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We are seeing a new and powerful wave of craft brand growth in every corner of the square. We recently saw the first billion-dollar exit of a craft brand when Unilever bought Dollar Shave Club, and the lessons learned from that success are still rippling out across the retail waters. People, and big brands, have taken notice -- not just of Dollar Shave Club, but of the robust craft brands of its kind gaining ever more ground.
We are in a period that is bridging the old world with the new world. Just as John Fowles wrote that the Renaissance was "the green at the end of civilization's harshest winters", brands too are now poised to flourish after decades of being locked in a construct that made it difficult to blossom.
It takes a lot of work to build a trustworthy brand.
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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.
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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.
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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.
Making our country proud!
When it comes to trusting consumer brands, Canadians stick close to home. Five of the 10 most trusted brands in the country are homegrown, according to a new survey from the University of Victoria's G...
Plug Yourself! Photo Credit: Crystal Morris 1. BE CREATIVELY CONSISTENT How do you plug yourself on social media? Create new relevant content on a regular basis to keep existing fans interested and m...
2014 has seen some exciting developments in the digital marketing space. Here is a look at both the best and the worst of digital marketing in 2014.
About a year ago I hit "submit" on my very first travel blog post. I'd spent most of my adult life traveling to many destinations and amassed hundreds of stamps in my passport over the years. Writing about my travel adventures and experiences seemed like a logical, and even easy, next step. Here are five things I wish I knew before starting my travel blog.
We are human. We have a hardwired need to connect. And we, as entrepreneurs and businesspeople, want our companies to have that human connection, too. Whether you succeed or not, depends on how you approach it. Nail the brand first, then the social media tactics, and you'll be moving in the right direction. And ahead of most of the pack.
Ron Tite, CEO of The Tite Group has a unique perspective on how technology is changing the marketplace. "One thing that is absolutely critical for brands to understand, and that is something we call t...
Essentially, there are two key takeaways from Facebook changes that users can expect will only increase for the foreseeable future: First, they are likely to see more high quality content that tends to align better with their interests and behaviour. Second, it is likely that paid branded content will increase as organic reach decreases.
H&M's attempt to practice the closed-loop fibre strategy is a needed initiative in fashion sustainability. It is an interesting solution, not just for its environmental benefits, but also for its commercial and economic potential.
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.
All Canadians have a stake in reducing franchisees' drastic losses in startup brands. Franchising is an integral part of Canada's economy, particularly the retail sector. Canadian franchisee investors and consumers are drawn to franchise brands based on their potential to offer proven business systems, consistency and recognized goodwill.
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.
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.
In late November TELUS asked their Facebook friends a simple question; if you could give anything to anyone, what would you give? To give is one thing, but to involve the average person and allow them to be part of the sharing is a beautiful thing.
The most effective brands driving engagement are those who are able to be relatable, and those which use their social media channels to talk about things their audience cares about. When people feel they're touching on something that matters to them, they're much more likely to participate and give back. But what will brand engagement look like in the future, and how do you stay a step ahead of trends?
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).
The news this week that Loblaws’ in-house clothing brand, Joe Fresh, has found a home in JCPenney locations in the U.S. has focused attention on the presence of Canadian businesses and brands in the U...
There's always been a fine line in branding between flattery and imitation. No doubt store brands tread on the right side of the law. But just because they're not doing something illegal does not mean that they're completely transparent. This is the approach I find less clear-cut: when the store brand's packaging looks a little too similar to the product it's "inspired" by.