Branding

Amex-main

American Express’ new unified, global brand

The financial company brings together its U.S. and international strategies in a platform that reflects its changing business.

David Pullara

Hill Street’s first CMO to help launch cannabis-infused beverage line

David Pullara will help the alcohol-free beverage co. enter the space following cannabis legalization.

Canadian Premier League4

Branding a new pro soccer league

Nike marketing veteran Roy Nasrallah tells an inspirational story to support the launch of the Canadian Premier League.

SSQ

SSQ puts community at core of new platform

Following a rebranding earlier this year, the insurer aims to expand its presence outside of Quebec.

SAXX underwear

Why SAXX has shifted to purpose-driven marketing

The brand is looking through an anthropological lens to find the connection between men’s undergarments and social change.

Timberland

Timberland to push further into Canada

Ahead of launching into ecommerce, the footwear and apparel company is looking to build a more local voice through social.

Samsung

How Samsung won back consumer trust

Experts weigh-in on the electronics co’s rise in brand trust surveys, and offer insight on how Tim Hortons can replicate its success.

BobPark

In the kitchen with Bob Park

How the GE marketer is whipping up a digital-first strategy that even the U.S. arm of the appliance brand has its eyes on

SCNSAL17002_Salinex_OOH_Pregnancy_E_7

Salinex wants consumers to take a deep breath

The nasal care brand’s first campaign in three years aims to drive differentiation in a highly functional category.

CoolWay

‘Guilt-free’ ice cream race heats up

CoolWay ice cream has relaunched with new flavours and a proposition that pits it against other healthier dessert options.

AlisonGordon2a

Secrets to success in cannabis marketing

48 North’s Alison Gordon talks to marketers about how to build brands in an uncertain industry.

GaryV_Sneaker12

K-Swiss aims to ‘crush’ its entrepreneurship positioning

The sneaker brand returns to the Canadian market with a limited-edition shoe and a strategy to win success-minded consumers.

Hunt's Heirloom

Hunt’s enters foodie territory

The ConAgra brand is reaching for the premium market with new heirloom tomatoes packaged in a smaller format.

Sid Lee2

Weekend Reading: What it takes to brand an agency

How to create a branding strategy that goes beyond talent strength and focuses on what your shop stands for.

MES RoundTable 1

The nature of change for c-suite marketers

Part three of strategy’s CMO discussion on generalists vs. specialists and the speed of innovation.