Siegelvision-Clarity Above All — We are a brand identity and communications consultancy founded by Alan Siegel. We help clients achieve clarity in a world of complexity.
“Positioning is the cornerstone of your marketing communications program. When well-crafted, it should raise visibility and relevance by clearly stating what you stand for in ways that are meaningful for both employees and external audiences. It is a standard bearer – a rallying cry for making strategic decisions, dramatically setting your organization apart from its competitors and engaging your staff to live the brand. Unfortunately, we are often bombarded by unintelligible taglines masquerading as purpose-based positioning. Always strive to construct a positioning statement that captures the passion, personality, essential strengths and future vision of your institution”, Alan Siegel. #brandidentity#branding#clarityaboveall#positioning#alansiegel#siegelvision
CUNY Case Study CHALLENGE For over 170 years, The City University of New York had been fulfilling its mission to be a vehicle for upward social mobility of the disadvantaged. It has grown into a network of 24 schools across the five boroughs, with surprisingly leafy campuses and visually stunning new buildings. But the University didn’t act, talk or even think of itself “as a whole,” a unified entity that was educating over a half million students every year. And in the process giving hope and opportunity to nearly every family in New York. SOLUTION Siegelvision felt it was time that this amazing institution be given credit for all the great work it does. We knew we needed to come up with a positioning for the university that would make all the individual colleges eager to be associated with the CUNY name. Using the famous I LOVE NY campaign as a guiding inspiration we created a positioning to remind the city and the world of what an important institution that CUNY was. We captured that in our new line: CUNY –The Greatest Urban University in the World. This positioning gave us a platform to brag about our award-winning faculty, our successful alum, and our vision for the future. We created subway ads, newspaper ads, social media content, a spirit book, and more. We redesigned their logo and gave it a look as big and bold as our tagline. IMPACT When we tested the concept with students, parents, politicians and alum we were met with unanimous love. It was understood, believed and embraced. The individual colleges asked how quickly they could start using the new look and line. This even though we had been warned they would never accept a CUNY message in their communications. We launched the campaign in a massive subway and bus shelter effort with the hashtag #CUNYPRIDE. The positive tweets started flooding in. Siegelvision is proud that this one-of- a-kind institution is finally getting the praise and support that it so surely deserves. And we’re happy to report that CUNY just announced a record setting 11% jump in applications from prospective students. Apparently, New York best kept secret is no longer a secret.
(visit link in bio for the story) “As you begin thinking about your successful branding 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. Too many organizations look to market research with external audiences to lead them to a solution. Steve Jobs expressed the weakness in this approach when he said, “You can’t just ask customers what they want and then try to give that to them. By the time you get it built, they’ll want something new…It’s really hard to design products by focus groups. A lot of times, people don’t know what they want until you show it to them”, Alan Siegel. #siegelvision#clarityaboveall#branding#brandvoice#brandidentity#purpose
“Do not assume that by giving customers ‘more’ (information, options, features, songs), you’re doing them a favor. By distilling an offering to its essence, while it may appear you are providing less choice, you are more apt to provide a purer, simpler and more satisfying experience”, Alan Siegel. #alansiegel#brandvoice#siegelvision#simplicity#complexity
“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. An effective voice addresses not only HOW you speak but WHAT you say and how you BEHAVE”, Alan Siegel #brandvoice#alansiegel#brandidentity#branding#siegelvision
“An undifferentiated voice is particularly detrimental today as the focus shifts from what brands communicate to how brands communicate. To build a distinctive identity, a brand must develop an instantly recognizable voice that generates strong positive associations and establishes the character of communications whether classic or innovative, glamorous or functional, aristocratic or irreverent, elegant, simple or down-to-earth”, Alan Siegel #brandidentity#siegelvision#brandvoice#alansiegel (audio credit Ikson)
“Simplifying complexity is hard work and actually frightens most people, even though they proclaim that they support simplicity. The process really starts with defining clarity of purpose. We define a company very succinctly and powerfully. Then it’s about clarity of expression—how we connect with audiences across the platforms that exist today. The third part of building an identity is experience—what kind of things are we doing? Are they reflecting our value proposition? We are very careful about authenticity and credibility. The essence of this is being able to help people reinterpret who they are and not do things that are predictable but things that stand out”, Alan Siegel. #siegelvision#alansiegel#simplicity#standout#befearlesslyauthentic
“I once had the honor of studying under the famous Art Director Alexey Brodovitch. He taught his famous Design Lab course for leading photographers on Thursday nights in Richard Avedon’s brownstone. He said many brilliant and unsettling things. But the most memorable and useful thing that he ever said to me, I pass on to you”, Alan Siegel. #beclairvoyant#originate#neverbesatisfied#alansiegel#alexeybrodovitch#richardavedon
New York City set a record in 2017 by preserving or creating 24,500 affordable homes as part of an ongoing effort to add 300,000 affordable apartments by 2026. It was a privilege for Siegelvision to be a part of the effort in generating awareness through an advertising program we developed for the City of New York. Pictures were taken during NYC’s press conference where Mayor Bill de Blasio handed the keys of an affordable apartment to the 80-year old Jasper. It was a touching moment to see Jasper sign the lease and receive the keys from the Mayor. #LongLiveNewYork#purpose#siegelvision
Today, five years ago on 12/12/12, at @thegarden our Chief Creative Officer, @frankliunyc met @springsteen during the Concert for Sandy Relief. Frank and the creative team at @robinhoodnyc Foundation developed, in a record time, a unique campaign that helped raise over $86 million dollars in response to Hurricane Sandy. The concert had a clear purpose and gathered some of the most famous performers of all time with a goal to help the victims of the hurricane, especially those in New York, New Jersey, and Connecticut. #creativityrules#clearpurpose#theboss#robinhoodfoundation#identity#goodcause#music#makingadifference
Alan hosted students from “The Siegel Fellowship” academic program that teaches best practices in public and strategic communications at @johnjaycollege. It’s always a pleasure hosting these young and smart people who during the 5-semester program immerse in the world of strategic thinking and learn how to improve communication within and between organizations and their audiences. Good luck on your journey. #siegelvision#alansiegel#siegelfellow#clarityaboveall#strategicthinking