Branding
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.
Show your brave face
Editor Jennifer Horn explains why it doesn’t hurt brands to be bold.
2018 Brands of the Year: RBC banks on the next generation
Canada’s largest bank has been deepening its CSR, innovation and community ties.
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.
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.
How Dosist is marketing a brand not available in Canada
The company is promoting its vaporizer pens with a wellness-driven campaign.
2018 Brands of the Year: Chevrolet drives the Canadian Dream
The brand’s masterbrand approach is one rarely seen in automotive marketing today.
Enter the Parka Wars
Here’s how three Canadian companies are targeting tribes to build global brand cred.
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.
Transforming Weight Watchers in Canada
President Kevin O’Brien explains how WW’s new branding falls within local wellness trends.
Iceberg Vodka gets a new look
The Canadian-owned and made vodka brand plays up its roots to stand out in a crowded market.
Simplii Financial launches first-ever campaign
The online-only bank worked with Juniper Park/TBWA to build the brand from the ground up.
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 rebrands to focus on ‘goodness’
The company is celebrating its 30th anniversary with new branding and its first real marketing campaign.
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.
