Branding

adam levine

Male grooming is booming

Brands, from global giants like L’Oreal to start-ups like Consonant, are marketing more to men. And it’s starting to pay off.

Genesis-RibbonCutting-Terminal12018-12-18-8859

Genesis Motors shifts marketing into high gear

The Hyundai-owned, digital-first luxury brand aims to drive more sales by talking about what sets its cars apart.

North_RB1H

Putting a new lens on smart glasses

Why North believes sleek styles and boutiques can help drive interest in a moribund tech product.

Laboratoire Suisse

Laboratoire Suisse takes inspiration from Switzerland

With a new brand identity and platform, the Quebec natural health products company transitions into a masterbrand approach.

Livli

Folium Labs aims to address nutritional needs of cannabis users

The cannabis wellness company’s multivitamin is branded to reach “health-conscious and optimistic” users.

Fizz

Videotron focuses on perks to launch Fizz

How the new low-cost mobile and internet provider is aiming to stand out in a crowded telco market.

Molson-1

Molson refreshes its labels under new masterbrand approach

The redesign aims to bring renewed focus to the brewer’s legacy and “premiumize” the category to compete with craft beer.

mujicolour

Muji colours outside the lines

Muji’s North American president on the retail strategy that’s helping the Japanese brand become a global phenomenon.

Soar-main

Keep your eyes on branding to soar above rivals

Keith Johnston, VP and research director at Forrester, on how to bring your brand to a new level.

IMG_0545-2

How to tailor your strategy to Gen Z

Experts weigh in on how to target this growing group in 2019 and beyond.

Jill-Schoolenberg

MOY 2019: Jill Schoolenberg’s slam dunk

The GoDaddy VP transforms sports figurines and cozy pajamas into a long-term strategy for the Canadian market.

Anne-Marie LaBerge_BRP_cropped

MOY 2019: Anne-Marie LaBerge takes BRP on a ride

The marketer is transforming the recreational vehicle company from product-driven to experience-led.

Riedel-02-Sept2018

Steam Whistle brews up big changes

The once-niche beer brand is exploring a further push into experiential and expanding its product portfolio.

Antoinette Benoit

MOY 2019: Antoinette Benoit’s golden strategy

The McDonald’s CMO has Canadians, from kids to grandpas, lovin’ the Golden Arches.

Bigioni

MOY 2019: David Bigioni begins on a high note

How one of our Marketers of the Year got consumers in a new category to say “Hi” to Tweed, not weed.