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The Most Influential Brands in Canada, 2021
While Google is everyone’s Most Influential Brand in Canada, this year’s report identifies some differences across generations.
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Lonely, Alienated and Young
Previously it was elderly people who were most likely to feel lonely and would face the health risks associated with this, but now the young are most likely to be lonely. We explore why.
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Capturing Cool in Western Canada
Cool is the mecca of brand identity and any brand strategist knows it, however, the process of gaining and maintaining `coolness' is no easy feat. Many brands have tried and failed to adopt this elusive characteristic, resulting in a tarnished reputation that can outlive the brand's life itself. Recently, I presented research specifically conducted for the BC Marketing & Advertising industry on "What's Cool in the West". The presentation examined not only what is considered cool in Western Canada, but also, what brands can do in order to be cool. Findings showed that the perception of what's cool has changed, and while the pursuit of achieving this enviable status is oftentimes challenging, the endeavor can be simplified by some easy steps.