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  • FIND OUT!MARKETINGMAG.CA MAY 20, 2013 39BESTREPUTATIONSIN2013WHOMADETHETOP10?WHOARETHETOPRISERS?The Marketing/Leger CorporateReputation SurveyIn 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 Canadianmarket to produce the scorecard of who has the best brand reputation. On the tables provided you get the top100 brands in Canada (and how they did last year). Beyond that, Marketing spoke with the Top 10 brands to findout what they did in the last 12 months that made consumers think so highly of them and also gives a more detailedlook at some of the fastest risers near the top of the brands list. BY ALICIA ANDROICH & KRISTIN LAIRD
  • 40 May 20, 2013 MarketingMag.caNo1 GOOGLEyou don’t have to search much to see the huge impact Googlehas made on Canadians. The company knows Canadians wantto be safe and secure online—and also have the fastest possibleexperience—which is why it has been investing heavily inits Chrome web browser, says Sophie Chesters, Google’scountry marketing manager for Canada. In 2012, it launcheda consumer campaign across TV, youTube, search and displaythat emphasizes Chrome’s speed and security.Beyond promoting the browser, Google also conductedinnovative mapping projects of everything from Canadianmuseums to ski resorts, and even saw Google Maps travelinto the Canadian arctic, including Cambridge Bay, Nunavutlast summer. “I’m really proud of the fact that we’re sharingCanadian culture with the world,” says Chesters. and, in aneffort to tip its hat to Canadian communities where localbusinesses are leveraging digital tools and resources to improvethemselves and grow their customer base, Google introducedits eTowns Canada awards.The company has also expanded its presence here byopening three new offices in Toronto, Kitchener-Waterlooand Montreal. “In this last year we’ve really planted a flag inCanada,” says Chesters.No2 HEINZ“always Be Consumer Focused” is one of thecoreprinciplesatHeinz,saysVPofmarketingSteve Oakes. That means Heinz is continu-ouslylooking fornewwaystomeetconsumers’alwayschangingneeds.Whetherthat’slaunch-inganewketchupthat’sblendedwithbalsamicvinegartogiveconsumersabolderflavourorshowing its concern for the environment byswitching to a partially plant-based materialforsomeofitsplasticpackaging,Heinziswill-ing to adapt to keep up with itscustomers.Oakes says it has takengenerations to develop thecompany’s reputation, andthat’s not a stretch—Heinz’shistory in Canada spans 104years. “you need to live yourcorevalueseverydaybecausereputations take years tobuild,” he says.He adds that Heinz offersan expansive range of productsthat “touch consumers through-outtheirlives,”frombabyfoodandalpha-getti to tomato juice, beans and—ofcourse—ketchup. “at the end of the day, wemakehigh-quality,great-tastingproductsthatconsumersloveandweprovidethematagoodvalue that people can afford,” says Oakes.No3 KELLOGGKelloggCanadaspentthelastyearlaunchingnew products faster that you can say “brek-kie.”Notonlydidittakeitsfirststepsintothebreakfastsandwichesandshakescategories,italsointroduceditsSpecialKCrackerChips.Itsvice-presidentofmarketing,andrewLoucks,says the popular product was an answer to“the needs of the Special K woman lookingto satisfy her craving for something savourywithout the guilt.”Kellogg also brought Krave cereal to Can-adian shelves in July following successfullaunches in the U.K. and the U.S. The cereal“soared in the Canadian marketplace,” saysLoucks,andwassupportedbyamultiplatformcampaignconsistingofTV,online,cinema,PRand sampling.Marketing/Leger2013corporatereputationsurvey
  • MARKETINGMAG.CA MAY 20, 2013 41ReflectingKelloggCanada’seffortstobuildup its social media presence, the companylauncheditsFacebookpagein2012andnowhasmorethan94,000fans.“Wealsocontinuedto recruit and engage in meaningful conver-sations with key bloggers to share our Kel-loggbrandandcorporatenews,”saysLoucks.The company also rolled out multiprongedefforts “to help women stay on track alongtheir weight management journey” with the“SpecialKResolution”program,saysLoucks.ThecommunicationsplanincludedTV,digitalmedia, in-store promotions, PR and a con-sumer offer in partnership with New Bal-ance. Personalized plans were also providedat MySpecialK.ca. The payoff? The program“drove significant growth and share gain forthe franchise” despite heavy competition inthe marketplace, he says.No4 SONYYou can go big or go home, but Sony Canadawouldratherconsumersgobigathome.Lastyear, the company launched the 84-inchBravia Ultra-High Definition (UHD) 4K TV,and promoted it as the largest and highestresolution from Sony.Not only that, but Sony Canada’s directorofTVmarketing,DanielPhillips,saysSonyis“thefirstandonlyelectronicsmanufacturerinCanada” to offer 4K UHD TV on the market.What does that mean for Canadian con-sumers? In a nutshell, waaay better picturequality.Ifyouwanttogettechnical,Sony’s4KUHDTVsprovidefourtimesmoreresolutionthan Full HD (a.k.a. conventional 2K 1080PHD TV).With pictures this clear and technologythis advanced, it’s no surprise the launch ofthemake-all-your-friends-jealousBraviagottonsofbuzz.AccordingtoPhillips,thelaunchscored more than 45 million media impres-sions across Canada.Sony’s campaign for the 4K Bravia, “FeeltheBeauty,”addressedthecompany’s“revo-lutionary picture enhancement technology”andexclusive4K“upconverting”technology.No5 SHOPPERS DRUG MARTShoppers Drug Mart isn’t your grandma’sdrugstore. In an effort to keep evolving itsoffering to consumers, it has been makingmovestoconnectwiththeminmorerelevantandpersonalizedways.Thathasledtoevery-thing from a bigger emphasis on providingcustomers with flu vaccinations to sendingexclusive Carlton cards to members of itsOptimumloyaltyprogramwhoturned50lastyear as the company did, too. Shoppers alsorecently partnered with RBC on a debit andcredit card for Optimum members.The Optimum program itself—which hasmore than 10 million members—continuesto be a strong focus for the company, sayssenior vice-president of marketing, SandraSanderson. It launched the multiplatformOptimum “Free Feels Good” campaign lastyear to capture how members feel about theprogram.“Itwasamuchmoreemotivewayoftalking about Optimum because it was moreabouttheendresultofinteractingandbeinga member,” says Sanderson, as opposed tosimply the value aspect.Shoppers also made a concerted effort in2012tofocusonseniors.“Weknowthatoverhalf of Canadian seniors shop at our storesat least once a month,” says Sanderson. Tocommunicate the value Shoppers providesthrough in-store discounts and prescriptionco-pay reductions, it launched an integratedpharmacy campaign targeted to seniors inOntario. Even though it’s targeting grand-mas, Shoppers is proving it’s anything butold fashioned.SECRETS OF THEIR SUCCESS...“We’vealwaysbeentruetoourvalueprop-osition, which is around health, beauty,convenience…andwehavenotdeviated.Sointhecaseofbeauty,foralongtimedrug-storeswereonlyknownformasscosmetics.We developed the concept of the ‘beautyboutique’whichwasarounddeliveringcon-sumers with a new shopping experiencefor prestige cosmetics. Right now, 40% ofcosmeticbuyersbuybothmassandprestigecosmetics;theycancometoShoppersDrugMartandhaveagreatexperienceinboth.We are helping to make consumers’ liveseasier, which then also fulfills our valuepropositionofconvenience.Morerecently,we’vehadamoresignificantfocusoncon-nectingwithconsumersinamoreemotive1 2 Google 91.3 93.3% 2.0% 84.52 1 Heinz 88.5 91.6% 3.1% 84.63 3 Kellogg 87.0 90.9% 3.9% 82.64 4 Sony 83.8 87.8% 4.0% 79.05 13 ShoppersDrugMart 82.1 87.2% 5.1% 73.16 10 Staples(BureauenGros) 81.8 86.8% 5.0% 75.37 5 Kraft 80.8 88.4% 7.6% 78.58 8 CanadianTire 80.7 89.3% 8.6% 76.29 14 Samsung 79.1 83.4% 4.3% 73.110 11 Panasonic 78.9 82.3% 3.4% 73.811 24 Sobeys 78.0 84.7% 6.7% 65.112 7 Campbell 77.6 81.0% 3.4% 77.613 6 TimHortons 77.2 87.1% 9.9% 77.714 * Johnson&Johnson 76.7 81.5% 4.8% *15 18 Microsoft 76.3 85.7% 9.4% 67.716 16 HomeDepot 75.9 81.2% 5.3% 70.117 9 Subway 74.8 82.5% 7.7% 75.518 12 Nestlé 74.1 83.6% 9.5% 73.719 19 Purolator 73.4 78.2% 4.8% 67.720 23 FedEx 72.5 76.8% 4.3% 65.921 20 GeneralMills 71.9 75.1% 3.2% 66.822 17 McCainFoods 71.5 79.7% 8.2% 69.323 15 Honda 70.7 75.3% 4.6% 71.324 56 Reebok 69.4 77.6% 8.2% 52.625 40 CBC(Radio-Canada) 69.0 77.0% 8.0% 57.926 21 IKEA 68.7 76.0% 7.3% 66.726 29 CostcoWholesale 68.7 75.6% 6.9% 63.028 26 Danone 68.5 71.5% 3.0% 64.429 37 Kijiji 68.0 72.1% 4.1% 59.030 36 BenjaminMoore 67.6 69.1% 1.5% 59.531 38 ChaptersIndigo 67.4 70.6% 3.2% 58.332 32 Nintendo 66.8 70.2% 3.4% 61.133 22 WestJet 66.6 70.4% 3.8% 66.734 49 FutureShop 66.0 77.7% 11.7% 55.435 31 GeneralElectric(GE) 65.9 74.2% 8.3% 62.536 39 Procter&Gamble(P&G) 65.8 72.6% 6.8% 58.137 30 Dollarama 65.5 76.7% 11.2% 62.938 33 Rona 65.2 71.2% 6.0% 60.839 25 Apple 65.1 76.7% 11.6% 64.440 34 LGElectronics 64.9 71.5% 6.6% 60.441 60 Roots 64.4 70.5% 6.1% 52.042 46 IBM 63.9 68.5% 4.6% 56.043 43 HomeHardware 63.1 67.6% 4.5% 56.844 63 eBay 63.0 69.3% 6.3% 50.545 45 Hewlett-Packard(HP) 62.9 72.7% 9.8% 56.646 27 Toyota 62.5 72.6% 10.1% 63.347 57 CanadaPost 61.6 79.2% 17.6% 52.547 61 BestBuy 61.6 72.0% 10.4% 51.949 77 Bayer 60.9 65.7% 4.8% 44.950 65 LOréal 59.9 65.3% 5.4% 49.72013RANK2013SCORE%OFGOODOPINION%OFBADOPINION2012SCORE2012RANKCOMPANYNAMETIETIEoffering to consumers, it has been making8spots
  • 42 May 20, 2013 MarketingMag.caway. For example, for [the 50th anniver-sarycelebrationsin2012]ofcoursewehadpromotions and savings and contesting,butwealsofelttherewasanopportunitytoconnectwithconsumersbyinvitingthemtoposttheirspecialmemoriesofShoppersDrug Mart on a digital hub. There was atangiblevalue—comeintothestoreforpro-motions—but we also wanted to engagewith them in a different way.”—Sandra SanderSon,SVP of marketingShoPPerS drug martno6 StaPLeS CanadaCustomerservice,community-focusedinitia-tivesande-commercewerealltopofmindforStaples Canada over the last year. The officesupply chain invested in the e-commerceportionofitsbusiness,withthelaunchofitsredesignedwebsitewithmobilecapabilities,improvedsearchfunctionality,livecustomerchat and other social features like reviewsandQ&a’stohelpaidbuyingdecisions.“Ouromni-channelapproachtoretailinginCanadaistrulychangingthewaywedobusiness,”saysSteve Matyas, president of Staples Canada.“We plan on expanding our online productassortmentbyover90%,givingourcus-tomers unlimited access to theproducts they need.”a strong presence in thedigital and social spaceallowed Staples to betterengage with consumers,saysMatyas.“Byextendingour customer servicethroughsocialmedia,wehavealsoofferedanalternativewaytolearn about our company and contact usfor a one-to-one customer experience,” hesays.StaplesalsocontinuedtosupportCan-adianstudentsthroughnationalfundraisingefforts.Throughtwoseparateinitiatives,thecompany raised over $1.3 million in schoolsupplies and also donated computer labs in10elementaryandsecondarypublicschoolsacross the country.no7 kraft CanadaLast year “was really about driving new cat-egories and improving experiences for con-sumers,” says Chris Kempczinski, presidentof Kraft Canada. In the spring Kraft intro-duceditsMio(“mine”inItalian)liquidwaterenhancerafterconductingseveralroundsofconsumerresearchtoensuretheproduct,for-matandformulamadesensefortheCanadianmarket.(Miohasbecomea$100-million-dol-larbrandintheU.S.sincelaunchingin2011.)Kraft supported the launch with a nationalEnglish- and French-language multimediamarketing campaign.anotherresearchdriveninitiativewastheintroductionofpeelandre-sealpacksforsixCracker Barrel cheese varieties.Kraft foundthatconveniencewastheprimarymotivationfor buying sliced cheese and redesigned thepackaging to meet those needs.The company engaged with youngeraudiences on the social media side, with aFacebook battle zone that encouraged con-sumerstoparticipateinaseriesofchallengesas part of a larger marketing campaign forthe Kraft Dinner brand. The effort helpedquadruple the brand’s Facebook presenceto over 400,000 fans. another highlight forthe company this year was the growth of itssingle-serve Tassimo coffee systems. Krafthas sold over one million machines to dateand last year announced new partnershipswith Second Cup, Tetley, President’s Choiceand Tim Hortons.no8 Canadian tire“Wethinkofourselvesasthestoreforthejobsand joys of life in Canada,” says allan Mac-Donald, senior vice-president of marketingandautomotiveforCanadianTire.OneofthewaysCanadianTiredemonstratedthistocon-sumerswasthroughtelevisioncommercialsfromTaxithathighlightedproductsmadeforlifeinCanada,saysMacDonaldofthecreativethatnowincludesaspokespersonnamedPauland the “Canada’s Store” tagline. CanadianTire introduced the brand tagline in augustwith television commercials featuring NHLstarJonathanToews.TheretailerfollowedupdayslaterwithcommercialsvoicedbyChris-topher Plummer in celebration of its 90thanniversary. In the latter part of the year theretailerlaunchedatleastadozenotherspotswith tailored taglines like “Canada’s hockeystore” and “Canada’s automotive store” toreflecttheproductsandseasonshighlightedwithin each commercial. “you see differentleadership categories inserted to reinforcethat Canadian Tire is the category leader forlifeinCanada,”saysMacDonald.admetricsshow that 39% of Canadians surveyed wereable to correctly describe elements of thecampaign, unaided.no9 SamSung CanadaJamesPoliteski,presidentof SamsungCan-ada, says the company’s singular focus in2012wasto“increasetheemotionalconnec-tion Canadian consumers feel towards theSamsung brand.” This decision, he says, ledthe company to make innovative marketingMarketing/Leger2013corporatereputationsurveyMetHODOLOgYThe2013Marketing/LegerCorporateReputationSurveywasconductedonlinebetweenJan.7and28fromasampleofapproximately2,100Canadians18yearsofageorolder.Intotal,193companiesfrom36industrieswereevaluatedinordertoadequatelyrepresenttheplayerswithinthevarioussectorssurveyed.Eachparticipantwasaskediftheyhadagoodorbadopinionofthecompaniesonthelisttodeterminethereputationscore(thegoodopinionminusthebadopinion,roundedtothenearestwholenumber).Everyyear,Legeraddsnewcompaniestothelistbasedontheirsignificanceinthemarketplaceaswellasconsumerfeedback.5spots
  • MarketingMag.ca May 20, 2013 43choices that would help it stand out from itscompetitors.Indeedithas.BetweenJanuaryandSeptemberbrandawarenessforSamsunggrew13%inthemobilecategory,from43%to56%, according to Harris Research. In Can-ada’shomeappliancesector,Samsunggained40%inmarketsharebetween2011and2012.Effortslikethe“NextBigThing”televisioncampaignfrom72andSunnythattakesaplay-fuljabatapple’siPhone,helpedkeepSamsungtop of mind. To ensure maximum exposure,Samsung Canada purchased 90-seconds inthe final quarter of the 2012 Super Bowl, afirstforthecompanyinCanada.Insupportofits Samsung Galaxy Note, Samsung CanadaconductedmalltourstodrivetrialandseededitsGalaxySIIIsmartphoneswithinfluencersinhopesofgeneratingsomesocialmediabuzzandword-of-mouthbrandmomentum.Sam-sung also opened the doors to its first retailstore in North america. “We had grown to apointinwhichconsumerswereincreasinglyengagingwiththebrandandwantedtobeableto see, touch and learn about our products,”says Politeski of the Vancouver store.But perhaps one of the most talked abouteffortsfromSamsungCanadalastyearwasafan request for a free Samsung phone. Thefanreachedouttothebrandthroughits Facebook page, send-ing a drawing of adragon along withhis note. Samsung’scommunity manager,Drew Bomhof of CheilCanada (the brand’s creativeagency)respondedwithadrawingof a kangaroo on a unicycle. The fan postedSamsung’s response on Reddit, which gar-nered 550,000 views in a matter of days. Thepress picked up the story, which eventuallyearned15millionmediaimpressions.SamsungCanadasenthimacustomGalaxySIIIphonewiththedragondrawingskinnedonthecover.SecretS of their SucceSS...“There are three areas that I believe arecritical to success and which have helpedSamsungtostandoutandlead:calculatedrisks,customerexperienceandintegratedstrategy.Wewanttopushtheenvelope,andbe disruptive, but we have to stay true toourproducts,serviceandbrandnomatterwhat.Withabaseofinnovativeproducts,IbelieveSamsungcanbuildastrongfounda-tion for life-long loyalty and brand advo-cacy through innovative marketing thatbring heart and emotion. From creatingincredibleconsumerexperiencesthroughourproductsandservices,ourone-to-onetouchpointswithourcustomers—whetherin-store or through events—and keepingourcommitmenttogivebacktoCanadiancommunitiesthroughourSamsungHopeforChildrenfoundationinitiatives,wewillcontinue to build our brand reputation.”—James Politeski,president, samsung Canadano10 panasOniCPanasonicincreaseditsfocusondigitalmar-keting in 2012. The electronics companyshifted 34% of its marketing resources todigital, with a primary focus on display andsearch, according to Janet Gillespie, generalmanager, marketing & brand management,Panasonic Canada. “Heading into this fiscalyear,weareevenmorefocusedonthedigitalsphereandarelookingtoshift50%ofourresourcesinthisdirection,”shesays.PartofPanasonicCan-ada’s digital strategy includedthelaunchofitsCanadianFace-book page where consumerscanlearnaboutnewproductinnovationsorhowtotakegreat photos.“Our goal is to create51 55 Amazon.com 59.6 63.9% 4.3% 52.752 59 UPS 59.2 69.5% 10.3% 52.253 73 Nike 59.0 74.6% 15.6% 46.654 90 GlobeandMail 58.1 65.4% 7.3% 39.355 64 Sears 57.9 75.2% 17.3% 49.756 52 TheHudsonBayCompany(Hbc-CompagniedelaBaiedHudson)57.8 72.0% 14.2% 54.957 42 Mars 57.0 65.9% 8.9% 57.358 44 Bombardier 56.8 61.2% 4.4% 56.859 75 MolsonCoors 56.7 64.1% 7.4% 45.360 82 7-Eleven 56.5 64.2% 7.7% 43.261 74 RE/MAX 56.4 61.0% 4.6% 46.062 50 Loblaw 55.2 61.8% 6.6% 55.463 120 Grand&Toy 55.1 60.0% 4.9% 29.464 47 A&W 54.9 69.4% 14.5% 55.865 70 VIARail 54.6 61.9% 7.3% 47.266 68 Yahoo! 54.1 63.4% 9.3% 47.967 69 Labatt 54.0 62.7% 8.7% 47.468 85 TheBodyShop 53.6 57.3% 3.7% 41.368 * DareFoods 53.6 58.0% 4.4% *70 71 Dell 53.3 65.5% 12.2% 47.171 86 MacsConvenienceStores 53.2 61.3% 8.1% 41.072 76 Wendys 53.1 65.2% 12.1% 44.973 58 Winners 52.8 64.2% 11.4% 52.574 67 MapleLeafFoods 52.2 70.0% 17.8% 48.275 53 PepsiCo 51.8 71.0% 19.2% 52.976 54 SCJohnson 51.1 54.5% 3.4% 52.877 35 Volkswagen 50.5 60.0% 9.5% 60.178 51 Mazda 50.4 58.2% 7.8% 55.379 79 Walmart 49.1 73.2% 24.1% 43.780 48 Coca-Cola 48.6 72.2% 23.6% 55.680 128 Shell 48.6 63.4% 14.8% 24.282 107 Facebook 47.7 67.4% 19.7% 34.483 62 Nissan 46.8 55.5% 8.7% 51.484 88 Motorola 46.7 56.5% 9.8% 40.085 98 Gap 46.6 60.1% 13.5% 37.486 66 TDCanadaTrust 46.0 56.7% 10.7% 48.787 78 Rexall 45.6 49.5% 3.9% 44.488 72 Nokia 45.4 53.9% 8.5% 46.789 92 Harveys 44.8 58.3% 13.5% 39.090 81 SleemanBreweries 44.6 47.8% 3.2% 43.391 83 Ford 44.2 62.6% 18.4% 42.992 142 SuncorEnergy/Petro-Canada43.3 56.5% 13.2% 20.493 108 MountainEquipmentCo-op(MEC)42.5 44.6% 2.1% 34.094 132 H&M 42.3 48.5% 6.2% 23.495 94 Metro 42.0 49.2% 7.2% 38.596 101 LondonDrugs 42.0 43.7% 1.7% 35.897 95 SunLifeFinancial 41.7 47.3% 5.6% 38.498 102 ManulifeFinancial 40.8 45.7% 4.9% 35.599 80 RBCRoyalBank 40.5 52.9% 12.4% 43.4100 105 RoyalLePage 40.2 43.5% 3.3% 34.82013rank2013sCOre%OfgOOdOpiniOn%OfBadOpiniOn2012sCOre2012rankCOmpanynameTIETIE
  • 44 May 20, 2013 MarketingMag.camore forums where we can interact withour customers on a one-to-one basis,” saysGillespie. “We want to build relationshipswith our customers and provide them withresourcesthatwilleducateandinterestthemon a personal level and give us the ability torespondtotheirquestionsorconcernsquicklyand efficiently.”Panasonicalsotooktothewebwithadedi-cated microsite that promoted and demon-stratedthecapabilitiesofitsLumixG-seriescameras.“Thegoalwastoempowerconsum-erstocreatepicturestheywouldwanttohangon their wall,” says Gillespie.SOBEYSConsistency is key at Sobeys. The groceryretailer put continued focus on deliveringa great in-store experience in its locationsacrossCanadalastyear,andthatlikelyplayeda big part in the improvement to its reputa-tion, says andrew Walker, its vice-presidentofcommunicationsandcorporateaffairs.Forthe past decade, Sobeys has kept true to itsclearlydefinedstrategy.“Wesaidmanyyearsago that we’re going to be focused on food,driven by our fresh expertise, supported bysuperior customer service in the right-sizedstores and we haven’t waivered from that,”says Walker.apart from staying focused on that strat-egy, Sobeys also remained committed tosustainability. Last fall, it released a videoon its Facebook page that featured a fishingcrew in Nova Scotia that supplies seafood toSobeys. The “all on the Line” video sharedpersonaltidbitsaboutspecificcrewmembers(one has a pet hedgehog, anotheris a reality TV fan) and promotedthe company’s traceable seafoodinitiative,whichinvolvesproductsbeing coded and tracked so thatcustomerscanseewhereandhowthey were caught. “We’re alwayslooking for ways to operate ourstores in a sustainable fashion and how wecan do that with products and services thatwe provide our customers,” says Walker.SecretS of their SucceSS...“It’s being true to what your brand is andwhatyourepresentandbeingconsistentinyourexecutionofyourbrandpromise.Weknow we’re about food, we’re about fresh,we’re about service and we remain laserfocused on that.”—AndrEw wAlkEr,VP Of cOmmunicAtiOnS AndcOrPOrAtE AffAirS,SOBEYSMarketing/Leger2013corporatereputationsurveyAnd three other brands that made big movesnear the top of the list13spots
  • 46 May 20, 2013 MarketingMag.caDon’t delay, book your ad today!For more information, please contact your sales managerTHE 2012 MARKETINGAWARDS WINNERSRISK VS. REWARD:OLYMPICS AMBUSHINGWHY IT’S TIME TO COVETTHE LGBT COMMUNITY8 16 22p. p. p.$5.95PM40070230POSTAGEPAIDINTORONTOMARKETINGMAGAZINE,ONEMOUNTPLEASANTROAD,TORONTO,CANADAM4Y2Y5July 9, 2012 FABULOUS since 1908Partners on Citytv, Mondays at 8:30 p.m. ETTHECANADIANTVFALLPREVIEWYournetwork-by-networkguidetowhat’sonthisupcomingseasonADVERTISEMENTACTIVATEYOURiPADEDITIONTODAY!8.1 Cover [Print].indd 1 12-06-15 9:52 AMThe 2013, July 8thissue ofMarketing will feature theFall TV Preview Report.Street date: June 24th!This report provides acomprehensive look atthe new television seasonoffered by Canada’s Englishand French networks,independent stations, aswell as specialty digitalcable stations.Presented bythe BroadcastResearch Counciland MarketingmagazineFallTV Preview25thAnnuAlSpecial ReportIssue Date: July 8 | Issue Booking Deadline: June 3 | Material Deadline: June 6DISTRIBuTIonProduced and distributed by Marketingmagazine, the July 8thissue featuring the FallTV Preview will reach our paid subscriber basereaching over 190,000 advertising, Marketing,and media professionals.In addition, all attendees at the BRC Fall TVPreview Gala will receive this issue.GAlA InFoRMATIonTuesday, June 25th 2013 @ Four SeasonsHotel, Toronto. For tickets go to www.brc.caMarketing/Leger2013corporatereputationsurveyREEBOK CANADAEarly last year Reebok launched a globalmarketing campaign with the tagline “TheSportofFitnessHasarrived”thatkickedoffwithaheart-poundinganthemtochangetheway people perceive fitness. The 60-secondtelevision commercial portrayed sport as acommunity activity fueled by competitionbut also camaraderie. at the heart of the adwas Crossfit, a strength and conditioningprogram Reebok partnered with in2010.“Itwasadifferentcampaignfor consumers who are used toseeing spots that have one per-son working out alone,” saysMichaelRossi,vice-presidentofbrandforReebokinToronto.Historically,thebrandfocusedonelementsoffitness,saysRossi,high-lighting activities such as runningor training, which tended to blendwithwhatthecompetitionwascom-municating.“Our brand of fitness is more social, [thecommercial] incorporated a lot of elementsfrom our global Crossfit partnership andkind of showed people a new point of viewonwhatfitnesscontributestoyourlifestyle,”says Rossi of the spot that was developed byNew york agency mcgarrybowen. Reebokbuilt upon the new tagline with additionaltelevisioncommercialsthatpromotedfitnessproducts such as RealFlex and ZigTech.Reebok also upped its game last yearwiththeunveilingofits“re-engin-eeredjerseys”fortheCanadianFootballLeague’seight-teamroster.Theshirtsaresaidtoboast increased elasticityand improved resiliency,along with moisture-absorbency technology.“We’re known as an innovativecompany and I think it reinforcedourperspectiveonbringinginnova-tionanddesignandtechnicalcapabil-itiestoaproductthatwasobviouslygeared towards the on-field experience forplayersbutalsothefanexperienceofthejer-sey they can buy,” says Rossi.Reebokhasbeenlookingforwaystobringthe brand to life in unique ways, he says. assuch,thebrandhasbeenworkingcloselywithretail partners to bring new technologies tothe table. For instance, the brand installed abuild-your-ownsneakerkioskataSportCheklocation in Toronto.SecretS of their SucceSS...“I would say being focused, which I thinkleadstobeingconsistent.Consumerswanttoseeandunderstandwhereyou’reheadedand to see you stick with that vision. Sowhen we talk about fitness and a healthylifestyleIthinkthat’ssomethingconsum-ersaspiretoandIthinktheytrustuswithinthat space based on our fitness heritage.”—MiChAEl ROssi,VP Of BRAND,REEBOK32spots
  • MarketingMag.ca May 20, 2013 47Oil and gas Onthe rise, leavingautOs behind‘Reputation is not always about logic—it’s aboutperception,’ and other consumer insights from the2012 Marketing/Leger Corporate Reputation surveyBY DAVE SCHOLZthere was a time when the oil and gas industry and theautomotive industry were linked and one influencedthe other. Increases in oil prices and environmentalissues often led to an outcry over our reliance on carsand oil and led to auto industry innovationthat reducedthe reliance on oil. add to that a proliferation of environment concernsattributed to cars and we got the automotive industries drive for hybridand electrical solutions.The result has been that oil and gas industry companies are typicallyat the bottom of our list of reputable companies and the auto industry isspread throughout the Top 100, depending on each company’s productand service offerings impact on their reputation that year.However, in this year’s reputation study we have seen the oil andgas industry showing significant improvements in reputation and theautomotive industry decreasing in reputation.The automotive companies in our study decreased by an average offour points with good opinion dropping a couple of percentage points to49% of Canadians feeling positive about the industry and bad opinionincreasing by a couple of percentage points to 13% of Canadians.Contrast this with the oil and gas industry. Canadians still do not likethis industry as much as the auto industry but these companies sawtheir reputation score double from an average last year of 16 to 29 thisyear. This is the one of the largest industry growths we have seen in thehistory of this study.a large part of this increase is due to the successful communicationefforts of the industry related to the XL Pipeline. In an industry thathas been much maligned by various interest groups, the percentageof Canadians who have a bad opinion of these companies droppedfrom 16% to 10% this year and good opinion has increased by sevenpercentage points to a high of 29%. In fact, the bad opinion of the oil andgas industry is less than that of the automotive industry.The industry has shown that “any news is good news” as long asyou effectively communicate and make sure your message is heard.Hopefully, the auto industry will climb back up in the rankings againnext year, but if they don’t, maybe they can look to oil and gas to showthem the way.Dave Scholz is chief marketing officer, Leger MarketingCBC/RADIO-CANADACBC put a lot of effort into embodying its “Canada LivesHere”taglinelastyear.Itdrovethemessageacrossvariousplatforms to make sure people know the public broad-casteris“allaboutCanadiancontent,”saysBridgetHoffer,executive director of CBC marketing communications.It also made sure to allow its fans to get face time withits stars.Forinstance,inadditiontoafullcampaignforitspopu-lar Dragons’ Den series, CBC held Dragons’ Den Day inCanada last September, letting fans meet the dragons atCBC’s Toronto headquarters.“We’vecontinuedtobuildourbrandequitybypromot-ingourCBCpersonalitiesbecausewethinkthattheCan-adianstarsystemforusandforallbroadcastersandmediacompaniesisimportant,”saysHoffer.OthereventsrangedfromaRickMercerbooklaunchtoliveon-the-roadmalltoursthatvisitedawiderrangeofcitiesthaninthepast.Onthereportingfront,HoffersaysCBCNewsfocusedonenterpriseandinvestigativejournalismonallplatformslast year, especially with The Fifth Estate and Market-place. “CBC broke many big investigative stories and wereally promoted them as we broke them,” says Hoffer,addingthatCBCwasthefirstCanadiangroupattheCostaConcordia cruise liner wreck. “We’re really pushing theproofofperformancetoremindaudienceshowCBCbeingenterpriseandinvestigativehasexposedthestoriesandraised awareness of the issues for Canadians.”secrets Of their success...“First,alignyourbrandpositioningwithyourcontentand products. So [with our tagline] “Canada LivesHere,”wehopetheaudienceknowsthey’regoingtogetexcellentCanadiancontent.Also,intermsofreputa-tion,createalevelofexcellencethat’shighlypromot-able and deliver against it. In terms of marketing,recognize and celebrate those proof points. And alignyourstrategyandmarketingapproachesagainstyourresearch and your feedback loops. Know your audi-enceandwhatCanadianswantfromyouanddeliveragainst that.”—BRIDget HOffeR,exeCutIve DIReCtOR,CBC MARketINg COMMuNICAtIONsanalysis15spots