Branding
Looking beyond the Big Idea
Experts weigh in on how the agency search process is changing and what marketers want from their creative partners today.
How a Toronto tech hub fits into WW’s new mission
The rebranded wellness company’s VP of engineering on utilizing member data and meeting the needs of a new target.
Wine Rack invites Canadians to relax
The wine and cider retailer is expanding its summer campaign across 164 stores through the summer months.
Sleeman celebrates craftiness
The beer company has unveiled new creative and a revised brand positioning ahead of the suds-heavy summer season.
Walmart hits 25 years in Canada
There were skeptics when the chain first crossed the border, but it has held its own by stressing Canadian character and a customer-first mantra.
M&M’s commandeers a slogan from KFC
The Mars Wrigley brand couldn’t use its own iconic tagline to promote a new chocolate bar, so it borrowed another one.
The Marie Kondo Effect hits the Great White North
A flock of retailers from Asia have opened stores in Canada in a bid to cash in on the demand for minimalist aesthetics.
Timothy’s emphasizes the everyday in new brand identity
The Keurig coffee brand shifts from talking about how coffee is made to how it helps people get through their day.
Captain High Liner gets a makeover
High Liner Foods revamps its iconic mascot as part of a brand refresh timed with a brewing ‘renaissance’ in the freezer aisle.
How Canadian Tire became Canada’s most admired brand
SVP Susan O’Brien reveals the strategy that saw the retailer top Leger’s annual survey.
Weston revamps Country Harvest
New bolder packaging aims to help the brand stand out on shelf by highlighting healthy heart ingredients.
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 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.
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 takes inspiration from Switzerland
With a new brand identity and platform, the Quebec natural health products company transitions into a masterbrand approach.
