Today’s interview is with Brian Rafferty, the Global Director of Business Analytics and Insights at Siegel+Gale, a brand strategy, design and experience firm. They also define themselves as a simplicity company and help brands deliver simpler experiences to their customers. Brian joins me today to talk about simplicity and the performance of brands that have simplicity at their heart, how that relates to both customer and employee experience and what they are learning from their research about what we should be doing to improve both customer and employee experience.
This interview follows on from my recent interview – 140 leaders share the lessons they learned during the pandemic – Interview with Joseph Michelli – and is number 367 in the series of interviews with authors and business leaders that are doing great things, providing valuable insights, helping businesses innovate and delivering great service and experience to both their customers and their employees.
Here’s the highlights of my chat with Brian:
Brian Rafferty is the Global Director of Business Analytics and Insights at Siegel+Gale, a brand strategy, design and experience firm.
Brian holds a baccalaureate in math and physics, but ask him which teacher influenced his life most and he’ll mention the comp lit instructor who changed the way he thought about language. It’s that appetite for information across all arenas—as a child, his broad intellectual curiosity made him want to be an inventor—that makes Brian the ideal leader of our overall Research practice. His team digs into the facts and figures of our clients’ industries to mine powerful insights that build world-class brands. They translate complex data into clear, simple, purposeful ideas with the precision of—well, of physicists.
Brian has worked extensively for over a decade in marketing strategy, brand positioning, and quantitative and qualitative research, serving clients big and small across a variety of industries: financial services, professional services, high technology, retail, consumer goods, non-profit, health care and biotechnology.
Before joining Siegel+Gale, he spent four years as managing director of research and strategy at The Brand Union overseeing research and strategy projects for BlackRock, Pernod Ricard, Johnson & Johnson, Cadbury, Bank of America, Merrill Lynch, HP, Coca-Cola, Alcatel-Lucent and others. Before that, he served as co-principal and managing director of boutique research and consulting firm Plaid, where he led business and product growth strategies for the United States Postal Service, Vertex Pharmaceuticals and Voss Artesian Water. He also worked as a research and planning manager for New York ad agency Ferrell Calvillo, and as a senior executive for research consultancy Summus.
Brian was born and raised in France. In addition to his baccalaureate in math and physics from France’s Lycée Pasteur, he’s a graduate of Princeton University.