Branding

Does Your Brand Have a Crisis Management Plan?

Andrea Lekushoff | Posted 04.09.2014 | Canada
Andrea Lekushoff

Despite the importance of crisis preparedness in a 24 hour news cycle, many companies still don't have a crisis communications plan in place. Instead, they either hope one will never happen or figure they can "wing it" when a crisis eventually does occur. Simply put, not having a crisis plan in place is like playing Russian Roulette with your company's brand.

Five Easy Steps to Discovering Your Personal Brand

Bobby Umar | Posted 03.28.2014 | Canada
Bobby Umar

Words can be a powerful expression. So too can a personal brand be a powerful beacon for you and others. But most of all, each of you can be a leader. You just need to know who you are, know what you want and then ultimately make that positive impact with your brand, your promise and your legacy.

Three Examples of Contextual Advertising Done Right

Jeff Quipp | Posted 03.19.2014 | Canada Business
Jeff Quipp

The Sochi Olympics, like other popular television viewing events (read: Oscars, Super Bowl) reinforced the importance and potential effectiveness of contextually relevant ads. Think of the Canadian Institute of Diversity and Inclusion spot that went viral, or Proctor & Gamble's Thank You Mom commercial.

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.

How to Become a Thought Leader

Andrea Lekushoff | Posted 03.26.2014 | Canada Business
Andrea Lekushoff

This Forbes article is spot on with its four tips to becoming a thought leader, as outlined below. But from a PR and social media perspective, let's look at how these recommendations fit.

What Content Marketing Can Do for You in 2014

Lisa Ostrikoff | Posted 03.16.2014 | Canada Business
Lisa Ostrikoff

There are various methods in which content marketing can work for businesses in virtually any industry, with the information provided in a variety of formats. You can either do this in-house, or hire professional content creators in a variety of mediums to do this for you. Here are some ideas that could work for you.

Three Ways to Win a Customer's Heart and Mind

MJ Gagnon | Posted 01.25.2014 | Canada Living
MJ Gagnon

The unique selling proposition (USP) is a concept that has evolved from a factual, externally focused message to one that is more holistic; it now has to touch and inspire your target audiences, whether it is your customers, employees, or partners. In our world, we believe it's the foundation for communications and a core capability of our firm.

Should Your Brand Try its Hand at Content Marketing?

Hana Abaza | Posted 12.24.2013 | Canada Business
Hana Abaza

Is content the future of marketing? Looks like it. But with all the hype surrounding branded content creation that is less self-serving and more useful, how are consumers feeling about brands that have chosen to go down this path?

The Future (According to Corporations)

Robert Bolton | Posted 11.17.2013 | Canada Business
Robert Bolton

Future scenarios should be thought of as being in perpetual draft form; they should be rewritten constantly and thought about critically -- always in the condition of workshopping. Questions about how things like new technologies ought to exist are matters of vital social consequence. They are political decisions; questions that we should all be engaging.

Baby, You Can Track My Online Activity

Mitch Joel | Posted 09.22.2013 | Canada Business
Mitch Joel

Before you start lighting up those pitchforks and come after us marketers with a mix of mass hysteria and moral panic, take a look at your own online behavior and ask yourself, which scenario you prefer? Go to Amazon and start shopping (presuming you have been there before), and ask yourself, "what is the experience like?"

You are not your target audience

Sari Gabbay | Posted 09.09.2013 | Canada Business
Sari Gabbay

If there is one thing you can learn about marketing, it's that just because you create a service or product, and it came from your vision this does no...

Design Fictions: What Do Brands' Visions of the Future Look Like?

Robert Bolton | Posted 09.07.2013 | Canada Business
Robert Bolton

Design fictions today play out most often in the form of viral online videos produced by consumer electronics companies to promote a particular vision of the future, where, in a world characterized by bad ambient-pop music, the ubiquity of their products makes life better for everyone.

The Pageview Industrial Complex

Mitch Joel | Posted 08.11.2013 | Canada Business
Mitch Joel

It's hard to argue that most content-based webpages aren't all that annoying, but there is a cost for access and there is a cost for this content that must be paid by the consumers. Whether this is a paid-subscription model to underwrite the profitability of the business or ad-supported as the model, consumers have to accept that advertising and pageviews are going nowhere.

Yahoo's Billion Dollar Bet on Tumblr

Mitch Joel | Posted 07.28.2013 | Canada Business
Mitch Joel

If Yahoo can acquire sites like Tumblr and Hulu while pushing beyond their history of being a Web portal, spending a billion dollars on a platform like Tumblr and/or Hulu could well be the cheapest way for a company of that size and magnitude to not only save itself, but rebuild its brand reputation as a leader in the digital world.

Changing Your Brand Can Be Like Herding Cats

Mary Donohue | Posted 07.08.2013 | Canada Business
Mary Donohue

We've all heard the saying "It's like herding cats." As challenging as that might be, it's not much more difficult than building consensus with a global committee: everyone has a different view, and often a territorial approach to meetings. In fact, while herding cats is tough, creating a brand change in corporations may be even tougher.

Do You Suffer From Corporate Attention Deficit Disorder?

Nick Cowling | Posted 06.25.2013 | Canada Business
Nick Cowling

In a time where anyone with a smartphone can become a news aggregator or citizen journalist, corporations appear to following suit, and are coming down with a serious lack of continuity in their communications. I'm talking about how understanding what some companies are trying to stand for these days has become an impossible task.

SavvyMom Roundup: Strangers Slapping Babies?

Minnow Hamilton | Posted 04.24.2013 | Canada Living
Minnow Hamilton

This past week was both busy and relaxing -- what with V-Day, a short work week and a four day weekend to keep the kids busy. Oscar shocking, strangers slapping babies and some great new snack ideas were all things that caught my attention this week.

One Single Mother's Rocket to Business Fame

Shannon Skinner | Posted 03.16.2013 | Canada Business
Shannon Skinner

2012-06-18-ShannonSkinner.jpg It was while working in brand marketing for packaged goods companies that Sandler, a single mother of four young children, felt there was a lack of the kind of market intelligence she desired, so she opened her own company...

Have We Traded Our Iconic Brands for One Hit Wonders?

Mitch Joel | Posted 01.27.2013 | Canada Business
Mitch Joel

The speed with which our world now lives could well put an end to the world of iconic brands. Before all of this connectivity, a great brand could stand the test of time. It now seems like insanity. The Beatles were iconic. Do you believe that any of the musicians today that we admire will be able to leave this kind of legacy? What about companies?

Rebrand -- What's a Lovemark, Anyway?

Kerry Harris | Posted 12.23.2012 | Canada Business
Kerry Harris

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).

Can a Loyalty Concierge Help Brands?

Tod Maffin | Posted 12.15.2012 | Canada Business
Tod Maffin

A shopper will saunter over to the kitchen appliances section, whip out their smartphone, scan the UPC symbol on a food processor, and walk out. What just happened? Their phone just looked up that processor and told the shopper where they can get it within a three-minute walk. Welcome to the terrifying new world of retail and declining brand loyalty.

How Starbucks Turned me into a Brand Ambassador

Sharon Vinderine | Posted 12.01.2012 | Canada Business
Sharon Vinderine

For me, the quintessential source of inspiration comes from where I start every morning, and that place is Starbucks. I am a Starbucks Brand Addict because they have created an environment and a brand that has me hooked. What Starbucks has done rather ingeniously, is create a Brand Ambassador out of me without me even knowing it. Here are some ways that Starbucks is doing it right and how you can learn from their holistic approach to the customer experience.

Rebrand: Bev Oda's Rep Needs Some TLC

Kerry Harris | Posted 11.13.2012 | Canada Politics
Kerry Harris

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.

Mark Carney: Canada's Smoothest Operator

Karen Wensley | Posted 10.28.2012 | Canada Business
Karen Wensley

Mark Carney, Governor of the Bank of Canada, probably has the best personal brand of anyone in Canada right now. Carney has created a spotlight for himself by taking some risks, all of which could have blown up in his face. I think he managed to avoid disaster by focussing on some key principles about personal branding.

How (and Why) to Build Your Personal Brand

Karen Wensley | Posted 10.24.2012 | Canada Business
Karen Wensley

Guess what? Personal branding is just as important for bank managers and accountants and human resource specialists as it is for actors and advertising executives and sports figures. Many people shy away because they think only the famous need them, but you already have a brand -- it might not be accurate, and it might not be the brand you would like to have -- but you have one. Why not optimize it?