One of the most hotly debated marketing topics in recent years is the notion of brand building and its relationship with lower funnel demand generation activities. Intuitively, we believe both have a role to play however marketers often have varying opinions on how to strike the right balance in the context of business priorities.

With every new piece of privacy legislation, and as tech companies remove user identity trackers within their platforms, B2B brands need to lean into innovation. Similar to B2C brands, consumers transition between personal and professional lives more fluidly as these are no longer distinct identities.

If you believe and follow the economists and pundits, preparing for a period of persistent economic uncertainty is wise. By incorporating a ‘never let a good crisis go to waste’ mindset, this presents tremendous opportunity as brands need to be forward thinking and focused not on survival but building the business.

In the fast-paced world of business, having a marketing plan isn't just a good idea; it's an absolute necessity. Although most businesses have some kind of marketing in place, for example, a social media presence, many businesses lack a concrete marketing plan.

You’ve spent years getting the proper permits, months assembling a crew, and many more months building a beautiful building complex. Although you likely have an idea of who you want to target and an idea of the image you want to convey, do you have a concrete marketing plan? One that can withstand market volatility, meets buyers where they shop, and creates a great brand experience?

The craft brewing marketplace has exploded in popularity and options in recent years, becoming a highly competitive industry. Year over year, we're seeing steady growth in market size within the Canadian craft beer industry as more microbreweries enter the market. Craft brewers need to create a unique brand identity that captures the attention of beer lovers to stand out from the crowd.