Our Time to Grow
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OUR TIME TO GROW The design and visual themes of this report were created as a metaphorical and literal reflection of our country’s visual, geographical, and geological landscapes. The physical patterns are creative adaptations of geological cross-sections and maps from around the country. The colours and typographic approach used, while reflecting Interbrand’s own brand palette, echo so much of what we love about Canada’s visual legacy, from the paintings of great artists like Norval Morriseau, and the Group of Seven, to our country’s iconic modernist design of the 1950s, 60s and 70s. Our time to grow We tip our toque to you, Canada! In honour of Canada 150, we are proud to share “The Interbrand 150: Iconic Canadian Brands Report—Our time to grow.” This report showcases the influence and impact of Canadian brands, and celebrates 150 companies, organizations and institutions that make us authentically Canadian, some of which pre-date our country’s 1867 confederation. Brands become iconic when they build a deep emotional connection with people’s values and beliefs, and become inextricably woven into their lives. This doesn’t happen by accident. Brand building is a long and highly orchestrated process that must be sustained over time. It requires deep customer insight, relevant products and services, and an authentic and relevant point of view that inspires and engages a diverse spectrum of people. In this report, we’re celebrating a broad range of organizations that have helped shape and define the Canadian experience and have made us who we are. Some of those brands aren’t with us anymore, but they do hold a special place in our hearts and we can tell a story about the impact they had on our lives. This report is also intended to help us understand the role that we, as Canadians, can play in shaping the future. What is our purpose as a country? What is our place in the world in the next 150 years? What will our legacy be as a people? As a nation? I firmly believe that we are in a moment in time where it does not serve us to be humble. We have so much to be proud of. And so much opportunity ahead of us. As one of the brands on our report clearly stated: “The world needs more Canada.” As we reflect on who we are, where we’ve come from, and what we stand for, this time, more than any other time in our history, feels like Canada’s time to grow. On behalf of our team, congratulations to all of the brands in this report. You are role models for building culture, sustaining relevance and actively participating in the growth of our great nation. Canada, it’s our time to grow. Let’s get out there and give-r! Carolyn Ray Managing Director, Interbrand Canada 3 “ An iconic brand means caring deeply for the community. At lululemon, through our unique community-led approach, we build authentic relationships and are united in the choice of living an active and mindful lifestyle supporting and empowering all global citizens.” Duke Stump, Executive Vice President, Brand & Community, lululemon athletica Our time to grow Table of contents 7 Selection criteria and methodology 9 The Interbrand 150 20 Our time to celebrate innovators 23 Our time to recognize nation builders 26 Our time to shape experiences 29 Our time to design the future 32 Our time to create impact 34 The path to becoming an iconic brand 38 Our time to show gratitude 39 Our team: A portrait of Canadian pride 5 “ We made the brand iconic by celebrating a counterintuitive emotion which most naturally resonated with our clients. We unabashedly embraced the notion of indulgence, even to the point of locating our shops in areas where indulgences were actually sought instead of avoided.” Pino Di Ioia, CEO, BeaverTails Our time to grow Selection criteria and methodology Our report began with a very simple question: what makes a brand iconic? In our view, longevity alone does not necessarily deter- mine iconic status. To be iconic, it all starts with the story and ends with the experience. When we first conceived of this report in anticipation of Canada 150, we looked back at our historical volumes of Canadian and global brand valuation reports, which assess brand as a financial asset. We asked Canadians around the world what brands they were emotionally connected with, and resonated with them as being authentically Canadian. We thought 150 brands would be almost impossible, but we soon had hundreds nominated. We included brands that don’t exist anymore—they held meaning for us then; and still do now. But then, knowing that brand by definition is an expression of business strategy and must create measurable growth; we started to apply more stringent criteria to our list. We did want to be balanced and inclusive; so in this report, availability of financial data was not one of our criteria for inclusion, as it is in our valuation studies. We excluded celebrities, singers, musicians, and politicians—and while we acknowledge their impact on Canadian culture—they don’t meet our criteria for inclusion as brands. And, we included a broader set of organizations, including non-profits, private firms, and government. 7 Our time to grow We culled the list using our 10 brand strength dimensions, the same methodology that we use in our industry-leading best brands reports. Three are the most important to this report: clarity, engagement and authenticity. Clarity to evaluate the emotional resonance of the story and narrative, authenticity to assess values and beliefs, and engagement to understand how people feel about the brand. Can they tell stories about the impact your brand has had on their lives? Do they advocate for your brand? Much of this came through in the nominations we received from Canadians. Lastly, we looked at each brand’s impact on Canada, including metrics such as revenue, job creation and growth since the company was established. We also know that this about starting a dialogue about the importance of brands in our lives, and an acknowledgment of how they can drive growth. We value and welcome your comments and feedback. Iconic brands set trends, they connect with our values. They are authentic and real, and form the lore and narrative of our country. They deliver emotionally engaging experiences that make us proud that they too, are Canadian. If they went away, we would miss them in our lives. That’s an iconic brand. 8 Our time to grow 150 years. 150 brands. Brands are all around us. We experience them as we pass through our personal and professional milestones. But how did they grow alongside Canada and become part of our identity? In the timeline that follows, we looked at Canadian milestones and showcased the brands that were founded in each of these eras. Please note that the timeline is not to scale. 9 1867 Dominion of Canada redraws the map Uniting Ontario, Quebec, New Brunswick and Nova Scotia, the Dominion of Canada hits the world stage with dapper Sir John A. Macdonald as its first Prime Minister. e ti s ri h C 1670 - 1867 First Grey Cup Kicks Off The University of Toronto trounces the Toronto Park- dale Club 26-2 in the first Canadian football champion- ship. The Grey Cup itself, shown here delivering bubbly, has been broken, stolen twice, held for ransom and set on fire. 1909 1867 - 1908 Canada Awarded Its First Nobel Prize While Frederick Banting and J.J.R. Macleod won the award for the discovery of insulin, Banting shared his 1923 winnings and partial credit with lab assistant Charles Best, who contributed significantly. 1908 - 1926 CBC Goes Live Modeled after the BBC, the CBC has sported 14 slogans. Today’s is ‘Love CBC’. 1936 Canadians do. 1926 - 1953 A New Flag Unfurled Proclaimed by the Queen in 1965. Planted on Mount Everest in 1982. Blasted into orbit with Canada’s first astronaut in 1984. This flag is going places. 1964 1953 - 1964 CN TowerCN Reaches Tower For The Sky It took 40 months and a 10-ton Sikorsky helicopter named ‘Olga’ to make Toronto home to the world’s tallest tower of the day. 1976 1964 - 1975 1988 First Loonie Released After the Royal Canadian Mint introduced Canada’s first ‘one dollar coin’, Canadians quickly renamed it the ‘Loonie’. Much more catchy. 1975 - 1987 Nunavut Established The Nunavut flag showcases the beloved Inukshuk, shown here, which is also found alongside many highways in Canada. 1999 1987 - 2013 Our time to grow The Interbrand 150 Agropur Canadian Wheat Board Harlequin Enterprises Air Canada CBC / Radio-Canada Harry Rosen Alcan CCM Harvey’s ALDO Chapman’s Hatch Arc’teryx Christie HBC Avro Canada CIBC Holt Renfrew Bauer Cineplex Home Hardware BeaverTails Cirque du Soleil Hostess Potato Chips Bell Club Monaco IMAX Birks CN Indigo BlackBerry Consumers Distributing Intact Financial BMO Corus Entertainment Inniskillin Bombardier Couche-Tard Irving Oil Jean Coutu Brookfield CP Just for Laughs Cadillac Fairview Dare Foods Kraft Dinner Canada Dry Desjardins Kijiji Canada Goose Dollarama Kokanee Canada Post Eaton’s La Belle Province Canadian Airlines Enbridge La Presse Canadian Armed Forces Fairmont Hotels Canadian Automobile and Resorts Labatt Association (CAA) Four Seasons Hotels Laura Secord Canadian Club and Resorts Leon’s Canadian Space Agency Giant Tiger Lionsgate CSA Group The Globe and Mail Loblaws Canadian Tire GoodLife Fitness London Drugs 18 Our time to grow lululemon athletica Purdys Chocolatier St-Hubert MAC Cosmetics RBC Steam Whistle Brewing Mackenzie Investments Reitmans Swiss Chalet Maclean’s Rogers Tangerine Magna Rona TD Manitobah Mukluks Roots Teck Manulife Financial Royal Canadian Mint TELUS Maple Leaf Foods Sabian