In marketing, reputation is everything. It’s what everyone obsesses over day in and day out. And once again, Marketing has partnered with Leger for a consumer survey of hundreds of brands active in the Canadian market to produce the scorecard of who has the best brand reputation.
In the May 20 issue, subscribers will find The Top 100 ranking and company profiles of the biggest movers and shakers from the Marketing/Leger Corporate Reputation Survey. Meanwhile, MarketingMag.ca is highlighting a few of the biggest stories to emerge from this year’s research.
#25 – CBC/Radio-Canada
A 15-point jump in the ranking shows national broadcaster earning audience love
CBC put a lot of effort into embodying its “Canada Lives Here” tagline last year. It drove the message across various platforms to make sure people know the public broadcaster is “all about Canadian content,” says Bridget Hoffer, executive director of CBC marketing communications. It also made sure to allow its fans to get face time with its stars.
For instance, in addition to a full campaign for its popular Dragons’ Den series, CBC held Dragons’ Den Day in Canada last September, letting fans meet the dragons at CBC’s Toronto headquarters.
“We’ve continued to build our brand equity by promoting our CBC personalities because we think that the Canadian star system for us and for all broadcasters and media companies is important,” says Hoffer. Other events ranged from a Rick Mercer book launch to live on-the-road mall tours that visited a wider range of cities than in the past.
On the reporting front, Hoffer says CBC News focused on enterprise and investigative journalism on all platforms last year, especially with The Fifth Estate and Marketplace. “CBC broke many big investigative stories and we really promoted them as we broke them,” says Hoffer, adding that CBC was the first Canadian group at the Costa Concordia cruise liner wreck. “We’re really pushing the proof of performance to remind audiences how CBC being enterprise and investigative has exposed the stories and raised awareness of the issues for Canadians.”
Subscribers get full access to our coverage of the Marketing/Leger 2013 Corporate Reputation Survey. Sign up today, and check us out on your iPad.
