For strategy‘s brands of the year, we look for brands that have built a strong identity over time, thanks to smart business planning, clear vision and of course, brilliant marketing. We compiled a list that fits the criteria and asked industry experts to weigh in, eventually narrowing down to a select few.
This year was a little different. Some brands that normally thrive found themselves struggling, while others that previously went unnoticed pushed through the clutter and made themselves heard.
When times are tough, people look for distraction. It’s fitting, then, that three of our four brands of the year fit in the entertainment category – Toronto FC, Corus and The Hour‘s George Stroumboulopoulos. The fourth, perhaps equally fitting given the economic climate and its success in rising above it, is a financial institution, Desjardins.
Our overall winner, TFC, launched with a bang a few years back and, thanks to some crafty brand-building strategies, shows no signs of slowing down. Need proof? Simply go to a game and feel the energy in the air, or ride the Toronto subway an hour before game time and count the red jerseys – now that’s how you spread a brand message, old-school style.
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