{"id":4944,"date":"2020-02-27T14:25:41","date_gmt":"2020-02-27T19:25:41","guid":{"rendered":"https:\/\/acaweb.ca\/en\/?p=4944"},"modified":"2020-02-27T14:25:48","modified_gmt":"2020-02-27T19:25:48","slug":"the-secret-sauce-to-creating-an-influential-brand","status":"publish","type":"post","link":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/","title":{"rendered":"The Secret Sauce to Creating an Influential Brand"},"content":{"rendered":"

\"The<\/p>\n

In a packed room of almost 400 marketers at The Globe and Mail Centre in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada<\/a> of 2019. <\/p>\n

\u201cThey are dominant, persuasive, important and prominent. They go beyond simply being a brand, as they possess the exceptional ability to connect with Canadian consumers,\u201d explained Levy of the brands that made the list. <\/p>\n

Now in its 9th year, Ipsos Most Influential Brands study was conducted in 16 countries and evaluated over 100 brands. A representative sample of almost 35,000 people worldwide were polled, with 6,000 of those being Canadian. <\/p>\n

Here are the top ten Most Influential Brands in Canada of 2019:<\/p>\n

#10 \u2013 VISA
\n#09 \u2013 Walmart
\n#08 \u2013 Samsung
\n#07 \u2013 Netflix
\n#06 \u2013 YouTube
\n#05 \u2013 Apple
\n#04 \u2013 Microsoft
\n#02 \u2013 Amazon + Facebook (tied)
\n#01 \u2013 Google<\/p>\n

But what exactly are the ingredients that go into making a brand influential? <\/p>\n

\"Dimensions<\/p>\n

Ipsos identifies five levers of influence: trustworthiness, engagement, being leading edge, corporate citizenship and presence. The \u2018secret sauce\u2019 is actually different for every brand, and while most brands don\u2019t rate for all five characteristics, they usually index heavily on at least two or three.<\/p>\n

No local Canadian brands made it into the global top ten this year, though there were seven in the top twenty. What are local Canadian brands lacking? While they have no shortage of trustworthiness, according to the study, they index low in being leading edge.<\/p>\n

But one local Canadian brand, PC Optimum, reached #12 on the list in just its first year, indexing high for engagement, trustworthiness and being leading edge<\/em>. Indeed, 39% of those polled indicated that the brand had changed the way they shop. <\/p>\n

\"Sign<\/p>\n

\u201cBrands that are successful at creating an impact in their customers\u2019 lives are those that are trustworthy and engaging. This is at the crux of what being named a \u2018most influential brand\u2019 is about, said Ron Lund, President & CEO of ACA.<\/p>\n

Another characteristic of the most influential brands is harmony across the generations. Brands must be able to speak to and appeal to Baby Boomers, Generation X-ers, Millennials and Generation Z-ers alike \u2013 no easy feat for any brand. But nine of the top 10 brands all possess generational harmony. Among local Canadian brands successful at this are Tim Hortons, Chapters Indigo and RBC.<\/p>\n

But what makes Google our country\u2019s most influential brand for the eighth year in a row? Firstly, the brand indexes highly on being leading edge, being trustworthy and having presence. But perhaps most striking is the fact that 40% of Canadians polled said that the brand introduced them to something they never knew they needed. What brand wouldn\u2019t want to be able to lay claim to that attribute?<\/p>\n

Levy ended his presentation by stating seven take-aways from the study:<\/p>\n

    \n
  1. Influential brands are worth more<\/li>\n
  2. Brands that provide assistance have an edge<\/li>\n
  3. Influential brands listen to their customers and encourage authentic dialogue<\/li>\n
  4. Privacy, in some respects, is taking a backseat to convenience<\/li>\n
  5. The current landscape is very complicated \u2013 everyone seems to be competing with each other<\/li>\n
  6. To be very influential, a brand needs to develop generational harmony<\/li>\n
  7. Brands must never forget the context within which they live<\/li>\n<\/ol>\n

    For more information on the study, read a summary of the results<\/a>. <\/p>\n","protected":false},"excerpt":{"rendered":"

    In a packed room of almost 400 marketers at The Globe and Mail Centre in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada<\/a> of 2019. <\/p>\n

    \u201cThey are dominant, persuasive, important and prominent. They go beyond simply being a brand, as they possess the exceptional ability to connect with Canadian consumers,\u201d explained Levy of the brands that made the list. <\/p>\n

    Now in its 9th year, Ipsos Most Influential Brands study was conducted in 16 countries and evaluated over 100 brands. A representative sample of almost 35,000 people worldwide were polled, with 6,000 of those being Canadian. <\/p>\n

    Here are the top ten Most Influential Brands in Canada of 2019:<\/p>\n","protected":false},"author":53,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[144],"tags":[849],"acf":[],"yoast_head":"\nThe Secret Sauce to Creating an Influential Brand | Association of Canadian Advertisers<\/title>\n<meta name=\"description\" content=\"In a packed room of almost 400 marketers in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada of 2019.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Secret Sauce to Creating an Influential Brand | Association of Canadian Advertisers\" \/>\n<meta property=\"og:description\" content=\"In a packed room of almost 400 marketers in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada of 2019.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/\" \/>\n<meta property=\"og:site_name\" content=\"Association of Canadian Advertisers\" \/>\n<meta property=\"article:published_time\" content=\"2020-02-27T19:25:41+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2020-02-27T19:25:48+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg\" \/>\n<meta name=\"author\" content=\"jessicayareden\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:site\" content=\"@ACA_tweets\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"jessicayareden\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/\"},\"author\":{\"name\":\"jessicayareden\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/b421252d6c98558a5f11cf2deed97007\"},\"headline\":\"The Secret Sauce to Creating an Influential Brand\",\"datePublished\":\"2020-02-27T19:25:41+00:00\",\"dateModified\":\"2020-02-27T19:25:48+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/\"},\"wordCount\":529,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg\",\"keywords\":[\"Most Influential Brands\"],\"articleSection\":[\"Brands\"],\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/\",\"url\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/\",\"name\":\"The Secret Sauce to Creating an Influential Brand | Association of Canadian Advertisers\",\"isPartOf\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg\",\"datePublished\":\"2020-02-27T19:25:41+00:00\",\"dateModified\":\"2020-02-27T19:25:48+00:00\",\"description\":\"In a packed room of almost 400 marketers in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada of 2019.\",\"breadcrumb\":{\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#breadcrumb\"},\"inLanguage\":\"en-CA\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#primaryimage\",\"url\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg\",\"contentUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg\",\"width\":300,\"height\":200,\"caption\":\"The full house at the Most Influential Brands event at the Globe and Mail Centre\"},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/acaweb.ca\/en\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"The Secret Sauce to Creating an Influential Brand\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/acaweb.ca\/en\/#website\",\"url\":\"https:\/\/acaweb.ca\/en\/\",\"name\":\"Association of Canadian Advertisers\",\"description\":\"Just another Association of Canadian Advertisers site\",\"publisher\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/acaweb.ca\/en\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-CA\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/acaweb.ca\/en\/#organization\",\"name\":\"Association of Canadian Advertisers\",\"url\":\"https:\/\/acaweb.ca\/en\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png\",\"contentUrl\":\"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png\",\"width\":682,\"height\":278,\"caption\":\"Association of Canadian Advertisers\"},\"image\":{\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/ACA_tweets\",\"https:\/\/ca.linkedin.com\/company\/association-of-canadian-advertisers\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/b421252d6c98558a5f11cf2deed97007\",\"name\":\"jessicayareden\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-CA\",\"@id\":\"https:\/\/acaweb.ca\/en\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e7c1c633df655c718906c146cce714a1?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e7c1c633df655c718906c146cce714a1?s=96&d=mm&r=g\",\"caption\":\"jessicayareden\"},\"description\":\"Digital Marketing Manager, ACA\",\"url\":\"https:\/\/acaweb.ca\/en\/author\/jessicayareden\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"The Secret Sauce to Creating an Influential Brand | Association of Canadian Advertisers","description":"In a packed room of almost 400 marketers in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada of 2019.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/","og_locale":"en_US","og_type":"article","og_title":"The Secret Sauce to Creating an Influential Brand | Association of Canadian Advertisers","og_description":"In a packed room of almost 400 marketers in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada of 2019.","og_url":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/","og_site_name":"Association of Canadian Advertisers","article_published_time":"2020-02-27T19:25:41+00:00","article_modified_time":"2020-02-27T19:25:48+00:00","og_image":[{"url":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg"}],"author":"jessicayareden","twitter_card":"summary_large_image","twitter_creator":"@ACA_tweets","twitter_site":"@ACA_tweets","twitter_misc":{"Written by":"jessicayareden","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#article","isPartOf":{"@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/"},"author":{"name":"jessicayareden","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/b421252d6c98558a5f11cf2deed97007"},"headline":"The Secret Sauce to Creating an Influential Brand","datePublished":"2020-02-27T19:25:41+00:00","dateModified":"2020-02-27T19:25:48+00:00","mainEntityOfPage":{"@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/"},"wordCount":529,"commentCount":0,"publisher":{"@id":"https:\/\/acaweb.ca\/en\/#organization"},"image":{"@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#primaryimage"},"thumbnailUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg","keywords":["Most Influential Brands"],"articleSection":["Brands"],"inLanguage":"en-CA","potentialAction":[{"@type":"CommentAction","name":"Comment","target":["https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#respond"]}]},{"@type":"WebPage","@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/","url":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/","name":"The Secret Sauce to Creating an Influential Brand | Association of Canadian Advertisers","isPartOf":{"@id":"https:\/\/acaweb.ca\/en\/#website"},"primaryImageOfPage":{"@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#primaryimage"},"image":{"@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#primaryimage"},"thumbnailUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg","datePublished":"2020-02-27T19:25:41+00:00","dateModified":"2020-02-27T19:25:48+00:00","description":"In a packed room of almost 400 marketers in Toronto this month, Steve Levy, COO at Ipsos, unveiled the Most Influential Brands in Canada of 2019.","breadcrumb":{"@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#breadcrumb"},"inLanguage":"en-CA","potentialAction":[{"@type":"ReadAction","target":["https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/"]}]},{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#primaryimage","url":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg","contentUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2020\/02\/crowd-shot-300x200-1.jpg","width":300,"height":200,"caption":"The full house at the Most Influential Brands event at the Globe and Mail Centre"},{"@type":"BreadcrumbList","@id":"https:\/\/acaweb.ca\/en\/2020\/the-secret-sauce-to-creating-an-influential-brand\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/acaweb.ca\/en\/"},{"@type":"ListItem","position":2,"name":"The Secret Sauce to Creating an Influential Brand"}]},{"@type":"WebSite","@id":"https:\/\/acaweb.ca\/en\/#website","url":"https:\/\/acaweb.ca\/en\/","name":"Association of Canadian Advertisers","description":"Just another Association of Canadian Advertisers site","publisher":{"@id":"https:\/\/acaweb.ca\/en\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/acaweb.ca\/en\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-CA"},{"@type":"Organization","@id":"https:\/\/acaweb.ca\/en\/#organization","name":"Association of Canadian Advertisers","url":"https:\/\/acaweb.ca\/en\/","logo":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/","url":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png","contentUrl":"https:\/\/acaweb.ca\/en\/wp-content\/uploads\/sites\/2\/2017\/10\/aca-logo.png","width":682,"height":278,"caption":"Association of Canadian Advertisers"},"image":{"@id":"https:\/\/acaweb.ca\/en\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/ACA_tweets","https:\/\/ca.linkedin.com\/company\/association-of-canadian-advertisers"]},{"@type":"Person","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/b421252d6c98558a5f11cf2deed97007","name":"jessicayareden","image":{"@type":"ImageObject","inLanguage":"en-CA","@id":"https:\/\/acaweb.ca\/en\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e7c1c633df655c718906c146cce714a1?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e7c1c633df655c718906c146cce714a1?s=96&d=mm&r=g","caption":"jessicayareden"},"description":"Digital Marketing Manager, ACA","url":"https:\/\/acaweb.ca\/en\/author\/jessicayareden\/"}]}},"_links":{"self":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts\/4944"}],"collection":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/users\/53"}],"replies":[{"embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/comments?post=4944"}],"version-history":[{"count":3,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts\/4944\/revisions"}],"predecessor-version":[{"id":4950,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/posts\/4944\/revisions\/4950"}],"wp:attachment":[{"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/media?parent=4944"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/categories?post=4944"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/acaweb.ca\/en\/wp-json\/wp\/v2\/tags?post=4944"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}