Archive for the "Branding" Category

Brand Extension in Moderation

Posted by Larry Munn on September 11th, 2006

According to the Globe & Mail, Nestlé Canada Inc. believes moderation is the key to profitable brand extension, something it learned from its U.K. parent. Apparently, you can have too many types of KIT KAT chocolate bars, even when Canadian chocolate sales are $2.5 billion per annum.

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Lottery Corp Re-branding Controversy

Posted by Larry Munn on September 7th, 2006

An article in today’s Globe and Mail has raised issues regarding the cost of re-branding an Ontario Government Corporation. One member of the Provincial assembly has raised concerns about the $4-6 million dollars spent changing the logo of the Ontario Lottery and Gaming Corp. from OLGC to simply OLC.

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Branding Canada: Official Marks

Posted by Larry Munn on August 31st, 2006

Noting an August 15th post on the Strategic Name Development Blog, which comments that Canada is a great brand but it needs marketing. While we appreciate that trade-mark registration is only a small part of an overall branding and marketing campaign, it appears from the Canadian Trade-mark Register that the government organizations responsible for promoting [...]

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