When to rebrand
It’s never a good time, but there are plenty of perfect opportunities. In a way, rebranding is like getting a divorce. At some point you realize things are no longer working out with the sweetheart of your youth. Maybe it’s something you did. Maybe it’s no one’s fault. Maybe a single event has prompted a […]
Yield heads for the hills!
No time. No money. No experience, per se. But a whole lot of heart and a thirst to build something great. In March 2015, Yield was approached by the Kiwanis, Kinsmen, Rotary and Lions Clubs of Georgetown to help launch a craft beer festival by the third week in September. Their goal was to work together to create an annual event […]
Yield Reaches the Summit
The International Summit Creative Awards awarded Yield a total of four awards, two gold, and two silver, on behalf of clients, Porsche Cars Canada and the Ontario Medical Association. The awards receive more than 5,000 entries from 23 countries around the world and recognize the creative achievements of small and medium-sized agencies with annual billings […]
Yield checks in with OMA Insurance
Yield Branding is launching their first work for OMA Insurance, the insurance division of the Ontario Medical Association, after winning the account in 2013. The campaign focuses on OMA Insurance’s unique advantages for doctors versus conventional insurance companies. “OMA Insurance is not-for-profit,” says Bruce Palmer, Managing Director at OMA Insurance. “So right away, we can focus our […]
10 reasons a numbered list is a cop-out in thought leadership
Thought Leadership is a declining art, slowly losing the battle against casual blogging and internet minimalism. Desperate for likes and retweets and a higher Klout score, mediocre writers artificially wave shiny objects above the fold, rather than meaningfully advance the intellect of our industry. Until a couple of years ago, our best minds seemed capable […]
Sustaining The Challenge
To be a Challenger Brand takes fearlessness – the audacity to dream, the confidence to begin and the dedication to continue. Throwing down the gauntlet, however, is not where the battle ends. At least as important is the sustained effort that follows, gradually chipping away at the dominance of the market leader, defining a space […]
The Challenger Mindset
For Challenger Brands, the way they behave internally can be as important to their success as the steps they take with their external-facing efforts. In the classic David and Goliath story, our hero’s prowess with a slingshot was crucial to his success. But more important was a realistic appraisal of the situation he faced, fearless […]
The Challenger Begins
Just as genetic mutation is the driver of evolution, so do Challenger Brands create the consumer demand that drives our markets. Without Challenger Brands, categories stagnate. Market leaders stick with what got them there, and shy away from change or innovation. Consumers suffer. Where would the auto industry be without Challenger Brands sparking consumer desire? […]
The Challenger Stance
It’s a tale as old as time. David & Goliath. St. George & The Dragon. Smokey & The Bandit. The Challenger Brand & The Market Leader. To succeed as a Challenger Brand means having to do more with less. You need to be smarter, more creative, more agile and more ambitious. For an agency as […]
Community Foundations of Canada and Yield are partners
The campaign will launch in 2013 as the first step in a multi-year awareness campaign including TV, radio, print and online leading up to Canada’s 150th birthday in 2017. “We were very impressed with Yield and the disciplined approach they take to planning a major communications campaign,” says Ian Bird, President and CEO of Community […]
