Helping cult-capable brands make their mark

Chris Kneeland of Cult Collective talks about working with clients to achieve heightened levels of brand relevance and customer adoration

Helping cult-capable brands make their markChris Kneeland is co-founder of Cult Collective. The company is based in Calgary, Alberta. What is Cult and what does it do? Kneeland: Cult is an audience engagement firm. That means we help brand leaders better connect with customers, prospects and staff in ways that significantly impact business performance, marketing return on investment and internal…

Staples Canada launches new digital platform on Shopify Plus

Staples Canada launches new digital platform on Shopify PlusRetailer Staples Canada has launched a new digital platform on Shopify Plus as the company continues its transformation to “The Working and Learning Company.” Shopify Plus will host the retailer’s core e-commerce platform at staples.ca. “We are excited to be working with Shopify Plus because the team shares our values of helping drive forward entrepreneurship…

Why brand awareness is a key part of complex marketing

Lisa Shepherd of The Mezzanine Group talks about the shifting awareness of the need for broader marketing tactics

Why brand awareness is a key part of complex marketingLisa Shepherd is founder of The Mezzanine Group. How are mid-market companies changing their view on the role of marketing and its impact on business? Shepherd: Companies are changing their views on exclusively focusing on lead generation as the sole outcome for all marketing activities. Historically, companies primarily saw the marketing function as distributing promotional…

The modern PR movement depends on influencer marketing

Rachel David of Hashtag Communications talks about how the marketing industry has evolved

The modern PR movement depends on influencer marketingRachel David is founder and CEO of Hashtag Communications. What is Hashtag Communications and what do you do? David: We are like a modern-day PR company. Companies like Google, Manulife, Best Buy, Sony, Bell, Huawei, you name it, they corporate brand and they call us. We act like an in-house consultancy for these brands and…

Hey, Google! Why is the food industry in trouble?

The rise of voice-activated searches throws the traditional food marketing model out the window

Hey, Google! Why is the food industry in trouble?Your voice will likely become food retailers’ and restaurants’ most significant focus over the next while. Voice searches are increasingly the norm. A recent study suggests that more than 20 per cent of all online restaurant searches in Canada are voice activated. To a lesser extent, grocery shopping is also done through these devices. Since…

Why social media is a marketing natural

Elle Campbell of Elle Connects talks about connecting with your target audience where they’re already hanging out

Why social media is a marketing naturalElle Campbell is a marketer, social media strategist, brand storyteller, and owner and chief operator of Elle Connects. Tell me a little about your background and what you do now? Campbell: With my content marketing business Elle Connects, I help brands and businesses tell their brand story and connect with their customers through content creation…

Putting the marketing client and their reason for being first

Randy Milanovic of Kayak Online Marketing talks about entering partnerships with clients to achieve mutual growth

Putting the marketing client and their reason for being firstRandy Milanovic is CEO of Kayak Online Marketing. Tell me a little bit about your company – how it started and what you do? Milanovic: We launched Kayak Online Marketing in 2011. However, its origins date back to the second half of the 1990s when I was working in a number of Calgary’s ad agencies,…