The cover article, “Is Canada Selling Itself Short?” by Jeromy Lloyd (Marketing, Feb. 23) is an extremely interesting and thought-provoking start to an important conversation. Marketing, Paul Lavoie, and your [writer] should all be congratulated on shining the light on Canada and our external image.
My concern is there seems to be an underlying belief that there’s a “brand” solution to a systemic economic problem. I am not sure this is the case. I believe there are social and political forces that will resolve or not resolve these issues. This does not mean there is nothing we can do to prod the process, only that “country branding” may not be what is needed.
While Mr. Lavoie is right that there may be no single business image of Canada, he is not right in suggesting Canada is unnoticed in a brand sense. Canada is strongly “branded” in areas for which it is known: there is no Ikea, but mining companies around the world understand Canada is a leader in mining technology. There is no Nokia (there is Blackberry) but automotive manufacturers recognize Canada’s leadership in [this area]; the same can be said for engineering, architecture (yes, Dorothy, Canada is known for our architects), applied nanotechnology, and many other sectors.
That there is a dearth of Canadian-based consumer brands is entirely the fault of economic policy that has encouraged the hollowing out of Canadian manufacturers. Brands such as Molson, Labatt, Canada Dry and Cineplex have all allowed their brands to be absorbed by foreign masters.
All this raises important questions that precede the idea of a “brand” for Canada as described in the article. First: is it necessary, and how and whom will it help? Individual provinces and more jurisdictions you can shake a stick at are developing micro-brands focusing on their specific economic advantage. Investment decisions are made on local strengths, and purchase decisions are made by importers of Canadian products and services based on the quality of the goods and reputation of the manufacturer.
Second, would it help if there were an overarching specific thought about Canada (e.g. sustainability)? The idea of an economic brand for Canada only makes sense if that brand supports the efforts of the jurisdictional economic development organizations, which can only be done by reinforcing the single Canadian truth: Canada is the most industrially, commercially, intellectually and socially diverse nation on the planet.
I would suggest the marketing industry, especially the creative component, develop a sector that can create its own global identity and build an export market for its services. I am talking, of course, about the potential for Canadian (marketing related) creative services to become a significant export earner. With the incredible talent pool within our industry, it is almost criminal there is no centralized body lobbying for a seat on the export train.
The article is spot on in identifying low productivity as the major economic obstacle in Canada. However, low productivity will not be resolved by branding. It can be addressed by investment and finding new markets to sell to.
I challenge Mr. Lavoie, and every other leader in our industry, to address this single, focused issue. In doing so, more could be accomplished for the perception of Canada as an economic destination than through any national branding project.
Laurence Bernstein
Managing Director
BC3 Strategies, Toronto
Doing It Wrong?
Re: Bos Does it Right for Rona, Marketing Daily, March 17
Rona may be doing it right ecologically, but missed the mark on this communications opportunity. [Rona’s tag line in a new campaign by BOS is “doing it right.”]
Doing it right (before your eyes) = Mr. Lube.
Do it right = Mike Holmes.
Perhaps there’s hope that some of Mike’s audience will believe he is connected to Rona and that is a positive? Personally I am a “fixer upper” addict. The spot is cute but reminded me in style and tone of Home Hardware’s latest campaign, which uses the line “home owners helping home owners.”
There just seems to be a whole lot of room for confusion. I can’t remember… what company was that?
Robin Bricker
Fluke Electronics Canada LP
Mississauga, Ont.
