Brand Story

For Brands, It's A Small (And Strange) World After All

Mitch Joel | Posted 03.18.2014 | Canada Business
Mitch Joel

For every legitimate and corporately run group like Jeep's annual Jeep Jamboree adventure event and meet-up, you have groups like IKEA Hackers. Formed in May 2006 on a blog, this website is now full of passionate IKEA customers who build their own, unique, projects by modifying and repurposing IKEA products.

Rebrand -- Tyler Brule Graces Toronto With His Presence

Kerry Harris | Posted 01.16.2013 | Canada Business
Kerry Harris

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?

Are Brands Failing the Speed Test?

Mitch Joel | Posted 12.01.2012 | Canada Business
Mitch Joel

It turns out that consumers want one thing: their issues resolved. And, they want it done fast. Faster than fast. The challenge is this: the majority of brands act fast... as fast as they can. Sadly, it's not even close to being fast enough for consumers. Now, brands and consumers are going to have move forward and figure out a way to define what the true speed limits are.

How to Create Your Brand's Story

Nick Cowling | Posted 08.29.2012 | Canada Business
Nick Cowling

Of all the stories that interest me, the ones I follow the closest are the stories that last. I watch especially closely when those stories are pitched out by a brand. In today's incredibly rapid and completely democratized media landscape, there are a small number of campaigns that manage to create a lasting impact, and they are able to do this because they follow a solid recipe for success. Here are that recipe's four key ingredients: