Get ready for disruption
Alectra Utilities Brand Strategy The combination of four large Ontario utilities into one was the first step in responding to the need...
Build a business school brand to win globally
The Rotman School of Management at the University of Toronto By most measures, the Rotman School of Management is the top business school...
Launch an iconic Canadian brand
Defining the new Canada Life. Great-West LifeCo has housed a portfolio of insurance companies - Great-West Life, London Life and Canada...
Wrestle with brand architecture
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...
Speak to the innovator in all of us
MaRS Brand Strategy and Architecture MaRS has always struggled with the gap between the value it helps create and the perception of that...
Create a name that creates a category
Koodo Mobile Naming In 2008 Telus knew it needed a sub-brand to help engage younger mobile consumers who were not interested in contracts...
Revitalize a tired brand
RTO/ERO Brand Strategy This remarkable organization quietly and doggedly helps 80,000 retired educators and members stay healthy, active...
Get away with a great pun
Scotiabank L'earn Visa card Anyone who knows me knows I can't resist a good pun. I can't even resist a bad one. So when asked to position...