Branding

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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?

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Building an SUV society

The sport utility vehicle (SUV) category is the victim of its own success in that it has become jam-packed with new models – so much so that it is tricky for each automaker to stand out in all the traffic.

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How would you get the Golden Arches to shine again?

As a ‘who’da thunk it’ moment in marketing history, it was a doozy. After 47 years of enticing most of the munchers on Planet Earth to chow down under the Golden Arches, mighty McDonald’s humbly posted its first-ever quarterly losses on Jan. 23.

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No more brand personality – we’re at the molecular level

Brands are often compared to people. It is a convenient mental model for understanding how they behave, and one of the oldest tools in the consultant’s kit bag for articulating key attributes. You’ve heard it a million times: ‘If this brand were a person….’

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Who owns your brand?

Time was when branding was simple. You would establish the attributes and the value proposition of your brand; dress it up to communicate those elements and take an educated guess as to who might buy into your promise. Then you’d send the whole works out into the cold, cruel world to find new friends. And, of course, bring back the cash.