#We(still)TheNorth

by Neil Stephen

You know what being in the zone feels like—you're focused, you’re on your game. Then you try something that’s really not your skill set and it fails. Badly. In basketball we call that a heat check. You’ve made five shots in a row, blocked a shot and stole the ball—you’re on…

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Ice Bucket Challenge - Hot or Not?

by Neil Stephen

In my community I’m known to be someone who is marketing and advertisingly minded and so from time to time i’m asked for my opinion on the subject. In recent weeks i’ve been asked repeatedly for thoughts regarding the ALS Ice Bucket challenge. So, here they are. I'd love to…

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Everybody’s doing it

by Krysten

The other day, I was discussing an upcoming campaign with my team. We were brainstorming taglines that would encourage a shift in Yukoners’ thinking. For example, how could we get people to prioritize checking their carbon monoxide detectors, or get the flu shot? It got me thinking back to something…

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Let’s get together

by Steve

There’s your school community, your neighborhood community, your religious community, your sports community, and probably a few more that you’re a part of. We’re all part of various communities and, increasingly, those communities are centred on a brand. Harley Davidson riders attend rallies, Apple users meet online, Nike+ members blend…

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pINTERESTING?

by Kristen

Unless you have been living under a rock, you are sure to know about the explosion of “pinning” through Pinterest. I had been avoiding the site like the plague, but after seeing numerous friends pins coming up on my Facebook feed day in and day out, I thought I’d take…

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It’s complicated… Branding Research Can Help

by Steve

You’re jealous… Your significant other has just left for another weekend away with his mistress: her name is Wrangler and she’s made by Jeep. It’s ok though, you’re going to make him pay for his wayward ways by rekindling one of your old flames by the name of Giorgio Armani.…

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Working remotely: a semester in review

by Eleanor

I just finished year one of my Strategic Design and Management Masters in New York. I'm also working at Aasman Brand Communications in Whitehorse. And I'm living in Vancouver. Say what? That's right—I function in three places at once right now! The virtual office, remote work, telecommuting—call it what you will—is a…

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Borrowing from Brands: Identity to Personality

by Steve

Personality. You’re the funny guy, Jen is the introspective one, your dog Spot is as spunky as they come; personalities are natural components of day-to-day human (and often animal) life. But what about a brand’s personality? It’s not uncommon to describe brands in similar language. Jeeps are rugged, Armani is…

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Three backwards brainstorming tips

by Eleanor

Coming up with ideas can be intimidating at times. An oft used technique to structure the task is brainstorming. It's a quick and easy way to generate plenty of ideas. Here are a few unexpected tips that might seem backwards at first, but will actually help you conduct your next…

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