The kinds of things we can do together

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Widespread announcements of the death of the Experience Brand have been wildly exaggerated. People are assuming that things like social distancing, facemasks and sanitizing will kill whatever branded experience they've been competing on. 

I believe not only is winning t...

In decades of professional life — through multiple recessions, crashes and crises, I have never seen such a tsunami of advice about how to win the future. All of a sudden every pundit has a handy tip-sheet of all the things you’ll need to master for what is definitely...

Gowling WLG

The 2016 combination of Gowlings in Canada and Wragge Lawrence Graham & Co. in the United Kingdom to form Gowling WLG demonstrates that like-minded firms can work together to give their clients an international alternative to the global mega-firm experience....

Alectra Utilities Brand Strategy 

The combination of four large Ontario utilities into one was the first step in responding to the need for consolidation in the electrical utility sector and the imperative to prepare for the coming disruption of the power category....

The Rotman School of Management at the University of Toronto

By most measures, the Rotman School of Management is the top business school in Canada and has a growing reputation internationally as a leading research school . But you can never stand still in the business...

Defining the new Canada Life. 

Great-West LifeCo has housed a portfolio of insurance companies - Great-West Life, London Life and Canada Life - each with venerable histories but without enough distinction to justify maintaining multiple brands. The strategic decision wa...

The Boundless Campaign for the University of Toronto

Today's donors need to know that what you do is going to help them achieve their goals for making a difference in the world. The University of Toronto goes right to the heart of what matters - by asking donors to be B...

Nature United: Positioning and Naming
Nature United – an affiliate of the Nature Conservancy - the world’s largest conservation organization – is consolidating its presence in Canada by amplifying, not duplicating existing conservation efforts. The Nature United partne...

Does your brand architecture make you easier or harder to figure out?

Let's face it: Brand architecture - how you present what you do to the world - can be a drag to deal with. It's often confused with organization structure (and power structure) and can make people ver...

MaRS Brand Strategy and Architecture 

MaRS has always struggled with the gap between the value it helps create and the perception of that value. As a globally significant centre for innovation, the incredible wealth of resources and networks available through the M...

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