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David Allison

Recent Posts on BCBusiness - Page 3

Mar 24, 2010
On the VAG and Brand-building

Architecture is a language that can help or hinder your brand, depending on how you use it. One of the most visible and public ways for an organization to make a statement about their brand is through their building. Architecture is an elegant and very dynamic language that can help or hinder your brand, depending on how you use it. Interiors can also speak volumes about who you are and what you stand for.

Mar 11, 2010
Air Canada Wastes Branding Opportunity

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...

Feb 24, 2010
Pimp Yourself With Personal Sponsorships

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 17, 2010
Get Your Charity On, Vancouver

All businesses should support community organizations. But not everyone, it seems, got the memo. I hope you'll indulge a rant about corporate social responsibility. The basic idea is this: the slackers are dragging us down. Pick a category: arts, sports, education, diseases, social...

Feb 10, 2010
Olympic Lessons in Branding

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

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...

Feb 3, 2010
Your Logo Here

(More: Vancouver 2010: The Business of the Games.) In this consumerist society of ours, it’s impossible to escape the overwhelming presence of logos. Their ubiquity forms a sort of wallpaper, with countless brands plastered across the daily landscape competing for our attention. A good logo not only stands apart from that crowd;...

Jan 27, 2010
A Social Media Backlash?

Now that social media is gaining wide acceptance, are the dark clouds of a backlash gathering? There is a pattern that societal changes seem to follow. Early adopters rush in, others gradually follow, and eventually widespread acceptance is the new norm. The change is either then accepted and we move on, or there is a revolt. I think we’ve hit widespread acceptance of social media. Will we revolt or adapt and move on?

Jan 14, 2010
Q&A with Aritzia's Sally Parrott

Behind the curtain with Sally Parrott, Aritzia's senior director of marketing. In a recent Twitter poll of my followers, Aritzia emerged as one of the best-loved and best-managed brands in the Vancouver area. Sally Parrott is the senior director of marketing there, and has agreed to take us behind the scenes and talk to us about the branding and marketing efforts of this home-grown success story.

Jan 6, 2010
Ten Marketing Resolutions for 2010

These ten resolutions are a distillation of the lessons I’ve learned in 2009 that I want to bring forward into 2010. I’m sharing them because they are universal, and apply to any company; it doesn’t matter if your company sells real estate or potato chips or environmental consulting services. 1. Stop thinking about social media marketing as a separate thing and start thinking about all-inclusive marketing. Let’s get over it and get on with it.

Dec 23, 2009
Video: Old People and Kinky Sex

Branding expert David Allison critiques five TV spots from the celebrated ad man Chris Staples. CHRIS STAPLES is a master at making simple stories about a brand – and making you laugh as you watch them. That’s hard to do, but he’s been doing it for a very long time, and at a consistently high level of quality

Dec 23, 2009
Fluevog Marketing Director Bares Sole

In conversation with Stephen Bailey about the underpinnings of the brand's marketing. A few weeks ago I ran a Twitter poll (follow me at @BAdavid) and asked my followers what Vancouver-based brands were rocking it. John Fluevog Shoes was one of...

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