Sway is a journal of branding dedicated to helping you make your brand the best it can be.
The case against capitalizing
Bigger isn't always better when making your writing stand out.
5 (free) ways to tighten up your brand communication
Sales tactics are fine, but wouldn’t it be great to have your customers seek you out for a change?
What a (not-so) long, strange trip it’s been
Since Canada legalized cannabis in 2018, the ups and downs of marijuana marketing is starting to settle down into a clearer path forward for brands.
To build or to code? That's the website question.
Squarespace, Wix and Shopify have all grown up—and they’re taking over. That’s a good thing.
What’s the secret behind a good logo?
Logos are everywhere, but how well do we really understand them?
Bring your brand online (without breaking the bank)
Start thinking beyond just making your goods or services available online.
Measure Smarter, Not Harder
Part two of a two-part series on that most elusive of questions: “I know my company needs to be on social media, but is it worth it?”
Seven rules of influencer marketing
Step aside, celebrity endorsement, and make way for influencer marketing.
If you build it, will they still come?
Street construction can hamper pedestrian traffic to small businesses. Here are a few tips to survive the downturn.
Woke? Or joke?
Customers increasingly expect brands to stand up for causes—just make sure you don’t overstate your case.
Spend smarter, not harder
Measuring return on investment for your social media spend
Light up your cannabis brand
As legal green settles over Canada, how will pot producers blow through the branding haze?
4 lessons marketers can learn from the best (and worst) Super Bowl ads
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
From Acapulco to Zurich
For cities of all sizes, branding offers all kinds of opportunities—and plenty of challenges
Stand down, grammar police
Some of the rules that govern your writing are just plain fake
Should long URLs ever have capital letters?
The catastrophe that wasn’t
Too big to fail? When massive PR failures extend to an entire industry, nobody loses for long.
Editorial: The truth, the post-truth and nothing but the truth
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.
Fear and branding on the campaign trail
8 marketing rules shared between the Obama and Trump presidential campaigns
Book review: Visual Hammer
Laura Ries explains why great taglines need great visuals, too.
With craft beer, authenticity is everything. So why does Big Beer keep buying up smaller brands?
Book review: Battlecry
Thoughts on what makes an effective slogan from author Laura Ries.
#effortless or #elaborate?
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.
In case you missed it
Uber fails, The Met flails, the World’s Most Interesting Man takes sail, Fashion Santa derails and more from the branding world.
The name is the game
Naming a brand can be as emotional as naming a child—so here are some tips to help you stay objective through the process.
A case study of how a bold concept and provocative branding have made a splash in a saturated category.
An apology campaign can enhance your brand’s image—but like a personal apology, it only works if you don’t mess it up.
As trolls become an actual liability for online publishers, we say goodbye (and good riddance!) to anonymous comments.
Advice on how to make colour choices less subjective—and more visually powerful—in your brand arsenal.
Message from the editor
A reminder that history repeats itself as technologies change, from Luddites to Uber.
Print pointers: Digital vs. offset?
Advancements in printing technology mean more and more options are becoming available to your business.
Protect your site, analytics from spam bots
Notice a spike in your website traffic lately? Watch out! It could be the latest spam tactic.
Time’s up, USP
The “unique selling proposition” has outlived its usefulness. Give it a gold watch and show it the door.
What a small, super-specialized restaurant can teach us about positioning.
A few digital odds and ends, from iPhone versus Android to mobile versus desktop. Plus, Yahoo moves in on Mozilla’s breakup with Google.
Attention-seeking headlines: effective marketing tool, or annoying copywriting gimmick?
The rules of engagement
Are your employees owners, renters or squatters? Internal branding can help you get them to take more ownership.
Streaming services are changing the way we relate to television. Will the 22- or 47-minute episode survive?
Playing the stock market
Think you can’t afford to use custom photography? The truth is, in some industries, you can’t afford not to.
Is anyone listening?
Stop telling consumers everything about your story, and start telling them how you fit into their story.
Now that we’re living in the golden age of branded content, it’s time to rethink the role of the copy writer.
Book review: Brand New
Brand master Wally Olins offers his final advice, in a book that should see us well into the future.
Messages from the editor & publisher
An introduction to Sway, a preview of this issue, and the reasons why we launched this journal.
Book review: Think Like a Freak
Steven D. Levitt and Stephen J. Dubner tell you how to think better by letting go of your fear of being wrong.
Branding with vulgarity
If you’re looking to introduce vulgarity to your branding—whether for humour or shock value, or both—handle it with care.