Canada Goose Flies South: So What?

With yesterday’s announcement that Canada Goose Inc. (CG) has sold a majority stake to U.S. private-investment company Bain Capital, another great Canadian brand falls into the hands of dreaded American raiders. What will happen to this cherished brand now that a big U.S. equity firm controls CG? How will its loyal brand community react?

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Wayne S. Roberts

The Globe and Mail calls Wayne S. Roberts "an ad industry provocateur." Maybe its because he's never seen the point of playing by the ad game rules that place awards above results, while offering spec work instead of real value to win accounts. Throughout his career, Wayne has maintained a defiantly independent streak characterized by his insistence that agencies must be honest, direct and passionately invested in their clients' success. His pioneering work in espousing the brand community perspective has been a touchstone of his belief that branding is more than just logos, websites and ad campaigns; it is the fundamental way human beings connect with each other to create communities and launch movements that have changed our world.

Wayne S. Roberts has 49 posts and counting. See all posts by Wayne S. Roberts

Wayne S. Roberts