The 'Blowfish Effect' Can Help Small Retailers Beat The Big Guys

Leyla Seka | Posted 11.25.2015 | Canada Business
Leyla Seka

It's not easy to be a small business taking on established competitors, especially during the holidays. With many risk-averse customers sticking with well-known brands and tried-and-true solutions, SMBs in the retail space need to work hard to cut through the noise and reassure nervous consumers.

Showcase Your Brand By Mastering Video Content

Evan Thompson | Posted 11.12.2015 | Canada Business
Evan Thompson

There is no mathematical ratio to help determine how many parts video versus written content to add to the mix when building the ideal website to showcase your brand, but it is important to combine both written and video content to most effectively get your message across.

Embracing Sustainability Can Pay Off For Your Brand

James Riley | Posted 11.11.2015 | Canada Business
James Riley

Today we know that the state of the planet affects the way we are doing business. With climate change comes risks and opportunities. We all know the risks. The opportunity for brands starts with marketing leadership, and the reward is an improved brand and reputation.

How To Compete For The Scarcest Resource: Attention

Joseph Donia | Posted 11.09.2015 | Canada Business
Joseph Donia

We're awash in content. Blog posts, infographics, whitepapers, webinars. The list goes on. Investment in content marketing is a double-edged sword; more players, more content, and higher budgets mean more noise and less effectiveness. We're all competing for a scarce resource - attention.

What Brands Can Learn From James Bond

Julie Rusciolelli | Posted 11.06.2015 | Canada Business
Julie Rusciolelli

Producer Albert R. Broccoli figured out how to make a ton of gold bullion and keep people coming back 50 years later, despite repackaging the lead a number of times. Agent 007 can teach us a few things about brand eminence and brand longevity.

Marketers Can Learn From Pumpkin Spice Season

Karin Campbell | Posted 11.04.2015 | Canada Business
Karin Campbell

As winter approaches and the trees are losing their leaves, there's no better time to take a good look at the season passing us by: Pumpkin Spice Season. While it tends to be a love-it-or-hate-it flavour, there's a lot that marketers can learn from the pumpkin spice phenomenon.

Authenticity Determined This Election's Winners And Losers

Ken Aber and Ian Chamandy | Posted 10.29.2015 | Canada Politics
Ken Aber and Ian Chamandy

Todd Rundgren's song, "The Verb, To Love," speaks to authenticity -- the antithesis of the packaging of a candidate for public consumption during an election. Both Trudeau and Harper were authentic to who they are in the campaign, while Mulcair showed up as a packaged pretense of what he wanted people to think of him, not who he truly is.

Gene Simmons Taught Me The Value Of A Good Handshake

Marco Pasqua | Posted 10.27.2015 | Canada Business
Marco Pasqua

No matter how successful we are in life, when you take away all the awards, recognition, money, or even fame, what makes us equals is that first five seconds you get when shaking someone's hand. So, the next time you go to extend your hand to someone else's, make it count.

What Your Buildings Say About Your Brand

Andrea Goertz | Posted 10.02.2015 | Canada Business
Andrea Goertz

While not always top of mind in traditional brand assessments, a company's real estate holdings can be one of the most meaningful and concrete representations of its brand. Office buildings define skylines, shape cities' personalities and transform neighbourhoods. In doing so, they have tremendous potential to exhibit the true essence of a company's brand.

The Best Personal Brand Is an Authentic One

Marco Pasqua | Posted 09.25.2015 | Canada Business
Marco Pasqua

Branding is such a powerful tool. Every year across North America, companies spend billions of dollars in advertising to ensure their products are seen by the masses. The reality is, you don't need to spend a ton of money to put yourself out there. In fact, each and every one of us is already the head of a major brand -- our own.

My Orgasmic Business (That Has Nothing To Do With Sex)

Melissa Dawn | Posted 07.22.2015 | Canada Business
Melissa Dawn

When I set out to create my own brand, I didn't want just another tagline. I wanted a rallying cry. A call to arms to start aligning our careers and businesses with the values that matter to each of us. So of course, my tagline had to reflect my own core values. It had to be brave, fun and real: me.

When Celebrities as Brand Ambassadors Makes Sense

Erin Bury | Posted 07.08.2015 | Canada Business
Erin Bury

Celebrity endorsements are as old as the advertising industry itself. But in the past few years a new type of celebrity endorsement has emerged: we've moved from celebrity as spokesperson to celebrity as "global brand ambassador," someone who aims to raise the global profile and is an ongoing evangelist for the brand.

Social Media Can Help Rebuild the Dwindling #LeafsNation

Jeff Quipp | Posted 05.02.2015 | Canada Business
Jeff Quipp

Season after season begins with hope and promise, but ends with disappointment. The hopelessness of being a Leaf fan may continue to affect the franchise's followers, and therefore the bottom line, unless they look at alternative ways to mend that relationship. Building trust through social media is the best way to reach the most powerful fan demographic to date.

Eight Dos and Don'ts of Timely Social Media Campaigns

Jennifer Osborne | Posted 06.16.2015 | Canada Business
Jennifer Osborne

Social media campaigns aim to enhance a company's marketing efforts, but sometimes, they don't always go as planned. Effective social media campaigns include posting original content that is timely, relevant and appeals to a target audience. However, what some businesses define as timely and relevant may not be the same as how the target audience identifies with it.

What Story Is Your Business Telling?

Lisa Ostrikoff | Posted 05.05.2015 | Canada Business
Lisa Ostrikoff

The story of your business is a starting point that should never be underestimated. It needs to be an engaging tale to get your message across -- one ...

10 Questions Business Owners Should Ask Their Website Developer

Jennifer Osborne | Posted 04.23.2015 | Canada Business
Jennifer Osborne

You may think your website does not run the risk of a security breach, but think again. With the recent public security breaches of popular websites, it is time to reexamine your security measures and ensure you have the proper tactics set in place.

3 Easy Ways To Manage Your Online Reputation

Parmjit Parmar | Posted 03.16.2015 | Canada Living
Parmjit Parmar

As a blogger, your personal brand and your business brand are often one and the same. So when someone looks for you via a search engine, you want to be sure what he or she finds reflects the brand you've worked so hard to create.

5 Brand Communication Strategies for the Holidays

Nick Cowling | Posted 02.08.2015 | Canada Business
Nick Cowling

Just as the lights, the decorations, and the overall glow of the season offer a breath of fresh air against the dull weather outside. So too do our favourite brands -- if they make an effort to stick out.

How 'Organic' Viral Videos Are Really Created

Jeff Quipp | Posted 01.07.2015 | Canada
Jeff Quipp

A variety of paid, earned and owned media tactics are employed to boost awareness. But, it's paid promotion that really gets the ball rolling. After the right influencers are on board, and with paid ads running to promote the video, people start (ideally) taking notice.

What Social Media Can Teach You About Living a Fuller Life

Kim Smiley | Posted 12.16.2014 | Canada Living
Kim Smiley

Let me fill you in on a secret: It's because you are too busy focusing on you, your company and your brand. You. You. More you. Forget about yourself for a second. Focus on the scintillating stars around you. They are gorgeous, captivating and brilliant! There is so much to discover. It is there waiting, just like you. All you have to do is open years eyes, click and share.

Ask Yourself These Three Questions Before You Dive Into Online Video

Lisa Ostrikoff | Posted 12.06.2014 | Canada
Lisa Ostrikoff

This is a great place to start when looking at your overall video strategy and deciding what content to include and what stories to tell. Come up with three key messages for potential customers to absorb, and then work on simplifying them. Get someone to view your businesses from an outsider's perspective, which can add additional insight.

Businesses Named 'ISIS' Consider A Rebrand

CP | Tom Murphy, The Associated Press | Posted 12.03.2014 | Canada Business

Aeran Brent is tired of visitors asking about her store's name or snapping pictures of the sign outside.Unfortunately, that's life for a small-busines...

What I Learned This Week: Always Sign Your Work

Andy Nulman | Posted 11.28.2014 | Canada Living
Andy Nulman

There is only one way that any one of you, any one of your companies, or any piece of your work can be considered a "brand." And that's if people recognize it's you... and how you differ from others. So whether it's a multi-million dollar logo or a barely legible cursive scrawl, the power is in your hands.

How This Brand Made You Feel You Needed Something You Already Have

Sari Gabbay | Posted 11.03.2014 | Canada Business
Sari Gabbay

With only a shoestring budget, Dollar Shave Club found a way to rise above the mega brands and connect directly with consumers. They shocked us, made us laugh, and made us feel cool. They had the balls to call us out if we even thought about going back to that lame, expensive razor that we've been using all along.

How to Keep Your Personal Brand True to You

Sarah Vermunt | Posted 10.08.2014 | Canada Business
Sarah Vermunt

For some, the idea of building a personal brand feels a little, well, icky. You might wonder, How do you build a personal brand without feeling like you're selling your soul? Actually, selling your soul is exactly what you should do. Stick with me, here...