A document that DDB Canada created for us as we were looking to re-brand. I managed most of the messaging at this phase of the project, then handed it over to Cathy Greer and Colin Osing.

1. BRAND
CONVICTIONS

2. A BRAND CONVICTION ENSURES YOU HAVE A
CLEAR, INSPIRIN
G&
REMARKABLE
MISSION & PURPOSE.

3. Where do I come from?
We are an award winning organization, with deep roots in print and
superior online growth through investment in SEO. We have built a
successful business model on the premise of hard work and smart
innovations.

4. What are my ambitions?
To be the leading local brand that connects consumers and
businesses in a way that is quicker, easier and more relevant than
ever experienced before.

5. Where is my world going?
Technology has allowed for an ever-changing source
of diverse data to be available to everybody. People
demand information at their fingertips whenever and
wherever they want it, and are seeking and sharing
opinion like never before.

6. Who are my Customers/advocates/influencers?
People who want trusted local information quickly and easily.
Businesses that want to reach and connect with broader audiences
within their communities.

7. What am I like?
We are a connector.

8. What experience do I enable?
We connect you with your community : business, events, resources.

9. What makes me different?
We are in your community; we are your community. And we are
your trusted source for everything about your community.

10. What do I fight for?
To help people find what they are looking for …

11. life.connected
We are an uncomplicated local brand that connects people to local
business, to their community and to each other. Whether it’s
information about the community centre, a hot local event, the hours for
the drycleaner, or the closest parking, we deliver it all, easily and
accurately. We connect people to life around them.

12. Consumer brand aspiration

13. Canpages connects me with my community. It’s
my trusted source to find local businesses and
services, with ease and accuracy.

14. For people
• Help me find everything local
• Let me connect to my neighbourhood, my
community, my life
• Do it all easily, quickly, and accurately

15. Business brand aspiration

16. Canpages puts my business in the heart of my
community with simple marketing solutions for
reaching local customers.

17. For business
• Present my business in context, with my community
• Connect me to engaged local consumers
• Boost my multimedia marketing, elevating me
above
a crowded marketplace
• Personalize solutions for my exact needs