Brand Blog
China Branding: One Belt, One Road and More
May 15, 2018
The president and founder of Brand Matters, Patricia McQuillan, a global branding expert, was invited by the government of the People’s Republic of China to Shanghai last May to speak at the first International Forum on Brand Development and to Xi’an, China May 11th as a keynote speaker at the first international Silk Road Brand Development… [read more]
Content Strategy: 5 Tips to Direct Your Brand
January 31, 2018
So you’re ready to re-vamp your content strategy to build your brand but where do you start? What are the current best practices in brand building through content strategy? In this article, we review leading edge content strategy tips and tactics to build your brand more effectively across social media platforms. We assume that you… [read more]
How to Benefit from Brand Disruption
November 17, 2017
I had the opportunity to attend a summit hosted by the Silicon Valley think-tank known as Singularity University, or SU. The theme of the conference was about the impact of exponential technology on society and the economy. This included two days of presentations by SU thinkers in a format similar to TED Talks. The following builds… [read more]
The CMO’s Guide to Brand Metrics
September 21, 2017
With marketers’ continued investment in digital and social media, CMOs need to pay close attention to brand metrics. This is particularly important when traditional marketing tactics are employed to ensure that your integrated (traditional, digital and social) marketing campaigns break through the clutter. With this blog, we share the most effective brand metrics to optimize your… [read more]
Digital Marketing Trends and the Importance of Brand
July 27, 2017
There are several digital marketing trends underway; some are new and some not so new; the headline is that marketers need to become more effective at content development and stay focused on their brand. Digital metrics can be misleading, look more closely at what digital measures indicate and whether they relate to business performance –… [read more]
4 Guidelines to Achieving Great Advertising Creative
April 19, 2017
The importance of starting with brand strategy The conversation with clients about how to get great creative often starts with the client asking something along the lines of “I want a brand and a great video that will be a social media viral success”. The conversation then quickly gets bogged down with executional details. The… [read more]
The Important Link Between Employees and Trust
February 21, 2017
Brand Matters was interviewed by Strategy magazine on the topic of Canadians’ perspective on leadership. This discussion was a build on the results of the annual Edelman Barometer indicating that trust in Canadian business leadership is slipping fast. The results of the 2018 Edelman Trust Barometer continues to amplify Canadians’ lagging trust in leadership and large institutions. “People’s… [read more]
Global Branding and Teamwork: Brand as a Bridge
November 15, 2016
As the founder of a Canadian branding company, Brand Matters, I am participating as a branding expert in a global branding project with the International Standards Organization (ISO). This standards project pertains to the challenging process of evaluating an intangible asset such as brand. The work involves bi-annual meetings and on-going committee work. A central… [read more]
Will Blockchain Unlock Brands and Business?
July 26, 2016
Don Tapscott, the bestselling author of Wikinomics: How Mass Collaboration Changes Everything, launched a book entitled The Blockchain Revolution – How Brilliant Technology is Changing Money, Business and the World. I went to hear him speak and what a philosopher he is; I now understand why his books sell so well. The premise of Don… [read more]
5 Steps to Making Data Insights More Actionable
March 31, 2016
I had the opportunity to attend the CMAInsights Conference last year. The conference theme was built around “how true insights express the best of data and marketing”. The following is a summary of key conference takeaways for marketers on how to leverage data and analytics in the development of successful marketing campaigns. An insightful case… [read more]