Archive for July, 2009


brand makeovers all the rage this year!

When you think of the word “Nike”, do you think of sports? Or perhaps you think of the words “fun” or “active”? Why is that? Well, Nike has—since the 1950s—successfully aligned its brand with its consumers.

How has Nike been able to stay fresh for over 50 years? Simple—they constantly re-invent themselves while staying true to their core values.

Today, many industries are realizing it’s important to redefine the brand’s appearance to remain competitive in the face of a growing global marketplace. Revamping a brand can be as small as a little identity botox or as extensive as neurosurgery, with the brand undergoing comprehensive shifts in image, culture, best practices and personality alignment for maximum desirability.

Facebook enjoys a regular nip and tuck, constantly revamping social network pages and services to reinvirgorate its relationship with existing users and attracting new members. Head and Shoulders recently underwent a major facelift to take its brand from a “dandruff-only shampoo” to a line of complex hair-care products. They stayed authentic to their brand, continuing to offer dandruff protection while attracting a wider demographic with new scents, conditioners, and other hair-care features.

While the core essence of the brand must remain true, its appearance must be both maintained and updated to sustain its relevancy and value, reflecting what is happening in the world today. Ask yourself, are you still wearing your high school hairstyle and clothes? Well? If your brand is—get a makeover, like now!


Be Inspired…

Need creative inspiration?

Our studio recently discovered this eclectic collage of artwork on the Behance Network.

Creative Network

Behance Network Home Page


Taking Ownership of the Toronto Brand…

During the current Canadian Union of Public Employees (CUPE) Local 416 strike, my Toronto neighbourhood came together to mow the lawn at Merrill Bridge Road Park. As a community, it was important to us that our children and dogs have a safe place to play and that we take pride in the appearance of our public space. It seemed innocent enough—neighbours coming together for a good cause and getting to know each other over a free BBQ.

“The city belongs to everybody, not just the striking workers. It belongs to the taxpayers,” said Christine MacLean, the organizer of the Merrill Bridge Road Park mowfest, Toronto Star, July 10, 2009. “We have to stop relying on the city to provide everything. The community has to take some kind of ownership and that’s what we’re doing.”

To our surprise, the press came out to publicize our actions and the President of CUPE Local 416 responded by calling us “SCABS”!

As the days pass into weeks during this strike, I am proud to be a Torontonian. Citizens are taking ownership of our city by actively mowing lawns, cleaning parks and streets, and going above and beyond for no pay and little recognition just to keep the Toronto brand great.

What are you doing to keep Toronto great during this strike?


Oh Canada….

There I am driving in Toronto, south on Yonge Street passing Eglinton, and I can hear police saying “….stand back from the door, stay in-line and off the road…” and I wondered what the heck was going on?! I later learned how the Mandarin brand was celebrating Canada Day! Check this out and let us know if you experienced any great Canada Day brand initiatives?

The Mandarin offered an All-You-Can-Eat FREE buffet to celebrate Canada Day between 12 pm to 8:30 pm for anyone who provided proof of Canadian citizenship at any of their 21 Ontario outlets. Mandarin fans started lining-up at 1 am and by noon over 800 Canadians were lined-up around the block at the Mandarin Yonge/Eglinton location which seats 250 guests. The crowds waited over 3-hours in-line and restaurants were forced to bring in extra food and staff to accommodate the growing throng of people.

“Co-founder James Chiu, 61, got the 21 Ontario outlets to celebrate Mandarin’s 30th anniversary and to thank Canada for their success by offering free meals. ‘We are very grateful,’ said Chiu, who emigrated from Taiwan with his family in 1964, became a Canadian citizen five years later and opened his first restaurant in Brampton in 1979. Chiu estimated the event would provide more than 30,000 meals, costing about $500,000.”

Packet & Times Article

Metro News


James Chiu, centre, President of Mandarin, and other staff members hand out spring rolls to some of the hundreds of people that lined up outside the Yonge/Eglinton restaurant. Image: Avid Cooper/Torstar News Service