Leading brands know who they are, and more importantly who they ARE NOT. They are conscious of what matches their style and resonates with their audience. They find authenticity in the space that they occupy. Westjet is one of those brands. Westjet has been doing the Christmas miracle since 2012, an annual feel good campaign of sorts, that spreads good cheer in their … [Read more...]
2014 Top 10 Marketing Wall of Fame & Wall of Shame
I was inspired to pull some thoughts together on this when I was approached by a producer at CBC TV to add a Vancouver spin to a national "Marketing Fails 2014" piece they were airing by Dianne Buckner. If you'd like to view that segment, which aired Dec 29, 2014 you can link to it here. CBC Vancouver Marketing Fails 2014: Rene Filiponne interviews marketing strategist, … [Read more...]
Branding with emotion and giving presence this holiday season
Two much-loved global brands (with Canadian roots), Westjet and Lululemon, take the spirit of the season awards this week for marketing initiatives that stand out in a month traditionally fueled with excess and consumption madness. Hot on the heels of Black Friday and Cyber Monday comes Lululemon’s holiday campaign “Give presence,” as well as the third in a trilogy from … [Read more...]
Getting Rouged
Whenever the marketplace coins a term for a negative experience that is your brand name, you have a big marketing problem. And that's exactly what Air Canada experienced when their discount brand Rouge flights began service out of Vancouver last week. Launched with great fanfare and expectations of success last July 2013, Rouge, a discount brand within the Air Canada … [Read more...]
Westjet Marketing Magic
By now many of you have likely viewed the “Westjet Christmas Miracle” video that has gone viral since being posted last Sunday evening. It paints a charming tale of how the airline cleverly created Christmas magic by greeting customers at the Calgary luggage carousel with individually wrapped gifts matching their Christmas wish expressed only hours before in the Toronto … [Read more...]
