Over the past three decades, Alan Siegel has become one of the
best-known figures in the branding business. He has achieved the
stature of both pillar of the establishment and provocative
iconoclast, while building a leading brand consultancy, Siegel
& Gale, devoted to positioning global companies for competitive
success. As consultant, author, and commentator, Alan's influence
extends from advising organizations such as Xerox, American
Express, the National Basketball Association, Caterpillar, The Girl
Scouts, and Carnegie Mellon University, to creating guides for the
Wall Street Journal on understanding financial markets, to
board-level service at American Institute of Graphic Arts, Design
Management Institute, Paul Taylor Dance Company, Girls, Inc., and
the Authors Guild Foundation and the American Theater Wing, where
he is a TONY voter. During the 1970's, Alan pioneered
simplification to such daunting documents as insurance policies,
bank loan notes, mutual fund prospectuses, and all types of
government communications. He criticized corporate executives,
lawyers, doctors, technologists, and politicians for their murky
jargon, self-important claims, and frustrating communications.
During the 1980's, he popularized the idea of "brand voice." And
during the 1990's, his firm championed the Internet as a powerful
expression of brand strategy.
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