Do you know the rules and goals of the game of business?

Unless you have a clear idea how to accomplish your goals, and what the goals are, you might just be chasing elusive dollars

Do you know the rules and goals of the game of business?Emily hit the golf ball and started running. Swinging her club mid-stride, she repeatedly hit the ball and kept sprinting toward the first hole. Our yelling and laughter confused her and finally she stopped. “What are you yelling about?” she turned to us defiantly. “You told me that the goal was to get the golf…

The great protein war pits chain against chain

The great protein war pits chain against chainThe great protein war is heating up as several major restaurant chains embrace the plant-based movement while others firmly position themselves as guardians of the mighty meat-eater. It’s getting hard to keep track. A&W, Canada’s first Beyond Meat ambassador, started it all a little over 12 months ago with its surprisingly successful campaign. Since then,…

Loud and proud about disrupting the sexual health industry

Joey Pomerleau talks about the unusual business model he adopted to allow Wednesday Co. to service communities that have been overlooked

Loud and proud about disrupting the sexual health industryJoey Pomerleau is founder and CEO of Wednesday Co. What is Wednesday Co. and what does it do? Pomerleau: At its core, Wednesday Co. is a subscription condom company. We deliver condoms every month to your doorstep. You set it and forget it, then it’s there when you need it. In the greater scheme, Wednesday…

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…

Beyond Meat should look beyond meat

Beyond Meat’s fixation on replicating the taste and texture of natural products like beef has become the company’s greatest weakness

Beyond Meat should look beyond meatBeyond Meat lost almost $10 million in its second quarter, but it beat expectations on revenues. Regardless, Beyond Meat is now worth US$14 billion U.S. and is Wall Street’s best-performing initial public offering (IPO) so far this year. But it does face challenges. Beyond Meat’s stock price has increased by more than 800 per cent…

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…

All the food we eat has been modified by humans

The world of food marketing is full of deception. The truth is there is very little that’s 'natural' about our food, but that doesn't make it dangerous

All the food we eat has been modified by humans“All natural” is a food marketer’s delight. Customers love it, the words generate positive thoughts, and there’s no official definition or standard at all. It means whatever you want it to. That’s why so many food products have the word “natural” somewhere prominent on their labels. The word sells product and represents a free-for-all for…

Tips to finding a good (business) story to tell

Stories are a compact way to communicate vividly, practically and persuasively

Tips to finding a good (business) story to tellStories are a compact way to communicate vividly, practically and persuasively. You can quickly capture people's attention, illustrate abstract principles in action, and appeal to emotions. However, telling stories well is often easier than finding good stories. Almost all of the books, articles, websites, and storytelling conventions on storytelling are about how to craft and…

Senate must finish the job it started to help Canada’s kids

The Senate has delayed for eight months its final vote on restrictions to food marketing to children

Senate must finish the job it started to help Canada’s kidsBy Peter Mansbridge and Yves Savoie “Delay always breeds danger; and to protract a great design is often to ruin it.” Miguel de Cervantes put this astute observation in the mouth of his most famous literary character, Don Quixote. Though written more than 400 years ago, the lesson applies very well right now to the…

Blurring the lines in the protein battle for consumers

With the help of the new food guide, Canadians are looking differently at protein sources. That doesn't mean beef is doomed, but it will have to adapt

Blurring the lines in the protein battle for consumersPlant-based nutrition is alive and well in Canada, according to a recent poll. The poll from Angus Reid Global, in partnership with Dalhousie University, found that by April 2019, 38 per cent of Canadians had tried a plant-based protein food item in recent months. British Columbia had the highest rate, at 44 per cent, followed…
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