A while back, I wrote a post titled WHAT DOES YOUR BRAND STAND FOR?, which looked at how brands have handled controversy and how that strategy affects brand perception. This looks at a similar and possibly bigger issue–what does your company stand for and how [...]
Yes, Canadians love their loyalty programs, to the point where big retail marketers likely feel that having one is a cost-of-entry marketing investment. Let’s look at two very different approaches to loyalty marketing in the grocery store segment: Loblaws’ PC Plus and Metro’s Air Miles. [...]
I've heard it said many times by marketing people, quietly–even sheepishly, "I'm not sure social media/search/programmatic/mobile/whatever digital really works that well for our brand/company/anyone." This takes some bravery because questioning the status quo thinking in any industry brands you as an idiot or a savant. [...]
I’ve learned the hard way that you should never build a marketing strategy that is dependent on something you cannot control, or at least cannot reliably predict. Here’s an interesting new business campaign from lg2, which currently bills itself as “one of Canada’s most internationally [...]
Today’s big breaking news in the marketing world is that the best marketing campaign ever is ending. Sort of. I certainly won’t be alone in saying that the Dos Equis beer brand’s ‘Stay Thirsty’ campaign, which will no longer include actor Jonathan Goldsmith as The [...]
The October 16th Globe & Mail Report on Business (online edition) carried an article titled “Beer giants’ merger comes as the industry tries to get its buzz back”. In it, and in the print version of the same story in the weekend edition following, Globe [...]
