Branding

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Who’s got personality? (and who doesn’t)

In a zillion-channel universe, having a distinct brand is a must, whether you’re a specialty, regional or broadcaster. Strategy asked four TV experts to flick on the tube and rate how well Canada’s channels are building their personas through on-air branding…

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It’s not glamorous. And it works

They say that creative is a young man’s game, but while twentysomethings hopped up on double espressos can keep those wacky ideas coming, many don’t have a clue when it comes to long-term strategic brand building. It takes time to produce a multi-year campaign that achieves recognition levels of 95% (such as Monsieur B. in Quebec). It takes discipline. It takes experience. Not many Canadian CDs can do it. Here’s a chance to meet four who can.

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Narrow the focus, own the word

If you’re responsible for the care and feeding of a brand, some of the insights gleaned at Strategy’s recent conference on branding, Building Customers for Life, may be fodder for revisionist thought.

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Keeping it simple: Why narrowing your focus makes your brand stronger

Zellers could go the way of Kmart, Roots will conquer the States, and Canada’s beer companies couldn’t have done a worse job down south.
So says Al Ries, marketing consultant and co-author of Positioning, one of the best-selling advertising books of all time.

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When a cocktail onion is a brand experience…

It all started with some cocktail onions. Bypassing my usual three olive request with a dry martini, something that Friday evening inspired me to ask for cocktail onions instead. The cheery young waitress smiled, closed her order pad and sped away, only to re-appear a few moments later with a look of despair as her only companion.

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Hired guns and other brand escalation tactics

During the ’90s, the importance of branding took hold like never before and marketers espoused brand strategy as the key to winning consumer loyalty. But if the ’90s built the path for strategic planning, the new millennium is set to position tactics as the key to successful brand building.

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Corus research into what women want sparks younger, bolder WTN

It turns out that what women don’t want, after all, is a serious TV channel that talks about issues 24/7. As Toronto-based Corus Entertainment recently discovered through extensive research, women actually go to the small screen for the same reason men do – to be entertained. This epiphany has culminated into a bolder look for WTN, now called simply W, as well as a clever ad campaign encompassing TV, radio and print that will introduce the revamped network beginning April 15.

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How can the struggling Canadian film industry build momentum?

Chances are, you will opt for the former – not necessarily because it’s a better movie but because this is the film that’s a sure bet. The trailers looked good, the media reviews were promising and most importantly, everyone’s talking about it.

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Yes, but is it art?

Branding is a bit like one of those big, colourful rectangle paintings by Rothko. An expert on the New York School of abstract painting could write a 400-page treatise on how it came about and what it means, but when you step up to the picture, what you see is just a big colourful rectangle.
In the same way, the best brands have hours of strategizing behind them, result from reams of research, and the brand architects could write a book on what they mean, but they look pretty simple to the consumer.

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Reinventing the supermarket

Mellow jazz played by a live trio wafts from a sunny, flower-filled mezzanine. Relaxing at umbrella-topped picnic tables, customers snack on savoury sushi, crisp salads, prepared-to-order deli sandwiches, just-out-of-the-oven pizza and piping-hot pastries with cappuccino.
Nearby, a garrulous chef conducts a cooking class in a glass-fronted room that will soon be vacated to make way for a community group meeting.

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What do branding firms actually do?

Branding firms are a bit like hookers: the services on offer aren’t always clear. The very word ‘branding’ is probably the most misused term in marketing, and a flurry of jargon (‘consumer-centric,’ ‘multichannel communications,’ ‘experiential influences’) can muddy an already abstract and intangible area.
To help clear the waters, we checked in with two companies near opposite ends of the branding spectrum. Interbrand Tudhope is the Toronto cog in an international branding machine, boasting 26 offices all over the world. Vancouver-based dossiercreative is a home-grown package-design-firm-recently-turned-branding-company (the company’s name was changed from M5 to reflect the new focus).
Both bill themselves as branding experts, but each comes to the table with a very different history, staff and structure. From billing practices, to project management styles, the two case studies below highlight the differences and similarities between the two most common branding agency models.

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Measuring return on brand investment

As the axiom goes, what is not measured is not managed. And so it can go with brand – too many businesses let the value of their brand slip through their fingers by failing to measure its performance.
Especially in a down economy, appropriate standards of measurement, or brand metrics, are not just a good idea – they’re mandatory for companies that intend to succeed.

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From

The Girl Guides, a Canadian institution for more than 90 years, was in trouble. ‘We were the largest invisible girls’ organization in Canada,’ says Georgia Guy, Girl Guides manager, external relations.

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B2B branding insight

Nothing inspires the soul to ennui like the phrase ‘industrial branding.’ But stay with me for a minute, and allow me to throw out a few ideas that may change your thinking.

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When branding runs into pricing

Jim Southcott, chief strategic officer at Vancouver-based Bryant, Fulton & Shee, has been working closely with client BC Gas since 1998 to better develop the brand’s profile.