Branding

Hacking Outbound Sales

Fatima Zaidi | Posted 05.18.2017 | Canada
Fatima Zaidi

If you're in sales at a small business, reaching out to potential customers can be a formidable necessity. Most salespeople are motivated to find new ...

Careful Branding Helps Entrepreneurs Overshadow Big Businesses

Brad Fisher | Posted 05.02.2017 | Canada Business
Brad Fisher

This has been top of mind for me since we unveiled Primus' new brand last fall. Having spent a considerable amount of time serving the telecom needs of many small businesses, I realized that there are lessons from our own experience that are helpful to any entrepreneur trying to stand out from the pack.

4 Ways To Take Your Content From Boring To Blazing

Melanie Nathan | Posted 04.18.2017 | Canada Business
Melanie Nathan

Content marketing is essential for bringing organic traffic to your website. When you publish high-quality content though, you're more likely to get readers to share it. Over time, a steady stream of good content can dramatically boost your brand recognition and the amount of business you have.

The Importance Of Brand Ambassadors In A Digital World

Emily Lyons | Posted 04.05.2017 | Canada Business
Emily Lyons

As the CEO of a North American experiential marketing agency, I have a tendency to chronically think about marketing as a whole -- its past, present, and future. With the explosive growth of internet-based marketing approaches, some executives and marketing managers have wondered about the role of brand ambassadors in this new advertising landscape. Do companies still need brand ambassadors for effective marketing? Or are brand ambassadors rendered obsolete by the Digital Age?

You Are Your Own Brand: The Art Of Personal Branding

Posted 03.06.2017 | Canada Living

In business you hear the term “personal brand” thrown around a lot. It’s a process by which you define how the world sees you. It’s seemingly a straightforward task but often the most important thing a new business owner will do.

How Lady Gaga Got Her Brand Back

Julie Rusciolelli | Posted 02.09.2017 | Canada Living
Julie Rusciolelli

The Lady Gaga we fell in love with 10 years ago is back and better than ever. The icon who carved out an indelible brand persona has finally returned to her fans, her roots, her senses, and to her betrothed little monsters. She has reclaimed her trademark pedigree that made her the irrepressible image we all fell in love with. And she did it without any outside help or needless controversy.

5 Steps To Build And Buff Your Personal Brand

Andrea Lekushoff | Posted 01.06.2017 | Canada Business
Andrea Lekushoff

This year, in addition to the great work that we're doing on behalf of clients, let's make a commitment to look inward and focus on expertly communicating our own brand stories.

Digital Transformation of Business and Communications - Part 4

Doug Bannister | Posted 11.09.2016 | Canada
Doug Bannister

As a business owner and communications industry veteran, Jean-Pierre Lacroix, President of Shikatani Lacroix, a Toronto-based branding and design agen...

Digital Transformation Of Business And Communications - Part 3

Doug Bannister | Posted 11.01.2016 | Canada
Doug Bannister

As a business owner and communications industry veteran, Jean-Pierre Lacroix, President of Shikatani Lacroix, a Toronto-based branding and design agen...

Your Business Needs To Always Be Branding

Brian Scudamore | Posted 10.07.2016 | Canada Business
Brian Scudamore

One thing is clear from this year's presidential race: Donald Trump has built an incredibly recognizable brand. He's stamped his name on so many things -- from buildings around the world to steaks for sale at The Sharper Image -- that some American voters associate him with wealth and success.

Great Brands Always Have A Shared Story

Mary Charleson | Posted 09.26.2016 | Canada
Mary Charleson

Branding is about more than image recognition for customers. Great brands give their customers something to belong to and talk about. They always have a great story. I was reminded of that last week while in Ontario cottage country visiting relatives and friends before returning to Toronto for some business meetings.

Purpose: Putting Meaning To Work

Mike Rowlands | Posted 07.29.2016 | Canada Business
Mike Rowlands

There is a vast gulf growing between younger generations, who want genuine purpose in their work, and older generations (their bosses), who are more l...

Why 'Future You' Should Make All Your Decisions

Melissa Dawn | Posted 07.15.2016 | Canada Business
Melissa Dawn

When faced with any decision, always ask first, "What would Future Me choose?" That's how you get to where want to go. By making decisions not from where you are, but from that place of your envisioned success.

4 Types Of Online Influencers That Brands Hate To Work With

Rachel Thexton | Posted 07.13.2016 | Canada Business
Rachel Thexton

New digital personalities pop up daily and although we often hear about the PR behaviours that annoy bloggers and influencers, it's also important for us to recognize some of the shady influencer behaviours that can leave a communicator frustrated and far from their PR goals.

Should A Cosmetics Brand Be Expected To Play Politics?

Jenica Chuahiock | Posted 06.29.2016 | Canada Style
Jenica Chuahiock

It seems incredibly naïve to think that a profit-dependent, commercial venture is the final bastion of democratic values. Yet, in an age when companies are capitalizing on social responsibility, are brands unwittingly turning themselves into moral pedestals?

When The Going Gets Tough, The Tough Build Trust

Andrea Lekushoff | Posted 06.09.2016 | Canada Business
Andrea Lekushoff

It's a common experience among many communications professionals: after helping an organization build its brand reputation during good times, we often see our efforts unravel the moment an economic downturn hits and senior management decides to cut spending on brand communications. It's understandable. But it's also a mistake, since difficult times are exactly when an organization should remain visible and emphasize its brand.

You're Being Judged. You Just Don't Know It

Mary Charleson | Posted 06.09.2016 | Canada Living
Mary Charleson

Dear 20-something, you're being judged. You just don't know it. You have somehow managed to graduate from high school, and in some cases college and university, without knowing how to use to, too and two. You mix up were, where and wear as well as there, their and they're. Notice how I said you're being judged? Not your being judged?

I Am A Fashion Chameleon

Inessa Radostin | Posted 05.30.2016 | Canada Style
Inessa Radostin

For most people, fashion is a way of expression; for me it was a support system. When I found myself lost or in transition I simply picked a new character to play and let that character loose in a mall. I would pick bits and pieces of the people around me and tried to imitate their appearance. In true alien mode, I formed myself to look like the inhabitants of whatever place I happened to be occupying at the time.

3 Reasons To Make Friends With Your Business Competition

Brian Scudamore | Posted 05.04.2017 | 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 04.27.2017 | 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 04.05.2017 | 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 03.30.2017 | 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 03.24.2017 | 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 02.19.2017 | 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 02.03.2017 | 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.