Author: Sandra

AT&T Canada to Allstream Brand Transition

Opportunity: Employee Engagement Through Brand Transitions. Challenge AT&T Canada was faced with a major challenge. Private investors bought AT&T’s business-to-business unit in Canada and undertook a capital restructuring. Through a series of mergers, acquisitions, and divestitures, AT&T Canada found themselves with disparate business units, remnants of historically branded assets (CNCP, ACC, Netcom, MetroNet, and Montage-DMC) and they needed to launch a new corporate identity. Senior leadership had a desire to leverage the launch their new brand to bring together the disparate business units into one cohesive company in addition to the opportunity to transition all the current and historical...

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Transformative knowledge creation is key to successful long-term original content initiatives

Original content should be about delivering value to customers through mutually relevant and beneficial knowledge. This is not content curation or social media sharing. Companies that want to be thought leaders need to determine what “knowledge” will help their customers transform their business and take ownership of that knowledge area. Of course, the “knowledge” area that companies choose needs to be mutually beneficial to their own business objectives as well as those of their clients. Many organizations that choose to create knowledge rather than curate information rely on the creation of intellectual property (IP) through market research. This IP...

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North American Legal System – A blessing and a curse for feminism

Regardless of how long I live outside of Canada, I regularly follow the news of my birthplace.  I look at the local news, catch up on the politics, read the business section and yes I read the crime/justice section too. Recently a very high profile sexual assault case came to its conclusion in a Toronto courtroom. For weeks and months ahead of the verdict, Canadians talked about it at the water cooler, over dinner and as you can image over every social media platform possible. It was fascinating and gut-wrenching at the same time. A curse where complainants, victims,...

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“I have had the pleasure of working for many years with Sandra, first as colleagues running a national marketing team, then in a marketing consulting role. Sandra is a marketing communications expert and has the rare ability to go deep on disciplines such as social media and research analysis, while also being a proficient brand strategist and business leader. I have benefited tremendously from her marketing expertise, team leadership skills, and sound business knowledge.” Jeff Lowe VP Marketing, SMART...

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“Sandra is a dedicated and highly skilled individual capable of leading complex teams to achieve critical goals for any organization. Sandra brings a refreshing leadership to any group that she engages with and can be depended on to get the job done.” Steve McBroom Leader of Enterprise Infrastructure PMO, SunLife...

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