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

Go Forth and Simplify...But How?

Companies need to teach their in-house teams to simplify existing communications and to create new ones through the lenses of empathy, distillation and clarity. As Chief Clarity Officer at Siegelvision, I have found that companies can benefit from “Simplification Workshops” that explore these three principles in depth.

alan siegel, Siegelvision, Simplicity, SimplificationShkumbin MustafaJanuary 9, 2019simple, simplicity, workshops, siegelvisionComment

Online Terms and Conditions: Rusting Suits of Armor?

What would it mean to simplify online terms? Both simplicity and clarity would play a role. A realistically brief agreement with clear intent that quickly conveyed its purpose and covered likely-to-occur circumstances would come close to achieving both.

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.

The Principles Of Brand Simplicity

Simplifying a brand mission presents challenges as well as opportunities. The first step in the three-part journey requires an empathetic approach to one’s business.

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...