Check out how Canada Goose’s goodwill was built through grassroots marketing and a bit of old-fashioned made-in-Canada style envy. Proud Canadians!
Under the stewardship of chief executive Dani Reiss since 2001, Toronto-based Canada Goose Inc. has grown close to 4,000% and become the country’s premier brand of outerwear. Mr. Reiss, whose grandfather, Sam Tick, founded the company in 1957, talked with the Financial Post‘s Hollie Shaw about how the brand goodwill was built through grassroots marketing and a bit of old-fashioned made-in-Canada style envy.
QHow did you take the Canada Goose brand to where it is today?
A When I started here our factory produced all kinds of stuff [and] we decided to focus on the Canada Goose [outerwear] part of the business and growing it around the world. When I got involved the product was worn by people who lived and worked in the coldest places on Earth, and that is still the case. The 21st century has become the era of the brand and in some cases…
View original post 794 more words