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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.
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What's Cool in the West Interview
In this interview with Roundhouse Radio, Ipsos' Michael Rodenburgh shares results of a new study on "What's Cool in the West".
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Canadians and their Views on Canadian Technology Innovation
A special report prepared for Global News
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Canadians and Ipsos Recognize Customer Service Excellence among Financial Services Sector
Ipsos Announces Winners of 2015 Best Banking Awards
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Canadian Voters say Managing Economy in Tough Times (76%), Fixing Healthcare (73%) and Creating Jobs (73%) are Absolutely Crucial Policy Planks for Parties to Address to Win their Vote
Tories Have Edge on Economy, NDP Leads on Healthcare,
but Creating Jobs Up for Grabs; Liberals Lead on No Policy Tested -
TrojanOne and Ipsos Announce Latest Round of Most Valuable Sponsorship Properties in Canada
Study Reveals Canadians Value What's Close to Home and Close to Heart