Tony Chapman, CEO of Capital C, says Canada is at sea when it comes to innovation and needs a plan for the future. Click here to see him featured in the Globe and Mail's Leading Thinkers series - discussing issues needing new ideas now.
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May 03, 2011
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Our head creative dude looks at thinking with an arsenal of insightful visualizations and doodles. - Gentry Underwood
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- SEED- Scientific Zeitgeist
Rudderless is fairly sharp terminology, I personally think most Canadian brands are doing great:
TD Bank, Lululemon, Blackberry, etc., have all made a strong switch from the "I am Canadian" mantra over to international stardom and have truly become hub brands with many imitators.
On the flip-side are the failing "international" Canadian brands such as Molson, Tim Horton's, Canadian Tire, Labatt.
My opinion is they're amazing brands, but extremist. They're not going to innovate because they push the "I am Canadian" mantra too far. Would Home Depot have a location in every US-style mega mall in Canada if it was named USA Depot while rocking a big Stars & Stripes flag out front? Why is it that Canadian brands feel a need to fall back to red colour schemes plastered with maple leaves? Wouldn't our brands be best served if positioned to evoke quality instead of blind loyalty? TD, LL, and BB have all done it. I don't drink Molson Canadian because I am Canadian, it's borderline insulting that they feel I'd be so easily swayed, just make a good beer and I'll drink it.
Posted by: Scott Luscombe | June 15, 2011 at 03:01 PM