Art and stories are something you don’t forget. A true artist takes every opportunity to showcase his ability by doing something extra-ordinary. Alan Siegel, one of the best-known figures in the branding business, has achieved the stature of both pillar of the establishment and provocative iconoclast while building brand consultancies, Siegel+Gale, and more recently, Siegelvision. As a consultant, author, academic, and commentator, Alan’s influence extends to advising such diverse organizations as Xerox, American Express, the National Basketball Association, Caterpillar, Girl Scouts of America, and Carnegie Mellon University. He has created guides for The Wall Street Journal on understanding financial markets and served on the boards of numerous business and cultural organizations.
In 2011 Alan founded Siegelvision, a firm committed to helping organizations driven by a passion for making a difference in society. Drawing on small teams of experienced, handpicked talent, Siegelvision develops distinctive brand identity programs for clients seeking to make their social purpose a reality.
Of special note is Alan’s focus on law and justice. In the 1970s, he developed a groundbreaking writing course for lawyers, Writing Contracts in Plain English, at Fordham University School of Law, where he served on the adjunct faculty for 10 years. Alan also served on the executive committee of the Document Design Project, which was funded by the National Institute of Education, for which he worked on simplifying federal government regulations.
Alan has a passion for helping educational institutions articulate their visions, develop distinctive identities, and attract top-flight faculty and students. He served as adjunct associate professor at Carnegie Mellon University, where he conducted research and was the founder and co-director of a popular graduate program, The Communications Design Center. For six years Alan was the president of the Advisory Council for the College of Art, Architecture, and Planning at Cornell University.
When Jeremy Travis was President of John Jay College of Criminal Justice, Alan created its branding program, developing the “Fierce Advocates for Justice” identity to change the general perception of John Jay from a “cop college” to a preparer of fervent, liberally educated professionals in forensics, law and law enforcement, social science, and academia. He headed the business advisory board for the school’s New Media program and was interim director of its data-visualization center, and in March 2015, the Alan Siegel Writing Center was dedicated on campus.
A graduate of Cornell University’s School of Industrial and Labor Relations, Alan also attended New York University School of Law and the School of Visual Arts, as well as Alexei Brodovich’s Design Laboratory.
The Story of Alan’s Evolution
As Alan entered his senior year at Cornell’s School of Industrial and Labor Relations, he found himself uncertain about his future in the business world. Despite his advisors’ attempts to guide him towards interviews in sales and marketing, Alan found these prospects drab and uninspiring. Consequently, he defaulted to studying law at NYU School of Law.
However, tragedy struck when Alan’s mother passed away, prompting him to take a leave of absence from law school. He took his commission from the ROTC as a 2nd Lt. and requested to be stationed in Germany with a heavy artillery unit. It was during his downtime in Germany that Alan discovered his passion for photography with the guidance of an elderly German photographer who ran the photo lab on the base.
As Alan traveled around Europe, he honed his photography skills and began writing about his experiences, realizing his penchant for creative projects. Following the completion of his military obligations, Alan returned to New York City, where he began showcasing his photographs and published articles to prominent figures in the photography and publishing industry.
Fortuitously, Alan had an interview with Richard Avedon, the renowned fashion photographer, who suggested he enroll in a course led by Alexey Brodovich, a Russian designer and art director. This course, held on the 4th floor of Avedon’s townhouse, attracted influential figures from advertising, photography, and media.
With newfound inspiration, Alan secured interviews with leading advertising agencies, magazines, and television networks, aiming to build a career in communications. He landed a coveted trainee position at BBDO, where he gained invaluable experience in various departments, including media, TV production, art direction, and finance.
Upon completing the training program at BBDO, Alan was selected by one of the agency’s top advertising teams to manage accounts and advise graphic designers. When, due to his age, the firm failed to deliver on promised equity, he sought alternative avenues. He continued to experiment and break new ground in the communications business, taking positions at Ruder Finn public relations and Sandgren & Murtha, a premier branding consultancy.
Alan’s entrepreneurial spirit led him to pitch his ideas for a dynamic branding firm to some college friends who were in charge of venture capital investments at First National City Bank. Impressed by Alan’s vision, they provided significant investment for the establishment of a firm, Siegel+Gale, specializing in comprehensive brand identity programs for global corporations, not-for-profits, colleges, universities, and government agencies.
Building Credibility and Innovation in Branding
As a small, unknown company led by a young entrepreneur, Alan’s team faced stiff competition from established firms with strong reputations, successful track records, and impressive staff. Building credibility was a significant challenge, particularly when structuring new business presentations for specialized fields where Alan lacked experience.
Overcoming these hurdles, however, Alan persisted in demonstrating his capability to handle challenging projects and attract top talent, including strategists, writers, designers, market research specialists, and financial managers.
Despite these challenges, Alan’s company earned a reputation for crafting distinctive, bold, and memorable brand identity and voice programs for a diverse range of organizations, from Fortune 500 companies to leading foundations and educational institutions.
Alan thrived on tackling the most demanding global projects, offering innovative solutions, and pioneering groundbreaking brand voice strategies that set his company apart in the industry. He reinforced his reputation in the expanding branding business with speaking engagements, interviews with major media outlets, serving as a columnist for the National Law Journal, and publishing several books including On Branding and Clear Communications and Simple: Conquering the Crisis of Complexity, which he co-authored with longtime colleague, Irene Etzkorn.
Insights and Guidance from Alan Siegel’s Journey in Leadership
With over 40 years of leadership experience in the industry, Alan Siegel is now focused on driving innovation and embracing new technologies to enhance the firm’s deliverables. He is dedicated to integrating artificial intelligence (AI) into Siegelvision’s solutions, providing educational offerings for clients, and developing programs for colleges and universities. Additionally, Alan actively participates on the boards of not-for-profit museums, educational institutions, and professional groups, contributing to their growth and development.
A significant portion of Alan’s time is spent identifying, recruiting, and training young professionals who are drawn to the firm’s culture of innovation and creativity. He believes in building a work environment that fosters bold and impactful solutions for clients, encouraging collaboration and reliability among team members.
Alan emphasizes the importance of seizing cultural opportunities available in New York City, including dance, music, museums, and lectures. He is deeply involved in various educational institutions and theater groups, such as John Jay College of Criminal Justice, Fordham University, Carnegie Mellon University, and Cornell University. Alan’s engagement in these activities has not only enriched his life but has also led to important projects for the company.
For aspiring CEOs, Alan offers valuable advice based on his extensive experience:
1. Establish a clear purpose for the organization to guide its direction and priorities.
2. Attract talented professionals across diverse disciplines to drive innovation and excellence.
3. Encourage a culture of innovation, creativity, reliability, and collaboration among team members.
4. Support staff in joining the boards of respected not-for-profit organizations to broaden their networks and contribute to meaningful causes.
5. Invite talented individuals from various fields to share their expertise and insights with the company.
6. Establish a financial system that recognizes and rewards staff achievements, fostering motivation and engagement.
7. Prioritize clarity in communication and decision-making processes to ensure alignment and understanding across the organization.
