Brand Council

The CMA Brand Council provides thought leadership on key trends and hot topics related to brand strategy for Canadian marketers and agency professionals.

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Recent Articles Authored by Council

Brand isn’t dead – we just don’t know how to measure it

his is the final blog in the three-part series from the Brand Council on “The Brand of Brands.”

Brand isn’t dead – it just got a side-hustle

This is Part 2 of “The Brand of Brands” blog series from the CMA Brand Council.

Is branding dead?

There seems to be a rise in people claiming branding to be dead. They point to price and convenience driving purchase decisions and performance marketing driving measurable sales.

Go for great: Making great work in a volume-obsessed world

With media plans demanding more and more assets, creative execution was reframed as a cost associated with implementing a media plan.

Evaluating warranty processes: A case study

This case study outlines the timeline, challenges and implications of interacting with the customer service department of a footwear brand, concerning a warranty claim

Creating powerful brands through CX and EX investment

Investing in customer experience (CX) and employee experience (EX) significantly enhances a brand's power by creating a virtuous cycle of satisfaction, loyalty and advocacy