Branding Lessons from Prize Winning Canadian Campaigns: Part I

Each year I update these Crossover Notes, and it's that time again. As before, if you've read this cover note before, you can skip it. If not, it's worth a quick read.

My career started with a seven year sentence in brand management at Procter & Gamble. Then I clambered up the ladder at O&M, becoming President and later Vice Chairman, all of this in Toronto. Then I set up as a consultant.

P&G and O&M were passionate about “lessons learned”, and so was I. All the Cassies cases have great lessons in them, though at the pace we work today these lessons are not necessarily easy to find.

I was thinking about this as I was editing Cassies 1997, and I had the idea for Crossover Notes. They started as bite-sized footnotes pointing out lessons that “crossed over” from one case to another. Then, as time has gone by, they've evolved to what we have today.