Don’t WAIT IN LINE: Our Mantra for 2014

By Carolyn Ray

Interbrand Canada is proud to present our fifth biennial ranking of Canada’s most valuable brands. As Canadians, we are proud that our brands have demonstrated such an irrepressible resiliency, with a gain of almost $3 billion in brand value since 2012, despite striking shifts in the business landscape.

As expected, this year’s ranking includes some well-loved Canadian brands, but we’re also encouraged to see several new and exciting entrants across diverse sectors making their debut. These new entrants all have one thing in common: they follow a different path; they place the customer at the centre of all they do; and they empower their employees to deliver meaningful, authentic experiences.

Equally as compelling, our top-ranked Canadian brands leverage their heritage – to persuade, influence and inspire loyalty – but they do more than simply rely on past success. Instead, they look to the future with bold ambition, courage and vision. These brands understand their purpose, their relevance to customers, and have the confidence to stand out. In doing so, they break away from traditional norms, challenge conventional thinking, and surprise and inspire their stakeholders – both inside and out. More significantly, their reach penetrates into our economic, environmental and social values.

Canadian brands are faced with extraordinary challenges – change is an imperative, not a luxury; and integration, innovation and sustainability are constant and enduring pressures. It is necessary and vital that our brands embrace their new realities and maximize every possible avenue to entice and captivate their audiences.

Our heartfelt congratulations to all the Canadian brands in this year’s ranking. It gives us great pride and satisfaction to see that so many brands have the courage and confidence to step out of line – and reap the rewards of business success. Our message to the rest: Don’t wait in line – the time is now to set a new course and advance your legacy for the future. We look forward to seeing even more new entrants and risers on the 2016 Best Canadian Brands. Until then, remember – some lines were meant to be crossed. Enjoy!



Carolyn Ray
Managing Director


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Carolyn Ray
Managing Director
Carolyn Ray joins Interbrand Canada as Managing Director in time for the launch of Best Canadian Brands 2014. A former member of the Interbrand family, Carolyn led the global Brand Engagement practice from 2004 to 2008. She is an established innovator and leader with over 25 years experience leading branding, communications, and marketing mandates for top Canadian firms.