New Siegel+Gale Tools Assess Brand Contribution

US-based brand strategy, design and experience firm Siegel+Gale has launched a range of Business Analytics and Insights services, promising clients 'richer and more rigorous data, insights and BI tools' for brand management.

Formed in 1969 and describing itself as 'the simplicity company', Siegel+Gale has offices in New York, LA and San Francisco, as well as London, Dubai and Shanghai, and is part of Omnicom's DAS Group of Companies.

The new offer includes a proprietary methodology that calculates brand contribution to a company's revenue; reveals its role in customer purchase decisions, relative to product features and price; and projects its future impact. Another feature allows real-time management of the assets produced by the client's agency partners, and identification of 'potential points of failure'.

Brian Rafferty, the firm's Global Director of Business Analytics and Insights, says the launch continues the company's focus on 'a fact-based approach to branding', and complements its existing research tools. He adds: 'In a world driven by data, in which marketing budgets are increasingly spread across a growing number of initiatives, 'brand' can no longer remain an intangible asset'.

Home page: www.siegelgale.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.

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