Brand salience is defined as your brand popping into the consumer's mind when a purchase decision happens. It's not about whether consumers know you exist. It's about whether they think of you when it's time to buy.
I've witnessed several brand changes throughout my career, some successful, others less so. The difference between the two often comes down to how well the brand managed the transition while maintaining the trust and loyalty it had worked so hard to build.
After 25 years in marketing, it continues to surprise me how many companies operate with an unclear or outdated view of their competitive landscape.
Photo credit: Andrea Piacquadio It's a pretty common scenario - sitting at our desks, scrolling through social media, checking emails or the latest news, instead [...]
Have you ever left the office feeling tired, yet unsatisfied with what you achieved that day? Have you asked yourself the question "Why haven't I [...]
The demand for ecommerce specialists soared during the COVID-pandemic. As the transition to ecommerce needed to be accelerated, companies went on a hiring spree. Many [...]
Here is a scenario many of you can relate to: you're fresh out of university and ready to start your Marketing career. You research industries [...]
During the COVID-19 pandemic the need to sell online has become necessity for many brands. Although the end of the pandemic will re-establish a balance between online in-person shopping, eCommerce has gained the attention it deserved and became a major selling channel.
Time management has become THE challenge of our generation. We are busier than ever; so much so that "being busy" is a modern-day status symbol. [...]
In May 2020, eCommerce platform Shopify became Canada's most valuable company. Regardless of the company's ability to maintain its top position, the unexpected change [...]
