Strategic Brand Consultancy
I am an immigrant living in Canada. Years ago, I decided to move here, and I could not be happier with my decision. If you are like me, which means if you are someone who enjoys observing and analyzing his surroundings, then living abroad is great fun. As an outsider, sometimes you see things that …
About six months ago, Canada launched a tourism campaign called “Know Canada,” targeting Americans. We discussed why the strategy of the campaign was wrong. Here is the key argument: The campaign is based on facts, whereas “purchase decisions” are based on emotions. We also debated that the campaign was addressing to the wrong part of our …