Branding

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Brewing up emotion still king for ex-Tim’s CMO

Telling moving brand stories is as relevant today as it was in the ’90s, say Upstream’s Bill Moir and Paul Wales.

Kaep

Show your brave face

Editor Jennifer Horn explains why it doesn’t hurt brands to be bold.

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2018 Brands of the Year: RBC banks on the next generation

Canada’s largest bank has been deepening its CSR, innovation and community ties.

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2018 Brands of the Year: Growing Greenhouse

The Toronto-based ‘functional beverage’ brand started small and is now set to sprout up across Canada and beyond.

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2018 Brands of the Year: IKEA comes full circle

The retailer is taking a more purpose-led approach with its marketing to better reflect its core sustainability model.

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How Dosist is marketing a brand not available in Canada

The company is promoting its vaporizer pens with a wellness-driven campaign.

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2018 Brands of the Year: Chevrolet drives the Canadian Dream

The brand’s masterbrand approach is one rarely seen in automotive marketing today.

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Enter the Parka Wars

Here’s how three Canadian companies are targeting tribes to build global brand cred.

Extreme Pita

Extreme Pita ramps up flavour

The pita chain places greater emphasis on taste in a new campaign and branding strategy that includes in-store activations.

Kevin O'Brien

Transforming Weight Watchers in Canada

President Kevin O’Brien explains how WW’s new branding falls within local wellness trends.

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Iceberg Vodka gets a new look

The Canadian-owned and made vodka brand plays up its roots to stand out in a crowded market.

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Simplii Financial launches first-ever campaign

The online-only bank worked with Juniper Park/TBWA to build the brand from the ground up.

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Steam Whistle steams ahead with new packaging

The brewer adds nutritional information to target young Canadians who want to know what’s in their beer.

Neal Brothers rebrand

Neal Brothers rebrands to focus on ‘goodness’

The company is celebrating its 30th anniversary with new branding and its first real marketing campaign.

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Van Houtte explores what it takes to be a master

Ahead of its 100th anniversary next year, the coffee brand highlights the traits that get someone to the peak of their craft.