Views & POVs

Yield has been operating for 28 years. Here we show what the real value of that accumulated experience and thinking is for clients today.

Yield’s President Ted Nation provides his perspective on how the real estate boom is affecting consumer spending in Toronto and Vancouver and what marketers should be watching for.

Let’s look at the tools or movements that are here or on the horizon that we can adopt and embrace today and start closing the gap between us and consumers.

With a career working on both sides of the fence, behemoths and boutiques, Ted Nation has big ideas on smaller shops.

There is no easier day to do something brave with your brand than today. It gets harder tomorrow, and even harder next year.

To be a Challenger Brand takes fearlessness – the audacity to dream, the confidence to begin and the dedication to continue.

To be a Challenger Brand takes fearlessness – the audacity to dream, the confidence to begin and the dedication to continue.

For Challenger Brands, the way they behave internally can be as important to their success as the steps they take with their external-facing efforts.

Just as genetic mutation is the driver of evolution, so do Challenger Brands create the consumer demand that drives our markets. Without Challenger Brands, categories stagnate. Market leaders stick with what got them there, and shy away from change or innovation. Consumers suffer.