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place branding

Maple Belief: Celebrating 50 Years of Canada's Iconic Flag

Posted by Mark J. Miller on February 16, 2015 11:55 AM

Canada may have the image of being a fairly peaceful place (except perhaps in the corners of hockey rinks across the land), but there was a whole lot of discontent in the months leading up to the introduction of its current flag 50 years ago.

The nation’s former flag featured the British Union Jack and many did not want to lose it. When the current flag was voted to take that flag’s place in 1965, it was contentious and, as former Prime Minister Jean Chretien told CTV News, “Those who had voted for the flag got up to sing 'O Canada' and unfortunately they were booed."

There was even some decidely unCanadian pushing and shoving between members of Parliament after the vote. Now Canadians are falling overthemselves to honor the flag.Continue reading...

bc q&a

Reinventing Entertainment: 5 Questions with IMAX CEO Rich Gelfond

Posted by Dale Buss on February 12, 2015 01:12 PM

IMAX is changing even faster than Hollywood. The brand once known for its science museum documentaries in Canada featuring eye-popping visuals and ear-shattering explosions is now pushing the movie technology envelope and taking on a broader identity as it becomes a truly global brand.

It's introducing laser-based technology to enhance the way movies are shown, developing a home version of the IMAX experience and rapidly expanding in China, where movie-going has long been an important social and cultural event.

Rich Gelfond, IMAX's CEO for two decades, has led the company and brand through its technological and geographic evolution. brandchannel talked with Gelfond about how he's reshaping IMAX and what's ahead for the giant screen innovator, its global growth and the future of movies.Continue reading...

bc q&a

Customer-First Social Marketing: 5 Questions with Hootsuite's Ashley Jane Brookes

Posted by brandchannel on February 5, 2015 05:02 PM

Hootsuite map 560

Hootsuite is considered one of the most recognizable social brands in the world. The Vancouver-based brand’s success is based on building relationships and providing value to its 11 million social media practitioners around the globe, including 744 of the Fortune 1000 companies.

It’s also one of the most likeable brands—thanks, in part, to its mascot, Owly, which just launched its own online store.

As an early pioneer in the social space, Hootsuite now claims more than 6 million Twitter followers. In fact, Burson-Marsteller named Hootsuite as the Twitter account most followed by the NYSE-listed companies. 

Interbrand Canada Managing Director Carolyn Ray spoke with Ashley Jane Brookes, Hootsuite’s Director of Brand and Social, about how the company helps its customers—individuals, small businesses and global corporations—conquer the ongoing challenges associated with digital disruption, changing markets and launching a new business.Continue reading...

place branding

Toronto's Brand Rises with The Economist's Safe Cities Index Nod

Posted by Mark J. Miller on February 3, 2015 03:26 PM

Toronto has just found itself at the TOp of an impressive list: The Best Place to Live.

The Economist Intelligence Unit (EIU)'s 2015 Safe Cities Index anointed the Canadian city perched on Lake Ontario after weighing a variety of factors including safety, democracy, cost of living, business environment and global food security.

Toronto scored in the top 10 of all of them except for cost of living, where it ranked 70th. But it did well enough on all the rest to place first. Continue reading...

bc q&a

The Change Agent: 5 Questions With Algis Akstinas of WIND Mobile

Posted by brandchannel on January 30, 2015 03:25 PM

WIND Mobile

WIND Mobile is championing a new way of doing business in the Canadian wireless market, providing plans without term contracts or hidden fees and truly unlimited features. 

Carolyn Ray, Managing Director of Interbrand Canada, chatted with Algis Akstinas, the brand's Director of Marketing Products and Customer Base Management, at Advertising Week Canada to find out how WIND is creating experiences that are seamless and relevant for customers—a big theme in Interbrand's Best Global Brands this year.

"Wireless service is becoming more of a utility, an everyday essential service—everyone wants to be connected at any time of the day and they want it to simply work, they want value for the money they pay," says Akstinas.

"Being an everyday essential service means that wireless is becoming less of an emotional choice, but more of a rational one. We are differentiating ourselves by continuing to focus on what matters to the customer." Find out how in their Q&A, below.Continue reading...

in the spotlight

#FFWD2015 Day 4: Mobile Moxie, Native Ad Savvy and more

Posted by Shirley Brady on January 29, 2015 06:12 PM

Day 4 at Advertising Week Canada in Toronto today covered topics ranging from native advertising to delighting mobile consumers, including speakers from Microsoft, Google and comScore. Enjoy some takeaways from the sessions, below, and don't miss our coverage from days 1-3—and get more via #FFWD2015 and @InterbrandCDNContinue reading...

in the spotlight

#FFWD2015 Day 3: From Passionate Brands to Passionate Fans

Posted by Shirley Brady on January 28, 2015 06:14 PM

Day 3 at Advertising Week Canada in Toronto today covered topics ranging from brand-building in a customer-centric world to building engagement and passionate communities, with speakers from the NHL and Twitter. Below, enjoy some key takeaways from participants; don't miss our coverage from days one and two; and follow the action at #FFWD2015: Continue reading...

branded content

Tumblr Invites Brand Marketers to Create, Discover and Engage

Posted by Sheila Shayon on January 28, 2015 11:01 AM

Tumblr Travel Alberta

As Yahoo continues to test revenue models (and finally resolve its Alibaba stake), its Tumblr brand is becoming increasingly attractive as a messaging platform for marketers.

Yahoo is slowly delivering brand partners to help monetize, leverage and create engagement on Tumblr with ever more sophisticated resources for branded content and outreach.

Case in point: Tumblr's partnership with Canada's Travel Alberta, a provincial tourism program aimed at drawing American tourists north of the border to experience Banff and its other stunning sites.Continue reading...

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