Media & Publications

Retailing slogans as brand activators

A great brand is one thing. A great brand with activating power, delivering messages that keep you engaged and loyal, is the ultimate success formula.

Look at the Tim Hortons story. How much more do you need to hear about a brand that is now among the most recognized brands in Canada, right up there with Pepsi-Cola and Crest, all of them well in excess of 90% recognition among Canadian adults? The astonishment of the Tim Hortons story is the speed at which its brand fame caught up with Pepsi-Cola and Crest, surpassing other well-known brands like Sears and Haagen Dazs.

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