Branding
How Samsung won back consumer trust
Experts weigh-in on the electronics co’s rise in brand trust surveys, and offer insight on how Tim Hortons can replicate its success.
In the kitchen with Bob Park
How the GE marketer is whipping up a digital-first strategy that even the U.S. arm of the appliance brand has its eyes on
Salinex wants consumers to take a deep breath
The nasal care brand’s first campaign in three years aims to drive differentiation in a highly functional category.
‘Guilt-free’ ice cream race heats up
CoolWay ice cream has relaunched with new flavours and a proposition that pits it against other healthier dessert options.
Secrets to success in cannabis marketing
48 North’s Alison Gordon talks to marketers about how to build brands in an uncertain industry.
K-Swiss aims to ‘crush’ its entrepreneurship positioning
The sneaker brand returns to the Canadian market with a limited-edition shoe and a strategy to win success-minded consumers.
Hunt’s enters foodie territory
The ConAgra brand is reaching for the premium market with new heirloom tomatoes packaged in a smaller format.
Weekend Reading: What it takes to brand an agency
How to create a branding strategy that goes beyond talent strength and focuses on what your shop stands for.
The nature of change for c-suite marketers
Part three of strategy’s CMO discussion on generalists vs. specialists and the speed of innovation.
A high-style retail model
Why Spirit Leaf is taking design cues from lifestyle brands in its approach to cannabis retail.
Edo Japan opens millennial-friendly eatery
The restaurant is rolling out its Fresh Take speed and convenience-driven concept ahead of further Canadian expansion.
New Balance declares its independence
The brand highlights its widening product range, from sports to lifestyle, in a new global platform and campaign.
Check it Out: Handicap International gets inclusive
The organization has opted for a more culturally appropriate name in a rebranding effort led by Cossette.
The Tite Group becomes Church+State
The agency has rebranded to better reflect the nature of its work and realities of advertising.
Cadillac Fairview’s ‘optimistic’ view of the future
With a digital spot promoting its sponsorship of the Olympics, the company launches its new “Brighter” brand platform.
