Thinking
How we see the world.
Article
3 Strategies for Building Consumer Trust (And What to Do if You’ve Lost It)
“Trust us.” It’s often the unspoken basis and desired outcome of every brand’s advertising and messaging across many industries. When you ask people for their money, their time, their engagement...
Article
Living at the Intersection of Brand Purpose and Culture
The notion of brands strengthening themselves by embodying a core purpose isn’t exactly new. For years now, brands have been starting with their “why” thanks to Simon Sinek. Brands are...
Article
Are we building brands, or are we building cultures?
The evolution of the term “brand” has been gradual. Originally a way of staking claim to your property or creations (think livestock and paintings) – for years, branding was perceived as simply a name or a visual identity. And...
Article
Part 7/11: Putting Culture First During M&A
If you haven’t already, please check out the earlier pieces in this series. In today’s world, it’s impossible to separate the brand from culture. How an organization’s people act, come...
Article
Creating A New Brand Name
New brand name development is one of the most challenging processes in the branding business. While not everyone has an opinion about strategy, brand architecture, or logo design, everyone has an opinion about names—those they...
Article
How to Connect—and Stay Connected—with Today’s Emotionally-Driven Consumers
Remember when branding used to be called “corporate identity?” Back then brands were built on a pedestal—polished and professional yes, but oftentimes with an intentional distance between company and consumer....
Article
Disentangling Culture, Engagement and Strategy
Who we are. What we stand for. Our vision. Our purpose. Commitment to the cause. Employee alignment. Measuring impact. If you’re in the corporate world, these phrases are pervasive. After...
Article
Part 6/11: Determining the Degree You Need to Signal Change
If you haven’t already, please check out the earlier pieces in this series. An M&A can mean many different things for brands, their employees, and their audiences. Sometimes, it means a fresh...
Article
Creating More Human Health Care Experiences
If you’ve read this year’s Humanizing Brand Experience report, you already know. It’s time for health care leaders to rethink and expand their definition of experience and take action to humanize their...
Article
Part 5/11: Using Data to Reduce Subjectivity During an M&A
If you haven’t already, please check out the earlier pieces in this series. As the saying goes, knowledge is power. The more you know about the different audiences and organizations...
Article
Building A Strong Brand Experience: Quest Diagnostics
When customers say they want a clean and efficient experience, it’s easy to miss delivering on other human needs like feeling cared for, supported and informed. No one can fault...
Article
Leadership in the New Era of Experience
The consumerization of health care has fundamentally changed the game, and there is no going back. Now more than ever, consumers want and need authentic, human connections with their health...
Article
Part 4/11: Establishing the Team and Process During an M&A
If you haven’t already, please check out the earlier pieces in this series. Welcome back, M&A-rebranders. Today we’re talking teamwork: because if one thing is certain during an M&A...
Article
Five tips for a successful digital-first design
Now more than ever, it’s critical for companies to reach their consumers in the right place and at the right time in their journey. As we continue to navigate the...
Article
Five signs it’s time for a rebrand
“Should we rebrand?” It’s the million-dollar question—and sometimes multi-million—that every marketer has surely wondered, been asked or asked themselves. But beyond the obvious reasons to rebrand, like a merger or...
Article
How to know when your design needs design
The world around us is constantly evolving. From new fashion trends to technological advancements to drastic culture shifts, change is happening at a faster rate than ever before and with...
Article
A Pragmatic Approach to Brand Scenario Planning: Part II
If you haven’t read Part 1 about Brand Scenario Planning yet, please start here. Part 1: (read here) Part 2: Why Brand Scenario Planning? A proposed approach Anchor Scenarios Macro...
Article
Part 3/11: Navigating Close Dates During an Merger & Acquisition Rebrand
In Part 3 of our ongoing series, we take you through a key planning stage: navigating close dates and the considerations you should take in evaluation and planning of the...
Article
A Pragmatic Approach Toward Brand Scenario Planning
How to evaluate scenario planning for your brand as we emerge from this elongated crisis In this two-part blog series, we will delve into the topic of brand scenario...
Article
The New Spaces of Health Care
Exploring Changes that Deliver More Human Brand Experience By: Ashton Furgeson and Sam Tucker It’s more apparent now than ever before—health care is everywhere, and it needs to be....
Article
Brand Architecture: More Than Just a Clean-Up Job
We hear it all the time – “can you guys help us clean up our brand architecture?” or “our logo system is a mess; we need some brand architecture help.”...
Article
What Reassurance Means for Brands in the COVID-19 Era
Part of the Humanizing Brand Experience Insights Series By: Mike Maio – Associate Director of Strategy and Luke Bemis – Senior Director of Strategy No matter the brand, business,...
Article
Humanizing your Brand: A Guidebook
Today, as many of us still sit inside our homes, waiting for what’s next, it’s turning our point of view inward. Of course, society – as a whole, matters. But society...
Article
Part 2/11: Choosing the Right Name During M&A
If you haven’t already, please check out the earlier pieces in this series. Your name strategy should reflect your business strategy During M&A, one of the first questions on people’s...
Article
How public art in NYC represents the evolving role of health care
There are countless reasons why New Yorkers love New York. One of them is the indescribable energy that flows through the streets—the constant opportunity to discover something new, be it...
Article
Part 2: Optimizing Brand Architecture for Healthcare Systems: One-size does not fit all
If you have not already, please review part 1 of this series. Part 1: Part 2: Businesses of growing healthcare systems could be damaged if their portfolios are not...
Article
Playbook for the Health Care Brand Leader in the Covid-19 World
There is currently no playbook to guide the health care brand leader in a global pandemic. So we set out to create one. In the spirit of working shoulder to...
Article
Part 1: Optimizing Brand Architecture for Healthcare Systems: One-size does not fit all
In this two-part series, we will give perspective and outline the following: Part 1: Part 2 (Access Here): Businesses of growing healthcare systems could be damaged if their portfolios are...
Article
Enabling a Consistent Brand Experience
Expectations for your brand have never been higher—and they’re coming at you from every direction. Customers need this. Employees want that. Shareholders demand the other thing. Your job is to...
Article
Celebrating Health Care Heroes: Part III
We continue to be heartened by the authenticity and creativity of health care brands in their responses to Covid-19, particularly as it relates to the people and communities that power...
Article
Brands Making a Difference: Inclusion and Diversity
On our previous episode, we discussed how workplace inclusivity has become a requirement and how we at Monigle are building a unique culture that imbues it. While our diversity efforts...
Article
Human Brand: Guiding Principles
The brands we love most are no different from the humans we love most. Those that help us grow, heal, achieve, remember and feel. Those that are helpful and generous,...
Article
Brand Architecture Problems: Four Indicators
Sometimes, brand architecture problems are easy to spot. You may know them as “logo soup” or “clean up jobs” – when the visualization of a brand and its assets is...
Article
How we’re leaning into our culture during the time of COVID
Everything we do at Monigle starts from a place of humanity, from the desire to build brands that move people, and that includes moving one another. So, it shouldn’t come as a surprise...
Article
Celebrating Health Care Heroes: Part II
If you haven’t already, check out more examples in Health Care Heroes Series: Learn More: Celebrating Health Care Heroes in the Age of COVID-19 (Part I) Learn More: Celebrating Health...
Article
Brand Change: To Refresh or Rebrand?
Is your brand having an identity crisis? Maybe the issue is only skin deep. A color palette tweak here…a better optimized for digital logo there…dash of more engaging messaging to reach...
Article
How to Get Ready for the Future of Work
In the past three+ weeks our world has been turned inside-out, or more accurately, outside-in. As we adjust to working from home, our relationships with each other and with technology...
Article
Celebrating Health Care Heroes in the Age of COVID-19
There’s been no shortage of gratitude across the country as non-health care people see the incredible sacrifice that health care professionals and care providers are making on behalf of our...
Article
Monigle In the News: Brands, Beats & Bytes Podcast
Our very own Gabriel Cohen, CMO of Monigle, was invited to be a guest on Season 2, Episode 11 of Brands, Beats & Bytes podcast. Brands, Beats & Bytes...
Article
Takeaways from Experience Design Week in Denver, February 2020
At this year’s conference, three conversations caught our attention: What is experience? As Experience Design (XD) continues to gain momentum, the design community is still working through what constitutes...
Article
Messages Matter
By today, you’ve settled into the new reality of working from home and leaning into your technology of choice to stay connected. Hopefully you’re taking breaks to step outside, check...
Article
Brands, not governments, can be our COVID-19 cure
As we face the Coronavirus, I’m becoming more aware (and heartened, even) that brands are in a unique position to play a historical role in beating this virus. See, brands—from...