Gold Medal Performance: Under Armour at the Sochi Olympics

Tweet Few things unite Canadians like a sale at Canadian Tire, an election for Toronto’s new mayor or the opportunity, sorry Northern Europe and US readers, to remind the world that we are the greatest hockey playing nation on the planet. And there is no bigger stage than the Winter Olympics to prove that. But […]

Lessons From The Best Challenger Brand Advertising Of All Time

Tweet I have a real emotional attachment to Challenger brands. The brands that look squarely in the eyes of the incumbents, the Goliaths of a category, and say “There is a better way and here it is”. I just love that focus, that chutzpah, that sense of purpose. While Challenger brands can manifest their purpose […]

The rot that is eating your brand from the inside

Tweet Regular readers of this blog will know how passionately I feel about the business of brand building. And how building brands is more than an exercise in communications, distribution, pricing and doing some bemusing stuff in social media. Its about culture too. The strongest brands have a clear purpose and direction. A unifying call […]