After leaving her role as President of the Canadian business unit of global PR agency Weber Shandwick in 2010, Kerry has in her words “become virtually unemployable” and she likes it that way!
After spending the majority of her over two decades long marketing communications career either building her own international communications management firm or working with major agencies and brands, she decided it was time to get back to the basics and pursue her dream of a “slash career”.
As a brand strategy consultant, she works with owner/entrepreneurs, government, large private sector clients and a number of start-ups just to keep it real. She has recently finished her first book and has started on her second.
She speaks frequently on brand strategy, reputation management and demographics in the digital age. She’s itching to have someone ask her to speak about the being off-brand and the absurdity of most television advertising these days – she’s got a great show and tell reel on that one!
So how cool would this assignment be -- rebrand Quebec and tell the world that La Belle Province is open for business? I've had this type of assignment before only, it was with the Government of The B...
Toronto is now officially home to Monocle -- Tyler Brule's latest self-indulgent retail offering. But, what stuns me the most is that Mr. Brule thinks that he is the hero of his own brand story and he is constantly telling any media outlet who will listen that he "defines" the places that his stores operate in. How self indulgent are you?
What is a "lovemark" you ask? Well, I like to say that it's all about the emotional cement. Brands that are emotionally cemented to their customers reach their hearts as well as their minds and they deliver beyond expectations of great functional performance. They capture "heartshare as well as mindshare." It really has been a bad year for lovemarks (ahem, RIM).
The hardest thing for me to deal with after starting my start-up was the lack of a business card. I had no card. And no big title. And, after 25 years, no logo, website, stationary, network, IT guy, EA, expense account, limo charge account, crowded schedule, flights to catch and people to see. Nothing. Nada. So, how to start over? How to build something from scratch and fill the day?
There are only two ways of dealing with the "white man": "Either you pick up a gun or you stand between him and his money," said former First Nations Chief Terrance Nelson. WOW -- really Terry Nelson? Are you really that much of a train wreck?
Dear Kevin O'Leary, building a personal brand takes time and I must start this note by congratulating you for the work that you have done thus far! But, there's just the little, tiny, smallest of small challenge of you being universally known as a one-note wonder, an annoying, small man with a huge ego -- that could be an issue. Trust me, Kev, I am sure that with some humility, good deeds and follow-through we can put some gas in your tank and start to build that ever-important legacy brand.
Every once in a while, we brand consultants get ourselves what we call a "trainwreck" -- a bona fide, dyed in the wool, gong show of a client. And we roll up our sleeves and get to work. Such is the case of the "in the headlines again this past week" Bev Oda -- she's just not getting a break is she? And so, I surmised that maybe she needs some help to get her out of this and send her on her way to a fresh start.
How could I have walked away from a honking big salary for the second time in not better than a year? Now there are no phones ringing, no Jocelyn, my old EA, standing in the doorway telling me about the back- to-back meetings that I would be enduring that day. Nothing. Just more quiet.
And more fear -- of failure, of success and of just getting my slash career started
My dream client? Conrad Black-- the good Lord Black My ultimate professional challenge would be to be part of the LB Reputation Recovery dream team. Your personal brand has taken a bit of a beating lately, your Lordship, but I want you to know that there is hope for recovery, if you really want it badly.
Shame on you Liberal party: You have taken a party that I cared about for most of my adult life and made me ashamed to say that I vote Liberal. I'm mad at you, damn it, and you should care about that. And so, I'm going to be way presumptuous and give you my five cents on the matter.
I had grown so tired and so very bored of my corporate life, glamorous as it looked on the outside, that I wanted to scream and not stop. It was truly a case of "it's not you, it's me" and I wanted to break up with my job in the very worst way. But, I couldn't, even though I knew it was for the best.
If Toronto Mayor Rob Ford was a client of mine how exactly would I rebrand him for success in the next election? In the end, it comes down to one major factor: What is the major brand challenge that is facing Rob Ford and how do we (his fictional Rob Ford rebrand team) overcome that?