What makes a Brand of the Year Publisher Mary Maddever on how this year's top brands found a gap, picked a lane and stuck to it. This article appears in the October 2017 issue of strategy. A&W root beer is one of those legit iconic things, evocative of simpler times. It’s good memories in a frosty mug. It’s also a guilty pleasure in our calorie-aware, health-focused climate. Back when burger joints first tried healthier options, salads were the go-to.
Canada 150 encourages brands to dig into the archives, soak up a long-term view and find something unique to share. This letter from our publisher appears in the June 2017 issue of strategy. Canada 150 came in the nick of time . . . for brand building. Our 150th triggered a marketing bash the likes of which we typically only see during home turf Olympics, where marketers step up to the plate for some old-fashioned, broad-strokes brand building.
Publisher Mary Maddever on why the design stakes are rising. This article appears in the March/April 2017 issue of strategy. A few years back we put wheels in motion to focus more on the smart strategic work being done for brands in Canada, and to elevate the role of planning.
Muck Rack makes it simple to find people, tweets, or articles that mention any name, keyword, company, hashtag etc. We've compiled this guide to help you make the most of your search.
Selecting a term
Start searching tweets, articles from media outlets, articles mentioned in tweets, journalists'
names, titles and bios with some suggested searches:
Companies or Topics (e.g. iPhone, Microsoft)
Phrases (e.g. "cloud computing") — use quotes to keep the terms together
Twitter handles (e.g. @username) — returns those who have mentioned or replied to
Names (e.g. "David Pogue")
Hashtags (e.g. #sxsw, #london2012)
Bio details (e.g. vegan, Olympics, father)
Muck Rack's Advanced Search allows for many boolean operators.
Find results that mention multiple specified terms, use AND or
+. For example, ensure each result contains both Elon Musk and Mark Zuckerberg by
searching Musk AND Zuckerberg or Musk + Zuckerberg.
Use the operators OR or , to broaden your search when you'd like either of
multiple terms to appear in results. (This is the default behavior of our search when no operators
are used). For example, results will contain either cake or cookie by searching cake OR cookie or cake,cookie
Use NOT or - to subtract results from your search. For
example, searching Disney will yield results about the Walt Disney Company as well as Walt Disney
World Resort. To exclude mentions of Disney World, search for Disney -World or Disney
When using one of these operators with a phrase, enclose it in quotation marks. For example, you can
find results about smartphones excluding Apple's iPhone 4S by searching smartphone -"iPhone
Exact case matching or punctuation
If you're searching for a brand name or keyword that relies on specific punctuation marks or capitalization, you can
find results that match your exact query by adding matchcase: before the keyword you're searching for, like matchcase:E*TRADE .
Use parentheses to separate multiple
boolean phrases. For example, to find journalists talking about having fun in Disney World or
Disneyland, search for ("disney world" OR disneyland) AND fun.
An asterisk can be used to search for any variation of a root word truncated by the asterisk. For example, searching for admin* will return results for administrator, administration, administer, administered, etc.
A near operator is an AND operator where you can control the distance between the words. You can vary the distance the near operation uses by adding a forward slash and number (between 0-99) such as strawberries NEAR/10 "whipped cream", which means the strawberries must exist within 10 words of "whipped cream".