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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

Irving Mainway, which runs convenience stores at petrol stations in Canada, faced a big challenge. It had to convince consumers who buy coffee at specialist coffee shops, that they could get a better brew at their local petrol station.

Case Study

In Canada, awareness of Nestlé’s Aero chocolate brand fell from 18% to 15% between 1999 and 2001. Its one point of difference was the bubbles it contained.

Case Study

The case starts in 2001, and the OLGC’s sports lottery franchise has hit $165.9 MM, its lowest yearly total since Pro•Line’s launch in 1992.

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

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.

Case Study

Some products are so revolutionary that they shoot to fame without advertising. Viagra falls into that category.

Case Study

This is the story about a bison named Morty and his friends. After becoming an advertising and business phenomenon in 1999 and 2000, they have sustained that success, helping MTS deliver significant bottom line results over 2001–2002.

Case Study

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