Signals From the Edge

A mid-year exercise to uncover blindspots and wins you’re too close to see.

Across the country, Challenger Brands are reminding us what Canadian ingenuity looks like under pressure with their responses to tarifs.

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.