Canada's Brand: Gold

The Vancouver 2010 Olympics are over. And while Canada didn't own the podium as planned, it did own the top floor — with its athletes winning more gold than any other country in the history of the winter games. But that's not all — Canada and its athletes also won gold when it came to living the Canadian Brand.

A Brand is what people think of you — and general opinion on Canada is clear. Canada has a worldwide reputation for being friendly and perpetually polite, as well as being the land of beavers, lumberjacks and hockey. But rather than reject this notion, Canada embraced its Brand in true Canadian fashion — with a touch of humility, humour, and a deep understanding of what makes it unique.

Consider the proof:
• Media organizations across the globe reported that the Canadian people — and not the games itself — were the highlight of the 2010 Olympics: “Forget the medal counts and podium ceremonies, there was only one true winner here, the beauty and breadth of its land equaled only by the daily kindness of its people.” Bill Plaschke, LA Times.

• Whether apologizing for the terrible weather, for failing to reach the podium, or for celebrating a little too much when they did, Canadians love to say sorry. And they mean it.

• From breathtaking images of the Rockies and Prairies, to giant inflatable beavers, Canada infused both the opening and closing ceremonies with iconic Canadiana — and the world loved it.

• With both the women's and men's hockey teams taking gold, and an estimated 26.5 million people watching the final moments of the men's medal match, Canada reminded the world that Canucks love their game and that Canada is indeed the home of hockey.

Rather than caving to old friends tired of the same old message, Canada embraced what makes it great and truly unique. And now Canada's Brand is stronger than ever — at home and abroad.

What does the Brand Coach coach?

Understanding what people think of you with crystal clarity is the first step in building a strong Brand.

Once you've checked that against what you want people to think, delivering experiences on Brand with ruthless consistency will enable you to build your Brand equity at every touchpoint, with every stakeholder.

Just like Canada did at the 2010 Olympic Winter Games.