Truemors
Canada invisible as brands go global
Opinion
Barry Artiste, Now Public Contributor
Does it surprise any Canadian that very few can name a product "Made in Canada" Brand?
With Global World Markets and Big Money scrambling to purchase items from Big Ticket to the lowly souvenir, Canada is pretty much left to Dollar Store Status, when even our Canadian Flag is Chinese made. With a Q&A session held, respondents could only identify two items, our Beer and Air Canada identified as Made in Canada Brand, many forget our Canadian Money is made in Canada, at least for now, until some government bureaucrats outsource that as well.
It is any wonder Molson's Canadian Beer and Air Canada were the Number #1 Globally Identifed Brands, both, when taken Liberally, will make you "Higher than a Kite, Make you Feel Like Superman, Get You Laid, Make you Sick, and Regret all of the Above, once you come back to Earth"!
Most international shoppers draw a blank when asked to name products, companies or brands they associate with Canada -- the result of years of branding neglect by Canadian business and government, a leading marketing scholar says.
Nicolas Papadopoulos, a marketing and international business professor at Carleton University, chastised the lackadaisical approach to branding Canada in a speech last month in Ottawa.
Mr. Papadopoulos told the audience 65% of respondents in a 15-country survey couldn't think of a thing when asked about Canadian business. "The incidents of 'blanks' is highest for Canada, by a wide margin," he said.
Only 17% could identify a brand; Molson and Air Canada led the pack.
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May 16, 2008 at 09:53 am by Barry Artiste, 1205 views, 30 comments
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Comments (30)
at 11:51 on May 16th, 2008
I come from the UK and I can't think of any other brands that stand out around the world as Canadian, maybe Scotiabank
at 18:35 on May 16th, 2008
The Scotiabank in name only, from what I know, Scotiabank, Canadian tire and other big corporates all have offshore head offices in the netherlands and bank accounts in the caymans. They are Canadian in name only, for tax purposes of course, much like our ex prime minister Paul Martin, his assets in his shipping industry are all flagged offshore, you would be surprised how many in Canada do this for decades, National Post Diane Francis has written books on these scams, opening a can of worms amongst Canada Captains of Industry .Check it out if you for yourself.
at 11:58 on May 16th, 2008
Hmm. The Bay?? Perhaps not something that people around the world are familiar with.
at 18:38 on May 16th, 2008
Unfortunately Rachel the Bay is in name only as well. 9% of China's import head to the Bay, Zellers and Walmart, virtually all the stock merchandise in the Bay is non Canadian made
at 19:02 on May 16th, 2008
Guess not then.
How about the CBC? Would the august broadcaster count? Or am I opening a can of worms here?
at 19:24 on May 16th, 2008
Holy Crap Rachel, I forgot about the CBC. When I was overseas with the Military, believe me CBC broadcasts were Gold in a desert of silence.
at 12:18 on May 16th, 2008
People used to associate Roots clothing with Canada I think. Especially as they were the sponsors of many Canadian Olympic athletes. I'm not sure how many others are aware of that though... maybe it's just us Canadians.
at 18:48 on May 16th, 2008
Roots again is Canadian in name only, there was a time early on most of the products were Canadian, but alas, they too have fallen to Asian Markets for the merchandise. Even the Canadian Maple Leaf lapel pins Members of Parliament and on sale to the public wear are from China. As I said we are selling our Birthright in Manufacturing down the proverbial Toilet. We used to be World Leader along side the US in Manufacturing, and now we are pretty much on the bottom, thanks to consumers looking for that Big Yellow Smiley Face or lowest price regardless of quality, hence why we begrudgingly accept poison pet food, lead and mercury in everything from toys to flatware and dinnerware and pots. Not to mention all multivitamins are produced in China, as well as 60% of the seafood, produce and other foodstuffs come from China, from carcinogeon laden fish farms as well, if we talking seafood, Captain Highliner is in Canadian Name only, they get their seafood from China, Vietnam, as well as Russia, who fish in the China Sea as well. Food for thought, the best way to render a potential enemy is to kill them with kindness, in the case of China, contaminated food and merchandise into our bodies and genes, which we will pass onto our children for generations to come. One aspect of my profession is Toxicology as well as Human Risk Assessment and Environmental Health, the stories I could tell.
at 19:02 on May 16th, 2008
Though this doesn't really constitute a brand, I'd say Canada has been quietly developing a reputation within indie music circles the past few years. Bands like Arcade Fire, Broken Social Scene, Wolf Parade etc. are all doing interesting things in music and getting some 'spek for it. Hopefully it continues.
at 19:22 on May 16th, 2008
Thanks Rob for another perspective I overlooked. Music all Canadian at least is ours and no one elses, Actors as well the Jim Carreys, Michael J Fox's etc. Unfortunate when it comes to Atheletes in the Olympics, rare are they Canadian born but transplants, but then when it comes to medals, we'll take what we can get,
Again thanks for the comments and GS
at 13:48 on May 17th, 2008
Too bad we don't put a Maple Leaf on all the pot we export. We could trademark "BC Bud" and sell it in baggies with nice red Maple Leafs on it. I guess if you throw in Pamala Anderson and some of our great petrolium products we could be known as purveyers of "Ass, Gas and Grass"!
at 13:53 on May 17th, 2008
Thanks for the comments East, that was HIGHLARIOUS!!
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PortPower79at 15:09 on May 17th, 2008
Molson Canadian, as enjoyed on a Frontier Airlines flight from Kansas City Missouri to Sacramento, California.
PortPower79 has contributed a photo to this story.
at 15:25 on May 17th, 2008
Me and a few of my friends from Buffalo drove up to Montreal to see the Sabres v. Canadians game. Afterwards we went a little Export crazy (my favorite beer!). Love the branding on it too!
Matt McGurn has contributed a photo to this story.
at 16:03 on May 17th, 2008
Barry Artiste, I like this story. It's good stuff.
I would at least like to see our flag made here. Very sad it is!
at 16:18 on May 17th, 2008
Thanks to everyone for your comments,
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cblairportat 18:02 on May 17th, 2008
PGM collection - Air Canada 400th scale models
cblairport has contributed a photo to this story.
at 18:11 on May 17th, 2008
Thanks CBL, but unless that Air Canada plane was made in the 1960s or 1970's chances are by looking at the underside you will find it is "Made in China!" And by performing a Ghost Wipe on the plane, lab analysis would conclude it contains Lead in it's construction or Lead Paint to boot.
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sfgirlbybayat 18:26 on May 17th, 2008
well, this is me..so i guess i was there!
sfgirlbybay has contributed a photo to this story.
at 18:26 on May 17th, 2008
serious issue- good work
at 19:14 on May 17th, 2008
Barry Artiste, I like this story. It's good stuff.
How about Corel are they not of Canadian origin?
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vgonz12at 19:15 on May 17th, 2008
I was waiting for my flight back to Miami from NYC and the sight of this beautiful plane caught my eye. It was one of those moments that was just right to take a picture.
vgonz12 has contributed a photo to this story.
at 19:49 on May 17th, 2008
This was the wall in my hallway. That's what musicians do.
gypsygypsy has contributed a photo to this story.
at 20:17 on May 17th, 2008
Thanks everyone for your comments, it is most appreciated as are the photos. As for Cowpland and his Corel software, granted a Canadian product, no one wants. His wife Marlene I think her name is, was the Toast of the town more so than Michael, her frequent forays into Holt Renfrew purchasing enough fashions to outfit a small country are legendary
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RegAviationQueenat 10:14 on May 18th, 2008
I took this shot at Seoul's Incheon International Airport.
RegAviationQueen has contributed a photo to this story.
at 10:23 on May 18th, 2008
Thanks so much for the photo RegAviationQueen, it does one good, with pride to see a Maple Leaf, just wish that pride extended to keeping Canadian Manufacturing alive in this Country too.
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Casey Veranthat 15:03 on May 18th, 2008
An Air Canada 767 landing at St. Maarten in the Caribbean
Casey Veranth has contributed a photo to this story.
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calvinwallaceat 15:34 on May 18th, 2008
Promotional photoshoot for upcoming 777 part deux party this summer in Edmonton, AB, CAN. Sponsored by Molson Canadian.
calvinwallace has contributed a photo to this story.
at 15:43 on May 18th, 2008
Thanks to you all on your contributions on this story, it is very much appreciated
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Banana Nut Brainat 17:12 on May 18th, 2008
Taken in Mexico City on June 2003...I think they only fly A319s now
Banana Nut Brain has contributed a photo to this story.