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4 Tips for Addressing Current Events in Your Next Marketing Campaign

Think back to how you felt when the pandemic started shutting down your city, your province or state, your country and then the world. People were scared and millions were being thrust into unfamiliar, isolating situations. Businesses and other organizations were scared too—suddenly marketing campaigns felt irrelevant, and selling and promoting felt disingenuous. That’s [...]

2021-08-31T12:17:22-06:00December 9th, 2020|Our Thinking|

Taking a Page Out of Our Own Book (Literally!): Competing with Someone We Admire

In marketing, the most effective way to create distance from your competition is to set your sights on a “competitor” in a completely different industry. The goal here is to find a new source of inspiration and a new standard of innovation to which you can aspire, rather than slipping into a me-too mindset [...]

2021-08-31T12:17:24-06:00May 28th, 2020|Our Thinking|

Study: Building a Lasting Brand for Event Recall Year After Year

The United Way GenNext Summit is an annual, one-day development and networking conference organized by the United Way. Held in cities across the country, the GenNext Summit is an opportunity for Canada’s next generation of leaders to gather, listen, discuss, challenge and be inspired.   In Winnipeg, the GenNext Summit brings together over 300 [...]

2022-06-29T17:20:37-06:00October 30th, 2019|Case Studies|

Study: How Do You Give Fresh Life to a Brand Without Overhauling It?

Kensington Homes has been in Winnipeg since 1972. They have an established brand with a reputation for caring about homeowners. One of their strongest marketing assets is positive word-of-mouth—a good referral is important in any industry, but is especially so in the real estate industry where customers are often making the largest investment of [...]

2022-06-29T17:23:57-06:00August 3rd, 2019|Case Studies|

Study: Define a Company’s Brand by Telling Its Story

The general public often has pre-conceived notions about insurance companies. That view is one that is highly corporate and inflexible. Ask the average person their thoughts on the insurance industry in general and the answer is frequently a recount of a frustrating previous experience.    Johnston Group, however, is a different kind of insurance company. Yet, their branding reflected the industry in general rather than what makes them different, which is that they are [...]

2022-06-29T17:45:45-06:00June 6th, 2019|Case Studies|

Study: Can a Field of Practice Also be a Brand?

The Canadian Kinesiology Alliance (CKA) is a non-profit corporation that advocates and promotes the advancement of the profession of kinesiology in Canada. It is the unifying voice for kinesiology in Canada and represents nine provincial kinesiology associations and over 4,000 affiliated Kinesiologists. Their goal is to push the science of kinesiology forward.   Understanding the Challenge As [...]

2022-06-29T17:34:11-06:00May 28th, 2019|Case Studies|
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