Marketing & Media

Mar 15, 2010
Lions Gate Entertainment: Bulk Up or Go Lean?
Tony Wanless

Like other industries, the film business is changing because of the Internet. So what's a company to do to deal with it? If we need an illustration of the changing world of media we have to look no farther than the battle between the (vaguely) Vancouver-based film company Lions Gate Entertainment Corp. and activist investor Carl Icahn.

Mar 15, 2010
Four Tips for Facebook Marketing
Tommy Humphreys

With over 400 million users, Facebook has become more than just a place to connect with friends. It's also one of the most powerful marketing and advertising platforms ever built. Advertisers know that Facebook users are more engaged than your average channel-flipper: they're checking the site several times a day, and they're using it as their main platform for consuming and producing content.

Mar 11, 2010
Air Canada Wastes Branding Opportunity
David Allison

Air Canada reacted to my decrease in travel spending like a spurned lover. They downgraded me and took away my perks. For many years I was an Air Canada loyalist. It was a mutually beneficial relationship. I did everything I could...

Mar 3, 2010
Celebrity Endorsement's Dark Side
Steve Burgess

As falling stars pull down their brands, is another kind of celebrity endorsement in order? Hire a loser. Privileged as I am to be writing a column in this fine magazine, it’s not really enough. Other sources of income are required to sustain my lifestyle, which includes a heated room with a bed and a refrigeration device. So I offer myself now as a spokesperson for hire, ready and willing to endorse your company’s products and services.

Mar 1, 2010
Video: Portrait of a Chicken Dancer
J Bucher

At long last, the hotly anticipated video of LiWen shaking a leg (and a board) in front of a Church's Chicken, on Lougheed Highway in Burnaby. (Oh, and don't miss his profile.) LiWen is what they call a "shakerboarder" –...

Feb 26, 2010
Work With Us
Tommy Humphreys

Use calls-to-action to cash in on your website. Standing in a bookstore in New York's JFK Airport last November, I picked up Crush It!, Gary Vaynerchuk's personal-branding bible. I'll admit it: I judged this book by its black-and-green cover (as well as...

Feb 24, 2010
Pimp Yourself With Personal Sponsorships
David Allison

This space for rent: If you could sell advertising on your laptop, your car, your iPhone, would you? Whilst in the midst of the Olympic hoopla, it’s hard to miss that sponsorship fuels this global event. VANOC has sponsors, as does...

Feb 22, 2010
Disown the Podium
Tony Wanless

As Vancouver 2010's Own the Podium shows us, a bad slogan can do worse than just failing to inspire. It can put people off. Are you about up to here with all this Own the Podium blabber coming from the Canadian Olympic system? I was pretty dubious about this Canadian Olympic tagline long before the Games started. I am, of course, far more dubious now that it is unraveling before our eyes.

Feb 10, 2010
Olympic Lessons in Branding
David Allison

What the big branding brains assembling in Vancouver for the 2010 Games can teach us about marketing. Whether you are for or against the Olympics, it’s happening right now, all around us. Some of the most powerful and intelligent brand people in the world are working their spells on the residents of, and visitors to, Vancouver.

Feb 4, 2010
The Business Card: Your Best Brand Buddy
David Allison

You don't need a high-tech strategy to make an impression on potential clients – just a bit of creativity, and a business card. These days, while every company large and small races to get themselves suited up with iPhone apps, mobile marketing campaigns, Web 2.0 sites, blogs, Flickr Accounts, Vimeo and YouTube pages, Twitter feeds and so on – I’m tired just writing that list – it’s good to remember that a strong brand story can just as easily be communicated...

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