Culture

Shouldn’t you be where your Asian-Canadian consumer is hanging out?

Recently, well-known Asian-Canadian artist Rick Tae, talked about the perceptible difference between Asian-Americans and Asian-Canadians. “There is a much louder expression of race and culture in the U.S., likely all the way down to branding and marketing for lack of a better way to explain it,” noted the actor who has produced and acted in [...]

Porsche resurrects the ‘Pink Pig’ for Chinese New Year

Porsche has resurrected a car from its history in celebration of Chinese New Year. The luxury automaker wanted to promote the pre-sale of the 2019 Porsche Cayenne to Chinese Canadians, so it took a little porcine inspiration from Chinese New Year celebrations on Feb. 5, which marked the beginning of Year of the Pig. The agency was [...]

Respecting sub-cultural diversity when celebrating festivals

This year, the Lunar New Year (Chinese New Year), falls on Feb. 5. Did you know the popular greetings “gung hey fat choy” is a Cantonese phrase meaning, “happiness and prosperity?” So, now imagine greeting a Vietnamese or Filipino consumer with the phrase. Let’s assume they appreciate the sentiment but they will no doubt be [...]

The one thing you can do to get more customers

"If you're trying to persuade people to do something, or buy something, it seems to me you should use their language, the language they use every day, the language in which they think. We try to write in the vernacular" ~ David Ogilvy How is that this nugget from Ogilvy, the father of advertising, is [...]

How you can nail Experiential Marketing ?

If you’re out grocery shopping on the weekend, chances are you will be ambushed by several cheery product demonstrators inviting you to sample their wares. That’s experiential marketing in its most basic form. So essentially, experiential marketing aka engagement marketing connects consumers to experience a brand up, close and personal. Remember Red Bull’s Stratos Jump? [...]

How Canadian retailers can thrive on Chinese appetite for luxury ?

“There’s rich, there’s filthy rich, and then there’s crazy rich.” — People.com while reviewing Kevin Kwan’s New York Times bestselling series that reveals the outrageous world of high net worth Asian society with humour and heart. Remember, Canadian funnyman Russell Peters’ sketch about him bargain-hunting in a seedy Toronto mall, manned and frequented by Asians selling knock-off brand name goods? Well, the joke [...]

Five reasons why your multicultural marketing isn’t working

Most brands assume they can make a splash in multicultural market segments with some help from the same agency or boutique that has been handling their promotional needs so far. After all, as humans, we all have similar responses to emotions and biases? Right? Wrong. So wrong. And this is probably why your current ethnic [...]

Does your brand speak to the Ethnic Millennial in Canada?

The “avocado-toast” eating, self-centered "I, me and myself" millennial (born between 1981 and 2000) may be a cliché, but as consumers, this group wields notorious spending power. Now, throw into this already complex mix, the subgroup of ethnic millennials, and you'll need to rethink your marketing plan completely to include tailored messaging. Not to toot [...]

The Untapped Markets: Insights into consumer behaviours of LGBTQ, Indigenous and Disabilities diverse communities

Not a day went by in June without some organization, outfit and brand proudly proclaiming themselves as LGBTQ (Lesbian, gay, bisexual and transgender) friendly. It was, as things are these days, an attempt to ride the coattails of a trending hashtag. It’s the exact same story when it comes to the Indigenous or disabilities diverse [...]

Holy cow! How do you not know this?

A few years ago, the headline of a flyer from a well-known Canadian grocery retailer tucked inside the local paper screamed "Happy Diwali" and below in bold text was written “Diwali Sale." Clearly, the idea was to woo consumers celebrating Diwali, an important festival for Hindus and Sikhs. Skimming through the pages revealed something quite [...]

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