Deanna White 
The Campaign That Changed Everything Every great marketing campaign starts with an idea to address a challenge, and this one began with a request from my CEO at a company I worked with, who was looking for a creative concept to get an introduction to close the sale. He looked at me and said, “We … Read more
Marketing is About Values Steve Jobs offered one of the clearest truths in marketing ever told… “People don’t remember products; they remember what you stand for.” Long before “brand purpose” became a buzzword, Jobs understood that values are the real differentiator. His 1997 “Think Different” address was a masterclass in brand clarity. This post breaks … Read more
Home Depot Canada: A Case Study. Redefining Home Improvement I’ve always loved DIY, that satisfaction of turning an idea into something real. So, when I saw Home Depot Canada teaming up with Instacart, I was intrigued. It’s a game-changer for DIY fans like me because the supplies that fuel my creativity are now a click … Read more
Starbucks: A Case Study. Starbucks’ Bearista Craze Is a Masterclass in Holiday Marketing. This month, Starbucks released a bear-shaped cup they named the Bearista Cold Cup. Priced at $43.95, it sold out almost instantly, sparking 4 a.m. lineups, store-hopping frenzies, and a wave of social media buzz that turned a seasonal accessory into a marketing … Read more
Coca-Cola: A Brand Audit Case Study. Background Coca-Cola faced increasing consumer concern over its environmental impact, specifically its status as the #1 global plastic polluter for six consecutive years. With 33,820 pieces of branded plastic waste recorded in 2023, Coke’s sustainability messaging was inconsistent with consumer expectations. Shifting beverage trends, including the rise of health-conscious … Read more
A Competitive Advantage to Long-term Success. Brand audits are a strategic advantage, especially in such a competitive landscape. Businesses that regularly assess their branding can uncover hidden opportunities. From boosting revenue through cohesive brand identity to optimizing digital experiences, today’s brand audits dive into customer trust, market positioning, and engagement strategies. Here’s a look … Read more
FAQs on Conducting a Brand Audit. While speaking to business owners since the launch of the Elevate 2026 Brand Audit Project, the topic of conversation has been focused on these recurring themes: positioning, perception, visibility and growth. This blog focuses on the three most frequently asked questions on band audits in each of these areas. … Read more
Advice on AI and Content Creation for Marketers. The use of artificial intelligence in marketing has changed the way we promote products and services, yet AI-generated content often feels generic, uninspired, and robotic. It lacks the nuance, empathy, and creativity that resonates with consumers. Marketers need to use artificial intelligence to gather insights and generate … Read more
How Investing Drives Satisfaction and Success. Customer experience (CX) has become a driver for business success in today’s competitive market. Businesses that prioritize CX create a strong foundation for growth, brand loyalty, and customer satisfaction. Here are five benefits of investing in a brand audit to improve CX and how it can drive business success. … Read more
Unlocking ROI and Strategic Value How Brand Audits Deliver Impact. A brand audit is not just a diagnostic tool, it’s a roadmap to unlocking untapped potential across various facets of a business. For CEOs, understanding the strategic and financial value of a brand audit can pave the way for significant growth and have a lasting … Read more