Branding

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JWT appointment reflects escalating brand stewardship fight

My wife is a speech and language pathologist. Her specialty is in identifying the neurological causes of language problems in children, and recommending the correct therapeutic solutions for them.
As an experienced provider of such a highly professional service, she is of course knowledgeable enough in related areas – behavioural and cognitive psychology, for instance – to recognize when a language difficulty is just a symptom of a much deeper social or psychological problem. But in these instances, she is often professionally constrained from commenting on the deeper issues. The regulations governing her practice do not permit it. In the unregulated world of brand strategy and communications, we are often, if not always, in a very similar position.

News

Has Lexus hooligan ad vandalized its brand?

So what’s the story?
OK, class, let’s try a spot of word association. Our words today are ‘Lexus’ and ‘hooligan.’ Quickly now, what scenario pops into your mind the fastest when you put the two together? Are you perchance visualizing a grotty gang of roving thugs?

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Toronto film fest expands, promotes its brand

Sharp marketing has been a cornerstone in the rise of the Toronto International Film Festival from a mid-level alternative player to one of the major stops on the festival calendar. In the last decade alone, TIFF has evolved into a bona fide brand that would make the top brass at Coca-Cola or McDonald’s proud.

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Taco Time cooks up ‘authentic’ marketing plans

Walk into any fast food joint and not much would likely catch your eye. Most have the same stainless steel counters, rigid plastic chairs and non-descript hues, save for the few bright playgrounds for little folk. But Calgary-based Taco Time is aiming to distance itself from the norm, with a new marketing strategy that is designed to paint the 115-unit franchise as more ‘authentic.’

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Baseball’s on, but boys of summer still striking out

So there will be a World Series after all. While the ugliest word in sports – strike – has been averted, this year, to put it lightly, has not been good for professional baseball, especially in Canada. We asked a panel of marketing pros for their suggestions on how to save the game in Canada.

News

Everfresh goes slasher in summer campaign

So what’s the story?
You wouldn’t think juice could rip someone’s head off, but in an attempt to connect with the gore-loving, 16- to 20-year-old male demo, a new campaign for Everfresh jokes about doing just that.

News

Must-have for marketers

Advanced Brand Management: From Vision to Valuation
By Paul Temporal

News

P-O-P requires its own mind-set

We all know how important brand-building advertising is to our marketing strategies. But share of voice seldom correlates with share of SKUs. The retailer is the Keeper of All Brands, but agencies often do not satisfy the retailer’s need to maintain the store’s brand integrity, while still maintaining their client’s.

News

Branding in the ‘Sindustry’

For traditional, comfort-based brands, the potential to build long-term competitive differentiation is great. But can the same be said of brands in the categories perceived as more taboo? Can you build brands where either public perception or regulations limit your ability to message directly to the customer?
For ‘sindustry’ brands, such as tobacco, alcohol, gambling and sex, the answer is yes – providing their brand-building initiatives are holistic in nature.

News

Brand a signal of value

Within a day of the appearance of my last column in this magazine, I received an e-mail from a reader who was troubled by its lack of a conclusion. It seems that, in the course of critiquing the linguistic mire which envelops the practice of branding these days, I failed to answer the fundamental question, what is a brand?

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Airlines can’t seem to get brand advertising off the ground

It’s funny how whole segments of the economy suddenly seem to jump on the advertising bandwagon, and just as quickly jump off again.
There’ll be a flurry of oil company campaigns, and then a year later, silence.

News

Guenette: how Flavour stole back a piece of the branding pie

One Canadian agency that is doing a lot of branding work is Flavour (formerly Wolf Group Advertising) under Rob Guenette, CEO of the Toronto agency since moving from Molson Canada earlier this year.
Guenette says the biggest case study for the agency so far has been its own rebranding.

News

Rebranding ‘branding’: will overuse create a backlash?

This past year in Strategy, the word ‘branding’ turned up 287 times. It is the industry equivalent to fashion’s current peasant blouse craze. Experts say that the uptick in brandishing the term has emerged in reaction to the marketplace becoming increasingly commoditized, and that it reflects marketers’ obsession with differentiation. Once confined to the packaged goods category, branding has infiltrated other fields. You can brand a baseball team – or a nation for that matter. (Canada could use a sound branding strategy.) But will the overuse, and often incorrect usage of the term, and the fact that the diverse players who profess to do it all have different theories and processes, create a ‘branding’ backlash?
Strategy caught up with agencies and clients alike to gauge their feelings about the term of the moment, and garner insight on how the emphasis on branding has impacted the client-agency relationship.

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Branding: Making sense of the philosophical confusion

One of the privileges of the pen is that he who wields it can indulge in all kinds of literary conceits to address even the most prosaic of subjects. Thus, in addressing the subject of ‘rebranding branding,’ I will open this brief commentary with a quote from the most notorious philosopher of the 20th century, Ludwig Wittgenstein: ‘There are no philosophical problems. There are only linguistic puzzles.’

News

Accountants 1, Marketers 0

Here’s a sobering thought. The accounting profession probably understands more about branding than most marketers – at least as far as a brand’s actual value is concerned.