Brands as people: Where courage and fear meat

Brands, like people, are inherently risk-averse. The reality is that life preservation is burned into our DNA, as natural selection takes care of those that jump off too many cliffs—or metaphorical cliffs, as far as brands go. We’ve all worked through brand voice and personality. However, as seems to always be the case with the Internet, things are moving to the extreme or absurd (depending on your perspective). Brand personality is so twentieth century. We’ve got a new stretch to the brand continuum: brands as people.

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Idea Catalyst™: Research and Analytics

The foundation of great ideas is knowledge—and that’s where GCI Canada comes in. Everything we build, we build on a foundation of research.  We have proprietary and syndicated research planning tools, access to digital and social media analytics platforms along with measurement and tracking programs, all of which fall under GCI Canada’s Idea Catalyst™ division. 

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