Dawn of the Corporate SuperCitizen
By Mike Robitaille Yesterday’s business playbook remains seductively simple: make a product, sell it, collect money for it, and spend as little as possible in the process. The game was straightforward: companies held all the cards and the general public was happily oblivious and, for the most part, powerless. Life …
Managing the brand in disasters: Marc Gordon Interview
By Brendan Read When companies are faced with disasters the question becomes how best to respond in order to ensure a customer-accepting customer experience (CX), customer retention, loyalty and brand reputation. This perennial issue came recently, dramatically and tragically back into spotlight with the fatal crashes of two Boeing 737 MAX …
The relatable brand comes of age
By Stephen Shaw The rapid growth of direct-to-consumer (DTC) brands may seem like a replay of the dot-com bubble in the Web 1.0 era. But what makes this new generation of DTC brands different is a genuine love for their customers. They have infiltrated just about every consumer category—clothing and …
Trust that makes the difference
By Saul Klein Traditionally, focusing on an organization’s higher purpose has been the purview of social enterprises and not-for-profit organizations, or seen as an element of corporate social responsibility with limited impact on business practices. More recently, however, we have seen a paradigm shift in the way customers and employees …
Why community connections matter
By Aleena Mazhar Raptors fever took over Canada in late May and early June of this year. It broke when the Toronto, Ont. team won, for the first time, the National Basketball Association finals on June 13. We knew we had something special as soon as the playoffs started, but …
Proof Inc. celebrates 25 years as a leading North American agency
TORONTO–Today, Proof Inc. marks its 25th anniversary as a leading public relations and public affairs agency with operations in Canada and the United States. “The Proof family has now reached almost 200 team members across our five North American offices. We’re grateful to our inspiring clients and dedicated staff for …
Fewer than half of Canadian businesses are equipped to recover their reputation in a crisis
Study uncovers a notable gap between awareness of reputation risks and robust issues and crisis management TORONTO–The majority of Canadian companies say they aren’t adequately prepared to recover their reputation in the aftermath of a crisis, a volatile and complex situation that interferes with an organization’s ability to carry on …