Marketing Trendz Volume 24 Spring 2019 Edition Sample

M ARKETING TRENDZ
V O LU M E 2 4 S P R I N G E D I T I O N 2 0 1 9
EXPERIENCE THE EVOLUTION OF
THE “MEET YOU THERE” MOMENT page 3
Deviating from the norm, Cadillac Fairview establishes a new brand signature page 6
Just Do It. Think Different. These
seemingly benign words instantly
conjure up images of high-
performance sneakers (for the former)
and tech innovation (for the latter).
That’s what Nike and Apple, some
of the world’s most iconic brands,
are able to do. Taking inspiration
from them, Cadillac Fairview (CF)
developed a distinct signature of its
own as an expression of its brand
promise: “Transforming Communities
for a Vibrant Tomorrow.” Designed
as a guiding principal, this is the CF
team’s approach to creating, shaping,
and executing all of its programs and
engagements, including in-property
experiences that connect people,
places, and communities across
Canada. Strategically positioning its
brand among market leaders, CF’s
“Meet You There” conveys its focus
on creating experiences and exploring
the future.
The new brand signature was
launched late last year via video
across three social channels: Facebook,
Instagram, and YouTube. Considered
phase one, the video release acted
as an introduction to the concept
and reinforced Cadillac Fairview
as an experience-led brand. From
mundane and moving through the
motions to magical and moving
aside the fridge and furniture, the
clip shows two women separately
discovering a portal-like entrance
into a CF property.
The one-minute video, which ends
with something of a cliffhanger with
the viewer having more questions than
answers, is the result of a collaboration
between CF’s internal team and several
of its agency partners, including Ideo
in San Francisco, Bleublancrouge in
Winston Hills Backs the Arts
Mummy Mornings
at WestCity Boost Traffic
Charlestown Square Tunes
In and Dishes Out
page 9
Surf's Up and Summer's
On at Robina Town Centre
page 14
Eye on Design: The New
Co-working Space Trends
page 18
Webmasters
page 22
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