Persuasion Notebook offers quick hits on the business of persuasion from The Globe and Mail’s marketing and advertising reporter, Susan Krashinsky. Read more on The Globe’s marketing page and follow Susan on Twitter @Susinsky.
Dave Nichol would have been proud.
President’s Choice, the brand owned by grocery giant Loblaw Cos. Ltd., has cracked the top 10 “most influential brands in Canada” in eighth place, according to research firm Ipsos Reid; sitting alongside such brands as Walmart, YouTube and Tim Hortons.
The firm released its annual list of influential brands during a presentation at FFWD Advertising Week in Toronto on Tuesday.
The “influence” measurement is based on a survey of roughly 5,000 Canadians, which asks questions about factors such as a brand’s trustworthiness and innovation, and whether it plays a central role in those consumers’ lives.
President’s Choice and MasterCard were both new to the top 10 this year. Other fast-growing brands included Netflix, which went to 36 from 72 in a year when it resurrected the show Arrested Development and went big into investing in making original shows. Hudson’s Bay Company rose from 84th place to 52nd, potentially a positive sign for its rebranding this year. McDonald’s Restaurants of Canada, which moved from 35th place to 23rd in a year when it won awards for its “Our Food. Your Questions” campaign from 2012.
Here are the top 10 most influential brands in Canada, according to Ipsos Reid: