All Hail The Courageous Brand

Tweet                   “Everyone’s a critic” is one of those phrases we all know. Lessor known, but perhaps more accurate, is the epiphany from Clint Eastwood’s Dirty Harry character “Opinions are like assholes. Everyone has one” If you want to see this reality, throw content into the feeding […]

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 […]

Brand Purpose, Simon Sinek and the state of Canadian brands

Tweet The business world is awash with debates and discussions about brand purpose. Who has it. Who appears to NOT have it. I don’t believe there is a more important discussion to be having as a marketer or brand leader. Like you, I spent much of the December holidays cramming in some reading (between trips […]

WestJet, Under Armour and Creating Challenger Content: The studio m Interview

Tweet 33,940, 574 views on YouTube Put differently, that’s almost one view for every man, woman and child in Canada. Beyond the views and Facebook comments, one corporate executive has estimated this single execution has generated over $120 million dollars in free media for the company Those kinda numbers become legend. The type of numbers […]

Are we solving problems or merely filling advertising-sized holes?

Agencies need to move at the speed of culture if we’re to remain relevant. What should we be looking at

Warning: Are you playing into your Competitors Hand?

Tweet It is incredible what fresh perspective on your strategy can bring to a problem. Sitting in a Strategy discussion earlier today an English colleague – they’re always English aren’t they? – leaned forward and asked this rather pointed question; “What do you think our competition wished we’d do?” Cheeky bastard. As strategy folks we […]

The missing ingredient in Tech Marketing: A human connection

Too often technology marketing lacks a human connection. That is a failure. You must connect emotionally to win.

Under Armour : The Challenger Brand tackling the Super Bowl

The Super Bowl is the greatest sporting event in the world. Its also a global stage for Challenger Under Armour

The definitive A-Z of Challenger Brands

Challenger brands are the future of solid brands. Here’s the definitive A-Z reference for why.