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 […]

By Jennifer Evans, Marketing Futurist Content marketing is an interesting beast on the marketing landscape. On the one hand, branded content is not exactly new – 93% of marketers are using content marketing as a tactic this year, according to Brafton, and for a relatively new discipline that’s a huge adoption number. Marketers will say […]

By Darren Woolley, Founder, TrinityP3 One of the biggest challenges for marketers is how to embrace technology. As CMOs are seen to be bigger spenders on technology than their equivalent CIOs or CTOs, many marketers are struggling with the best approach to transforming their digital marketing to marketing in a digital age.

By Nick Thakkar, Director, Strategic Sourcing, MDC Partners Inc. I’ve had the great fortune to work with marketers and procurement practitioners in various capacities. My career started in consulting which gave me an “external” view of some great organizations specific to marketing and procurement and how those functions co-exist. Then I was in the industry, […]

By Jessica Yared, ACA Last week the ACA hosted a 3-hour executive forum on digital media transparency, verification and auditing, with an equal mix of marketers, agency and media folks in attendance. That players from all sides attended, illustrates just how important the topic is these days.

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.