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Top Canadian News Story 2015
Top Canadian News is the Election/Change of Government, Two Other Popular News Stories are the Syrian Refugees and the Economy
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Top International News Story 2015
Paris Terrorist Attacks and Syrian Refugee Crisis are Top International News Stories of 2015
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Three in Ten (31%) Canadians Will Set A New Year's Resolution, Yet Three Quarters (73%) Eventually Break Them
Nine in Ten (88%) Are Always Looking for Ways to Improve Overall Well-Being
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Top US News Story 2015
Top 2015 US Story is Donald Trump and Republican Primary Race, Followed by San Bernardino Shooting and ISIS or ISIL
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Nine in Ten (90%) Canadians Intend to Spend Same (53%) or Less (37%) on Holidays than One Year Ago
Two in Three (66%) Say their Debt Level is Unimproved from a Year Ago
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One in Ten (9%) Canadians Do Not Have Internet Access at Home
Relevance (49%) Trumps Cost (30%), As Main Reason for Canadians Not Subscribing to
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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.