A recent NY Times article pointed out the convoluted rules of frequent flier programs and variety of formulas to compute them suggesting that qualifying for tiered status levels required a “Ph.D.” However, airlines are not the only offenders.

blog, Brand Voice, Clarity above all, marketing, Siegelvision, Simplicity, SimplificationShkumbin MustafaFebruary 25, 2019blog, simple, simplicity, siegelvision, marketingComment

If you don’t have a purpose you don’t have a prayer

Since the dawn of life humans have looked to the skies and wondered why am I here? What is my purpose? It’s something that all humans and all members of every organization want to know.

10 Brand Voice Lessons by Alan Siegel

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.

Building Powerful Brand Identities

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.

How to build a distinctive brand voice

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.

A Brand New Beginning

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...

The Purpose-driven Brand Is Key To 21st-Century Success

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...

Alan Siegel and the inspiration for the NBA logo

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...

alan siegel, marketing, blogShkumbin MustafaApril 25, 2017nba, alan siegel, marketing, branding, nba logo, logo, sports illustratedComment

Is It Harder to Brand Products or Services?

What all companies are realizing is that the battle is not for the minds of their customers but for their hearts. Ties that are based on emotion rather than intellect must be constantly reinforced and are...

blog, brand identity, magazine, marketingShkumbin MustafaMarch 27, 2017branding magazine, brand strategy, branding, brand identity, selling, marketingComment

Would You Put Servant Leader on Your Resume?

“The goal should be to create job titles that genuinely reflect brand attributes where there is opportunity to be distinctive without becoming so unfamiliar or pretentious that they are laughable or meaningless.”...

brand identity, marketing, blogShkumbin MustafaNovember 7, 2016story, brand strategy, brand identity, branding, marketing, job titlesComment

McDonald’s Is Loving Simplicity

McDonald’s has discovered that the Golden Rule makes money. By anticipating customer’s expectations and meeting them conveniently and cost-effectively, they are...

Dropping Anchor in the Sea of Identity

A core set of values and beliefs form purpose. A person who has empathy and generosity at his or her core and believes they are essential aspects of their purpose in life will have many...

Unleashing Thought Leadership from Subject Matter Experts

Content, in the form of thought leadership, is a powerful differentiator for any company. The greater the parity of goods and services in an industry, the more critical it becomes. So, companies, in all...