Advertising

In the third week of June those involved in the advertising industry turn their attention to the south of France and Cannes. This year, the level of creativity cannot be argued - from a beer company selling "Brewtroleum" in Australia to an American outdoor retailer eschewing Black Friday and shuttering its doors as they urge their customers to #OptOutside. This year's Grand Prix Creative Effectiveness winner for John Lewis and adam & eve DDB, Monty the Penguin, has us all dreaming of Christmas.

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.

In this interview with Roundhouse Radio, Ipsos' Michael Rodenburgh shares results of a new study on "What's Cool in the West".

by Ross Hugessen

by Ross Hugessen

by Michael Rodenburgh

by Ross Hugessen

by Leah McTiernan

by Michael Rodenburgh