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 to make your advertising more effective

Good advertising works to capture attention, elicit emotion and get responses, but most advertisers don't know how to go about achieving those goals

How to make your advertising more effectiveAdvertising can stimulate desire. Not that any advertising I ever participated in when I was single resulted in crowds of female admirers. However, working in the health food industry, I would often strive to create in my customers a desire for better health. My ads would try to kindle a response that would generate traffic…

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…

Do you know the rules and goals of the game of business?

Unless you have a clear idea how to accomplish your goals, and what the goals are, you might just be chasing elusive dollars

Do you know the rules and goals of the game of business?Emily hit the golf ball and started running. Swinging her club mid-stride, she repeatedly hit the ball and kept sprinting toward the first hole. Our yelling and laughter confused her and finally she stopped. “What are you yelling about?” she turned to us defiantly. “You told me that the goal was to get the golf…

The great protein war pits chain against chain

The great protein war pits chain against chainThe great protein war is heating up as several major restaurant chains embrace the plant-based movement while others firmly position themselves as guardians of the mighty meat-eater. It’s getting hard to keep track. A&W, Canada’s first Beyond Meat ambassador, started it all a little over 12 months ago with its surprisingly successful campaign. Since then,…

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…

Loud and proud about disrupting the sexual health industry

Joey Pomerleau talks about the unusual business model he adopted to allow Wednesday Co. to service communities that have been overlooked

Loud and proud about disrupting the sexual health industryJoey Pomerleau is founder and CEO of Wednesday Co. What is Wednesday Co. and what does it do? Pomerleau: At its core, Wednesday Co. is a subscription condom company. We deliver condoms every month to your doorstep. You set it and forget it, then it’s there when you need it. In the greater scheme, Wednesday…

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…

Beyond Meat should look beyond meat

Beyond Meat’s fixation on replicating the taste and texture of natural products like beef has become the company’s greatest weakness

Beyond Meat should look beyond meatBeyond Meat lost almost $10 million in its second quarter, but it beat expectations on revenues. Regardless, Beyond Meat is now worth US$14 billion U.S. and is Wall Street’s best-performing initial public offering (IPO) so far this year. But it does face challenges. Beyond Meat’s stock price has increased by more than 800 per cent…
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