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Accomplished branding executive with a track-record of driving large-scale, brand transformations through nonprofits, health systems and universities
NEW YORK, Sept. 24, 2013 /PRNewswire/ -- Siegelvision, the independent consultancy founded by branding pioneer and icon Alan Siegel to bring clarity to brand communications and customer experiences, today announced that Hayley Berlent has joined the firm as Chief Strategy Officer and Managing Director. During her more than 15 year career, Berlent has served as engagement and strategy lead for brand transformation efforts for clients ranging from the Y (YMCA) to Aetna to Rotary International.
"Hayley is one of the most effective brand strategists I have ever worked with. She has been responsible for developing compelling positioning strategies and then driving them through to fruition in complex, decentralized infrastructures and cultures," said Alan Siegel, founder and CEO, Siegelvision. "She shares my passion for 'clarity above all' and a zeal for helping purpose-driven organizations."
At Omnicom-owned brand consultancy Siegel+Gale, also founded by Alan Siegel, Berlent served as senior strategy director. In addition to leading engagements with the Y and Aetna, her brand strategy clients ranged from corporations such as Stantec and Key Bank, nonprofits such as AARP, Memorial Sloan Kettering Cancer Center, Breastcancer.org, Phoenix House, BrightFocus Foundation and Turnaround for Children, and institutions such as Florida State University and Columbia University Women's and Children's Health. For the recently launched "Strengthening Rotary" public image initiative, which encompassed global research, strategy development, messaging, brand architecture, identity and implementation, Berlent led all aspects of the engagement. Previously, Berlent served as public affairs manager for Columbia University's School of Law and worked at WPP and IPG-owned communications agencies.
"It is an incredible honor to work with my personal and professional hero once again," said Hayley Berlent. "Alan is truly one-of-a-kind-courageous, bold and unflinching in his commitment to making the world a better place by combating complexity to benefit individuals, communities and society. Through Siegelvision, he has attracted an exceptional team of strategists, designers, information designers and customer experience specialists. I'm honored to join the Siegelvision team where I can apply my passion for helping nonprofit, educational and healthcare organizations achieve greater understanding, relevance and impact."
The quality of Berlent's work has been recognized with numerous Rebrand 100 awards and by the BMA Ace, AME and Design Business Effectiveness award competitions. She holds an M.S. in Strategic Communications from Columbia University.
Siegelvision, literally and figuratively, has written the book on conquering the crisis of complexity in business and society. We are a corporate identity and content simplification consultancy built around a very simple brand building philosophy - "Clarity Above All." Clarity is the indispensable but often overlooked bridge between corporate good intentions and sustained audience response, and is at the core of everything we do for our clients.
Organizations rely on us to define and then bring to life a brand's position within its competitive set, and to audit and simplify the communications platforms and content that collectively shape an overall brand experience. We partner with our clients on any number of brand levels, and in every instance, our end game is unchanged-to spark understanding, generate acceptance, and promote strategic growth.
Founded by renown branding pioneer and author Alan Siegel, Siegelvision's clients comprise a rich diversity of companies, thought leaders, not-for-profit causes and creative forces in unique sectors. They include NPR, Hay Group, New York University (NYU), Lupus Foundation of America, Cornell NYC Tech, and Sonifi (formerly Lodgenet).
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