Brand Blog

The CMO’s Guide to Brand Metrics

September 21, 2017

With marketers’ continued investment in digital and social media, CMOs need to pay close attention to brand metrics. This is particularly important when traditional marketing tactics are employed to ensure that your integrated (traditional, digital and social) marketing campaigns  break through the clutter. With this blog, we share the most effective brand metrics to optimize your… [read more]

Top 4 Digital Marketing Trends and the Importance of Brand

July 27, 2017

  1. Invest in Thought Leadership. There is a lot more at stake with large price point purchases resulting in more fear in the decision-making process. A leading social network provider, LinkedIn, recently conducted a survey to learn more about the B2B buying process revealing a few surprises and reinforcing the importance of the sales… [read more]

4 Guidelines to Achieving Great Advertising Creative

April 19, 2017

The importance of starting with brand strategy The conversation with clients about how to get great creative often starts with the client asking something along the lines of “I want a brand and a great video that will be a social media viral success”. The conversation then quickly gets bogged down with executional details. The… [read more]

The Important Link Between Employees and Trust

February 21, 2017

Brand Matters was recently interviewed by Strategy magazine on the topic of Canadians’ perspective on leadership. This discussion was a build on the results of the 2017 Edelman Barometer indicating that trust in Canadian business leadership is slipping fast.   The Edelman study points out that “for the first time since Edelman started tracking the general population, Canada… [read more]

Global Branding and Teamwork: Brand as a Bridge

November 15, 2016

As the founder of a Canadian branding company, Brand Matters, I am participating as a branding expert in a global branding project with the International Standards Organization (ISO). This standards project pertains to the challenging process of evaluating an intangible asset such as brand. The work involves bi-annual meetings and on-going committee work. A central… [read more]

Will Blockchain Unlock Brands and Business?

July 26, 2016

Don Tapscott, the bestselling author of Wikinomics: How Mass Collaboration Changes Everything, launched a new book entitled The Blockchain Revolution – How Brilliant Technology is Changing Money, Business and the World. I went to hear him speak and what a philosopher he is; I now understand why his books sell so well. The premise of… [read more]

5 Steps to Making Data Insights More Actionable

Digital Marketing

March 31, 2016

I had the opportunity to attend the CMAInsights Conference earlier this month. The conference theme was built around “how true insights express the best of data and marketing”. The following is a summary of key conference takeaways for marketers on how to leverage data and analytics in the development of successful marketing campaigns. An insightful… [read more]

METEORIC CHANGE IN MARKETING

January 31, 2016

Marketing is being remade before our eyes – or is it? I had the opportunity of attending a CMA Executive Breakfast earlier this month with a discussion led by an IBM executive on the topic of “Marketing’s Accountability in Corporate, Company and Brand Vision”. It sounds like a mouthful and it was! There were several… [read more]

The Fundamentals of Brand Management: Marketing Planning

November 9, 2015

I had the privilege of developing and delivering a seminar on the “Fundamentals of Brand Management” for the University of Toronto earlier this fall. It was challenging to condense 25 years of brand management and marketing experience into a two-hour seminar. I decided that sharing key milestones in my career and how to develop a… [read more]

6 Branding Tips for Canadian Associations

August 17, 2015

“There’s something happening out there.”   Our agency has been bombarded with branding project requests from Canadian associations over the past 6 months – a phenomenon we’ve never seen from a single sector in our 15 years’ experience. With this blog we assemble our observations and advice for Canadian associations. Did you know that there are… [read more]

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ABOUT THIS BLOG

In the digital economy, every customer interaction can represent a branding and business growth opportunity. Learn more through Brand Matters’ Brand Blog based on our branding experts’ interface with Canadian marketing leaders.

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