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Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2013.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Article

This article presents lessons of how best to approach branding and advertising in Canada, updated for 2012.

Case Study

Familiprix is a chain of pharmacies in Quebec, Canada. With this campaign, the firm highlighted the fact that its pharmacists provide an attentive ear and personal advice about health worries; its aim was two-fold, with Familiprix wanting to build sales and attract new franchisees.

Article

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.

Article

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.

Article

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.

Article

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.

Opinion

I was recently reminded at a speaking engagement in Slovenia that success is a dangerous thing in many ways.

Case Study

Shoppers Drug Mart wanted to enroll more customers in its Optimum loyalty program. It gave its membership card a makeover and mailed the information about the program to select households, highlighting how consumers could win their own makeover, worth $5,000.

Article

In this article, Peter Field analyses a mass of case studies from around the world to discover how brands with a smaller share of voice have managed to make inroads in the markets of their bigger competitors.

Case Study

In 2002, a war was brewing in Quebec’s pharmacy industry. Loblaws, Wal-Mart, and Zellers were beginning to penetrate the market, and all the industry players were preparing a counter-attack.

Case Study

This paper describes the 2002/3 advertising launch of Yoplait yoghurt in Canada. The growing diet segment was identified as having potential but was monopolised by Silhouette with 94% Quebec share.

Case Study

Labatt launched Boomerang in Quebec in 1998 and created a new segment. A year later, Molson jumped in with Tornade, followed by Smirnoff, Bacardi and Mike's Hard Lemonade.

Case Study

In 2001, Canada's leading wine marketing company, Vincor Inc., introduced a wine targeting the younger wine consumer.

Case Study

Familiprix had been positioned as ‘pharmacy owners who know health issues and are close by’. The health positioning reflected a product mix that skewed 70% to healthrelated products, compared to 30% for the competition.

Case Study

For its 200 campaign, the United Way faced a troubling problem: Compassion Fatigue. The question was how to deliver a “give more” message, from an organization with an impersonal image, without fuelling cynicism about where the money goes.

Case Study

MINI needed to be very carefully positioned in Canada. It faced a wide range of competitors, including Honda Civic, VW Golf, Toyota Celica, Subaru Impreza, Chrysler PT Cruiser, VW Beetle, and Acura RSX.

Case Study

SICO Inc. is the largest paint manufacturer in Canada.

Case Study

The objective of the program was to reduce annual car thefts by 10%. But how to communicate the story? Talking to the public seemed too passive.