Generated by All in One SEO v4.9.10, this is an llms.txt file, used by LLMs to index the site.

# Coin Branding

Great branding means business

## Sitemaps

- [XML Sitemap](https://coinbranding.com/sitemap.xml): Contains all public & indexable URLs for this website.

## Posts

- [Introducing my online course: Attract for Advisors](https://coinbranding.com/introducing-my-online-course-attract-for-advisors) - https://youtu.be/hZoMEau3J2o?si=81X2jKZFGzQkP0mU [Cache #259] Today, I am putting all my cards on the table. It has been 25 years since I began my branding career, on naming and positioning assignments for organizations including Sun Life, Brookfield, Revera, Kingsett Capital, Oaken Financial, Canadian Tire, The National Ballet of Canada and many more. It has been 15 years since I
- [Don’t you dare touch the can](https://coinbranding.com/dont-you-dare-touch-the-can) - That was my main message for Meegan Read of CBC Radio One when asked for my thoughts on the announcement by the Campbell Soup Company that after 155 years, they intend to drop “soup” from their corporate name – and become The Campbell’s Company. The name change is designed to convey to investors that Campbell’s
- [The Olympic humility of Sidney Crosby](https://coinbranding.com/the-olympic-humility-of-sidney-crosby) - [Cache #258] It must have almost killed Sidney Crosby, to not play in the Olympic hockey gold medal game vs. the United States, due to injury. That is what I would say if I didn’t know anything about the man. Or observed his downcast placidity in the post-loss news conference, in which he and coach
- [Why am I grinning about WD-40?](https://coinbranding.com/why-am-i-grinning-about-wd-40) - [Cache #258] Imagine working for a $3-billion company for 30 years, and being the CEO for two, and not knowing the ingredients of your product. That was precisely the position of Steve Brass, until 2024, when he was finally shown the secret formula for WD-40. It is written in a notebook that is locked in
- [FIFA doesn’t give a kick](https://coinbranding.com/fifa-doesnt-give-a-kick) - https://youtu.be/hBcHXXP0ihQ [Cache #258] FIFA is one of the brands I am watching closely this year amid the impending World Cup. They seem to love controversy, to the point that I wonder if they create it intentionally. Above is a video in which Megan Matthews and I discuss the top three brands we are watching this
- [You need to be better than a robot](https://coinbranding.com/you-need-to-be-better-than-a-robot) - [Cache #258] TD has a new ad campaign, with this tagline: We believe the digital future is also a human one. Megan Matthews and I discuss it in the above 30-second video; our full conversation is here. Working with many financial advisors as I do, my mind goes immediately to what TD’s wealth management function
- [Remember Those Promises You Made?](https://coinbranding.com/remember-those-promises-you-made) - https://youtu.be/wvoIxp8nsb0 [Cache #257] Introducing a new service that increases profitability without adding additional headcount and gives you more time to focus on the business activities you love. -- The brand foundations I create for advisor clients are intended to be their ultimate decision-making filter. A document that sits above all else – above any marketing
- [Never Have A Naming Contest](https://coinbranding.com/never-have-a-naming-contest) - Naming is one of my specialties. But it is not because naming forms a portion of my livelihood that I must tell you this: Never have a naming contest. I have praised the name Toronto Tempo for the city’s new WNBA team. You can see my laudatory statements here. Only recently, in this video conversation
- [Advisors: PODCASTS = REFERRALS](https://coinbranding.com/advisors-podcasts-referrals) - https://youtu.be/3XgxyEbCDtI Advisors don’t just want more referrals. They want more HNW referrals. Podcasts are becoming one of the most effective ways to make that happen. When an advisor hosts a podcast, introductions become much easier. Instead of asking a client... “Do you know anyone I should meet? ...You can say: "Is there someone interesting in
- [What is Canada’s brand?](https://coinbranding.com/what-is-canadas-brand) - See the full post and video on LinkedIn. This is a big year for Canada. The Winter Olympics, the FIFA World Cup, and politics are all focusing the world’s attention on us, forcing us to look in the mirror like never before. All while we are having a full-blown identity crisis. Will we reach consensus
- [Ted Matthews: Timeless](https://coinbranding.com/ted-matthews-timeless) - https://youtu.be/hkYAxFztFxY I have a great mentor. His name is Ted Matthews. I first met Ted in the summer of 2006, in his office on Jarvis Street in Toronto. He had founded an integrated marketing communications firm, grown it to a staff of 80, worked with Fortune 500 clients, and then sold it. Then he launched
- [No-Ho-Ho](https://coinbranding.com/no-ho-ho) - [Cache #256] Many people and organizations are afraid to say “Merry Christmas” to their clients. Or even use the word “Christmas” at all. I have struggled with it myself. My sense of the argument against wishing people a Merry Christmas is that it is exclusive – that it excludes people. Ultimately, my view is that
- [There’s fear, and then there’s fear](https://coinbranding.com/theres-fear-and-then-theres-fear) - The main story I wanted to cover in this edition of Cache is the fear that many people have over saying Merry Christmas, and how leaning into it is an opportunity for you and your brand to stand out and create goodwill. Then Bondi Beach happened, and it seemed like talking about the fear that
- [You too can win Christmas](https://coinbranding.com/you-too-can-win-christmas) - Regarding the mass email that says Merry Christmas or Happy Holidays: the intent, presumably, is to reach out and make some kind of personal connection with your audience. It is also an excellent opportunity to say thank you. However, if it is not well-executed, it ends up feeling impersonal. Like an effort to simply tick
- [Mark Halpern: Power of Platinum™](https://coinbranding.com/mark-halpern-power-of-platinum) - Mark Halpern, founder of WEALTHinsurance.com, is one of our elite advisor clients, each of whom has a unique brand position. Fundamental to Mark’s is that he educates fellow advisors. Lots of them. Through his groundbreaking Power of Platinum™ program, he is equipping great advisors with the clarity, confidence, and tools to realize their full potential.
- [Happy Winter-Related Celebration to all!](https://coinbranding.com/happy-winter-related-celebration-to-all) - By Faith Seekings Merry Christmas. Happy Holidays. Season’s Greetings. Happy Hanukkah. Thank you. How about none of the above? We have written elsewhere in this blog, here and here, about Christmas and Hanukkah and still believe strongly that they are great ways to express caring and thanks. But guess what? You can keep your powder
- [Shad is out as host of q](https://coinbranding.com/shad-is-out-as-host-of-q-2) - I had an enjoyable interview at CBC studios today with Deana Sumanac on the resignation of Q host Shad and his replacement by CBC Radio Two host Tom Power. Click here to watch the video. https://www.youtube.com/watch?v=o1Hgyg7lNbI What does this say about the strength – or lack thereof – of the Q brand? Were Ghomeshi's shoes simply too big
- [On CBC’s The National re Burberry](https://coinbranding.com/burnberry) - https://www.youtube.com/watch?v=eVoQJMbMDTg Branding expert Andris Pone comments on Burberry's decision to stop burning unsold merchandise and stop selling fur.
- [How to have a smooth succession](https://coinbranding.com/advisordrive-with-andris-pone-and-guest-ian-ardill-how-to-have-a-smooth-succession) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=2QANQKvFibs
- [Ask your clients THIS question](https://coinbranding.com/advisordrive-with-andris-pone-and-guest-ian-ardill-ask-your-clients-this-question) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=txUwO2k8glc
- [AdvisorDrive with Andris Pone and guest Ian Ardill: FULL INTERVIEW](https://coinbranding.com/advisordrive-with-andris-pone-and-guest-ian-ardill-full-interview) - https://www.youtube.com/watch?v=S_tuP0CZQNI
- [How to not KILL your business](https://coinbranding.com/how-to-not-kill-your-business-advisordrive-with-andris-pone-and-guest-ian-ardill) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=NymynU-vwP4
- [My relationship with my dad in this business](https://coinbranding.com/advisordrive-with-andris-pone-and-guest-ian-ardill-my-relationship-with-my-dad-in-this-business) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=V9n_HyBKZGA
- [Want referrals? Do client reviews.](https://coinbranding.com/want-referrals-do-client-reviews-advisordrive-with-andris-pone-and-guest-ian-ardill) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=_vyki7urIPg
- [How do you build an exceptional business?](https://coinbranding.com/how-do-you-build-an-exceptional-business-advisordrive-with-andris-pone-and-guest-ian-ardill) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=QPoTSgk5QY0
- [Feel free to reach out](https://coinbranding.com/advisordrive-with-andris-pone-and-guest-ian-ardill-feel-free-to-reach-out) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=4kIGREQOD5M
- [What is an exceptional ecosystem?](https://coinbranding.com/what-is-an-exceptional-ecosystem-advisordrive-with-andris-pone-and-guest-ian-ardill) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=yBaumatK4wQ
- [How do you get referrals? Care.](https://coinbranding.com/advisordrive-with-andris-pone-and-guest-ian-ardill-how-do-you-get-referrals-care) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=48o6DNX8_uE
- [How being a pastor helps my business](https://coinbranding.com/how-being-a-pastor-helps-my-business-advisordrive-with-andris-pone-and-guest-ian-ardill) - AdvisorDrive with Andris Pone and guest Ian Ardill. https://www.youtube.com/watch?v=4VN9YLM_aHI
- [The lost art of saying thank you](https://coinbranding.com/the-lost-art-of-saying-thank-you) - Since the age of about 14, I have kept almost every letter, birthday card, postcard and thank you card I have received. Along with concert tickets (my first: April Wine, at Lansdowne Park in Ottawa, on August 28, 1981. I was 13. Bryan Adams and Loverboy opened. Cost? $10.50). These artifacts sit, like hundreds of
- [It’s time for the Blue Jays’ brand to grow up](https://coinbranding.com/its-time-for-the-blue-jays-brand-to-grow-up-2) - (Cache #214) This blog was originally posted on September 25, 2015. At the bottom of the post, Andris reflects on it, here in October, 2025. “Fans of the New York Yankees were in force at Rogers Centre in Toronto Wednesday night, for a crucial game against the Blue Jays. Many were bearing the American flag, the Stars and
- [The niche-iest niche: Outfitter Financial](https://coinbranding.com/the-niche-iest-niche-outfitter-financial) - https://www.youtube.com/watch?v=EbDUf2RN3U4&feature=youtu.be “Coin knows how to deliver a kickass project.” Scott Morrow has the narrowest niche brand in the advisor world, and is living it with ultimate authenticity. We are proud to work with him. “If it wasn’t for what the team produced, I don’t think I’d be here today. Knowing that my brand is not
- [Determine your difference: Bull Financial](https://coinbranding.com/determine-your-difference-bull-financial) - https://www.youtube.com/watch?v=VPx9ASr6ysY “When people ask me what I do, I have an answer. It helps differentiate us from the crowd. And I didn’t have that before I met Andris.” Mark Bull, MFA-P, CLU, CFP, CHS, CEA President Bull Financial Be strong at every stage® www.bullfinancial.ca Video by See My Clients and Ryan Parent
- [The end of 9/11](https://coinbranding.com/the-end-of-9-11) - (Cache #212) This blog was originally posted on September 11, 2015. At the bottom of the post, Andris reflects on it, here in September, 2025. When you went to bed last night, did it even occur to you that today would be September 11th? Not to me. I am amazed that until almost 9am today, it did
- [Authenticity Is Dead](https://coinbranding.com/authenticity-is-dead) - (Cache #254) By Andris Pone, President, Coin Branding Inc. It used to be all about authenticity. Now it’s all about faking it. What happened? Ted Matthews, Simon Sinek, Brené Brown and many others made “purpose,” “authenticity,” “vulnerability” and “having a why” THE branding buzzwords of the past 20 years. I have been very much in
- [Make your brand contagious: Ardill Group](https://coinbranding.com/make-your-brand-contagious-ardill-group) - https://www.youtube.com/watch?v=2RMnLuS3OQw “If you are an active, good quality advisor, the issue is not being busy. It’s about being busy with the right clients. This is where Andris has come in and played a massive role in our marketing. How do we attract the right clients? By defining our brand and value, and creating an ecosystem
- [How to keep your clients amid the madness](https://coinbranding.com/how-to-keep-your-clients-amid-the-madness) - Clients are switching advisors at a pace not seen since COVID. They are scared because of what is happening with tariffs.
- [Is talking politics bad for your brand?](https://coinbranding.com/is-talking-politics-bad-for-your-brand) - Is talking politics on social media good or bad for your brand? LinkedIn, among other places, has become highly politicized territory. In Canada, the current federal election has turned things up to a fever pitch. Some thoughts: https://youtube.com/shorts/R6p_N-mJ3F4?si=oqoy_advAQCxMp_k First, understand that in our polarized political environment, if you publicly support one party over another, it
- [Introducing Oaken Financial](https://coinbranding.com/introducing-oaken-financial-2) - Originally posted November 29, 2013. First a fruit, as in Tangerine, was introduced three weeks ago as the new name...
- [World video premiere](https://coinbranding.com/world-video-premiere) - Click the image to see the post live on LinkedIn!
- [Announcing our new name](https://coinbranding.com/announcing-our-new-name) - Click the image to see the post live on LinkedIn!
- [VIDEO:  Cache is back](https://coinbranding.com/video-cache-is-back) - Cache went dormant in 2016, after 251 editions. But it turns out I have a lot to say. Starting with Happy Anniversary! https://www.youtube.com/watch?v=Zkhf-pHQGWQ
- [Sonnet Stands Apart](https://coinbranding.com/sonnet-stands-apart) - [Cache #249] By Andris Pone – President, Coin Branding See update and video at end of post >> The essence of branding is being different. At first glance, this objective might make branding, as a discipline, seem like a cakewalk – because pretty much every company out there thinks and says they are different from everyone
- [Tempo Beats Sceptres](https://coinbranding.com/tempo-beats-sceptres) - As a namer, I think that Toronto Tempo, the new moniker for the city’s WNBA franchise, nails it like a nothing-but-net three-pointer. In contrast, Toronto’s new PWHL team fanned on their name: Sceptres. First, the Tempo. As a namer, I love it. It is a great name because of its sounds, many positive meanings in
- [Blogging = Referrals](https://coinbranding.com/blogging-referrals-2) - You have arrived at your level through unique experiences and have gained a wealth of wisdom – and so you have a lot to say. As a busy advisor, you may not have time to write blog posts or newsletters, but we can help make it quick and painless. Read on to learn why this
- [Indigo book signing - photos!](https://coinbranding.com/indigo-book-signing-photos) - Today I am celebrating my good fortune at having such great family, friends, clients and business partners. What a launch last night at the IndigoSpirit First Canadian Place. THANK YOU.
- [Blogging = Referrals](https://coinbranding.com/blogging-referrals) - You have arrived at your level through unique experiences and have gained a wealth of wisdom – and so you have a lot to say. As a busy advisor, you may not have time to write blog posts or newsletters, but we can help make it quick and painless. Read on to learn why this
- [Coin Builds Beautiful Brands](https://coinbranding.com/coin-builds-beautiful-brands) - "A brand created by Coin Branding – a brand that Andris is in charge of – is a beautiful brand. As he showed us in developing the Surround name and brand, Andris is the master of constructing a brand that has staying power and integrity, because he is so solid about his research process,
- ["He Lived the Lives of 10 Men"​: Lessons I've Learned from Neil Peart](https://coinbranding.com/he-lived-the-lives-of-10-men-lessons-ive-learned-from-neil-peart) - Geddy Lee, Alex Lifeson and Neil Peart – Rush – are my heroes. I saw them perform 21 times, starting in 1982 and ending in 2015 on their triumphant 40th anniversary tour, the last they would ever do. Suffice to say that their music, and the example they set as kind, talented and successful human
- [Ardill Group newsletter:  The Independent](https://coinbranding.com/ardill-group-newsletter-the-independent) - Click the image to see our work live! Since 2020, Coin has supported the quarterly newsletter of Ardill Group.
- [Tyler Marche blog:  Marche Monthly](https://coinbranding.com/tyler-marche-blog-marche-monthly) - Click the image to see our work live! Since 2018, Coin has supported the blog of Marche Wealth Management of RBC Dominion Securities.
- [Surround newsletter:  The Surroundup](https://coinbranding.com/surround-newsletter-the-surroundup) - Click to see some of the work we’ve done supporting the blog of Surround Wealth Advisors
- [YOU can avoid this unpleasant surprise](https://coinbranding.com/you-can-avoid-this-unpleasant-surprise) - Click the image to see the post live on LinkedIn!
- [Happy Valentine’s! Are you in love with CRA?](https://coinbranding.com/happy-valentines-are-you-in-love-with-cra) - Click the image to see the post live on LinkedIn!
- [You are a tax cheat](https://coinbranding.com/you-are-a-tax-cheat) - Click the image to see the post live on LinkedIn!
- [May I reminisce for a moment?](https://coinbranding.com/may-i-reminisce-for-a-moment) - Click the image to see the post live on LinkedIn!
- [Portraits in Excellence](https://coinbranding.com/portraits-in-excellence) - Click the image to see the post live on LinkedIn!
- [Today marks my 39th year](https://coinbranding.com/today-marks-my-39th-year) - Click the image to see the post live on LinkedIn!
- [Let Dan die happy](https://coinbranding.com/let-dan-die-happy) - Click the image to see the post live on LinkedIn!
- [I’m almost ready for my closeup](https://coinbranding.com/im-almost-ready-for-my-closeup) - Click the image to see the post live on LinkedIn!
- [What inspires me?  Excellence.](https://coinbranding.com/what-inspires-me-excellence) - Click the image to see the post live on LinkedIn!
- [I offered myself an amazing opportunity… and I took it!](https://coinbranding.com/i-offered-myself-an-amazing-opportunity-and-i-took-it) - Click the image to see the post live on LinkedIn!
- [Andris talks branding on Something for Nothing, the Rush fancast](https://coinbranding.com/andris-talks-branding-on-something-for-nothing-the-rush-fancast) - I recently had one of the most enjoyable conversations of my life. Lucky me, I got to talk about two of my greatest passions: Rush and branding. Two years ago last week, Rush drummer and lyricist Neil Peart passed away. Along with being one of the greatest drummers who ever lived, he was a Renaissance man practically without
- [Birks and Tiffany & Co: Battle of the Blue Jewelry Boxes](https://coinbranding.com/birks-and-tiffany-co-battle-of-the-blue-jewelry-boxes) - A quote from yours truly in the National Post, in an interview related to Birks' entry to the United States. Something that did not make print was my view that the awareness Tiffany's has built in Canada around the "little blue box" has not just eaten Birks' lunch, but the entire buffet. -- IN THE MEDIA:
- [Andris Pone media comment on United](https://coinbranding.com/andris-pone-media-comment-on-united) - I had the pleasure of being interviewed by Hollie Shaw of the National Post: National Post
- [Weight Watchers becomes WW](https://coinbranding.com/weight-watchers-becomes-ww) - To align with their new strategy, Weight Watchers has changed their name to WW. What do I think of the new moniker?
- [Cult skin cream sets sights east](https://coinbranding.com/cult-skin-cream-sets-sights-east) - Andris Pone said the therapeutic skin moisturizer’s success hinges on the story of its creation and consumer testimonials.
- [McDonald’s to start offering McCafé on WestJet](https://coinbranding.com/mcdonalds-to-start-offering-mccafe-on-westjet) - “I see this as a coup for McDonald’s because the deal is not with Tim Hortons, and WestJet has made being Canadian part of their brand in a way that I would see align more with the Tim Hortons brand than it would with McDonald’s,” said Andris Pone, president of Coin Branding. Read article McDonald's
- [Canadian Tire launches Triangle Rewards](https://coinbranding.com/canadian-tire-launches-triangle-rewards) - “Canadians like their loyalty programs, and they love Canadian Tire,” said Pone. “In last week’s Leger survey, Canadian Tire was ranked third most-admired brand in Canada (behind Google and Shoppers Drug Mart), exactly the same position as last year. So this brand is less vulnerable than most to consumers’ privacy fears. And people have always
- [Evan Solomon review led to ‘decisive’ action, CBC president says](https://coinbranding.com/evan-solomon-review-led-to-decisive-action-cbc-president-says) - Andris Pone, a brand consultant, told Roumeliotis that he was surprised at the speed of the dismissal — and also surprised that Solomon "would get himself in that kind of situation." The allegations, he said, could lead to the perception "that he might be going lighter or be enticed … to go lighter in his
- [Jian Ghomeshi Now Faces Court of Public Opinion in Trying to Rehabilitate Image](https://coinbranding.com/jian-ghomeshi-now-faces-court-of-public-opinion-in-trying-to-rehabilitate-image) - Toronto-based branding expert Andris Pone agreed with Bonner that Ghomeshi is in a really difficult spot because while he has been acquitted in the legal sense, he's been convicted in the court of public opinion. "It's hard for people to move forward without some kind of redemption story." Pone said he doesn't believe Ghomeshi's apology
- [Firing O’Reilly:  What is Fox’s Future?](https://coinbranding.com/firing-oreilly-what-is-foxs-future) - "Their brand is all about extreme conservatism, anger, outrage, and there is very clearly an appetite for that," says Pone. Read article Fox future: Can Fox News maintain its momentum after losing Bill O'Reilly?
- [Attract CBC Radio One Interview](https://coinbranding.com/attract-cbc-radio-one-interview) - According to LinkedIn, you’re all saying the same thing in your profiles. But: you and I both know you have a unique gift. How, then, to express it differently? That’s what Attract is all about, and what Meegan Read and I talked about on CBC Radio One yesterday, here: https://coinbranding.com/wp-content/uploads/2018/01/00194827.mp3
- [Indigo shares plunge](https://coinbranding.com/indigo-shares-plunge) - I am not surprised at a time when they are changing like this that they are having trouble, but I think they could very much turn it around
- [Aliens ‘natural fit’ for Mobilicity](https://coinbranding.com/aliens-natural-fit-for-mobilicity) - Branding consultant Andris Pone, chief namer at Andris and Associates Brand Naming in Toronto, has a different point of view. “It is almost beside the point whether aliens are intrinsically more relevant to a wireless brand than beavers are,” he said. “What really matters is whether the creative execution can make them so. Although the
- [CBC Radio One Interview:  IHG properties, including Holiday Inn, tossing toiletries bottles](https://coinbranding.com/cbc-radio-one-interview-holiday-inn-dumping-toiletries-bottles) - Are hotel guests OK with hygienically questionable and cheap looking toiletries in the name of saving the environment? I say probably. International Hotels Group, parent of Holiday Inn and many other brands, is about to find out. [bctt tweet="Are hotel guests OK with hygienically questionable and cheap looking toiletries in the name of saving the
- [Raptors will win in both courts](https://coinbranding.com/raptors-will-win-in-both-courts) - Will Monster Energy Drink get squashed like the Golden State Warriors by the Toronto Raptors? Check out my interview with CBC Radio to find out.
- [Mastercard's nameless logo: Priceless or puffery?](https://coinbranding.com/mastercards-nameless-logo-priceless-or-puffery) - Some thoughts in addition to those shared yesterday in the interview: Mastercard is drowning in their own Kool-Aid if they think their new nameless logo, which they call their Symbol, represents Mastercard better than the word "Mastercard." That said, my first question upon hearing of the logo change was whether people would recognize the Symbol
- [Talking Trump on The National Tonight](https://coinbranding.com/talking-trump-on-the-national-tonight) - Celebrities are swinging at Trump from the stage. What does this phenomenon, and Trump's reaction to it, mean for the brand of the American presidency? I considered these questions and more in an enjoyable interview this afternoon with Ron Charles of CBC's The National. It airs tonight at: -10 on the CBC main network -9 on CBC News Network -9
- [WestJet vs Lil Pump](https://coinbranding.com/westjet-vs-lil-pump) - https://coinbranding.com/wp-content/uploads/2017/12/Andris-CBC-YVR-12-15_02.mp3
- [Boston Pizza Looks to Fatten Up Its Burger Share](https://coinbranding.com/boston-pizza-looks-to-fatten-up-its-burger-share) - Andris Pone, president of Coin Branding in Toronto, said Boston Pizza has done a decent job over time in letting customers know that its menu features items other than pizza. “Pursuing a stronger positioning around burgers isn’t too far-fetched for them,” he said. Still, he added, the broader positioning of Boston Pizza is aching for
- [Say goodbye to Mac’s: Convenience store to be retired, rebranded as Circle K in 2017](https://coinbranding.com/say-goodbye-to-macs-convenience-store-to-be-retired-rebranded-as-circle-k-in-2017) - Andris Pone, president of Coin Branding, said that although he sees the value of efficiency in managing a consolidated brand, he does not expect this name change will immediately push revenues higher. “Many Canadians have never heard of Circle K and I think that’s a major risk,” Pone said. “There could be some confusion or
- [Effective Succession Planning is a Process for Developing Potential](https://coinbranding.com/effective-succession-planning-is-a-process-for-developing-potential) - In his presentation, Pone encouraged advisors to get past “what” marketing – describing what they do – to instead embrace and create materials that tell clients and prospective clients why. “Your brand is not what you say it is,” he told the group, “it’s what Google says it is. People form an opinion on that
- [Will Amazon.com Inc crush Etsy.com with new ‘Handmade at Amazon’ category?](https://coinbranding.com/will-amazon-com-inc-crush-etsy-com-with-new-handmade-at-amazon-category) - Although Etsy has a strong history and first mover advantage in the category, Amazon is still far more powerful, said Andris Pone, president of Toronto-based Coin Branding Inc. “As impressive as Etsy is, with 22 million active users, they are still almost puny compared to Amazon in terms of brand awareness,” he said. “The big
- [A dollar is a loonie, $2 is a toonie. Could a $20 be a Vimy?](https://coinbranding.com/a-dollar-is-a-loonie-2-is-a-toonie-could-a-20-be-a-vimy) - “I don’t want to diminish the cause at all — the cause is really important — but the odds are long that this rebranding of the $20 bill will work,” says Andris Pone. Pone is the president of Coin, a branding firm. He had to pull a $20 bill from his wallet to confirm the
- [Post-Ghomeshi, can the Q brand recover?](https://coinbranding.com/can-the-q-brand-recover) - Dear Reader, I had the pleasure of a conversation today with reporter Ioanna Roumeliotis of CBC TV's The National, who had some questions about the impending rebrand of Q, the show vacated by Jian Ghomeshi. A new host, rapper Shad, was named today. You can watch the story (which includes my very short interview) here (the location of this link may
- [Standing Out From The Business School Crowd](https://coinbranding.com/standing-out-from-the-business-school-crowd) - Comment from yours truly in a Brenda Bouw feature for the Globe and Mail, alongside my good friend Mark Healy, CMO of Tennis Canada.
- [Air Canada Baggage-Tossing](https://coinbranding.com/on-cbc-radio-one-re-air-canada-baggage-tossing) - Happy Easter everyone, If you happen to be near a radio later this afternoon or in the morning, a short interview I did with Paul Haavardsrud of CBC Radio One will air during their business segment. I provided some opinion regarding potential damage to Air Canada's brand, in light of the baggage-tossing incident captured on video here and
- [Andris on BNN tonight re Lance Armstrong](https://coinbranding.com/andris-on-bnn-tonight-re-lance-armstrong) - Dear Reader, Today I was asked to share my two cents on the chances of Lance Armstrong's brand recovering. (Hint: They're not good.) We also chatted about what the story means to Oprah and even the topic of Tiger came up. If you are in front of your TV set this evening, the interview will
- [WestJet trademarks potential names for regional carrier](https://coinbranding.com/westjet-trademarks-potential-names-for-regional-carrier) - Andris Pone, Coin Branding Inc. president, said WestJet might be missing an opportunity to differentiate the product in the minds of consumers. He recognized why WestJet is keeping its branding uniform given its admirable brand recognition. But he said the customer experience on its 737 will be different than on its Q400. “I’m not sure
- [Friends in High Places (Excerpt from Brand: It Ain’t the Logo*)](https://coinbranding.com/friends-in-high-places-excerpt-from-brand-it-aint-the-logo) - Old friends will agree to any new brand message ideas that come along, just to get away from their same old brand position or incessant jingle.
- [Steam Whistle campaign seems to be an acquired taste](https://coinbranding.com/steam-whistle-campaign-seems-to-be-an-acquired-taste) - Andris Pone is a Toronto-based brand strategy consultant Full disclosure: Steam Whistle is my favourite beer. I’ve fully bought in to its premium/craft/heritage brand position, embodied in the historic Steam Whistle Roundhouse, in which every bottle is brewed. So this ad resonates with me. I recognize that the centrality of the bottle opener reinforces the
- [Images are inspiring, voiceover is grand, but we’re not reinventing GM](https://coinbranding.com/images-are-inspiring-voiceover-is-grand-but-were-not-reinventing-gm) - Andris Pone is a Toronto-based brand strategy consultant. The concept of reinvention is rich with authenticity for GM, allowing us to buy in on several levels. For example, an inventive spirit lies at the heart of U.S. identity and greatness. It’s therefore resonant that this archetypal U.S. brand, at this do-ordie moment in its history,
- [Travelling, without being a tourist (Canadian Tourism Commission)](https://coinbranding.com/travelling-without-being-a-tourist-canadian-tourism-commission) - Andris Pone is a Toronto based brand strategy consultant. These TV spots are beautifully shot. The extraordinary experiences captured certainly justify the incredulity of the words that flash on the screen midway through: “Where is this?” The point-of-view camera work underscores these experiences as personal and unique and therefore, as something we want to do,
- [Disconnected (Bell)](https://coinbranding.com/disconnected-bell) - Last month, my friend Martin moved into a new house in Toronto. Bell Canada moved his phone line. But in a story most Canadians can unfortunately relate to, Bell hooked up his service–Internet and all–to the credit card and debit terminal of an antique shop down the street. Martin, who has a home-based business, was

## Pages

- [Home](https://coinbranding.com/) - Coin Branding - Advisor and corporate brand marketing. Positioning – names – taglines – design – marketing.
- [In The Media - The Insurance & Investment Journal](https://coinbranding.com/in-the-media/in-the-media-insurance-journal)
- [In The Media - 20/20](https://coinbranding.com/in-the-media/in-the-media-20-20)
- [In The Media - Marketing Magazine](https://coinbranding.com/in-the-media/in-the-media-marketing-magazine)
- [In The Media - National Post](https://coinbranding.com/in-the-media/in-the-media-national-post)
- [In The Media - Financial Post](https://coinbranding.com/in-the-media/in-the-media-financial-post)
- [In The Media - The National](https://coinbranding.com/in-the-media/in-the-media-the-national)
- [In The Media - Globe and Mail](https://coinbranding.com/in-the-media/in-the-media-globe-and-mail)
- [In The Media - Investment Executive](https://coinbranding.com/in-the-media/in-the-media-investment-executive)
- [In The Media - CBC News](https://coinbranding.com/in-the-media/in-the-media-cbc-news)
- [In The Media - CBC Radio One](https://coinbranding.com/in-the-media/in-the-media-cbc-radio-one)
- [In The Media - BNN](https://coinbranding.com/in-the-media/in-the-media-bnn)
- [In The Media - Toronto Star](https://coinbranding.com/in-the-media/in-the-media-toronto-star)
- [Brand: It Ain't The Logo*](https://coinbranding.com/brand-it-aint-the-logo) - Globe and Mail business bestseller. Fully updated edition packed with entertaining and practical new stories and actionable frameworks, on how to build a brand for the 21st century.
- [Contact](https://coinbranding.com/contact-2) - Great branding means business™. Let's work together.
- [Corporate](https://coinbranding.com/corporate) - Corporate Brand Marketing. Big projects with giants large and small.
- [Indigo Stores](https://coinbranding.com/indigo-stores) - Attract: Power Up Your One-of-a-Kind Personal Brand is available in the following Indigo Stores.
- [Attract For Advisors](https://coinbranding.com/attract-for-advisors) - Attract for Advisors helps advisors build a brand that earns more and better referrals. Taught by branding expert Andris Pone. Start free.
- [Attract For Advisors - Masterclass signup](https://coinbranding.com/masterclass-signup) - Why aren’t you getting more, better referrals? Free Masterclass In this free Masterclass, advisor branding and marketing expert Andris Pone introduces the Four Advisor Problems that hold advisors back from attracting the referrals, clients, and opportunities they want. This Masterclass primes you to begin constructing your own one-of-a-kind personal brand, which you can then bring
- [Advisor Drive Podcast](https://coinbranding.com/advisor-drive-podcast) - Welcome to Advisor Drive with Andris Pone YouTube Spotify Apple Podcasts Latest Episode Spotify Apple YouTube Branding Are you afraid to say “Merry Christmas”? 17/12/2025 This video is a discussion I recently had on this topic with Branding and PR Strategist Megan Matthews. Megan has worked at major agencies in Toronto, New York and London...
- [Thank you](https://coinbranding.com/thank-you) - Thank you for your inquiry. We will be in touch shortly.
- [Podcast](https://coinbranding.com/podcast)
- [Andris Pone](https://coinbranding.com/andris-pone) - Specializing in branding for Canada’s elite investment and insurance advisors and executives in the bank, manufacturer and independent channels.
- [new form](https://coinbranding.com/new-form)
- [Blog](https://coinbranding.com/coin-blog)
- [Books](https://coinbranding.com/books) - Andris Pone, author of Attract: Power Up Your One-of-a-Kind Personal Brand, and Brand: It Ain't The Logo.
- [Attract](https://coinbranding.com/attract) - Power Up Your One-of-a-Kind Personal Brand. You have your unique gifts-but are you fully sharing them with the world and fulfilling your highest potential?
- [Clients](https://coinbranding.com/clients) - Brand Marketing for Canada's elite advisors and corporations.
- [Coin Custom](https://coinbranding.com/coin-custom)
- [Advisors](https://coinbranding.com/advisors) - Advisor Brand Marketing. One-on-one branding engagements with elite IIROC and independent advisors and executives across Canada.
- [What We Do](https://coinbranding.com/what-we-do) - Brand Marketing, Brand Foundation, Naming, Positioning for Advisor and Corporations.
- [AdvisorDrive](https://coinbranding.com/advisordrive)
- [In The Media](https://coinbranding.com/in-the-media) - Andris Pone, Coin Branding, media appearances and in-demand insights.
- [Cache: The Official Blog of Coin Branding](https://coinbranding.com/blog) - The Official Blog of Coin Branding,
- [404](https://coinbranding.com/404-2)

## Podcasts

- [How being a pastor helps my business](https://coinbranding.com/podcast/how-being-a-pastor-helps-my-business) - AdvisorDrive with guest Ian Ardill
- [Are you afraid to say "Merry Christmas"?](https://coinbranding.com/podcast/are-you-afraid-to-say-merry-christmas) - This video is a discussion I recently had on this topic with Branding and PR Strategist Megan Matthews. Megan has worked at major agencies in Toronto, New York and London on global brands, and brings us her expert POV on the three points on the Christmas continuum.

## Portfolio Items

- [Lakeridge Health](https://coinbranding.com/coin-clients/lakeridge-health) - One system. Best health. is the vision and tagline facilitated as a component of the mission/vision/values of Lakeridge Health, a group of five hospitals in Durham Region east of Toronto, under the umbrella of their five-year strategic plan.
- [Oaken – Foster](https://coinbranding.com/coin-clients/oaken-foster) - Foster, the Oaken Financial spokesquirrel, fosters understanding among Canadians of savvy saving practices.
- [Kinross Gold](https://coinbranding.com/coin-clients/kinross-gold) - Our contribution was articulation of The Kinross Way – the values that have been woven into the everyday behaviours of employees throughout this global organization.
- [Oaken](https://coinbranding.com/coin-clients/oaken) - This new direct-to-consumer bank, a division of Home Trust, is all about planning for your future – with a brand-reinforcing twist.
- [National Ballet](https://coinbranding.com/coin-clients/national-ballet) - A “turnout” is the fundamental requirement of ballet dancing – just as showing up for events put on by the National Ballet.
- [William Osler Health System](https://coinbranding.com/coin-clients/william-osler-health-system) - Going Beyond is the capstone to a comprehensive mission/vision/values exercise delivered as part of Osler’s five-year strategic plan.
- [KingSett Capital](https://coinbranding.com/coin-clients/kingsett-capital) - King Street Capital, Canada’s leading private equity real estate investment firm needed a name change. An elegant solution was found...
- [Hotel Gelato](https://coinbranding.com/coin-clients/hotel-gelato) - The right name and tagline for two café owners with a combined 50 years of luxury hotel experience. They were persuaded not to call their establishment Cones.
- [Revera](https://coinbranding.com/coin-clients/revera) - For the owner/operator of 500 retirement and long-term care homes in Canada, the US and UK, a name that focuses on reverence for human life.
- [Bombardier](https://coinbranding.com/coin-clients/bombardier) - How to position Bombardier’s new fleet of CRJ1000 NextGen jets, relative to the more comfortable jets of Embraer? 
- [Purolator](https://coinbranding.com/coin-clients/purolator) - Purolator was not making sufficient use of its true point of difference vs. FedEx and UPS, and made recommendations for doing so.
- [Canadian Tire](https://coinbranding.com/coin-clients/canadian-tire) - It was our pleasure to create the name and tagline for Canadian Tire’s new value brand, to be applied to hundreds of products. 
- [Morneau Shepell](https://coinbranding.com/coin-clients/morneau-shepell) - Our job was to bring together the leadership teams of Morneau Sobeco and Shepell fgi and facilitate a mission/vision/values
- [Outfitter Financial](https://coinbranding.com/coin-clients/outfitter-financial) - Scott Morrow has never been one to shy away from an opportunity. From a blue-collar family, he set his sights on a career in finance and rose to executive leadership roles on Bay Street. That said, throughout his more-than-three decades in corporate finance, he has stayed true to his roots as an avid angler and
- [Ocean 6](https://coinbranding.com/coin-clients/ocean-6) - A lifelong passion for innovation had Jay Gangnes asking whether his company name, JR Financial, added value by expressing what truly made his organization different. After trying an internal naming process, Jay contacted Coin with the mandate of renaming his enterprise. Our brand foundation-building process zeroed in on Jay’s love of Blue Ocean Strategy, the
- [Surround Wealth Advisors ](https://coinbranding.com/coin-clients/surround-wealth-advisors) - The formalization of three partners – Gillian Stovel Rivers, Andrew Hawryluk and Adil Mohammed – as equals in the business was the catalyst for articulating a new value proposition, a new name, Surround, and taking both to market. Our ThinkAudit™ survey process revealed that these advisors have a unique team approach. The entire client experience from
- [Rubach Wealth](https://coinbranding.com/coin-clients/rubach-wealth) - Our ThinkAudit™ research made crystal clear that clients viewed founder Elke Rubach and her team as not pushing product, but as giving generously of their time
- [Sun Life](https://coinbranding.com/coin-clients/sun-life) - Sun Life’s strategy is not to push product on financial advisors, but to bring them a rigorous program of business development.
- [Ardill Group](https://coinbranding.com/coin-clients/ardill-group) - More than forty years after John Ardill started in the business, the time had come for his son Ian to take the leadership helm and for the Ardill Group brand to align with this new generation of leadership – while reflecting the very best of its past. Our ThinkAudit™ client survey process revealed that not
- [Integrated Financial Strategies](https://coinbranding.com/coin-clients/integrated-financial-strategies) - As a teenager, Mark Levine fought his way back to health by relentlessly asking a simple question: “Why?” Why exactly was he so sick, for example? And why was this treatment or that treatment better? This tenacity and curiosity – the hallmarks of his “don’t-take-no-for-an-answer” spirit to the present day – are what get his
- [Curate Wealth](https://coinbranding.com/coin-clients/curate-wealth) - Since 1985, Greg Jizmejian has been delivering on his core purpose: To help families protect the people and values they cherish most.
- [Producers Group](https://coinbranding.com/coin-clients/producers-group) - Change is good, so they say. While change may happen, at Producer’s Group we believe some things shouldn’t be lost to change.

## Categories

- [Uncategorized](https://coinbranding.com/category/uncategorized)
- [In The Media](https://coinbranding.com/category/in-the-media)
- [CBC News](https://coinbranding.com/category/in-the-media/cbc-news)
- [CBC Radio One](https://coinbranding.com/category/in-the-media/cbc-radio-one)
- [CBC – The National](https://coinbranding.com/category/in-the-media/cbc-the-national)
- [National Post](https://coinbranding.com/category/in-the-media/national-post)
- [Business News Network](https://coinbranding.com/category/in-the-media/bnn)
- [Marketing Magazine](https://coinbranding.com/category/in-the-media/marketing-magazine)
- [The Insurance & Investment Journal](https://coinbranding.com/category/in-the-media/the-insurance-investment-journal)
- [Globe and Mail](https://coinbranding.com/category/in-the-media/globe-and-mail)
- [BLOG](https://coinbranding.com/category/blog)
- [AdvisorDrive](https://coinbranding.com/category/advisordrive)
- [Something for Nothing: A RUSH Fancast](https://coinbranding.com/category/in-the-media/something-for-nothing-the-rush-fancast)
- [Coin Custom](https://coinbranding.com/category/coin-custom)

## Tags

- [branding](https://coinbranding.com/tag/branding)
- [tiger woods](https://coinbranding.com/tag/tiger-woods)
- [andris pone](https://coinbranding.com/tag/andris-pone)
- [brand names](https://coinbranding.com/tag/brand-names)
- [brand naming](https://coinbranding.com/tag/brand-naming)
- [brand strategy](https://coinbranding.com/tag/brand-strategy)
- [Cache](https://coinbranding.com/tag/cache)
- [Coin Branding](https://coinbranding.com/tag/coin-branding)
- [Jian Ghomeshi](https://coinbranding.com/tag/jian-ghomeshi)
- [Air Canada](https://coinbranding.com/tag/air-canada)
- [Oprah](https://coinbranding.com/tag/oprah)
- [trademark](https://coinbranding.com/tag/trademark)
- [Donald Trump](https://coinbranding.com/tag/donald-trump)
- [Tiffany's](https://coinbranding.com/tag/tiffanys)
- [national post](https://coinbranding.com/tag/national-post)
- [personal branding](https://coinbranding.com/tag/personal-branding)
- [BNN](https://coinbranding.com/tag/bnn)
- [Lance Armstrong](https://coinbranding.com/tag/lance-armstrong)
- [Lance Armstrong Interview](https://coinbranding.com/tag/lance-armstrong-interview)
- [CBC Radio One](https://coinbranding.com/tag/cbc-radio-one)
- [CBC](https://coinbranding.com/tag/cbc)
- [Andris Pone media comment](https://coinbranding.com/tag/andris-pone-media-comment)
- [Toronto Raptors](https://coinbranding.com/tag/toronto-raptors)
- [Birks](https://coinbranding.com/tag/birks)
- [brand culture](https://coinbranding.com/tag/brand-culture)
- [Q](https://coinbranding.com/tag/q)
- [CBC The National](https://coinbranding.com/tag/cbc-the-national)
- [Ioanna Roumeliotis](https://coinbranding.com/tag/ioanna-roumeliotis)
- [Shad](https://coinbranding.com/tag/shad)
- [insurance industry](https://coinbranding.com/tag/insurance-industry)
- [michael j fox](https://coinbranding.com/tag/michael-j-fox)
- [Sonnet](https://coinbranding.com/tag/sonnet)
- [AM 1310 Ottawa](https://coinbranding.com/tag/am-1310-ottawa)
- [United Airlines](https://coinbranding.com/tag/united-airlines)
- [Attract book](https://coinbranding.com/tag/attract-book)
- [law](https://coinbranding.com/tag/law)
- [monster energy drink](https://coinbranding.com/tag/monster-energy-drink)

## Portfolio Categories

- [NAMING](https://coinbranding.com/filter/naming)
- [POSITIONING](https://coinbranding.com/filter/positioning)
- [Advisors](https://coinbranding.com/filter/advisors)
- [MISSION/VISION/VALUES](https://coinbranding.com/filter/mission-vision-values)

## Podcast category

- [Branding](https://coinbranding.com/podcast-category/branding)
- [Advisor Drive](https://coinbranding.com/podcast-category/advisor-drive)

## Media Folders

- [Logos](https://coinbranding.com/?taxonomy=mediamatic_wpfolder&term=logos)
- [Illustration Photos](https://coinbranding.com/?taxonomy=mediamatic_wpfolder&term=illustration-photos)
- [Case Studies](https://coinbranding.com/?taxonomy=mediamatic_wpfolder&term=case-studies)
- [Cache (blog)](https://coinbranding.com/?taxonomy=mediamatic_wpfolder&term=cache-blog)
- [In Media Headers and Logos](https://coinbranding.com/?taxonomy=mediamatic_wpfolder&term=in-media-headers-and-logos)
- [Books](https://coinbranding.com/?taxonomy=mediamatic_wpfolder&term=books)
- [Blog](https://coinbranding.com/?taxonomy=mediamatic_wpfolder&term=blog)
- [Coin Custom](https://coinbranding.com/?taxonomy=mediamatic_wpfolder&term=coin-custom)