Signals From the Edge

How we applied Challenger Brand strategy to reposition a country. Behind the scenes of True North. True Canada.

Change is often framed as a logical next step, when in reality, it is an emotional, political, and structural shift.

Against a backdrop of global instability, political unrest, and environmental disruption, one truth stands out: brands that earn trust and act with purpose will lead the future.

The start of 2025 has been anything but predictable. For Canadian founders and marketing leaders, economic pressures, shifting consumer expectations, and an evolving global landscape present challenges that can feel overwhelming. But history has shown us: challenging times create the conditions for transformation.

Selecting a marketing agency can feel a lot like swiping on Tinder: There’s instant appeal—but real impact comes down to shared values, long-term alignment, and the ability to challenge each other toward growth.