales Tool Development

*Work done while executive leadership was employed by Siegel + Gale

SoBe / Pepsi

Teaching the world to drink healthy

Health drinks fill the shelves these days - and you can thank SoBe. The original kid on the block invented the health-infused drink category. Our team helped launch the brand to the youth market through nearly two years of promotional brand marketing initiatives. The series of events grew SoBe's market share of the drink space so significantly that they were soon acquired by Pepsi. Look for the latest line of health-infused SoBe drinks to hit the shelves shortly.

Services Provided

• Promotional Brand Marketing

*Work done while executive leadership was employed by Ellinai Industries

TEC / Vistage

Building a brand for an audience who's too busy to listen

The world's largest association of CEOs helps companies large and small build a name for themselves worldwide. When T.E.C. needed help positioning their business, they called in our team to build an organizational wide brand platform, including product and corporate brand naming. The newly launched Vistage continues T.E.C.'s reign as the go-to resource for the world's most innovative C-level executives.

Services Provided

• Brand Strategy
• Naming Strategy
• Brand Implementation Strategy

*Work done while executive leadership was employed by Siegel + Gale

TiVo

Using Brand Architecture to rebuild a customer experience

TiVo is to DVR as Kleenex is to tissue. Although the ubiquity means market domination, that doesn't mean an easy brand experience. Engineering feats and constant product innovations cluttered TiVo's interface and stymied consumer adoption of new features. We used our brand architecture models to assess the consumer experience and realign the TiVo interface, making products and tools easy to understand and use. DVRs may be discussed on common ground by industry pundits... that's because they haven't owned a real TiVo.

Services Provided

• Brand Experience and Navigation Audit
• Brand Architecture Strategy

*Work done while executive leadership was employed by Siegel + Gale

Viewsonic

Positioning a consumer brand through the eyes of B2B value

US Homeland Security requires every airport to scan travelers' bags. When the detection device completes its pass, where do the images show up? On a Viewsonic monitor sitting on top of the $200,000 scanner. Despite this incredible validation of quality, Viewsonic had never thought to leverage the usage by industry professionals as a key brand differentiator. Through exhaustive brand research and strategy positioning, we rallied the entire corporation around serving the professional - and letting the quality effects trickle down to consumers. The incredibly strong and differentiating positioning strategy still holds against the test of time and informs corporate communications strategy nearly 4 years later.

Services Provided

• Global Brand Strategy
• International Brand Alignment and Training

*Work done while executive leadership was employed by Siegel + Gale

Yahoo!

Getting history's most famous internet brand to work as a single business

Yahoo! was nearly everyone's first internet experience. Bringing the best of the internet to a single place was founders Jerry & Dan's only priority, and it remains the same to this day. Over twelve years later Yahoo! is still the portal of choice to swim through the amassing billions of internet sources. Explosive growth and technology revolutions fragmented the Yahoo! brand into almost 300 individually branded experiences in the US alone. Through the most broad reaching and strategic brand architecture initiative ever built (not our opinion, ask anyone who's seen it), we unified every Yahoo! product across the globe. Brand alignment programming took place in 75% of Yahoo!'s offices worldwide and 10,000 copies of the brand architecture system have been distributed to Yahoo! employees. Today, every Yahoo! acquisition, partnership, brand launch and URL is informed by the system we built and launched nearly three years ago.

Services Provided

• Global Brand Architecture Strategy
• Product and Service Positioning
• Product Naming Strategy
• International Executive Brand Training

*Work done while executive leadership was employed by Siegel + Gale