Brand Voice works as brand glue, crystallizing strategies behind identity. A fully developed brand voice drives all communications to project a distinct personality that reinforces customer interactions.
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“I’m a former basketball player, and so when the NBA approached me with the desire to change its image, as well as the perception of the league, I reached out to a friend Dick Schapp, editor of Sports Magazine. I went over and looked through his files and found a picture of Lakers star, Jerry West.
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As you begin thinking about your successful brand identity program, consider an inside-out approach to developing the foundation elements of the brand. This is when an internal team sometimes supported by an outside consultant tap into the intellectual firepower of the organization to develop the purpose, position, voice and messaging.
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Brand voice programs today are usually structured around three or four words that provide direction for the tone of communications programs. A more robust approach to building a voice is needed — fusing purpose, positioning, messaging, customer interaction and visual language.
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The dental industry as a whole is also facing a critical crossroads. Consumers are more health conscious than ever, and their expectations of healthcare are increasingly being influenced by technology. This means that traditional practices and antiquated techniques are not going to cut it. It is up to...
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Contrary to common practice, penetrating branding programs cannot be built on a flawed “outside-in” research approach in which customers tell the brand what it is doing wrong, but not how to develop a compelling solution. I prefer an...
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Alan Siegel, the man who created the NBA logo, sat down with SI to discuss the inspiration for the logo and shares why former commissioner David Stern thought about changing it. Watch the video...
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Volvo ran a series of ads earlier this year using the theme, “Our idea of Luxury is Simplicity.” What Volvo astutely realized is that a rewarding relationship feels easy and uncomplicated and that...
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"I began to see that I was really a creative person — that photography stimulated some dormant creativity and passion I had for the visual arts," Siegel says, "and basically...
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If you told me back in 1968 that I would have a part in creating one of the longest lasting symbols in baseball and in business, I would have said...
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Governmental agencies find themselves at cross-purposes; while one agency requires more and more disclosure, another, such as the CFPB, slashes away at the very documents created by...
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We live in a time when people just don't trust government, whether it is federal, state or foreign. So what do people trust? ...
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Alan Siegel shared some of his experiences from his service in the US Army during the early 1960s—including meeting Elvis Presley and attending atomic...
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Clearly the government wasn’t ready for the October 1 deadline for health care insurance change but there is an opportunity to get it right in future releases. Change on this scale isn’t easy...
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