The Globe and Mail is reporting on the subject of naming rights in a series of 10 articles and managing partner, Bernie Colterman, has provided his perspective. How to maintain a legacy? Brand your buildings in perpetuity, all across Canada Perpetuity agreements are more common in commemorative namings where a sponsor or donor is recognized […]
Well, here it comes. Brand activism – the breakthrough concept in marketing management. This is clearly going to be a big opportunity for nonprofits and governments with major causes that are looking to partner with the private sector.
Historically, most brands have been marketed on their performance characteristics. “Our toothpaste is better than yours.” We’re better at “whitening teeth,” “preventing cavities,” or giving you “fresh breath.” Positioning is the name of the game in brand marketing. (more…)
Today companies need to be seen as more than just profit-driven. They need to be seen as leaders in their fields. One of the ways to do this is by being viewed as having an impact on our biggest societal problems or by making our world a better place in which to live, work and play. Simply talking about it isn’t good enough – companies need to demonstrate these brand values on a daily basis.
This is especially relevant for millennials who have high expectations for brands. Most would like brands to show concern for the communities they serve and the world we live in. And they speak with their wallet to those companies that share values similar to theirs. In fact, they even favour working for firms where they share the same values.
July 1 marks Canada’s 150th anniversary. For those readers of my blog who are not from Canada, the historical moment we commemorate is Confederation when a number of politicians in 1867 signed a document that bound a loose collection of provinces controlled by the British Empire into a somewhat vague and discontented unity.
To kick off another proud year of our marketing partnership with the Conference Board of Canada’s “Public Sector Social Media 2017”, I had the distinct pleasure of representing the Centre of Excellence for Public Sector Marketing and interviewing Dr. Satyamoorthy Kabilan, or “Kabi” as he is fondly referred to. True to his very busy schedule, […]
As I pointed out in my post a few years ago, one of the big questions discussed in the public sector, is should the government be run like a business? In addition, we have seen many examples of business people running for office suggesting that they can improve government by running it like a business. […]
According to experts, we now have 8 seconds to keep people’s attention span says Brian Thwaits, Brain Trainer, who delivered the Closing Keynote at MARCOM’s 19th annual conference on May 30-31, 2017 in Ottawa. MARCOM Annual Conference is produced by the Centre of Excellence for Public Sector Marketing as a means of helping to advance marketing and communications in […]
On May 30-31 we held our MARCOM Annual Conference (more on that in a future post) where I moderated a roundtable discussion on bots. I thought I’d share a few notes from my handout. Working Definitions (sometimes used interchangeably) Bot: A piece of software that is designed and created to automate the kinds of tasks we would usually do […]
This month we are featuring our upcoming MARCOM Annual Conference, why Facebook’s new features are important and will set the course for the entire digital eco-system; and Branding for Dollars – the importance of aligning your brand with your value proposition – what do you promise your end-users? Enjoy Marketing Today: April Edition
Last week, Facebook held its annual F8 conference where Mark Zuckerberg and team announce Facebook’s latest features and overall strategic focus. What Facebook invests time and resources in tends to set the course for the entire digital ecosystem. The gargantuan social network is about to hit 2 billion monthly users with hundreds of thousands of […]