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Siegel+Gale Uses Its Long-Standing Belief in the Power of Simplicity to Help Solve the World’s Most Pressing Social Problems

Global Strategic Branding Firm’s Inaugural Corporate Social Responsibility Initiative Delivers Branding and Customer Experience Expertise for Two Social Entrepreneurs

Submitted by: Siegel+Gale

Categories: Corporate Social Responsibility, Corporate Social Responsibility

Posted: Nov 29, 2012 – 10:57 AM EST


NEW YORK, Nov. 29 /CSRwire/ - Global strategic branding firm Siegel+Gale (www.siegelgale.com) today announced it has delivered branding and customer experience consulting for two social entrepreneurs selected for the company’s inaugural Corporate Social Responsibility (CSR) program. Siegel+Gale launched the initiative to help promising social entrepreneurs boost their businesses’ impact—which leverage the power of simplicity to address the world’s most complex social issues—and extend the appeal of what they offer to a wider audience of consumers and stakeholders. Siegel+Gale helped develop clear, fresh and engaging communications and brand experiences for the entrepreneurs and their businesses.

In partnership with the Unreasonable Institute, Siegel+Gale selected Mouhsine Serrar, the founder of Prakti Design, and Michael Wilkerson, the founder of Tugende (previously named Own Your Own Boda). Prakti markets innovative and affordable cookstoves in India, Nepal and Haiti, while Tugende helps motorcycle taxi (boda boda) drivers in Uganda so that they can own rather than rent their taxis to accelerate out of poverty. The Unreasonable Institute identifies and attracts talented social entrepreneurs from around the world and invites the 25 most promising individuals to a six-week training program that provides the mentorship, capital and network to arm them with the tools needed to tackle the world’s biggest problems.

Both entrepreneurs were given $10,000 in seed funding, and two dedicated Siegel+Gale teams provided brand development consulting over a series of months. This included building a strategic platform, developing a brand voice and creating a name, visual identity and messaging strategy.

“Helping these talented social entrepreneurs bring their stories to life fulfills the passions of our employees to address complex social problems around the world,” said Howard Belk, co-CEO of Siegel+Gale.

Siegel+Gale worked with Prakti’s Mouhsine Serrar to develop a strategic brand platform to differentiate it from its competitors. They helped to position Prakti as a brand that creates clean and elegant cookstoves that uplift women and their communities in the world’s poorest countries. Prakti is unique because it is deeply ingrained in the local communities it serves and leverages local culture to build the brand. Siegel+Gale also clarified Prakti’s messaging strategy for prospective consumers and prospective investors, created a new visual identity and logo, and the tagline “Smart Stoves for Smart Cooks.” Siegel+Gale’s team included Rachel Bauer, Ling Liu, Liz Castleman, Holly Fabbri, Yekaterina Vodevodkin, Julie Polk, Pia Jensen and Mike Tyson.

Mouhsine Serrar, founder of Prakti, said, “It is rare for an early stage social enterprise to have the benefit of a tier-one firm guiding the development of its brand and communication. The Siegel+Gale team was wonderfully creative, thorough and dedicated. Prakti is now on a highly elevated path to achieve its business objectives and social impact.”

Siegel+Gale worked with Tugende founder Michael Wilkerson to build a strategic brand platform that was coherent and focused, and to develop a brand voice and messaging strategy that clarified Tugende’s mission—to give Ugandan boda boda drivers the means to their own employment and kick-start their path to financial independence. Siegel+Gale gave Tugende a new name, which means “Let’s Go” in the local Swahili dialect. They also created a new logo, whose design gives a nod to the heritage of Uganda, and the tagline “Drive to Own.” Siegel+Gale’s team included Nick Miller, Andrew Olsen, Holly Fabbri, Ben Weaver, Andrew Eisenman, Pia Jensen and James Allen.

“Working with Siegel+Gale was an eye-opening experience. Not only did the team help us think through how to connect our brand to the value we want to provide to our clients, they also helped us think about how to make the Tugende brand valuable in and of itself,” said Tugende founder Michael Wilkerson. “All of the team members we worked with were experienced and passionate, and I am certain our core mission of creating opportunity through ownership has been improved and accelerated thanks to Siegel+Gale’s generous assistance.”

“Though Siegel+Gale has always been committed to philanthropy, we are particularly excited about the CSR program as an extension of our long-standing belief in the power of simplicity to make a difference in the world,” said David B. Srere, co-CEO of Siegel+Gale. “We are extremely proud to have helped such promising social entrepreneurs bring their brands and stories to life.”

About Siegel+Gale

Siegel+Gale (www.siegelgale.com) is a global strategic branding firm committed to building world-class brands through elegantly simple, unexpectedly fresh strategies, stories and experiences. With Simple is Smart as its operating philosophy, Siegel+Gale delivers powerful services in brand development, simplification, research and digital strategy.

Since its founding by branding pioneer Alan Siegel in 1969, Siegel+Gale has helped drive business results for leading corporations, nonprofits and government organizations worldwide. Siegel+Gale has offices in New York, Los Angeles, San Francisco, London, Hamburg, Riyadh, Dubai, Shanghai and Beijing and strategic partnerships around the world. Siegel+Gale is a part of Diversified Agency Services, a division of Omnicom Group Inc.

About Diversified Agency Services

Diversified Agency Services (DAS), a division of Omnicom Group Inc. (NYSE:OMC), manages Omnicom’s holdings in a variety of marketing communications disciplines. DAS includes over 200 companies, which operate through a combination of networks and regional organizations, serving international and local clients through more than 700 offices in 71 countries.

About Omnicom Group Inc.

Omnicom Group Inc. is a leading global marketing and corporate communications company. Omnicom’s branded networks and numerous specialty firms provide advertising, strategic media planning and buying, digital and interactive marketing, direct and promotional marketing, public relations and other specialty communications services to over 5,000 clients in more than 100 countries.


Jessica Abell

Abby Trexler
CooperKatz for Siegel+Gale

For more information, please contact:

Jessica Abell PR Manager, Siegel+Gale
Phone: 212.453.0580
Abby Trexler CooperKatz for Siegel+Gale
Phone: 917.595.3042


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