Branding
Captain High Liner gets a makeover
High Liner Foods revamps its iconic mascot as part of a brand refresh timed with a brewing ‘renaissance’ in the freezer aisle.
How Canadian Tire became Canada’s most admired brand
SVP Susan O’Brien reveals the strategy that saw the retailer top Leger’s annual survey.
Weston revamps Country Harvest
New bolder packaging aims to help the brand stand out on shelf by highlighting healthy heart ingredients.
Male grooming is booming
Brands, from global giants like L’Oreal to start-ups like Consonant, are marketing more to men. And it’s starting to pay off.
Genesis Motors shifts marketing into high gear
The Hyundai-owned, digital-first luxury brand aims to drive more sales by talking about what sets its cars apart.
Putting a new lens on smart glasses
Why North believes sleek styles and boutiques can help drive interest in a moribund tech product.
Laboratoire Suisse takes inspiration from Switzerland
With a new brand identity and platform, the Quebec natural health products company transitions into a masterbrand approach.
Folium Labs aims to address nutritional needs of cannabis users
The cannabis wellness company’s multivitamin is branded to reach “health-conscious and optimistic” users.
Videotron focuses on perks to launch Fizz
How the new low-cost mobile and internet provider is aiming to stand out in a crowded telco market.
Molson refreshes its labels under new masterbrand approach
The redesign aims to bring renewed focus to the brewer’s legacy and “premiumize” the category to compete with craft beer.
Muji colours outside the lines
Muji’s North American president on the retail strategy that’s helping the Japanese brand become a global phenomenon.
Keep your eyes on branding to soar above rivals
Keith Johnston, VP and research director at Forrester, on how to bring your brand to a new level.
How to tailor your strategy to Gen Z
Experts weigh in on how to target this growing group in 2019 and beyond.
MOY 2019: Jill Schoolenberg’s slam dunk
The GoDaddy VP transforms sports figurines and cozy pajamas into a long-term strategy for the Canadian market.
MOY 2019: Anne-Marie LaBerge takes BRP on a ride
The marketer is transforming the recreational vehicle company from product-driven to experience-led.
