Branding

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McDonald’s tests new formats to counter fast-food fatigue

Change is in the air at the Golden Arches, which is exploring where ‘to take its brand in the future,’ according to Neil Everett, VP marketing at Toronto-based McDonald’s Canada.

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Oppressive sameness plagues car advertising

If most cars (at least within the two or three main categories) are virtually the identical car with a different nameplate, it also appears that car advertising, as found in one, single copy of National Post Business Magazine (April) is now identical.

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DM (finally) gets integrated

After years of talk about branding and integration, Canada’s top DM shops are actually doing it

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How can airlines get consumers back on board?

If there was ever a time to be afraid of flying, it’s now. An industry that seemed to have been pulling up its socks after the uncertainty of 9/11 has been hit with several whopping curve balls in the last several months.

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Congested? Liberator to the rescue!

The black-clothed Claritin Liberator is like a personal bodyguard in a new TV spot by Montreal-based Cossette Communication-Marketing.

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Blue Light: Less is more

A blonde babe in a skimpy tube top is the focus of a recent TV spot for Labatt Blue Light by Grip of Toronto.

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Levi’s icons get edgy online

Levi’s latest campaign continues to respond to the onslaught of designer jean brands by leveraging the theme of ‘boldness.’

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Charitable observations

Knocking a not-for-profit is like saying that you don’t like mom and you detest apple pie.
However, since tough love can benefit the slamee in the end, I’m going to proceed today, with the hope that there will be some lessons learned and, as a result, more donations raised in future.

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Roche Macaulay becomes Lowe Roche

Toronto-based Roche Macaulay & Partners is the latest agency to change its name to emphasize the global network it belongs to, following similar moves by TBWAChiatDay, Bryant Fulton & Shee and Vickers & Benson Arnold last month.

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Brand Canada: A dangerous notion?

I used to find the notion of nation-branding repugnant. I have now come to the conclusion that, for trade and investment purposes, there is tremendous value in developing a ‘national’ brand. But in the realm of political or cultural activity, branding can be a dangerous oversimplification.

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Kalashnikov: From assault rifles to…snowboards?

Kalashnikov assault rifle extends its brand to items like umbrellas, watches and aftershave.

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MuchMoreWhatNext?

The Much machine spins out its latest offering — MuchMoreRetro.

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Extending Avril

Avril Lavigne is everywhere but from a marketer’s point of view, she’s something of an anti-brand.

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The triumph of ‘reality’

Classic examples of brand promises include Volvo’s safety, Nike’s performance and Disney’s magic. Today, we’re also dominated by another set of promises: intrigue, drama, survival, and seduction – all delivered in the form of reality-based television programs.

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Commemorating the brand

There are lots of brands with historical value, but can a brand museum offer an educational experience?