Ikonica : A Field Guide to Canada's Brandscape

"Ikonica is the first exploration of Canada's rich and unique brand heritage. Authors Jeannette Hanna and Alan Middleton shed light on the evolution of our country's best-known brands, from the Hudson's Bay Company to Canadian Tire. The visual tour of Canada's branding environment highlights the prime movers, the triumphs and the failures." "Both Hanna and Middleton draw on years of experience as brand strategists to offer an inside look at the major players in Canadian branding, from global success stories like Cirque du Soleil to domestic upstarts like WestJet. The heart of the books is almost thirty interview with a "who's who" of major business and cultural figures including Paul House (Tim Hortons), Robert Milton (Air Canada), Fred Schaeffer (McCain Foods), and William Thorsell (Royal Ontario Museum). The authors' provocative analysis shows what it takes for Canadian brands to punch above their weight in the global marketplace."--BOOK JACKET.

Alan Middleton is executive director of the Schulich Executive Education Centre and assistant professor of marketing at the Schulich School of Business at York University in Toronto.