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

Big leagues: Brand and reputation in the biggest sports on earth

“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.

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.

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...

Do Clarity and Simplicity Differ?

Clarity and Simplicity are both at work when you cut to what matters—striking the essence of something. Clarity focuses on enhancing what is there like cutting a diamond to improve its brilliance or tweaking wording to sharpen wit, while Simplicity involves stripping away or removing layers.

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...

brand identity, marketing, blogShkumbin MustafaAugust 9, 2016blog, siegelvision, content, quality content, marketing, brand identity, brand strategyComment

The Only Disclosure that Matters is What We Actually Understand

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...

Talk with people, not to them

We live in a time when people just don't trust government, whether it is federal, state or foreign. So what do people trust? ...

blog, brand identity, marketingShkumbin MustafaJune 30, 2016blog, alan siegel, siegelvision, sweden, marketing, content, story, branding

UNDERSTANDING THE PAIN OF OTHERS WOULD HELP HEALTH CARE INSURERS

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...

blogShkumbin MustafaNovember 5, 2015healthcare, empathy, clarity, complexity, simple, siegelvision, alan siegel, irene etzkorn, plain language