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:

February 25, 2024

Canadians Reach Boiling Point on Quality of Life

A new INNOVATIVE poll finds that Canadians’ satisfaction with their standard of living has plummeted over the past two decades. Satisfaction has dropped across every generation, […]
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 […]
May 28, 2021

Local health providers, hospitals, and friends and family, will be key to influence vaccine hesitant and resisters

When it comes to connecting with people who remain hesitant or resistant to getting vaccinated, government leaders will need to make way for local health providers […]
May 28, 2021

Young People Closing the Gap with Older Canadians in Willingness to be Vaccinated

The share of Canadians willing to be vaccinated grew from 69% at the end of April saying they would definitely get vaccinated or reporting they are […]
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.

Latest Articles on Marketing and Brand Research:

February 25, 2024

Canadians Reach Boiling Point on Quality of Life

A new INNOVATIVE poll finds that Canadians’ satisfaction with their standard of living has plummeted over the past two decades. Satisfaction has dropped across every generation, […]
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 […]
May 28, 2021

Local health providers, hospitals, and friends and family, will be key to influence vaccine hesitant and resisters

When it comes to connecting with people who remain hesitant or resistant to getting vaccinated, government leaders will need to make way for local health providers […]
May 28, 2021

Young People Closing the Gap with Older Canadians in Willingness to be Vaccinated

The share of Canadians willing to be vaccinated grew from 69% at the end of April saying they would definitely get vaccinated or reporting they are […]
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.