Branding Lessons from Prize Winning Canadian Campaigns 2011: Part III

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 III

Read the case studies for the 2011 CASSIES here

  1. Brand Linkage (when should the brand name appear).
  2. Awareness Alone.
  3. Share of Mind, Share of Voice, Spending.
  4. Media Learning.
  5. Pre-emptive Media.
  6. Reach and Frequency versus Large-Space Impact.
  7. Transcending Advertising.
  8. Internal Marketing.
  9. Changing the Target Audience.
  10. Longer and Broader Effects, and A Closing Thought.

Read Part I and Part II

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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