Category Archives: brandawesomeness

Get on this: CaseCamp is back, huger than ever and this time for SickKids


You might also call this CaseCampWorthTheWait, this one is bigger, huger and also larger than ever, featuring a full on mini-conference followed by a casecamp classic. The latter part is free as always, but your donations ($50 is suggested) is going towards SickKids. Eli Signer the superhuman behind CaseCamp and his team of rockstar collaborators have an ambitious target to raise $50,000 for the hospital for sick kids, specifically:

Funds raised at CaseCamp Benefit will go towards transforming the Critical Care Unit Waiting Room at SickKids Hospital in Toronto.

The Critical Care Unit at Toronto’s SickKids Hospital delivers round-the-clock care for children in urgent medical situations. The waiting room, located outside the unit, is a space designated for the families and friends who are visiting patients. Visitors use this room in a variety of ways: some are only dropping by en route to being admitted to the CCU while others will set up camp there for an extended period of time. The space must cater to a diverse population with multiple needs and preferences. Currently the space is in dire need of a renovation. –more

Great content, great cause, case closed.


Wednesday, September 16th, 2009


CiRCA 126 John St. Toronto ON


CaseCamp Conference

A grounding in internet culture and a crash course on social media strategy & tactics

CaseCamp Classic
The original! Four cases studies, followed by networking fun and drinks


Brand Awesomeness

Chris Matthews of Specialized has a great idea brewing about why Brand Awesomeness is the new brand awareness.

I’m not a big fan of “branding” in it’s classic sense. It seems to be relied upon too often as a crutch to support marketing efforts that don’t have a clear message, strategy, and direction. “Oh, this is more of a branding ad/email/website/billboard”…I’ve heard and read that often. In a world of connected customers, cheaper ‘no-name’ brands of high quality, and a whole lot of other marketing noise out there, does this really make any sense anymore? Or has it become a way to justify a poor marketing execution that merely follows tradition?

And so Chris introduces this idea of brand awesomeness. I’m sure you could think of a few brands right off the top your head that have high brand awesomeness. Let’s call this “unaided brand awesomeness”.

How are you tracking the aided and unaided awesomeness of your brand?

As Chris points out, in a world increasingly dominated by (inter!)-connected and increasingly advertising-jaded consumers, what matters for Brands is being part of the stories that consumers tell each other while the old one-to-many broadcast paradigm of Brand and PR building fades inexorably into the sea of background noise and filtered-out information overload.

Link: Designing Brand Awesomeness

ps. there’s a rumour Chris may be back in town to speak at our venerable alma mater sometime in the new year. Keep a lookout.