Article

Consumer experience

The new brand imperative

The battle for Canada’s consumers continues to rage.
Canadian consumer-facing businesses, new market entrants and global online giants are locked in a fierce struggle for consumers’ attention, loyalty and wallet. Efforts to embrace an omnichannel approach are certainly a move in the right direction. However, Canadian businesses are challenged to keep up with the pace of change—much less the capabilities of far larger competitors.

But that doesn’t mean Canadian companies are out of the fight. Canada’s retailers, consumer product companies and other consumer-focused businesses can still win in the Canadian marketplace. How? By delivering a powerful, positive brand experience that capitalizes on their unique advantage: the physical presence that Canadian consumers still prefer.

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