Tag: Brand leadership


Maximizing Your ROI Through Authentic Storytelling

August 18th, 2022 | darrenmcalmont, Manager, Communications & Content, Association of Canadian Advertisers

The foundation of great marketing is storytelling and inclusivity is the heart of telling stories authentically. Telling authentic stories matter — now more than ever — because consumers are inundated daily with ads, but only few have lasting impressions.

Read More

Q&A: Richard Musson On The Foundations For A Strong Brand

May 11th, 2016 | Matthew Chung, Manager, Communications and Content

ACA course instructor Richard Musson is an experienced marketer with a solid track record of building brands in developing markets while at Anheuser-Busch InBev. ACA spoke with Musson to better understand the factors marketers need to consider when building a brand. ACA: How would you define the term “brand leadership” today? Has it changed with […]

Read More

Two types of MBA’s, but only one that matters

April 24th, 2014 | tonyatilia, Partner, Maxim Partners Inc.

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.

Read More