Blog

by Howard Lichtman, Partner & Co-Founder, Ethnicity Multicultural Marketing + Advertising What is truly remarkable about Canadian marketers is that while corporations have made major efforts to understand “the Quebec connection”, and allocated the resources to reaching out to that market, they have not applied the same rationale, resources or process to ethnic consumers. One […]

Do your customers own your brand?

Not really, but they are increasingly more empowered to influence its destiny.

Do your shareholders own your brand?

Not really, but they can surely influence its value and market capitalization.

Do your agency partners own your brand?

No. They never did, but they certainly influence its success.

As a marketer, you may not personally own your brand but you and you alone must assume sole responsibility for its stewardship and success.

More than ever, clients must take 100 percent ownership of their brands. Sure, once upon a time, they could partner with a major agency that would help steward the brand. I started my career as a client. Our agency was Ogilvy and Mather. They helped us with everything from consumer research, package design, sales promotion, media buying and planning and of course advertising.

By ACA Staff The ACA recently published a report from a survey we conducted on purpose marketing, which explored the importance and success of this form of marketing according to Canadian marketers. Part of the Marketer’s Pulse report series, the survey polled 52 senior Canadian marketers representing a cross section of industry sectors and MarCom […]

I was recruited as a marketing assistant. I was the assistant to the assistant product manager. We helped the product manager research, write and defend marketing plans designed to sell more of our portfolio of products. We worked on frozen foods, Swanson and Pepperidge Farm Dessert brands.

Our focus was on selling product. We were measured on sales and market share gains. Perhaps we inherently knew we were building brands but that was not our focus. Our focus was on selling stuff. Brand value wasn’t discussed.

How the world has changed in the nearly 4 decades since. Lining my bookshelf today, next to the Campbell Soup mug, are some twenty-five books on brands. Over the course of my career product managers were replaced with brand managers.

By Theresa Treutler, President & CEO, TVB We invite you to be our guest at TunedIn 2014 on Thursday, April 3, 2014 at the Carlu to gain insight. Engage with industry thought leaders sharing the latest research, learning, and insights on how to grow brands in this multi-screen world. We’ve assembled a stellar line-up of […]

By Bob Reaume Ipsos Reid’s ‘Most Influential Brands in Canada’ ranking was released during this week’s Ad Week events and Canadian’s seem to be quite enamored with technology companies.