Employee Engagement - as presented by Thom Wyatt, strategy director Siegel+Gale
Siegel+Gale Credentials
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Transcript of Siegel+Gale Credentials
An Introduction to Siegel+GaleRelevant Credentials
Within this book, you will see emblematic examples of our nearly 40-year-old philosophy: Simple is Smart. But simple doesn’t mean simplistic. Simple allows for easy understanding. Simple enables evangelism. Simple is a platform for growth. By simplifying, we amplify. With Simple is Smart as our mantra, we help to build brands that are clear, credible, and relevant. Then, we allow these ideas to spring from the boardroom wall, and into life.
Simplicity is the ultimate sophistication.Leonardo Da Vinci
About Siegel+Gale
Simplicity is the ultimate sophistication.Leonardo Da Vinci
Siegel+Gale has full-service offices in New York, Los Angeles
London and Dubai and strategic partnerships around the
world. It is part of the Omnicom Group Inc. (NYSE-OMC)
(www.omnicomgroup.com), a leading global marketing
and corporate communications company. Omnicom’s
branded networks and numerous specialty firms provide
advertising, strategic media planning and buying, direct and
promotional marketing, public relations, and other specialty
communications services to over 5,000 clients in more than
100 countries.
Siegel+Gale is one of the world’s premier strategic branding
companies. Since it was founded by Alan Siegel in 1969,
the firm has applied the art and science of simplicity to
create branding programs that have helped many of the
world’s best-known organizations excel. Driven by its
philosophy of Simple is Smart, Siegel+Gale has led the
way in bringing innovation to the corporate branding field,
including transforming complex, incomprehensible customer
communications into plain English; helping clients create
distinctive brand voices across all their communications;
transporting brands onto the Internet; and aligning the brand
experience for customers with the brand promise.
The firm has worked with an array of blue chip organizations,
including American Express, Bayer, Lehman Brothers,
Medtronic, Dell, Harley-Davidson, Lexus, Merrill Lynch,
Yahoo!, Caterpillar, Sony, Motorola, the National Basketball
Association, 3M, Dow, and The Four Seasons Hotel Group.
Who We Are
Naming
Develop corporate, product, and service names that clearly
identify their purpose and adhere to the brand strategy.
Brand Evangelism and Training
Educate all members of the organization about the brand
promise, identity, and experience to foster a brand-aware
culture. Customized workshops and seminars supported by
interactive and printed media show stakeholders how to live
the brand day to day.
Internet Strategy and User Experience Design
Help our clients develop strategies that leverage the Internet
to drive their businesses. Create highly intuitive, usable,
branded user experiences for the Web, kiosks, company
Intranets, and client Extranets.
Brand Collateral Development
Offer content development, graphic design, production, and
motion graphics services to dramatize our clients’ brands in
all communications for the brand launch and beyond.
Brand Research
Design and execute research to inform and validate brand
positioning and architecture. Assess brand elasticity.
Measure the impact of how brands affect business results.
Brand Strategy
Uncover a company’s unique and enduring value. Identify
opportunities for brand growth. Articulate the promise in a
succinct and differentiating way.
Simplification
Transform information-intensive customer interactions into
positive brand experiences using communications analysis,
information design, and plain-language writing.
Brand Architecture
Determine the relationship of the corporate brand to all its
parts—business lines, partners, products, services—and
provide a strategy for current and future branding and
naming practices.
Corporate Identity Design
Design systems—proprietary visual vocabularies
that distinguish communications, environments, and
experiences—to support the core promise of the company at
every touch point.
What We Do
Our life is frittered away by detail... Simplify, simplify, simplify!... Simplicity of life and elevation of purpose.
Henry David Thoreau,
“Walden”
Case Studies
Our life is frittered away by detail... Simplify, simplify, simplify!... Simplicity of life and elevation of purpose.
Henry David Thoreau,
“Walden”
Comcast Triple Play Bundling
As Comcast set out on this journey in 2005 to develop its
brand portfolio in a multi-platform world, it has been joined
step by step with Siegel+Gale, to help the firm navigate
myriad product development and communications initiatives
that have involved a confluence of subscriber and segment
research, nomenclature development, brand architecture,
and creative design. Among these Siegel+Gale has worked
to bring the Comcast Triple Play and its growing bundled
and tiered product portfolio to life in the hyper competitive
and converging media marketplace—the stakes could not be
higher.
The days of media companies providing their content on
one platform are long gone.
As the United States largest cable company, Comcast has
set the bar for “best practice” branding across a growing
array of platforms spanning digital cable, high speed
Internet, digital telephony and, very soon wireless—the 4th
platform.
RIGHT: “enchilada” concept
“The Whole Enchilada from Comcast!”
THIS PAGE: “bundle me” conceptNEXT PAGE: “caboodle” concept
“Bundle me...with Cable, Internet, and DigitalPhone”
“Do you Caboodle?”
In the face of increasing pressure from Xbox, and its online
gaming service, Xbox Live, in particular, Sony Computer
Entertainment America (SCEA) asked Siegel+Gale to name,
define and create a visual identity for the PlayStation online
community.
Future and existing PlayStation games would be branded
with the name and identity, so the mark had to both remain
true to the PlayStation brand and work across all media
(console screen, print, packaging and online). How this
experience would be represented online, was a key issue
addressed in our work.
As a result of this, and ongoing work, SCEA asked
Siegel+Gale in the spring of 2006 to develop the brand
strategy and positioning for the PlayStation 3, widely
considered the most anticipated gaming console in history.
Siegel+Gale, along with the dedicated team at PlayStation,
began to define gaming, and entertainment, for the next
decade.
When Sony Computer Entertainment International (SCEI)
added a web browser to the PlayStation Portable (PSP)’s
capabilities, they turned to Siegel+Gale for help in driving
loyalty among current and future PSP users. Through
quantitative and qualitative research efforts, we explored
key trends, behaviors, and expectations in the marketplace
among consumers, web publishers, carriers, manufacturers
and licensors, to better understand the market’s unmet
needs in the category of wireless gaming.
Informed by our insights, we set out to design the official
website for the Sony PlayStation Portable. Since the PSP has
neither a keyboard nor mouse, we created new user interface
principles, taxonomy guidelines and standards for the site
that felt as intuitive to loyal users as web browsing on their
home PC.
Sony PlayStation Portable
ABOVE: user interface navigationBELOW: Siegel+Gale designed prototype screens
ABOVE: PSP interface for HDTVBELOW: day/night cycle interface schematic (morning, midday, and night)
by over $200 million in radio advertising, the Alliance needed
to develop the right brand strategy, positioning, promise, and
messaging to launch and maintain the brand over the short- and
long-term.
Siegel+Gale was called upon to develop an overarching strategy
and promise to define the brand and build awareness in the
marketplace. Further, we were tasked with developing the
supporting detailed messaging that would serve as the basis
for over 10,000 radio stations to define, promote, and educate
listeners about this exciting new, free technology coming
their way.
Based on in-depth consumer research, we developed a brand
story that appealed to a large, core target audience, enveloped
in a new positioning—Discover What’s Between the Stations,
accompanied by a trademarked tagline: HD Radio: Discover It!
Lastly, to provide real utility for station managers, programming
directors, and on-air talent at the station level, our consultants
delivered HD Radio’s messaging within a message matrix that
delineated priorities, communications strategies, tone, and risks
to avoid—all organized around granular target audiences.
The year is 2006. Traditional radio is under attack. The ad-
supported medium, beloved by generations and responsible
for many iconic moments in communications history, has
found a serious rival in satellite radio. Still in its infancy, but
rapidly gaining steam, satellite radio has successfully lured
top-tier programming talent to its stable, while launching its
100-plus digital channel offering to consumers worldwide.
This subscription-based industry, comprised primarily of XM
Radio and Sirius Satellite, boasted almost 10 million paying
subscribers and was quickly transforming how the radio
industry defined its value proposition, programming formats,
technology expenditures, and its business model in general.
Joined in battle to defend its industry, six of the nations largest
radio station groups (e.g., CBS Radio, Clear Channel, Cumulus
Media, Emmis Communications, Entercom Communications,
and Greater Media) came together as a consortium (the HD
Digital Radio Alliance) to define HD Radio (high-fidelity digital
programming across an expanded spectrum of radio channels)
in the marketplace and to accelerate the rollout and consumer
acceptance of this exciting, new medium through aggressive
joint-marketing efforts across multiple industries. Supported
HD Radio
ABOVE: brochureBELOW: message matrix
The rich, colorful language stood out in the Romanian
marketplace of mostly monotone brands, creating a clear
sense of excitement and celebration—which proved helpful
in gaining internal enthusiasm in the company and building
fast awareness in the marketplace.
As a pay-TV brand, Dolce needed to live in electronic
environments. We designed the programming guide interface
that brought the brand to life while keeping it consistent with
its print design language.
Since the brand was sold primarily in retail outlets, we also
designed a plasma screen-enabled product demo, literature
package display and promotional messages. The unit was
used in both brand and dealer stores and helped capture
customers’ imaginations with an entertainment-driven look
and feel.
Romtelecom, Romania’s semi-state-owned fixed-line telecom
operator, decided in 2006 to launch a satellite TV offering in
the Romanian marketplace as a tool to enhance customer
retention and move towards a future quad-play offering.
With deadlines that allowed roughly half the time it usually
takes to launch such a service, Siegel+Gale needed to move
fast. We 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 logo and tone of voice of Dolce celebrated variety and
richness of experience through strong use of vivid colors,
coupled with soft rounded typography the implied a sense of
indulgence, and a tagline “enjoy a richer life.”
Dolce
ABOVE: digibox and packagingBELOW: website
ABOVE: front and back of display kioskBELOW: posters
ABOVE: on-screen user interfaceBELOW: user guide spread and cover
As you can see, Siegel+Gale designers crafted a compelling
new visual language to signal the merger and expansion of
services as well as to trumpet the exciting news about the
new Intelsat on the web, through email blasts, in advertising,
and with employee-facing posters and communications.
Welcome to the new Intelsat.
It’s a small world, after all.
Intelsat came to Siegel+Gale during the end-stages of its
own Space Race with rival PanAmSat. Their merger created
the world’s largest commercial satellite network. More than
that, the new Intelsat now offers Earth’s most technologically
advanced capabilities and its clients the prospect of success
that is now much closer, by far.
Siegel+Gale created a brand platform for the new Intelsat
around the concept of “Zero Degrees of Separation,”
shorthand for intimate, customer-focused service to television
and content providers, corporate, government, and military
entities and ISPs.
Intelsat
ABOVE: poster, frontBELOW: poster, back
ABOVE: stationery systemBELOW: book
ABOVE: internal messaging postersBELOW: website
Motorola
Motorola engaged Siegel+Gale to develop a comprehensive
system of brands and guidelines for its global channel
partners. These partners, who include value-added dealers,
resellers, software developers and systems integrators,
needed to have a clearly articulated approach to applying the
Motorola brand and expressing their channel relationships
across all communications.
The system created by Siegel+Gale drastically simplified
the expression of channel partner roles and responsibilities,
improving the partners’ ability to express their relationship
to the Motorola and help build the Motorola masterbrand.
We developed a comprehensive set of guidelines including a
proactive approach to co-branding and partnership branding,
in which the Motorola brand lives alongside the channel
partners’ brands. We also included detailed specifications
for product packaging, marketing collateral, web properties
and other communications materials.
With a completely overhauled visual system in hand, we
accompanied Motorola to regional kick-off sessions around
the globe to introduce the new visual system and guidelines
to internal audiences, in a series of implementation forums
and workshops.
Managing brand assets globally can be an arduous task.
When you are Motorola and operate brands in myriad
business sectors and regions around the world, having clear
and compelling communications is imperative.
Thus, when Motorola approached Siegel+Gale to revitalize
their global, business-to-business visual identity system,
it promised to be a very comprehensive undertaking. The
scope of the engagement involved simplifying over 300
pages of visual guideline documents, refreshing the “look
and feel” of their existing visual system, and aligning their
new positioning across all communications.
First, our consultants streamlined and reorganized their
guidelines and visual system to make it easy to use,
free of redundancies, and useful for a variety of diverse
internal audiences, including designers, marketers, and
communications executives.
Next, our designers refreshed the “look and feel” for
Motorola’s entire collateral system, by focusing on
streamlining the design elements to eliminate confusion and
complexity. Then, we created a unique graphic element—
the motion mark—to replace the mobility pattern and
communicate the new brand platform. Finally, we applied
the visual system to 15 prototypical collateral applications
and created new templates.
ABOVE: channel identifier, authenticity, and compatibility mark system
solutionpartner
developmentpartner
resalepartner
distributionpartner
servicepartner
Channel identifiers
Authenticity Compatibility
premierservicepartner
premierdistribution
partner
premierresale
partner
premiersolutionpartner
premierdevelopment
partner
compatible
ABOVE: distribution partner identifier on storefront BELOW: resale partner identifier on partner website
ABOVE: distribution partner identifier on yellow pages ad BELOW: authenticity mark on Motorola phone battery
Here, Siegel+Gale was tasked with creating an easy-to-
comprehend and compelling naming system and visual
identity for the venture’s product brand, its feature set,
and each layer of the individual products offerings. Both
the naming system and visual identity had to allow for
each partner company to market the product within their
respective footprints, while still being tethered to the
parent brand.
To accomplish this we created a new name, Pivot, naming
architecture guidelines, and a graphic identity that brought
the names to life and helped each partner manage how the
Pivot brand was launched commercially and applied across
both internal and external audiences.
Picture this: A mom walking through the aisle of the grocery
store watching CNBC’s Closing Bell on her Sprint cell
phone as she hunts for last minute groceries. A college
student watching her school’s basketball team in the NCAA
Final Four on her cell phone, while at the same time text
messaging her three friends, who are at the game! A doctor
in the operating room, remotely coordinating his phone
calls between his cell phone and home phone. Sounds like
a scene from the future right? Well, not exactly. In fact, for
Sprint and some of the nation’s top cable operators—that
future is possible, and that future is now!
This vision, of bringing digital cable programming and other
services to mobile devices, was presented to Siegel+Gale
by Sprint and its joint venture partners, cable operators
Comcast, Time Warner Cable, Cox, and Bright House
Networks and hinged upon a long-term goal of going to
market with an evolving array of product choices that
communicate value and quality to consumers, while being
relevant to their increasingly digital lifestyles.
Sprint: Pivot
™
ABOVE: visual identity guidelines
™
Pivot style guide
Pivot style guide June 20063.6 imagery style
Imagery should tell a story about the Pivot positioning and attributes.
It is important to choose imagery that implies motion, particularly in a circular or pivotal manner. Or, choose imagery that relates to the services you can get on your phone from Pivot (i.e., sports, entertainment, music).
Shown here are examples of full-bleed imagery and silhouetted imagery. Use large, full bleed images for impact. Use white backgrounds with silhouetted images to communicate a simple and modern feeling.
full bleed
silhouette on white
3.0 Brand elements
Pivot style guide June 20066.12 endorsements
It is important to show the relationship of the MSO companies and Sprint in the Pivot joint venture. This is shown with the endorsement, which must appear on all Pivot communications.
The endorsement should always appear on a white background. Note the white endorsement area at the bottom of the example shown here. On two sided communications, such as a brochure, the endorsement area can appear on the back.
The endorsements shown here are for Pivot-focused communications. In Pivot-focused communications, Pivot is the central message, and the local MSO and Sprint logos appear as shown, with the description “Pivot is a new service from local MSO and Sprint.”
The MSO logo should always be on the left, and the Sprint logo on the right. Visually make the two logos appear equal, and align the baselines. The description appears to the right, on two lines, as shown. Do not re-create this art. Art work for the endorsements can be downloaded along with Pivot brand mark art at www.xxxxxxxxxxxxxxxxx.com.
On MSO-focused communications, the endorsement changes. See page 7.15 for specifications.
endorsement in use
www.pivot.com
watch
connect
acce
ss
receive
link
talk
surf
send
your world of information and entertainment wherever you turn
Pivot is a new service from Comcast and Sprint.
Pivot is a new service from Bright House and Sprint.
Pivot is a new service from Time Warner Cable and Sprint.
Pivot is a new service from Cox and Sprint.
6.0 Pivot communications
ABOVE: postersBELOW: brochure
ABOVE: service on handheld deviceBELOW LEFT: service on handheld deviceBELOW RIGHT: webpage
To reinforce this promise, OCAP needed a new name and
visual look and feel that captured both the short-term
needs and long-term vision of the technology. Siegel+Gale
conducted testing around different name and design options,
deciding on tru2way™ matched with a fluid, modern logo
whose integrated arrows and name give it a streamlined,
directional feel. As a stand-alone trademark and technology
symbol, the tru2way™ logo signifies the purity of the
interactive experience.
Formally announced in January at the Consumer Electronics
Show by Comcast CEO Brian Roberts, the tru2way™
technology will be integrated into digital television, hitting the
retail shelf in time for the 2008 holiday season. Impressed
by the positive marketplace reception to the tru2way brand,
CableLabs President and CEO Dr. Richard Green exclaimed,
“tru2way™ appears to have really nailed it for cable’s
interactive video future.”
A future that looks very bright indeed.
The future of television has arrived.
In 2007, Siegel+Gale was tasked with developing a brand
positioning, name, and visual system for the OpenCable
Platform (OCAP), a revolutionary technology that unleashes
the power of two-way, interactive television. Developed
by a multi-industry consortium of major cable operators
including Comcast, Cox, Time Warner Cable, Cablevision,
and Bright House Networks; electronics manufacturers
Panasonic, Samsung, LG, and Microsoft; cable industry
trade organizations CTAM and NCTA; and CableLabs®,
OCAP delivers an interactive viewing experience that all but
eliminates installation hassles and the need for equipment
such as the set-top box, wires and remotes.
In conducting a thorough analysis of the current
environment, organizational, and consumer perspectives,
Siegel+Gale learned that the brand opportunity centered
around enhancing choice, process, and the interactive
experience facing consumers. Out of this clutter came the
brand promise: OCAP’s ability to streamline how you choose,
use, and enjoy your TV.
tru2way
ABOVE: brochure
ABOVE: Brian Roberts, Comcast CEO, introduces tru2way at 2008 CESBELOW: tru2way compliant TV
ABOVE: billboardBELOW: reversed color logo
Not to knock revivals – who can hear enough Al Dubin and
Harry Warren, much less Cole Porter or the Gershwins, after
all? – but did you happen to glance at the 2006 nominees?
The History Boys, The Lieutenant of Inishmore, The Color
Purple and talent like Ralph Fiennes, Lynn Redgrave, Harry
Connick Jr. and Chita Rivera, to name a few…
… I mean, Come on, people!
The biggest award show on Broadway, upstaged by a little
golden celluloid hero?
We didn’t think so. Nor did the American Theatre Wing,
which sought to commemorate the Tony Award’s 60th
Anniversary in accustomed high style with a new identity
replete with a complete makeover of its logo, collateral and
website.
Not just cosmetics, but the health of the Great White Way
itself drove the Tony Awards into the arms of Siegel+Gale
(you know how these romances happen). The American
Theatre Wing sought to reach out to that wide swathe of
America whose conception of the live theater was limited to a
musical like 42nd Street.
Tony Awards
LEFT: posterRIGHT: website
THIS PAGE: postersLEFT PAGE: Times Square billboard
CNBC
To help CNBC make this transformation, Siegel+Gale created
a compelling new brand promise, personality, and tagline,
Make it Your Business, which positioned CNBC in the
personal finance market vs. stock selection.
We also identified the attributes that a business news network
should possess, and developed a strategic plan to help
CNBC evolve into this new model over time.
The convergence of the recession, the bear market, terrorist
attacks, and the war on the Middle East, had precipitated a
decline in CNBC’s ratings, audience, time spent viewing, and
advertising revenue.
In this new environment, CNBC needed to transform itself
from the “stock market channel” into a vitally interesting
business news network, build awareness for this broadened
offering, and restore trust in their brand.
THIS PAGE: print ads
The retail experience we created encompassed three
different types of stores: dealer stores (of which there were
300 across the country), brand stores (64), and the flagship
experiential store. In all environments, the key driver behind
the new design and components was education: Eurotel
wanted to teach new and existing customers how to use its
products and services as tools that allowed them to achieve
more. The components and merchandise in the stores were
designed to allow customers to experience and trial new
services through ‘touching’ and ‘experiencing’, thereby giving
them the means to interact with the brand
In order to communicate the idea of ‘achieving more out
of life’ we built an image library using real life people from
different walks of Czech life who represented the concept
of “everyday achievers”. The combination of this unique
imagery, with a fresh new visual language used consistently
across all touch-points, conveyed the notions of energy
and inspiration allowing Eurotel to generate impact and
distinctiveness in the marketplace, while maintaining their
long standing reputation of a solid, reliable company.
As the first mobile operator in the Czech Republic, Eurotel
dominated the market in the 1990s, but by the end of
the decade realized it needed to reposition the brand in
the face of new competition. We refined Eurotel’s existing
brand strategy, reinforcing the company’s vision that people
everywhere should view themselves as every day achievers.
Having conducted a thorough competitive analysis and in-
depth customer interviews to understand what made Eurotel
special, the results, combined with the core strengths of the
Eurotel brand, helped define the desired brand positioning
with key values that would shape every touch-point in the
relationship between the brand and its customers.
The new brand promise reinforced the company’s vision that
everyone should be able to get ‘more out of life’ – reflected
through the design of a unique and ‘energetic’ wordmark for
the name Eurotel. Having clarified their brand architecture,
we developed a browser-based tool to ensure that the new
model would be easy to understand and could be used
internally. We further simplified their communications by
rationalizing more than 20 separate marketing and billing
materials into just 3 literature editions resulting in significant
cost savings for the organization.
Eurotel
THIS PAGE: brand value posters
ABOVE: employee brand value poster LEFT: consumer brochures BELOW: SIM cards
ABOVE: business brochure BELOW: website
Qore: Presented by the PlayStation Network
Siegel+Gale assembled naming and design teams on both
coasts to garner the widest array of names and identity
explorations. Working from a common creative brief, we
focused on themes ranging from ‘purity’ to ‘exploration,’
the ‘center of the universe’ and the ‘heart of the game’.
Ultimately, the team focused on the idea of the program as a
representation of the center of the gamer universe.
“Qore is the first step in providing original content dedicated
to the PlayStation community and evolving the network into
a place where our customers can gather, share and discover
new forms of entertainment,” said Peter Dille, senior vice
president of marketing at Sony Computer Entertainment
America. Plans are to enroll 100,000 subscribers in 30 days;
with a target goal of acquiring 3-6% of the installed base.
And there is long-term interest in extending this brand name
to a broader content banner in the vein of MTV Films. This
name could become an imprimatur for PlayStation-generated
entertainment content of many different formats.
Loosely organized around the premise of a “digital magazine,”
PlayStation launched an interactive content program on
June 5, 2008, that serves as the gamers’ version of
60 Minutes or Access Hollywood. The subscription-based
program provides packaged interactive video that is refreshed
and distributed on a monthly basis. Qore episodes can be
purchased individually ($2.99) or by annual subscription of
13 episodes ($24.99). The format for each edition includes
up to four feature segments, a video download, recurring
editorial content, behind-the-scenes exclusive footage,
game downloads and beta tests, add-on game content, and
integrated advertising pods.
Initially targeting hardcore gamers (males, between the ages
of 18–34), but eventually expanding to include casual gamers
and entertainment enthusiasts, the name and identity needed
to convey the edgy nature of the content while invoking a
sense of accessible aspiration among casual gamers.
ABOVE: first episode of QoreLEFT: digital magazine images spreadBELOW: brand voice book spread
The My Yahoo! property had high visibility in the new
information architecture but the sign-up page had low click-
though rates. We needed to explain: What is My Yahoo! and
determine what messages would resonate with potential
users. We proposed a comprehensive test of multiple
messages each running for two weeks’ time and testing both
rich media and HTML versions of the registration pages
based on either personality or functionality. Conversion could
be improved by breaking up the registration process and
providing contextual help.
Since the beginning of our engagement, Yahoo! has seen
some significant results. There was an increase in My Yahoo!
sign-ups for every test case with the Personality message
resonating the best and resulting in a 51% increase in sign-
ups and a 61% increase in sign-ins. In addition, it has been
positively received among the business community.
“Yahoo!’s tack differs from many of its Net competitors. The
company attaches its moniker to virtually everything it does
and intertwines its various services with links throughout its
sites.” — Business Week
Yahoo! approached Siegel+Gale to help them better handle
their rapid growth. They had grown from a directory to
the largest website on the Internet. An engineering based
environment and siloed culture had resulted in a confusing
user experience, and undefined value propositions and
cumbersome registration processes were barriers to entry
for consumers. As a result, registration had grown in length
throughout the years due to different properties needing
different information. Managing that information was difficult
and confusing—a great deal of information can be managed
only by going through the individual properties.
Yahoo! approached Siegel+Gale to assist with overall strategy,
brand and information architecture, and user interface
design. Through the process, Siegel+Gale learned that the
Yahoo! brand needed to work just as hard at migrating users
from property to property as drawing them in. Naming of
properties needed to be descriptive for increased ease of use
and understandability. Many of the property benefits were
not clearly explained to consumers. Siegel+Gale developed
a decision tree strategy for naming brands related to their
relevance to the master brand.
Yahoo!
ABOVE: brand architecture decision treeRIGHT: decision tree close-upBELOW: my Yahoo! registration
American Express
Dolce
Lexus
Agility
The New School
SunTrust
AARP
Tony Awards
Comcast
Sony PSP
Allstate
Motorola
U.S. Air Force
Harley-Davidson
NBA
Port of Long Beach
Other relevant work: Siegel+Gale
Siegel+Gale Timeline
New York625 Avenue of the Americas4th FloorNew York, NY 10011United StatesT +1 212 453 0400
Los Angeles10960 Wilshire BoulevardSuite 400Los Angeles, CA 90024United StatesT +1 310 312 2200
London1 RiversideManbre RoadLondonW6 9WAUnited Kingdom T +44 (0)208 735 8950
Dubai Burj Dubai Square Building 1, 6th FloorP.O. Box 40604, DubaiUnited Arab EmiratesT. +971 4 425 8841
www.siegelgale.com