They pivoted their resources to provide Canadians with not only respirators and PPE for the COVID-19 crisis, but also inspirational and uplifting support when their community needed it most.
Brands have wisely pivoted to shift their brand purpose into the spotlight with authenticity at its core.ģM Canada leveraged its purpose to drastically improve brand sentiment on both a local and global level. This year at the 2021 ANA Brand Activation & Creativity Conference, we continued to hear three themes that we have been championing for quite some time now: purpose, simplicity, and creating brand value through every touchpoint.Ī strong brand purpose has always been crucial to gaining market share, but it has become even more important for marketers during the pandemic.
Thought leaders share secrets for effective brand activation strategies
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