OUR TIME TO GROW

The design and visual themes of this report were created as a metaphorical and literal reflection of our country’s visual, geographical, and geological landscapes. The physical patterns are creative adaptations of geological cross-sections and maps from around the country. The colours and typographic approach used, while reflecting Interbrand’s own brand palette, echo so much of what we love about Canada’s visual legacy, from the paintings of great artists like Norval Morriseau, and the Group of Seven, to our country’s iconic modernist design of the 1950s, 60s and 70s.

In honour of Canada 150, we are proud to share “The Interbrand 150: Iconic Canadian Brands Report—Our time to grow.” This report showcases the influence and impact of Canadian brands, and celebrates 150 companies, organizations and institutions that make us authentically Canadian, some of which pre-date our country’s 1867 confederation.

Brands become iconic when they build a deep emotional connection with people’s values and beliefs, and become inextricably woven into their lives. This doesn’t happen by accident. Brand building is a long and highly orchestrated process that must be sustained over time. It requires deep customer insight, relevant products and services, and an authentic and relevant point of view that inspires and engages a diverse spectrum of people.

In this report, we’re celebrating a broad range of organizations that have helped shape and define the Canadian experience and have made us who we are. Some of those brands aren’t with us anymore, but they do hold a special place in our hearts and we can tell a story about the impact they had on our lives.

This report is also intended to help us understand the role that we, as Canadians, can play in shaping the future. What is our purpose as a country? What is our place in the world in the next 150 years? What will our legacy be as a people? As a nation?

I firmly believe that we are in a moment in time where it does not serve us to be humble. We have so much to be proud of. And so much opportunity ahead of us. As one of the brands on our report clearly stated: “The world needs more Canada.” As we reflect on who we are, where we’ve come from, and what we stand for, this time, more than any other time in our history, feels like Canada’s time to grow.

On behalf of our team, congratulations to all of the brands in this report. You are role models for building culture, sustaining relevance and actively participating in the growth of our great nation.

Canada, it’s our time to grow. Let’s get out there and give-r!

Carolyn Ray Managing Director, Interbrand Canada

We tip our toque to you, Canada!

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Duke Stump, Executive Vice President, Brand & Community, lululemon athletica

“ An iconic brand means caring deeply for the community. At lululemon, through our unique community-led approach, we build authentic relationships and are united in the choice of living an active and mindful lifestyle supporting and empowering all global citizens.”

Table of contents

7 Selection criteria and methodology

9 The Interbrand 150

20 Our time to celebrate innovators

23 Our time to recognize nation builders

26 Our time to shape experiences

29 Our time to design the future

32 Our time to create impact

34 The path to becoming an iconic brand

38 Our time to show gratitude

39 Our team: A portrait of Canadian pride

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Pino Di Ioia, CEO, BeaverTails

“ We made the brand iconic by celebrating a counterintuitive emotion which most naturally resonated with our clients. We unabashedly embraced the notion of indulgence, even to the point of locating our shops in areas where indulgences were actually sought instead of avoided.”

Our report began with a very simple question: what makes a brand iconic?

In our view, longevity alone does not necessarily deter-mine iconic status. To be iconic, it all starts with the story and ends with the experience.

When we first conceived of this report in anticipation of Canada 150, we looked back at our historical volumes of Canadian and global brand valuation reports, which assess brand as a financial asset. We asked Canadians around the world what brands they were emotionally connected with, and resonated with them as being authentically Canadian.

We thought 150 brands would be almost impossible, but we soon had hundreds nominated. We included brands that don’t exist anymore—they held meaning for us then; and still do now. But then, knowing that brand by definition is an expression of business strategy and must create measurable growth; we started to apply more stringent criteria to our list. We did want to be balanced and inclusive; so in this report, availability of financial data was not one of our criteria for inclusion, as it is in our valuation studies.

We excluded celebrities, singers, musicians, and politicians—and while we acknowledge their impact on Canadian culture—they don’t meet our criteria for inclusion as brands. And, we included a broader set of organizations, including non-profits, private firms, and government.

Selection criteria and methodology

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We culled the list using our 10 brand strength dimensions, the same methodology that we use in our industry-leading best brands reports. Three are the most important to this report: clarity, engagement and authenticity. Clarity to evaluate the emotional resonance of the story and narrative, authenticity to assess values and beliefs, and engagement to understand how people feel about the brand. Can they tell stories about the impact your brand has had on their lives? Do they advocate for your brand? Much of this came through in the nominations we received from Canadians. Lastly, we looked at each brand’s impact on Canada, including metrics such as revenue, job creation and growth since the company was established.

We also know that this about starting a dialogue about the importance of brands in our lives, and an acknowledgment of how they can drive growth. We value and welcome your comments and feedback.

Iconic brands set trends, they connect with our values. They are authentic and real, and form the lore and narrative of our country. They deliver emotionally engaging experiences that make us proud that they too, are Canadian. If they went away, we would miss them in our lives.

That’s an iconic brand.

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150 years. 150 brands.

Brands are all around us. We experience them as we pass through our personal and professional milestones.

But how did they grow alongside Canada and become part of our identity?

In the timeline that follows, we looked at Canadian milestones and showcased the brands that were founded in each of these eras.

Please note that the timeline is not to scale.

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1670 - 1867

Dominion of Canada redrawsthe map

Uniting Ontario, Quebec, New Brunswick and Nova Scotia, the Dominion of Canada hits the world stage with dapper Sir John A. Macdonald as its first Prime Minister.

1867

Christi

e

1867 - 1908

First Grey Cup Kicks Off

The University of Toronto trounces the Toronto Park-dale Club 26-2 in the first Canadian football champion-ship. The Grey Cup itself, shown here delivering bubbly, has been broken, stolen twice, held for ransom and set on fire.

1909

1908 - 1926

Canada Awarded Its First Nobel Prize While Frederick Banting and J.J.R. Macleod won the award for the discovery of insulin, Banting shared his winnings and partial credit with lab assistant Charles Best, who contributed significantly.

1923

1926 - 1953

1936

CBC Goes Live

Modeled after the BBC, the CBC has sported 14 slogans. Today’s is ‘Love CBC’. Canadians do.

1953 - 1964

1964

A New Flag Unfurled

Proclaimed by the Queen in 1965. Planted on Mount Everest in 1982. Blasted into orbit with Canada’s first astronaut in 1984. This flag is going places.

1964 - 1975

CN Tower

1976

CN Tower Reaches For The Sky

It took 40 months and a 10-ton Sikorsky helicopter named ‘Olga’ to make Toronto home to the world’s tallest tower of the day.

1975 - 1987

First Loonie Released

After the Royal Canadian Mint introduced Canada’s first ‘one dollar coin’, Canadians quickly renamed it the ‘Loonie’. Much more catchy.

1988

1987 - 2013

1999

Nunavut Established

The Nunavut flag showcases the beloved Inukshuk, shown here, which is also found alongside many highways in Canada.

Agropur

Air Canada

Alcan

ALDO

Arc’teryx

Avro Canada

Bauer

BeaverTails

Bell

Birks

BlackBerry

BMO

Bombardier

Brookfield

Cadillac Fairview

Canada Dry

Canada Goose

Canada Post

Canadian Airlines

Canadian Armed Forces

Canadian Automobile Association (CAA)

Canadian Club

Canadian Space Agency

CSA Group

Canadian Tire

Canadian Wheat Board

CBC / Radio-Canada

CCM

Chapman’s

Christie

CIBC

Cineplex

Cirque du Soleil

Club Monaco

CN

Consumers Distributing

Corus Entertainment

Couche-Tard

CP

Dare Foods

Desjardins

Dollarama

Eaton’s

Enbridge

Fairmont Hotels and Resorts

Four Seasons Hotels and Resorts

Giant Tiger

The Globe and Mail

GoodLife Fitness

Harlequin Enterprises

Harry Rosen

Harvey’s

Hatch

HBC

Holt Renfrew

Home Hardware

Hostess Potato Chips

IMAX

Indigo

Intact Financial

Inniskillin

Irving Oil

Jean Coutu

Just for Laughs

Kraft Dinner

Kijiji

Kokanee

La Belle Province

La Presse

Labatt

Laura Secord

Leon’s

Lionsgate

Loblaws

London Drugs

The Interbrand 150

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lululemon athletica

MAC Cosmetics

Mackenzie Investments

Maclean’s

Magna

Manitobah Mukluks

Manulife Financial

Maple Leaf Foods

McCain Foods

MEC

Molson

Montreal Canadiens

Montreal Expos

Moosehead

Much

National Bank of Canada

National Film Board

The North West Company

Ogilvy

Parks Canada

ParticipACTION

PCL

Petro-Canada

The Pop Shoppe

Porter

President’s Choice

Purdys Chocolatier

RBC

Reitmans

Rogers

Rona

Roots

Royal Canadian Mint

Sabian

Sam the Record Man

Saputo

Saskatchewan Roughriders

Scotiabank

Seagram’s

Shaw

Shopify

Shoppers Drug Mart / Pharmaprix

SickKids

Simpsons

Ski-Doo

Sleep Country Canada

SNC-Lavalin

Sobeys

SOREL

Spin Master

St-Hubert

Steam Whistle Brewing

Swiss Chalet

Tangerine

TD

Teck

TELUS

Terry Fox Foundation

Thomson Reuters

TIFF

Tilley Endurables

Tim Hortons

Toronto Blue Jays

Toronto Maple Leafs

Toronto Raptors

Valeant Pharmaceuticals

Van Houtte

VIA Rail

VICE Media

Vidéotron

WE

WestJet

White Spot

Woods

Woodward’s

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When the word “innovation” appeared more than 261 times in the 280-page federal budget in early 2017, it was clear Canada was committed to a new approach to growth. Looking back at some of our most iconic brands, however, it’s equally clear that innovation has been a defining characteristic since Canada’s earliest days.

Take BRP, whose signature product, the Ski-Doo, was created in 1959 to overcome immense snowfall, which limited accessibility to hospitals and schools in J.A. Bombardier’s hometown of Valcourt, Quebec. The Ski-Doo, and subsequent products such as the Sea-Doo, now permit us to explore previously unseen areas. With the snowmobile as the origin, Bombardier has become a global powerhouse, setting a new standard for urban design, with its planes, trains and subways used in 29 countries around the world.

lululemon athletica began as a Vancouver-based combination of design studio by day and yoga studio by night in 1998. The company, which now operates more than 360 stores, is synonymous not only with exercise apparel but with empowering a community of healthy, mindful people interested in stretching themselves in every aspect of their lives.

Speaking of stretching, no one could have reshaped the notion of a circus like Cirque du Soleil. Born out of a group of street performers in 1984, Cirque du Soleil put the focus on the acrobatics of human performers

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rather than animal acts and created stage settings that combined the most ambitious elements of live theatre and dance. Its productions can now be found everywhere from Montreal to Las Vegas, employing thousands and enlarging our sense of what mass entertainment could look like.

IMAX innovated in how we think about “the big picture” in another way. A highlight of Expo 67, the projection systems and film format the company developed have created some of the most immersive movie-going experiences imaginable across close more than 1,100 theatres in nearly 70 countries. It plans to go even further with virtual reality and other technologies.

Innovation isn’t just about thinking big, however. BlackBerry (formerly Research In Motion) was among the first to recognize the power of sending and receiving e-mail and performing other tasks using devices that fit in our pockets.

All of our iconic brands began with innovative entrepreneurs, but it’s only recently that we referred to such firms, like Shopify, as “startups.” From its roots as an online store for snowboards, Shopify has since created an e-commerce platform used by more than 400,000 merchants and completed a $131-million IPO that put it in the big leagues.

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David Labistour, CEO, MEC

“ An iconic brand is the sum of its perceptions among Canadians. For us, the brand has been driven by our belief in cultivating more active communities, and giving them access to the outdoors in which they play.”

While the word “icon” originally referred to a religious work of art like an oil painting fixed to a wall, iconic brands are perhaps best identified as organizations that refuse to sit still. Instead they are known for being restless in their ambition, resilient in their ability to overcome market changes and transformative in their impact on the world around them.

HBC created a viable business before we had a confederated country, starting with fur trading in the wilderness and continuing to tough it out in today’s retail market. It’s a brand so powerful we want to own sweaters, blankets and everything else with its signature green, red and yellow stripes.

CP developed advances in engineering that allowed us to overcome severe weather conditions and bring goods and services to where they were badly needed and, along with CN, continues to keep so many critical business shipments literally “on track” today.

Industrial firms such as Alcan led a boom in Canadian manufacturing long before consumers recognized the strength of its aluminum foil, and SNC-Lavalin’s “build what matters” mantra has led to the construction of everything from dams to light rail transit. Similarly, Hatch was involved in some of Canada’s first subway tunnelling projects before managing complex initiatives that brought electricity to our homes, bridges across our highways and the ability to process metals and minerals.

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From the very beginning, our banks have stimulated the expansion of commerce across Canada, helped clients thrive and communities prosper. TD created Canada’s first trust company and made ATMs sound (almost) sexy by branding them the “Green Machine.” Scotiabank, meanwhile, has helped made us dream bigger about our financial future. Other Canadian financial institutions, such as BMO, RBC, CIBC and National Bank, strive for a more purpose-driven approach to support diversity, literacy, the environment, and continue to play an important role building the social fabric of Canada.

Canadian Tire pioneered the catalogue business in this country, letting even those of us living in the most remote areas get a lot more than tires. It also created one of the most visually attractive and innovative loyalty programs with Canadian Tire Money.

CSA Group has been helping build our nation—and keep us safer—since 1919 through standards and testing that span almost every facet of Canadian life, from the railways that bring us together, to the helmets that help protect hockey players, to the healthcare we hold dear, and much more.

The Toronto International Film Festival is where the best in cinematic entertainment makes its debut each fall and continues to shine an important light on local filmmakers who otherwise might not be discovered. Just For Laughs brought in serious growth to Montreal and made it an international launching pad for comedy.

With its ongoing expansion to global routes, Air Canada has brought Canadians farther than they’d ever gone before. Porter Airlines brought fresh energy, service and style into a highly competitive market. WestJet showed how powerful engaged employees can be when they can buy in as owners (and have helped Santa grant many Christmas miracles).

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Theresa McLaughlin, Global Chief Marketing Officer, TD

“ An iconic brand can’t stand still. The most important part is making it relevant today. We’re not just a collection of products and services. That can be duplicated by anybody. We believe we have a higher calling to help serve Canadians. That’s the culture, and it’s why I joined TD.”

When a young man in a plaid shirt walked onto a stage in 2000 and shouted “My name is Joe! And I. Am. Canadian!” on TV, Molson created a watershed moment in national pride. Everything it has done since, from offering a branded beer fridge to creating a hockey rink on a Toronto rooftop, has consistently centred around its mission of celebrating moments that make consumers proud to be Canadian.

Other beer brands on our list have achieved similar success by tapping into what really matters to us. This includes Moosehead, which is also celebrating a 150th anniversary in 2017 with products, packaging and marketing that touches on the hard work and pioneering spirit that is core to both Canada and its own growth as the country’s fourth-largest brewer. Labatt doesn’t merely talk about using beer to celebrate life’s special moments, but has published 10 principles it uses to guide everything it does to make the world a better place. Steam Whistle Breweries has never wavered from its plan to focus on a single, great pilsner and promoting the care it puts into nurturing its product and its team.

What goes well with great beer? Great food, of course, and some of Canada’s most iconic restaurants have mastered the art of creating experiences that turn into family rituals. Naturally this includes Tim Hortons, which stayed true to its hockey-hero roots with its Timbits sports programs while providing affordable coffee, snacks and service that inspires fierce loyalty.

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In B.C., White Spot has doubled down on a guest experience that centres on the concept of “home” and has attracted 87 per cent of diners in B.C. as a result. Quebec’s St-Hubert has not only grown consistently since its founding in 1951 but innovated by making its products more accessible with placement in grocery stores. Purdys Chocolatier, Laura Secord and others have shown that quality ingredients pair perfectly with Canadians’ penchant for taking pleasure in life’s sweetness.

In between meals, Canadians are shopping, but they gravitate to retailers who bring them new ideas and encourage action. Roots has made sure everything from its stores to its clothes cultivate an appreciation for our parks and wilderness. Harry Rosen offers high-end fashion but has also published a long-running magazine to inform men about the ongoing history of style. Home Hardware has turned the expertise of its staff into the biggest driver of sales and the catalyst for countless DIY projects.

Canadians have long been considered “rugged,” but that may be because we put a premium on healthy lifestyles. GoodLife Fitness has never stopped offering opportunities to help consumers get in shape, for example, while hockey teams like the Toronto Maple Leafs and Montreal Canadiens maintain our faith in persistently chasing goals.

With our history of discovery and exploration, Canadians are ever-absorbed in what’s going on in our backyards as well as areas far beyond them. That’s why Maclean’s has endured as our newsmagazine of choice, and why The Globe and Mail and the CBC have proven capable of adapting to changing conditions in newspapers and broadcasting. Yes, we are Canadian. But we are also world citizens.

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Sean McCormick, Founder, Manitobah Mukluks

“ Manitobah’s vision is to create a vibrant, global brand that makes a significant impact in Indigenous communities...for the next 150 years and beyond.”

Design seduces, opens minds, and challenges convention. Sometimes design is the first thing you notice; other times, it’s shaping your experience without your conscious awareness of it. Subtle or overt, functional or decorative, great design allows brands to capture customer attention, differentiate from the competition, and command a premium. While many of us intuitively recognize the value of design, its effects are hard to quantify. But could it be that design actually enhances business performance?

The role of design in an iconic brand goes well beyond a logo, but one logo that emerged in the last 50 years offers a valuable lesson to brands of all kinds. Created by Montreal artist Julien Hébert, the logo for Expo ’67 seemed to echo the peace sign while simultaneously conveying unity and friendship. The logo was based on the human figure, and iconic design is always in the service of people.

When we look back at the Expo ’67 era, it’s not unlike the celebratory spirit of Canada’s 150th. Then, as now, Canada was stepping onto the world stage. It was both an anniversary but also a great leap forward in what Canadian brands tried to accomplish and how their efforts were embraced by the local and international communities. Architectural triumphs such as Buckminster Fuller’s Montreal Biodome became part of everyday conversation, deeply immersed in the culture. We don’t have to recreate the 1960s. This is about using design to make the purpose behind your brand manifest.

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Some brands have continued to put design at the forefront, as reflected in our list.

Design-driven brands are most evident in categories that are themselves design-driven, such as fashion (Canada Goose, Arc’teryx, Club Monaco) or luxury (Fairmont, Four Seasons). Porter Airlines or VICE Media use design to stand out in their category.

Great design requires absolute commitment at the highest levels of the company, not just the marketing function. It means being consistent with how design is applied across all the experiences you create, no matter the physical or digital channels.

The CN logo, developed by Canadian graphic designer Allan Fleming in 1960, depicts a strong, bold, forward-thinking company. The continuous flowing line symbolized “the movement of people, materials, and messages from one point to another,” Fleming said. As the eye moves from “C” to “N”, the image suggests fluidity and motion. “It’s a route line that incidentally spells CN,” Fleming explained, adding, “I think this symbol will last for 50 years at least. It don’t think it will need any revision, simply because it is designed with the future in mind.

When design is core to a brand, it becomes difficult to separate it from the way the brand speaks to its community, the way its products are used and all the other elements of the organization. It’s felt everywhere.

If you put the customer at the centre of the experience, you have a good chance of being a design-centric company. Maybe even an iconic brand.

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Andrew Prendergast, CEO, Tilley Endurables

“ Tilley remains an iconic Canadian brand because of our decades long commitment to craftsmanship and quality. Even with success spanning continents, we continue to manufacture all hats in Canada, creating an unparalleled level of transparency in the retail industry. We not only stay true to Alex Tilley’s vision that launched the company in 1980, but we continue to innovate by elevating existing products and developing new collections for adventurers around the world.”

Brands deliver meaning over time. They offer an expression or promise about their purpose that sets an expectation, and then they create an experience that delivers on that expectation.

Iconic brands have the alignment between what they say and what they do honed to perfection. They know that in today’s environment, with technology platforms that not only extend their reach but put consumers in control of defining their experience, this is the only real way to stand out. They understand that, as a brand, you’re only as good as your last experience. And in a complex, multi-faceted world, this requires significant coordination and integration.

It wasn’t always like this. There was a time when brands could be more complacent and hope that loyalty would build over time. As more products and services have become commoditized, people’s habits and loyalty have shifted. That’s why iconic brands don’t look at the surface, targeting “the busy mom at mealtime,” for example. They look deeper to understand the actual personal struggle that moms experience as mealtime approaches. This is what being “authentic,” and relevant as a brand really means.

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Iconic brands let go of the fears that might Limit other organizations. They do the right things for the greater good. Iconic brands are courageous, standing up for what really matters. And they know what matters because they go back to the basics of really listening to their customers, employees, partners and communities, and sharing their values and purpose.

And in doing so, they create measurable impact. We know that brands are financial assets, measurable and connected to profit. The brands on this list have deeply contributed to Canada’s growth and prosperity, not just through financial growth, but also by contributing to our sense of who we are and what we represent to the world.

When a brand becomes iconic, loyalty becomes supercharged. It becomes part of our national pride. These brands are not just companies, they are part of the culture. They’re iconic because they symbolize something. They symbolize us, as inherently Canadian.

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At Interbrand, we believe that brands should drive business growth. It’s our desire to help Canadian organizations become stronger and grow. Grow our people, our culture and our country.

Here are a few parting thoughts on questions you should ask to start thinking of your brand as a financial asset that drives growth, knowing that becoming iconic is a journey that requires much work and intense focus. Our brand strength dimensions can be a powerful diagnostic to help you focus your efforts, people and resources where they will have maximum impact.

The Basics of Becoming Iconic

Clarity:

• First, is your brand strategy aligned in support of your business strategy?

• Do you know who your most important audiences are today and in the future who will drive to growth for you going forward?

• Does the visual and verbal expression of your brand tell a story? Some brands have had the same visual identity and logo for years. If your business strategy has changed, it may be time to assess the story you’re expressing to the world, both visually and through your narrative.

The path to becoming an iconic brand

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Authenticity:

• Is your organization purpose-driven, or is it similar to your competitive set?

• Do you do what you say you do, and follow through on your promise to your customers and employees?

• What beliefs or values do you hold dear? Where do they live in your business?

Engagement:

• Do your people understand what makes you different and why should work for you?

• Are your leaders aligned on your story? Are they expert storytellers for your brand?

• Do your customers advocate for you?

Lastly, are you able to measure the impact of your brand on your business and its growth? Simply put, how much revenue does your brand contribute to the business?

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While we have examined the characteristics of an iconic brand and celebrated the accomplishments of the 150 Canadian iconic brands, there is a valuable lesson to share in the light of this report.

Great brands are not an accident.

Whether a for-profit, or philanthropic not-for-profit, a start-up or a 100 year old stalwart, all brands share a common set of traits that require constant vigilance and leadership involvement to drive the organization to build and protect the representation of the beliefs important to your brands.

This is no small task in our current environment where the resiliency of ideas and brands are being challenged by the growing mistrust of nations, institutions and brands. Left unattended, brands will not survive.

It is the responsibility and obligation of leadership to evangelize authenticity, clarity and engagement as the pillars of brand longevity. Failure to hold your organization and the individuals that define and represent your brand invites a predictable erosion of brand strength and brand value. Each day one must recommit and reevaluate the actions and priorities of your brand to protect the equity and the contribution brands make to our lives and our communities.

A heightened sense of purpose and vigilance pays enormous dividends to the heart, brain and bottom line in service of great and iconic Canadian brands.

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Thomas Haig, President and COO, Giant Tiger

“ At the heart of every Giant Tiger is a strong Canadian entrepreneurial spirit. Our focus is on delivering exceptional customer service, incredible value, and a convenient one stop shop to Canadians. Our local owners are proud of the role that they and their team play in the communities they serve.”

2017 also marks a milestone for Interbrand Canada with our 17th anniversary in Canada. We are grateful, proud and honoured to have served many of the brands on this list as they have emerged, grown and evolved.

This report reflects our knowledge of the Canadian marketplace from our previous Best Canadian Brand valuation studies and the deep and abiding respect we have for our Canadian institutions, organizations and businesses. Our team has worked tirelessly to create this list, supplemented by nominations received from across Canada and around the world. We would like to thank the passionate individuals and organizations that provided us with such compelling, authentic and inspiring stories.

Like you, we are proud of our Canadian heritage and strive to uphold the values of the clients we serve, today and into the future.

Our time to show gratitude

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Left to Right, starting at top (home team):

Rob Manne, Ottawa, ON; Richard Wang, Toronto, ON; Amanda Caswell, Brampton, ON; Jerry Kelly, Richmond Hill, ON; Chris Armstrong, Saskatoon, SK; Mark Dwyer, Toronto, ON; Carine Rosen, Vancouver, BC; Nicolle White, Toronto, ON; Ernie Chow, Richmond Hill, ON; Jeff Toth, Tilley, AB; Jackson Wallace, Toronto, ON; Dzung Tran, Waterloo, ON; Caitlin Gora, Toronto, ON; Carolyn Ray, Oakville, ON; Ksenija Stupar, Toronto, ON; Andrew Steele, Collingwood, ON

(away team):

Tej Mindra, Pickering, ON; Dawn Whiteman, Burlington, ON; Shane Schick, Trenton, ON; Effie Giannou, Montreal, QC.

Our team: A portrait of Canadian pride

At Interbrand Canada, we know that great brands start on the inside. Kudos to our incredible team of passionate, proud Canadians, (with their hometowns) who made this report possible.

“Look Canadian”, said the photographer. So we did—each in our own way. Diverse. Proud. Bold. Fashion forward. Serious about fun. And a Canada-red cooler close by, of course. This is us being Canadian and totally pumped for the next 150 years!

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Interbrand® is a registered trademark of Interbrand. All other trademarks appearing herein are trademarks or registered trademarks of their respective owners. Interbrand does not claim ownership of any third-party trademark or image contained herein. Interbrand does not claim to be endorsed by, nor does it endorse any product, business, or trademark contained in this document.

Copyright © 2017 Interbrand Canada All rights reserved.

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