We are all aware of the hostile economic climate, with new tariff threats emerging. But what options exist as our southern neighbor becomes less inclined to import Canadian goods and services? The inter-provincial borders have been an effectual hindrance to trade...
Building a network is hard. It takes time. But, is it possible to speed up the process? We are working hard to establish a strong network in Vancouver and have chosen to treat ourselves as our own client. Practice what you preach. What advice would we give ourselves?...
Part 3/3 Own your Communication Concept; it’s an invaluable asset. Now we have reached the third and final part of “The Cookbook on How to Position a Brand to Make it Tastier*,” and it’s time to get the recipe for the base of the cake – the Communication Concept. If...
Part 2/3 Set the tone with a great name. We all know the names of our mobile phones, our soft drink favourites, our preferred coffee brand, or our trusted grocery store. But if you think of them individually, why do you remember them? Could Apple have started as Pear?...
Part 1/3 The Idea of Positioning. The term Positioning has been the foundation of the advertising industry for a long time — I would say it started in the 1950s and 60s. It was brought to a broader audience in the early 80s when Jack Trout and Al Ries launched the...
The best Brand Strategy requires the best answers. But, how do you get good answers? By asking good questions. The best Brand Strategy requires the best answers. But, how do you get good answers? By asking good questions. It may seem obvious: good answers come from...
