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In January 2018, an account manager at a Canadian advertising agency was tasked with making a recommendation regarding a potential workplace safety marketing campaign in Manitoba, Canada, that aimed to lower the number of work-related injuries and deaths. The account manager had previously been involved with a 2016 advertising campaign that had used an innovative approach to expose the attitudes and opinions that young people had about workplace safety. Cleverly utilized hidden-camera footage of inexperienced young people eagerly agreeing to dangerous working practices caught the attention of the public and media, and ultimately helped raise awareness and reduce workplace injuries in Manitoba. The account manager felt strongly that more needed to be done to improve workplace safety, but he needed to analyze the 2016 results to determine whether a new marketing campaign was the best solution. He would be working with and ultimately pitching his recommendation to a multi-faceted team made up of members who each had a stake in improving workplace safety in Manitoba. With the team already formed and time of the essence, he knew he must analyze and address the potential opportunities of a behavioural marketing campaign in order to make a recommendation on a course of action that could potentially save young Manitobans’ lives.

In January 2018, an account manager at a Canadian advertising agency was tasked with making a recommendation regarding a potential workplace safety marketing campaign in Manitoba, Canada, that aimed to lower the number of work-related injuries and deaths. The account manager had previously been involved with a 2016 advertising campaign that had used an innovative approach to expose the attitudes and opinions that young people had about workplace safety. Cleverly utilized hidden-camera footage of inexperienced young people eagerly agreeing to dangerous working practices caught the attention of the public and media, and ultimately helped raise awareness and reduce workplace injuries in Manitoba. The account manager felt strongly that more needed to be done to improve workplace safety, but he needed to analyze the 2016 results to determine whether a new marketing campaign was the best solution. He would be working with and ultimately pitching his recommendation to a multi-faceted team made up of members who each had a stake in improving workplace safety in Manitoba. With the team already formed and time of the essence, he knew he must analyze and address the potential opportunities of a behavioural marketing campaign in order to make a recommendation on a course of action that could potentially save young Manitobans' lives.

Faced with the challenge of continuing to differentiate the Wellness Institute from traditional fitness facilities, the executive director at the non-profit organization was considering undertaking a thoughtful and comprehensive internal and external branding exercise to improve and refresh its brand. The executive director found the inconsistencies of the current brand troublesome. She was faced with some potential opportunities she would like to explore by better understanding the organization’s brand. But would her many stakeholders support spending money on a branding exercise and investing resources in an effort to impact a broader community? Could she justify the expense to her board? How would her staff react to the rebranding? Was branding the best place to invest resources to impact the broader community?

Faced with the challenge of continuing to differentiate the Wellness Institute from traditional fitness facilities, the executive director at the non-profit organization was considering undertaking a thoughtful and comprehensive internal and external branding exercise to improve and refresh its brand. The executive director found the inconsistencies of the current brand troublesome. She was faced with some potential opportunities she would like to explore by better understanding the organization's brand. But would her many stakeholders support spending money on a branding exercise and investing resources in an effort to impact a broader community? Could she justify the expense to her board? How would her staff react to the rebranding? Was branding the best place to invest resources to impact the broader community?