Customer Reviews

Alan Siegel: On Branding and Clear Communications (Working Biographies)

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Louis J. Slovinsky's superb book captures the essence of its subjects, the field of corporate branding and one its leading figures, Alan Siegel, whose work and ideas have been hugely influential in the growth and evolution of this emerging field.

Since founding Siegel & Gale in 1969, Alan Siegel has worked with many of the most recognizable names in the corporate, non-profit, educational and governmental worlds to create or refine their images. You may not have heard of Alan Siegel, but you certainly know his work. MasterCard's now ubiquitous logo and new global corporate identity and the memorable Dell logo with the "E" standing on its edge - reflecting how Dell made the PC industry stand on its ear - are but two notable examples. However Siegel did much more than create catchy new logos or slogans for companies and graft them onto companies that needed to retool their images. These highly visible creations were the merely end-products of what Siegel calls defining the "corporate voice." Slovinsky brings to light the processes Siegel used to define this "voice." Working with a corporate client, Siegel & Gale creates a project team to examine the history, culture, values and vision of the company and examine how the company differentiates itself from their competition. The team then distills the essence of its findings into a concise "big idea" and elaborates a strategy to express this new positioning. Siegel believes that corporations must speak with a "clear, coherent and distinctive voice", a voice that should resonate at all levels of the organization from the bottom to the top. We the consumer may only see a new logo, but, as Slovinsky demonstrates, Siegel's work involves bringing about significant changes in the internal workings of the company to achieve a coherent corporate voice. Siegel's success with high-profile clients speaks volumes for the effectiveness of this holistic approach.

Clarity, simplicity and comprehensibility in communication are hallmarks of Siegel's work, therefore it makes sense that Siegel's most enduring legacy may be his concept of "language simplification." In short, this means simplifying and putting into plain English, documents, forms and fine print that companies and governmental bodies use when dealing with the public. I was fascinated by the book's description of Siegel's groundbreaking work in this field and the resistance that had to be overcome to accomplish these worthy aims. In Siegel's view, by being simple and clear in their forms and fine print, companies can enhance their image and improve customer loyalty. Amen. Now, if only you can get those ideas past those pesky lawyers!

On Branding and Clear Communications is a perfect introduction to the branding field and an excellent tool for all who are interested in creating a simple, clear and resonant voice for a company or organization of any size. I highly recommend it.

As a newcomer to the subject of "Branding," I was pleasantly surprised by this assiduously researched book, written in a clear, concise, and colorful style by Louis J. Slovinsky. The author makes compelling links between the personal success of his subject, Alan Siegel, and the latter's unparalled expertise in creating corporate identity and integrity. "On Branding And Clear Communications" is a working biography of a creative leader in the the field who has brought into public view some of this country's best known product symbols. Slovinsky's use of provacative prefaces enhances the delivery of information, and facilitates the passage of the book's narrative. I would recommend this book to beginners and experts alike.

Reviewed by Irene Watson for Reader Views (4/07)

Alan Siegel is one of the best-known gurus in the industry as far as knowledge and experience in the business/corporate world. He dedicates his time as a consultant to large corporations such as Xerox, American Express, the National Basketball Association, the Girl Scouts, plus creates guides to the Wall Street Journal on how to understand the financial market. Actually, these are just a few of the effects in Siegel's repertoire.

Louis J. Slovinsky created what is called the "working biography" on Siegel. In his book "Alan Siegel: On Branding and Clear Communication" Slovinsky produced not only a biography of a man that became successful and a leader in the industry, but also included the deeper side of Siegel so that readers would understand why he is so successful. The book delves into the Siegel's innate abilities and consciousness.

But, there is more. Slovinsky qualifies Siegel's expertise on branding by saying "Competition is more aggressive and the stakes higher than they were a couple of decades ago. Moreover, clients want to confirm that their investment in identity supports their business results." Siegel's expertise in branding model does just that.

Slovinsky also focuses on many of Siegel's successful programs he advised for implementation or research -- one being the Document Design Project, funded by the Department of Education. Slovinsky says "Siegel's role in promoting the Plain Language movement was seminal."

"Alan Siegel: On Branding and Clear Communication" is an inspiration to all interested in establishing a brand for their company. Reading Siegel's story not only teaches us how to be successful and a leader in the industry but inspires us, as entrepreneurs, to look at our own branding and communication strategies. After reading Slovinsky's account of Siegel's successes I am inspired to implement some of the ideas in my own business.

Received book free of charge

With inimitable wit and clarity, Lou captures the true essence of Alan Siegel - and his role in helping make modern business communications simple for readers. From reducing mundane statements and contracts to paragraphs of plain English to inspiring breakthrough corporate and brand identities, Alan Siegel's vision and successes have compelled companies everywhere to rethink and retool how they market to and connect with customers.

Thanks in large part to Alan, companies today get the need to satisfy customers as well as the benefits from streamlined processes and communications designed to achieve this goal. It's a mission companies like mine, Ohlin Associates (www.ohlinassociates.com), which grew out of my time with Siegel & Gale, continue to promote.

Lou deserves much credit for writing such a user-friendly and compelling narrative. It reminds newly indoctrinated readers as well as us protégés of Alan Siegel (and Siegel & Gale) that business-speak creates barriers to customer satisfaction and commercial success.

Simple is Smart.

Being consistent with the title, Clear Communication, the author, Louis Slovinsky, writes without jargon but with humor and simplicity. For those who are concerned with building a consistent image for a non-profit or a small business, this book will give you tools to help define the methods to find your singular voice. Alan Siegel's innovative ideas are not just for the large coorporations that can afford his services, but are also appropriate for smaller entities who want to impact their customers with a clear, consistent message.

Seigel is a guru of branding and communications who deserves to be better known, and Slovinsky provides a well-written, highly readable and useful guide to understanding, appreciating and implementing Seigel's precepts. "On Branding and Clear Communications" should be a primer for everyone who aspires to be a professional in the fields of marketing/communications, advertising or any career where clear, high-impact and successful communication is important. A must read.

A careful biography of one of the best known figures in the branding business. Alan Siegel offers his own rendition of what used to be known as Basic English, and Louis J. Slovinsky functions as his resourceful guide. They're playing our song. A map of some of the major concerns of the modern commercial world.