Branding

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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.

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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.

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Wine Rack invites Canadians to relax

The wine and cider retailer is expanding its summer campaign across 164 stores through the summer months.

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Sleeman celebrates craftiness

The beer company has unveiled new creative and a revised brand positioning ahead of the suds-heavy summer season.

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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.

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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.

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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.

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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.

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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.

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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.

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Weston revamps Country Harvest

New bolder packaging aims to help the brand stand out on shelf by highlighting healthy heart ingredients.

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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.

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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.

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Putting a new lens on smart glasses

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

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Laboratoire Suisse takes inspiration from Switzerland

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