Branding

News

Athletic footwear marketers combine street, style and sport

It used to be that to sell sneakers, all you needed was a top sports star and a solid performance running shoe. But an onslaught of new and revamped players, some focused on their fashion-forward styling, have been heating up the category in the last few years.

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Is sub-viral parody of your brand a good thing?

About a month ago, sneaker maker Puma got a huge boost in buzz.
Hipsters, fashionistas and Internet junkies set the message boards ablaze and servers humming by distributing and downloading the greatest print ad Puma had ever conceived. But there was a problem: Puma never commissioned the ad.

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The Fan lets innuendo surpass logic

I have a confession to make. I am addicted to sports radio.

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Baskin-Robbins trades neon for classic look

Baskin-Robbins Canada wants to return to its roots with spring renovations that offer a warmer, ‘mom-and-pop’ atmosphere and less of the ‘neon pink.’

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ATI makes a play for mainstream gamers

Size doesn’t matter – speed does. In the high-stakes world of graphics processor technology, or video cards, ATI Technologies has just grabbed the lead, which is potentially worth hundreds of millions of dollars. Now it’s faced with the task of exploiting it.

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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.