Everything is brand

What is a purpose driven brand? From environmental, societal, and charitable efforts - there are many ways for brands to build meaning into their business. And the data tells us people are looking for conscientious companies to shop with, and work for. Let's talk about what it means for a brand to lead with purpose - ranging from pharmaceuticals, to clothing and energy. Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on June 29th, 2022.

Loyalty programs allow us to pick up rewards with our coffees, trips, and clothes - and they also allow companies to gather data about us and our purchases. What data are we willing to share? When does the cost of privacy outweigh the benefits of points and perks? We cover #TimHortons, #Aeroplan, and how loyalty and data both play an important part in building brand trust.  Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on June 15th, 2022.

When it comes to a brand's values, messaging, and impact - are consumers holding them accountable? And how can they?As ESG - Environmental, Social, and Governance - has made its way to the forefront, brands are under pressure to make their positioning known. But what is a brand promise with no action behind it? Let's talk Chik-Fil-A , Unilever, and corporate karma.Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on May 13th, 2022.

Content and how we consume it has changed.  How can brands get - and keep - the attention of their audience? What content formats are compatible with our fast-paced lives? From articles to audio, Clubhouse to TikTok, we take a look at what content consumers are craving, and how brands can adapt to best serve their audience. Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on April 29, 2022.

Web 3 is the next iteration of the internet. Is it coming quickly? Is it going to change the world? The simplest way of describing its evolution would be the following: Web 1.0: ReadWeb 2.0: Read, writeWeb 3 (3.0): Read, write, ownWhat does decentralization of the worldwide web mean? And more importantly, what does it mean for brands moving forward?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on April 22, 2022.

Is your target audience in different age groups? Branding for all ages—from baby boomers to gen Z and alpha—has its own set of considerations and requirements. Do all brands meet the need?Does intergenerational branding bring any advantages? How can we make sure that brands can attract audiences from multiple generations? When a brand is launching, is it better to target a specific audience or go broad?   This week we talk about Tiktok, Canadian Tire and even Facebook and their strategies when it comes to attracting multiple generations.Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on April 1st, 2022.

This week we talk about some of the dilemmas brand face on social media. As brands try to navigate social media, there are a lot of issues and roadblocks that can arise, from influencers going rogue to brands being misinterpreted.Are brands at risk when they have a spokesperson/ambassador? How should a brand react when an influencer says something out of line?  Are brands taking advantage of outspoken people to gain influencers and is this the right way to go? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on Monday 21st, 2022.

Ipsos recently released their list of “The Most Influential Brands in Canada” for 2021" - so we're talking about it with the author and storyteller of the list: Steve Levy. Our discussion will highlight some of the key attributes of the top brands and expand on the multiple elements that drive influence. This year, Google again tops the list. But, most of the Top 10 have a very strong digital presence, regardless of their industry. The three biggest gainers are TikTok, Skip the Dishes and Loblaws. Below, you'll find this year's list in order of appearance:GoogleAmazonYouTubeAppleMeta (Prev. Facebook)MicrosoftNetflixVisaPC OptimumWalmartJoin us as Brad Breininger discusses the list with Steve Levy in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on March 4th, 2022.Source: Most influential brands in Canada 2021, Ipsos.Want more insights? Hear what the CMOs from Canada's Most Influential Brands have to say.

This week we talk about what a merger or acquisition can mean for a brand.  Recently, there have been multiple mergers and acquisitions in different industries. Some of the most recent examples are: Microsoft and Activision/Blizzard Merck and Acceleron Intuit and MailchimpEven some older ones - like Disney + Marvel - are still having an impact on their brands. What does this “coming together” mean to the involved brands? Does it affect their equity and reputation? Does the big brand usually absorb the smaller one? Or is it better to keep the acquired brand as it's always been?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on February 4th, 2022.

This week, we expand on one of the hottest topics for this year: NFTs.  Although there's recently been a lot of volatility in cryptocurrency, NFTs— or Non-Fungible Tokens—are stronger than ever.Are brands ready to jump on the NFT bandwagon? What are brands like Coca-Cola, Taco Bell, Gucci and McDonalds doing? Is this something for brands of all shapes and sizes? Are NFTs only for art collectors or are there a wide range of other purposes?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on January 26th, 2022.

Welcome to the first edition of Everything is Brand in 2022, our third season! Everything from NFTs to crypto, to the metaverse, micro-influencers and video. A lot is potentially coming up for brands and their marketing strategies. We talk about some of the things that will become bigger in 2022.  Are brands ready to navigate through these changes? How can brands be prepared for what's coming? Some of the topics we cover during this episode:NFTsCryptocurrency and its impactThe metaverseInclusive and topical marketingCustomer service speed expectationsVideoMicro-influencersCrowdsourcing contentHumanizing brandsSocial media advertising (Tik Tok)Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on January 7th, 2022.

2021 has sped by like a blur – and it's been quite the ride, again!Like our 2020 wrap up last year, this episode is all about the key themes and trends that we noticed during the #year2021.  Everything from the continued rise and influence of social media to the importance of partnerships, digital footprints, the importance of people, working from home - and more. What's very clear though is that things have changed - forever.Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on December 10th, 2021.

When is a brand is not the brand? With the rise of marketplaces and partnerships, sometimes the brand that you're seeing is not the brand that it is... More and more, brands are turning their websites and the way they come to retail into marketplaces: Walmart, Best Buy, and even Hudson's Bay.  What's happening is that a lot of times, we're seeing these huge brands, but actually purchasing from smaller brands without actually realizing it.  That might affect crucial aspects of the buying process like returns, shipping, and even the prices. Is this a good or a bad thing? And is this affecting their reputation negatively?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on November 15th, 2021.

How important is branding to the big banks? Does it make a difference?When big banks rebrand - like CIBC just did - what are the most important aspects? Is it the logo? Is it the story they tell? Is it their history? Or, their place in the Canadian and global markets? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on November 2, 2021.

Facebook is rebranding. Its new name is Meta, and it seems it's here to stay. With everything that's going on with the company, we have a bunch of questions: Can a rebrand help Facebook? Does it hinder them? Does Facebook need saving as opposed to helping? What's the reason behind the rebrand? Is this a strategy to carve Facebook off and focus on some of their other properties and initiatives?  And is it too little, too late at this point?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on October 29, 2021.

This week we want to revisit a topic we covered last year—Brand trust.  We believe we are at a point where we can evaluate the effect of the pandemic on brand trust. We also take a look at the updated Gustavson Brand Trust Index report and talk about what's changed in a year.  Did the pandemic effectively have an effect on brand trust? What did we discover in this year's report? How has the pandemic affected big corporations like Bell, Telus, or Amazon? And how has it impacted the smaller brands?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on October 15, 2021.

With vaccine passports on the horizon, the government is talking about issuing QR codes to facilitate a “quick response” to get into places like restaurants and other public establishments. To some, this represents a resurgence for the trusty QR code - but is this comeback really a comeback? Or has this technology been used in multiple ways over the years? Is North America just behind the rest of the world?  Are there any security concerns involved? What's changed since the QR technology was created? Also, are there other opportunities to using these codes?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on October 1, 2021.

How can brands deal with digital ID?  In Canada and around the world, people are talking about vaccine passports - and digital IDs in general. Governments, organizations, and brands will need to adapt to these changes too.How important is it to transform your business to incorporate these new directives? Is it more difficult for small and medium businesses compared to big corporations? How do brands need to think about their communication plans and prepare for these changes? And what role do companies like Yelp, Facebook and Google play?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on September 17, 2021.

More and more, personal brands have become integral to the marketplace - for influencers, politicians, and any other person or organization. Are personal brands part of life going forward? What does a personal brand really entail? What's the difference between a personal brand and a corporate brand? Does everyone need one? And, what do social channels like TikTok or Twitter have to do with the way you manage your brand? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on September 3, 2021.

As sustainability gets more and more important, we ask the question: Are brands greenwashing? What is greenwashing? Why was it created? Are brands making themselves seem more environmental than they actually are?  And is sustainability from the brand perspective pure marketing?We talk about this issue and how it's affecting current brands, like H&M, Ikea, McDonald's, etc. Are these brands really doing something for the environment? Who is going to challenge their statements? And in reality, how truthful are keywords like "responsibly made", sustainable, eco-friendly, antibiotic-free? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on August 20, 2021.

This week, we're talking about how events have changed, based on how the world has changed. With an event as huge as the Olympics having to navigate around Covid, how different are things now?No spectators, fake audiences, virtual tradeshows, and so on. Will these be part of a blip in time? Are things like these going to continue moving forward?  Or will online options thrive in the future? What about audiences, have they changed?  Have they adapted? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on July 23, 2021.

This week, we're talking about how to navigate brands in these tumultuous times. With things changing so quickly, multiple brands and organizations are asking the same question: Where do we go next?Brands are operating in a world where things are changing rapidly. Whether we're talking about changes to healthcare, changes in what is acceptable and what isn't, even cultural changes, that put us in a different way of thinking. How do brands manage all of this? How do brands and organizations continue to make sure that their values, messaging, and positioning are all aligned to what's important to society and their audiences. Are brands changing fast enough? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on July 9th, 2021.

This week, the Zync team talks about privacy with a special guest: Andrew Di Lullo - managing principal of Listrom Di Lullo (listromdilullo.com)We'll talk about privacy and beyond, and what brands need to do. Apple drew first blood with iOS 14.5 and the new tracking consent requirements it has. In the other court, Facebook and some of the other advertisers punching back. On top of that, Bill C-11 is on the horizon in Canada to take privacy laws to the next level. Is strengthening privacy laws good for the end-consumer? For brands? Join us as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us at zync.caThis episode was recorded on June 25th, 2021 

This week, we're talking about how brands make money and the freemium model. It's been mostly applied to apps, but does it work for other businesses and brands as well? Will people pay to play or use a service that's historically been "free"? Whether it's an app or a game, or even in retail, does offering things for free, where people pay later work? Do you pay for Twitter? What about Youtube or Linkedin? Is it a matter of strategy?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on June 11th, 2021.

This week, we're talking about how we're going to move from the online world back to the offline world - and how brands can readapt to a new version closer to where we were before.There's been a huge move to online because of the pandemic. What happens when this is all over and we move back to in-person? Will we ever go back in full force? How has this affected our routines? And, how should brands react? Will there be a bigger connection between online and offline in the future?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on May 31st, 2021.

This week, we're talking about the power of clear communication. It sounds really simple, but is it?Let's be clear (no pun intended): We've really had a lens shine on the importance of clear communication because of everything that's been going on over the last year. Coming up with simplified messaging, that helps people understand exactly what a brand wants to get across is critical, but what is the secret to it? Is it an achievable end or is it impossible to be 100% to everyone? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on May 14th, 2021.

This week, we're talking about brand "voice". When you build a brand, most people think about what it's going to look like, but do you think about what it's going to sound like?What about the tone and cadence of the messaging - how important are those to the success of the brand? Can multiple layers to the tone work for your different audiences, or do you need to keep the voice perfectly consistent? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on May 1st, 2021.

This week, we talk about how  important branding has become to healthcare. Has the merging of healthcare and tech influenced this change?In the past - outside of the pharmaceutical industry - healthcare hasn't had a huge focus on branding. As we move into the merge of healthcare, wellness and tech (wearables, new elements of healthcare, concierge services, etc.), has branding become crucial to its growth and ongoing evolution? Has the pandemic had a big influence on this change? Where do virtual medicine, integrity and trust fit into this trend?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on March 31th, 2021.

This week, we're talking about voice, audio and new audio-based social media platforms - and how they enhance brand.Since 27% of the global online population is using voice search on mobile, how important is sound to brand overall? Are brands taking advantage of the full spectrum of benefits that sound and audio can bring? Are partnerships important? Maybe we should ask Alexa! Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on March 19th, 2021.

This week, the Zync team talks about trademarks with a special guest: Andrew Di Lullo - managing principal of Listrom Di Lullo (listromdilullo.com)We'll explore what a trademark is and why it's important. What can brands trademark - just their name or logo? Should trademarks be registered in Canada/North America or globally? And finally, what are the best ways to proceed to get a trademark - and what are some of the potential issues?Join us as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us at zync.caThis episode was recorded on March 5th, 2021 

This week, the Zync team talks about the cost of content. Some countries around the world are implementing legislation on how social media platforms should be paying for the content they publish. Australia is spearheading these efforts, with Canada and the UK on their way as well.Should digital behemoths like Facebook and Google be paying for the content they post? Does news belong to the organizations that are publishing it? Are news outlets just using these platforms as distribution channels? And, most importantly, what is the societal cost of where news reporting is heading?Join us as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us at zync.caThis episode was recorded on February 26th, 2021

This week, the Zync team is joined by Chris Barret, CEO of Operatic Agency to talk about the current conflict between Facebook and Apple and the new iOS privacy settings change. Is this a positive change or not? What's the difference between opting in and opting out? How will this affect small and medium businesses versus big corporations? Is Apple on the right side of history or is Facebook right in fighting back?Join us as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us at zync.caThis episode was recorded on February 19th, 2021.

This week, we're talking about brands becoming the standard - when their names become generic or they become something much bigger than where they started.Are brands like Kleenex or Google at the top of the "branding process"? Is this the ultimate brand goal? Is it positive that people "google" things, or "windex" their windows (even if they’re using Bing or NoName)? Or are there negative aspects as well?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on February 12th, 2021.

This week, we're talking about brand ownership - who does your brand belong to? To you? To your customers/clients? To the general public?There's a lot of different opinions on this and we’ll discuss many of them. In the end, is it not about ownership at all, but more of a partnership between the brand and its supporters?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on January 22nd, 2021.

This week, we explore a range of questions: Can brands build community? Do they have a responsibility to reach out to the communities they are in? Is community building good business?Whether it’s the community that brands are in, their online community, or their social community how far does their influence go?Are big brands like Walmart, TD Bank and Twitter doing enough with their communities? Can the current community building going on with Reddit and GameStop change the game in the financial world? Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us at zync.ca.This episode was recorded on January 29th, 2021.

This week, we're talking about the good, the bad - and the ugly - when it comes to branding or rebranding. For example, have you seen Burger King's new brand? Is it a "hit" or a "miss"? What about General Motors, Pfizer or Kia? What's the strategy and where are they going with their new brands?Join our Zync brand experts as we discuss these questions - and more - in this week's episode of #EverythingIsBrand. For more on brand, connect with us through zync.caThis episode was recorded on January 22nd, 2021.

This week’s question is “who owns social?”- is it the platforms themselves, local governments or the entire global community? What do you think? Join our Zync brand experts to find out our thoughts in this week's episode of #EverythingIsBrand.This episode was recorded on January 15th, 2021.For more on brand, connect with us through zync.ca

Welcome to our first #podcast of #2021 and the start of the second #season of Everything is Brand! This week, we talk about the new app in the house: #Clubhouse! Are you in the club? What do we know about it? What's the #buzz? This new, private, invite-only social media platform is built on a couple of foundational elements: Exclusivity and fleeting content. Is exclusivity a good thing? Is this audio-only concept rife for discrimination or bullying? Is saying what you want without any record a positive direction? Is this a space where a different kind of content can transcend? What are your thoughts? Listen to this week's episode of #EverythingIsBrandThis episode was recorded on January 8th, 2021.For more on brand, connect with us through zync.ca

The last episode of #2020! This week we are talking about what we see coming up for #2021. Building your ECommerce presence, diversification, inclusion, efficiency, customer focus; these were some of the great lessons 2020 left brands. What should brands focus on 2021? And what could they do to transition back into a little bit of normalcy? Should brands be bolder? What about co-branding and partnerships? Is this a good time to review/align their #digitalfootprint? Listen to the last #EverythingIsBrand of 2020 and learn more!

2020 is almost over –or so we think– and it has been quite the ride! So this episode is all about what happened during the #year2020. Of course, #COVID was one of the biggest influences on brand that we had this year, but besides a global pandemic, there were other lessons that we learned on the way. Join us for this weeks discussion to find out more!

Do brands purposely create rivalries to increase attention? How important is it to enhance the overall story so that all brands benefit? From #Coke and #Pepsi to #Playstation and #Xbox, brand wars have been going on for a long time - and the truth is everybody wins. Join us for this weeks discussion to find out how!

This week, the Zync team talks about building emotion into your #brand. What does emotional branding mean? What are the most important elements? Does every brand need to find a way to build emotion into their strategy to be authentic? Is it possible to have too much emotion? Listen to this week's podcast and find out more about #branding with #heart

This week the Zync team talks about whether your brand is humble or arrogant. Where do you fall on the spectrum? What does a humble or arrogant brand even mean? What side is your brand on - and is having an arrogant brand always negative? Is being humble always positive? In the end, you have to define where your brand needs to be.Listen to this week's # EverythingIsBrand to learn more!

This week, the Zync team talks about preparing your brand for next year. Considering the ups and downs we’ve had in 2020, everyone has their sights set on 2021. What do you need to be doing now in order to get ready? Do we really know what to expect? Are we just living a new normal? How have audiences changed?These are some of the things we'll discuss during this week's #EverythingIsBrand.

This week, the Zync team talks about brand naming. What's in a name? How do you find the right one? And, what are the key considerations - do you invent a word, describe your service, combine words, or is there more to it than that? For most, domain availability and social media handles are key factors in the decision, but we also discuss the other factors brands need to consider when choosing a name. Join us for this week's discussion!

This week, the Zync team is joined by Blair Mlotek and Irina Lerner from CleoSocial.com to talk about mapping the right platforms for your brand - including social media, Google and YouTube. Which ones work best? What if you're B2B or B2C, product or service based? How can you monetize? Join us for this week's discussion with our special guests!

This week the Zync team talks about rethinking brand engagement, as we continue to go through a COVID-19 pandemic. How do we come up with fresh ideas to connect to our stakeholders? What kinds of decisions do brands need to make before thinking of solutions? Do brands need to reevaluate their goals and plans? Have audiences changed? What about budgets? Listen to this week's Everything Is Brand to find out more!

This week, the Zync team asks the question "Is branded social media authentic?". With the rise of influencers and more targeted brand placement, social media is becoming a more important part of the marketing plan. But, can we believe what we see and hear? Is content being compromised? And, are influencers just looking to make money? Join us for this week's discussion!

This week, we talk about trust - and how it’s connected to brand. We reference the 2020 Gustavson Brand Trust Index from the University of Victoria to discover the most trusted brands in Canada. Are brand and trust closely related? Can trust be bought? And, what is its relationship with brand awareness? Join us for this week's discussion to learn more!

This week, we take last week's topic to the next level and talk about building an internal brand. What are the important elements of an internal brand? How important is involving the whole team? Is an internal brand launch plan really necessary? Why are internal brand ambassadors so important? Join us for this week's discussion!

This week, the team talks about how employee engagement levels help accelerate and support brands in the marketplace. How does internal culture drive that engagement? How important are employees to the brand equation? How aligned is management and the front line team? Join us for this week's discussion!