Marketing and Brand Research

Your brand is what you want people to believe about you.

We look at brands like strategic planners. Every brand has a unique DNA. Whether a new brand, a brand refresh or reinvention, or a new campaign to drive a growth strategy, we bring fresh eyes and an innovative set of quantitative and qualitative approaches.

For your brand to work, you need to know if your brand is:

  • Relevant: What is relevant about your brand to people, both functionally and emotionally?
  • Believable: What are people willing to believe about you today and tomorrow?
  • Unique: What can be unique about you in a competitive context?
  • Motivating: Of the attributes and associations that are believable, relevant and unique – which are the most motivating?

We answer these questions with a tailored brand model that is highly actionable. It isn’t good enough just to tell you what your brand represents to people. A great brand model helps you turn that into marketing strategy and maximize your spend by audience and channel to achieve better returns.

Latest Articles on Marketing and Brand Research:

November 18, 2021

‘Tis the Season for Snow Tires

A new online poll of 1,657 licensed Ontario drivers conducted by INNOVATIVE on behalf of 407 ETR from October 26th  to November 1st, 2021, finds that […]
July 27, 2021

Gen-Z Drivers in Ontario are Ready for a Road Trip, but They’re Feeling Less Confident Behind the Wheel

A new online poll of 1,647 licensed drivers conducted by INNOVATIVE on behalf of 407 ETR from June 15th to 21st, 2021, shows that Generation Z […]
September 14, 2020

The Impact of the WE Charity Controversy on the WE Brand

Looking at the WE controversy from the WE Charity’s perspective, a recent INNOVATIVE poll finds significant damage both to its reputation and its funding potential.
October 27, 2019

The Boeing 737 Max 8 Controversy’s Impact on Brand Choice

The Boeing 737 Max 8 controversy shows not only a negative impact on consumer choice, but also on Boeing’s global brand position.
April 27, 2018

Tim Hortons: A Bad Situation Made Worse

Corporate reputation is hard won and easily lost. Recent changes within Tim Hortons resulted in a damaged corporate reputation.
June 13, 2014

Northern Gateway, Enbridge Works to Fix a Broken Brand

Greg Lyle argues that wider public consultation and the series of Northern Gateway ads launched last fall that feature Ms. Holder have had a positive impact in some quarters.
November 28, 2011

In charity, Canadians trust

Even after the economy gets better and people’s pocketbooks are fuller, Canadian charities could still have trouble raising money.
July 28, 2011

Trends in Canadian Fundraising

Canadian FundRaiser | INNOVATIVE Study With the growing level of sophistication in professional fundraising and the increased competition for donor dollars and volunteers, the Trends in Canadian […]

Latest Articles on Marketing and Brand Research:

November 18, 2021

‘Tis the Season for Snow Tires

A new online poll of 1,657 licensed Ontario drivers conducted by INNOVATIVE on behalf of 407 ETR from October 26th  to November 1st, 2021, finds that […]
July 27, 2021

Gen-Z Drivers in Ontario are Ready for a Road Trip, but They’re Feeling Less Confident Behind the Wheel

A new online poll of 1,647 licensed drivers conducted by INNOVATIVE on behalf of 407 ETR from June 15th to 21st, 2021, shows that Generation Z […]
September 14, 2020

The Impact of the WE Charity Controversy on the WE Brand

Looking at the WE controversy from the WE Charity’s perspective, a recent INNOVATIVE poll finds significant damage both to its reputation and its funding potential.
October 27, 2019

The Boeing 737 Max 8 Controversy’s Impact on Brand Choice

The Boeing 737 Max 8 controversy shows not only a negative impact on consumer choice, but also on Boeing’s global brand position.
April 27, 2018

Tim Hortons: A Bad Situation Made Worse

Corporate reputation is hard won and easily lost. Recent changes within Tim Hortons resulted in a damaged corporate reputation.
June 13, 2014

Northern Gateway, Enbridge Works to Fix a Broken Brand

Greg Lyle argues that wider public consultation and the series of Northern Gateway ads launched last fall that feature Ms. Holder have had a positive impact in some quarters.
November 28, 2011

In charity, Canadians trust

Even after the economy gets better and people’s pocketbooks are fuller, Canadian charities could still have trouble raising money.
July 28, 2011

Trends in Canadian Fundraising

Canadian FundRaiser | INNOVATIVE Study With the growing level of sophistication in professional fundraising and the increased competition for donor dollars and volunteers, the Trends in Canadian […]