Branding

3 Reasons To Make Friends With Your Business Competition

Brian Scudamore | Posted 05.03.2016 | Canada Business
Brian Scudamore

Being friendly doesn't mean sharing every secret or disregarding competition. After all -- you're both after customers in a crowded marketplace. Just realize that strategically aligning with the competition can make your business better. McDonald's needs Burger King; FedEx keeps UPS on its toes. Healthy business rivalries help stave off complacency and will make your company stronger in the long run.

11 Ways To Target Canadians On Twitter

Melody McKinnon | Posted 04.26.2016 | Canada Business
Melody McKinnon

If hundreds of people voluntarily follow you into a room to hear everything your company has to say, it should be easy to work the room and make sales. Twitter is that room, learn how to work it.

Your First Impression Starts On Social Media

Judy Mann | Posted 04.04.2016 | Canada Business
Judy Mann

Not that many years ago the first time you were seen by other professionals and colleagues was in an interview, the first day on a new job or in a social setting. Now, it is common for people to Google you or find you on LinkedIn, Twitter, Instagram or Facebook to gather up a first impression of who you are before job interviews, as your new position in a company has been announced, or after hearing about you from someone.

Virtual Reality Is Set To Transform The Travel Industry

Sari Gabbay | Posted 03.29.2016 | Canada Business
Sari Gabbay

VR, or "virtual reality," is the new buzzword in technology and the travel industry may just be one of the first to bring this phenomenon into mainstream marketing. Who wouldn't want a "real life" experience in the Amazon before committing to a $10K-plus investment?

Si, Certo! Starbucks Could Actually Take Off In Italy

Rondi Adamson | Posted 03.23.2016 | Canada Business
Rondi Adamson

They've got an awful lot of coffee in Italy already, and they love and drink it in their own style: typically, espresso gulped down quickly, served not with a cruller, but a cornetto or biscotto. So a big non si fa came to mind when I considered the idea of Starbucks in Italy. That is, until I thought about the power of the brand, something not to be trivialized.

Why Sharing Your Shame Is Good For You

Cheryl Muir | Posted 02.19.2016 | Canada Living
Cheryl Muir

Shame. It's not the type of subject you would openly discuss at your friend's baby shower. Nor is it the topic du jour at the local yoga studio as you head in for your morning workout. Nobody wants to talk about shame or -- more specifically -- the one event, experience or lifestyle choice that has led to them feeling shameful. But choosing to do so can change your life.

Kanye's Twitter Feud Is A Lesson In What's Off Limits Online

Rachel Thexton | Posted 02.03.2016 | Canada Business
Rachel Thexton

You or your business may not have 18 million followers on Twitter, but the lessons from this impulsive online exchange can serve as a lesson for anyone who has an online profile. When you communicate instantly through social media, it's easy to find yourself caught up in an emotional exchange with another user who is criticizing you or your brand.

Focus On Technology Over Brand Experience At Your Own Risk

Joseph Donia | Posted 02.02.2016 | Canada Business
Joseph Donia

Brand experience, the way I approach it, focuses on creating positive emotional outcomes for every interaction with a brand, whether that person is a prospect, a buyer, or an employee. That experience can come via content, service experiences, telephone calls, or retail experiences, among others.

Using Soft Metrics To Evaluate Ongoing Performance

Jeff Quipp | Posted 12.18.2015 | Canada Business
Jeff Quipp

In most situations, measuring the return on investment (ROI) is the best way to determine marketing impact. However strictly relying on this metric li...

How WestJet Earned Authenticity In A Jaded Airline Space

Mary Charleson | Posted 12.18.2015 | Canada Business
Mary Charleson

Leading brands know who they are, and more importantly who they ARE NOT. They are conscious of what matches their style and resonates with their audience. They find authenticity in the space that they occupy. Westjet is one of those brands.

Hashtags Can Help Small Businesses Play In The Big Leagues

Jennifer Osborne | Posted 12.04.2015 | Canada Business
Jennifer Osborne

One symbol has become a powerful tool for connecting with intended audiences on social media: hashtags. They help expand a social network, allow one to participate in important conversations and increase online visibility. While using hashtags on social media may seem like common sense, knowing how to use them strategically is key.

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 05.02.2016 | 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.