Women and the winter jacket

Yes, this really is a blog post about winter jackets. Stay with me, I don’t intend to sell you a parka.

Most people have a love-hate dynamic with Canadian winters. No matter how much you may love or hate the snow and wind chill, it’s got to be faced, for a minimum of 5 long months. If you’re going to face it anyway, why not  do it in style,right? Well, that’s where the reliable winter jacket comes into play. It is the one piece of clothing that you will wear everyday, throughout the icy season. And while you’re at it, it’s a style statement too. (If you’re paying $200 and up for a good coat, it better add to your swag)

Case in point here, is a brand called – TNA, owned by Aritzia,a Vancouver-based boutique clothing chain.

This is a brand that caters to the style conscious fashionista ranging anywhere from the 14 to 35 year old. What’s surprising is the almost monkey-see-monkey-do following it has managed to garner with no help from traditional advertising. I believe what’s pushing it forward more than any other single factor right now, is the power of the herd. Every other girl in Toronto sports the unmistakable TNA logo on her parka. Women who would usually choose to stand out, are perfectly okay wearing what everyone else is wearing, because well, it’s a TNA.

For a product to fly out of the store faster than coffee from Starbucks on an early Monday morning, is commendable.  It came about at a time when people wanted a good quality jacket that straddled a common consumer problem – as one user puts it – “I don’t want to choose between being cold or looking stupid when I arrive at work in a ski jacket.” So while The North Face and Canada Goose spoke the language of adventure and the spirit of the great outdoors, TNA took up the cause of fashion meets functionality. It is however, a brand that’s completely user-defined.

From a branding perspective, it can’t uniquely own the “quality” space because The North Face and Canada Goose would win that title. Their jackets are not worn by Sally, Jill and Jane, and are exquisitely about durability and rugged winter protection.

My point here, yes I took the long route on this one, is that while TNA carved a unique niche with its offering, and has the market lapping it up, has that also made it very common place now? There’s a trap to TNA’s success as I see it.  All it would take is a wave of non-conformist thinking to hit society (which I predict, isn’t too far away). Also, there’s a host of other brands now present in the fashion+functionality field, Soia and Kyo for instance.

Rebrand or die? I hope the folks at Aritzia are thinking this one through. Comments?

Touching upon Canadiana, yet again!

One of my first blog posts was about Molson Canadian, the beer that drew on a sense of national pride, that owned all things Canadian and silenced stereotypes once and for all. (Read post here)

Along the way I’ve found many nuances of brands skirting the topic of what it means to be Canadian or to live in the great white north. From the landscape to the lifestyle to the type of people – I’ve heard it all. I recently saw an ad for Canadian Tire, a hardware chain that drew inspiration from the same potion of Canadiana – it talks about our love for the great outdoors.

It made me take a step back and reexamine the strength and merit of this over used sing-songs-of-all-things-canadian style of advertising.

I reflected on Indian advertising, and found a similar vein. India being way too diverse to touch upon geographical traits, brands touch upon Indian behavioral stereotypes to make an instant connection with the consumer. Here’s an example: (this ad is for a VoiP calling service for Indians living abroad, hence the use of cents instead of rupees)

I lived in Miami Beach for the first quarter of this year and was tuned in to the superbowl craze that envelops America. The ads being as important as the game, I sat up and paid attention. And then I saw it – a pride in homeland, or in this case, home state type of ad. Chrysler’s Detroit commercial, featuring Eminem.

My point here is, when does this patriotic/cultural stereotyping stop being heart-warming and start sounding well, slightly pseudo? Do Canadians really rake up a 6 ft pile of leaves just so the kids can play in it? Isn’t it cliched to assume all Indians behave in the same manner? And is it okay to start by assuming Detroit knows nothing about luxury?

One could argue that it’s just another way of connecting with the consumer on a meaningful level – by generalizing or playing to common beliefs. But is the consumer starting to tire of being pigeon-holed? When is enough,enough? Or are we already there? I welcome a discussion,as always.

Tom Brokaw Explains Canada To Americans

Tom Brokaw,anchor and managing editor – NBC, explains the relationship between Canada and The United States, in a pre-recorded short film that aired on NBC, prior to the Opening Ceremonies of the 2010 Winter Olympic Games in Vancouver, British Columbia, Canada on Feb. 12th, 2010.

I found it interesting because contrary to popular belief of underlying animosity between the Canucks and Americans, this video showcases the similarities and long shared camaraderie the two neighbouring countries share.

I think it would be interesting to see brands build on this friendship between the two nations that are so different yet come together when the situation demands it.

To sum up the relationship between the States and Canada, in the words of JFK:

“Geography has made us neighbours, History has made us friends,Economics has made us partners and Necessity has made us allies”

Of skating and the log driver’s waltz

Winter in Canada, for someone like myself who is from a tropical country,  feels  very strange and new. First the temperatures begin to drop and then, when snow begins to fall, it makes you look up at the sky in pure wonder.

Anyway, to make the most of the below zero degree weather, I went skating a few weeks back at Nathan Philip Square -  it was the first lighting of the Freedom Arches and half the population of Toronto was there, skates in hand. As soon as I got on the ice and skated with the masses, it occurred to me what a huge and important role this sport has, as a part of Canadian culture. From tiny tots skating with their parents, just about managing to keep their balance to seasoned pro’s slicing across the ice to lovers holding hands and gliding in rhythm and spirited baby boomers who’ve grown up albeit learning to skate while learning to walk. It was a sight to behold and an experience to partake in.

I must admit I tumbled over a few times initially – don’t get me wrong, I’ve skated before but just not on ice, but it was probably because I was amusing my curious self with taking in the diversity of my fellow skaters. That’s also when I realised that as a part of the growing up ritual here, skating is probably well embedded in culture and tradition and is passed down as a parent-child bonding sport now. It’s also a sport that is individualistic,yet collective. Much like the overall culture type I see Canada as – not an individulistic one(like the States) and yet not a completely collectivist one either. There is a lot of focus on team work and group effort, but equal merit and opportunity in working solo. Also, huge believers in politeness,helpfulness and a generous dose of courtesy in all that they do. Yes, skating did inspire a lot of observation =)

Looking forward to more winter sports…sledding anyone?

Serving up yet another slice of Canadiana: I was recently shown an animated video of “The Logdriver’s waltz” by my friend Taylor. What’s that you say? It’s a Canadian folk song inspired by the profession of log driving, an old practice in the lumber industry which involved transporting felled timber, by having workers walk or run on the logs as they floated down rivers. The song’s writer, Wade Hemsworth was struck by how much the sight of log drivers at work resembled dancing. This song played on CBC at regular intervals so much so,that every Canadian 20 something remembers it as a fond childhood memory. Probably one of the reasons Americans think of Canadians as lumberjacks. I watched the vid and I must say, its got moose and beaver and logs of wood, all setting the stage for the world to scream ‘Canadian!’. Hey if this is Canadian, I quite like every bit of it! =)

It’s birling down, a-down white water;

A log driver’s waltz pleases girls completely.

It’s a charming slice-of-culture folk song that I’m happy to get acquainted with… do watch it, I’d be glad to hear what you think.

The Great Indian Middle Class and The Baby Boomers of the West

In marketing to different audiences, the consumer is very often grouped into denominations/sub-sects, and then put under the microscope to figure out their likes,dislikes,demographics, mindsets, what they eat, where they shop, how much they spend, and what have you, right down to when they had sex last. And marketeers are always watching the largest and the core of the demographic pudding like hungry hawks, waiting for opportunities to feed their brands to them.

In India, amongst all the various sub-sects and target groups, the great Indian Middle Class (IMC) is one such denomination. Here in Canada, it is the Baby Boomers.

In understanding cultural nuances and drawing parallels between these two countries, I’ve noticed some interesting similarities between these two target groups, that I think are worth mentioning. Why? Because with Canada being the multi-cultural mosaic that it currently is, maybe it’s time to understand migrant groups on  a deeper level.

A look at who they are – the Indian Middle Class, I believe, is an off-shoot of a class hierachy that existed in ancient India. After a basic class divide was in place due to the cast system, the rich became richer and formed the country’s industrialists,businessmen and head honchos, while the poor became poorer and were the menial labourers, grass-root worker ants. Amongst these two classes, a third class emerged. They were educated and hence not at the bottom of the pyramid, but neither were they born with a silver spoon. They constituted the first traces of what would later be known, as the ‘middle class’. The Indian Middle Class, forms a huge chunk of the nation and is characterised on the basis of earnings, and family size.

Coming to the North American Baby Boomers. These are the post great depression children, who’ve grown up in an era of icecream trucks and white picket fences. Today they are those in the 45+ age bracket; and in Canada, they are one of the largest denominations, and have stolen the spotlight from the under 20′s.

So what is it about these two groups? The IMC to begin with,stand out because they are the never-say-die go-getters. The 9 to 5 workers who toil hard, believe in cultural values and lead simple lives, but plan their once in 2 years family vacations abroad. The Baby Boomers too, come with a never-say-die attitude,quite literally! They refuse to age, push boundaries, are going back to school (huge trend!) and are challenging stereotypes.

The huge difference with these two groups are the fact that Baby Boomers inherently have alot of moolah, while the Indian middle class is working hard for their daily bread. The similarities though, lie in the fact that both these groups know they stand out from the fabric of society. They are the underdogs. They know that they are society’s surprise card. There are endless stories of middle class Indians who shine through tough times. And there are endless stories here in Canada, of grandma wanting to take up a finance course or in recent news, the story of Jaring Timmerman, Canada’s 100year old swimming champion!

It’s interesting to keep track of these two groups for a variety of reasons – for example, What I’d love to know is, amongst the Indian migrant population here in Canada, (and a large chunk is the middle class), are the 45+ learning the ways of native baby boomers? If yes, how does that then change things if they go back to India? Will we see a rising baby boomer mentality in India? Also, are the inherently rich baby boomers reacting to the Indian middle class giving them a run for their money?

One thing’s for sure, while these two groups are as different as chalk and cheese, it is in their inter-mingling that the possibilities are endless,for brands and marketeers alike. I predict exciting times ahead.

beyondthemaple is currently unavailable. The author is on a listening spree.

In my attempt at penning this entry, I kept getting carried away by the massive amounts of knowledge and information currently available through social media content, all of which has been hitting me at speeds that would give race car drivers a run for their money.

Social media has definitely hit an all time high – from tweeting to facebook updates, from gbuzz to blogging, the average social media junkie has his or her hands full up, all in a bid to tell all.  A little late for me to be singing the glories of the internet and social media, I agree, and what’s the new story there anyway,right ?

Well, I’m just curious – if everyone’s talking, who’s doing the listening?

I reckon that with the mass of information being spun onto the worldwide web, it’s time marketeers,branding gurus and even passionate crusaders need to move into receiving mode every now and then. From telling, to listening. From blogging, to following other blogs. From tweeting, to retweeting . From posting pictures to flickr, to taking time to view the world through some one else’s lens. From jazzing up one’s own profile page, to taking time to read what Alison from New Jersey is listening to these days.

Simple case in point, when I chose to follow MiamiAdSchool on twitter, it felt nice when MiamiAdSchool requested to follow me.  I would say this thought translates into the offline medium too – case in point – Primus. While Bell and Rogers (Canadian telecom giants) leave you to talk to a command recognition prompter when you call the helpline, Primus has a person that comes on the line, talks to you unscripted, and even cracks a little joke with you! (Just makes you feel like they’re truly listening).

Anyway returning to social media branding and its shout out loud approach to things – in an attempt to be present at all the right places and say all the right things, brands need to ensure they aren’t blowing their own trumpet to an audience that’s long gone because no one heard their side of the story.

Straight from the Heart

 I experienced Canada’s annual meeting of eclectic minds – ideaCity 2010 for the first time this year and was blown away by the diversity of speakers on this year’s all-women panel. From Olympic gold medalists to mind-readers, from comedians to sexperts, the mental stimulation kept flowing. But, what was most interesting,and memorable amongst all these wise 20 min mental fodder sessions, were 3 speakers whose stories were a sharing of real life. Robert McAfee Brown once said: ”Storytelling is the most powerful way to put ideas into the world today.”  I couldn’t agree more, especially when those stories were so interwoven with the person themself.

Buck Angel, a female-to-male transgender star in the adult entertainment industry, opened my mind with his take on sexuality being a matter of the mind, and how he believes what lies between one’s legs should be of no consequence to a person’s sexual preferences. He was so honest and straightforward , that he made the topic of transgender, sex, and porn seem completely palatable.

On the other side of Buck, was Nina Arsenault. A male to female transgendered person And Canada’s most famous one at that. Nina takes delight in savouring the feminine form as an art object. Her views, much like Buck’s, are about daring to explore her inner construct. As she says, ’If you don’t fit in, everybody’s looking for what’s wrong with you, and society is constantly defining what is ‘real’. Both Buck and Nina comes from a simple standpoint of ‘telling their story’, nothing more, nothing less.

Then, there was Natalie McLennan. Bright academic theatre student, who went to New York to make it big. She succeeded,but not in quite the same capacity she set out to. She became, NYC’s #1 escort. Her story,is one of triumph…of emerging from the murky depths of prostitution,getting her act together and even writing a book about it. Her message – to give people a chance and refrain from labelling. I found her story appealing as it takes courage to stand up on stage and talk about life as a hooker. But she told her story, and came through as being as real as it gets.

What unites Buck,Nina and Natalie, is that their stories are so intense, yet told in as calm and simplistic a manner as possible. No fabrication. No fakeness. What this did was, create acceptance,applause and genuine respect for them.

I believe brands can learn from them. The sooner brands start talking from the heart,the quicker they become relatable. For example, even though Harley Davidson has a certain mystique around it, it speaks from the heart to the spirit of the biker in its “We believe” commercial.  It is in showcasing who you are, and baring all, that you are remembered, liked and even admired. Yea sure there can be an enigmatic aura around the brand, that’s what keeps it exciting, as long as it still comes through as open, direct and transparent.

As with all things,brands included, the best way to go, is always straight from the heart.

A tale of two states

Amongst the different migrant populations in Canada, South Asian is amongst the highest. Statistics Canada says the proportion of foreign-born people from Asian and Middle Eastern countries has long outstripped those of European heritage.

However, while marketing to the Indian/South Asian population, it is important to realise that their as different as chalk and cheese within themselves too. Out of all the Indian states, Punjabi’s and Tamilians account for a vast chunk of the ‘outsourced’ population here in Canada.

In trying to figure them out, it’s important to understand certain cultural and social nuances that undermine their attitudes and behaviours, which would make it possible to take marketing to them beyond mere language translation.

Here;s what I’ve learnt about them, from living amongst them for over 20 years:

Punjabi’s:

-They’re large hearted, happy people and believe life is about celebrating the good times in full swing. Hence, song and dance is a large part of who they are.

-Outgoing.

-They live to eat and at social occasions, the food will be a large conversation topic.  

- They take bold initiatives in business and are strong-willed to see things through till the end. They might not be well educated, but business (over or under the table),runs in their veins.

-Outwardly driven, they like living life kingsize. Hence, their homes will be huge houses with 2 and more cars in the driveway. The clothes they wear too, will have flash value. However, they don’t flaunt this way of living, it’s just a part of who they are. (This also stems from the fact that back home in India, most Punjabi’s originate from Chandigarh, a state with huge  fields, wide roads and ample space)

-Getting Punjabi’s to loosen their purse strings won’t take more than a little cajoling if they know it’ll be worth it.

Tamilians:

-A contrast to the Punjabi’s, the Tamilians are a close-guarded, conservative community.

-Education and knowledge is the foundation of their beliefs and lifestyle. Hence, in terms of spending, the acquisition of knowledge is probably the only thing they’ll spend on without remorse.

-Stemming from a heritage that is over 2000 years old, Tamilians were a part of the brahmin class, and were very often the high priests of society. Knowledge and religious scriptures were their forte. Hence, living a righteous life, being vegetarian and visiting the temple often are traits that are instilled in their culture till date.

While the Punjabi’s are the loud, pompous lot and the Tamilians are the reserved intellectuals, they both share alot in common- like pride in motherland, cultural values and a clanish outlook.

This is just a sneak peak into their lives, I’m still discovering how these diverse culture groups behave while living in Canada, amidst an amalgamation of nationalities, thus influencing their perceptions and attitudes and changing the rules of the game.

Whose country is it anyway?

A walk down any major street or a visit to any govt office in Canada will tell you that there really is no such thing as the average Canadian anymore.

I say this, because in the few days that I’ve lived here, I’ve discovered that Canada, much like my hometown Bombay, is a land of immigrants. There’s an amalgamation of skin tones, races, language and nationalities. They seem so alike in their outlook to life, yet are quite literally, worlds apart in terms of cultural and behavioural nuances. So what does this mean to the marketeer? How should brands talk to the masses? Will the rise of multi-cultural specialists mean spreading the brand too thin? Does this culture curry hinder campaign effectiveness or help brands rise taller? 

A closer look at a few general immigrant hot buttons that brands need to take stock of:

1. Reassurance goes a long way: When new to the country, every immigrant wants to feel a sense of belonging. And it is always the host that must make the first move in saying hello. Likewise, brands need to reach out to the immigrant, shake their hand and say we’re here for you- the ones that do this will be passed down through generations, etched into diaries,day planners and happy hearts for a long while.

2. I know my way around, do not patronise me: Immigrants, unlike what many locals might want to believe, find their way around quickly are more strong-willed than they appear to be. They have a streak of determination to make it against all odds and do not like being sympathised with. Hence, mere translations of commercials into ethnic languages cannot pass off as being ‘multi-cultural’.

3. I am secretly very proud of my own country no matter how ‘Canadian’ I may appear to be:  Adaptation is rather fast in this country, however, beneath the fur coats and fake accents, every immigrant holds his country close to heart. The immigrant consumer will latch onto brands that realise and uphold this fact,  almost like a child would to his warm blanket.

& Here is what I think brands need to be aware of, while reaching out to the immigrant:

1. National brands are relevant only when understood at a grassroot level – so while the thought can be ‘Canadian’, the ‘insights’ need to be local, or at least touch upon a common chord with the masses. Although, while grouping/segmenting, a thorough cultural immersion needs to be done before segmenting large clusters together as one. For eg: The entire Asian community does not think/behave alike.

2. Tweak the outer layers of the brand’s personality while speaking to different segments, but never compromise the brand’s core.

3. Immigrants today, form a majority of the youth and working sector of Canada. As the average age of these groups is lower than that of other Canadians, they will constitute a growing share of Canada’s younger consumers. Brands need to conduct youth studies of these groups, as they will form a significant part of the country’s make-up.

4. Think media. While being media-neutral is usually a good starting point for brands, when it comes to reaching out to the immigrant, it is important to understand their media habits to ensure messages intended for them, reach them.

The ethnic landscape in Canada is fast changing, brands that are quick on the uptake are the ones that will survive the ever-changing Canadian culture mosaic.

References:

Canadian marketing association.

Molson Canadian: more than just beer

For a beer brand to make commercials that instill a sense of patriotism and national pride is rather commendable. That’s exactly what Molson Canadian has done. The commercial has an average Canadian lad up on stage, proudly dispersing stereotypes about Canada and telling the audience what Canada is and is not.

Firstly, why Canada? Could any other nation pull off a similar ad? Yes and no. Molson Canadian has hit upon a very delicate spot – Canadians are always trying to shake off the American yoke and are tired of playing second fiddle to Uncle Sam. The beer has merely acted like a catalyst in helping Canadians embrace their land and feel proud to be Canadian,instead of apologetic about their differences.

Some lines from the ad ( I believe in peace-keeping, not policing, Diversity not assimilation ) stand out sharply as Canada’s attempt at standing taller than the States; while others are clearly pride drivers (Canada is the 2nd largest landmass! The 1st nation in hockey! And the best part of North America).

All this, while keeping ‘beer personality’ codes in mind: that of being a loud, back slapping, guzzler drink/buddy beverage and hence could plug this need gap, of being able to boldly stand up for the country.

They have even gone on to make a commercial with an “I am Canadian” anthem, which is pure goosebump material; especially when sitting in a bar, it’ll make you want to proudly call for a Molson.

What is truly wonderful, is how even though the beer isn’t really top-notch, it has created a powerful tool for itself – a symbol of what the country stands for. Canadians are stereotyped just as much as any other country is, if not more and this is ad helps debunk a handful of those stereotypes,especially American beliefs.

Another point in question: Do brands that take on a larger role garner a stronger place in the consumer’s heart? Because nowhere in the commercial is there any mention of what the product is like, and yet by the end of it, it makes you want to stand up and clap and go out and buy a Molson. Market leader being Corona, and Heineken at number 2, Molson Canadian shares 3rd place with Miller Genuine Draft. For a beer that doesn’t quite deliver on taste, the advertising has certainly pulled a lot of its weight.

Molson Canadian to me, has become a cult brand with these ads, at least for every Canadian. It is a brand that has understood how Canadians are stereotyped , what they feel about it, and how they’d like to speak out about it once and for all. And has done just that.The brand is truly a hero.