Canada – A Brand Community in Progress

Fellow Canada Lovers! Are we lucky or what?
“What a country,”  I often tell complete strangers at farmer’s markets, shopping malls or pubs.
“Yes, it is a lovely country,” they almost always reply. Then they ask me where I’m from.
“I’m from here. And I still think it’s a great place to call home.”
What a brand Canada is. From the flag that depicts the sweetness we can pull right out of the trees, to the national anthem that has a title based on genuine surprise – Oh Canada, indeed!
What a suprising country. So diverse. So resilient. So inclusive, in spite of our sometimes ill-conceived attitudes about what diversity is all about.
And so ready to apologize. Sometimes so quickly, one is left to ponder the transgression itself. Other times, so slowly, one is left to ponder if another aplogy for our tardiness is not also in order.
Canada, the brand, looks and sounds great.
But does it deliver on its promises?
That is a work in progress.
And I’m proud to keep working at it with the rest of you Canucks.




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 66 posts and counting.See all posts by Wayne S. Roberts