Sway is a journal dedicated to helping you make your brand the best it can be.

Issue 03, 2017


APR 19 / 18

As legal green settles over Canada, how will pot producers blow through the branding haze?

By Mike Kanert
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MAR 28 / 18

When brands adopt the internet’s native tongue

By Dylan Schoenmakers
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MAR 2 / 18

Celebrate the 90th Academy Awards and National Grammar Day with this quiz from the Goods & Services editorial desk.

By Mike Barber
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FEB 27 / 18

Brand extensions—a help or a hindrance?

By Carsten Knox
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FEB 2 / 18

Even if you’re not shelling out for a spot in the big game, there’s still plenty to learn from the brands who do

By Erinn Steringa
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JAN 25 / 18

For cities of all sizes, branding offers all kinds of opportunities—and plenty of challenges

By Mike Barber
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JAN 11 / 18

shouldlongurlseverhavecapitalletters.com

By Sue McCluskey
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JAN 11 / 18

Some of the rules that govern your writing are just plain fake

By Lisa Svadjian
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DEC 22 / 17

Too big to fail? When massive PR failures extend to an entire industry, nobody loses for long.

By Carsten Knox
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DEC 21 / 17

Why we’re not celebrating Tuponia’s 150th

By Mike Barber
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DEC 20 / 17

It's no surprise that “fake news” was Collins Dictionary's 2017 Word of the Year. Less expected? The role marketing technologies have played in its rise.

By Sue McCluskey
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NOV 15 / 17

The NBA’s branding efforts are in a league of their own

By Mike Barber
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NOV 15 / 17

8 marketing rules shared between the Obama and Trump presidential campaigns

By Carey George
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Issue 02, 2016


OCT 4 / 16

Tracking the history of one of Canada’s most iconic brands.
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SEP 20 / 16

With craft beer, authenticity is everything. So why does Big Beer keep buying up smaller brands?

By Mike Barber
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SEP 20 / 16

Laura Ries explains why great taglines need great visuals, too.

By Dylan Schoenmakers
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SEP 6 / 16

Thoughts on what makes an effective slogan from author Laura Ries.

By Mike Barber
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AUG 23 / 16

Uber fails, The Met flails, the World’s Most Interesting Man takes sail, Fashion Santa derails and more from the branding world.
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AUG 23 / 16

The Instagram look is the style du jour, but this interview with photographer Sandy Nicholson reminds us it's not as easy as it looks.

By Carey George
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AUG 9 / 16

A case study of how a bold concept and provocative branding have made a splash in a saturated category.

By Megan Power
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AUG 9 / 16

Naming a brand can be as emotional as naming a child—so here are some tips to help you stay objective through the process.

By Sue McCluskey
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JUL 26 / 16

An apology campaign can enhance your brand’s image—but like a personal apology, it only works if you don’t mess it up.

By Megan Power
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JUL 26 / 16

As trolls become an actual liability for online publishers, we say goodbye (and good riddance!) to anonymous comments.

By Jeff Denham
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JUL 12 / 16

Advice on how to make colour choices less subjective—and more visually powerful—in your brand arsenal.

By Carey George
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JUL 12 / 16

A reminder that history repeats itself as technologies change, from Luddites to Uber.

By Sue McCluskey
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Between the issues


NOV / 26

Advancements in printing technology mean more and more options are becoming available to your business.

By Derek Moxon
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NOV / 10

Notice a spike in your website traffic lately? Watch out! It could be the latest spam tactic.

By Jeff Denham
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Issue 01, 2015


JUN 10 / 15

The “unique selling proposition” has outlived its usefulness. Give it a gold watch and show it the door.

By Carey George
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JUN 10 / 15

A few digital odds and ends, from iPhone versus Android to mobile versus desktop. Plus, Yahoo moves in on Mozilla’s breakup with Google.
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JUN 10 / 15

What a small, super-specialized restaurant can teach us about positioning.

By Carey George
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JUN 1 / 15

Are your employees owners, renters or squatters? Internal branding can help you get them to take more ownership.

By Sue McCluskey, Carey George
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JUN 1 / 15

Attention-seeking headlines: effective marketing tool, or annoying copywriting gimmick?

By Lisa Svadjian
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MAY 18 / 15

Think you can’t afford to use custom photography? The truth is, in some industries, you can’t afford not to.

By Conan Tobias, Carey George
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MAY 18 / 15

Streaming services are changing the way we relate to television. Will the 22- or 47-minute episode survive?

By Sue McCluskey
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MAY 4 / 15

Brand master Wally Olins offers his final advice, in a book that should see us well into the future.

By Lisa Svadjian
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MAY 4 / 15

Now that we’re living in the golden age of branded content, it’s time to rethink the role of the copy writer.

By Rachel Kenworthy
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MAY 4 / 15

Stop telling consumers everything about your story, and start telling them how you fit into their story.

By Sue McCluskey
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APR 20 / 15

If you’re looking to introduce vulgarity to your branding—whether for humour or shock value, or both—handle it with care.

By Lisa Svadjian
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APR 20 / 15

Steven D. Levitt and Stephen J. Dubner tell you how to think better by letting go of your fear of being wrong.

By Rachel Kenworthy
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APR 20 / 15

An introduction to Sway, a preview of this issue, and the reasons why we launched this journal.

By Sue McCluskey, Carey George
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