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The Lexus Hoverboard Is Brand Positioning Incarnate

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The Internet has recently been aflame with video content from the Lexus marketing department, showcasing a steaming, boardlike object, made of futuristic carbon fibre and woodgrain, floating inches above a sun bleached skate ramp somewhere in Barcelona. “It’s a Hoverboard, and It’s Real” Exclaims the Internet  It takes a second …

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Toronto Branding Agency Distility in the News

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This month, Distility CEO Axle Davids was quoted in some interesting articles by both The Globe and Mail and The Canadian Press. Here’s the roundup! Distility on Tim Horton’s 50-Year Anniversary via The Canadian Press Tim Horton’s is at a crossroads fifty years into its life – how can it keep its …

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Brand Strategy Attack: Ford Repositions Cadillac for Phoniness in Must-See Video

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For those that live in the trenches of brand warfare, Ford’s recent response to Cadillac’s repulsive “Poolside” advertising campaign is golden. It clearly indicates the power that brand positioning can have when used to its fullest. Cadillac’s Poolside: A Quick Recap Poolside features actor Neal McDonough extolling workaholism, consumerism and …