Creating a clear and enduring brand

Abagail Vanmerlin of Brand Theory talks about why encapsulating the culture, values and long-range vision of a company is so important

Creating a clear and enduring brandAbagail Vanmerlin is owner at Brand Theory Inc. What is Brand Theory and what does it do? Vanmerlin: We are a full-service creative agency specializing in the strategic branding of mid-to-large business-to-business organizations. By full service, I mean that we offer a suite of brand deliverables which can be anything from interactive and responsive website…

How entrepreneurs can go from invisible to invincible

Francesca Moi of Empowering Events talks about building your following and being active and consistent on social media

How entrepreneurs can go from invisible to invincible Francesca Moi is CEO/director of Empowering Events. You describe yourself as the Meetup Queen. What does that mean and what do you do? Moi: Five years ago I wanted to grow my life-coaching business and I couldn’t find a way to get clients until I started a Meetup group and a Facebook group. Within three…

5 Highly Effective Local SEO Techniques For Franchises

As a franchisor, you may be struggling with the idea of using local SEO for multiple locations

5 Highly Effective Local SEO Techniques For FranchisesThe key to any franchise's success is marketing. When franchisor's use the top local SEO strategies, they increase their total sales significantly. As a franchisor, you may be struggling with the idea of using local SEO for multiple locations. After all, you want to show how your locations are connected without taking away their individual…

Investing in marketing and branding for startups

Lewk Schulze talks about building Axenic into a global marketing player and the company’s next steps – including expansion to Calgary

Investing in marketing and branding for startupsLewk Schulze is CEO and co-founder of Axenic. What is Axenic and what does it do? Schulze: I’ll try to be brief, as I could take up an entire chapter writing the story behind Axenic. Axenic is a global creative investment firm based in Los Angeles, Calif. I started the company when I was 18…

Striving for effective marketing, faster, with less spend

Tyler Chisholm talks about how Calgary-based clearmotive has built its business and why it has now expanded to Toronto

Striving for effective marketing, faster, with less spendTyler Chisholm is the CEO of clearmotive, a Calgary-based marketing firm that has expanded to Toronto.  What is clearmotive and what does it do? Chisholm: clearmotive is an independent marketing agency with offices in Calgary and Toronto. We’ve been around since 2008, servicing both large national brands and mid-market local companies. We’re made up of…

Helping cult-capable brands make their mark

Chris Kneeland of Cult Collective talks about working with clients to achieve heightened levels of brand relevance and customer adoration

Helping cult-capable brands make their markChris Kneeland is co-founder of Cult Collective. The company is based in Calgary, Alberta. What is Cult and what does it do? Kneeland: Cult is an audience engagement firm. That means we help brand leaders better connect with customers, prospects and staff in ways that significantly impact business performance, marketing return on investment and internal…

Staples Canada launches new digital platform on Shopify Plus

Staples Canada launches new digital platform on Shopify PlusRetailer Staples Canada has launched a new digital platform on Shopify Plus as the company continues its transformation to “The Working and Learning Company.” Shopify Plus will host the retailer’s core e-commerce platform at staples.ca. “We are excited to be working with Shopify Plus because the team shares our values of helping drive forward entrepreneurship…

Why brand awareness is a key part of complex marketing

Lisa Shepherd of The Mezzanine Group talks about the shifting awareness of the need for broader marketing tactics

Why brand awareness is a key part of complex marketingLisa Shepherd is founder of The Mezzanine Group. How are mid-market companies changing their view on the role of marketing and its impact on business? Shepherd: Companies are changing their views on exclusively focusing on lead generation as the sole outcome for all marketing activities. Historically, companies primarily saw the marketing function as distributing promotional…

The modern PR movement depends on influencer marketing

Rachel David of Hashtag Communications talks about how the marketing industry has evolved

The modern PR movement depends on influencer marketingRachel David is founder and CEO of Hashtag Communications. What is Hashtag Communications and what do you do? David: We are like a modern-day PR company. Companies like Google, Manulife, Best Buy, Sony, Bell, Huawei, you name it, they corporate brand and they call us. We act like an in-house consultancy for these brands and…

Hey, Google! Why is the food industry in trouble?

The rise of voice-activated searches throws the traditional food marketing model out the window

Hey, Google! Why is the food industry in trouble?Your voice will likely become food retailers’ and restaurants’ most significant focus over the next while. Voice searches are increasingly the norm. A recent study suggests that more than 20 per cent of all online restaurant searches in Canada are voice activated. To a lesser extent, grocery shopping is also done through these devices. Since…
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