Branding

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Longo’s debuts new brand positioning

The family-owned grocer has evolved its brand and strategy to attract a younger generation of shoppers.

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AGF rebrands to reflect its business evolution

The company is aiming to unify its products as it celebrates its 60th anniversary.

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Check it out: Dodgeball Canada revamps

A new look and strategy aim to put the sport on par with more traditional ones, ahead of the World Championships.

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What makes a Brand of the Year

Publisher Mary Maddever on how this year’s top brands found a gap, picked a lane and stuck to it.

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KBS Canada wins Henderson Brewing

In a surprising twist, the Toronto brewer selects a global advertising firm as its first agency partner.

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2017 Brands to Watch: How Saje struck oil

The natural skincare company is sprouting up everywhere.

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Branding WestJet’s new low-cost carrier

The airline’s EVP of strategy on the opportunity behind Swoop’s offering.

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Monica Ruffo on going against a sea of ‘sameness’

The former ad exec launches Well Told Health, aiming to fill what she sees as a gap in the supplements category.

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2017 Brands to Watch: Matt & Nat’s vegan venture

Ethical fashion goes big.

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2017 Brands to Watch: Collective Arts’ chameleon can

The Hamilton brewer designs its brand purpose into its labels.

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2017 Brands of the Year: Rethink rejigs the non-profit model

Up next: continental expansion and tween outreach.

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2017 Brands of the Year: A robo-advisor’s human touch

Canadian startup Wealthsimple has grown globally by putting humanity at the core of its brand.

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2017 Brands of the Year: Cheers to SAQ’s CRM success

Quebec’s liquor retailer makes it very personal.

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2017 Brands of the Year: A&W stays rooted in real

The QSR is growing among millennials thanks to a commitment to more real ingredients and less packaging waste.

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Knixwear strikes a balance

The “period underwear” brand’s CEO on the tricky task of going after teens.