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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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The `Perils' of Perceptions: Canadians May Not Know Canada As Well As they Think They Do
Estimates of Percentage of Wealth the 1% Hold, Number of Immigrants and Atheists in Canada Radically Out of Step with Reality
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A Majority (59%) of Canadians Prefer to Receive a Charitable Gift over a Traditional Gift
Three Quarters (73%) of Canadians Like the Convenience of Buying Gifts Online
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Over Half (55%) of Online Canadians Use Their Mobile Device to Comparison Shop While In-Store
New Ipsos Study Reveals are Increasingly Comfortable With Making Purchases on Their Mobile Device
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In Wake of Paris Terror Attacks, Six in Ten (60%) Canadians Oppose Government's Plan to Settle 25,000 Refugees by End of Year
Two in Three (68%) Support Participation of Canadian Forces Fighter Jets Against ISIS in Iraq and Syria
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Just 22% of Canadians Aged 55 to 75 Believe Public Pension Plans Will Provide Them with Adequate Retirement Income; Majority (58%) Worries They've Outlive Their Savings
Six in Ten (61%) Canadians Confess They Don't Know Much About Annuities; Small Quiz about Annuities Confirms Canadians Have a Gap in Knowledge
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Eight in Ten Canadians Believe Employers Responsible for Supporting Their Health
One in Three (35%) Report Productivity at Work Has Been Negatively Affected by their Physical or Mental Health
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Red Wave Lifts Ontario Liberals (44%) over PCs (31%) and NDP (20%) on Provincial Vote, But Undercurrent for Change Strong
Seven in Ten (70%) Think it's Time for Another Party to Take Over, Similar Sentiment Measured in Federal Election