Branding Lessons from Prize Winning Canadian Campaigns 2011: Part II

This article presents lessons of how best to approach branding and advertising in Canada. This includes examples from the CASSIES case studies - Canadian Advertising Success Stories - over the years and how lessons cross over from one case to another.

Branding Lessons from Prize Winning Canadian Campaigns: Part II

Read the case studies for the 2011 CASSIES here

  1. Immediate vs. Long-Term Effect.
  2. Refreshing a continuing campaign.
  3. Baby with the Bathwater.
  4. When a campaign stumbles.
  5. Turning a liability into a strength.
  6. Keeping it Simple.
  7. Great minds think alike.
  8. Emotional versus Rational.
  9. Likeability.
  10. Humour in a Serious Category.
  11. Problem versus Solution.
  12. Tough Topics.

Read Part I and Part III

Or read the complete notes here.


1. Cassies uses “advertising” in its broad sense. It not only stands for advertising through broadcast, print, out of home etc. Where...

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