Imprint Canada March/April 2022

IMPRINT CANADA THE MARKETING AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS MARCH/APRIL 2022

A Tristan Communications Ltd. Publication

INSIDE THIS ISSUE SUPPLIER NEWS

4

MILLION DOLLAR CONVERSATIONS

Customer Service guru Jeff Mowatt explains how to grow your business with your best customers.

8

HOW TO EMPOWER YOUR BRAND

Master consultant and brand strategist Jane Cavalier Lucas explains what it takes to enhance your brand in the hearts and minds of existing and prospective customers 16

NEW PRODUCT SPOTLIGHTS

Check out the latest wearables, headwear, drinkware, advertising specialty and supplies and equipment from the industry’s leading suppliers.

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Volume 29, Issue 2

Golf & Business: The Perfect Couple

By Adriano Aldini, Imprint Canada

There are few things in life that go together as well as business and golf. The two compliment one another like bread does to butter.

This perfect pairing is a holy grail for our industry as there is unlimited potential for promotional product suppliers, distributors and decorators to service and leverage this niche.

Now, a question on the minds of many was whether the game could sustain or surpass the popularity it enjoyed pre-pandemic. In a word, the answer is a resounding “yes!”

According to a recent research Leverage the remarkable opportunities golf provides report from the National Golf Course to grow your relationships and boost business!

Owners Association of Canada, there was a 13.8 per cent increase in golf participation compared to 2020, with both Quebec (+31.6 per cent) and the Atlantic region (+18.6 per cent) significantly above the national average.

Golf & Business, continued on Page 12

Put a Spotlight on your Digital Footprint Types of Digital Engagement That Have Longevity To Shine

By Lisa Apolinski, CMC

Not all digital engagement is created equal. Learn how to leverage your online communication efforts to generate the best ROI.

INTRODUCING

Digital Footprint, continued on Page 6

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Most people cannot imagine a world without the internet. But the start of public access to the digital world dates back only to 1989, when the first internet providers hit the scene, according to RetroComputingStackExchange.com.

Fast forward to today, where internet users account for nearly 60 per cent of the world population, or close to 5 billion people. With that many people, there has also been an increase in number of internet users. Year over year digital adoption has grown just over seven per cent for 2021, according to the same global overview report from datareportal.com.

While the average time on social media has nearly doubled in five years, the overall increase in average hours on social media has slowed in growth to less than one per cent year over year increase, according to reports from Global Web Index.

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MARCH/APRIL 2022 inflation, bottlenecks in supply chains, and the lingering effects from the pandemic.”

A Lot of Moving Parts The Conference Board of Canada (CBOC) is a Canadian not-for-profit think tank dedicated to researching and analyzing economic trends, as well as organizational performance and public policy issues.

A recent CBOC report provided insight into Vladimir Putin’s war on Ukraine - which to date has seen thousands of Ukrainian and Russian civilian lives lost - with millions of Ukrainians displaced as villages, towns and cities have been destroyed, along with its economy. The international sanctions are severely damaging Russia’s economy as well.

According to the CBOC report, “the conflict has added new risks to a world economy already struggling with rising

The CBOC report also noted that the extent of lingering economic effects such as higher inflation, weaker real GDP growth and financial market disruptions depend upon the length of the war and whether it spreads outside Ukraine.

According to the CBOC, if the war remains contained to Ukraine and doesn’t persist for several years, Canada and the United States will face relatively minor disruptions to their economies because trade with Russia and Ukraine is negligible.

Amidst this war and the resulting geopolitical tensions, the Bank of Canada raised its benchmark interest rate to 0.5 per cent on March 2. This is the first rate hike since 2018, and the beginning of a series of anticipated nominal rate increases this year in an attempt to tame inflation that has hit a 30-year high in Canada. Before the pandemic, the benchmark rate was 1.75 per cent; when the pandemic hit, it was slashed to 0.25 per cent to help buoy the economy.

• Canadian consumers will face higher energy and food prices due to the conflict. As a result, the CBOC expects consumer and business confidence to drop. Still, the Bank of Canada can do little to curb inflationary pressures or dropping confidence arising from supply shocks like the ongoing war

All the while, Canadian resource industries and regions connected to major commodities such as copper, nickel, aluminum, grains and oils will see a surge in demand and an uptick in prices as a result of sanctions against Russia Slowing down the pace of rate hikes will give the Bank more time to observe how global geopolitics are unfolding and assess the economic impact on Canada. The added evaluation time should be used to ensure that the Canadian economy does not face extra hurdles through aggressive rate hikes, especially during the closing stages of the pandemic.

The CBOC believes the Bank of Canada should slow down further rate hikes this year based on the following rationale: • Concerns over energy supplies from Russia have caused oil prices to rise (US $110 at the time of writing), with further increases in the cards. While this benefits Canadian oil exports, higher oil prices will most likely end up putting upward pressure on the loonie, slowing our non-commodity exports

April 22 & 23 2022

Toronto Congress Centre South Building - Halls D & E

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GLOBAL RETAIL NEWS Bella+Canvas to invest US$11.9m in new fabric-cutting facility in Alabama Bella+Canvas is planning a major investment of US$11.9 million in Wetumpka, Alabama. The company intends to open an advanced fabric-cutting facility which is expected to create over 550 jobs and establish the operation in a portion of an 890,000 square-foot building vacant since 2013.

The jobs being created at the new Alabama facility include spreaders, general cutting labourers, forklift operators, shipping and receiving clerks and administrative staff. Average annual wages for the new positions are US$46,000,Alabama’s governor Kay Ivey stated in a press release.

“We are thrilled to be part of the community and look forward to creating jobs and opportunities for many in Alabama.

After a comprehensive search, we ultimately concluded that our new location in Wetumpka, Alabama was not only optimal to enhance our manufacturing footprint and technologically advanced operations levels, but also ideal in terms of support from the local government and access to great new team members,” said Chris Blakeslee, president of Bella+Canvas.

In 2020,Wisconsin-based Phoenix Investors, a national private real estate firm, announced that an affiliate had acquired the former Russell Brands building in Wetumpka. Bella+Canvas is leasing a portion of the building at 3145 Elmore Road from the firm for their fabric-cutting facility.

IMPRINT CANADA Source: Fibre2Fashion.com

(logoed sports bras and tapered leggings), the brand said in a media release.

The crocodile has been redesigned and pixelated by the Minecraft Creative Studio and iconic quotes from both brands are featured on the collection’s key pieces.

Rising freight rates put more pressure on strained global supply chain

The pandemic has wreaked havoc on global supply chains, and now the Russia-Ukraine war is severely disrupting shipping and air freight. As Russian forces cut off shipping routes, logistics firms are suspending services and as as a result, air freight rates are rising rapidly.

In South Korea, government data showed outbound container shipping costs shot up in February from a year earlier, posing a big burden to exporters.

There is usually a build-up of vessels seeking to enter China following the Lunar New Year holidays, but volumes this year are being exacerbated by lockdowns aimed at curbing outbreaks of the novel coronavirus. There’s also a growing backlog of vessels off the ports of Shanghai, Ningbo and Zhoushan.

Shipping lines like AP Moller-Maersk have canceled services to Russia and halted some rail shipments from China into Europe.

A continuing surge in global oil and gas prices due to the Russian invasion of Ukraine are adding to inflation risks in China as factory costs remain elevated.

The average rate for a 40-foot container from South Korea Lacoste collaborates with Minecraft for new to the European Union rose to USD $11,300 in February this collection year, up by 261.5 per cent from a year earlier, according to the Lacoste has collaborated with Minecraft to launch the Lacoste data from the Korea Customs Service. Compared with the x Minecraft collection of new essentials designed for Spring/ previous month, the cost was up by 9.5 per cent.

Summer 2022 featuring both digital and physical pieces. The The average freight rate for a 40-foot container from South collection is a 360° wardrobe for men, women and children, Korea to the US west coast also surged by 188 per cent year where the ready-to-wear and accessories are adorned with on year to US $12,800 in February. the pixelated graphics of Minecraft.

Industry experts are concerned that container shipping The Lacoste x Minecraft collection mixes mythical pieces from rates could rise further due to increased economic volatility the crocodile brand (printed polo, monochrome sweatshirt, Emblemtek_Imprint_March-April-2022-1.pdf 1 02-18-2022 10:38 AM stemming from Russia’s invasion of Ukraine. cap featuring a big crocodile) and more sportswear elements

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IMPRINT CANADA | March/April 2022

THE MARKETINGMarch/April AND INFORMATION SOURCE FOR IMPRINTABLE PRODUCTS 2021 - Volume 29, Issue 2

ONLINE EDITION

www.imprintcanada.com/magazine

NEWS 1

GOLF & BUSINESS: THE PERFECT COUPLE CONTʼD PG 12,14

1

SPOTLIGHTING YOUR DIGITAL FOOTPRINT CONTʼD PG 6

4

SUPPLIER NEWS

8

MILLION DOLLAR CONVERSATIONS

16

EMPOWER YOUR BRAND WITH ENCHANTMENT

NEW PRODUCT SPOTLIGHTS 20 28 32

WEARABLES SHOWCASE ADVERTISING SPECIALTY SHOWCASE SUPPLIES & EQUIPMENT SHOWCASE

PUBLISHER

MARKETING COORDINATOR

Tony Muccilli : tony@imprintcanada.com

Steve Silva : feedback@imprintcanada.com

PRODUCTION MANAGEMENT

ADVERTISING SALES

Adriano Aldini : news@imprintcanada.com

CONTRIBUTORS

Tony Muccilli (Toronto) Tel: (905) 856-2600 Fax: (905) 856-2667

Adriano Aldini, Jane Cavalier Lucas, Lisa Apolinski Jeff Mowatt, Imprint Canada is published six times per year

by Tristan Communications Ltd. The contents of this publication may not be reproduced either in part or in whole without the consent of the copyright owner. The views expressed in this publication are not necessarily those of the publisher.

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News {Business Development} Digital Footprint continued from Page 1

This is an interesting dilemma: more internet users but not as dramatic of an average time increase on social platforms meant to share digital content. A key question arises from this data – how do companies spotlight their digital content so as to have longevity for years to come, when there seems to be possible downward pressure on engagement? The answer lies in the type of digital engagement used to capture user attention fully when they are online.

Consider these three types of digital engagement as an organization’s new staple to put a spotlight on their digital footprint.

Live Stream Video & Audio

One great way to incorporate digital engagement is to have it in real time. Live streaming of either video or audio allows the audience to comment, share and engage as the conversation progresses. This is also a great way to move the conversation to one that is more relevant in the moment for the audience members.

This can be a scary endeavour as companies do not have full control over the content as it is being created. However, in those unscripted moments, true and amazing digital engagement can be found. And because the live streaming allows for audience engagement, the impact of the content will resonate for those audience members.

Giving up control of how the content unfolds has risk but so much more reward. Involving your audience in your content

How do companies spotlight their digital content so as to have longevity for years to come, when there seems to be possible downward pressure on engagement?

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IMPRINT CANADA | March/April 2022

is a great way to make the content relevant in that moment and for future audiences who will be listening to great live engagement.

PRO TIP: Limit live stream to 30 minutes or less to keep the conversation in the intended lane.

User Generated Content

Some of the best content that can be generated is content that is generated by customers and clients. User generated content provides prospects with information that is highly applicable because it comes from a similar viewpoint. User generated content can also answer questions and concerns that companies are not aware of and in a way that provides the appropriate type of information future customers want to know.

User generated content allows customers to become company advocates. This type of free publicity also provides different voices in an organization’s digital content and some amazing perspectives can be provided.

What’s more, content that is created by happy customers can provide alternate points of view and new messaging that might not have been considered. Most user generated content will be limited to social media posts, images and video. However, any user generated content can be repurposed and shared on other digital channels, which provides additional content options.

PRO TIP: Ask customers to share their user generated content on their company socials.

Virtual Events & Communities

Allowing for virtual events and communities as additions or alternatives to in person options provide a platform for customers to engage exclusively with one another. This is an important consideration, as many organizations want to insert themselves directly into conversations when stepping aside and allowing authentic connection can be exactly what customers need.

These types of virtual engagements allow companies to be a proverbial fly on the wall. Seeing the types of conversations customers have with one another can show the current concerns of the day. This can provide future opportunities to create solutions for the customer base, and expand into untapped product and services areas.

Virtual events and communities can also provide the support customers need as they learn how to use these products and services, from basic 101 guides to ingenious hacks. Being aware of the types of questions as well as answers can provide additional content ideas, such as cheat sheets, videos that address common issues and tips and tricks to get the most out of the purchased products and services.

PRO TIP: Resist the urge to be an active participant in the virtual conversations unless invited.

There is one theme that appears with each of these types of content – the audience is in the creation driving seat. By allowing customers to create the digital content, they will also be much more inclined to engage with that content, including comments and sharing. Content that is developed from the customers’ perspective dramatically increases the chance of that content being highly relevant. Relevant content will have a much longer shelf life in the digital world and allow more eyes to see it.

Strong digital engagement can provide the spotlight organizations need on their digital footprint. Bring these types of digital engagement into a regular rotation to create longevity in digital content.

About the Author: Lisa Apolinski, CMC, is an international speaker, digital strategist, author and founder of 3 Dog Write. She works with companies to develop and share their message using digital assets. Her latest book, Persuade With A Digital Content Story, was named one of the top content marketing books in the world by Book Authority. For information on her agency’s digital services visit www.3DogWrite.com.

News {Business Development} Million Dollar Conversations: How to grow your business with your best customers

By Jeff Mowatt

A question I sometimes ask managers and salespeople when I speak at conferences is, “How much business do you think you may be leaving on the table with your existing customers?”

Most lament that there’s lots of room for growth in gaining more of their customers’ wallet share. I believe that most companies – even small businesses – have at least a million dollars worth of extra potential revenues sitting in their filing cabinets.

The problem is employees aren’t effective enough at cross-

selling and cross-referencing their other products and services. Let’s talk about how to get more of this business out of your filing cabinet and into your bank account.

First, decide which customers you should focus on.

Consider what casinos do: they categorize their customers as being tourists, high-rollers, or whales. Tourists and high rollers are self explanatory. Whales are the ultra rich who can afford big losses and still return for more. Each industry has its own version of whales, and these are the first customers to approach. The problem next is how do you ask your whales

for their extra business? Let’s begin with what not to do.

Make it deliberate

A common way to ask customers for more business is to mention, “By the way we have this other product or service that you may be interested in.” That approach works OK if you’re selling hamburgers. If on the other hand your products or services are of more value than fries, you’ll need to have a more meaningful, deliberate conversation than a ‘by the way’ approach. You’ll need their undivided attention, confirmation that they’re pleased with your existing products, and a suggestion to expand that business.

Get their attention

Inform your whale that you’re doing a “courtesy check-in” to ask for their input and advice on some of your products/ services. Customers are flattered to be asked for advice. For them it gives them an opportunity to sound smart.

Positioning the conversation as a courtesy check-in implies that’s it’s something pleasant, that it won’t take a long time, and that you’re merely ‘checking in’.

Begin the conversation by expressing appreciation. Tell them why their business is valuable to you and what you like about doing business with that particular person. Do your homework and be specific. Remember, these are your whales, there will be lots of reasons you appreciate their business. So, go ahead and tell them!

Think about it: if you stopped the conversation right there you may have just cemented that customer’s loyalty.

How often do you think they hear this type of feedback from a supplier? You may in fact be the first supplier who’s ever told them this. Customers are human; they don’t like being taken for granted. With corporate clients, the money they spend often doesn’t come out of their own pockets, so it costs them nothing personally to spend a little more with a supplier who appreciates them. Good return for the cost of saying the decent thing to your best customers.

Confirm your strengths

Tell your whale you want to continue to earn their business. Ask if they have any general concerns about your products / services that you should be aware of. If they do express concerns be prepared to address them right away. It makes no sense to talk about expanding your business at this stage if they aren’t completely satisfied with your existing relationship.

If the customer has no general concerns, then go on to specifics. Ask about three areas that you think you are doing an exceptional job in but that you want to ensure that’s this is true from that customer’s perspective. This helps remind the customer that you are indeed giving them great overall value; beyond just pricing. Then and only then is it time to explore expanding that business.

Ask – don’t tell

After the customer confirms they value your existing businesses, sum-up with, “Sounds like we’re doing a reasonable job providing product ‘X’ for you. We’d love to do more business with you with product ‘Y’. What advice do you have on how we might move forward with this or would you rather we just dropped the whole thing?”

With this statement you’re asking them to either take a baby step forward or not. It’s a reasonable question to ask so that you can either advance the process or move on. Either way, it’s a more solid strategy than simply hoping that someday your best customers might drop you a few more crumbs.

The payoff

The bonus with expanding your business with your whales is not only do you earn more of that customer’s wallet share; you also gain access to more customers like them.

Whales after all, congregate with other whales. That’s why I call them million dollar conversations.

About the Author: Jeff Mowatt is a customer service strategist, Hall of Fame business speaker, and author of the bestselling book, Becoming a Service Icon in 90 Minutes a Month. To obtain your own copy or to inquire about engaging Jeff for your team, visit www.jeffmowatt.com

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IMPRINT CANADA | March/April 2022

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News {Business Development} Golf & Business, continued from Page 1

Even Ontario - with its golf courses closed by the provincial government during the third wave of COVID-19 - showed an increase of 6.8 per cent in 2021.

The report indicated that when comparing the national numbers to pre-pandemic rounds played, the growth has been 27 per cent over 2019. The increase in rounds year over year is not exclusive to Canada. A National Golf Foundation report shows that rounds played in the United States as of the end of July were up 16.1 per cent over 2020.

The golf apparel, footwear and accessories market in the U.S. is expected to grow by five per cent annually to 2025, according to data firm Research and Markets. A similar dynamic is expected in Canada, with much of that growth attributed to new products and more female participants.

So participation in golf is back and stronger than it has been in recent times, and that’s fantastic news for our industry as we head into what is being anticipated as a great 2022 season!

From organizing and fulfilling product for large scale corporate golf events, to helping small businesses with their summer golf giveaways for their clients, and everything in between: there is an abundance of opportunity that this perfect marriage provides our industry.

How to Maximize Your Golf Business

Much of what it takes to be successful in doing business on the golf course also translates into boosting your sales when servicing this niche sector. What better way to increase your book of promotional golf business than to take your clients out for a round or two to better get to know them, what they need and how you can better help service them?

The classic “play a round of golf ” networking technique has worked for decades and makes a lot of sense in business circles.

On the surface, golf is a game like many others, but in the professional world, many businesspeople and entrepreneurs not only play golf as a pastime, but also get a lot business done on the golf course. This can give you the opportunity to meet new clients and seal lucrative deals in a leisurely environment while enjoying this activity and building relationships.

Participation in golf is back and stronger than it has been in recent times, and that’s fantastic news for our industry!

12 IMPRINT CANADA | March/April 2022

It really doesn’t get much better than playing golf and closing business deals. Below are a few tips to help you maximize your business on the golf course:

1. Focus on relationships

This is rule #1, 2 and 3.

The primary focus of your day at the golf course should be establishing rapport. Golf is a great place to build relationships, and business relationships are an essential part of the game.

When you play golf, you will have the opportunity to meet people of various backgrounds and disciplines, from doctors to lawyers, from business owners to real estate developers.

This can be an excellent chance to make new contacts and create new business opportunities.

There is an abundance of opportunity that golf brings to our industry.

However, even with the proper etiquette and knowledge of the game, building and maintaining good relationships - especially with people you know you want to do business with - the idea of using the golf course as a place to do business can be a bit complicated.

Since you’re spending several hours with your potential business partners on the course, and possibly another hour or two over a meal, you should use your time wisely. Don’t force any business conversations but rather let them unfold naturally.

Focus on fellow golfers and take a genuine interest in them.

The business will come then, so do not stress yourself too much or don’t be overanxious; you have to remember to have fun! Keep the conversation light to take the pressure off and enjoy the game.

If you are there simply to discuss business, this will become obvious very quickly and it will probably kill any chance of building a real relationship with your prospects . In the end, it’s the relationships that matter. So, go out and build some good connections on the course, as in the business world;

The primary focus of your day at the golf course should be establishing rapport. Golf is a great place to build relationships, and business relationships are an essential part of the game. your bottom line will be better for it.

2. Be on time

This should go without saying, but you’d be shocked to know that punctuality is not a priority for many people. Punctuality is a great character trait to have in the business world. Not being accurate to meetings can demonstrate a disregard for other people’s time and an inability to prioritize.

Showing up on time - in business and on the course - is a non-negotiable. It shows that you respect other people’s time, that you are considerate, and that you are well organized. It also shows that you are serious about your business, as you are not taking it lightly. Most people who do business don’t realize that they are being judged by people who decide whether to do business with them or not.

Being punctual in golf is a good indicator of being reliable in business, where you also need to show up well prepared and be on time. Punctuality is a sign of respect and discipline.

Getting to the golf course on time allows you to get a good start on your game for the day. Use this opportunity to warm up, hit some practice shots and to get yourself into the zone.

It is also a great chance to scout out the course. Take in the scenery, notice the pin placements, and take note of any sand traps or water hazards you may encounter.

If you are playing with a group, it is a great time to get to know your playing partners. Try to arrive at least 30 minutes before your tee time to get the most out of your round.

3. Create a Lasting Memory

Given the industry we are in, playing golf with prospects in the perfect time to wow them with items they could use in their business and for their staff.

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News {Business Development} continued from Page 12

Here are some of the common etiquette rules you should heed: Fill your divots, fix the green; take care of the course; don’t walk in someone’s line; if you have a question, ask - golfers love to help new golfers. What they don’t like is someone who just does what they want with no respect to the other golfers or the game. Some people take this very seriously, so take the time to learn about etiquette.

Showing an eagerness to learn and adopt etiquette is a good sign that you take yourself and your business seriously.

compact coolers, towels, et cetera) to remind and reinforce your prospects of all of the amazing and unique ways in which you can help better brand their business. It also shows that you believe in the products you are selling, which is vital to success.

If you have golf tees, or golf balls with your company’s name on them, give a few to your guests before or after the round. This is a great way to really stand out and keep you or your company in the forefront of someone’s mind.

3. Play to Pace

7. Easy on the Booze

It is fine if you’re not a good golfer, however it is not okay to be a slow golfer. If you are a new player playing with more experienced people, it’s a good idea to let them know and try not to stall the game. They came out to the course to have a fun day, whether they make a deal or not. There is nothing worse than waiting for a bad player who is searching for a ball, or taking 10 warm-up swings.

Any golfer who understands the game would rather have you play the proper tees than slow everyone down.

Speaking of taking things seriously, although the point of business golf is moving the business from formal offices and meetings to a more relaxed environment, you want to keep in mind that you are here primarily for business purposes, and not get too relaxed (you know, like six-beers-deep-too-relaxed).

Even though having a drink or two might be acceptable, especially if your partners are also enjoying a drink, you would do well to stay sharp and focused at all times.

Stay in control, be responsible and enjoy the day.

4. Honesty Above All Else

The opportunities golf provides when it comes to promotional products and corporate branding are virtually countless.

The game of golf is very telling. You can learn a lot about someone on the golf course. If you cheat in golf you will probably cheat in business.

If you have a rule question ask those around you. Make sure and count all your strokes. The person may be testing you if you take a drop or a stroke. Play honest and be honest and you can never go wrong.

Remember, when you are out on the golf course it is not about the score, or who wins, rather it is all about how you are building and strengthening relationships for the future.

Come armed and ready with your best items to remind and reinforce your prospects of all the amazing and unique ways in which you can better brand their business.

Golf is a game of etiquette and rules, and knowing how to abide by them and act responsibly is essential for an optimal round and for building lasting business relationships.

When you play golf, you should always practice a degree of etiquette because it is the right and polite thing to do. You should also look good and dress to code on the golf course, especially when you are representing your company.

5. Understand golf etiquette

Bottom Line:

Golf is a great opportunity to build new relationships outside of the office, which can eventually lead to business deals.

The golf course is one of the best places to do business, and it is also a place where you can take time to socialize with your business partners and acquaintances. The art of doing business on the golf course takes a bit of practice and is certainly not something to be taken lightly.

Some of the biggest business deals are made on the golf course. If you follow the rules above, you can stand out to your guests as a person of impeccable character...and who doesn’t want to do business with someone who fits that bill?

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News {Business Development}

Empower Your Brand With Enchantment The Six Characteristics of an Enchanted Brand

By Jane Cavalier Lucas

When people face a world that is too complex to understand, constantly changing in unexpected ways and unclear, they put up barriers of distrust and caution.

This environment creates debilitating distress, and most people don’t have the tools or training to deal with it. This affects decision making and can lead to irrational choices driven by fear.

Sound familiar?

From the cancel culture to the mass resignation today, people are acting in ways never anticipated. In ancient times, people created myths to explain what they could not understand and the rise in conspiracy theories today is not much different. As people scramble to find ways of coping in the VUCA (volatile, uncertain, complex, ambiguous) world, the Enchanted Brand offers a positive path (via inspiring thinking that transcends reality) with tangible tools (via the branded product/service), so people activate to carve their own rewarding path forward.

Enchanted brands are the next paradigm in branding to help organizations thrive in a VUCA world.

These are brands that serve people rather than sell goods, and in doing so forge a strong, trusted partnership. Rather than tell people how to think and feel, these brands inspire new thinking by stimulating the imagination. Instead of prescribing, they open choices and empower people to create their own desires (out of enchantment).

This personal, creative decision making is what makes an Enchanted Brand compelling. People are sparked to imagine something they desire - their own personal view of it. They lean in to buying the branded product as a way to pursue that dream, because the brand is part of the source code and linked to achieving it.

On a foundational level, the Enchanted Brand possesses these six characteristics:

Enchanted brands are the next paradigm in branding to help organizations thrive in a volatile, uncertain, complex and ambiguous world.

16 IMPRINT CANADA | March/April 2022

1. Intention:

5. Aligned

The Enchanted Brand has a clear, relevant point to make; it’s an emotional and practical outcome it aims to achieve in the life of everyone who touches it.

It should inspire specific thinking and action, and help people overcome the challenges of a VUCA world. It should stand for an idea with a high level of meaning.

Chanel is an Enchanted Brand that wants you to experience the thrill of divine, feminine beauty so you can cultivate your own version of it. No matter what happens in the world or in your day, you can always have this gift in your life.

Enchanted Brands are attuned to anxieties and aspirations of the real world. Historically, brands have sugar-coated the world and not recognized the real human difficulties at work.

This is why many lose relevance.

The Enchanted Brand maps to enduring human challenges by providing an antidote to specific anxieties associated with them. The Johnson & Johnson brand provides a profound level of trust, embedded in the mother-baby bond which is the essence of the brand, to alleviate the high anxiety presented by complex, risky health care solutions that require a leap of faith.

2. Engaging

6. Enabling:

An Enchanted Brand must entertain and arouse curiosity.

It’s designed to make people “feel good” and stimulate new thinking. If the brand doesn’t evoke positive feelings, it is not an Enchanted Brand. It also challenges people into imagination, this is what sparks curiosity – a strong desire to know or learn something. To that end, the brand presents something new or unfamiliar in an inviting way.

The John Deer brand engages people in the fantasy of American farming, although you may have never set foot on a real working farm.

The Enchanted Brand is designed to promote self-confidence and personal value. The purpose of the brand is to counteract the disabling effects of the VUCA world and to strengthen the sense of personal power that is being overwhelmed.

This is how the Navy Seal brand helps courageous warfighters persevere in extreme VUCA circumstances, as they are driven by high ideals that can never be compromised.

Imagine if just a small fraction of the hundreds of millions of dollars spent annually on brands in our culture was spent on creating Enchanted Brands rather than on brands that pollute, dilute or refute our personal identities.

During this time of epic change - where people face the de-humanizing effects of revolutionizing technologies in every day work, life and society - we need to strengthen what it means to be human.

Enchanted Brands bring the power of art and ideas that touch people in deep ways and elevate them to a higher place.

This mental power is what will will propel people to try and buy products, work hard, invest in the future and stay loyal.

Here’s a question I want you to consider: how can you make your brand and your business more enchanted?

3. Enriching An Enchanted Brand stimulates the imagination and clarifies emotions and seeks to open the aperture of life by opening the mind to new possibilities associated with positive emotions.

Rather than fear something new, people gravitate embrace it. The brand enriches life like a great book, poem or TV show.

Many people feel enriched by the level of creativity that the Apple brand makes possible for them.

4. Authentic Enchanted Brands are tethered to a compelling truth while creating a fantasy that has relevance because it is based in truth.

The truth can be found in many places - in what people are facing or even in what the branded/product can actually do.

A Range Rover can go off-road for 4,000 miles which might inspire someone to feel the rugged adventure of it all. This truth helps validate the fantasy of a luxury off-road vehicle.

Similarly, when you buy a pair of Nike’s, your inner athlete within is activated.

About the Author: Jane Cavalier Lucas, CEO and Founder of BrightMark Consulting, is a nationally recognized brand strategist, board member, blogger and author of The Enchanted Brand (Amazon).

She helps organizations conquer a changing world with powerful brands and reputations.

Recognized for creating breakout brands like Snapple and Qwest, Jane has worked with over 100 organizations including American Express, ExxonMobil and the U.S. Navy. For more information, visit www.brightmarkconsulting.com.

m u m i x a M ” “ t r o f Com

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ADULT UNISEX PREMIUM SIDE SEAM TEE

NOW AVAILABLE IN 19 COLORS BLACK

LIGHT BLUE LIGHT PINK MAROON

MINT

OLIVE

ORANGE

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STEEL GREY

YELLOW

WHITE CHARCOAL HTR GREY HTR

PURPLE

RED

NATURAL

ROYAL

NAVY

K N U H AM S E PR E SE SIDOMBED C

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ADDRESS : 3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca

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King Athletics - #3827 - 29th St NE, Calgary, AB T1Y-6B5 Ph: 403-250-2087 Fax: 403-250-8525 Web: www.kingathletics.ca

WEARABLES Double Pique Sports Shirt Weighing in at 10.0 oz. per yard, the 65/35 polyester/ring spun cotton blend fabric of the Gildan® DryBlend® Adult Double Piqué Sport Shirt (style 72800) is durable yet has a soft hand. The comfort of the fabric plus DryBlend® moisture-wicking technology makes for a winning combination. Features include side seams with side vents and three colour-matched buttons. S-3XL, 8 colours.

TRAVISMATHEW Polos TravisMathew draws its inspiration from all aspects of Southern California culture and lifestyle; their focus on making premier men’s apparel for work and play. Take on the day (or night) in the BANKROLL polo (TM1MW128), featuring an updated chest stripe with microtriangle geo design and a two-colour print.

Prestige Lifestyle Fabrication of 45% PIMA Cotton 47% Poly / 8% Spandex.

For more information visit ggcorporate.ca

Camino Performance Polo The Camino Performance Polo (TFX-1 | TFX-1W) is built with ultra-soft touch single jersey fabric made with environmentally sustainable 87% Recycled Polyester. Articulated action shoulders allow you to move freely without binding at the shoulder. H2X-DRY® moisture management technology draws moisture away from the skin, helping you to maintain optimal body comfort.

Please visit www.mygildan.com for more details

Ace Pique Mesh Polo Canada Sportswear is showcasing the Ace – Pique Mesh Polo (S05735).

Available in Men’s and ladies styles, this 100% polyester polo features a tricot knit with snag resistant, wicking and anti-bacterial finishes, a flat knit collar, and a button placket with CX2 logo buttons.

For more information, visit stormtech.ca

Please contact Canada Sportswear, Tel: 416-740-8020 or visit www.canadasportswear.com

Sustainable Golf

7 Panel Camper AJM's new camper style 3D410M features a 7 panel construction.

With a straight front, and flat peak, this retail inspired cap is the newest trend in headwear. The front panels and peak are made from Polycotton, with the sides and back constructed from Nylon Mesh with an adjustable plastic back strap. Available in black, charcoal & navy.

Please contact AJM International at 1-800-361-6256 or visit www.ajmintl.com

The Spin family of apparel from Clique incorporates a sustainable method of colouring polyester. This solution-dye process uses 75% less water, 67% less chemicals and 39% less energy compared to traditional dyeing methods.

Visit www.cbcorporate.ca to see the full collection

EVERYDAY GREAT VALUE

Electrical Saftey certified in Canada 1-800-565-5686

FOR FULL RANGE OF HEAT PRESSES, VISIT WWW.JOTOIMAGINGSUPPLIES.CA 20 IMPRINT CANADA | March/April 2022

WEARABLES

Treeline Performance Polo The Treeline Performance Polo (PTS-1 | PTS-1W) is built from hardwearing and environmentally sustainable 100% Recycled Polyester double pique fabric with moisture wicking H2XDRY® technology designed to transport moisture away from the skin, keeping you dry and regulating your core temperature.

Snag resistant fabric improves durability and leaves the garment looking new after wear.

For more information, visit stormtech.ca

Adidas Heathered 3-Stripes Colorblock Polo Introducing the new Adidas Heathered 3-Stripes Colorblock Polo. Made from 100% polyester piqué, this garment features moisture management properties, a self-fabric collar with three button placket, contrast 3-stripes screen print on right sleeve, contemporary heather colorblock on upper chest, back and shoulders, and contrast adidas® logo at back neck to match 3 stripes on sleeve For details please visit en-ca.ssactivewear.com

Fruit of the Loom Iconic Ring-Spun Tees Iconic Ring-spun tees are the ideal program tee, making it easy to outfit a large group for events, organizations, retail, and more.

Available in multiple colours, including basics to heathers and even fashionable overdyes. Made with ring-spun softness and finegauge yarns that your customers will notice and appreciate.

Moisture Wicking Adult Jersey Sport Shirt Perfect for game day, style 8800 Gildan® DryBlend® Adult Jersey Sport Shirt is made from 50% U.S. cotton/50% polyester, with moisture-wicking properties for drier comfort. This classic fit shirt has a contoured welt collar and cuffs along with a clean finished placket and 3 woodtone buttons. S-3XL, 10 colours.

Please contact FOTL team at CanadaCustomerService@fotlinc.com

Please visit www.mygildan.com for more details

Packable Lightweight Jacket This packable lightweight FERST-DRY™ performance jacket is useful for on the go. If you’re looking to keep dry and warm on and off the golf course, add the Nagoya (Men’s FW3121 / Women’s FW3125) to your collection. Available in 4 colours to complement your choice of decoration techniques. Offered in sizes XS-4XL (Men) and XS-3XL (Women).

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

The Mike Polo Canada Sportswear's Mike Polo (S05825) is constructed from 100% polyester carbon peached interlock with wicking, anti-bacterial and quick dry finishes. Features include self fabric 2-piece collar, button placket and side seam splits. Available in Men’s and ladies styles.

Please contact Canada Sportswear, Tel: 416-740-8020 or visit www.canadasportswear.com

The Composite Ballcap Available in 12 colours, the Composite Ballcap from Trimark Sportswear has snapback closure, a pre-curved peak and structured A-frame crown backed with buckram. And because there's no seam down the front, it offers unique decoration opportunities with a continuous heat transfer. Made from 100% Cotton chino twill woven, this cap delivers ultimate comfort.

Visit www.trimarksportswear.com for more information

22 IMPRINT CANADA | March/April 2022

Bringing passion for design to a polo collection, The Wavelength Polo from Stormtech (NXT-1 | NXT-1W) provides a mechanical stretch fabric for superior comfort and unrestricted movement, coupled with a low-profile sublimated print, H2X-DRY® moisture wicking technology, snag resistant fabric, and UPF sun protection.

For more information, visit stormtech.ca

Moisture-Wicking Golf Cap

Pro-Round Hunting Building on its popular line of licensed camouflage headwear, AJM is excited to add 8Y018M. Made in the ever-growing and fashionable headwear shape, “Pro-Round”.

With a straight front and a slightly curved peak, this popular shape is now available in Realtree® camouflage fabric. The back four panels are constructed with a tan nylon mesh and sports an adjustable plastic back strap. Looks and feels great in nature and is available from all 3 warehouse locations across Canada.

WEARABLES

Wavelength Polo

Please contact A.J.M. International at 1-800-361-6256 or visit www.ajmintl.com

This unique golf cap boasts a liquid metal design on the peak, a hidden hook & loop system to hold your golf tee, and a hidden interior key pocket. Featuring FERST-DRY™ Moisture Wicking to keep you dry, the Porto (FP295) is available in 5 colours and suitable for Embroidery, SDT transfer, Pewter Emblems, and Woven Label Appliqués. One size fits most.

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

Adidas 3-Stripes Chest Polo This stylish Adidas Polo (A324) is constructed from 100% recycled polyester jersey and features a Hydrophilic finish, self-fabric collar, three button placket, 3-stripes print on right chest, open hem sleeves and contrast-colour adidas® logo on left sleeve.

For details please visit en-ca.ssactivewear.com

The Ralph Polo Canada Sportswear is showcasing the Ralph Polo (S05805). Constructed from a unique 100% polyester carbon peached interlock with wicking, anti-bacterial and quick dry finishes, this polo also features self fabric twopiece collar, button placket and side seam splits. Available in Mens and ladies Please contact Canada Sportswear, Tel: 416-740-8020 or visit www.canadasportswear.com

WEARABLES, CONT'D ON PAGE 27 March/April 2022 | IMPRINT CANADA 23

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717

ADULT UNISE X FASHION PULLOVER HOODIE

NOW AVAILABLE IN 27 COLORS

BLACK

ROYAL

FOREST

SAND

GOLD

SAGE

LIGHT BLUE

WHITE

LIGHT PINK

MAROON MILITARY GREEN

MINT

YELLOW CHARCAOL HTR GRAPHITE HTR GREY HTR

NATURAL GREY

GREEN HTR

NAVY

ORANGE

ORCHID

PURPLE

MAROON HTR NAVY HTR OATMEAL HTR ROYAL HTR

ADDRESS : 3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca

RED

The Official Hotel Headquarters of The Western Imprint Canada Show

The Best Western Plus Calgary Centre Inn offers accommodations that are truly at the centre of it all.

Our location is only minutes from The Western Imprint Canada Show as well as downtown businesses & shopping, the world famous Calgary Stampede and countless other attractions.

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Watch for special rates for:

BEST WESTERN PLUS CALGARY CENTRE INN 3630 Macleod Trail South Calgary, Alberta T2G 2P9

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KCCAPS.CA ONE STOP SHOP DELIVERY TO YOUR DOOR WITH QUALITY PRODUCTS & QUALITY EMBROIDERY

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SPRAYS

Dri-Power® Fleece Collection

The subtle touch of contrast colour makes this performance polo stand out in the crowd. The Bristol (Men’s FW7953 / Women’s FW7957) is the perfect golf attire go-to; equipped with FERST-DRY™, anti-snag and anti-bacterial features. Offered in 5 different colours in sizes XS4XL (Men) and XS-3XL (Women). Suitable for a wide variety of decoration techniques.

The Russell Athletic Dri-Power® collection is made of three-end fleece that combines softness and durability, and with moisture wicking technology, dryness and freshness is maintained for long-lasting comfort. Russell Athletic fleece comes with smoother printing surface and is suitable for sideline or fan-wear programs.

Contact Fersten Worldwide (800) 565-7462 or visit www.fersten.com

Please contact Russell Athletic team at CanadaCustomerService@fotlinc.com

EMBROIDERY THREAD

SCISSORS

WEARABLES

Performance Polo

BOBBINS

For all your embroidery needs please contact us

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WWWW.JOTOIMAGINGSUPPLIES.CA March/April 2022 | IMPRINT CANADA 27

Barista Collection of Double Wall Borosilicate Glass

Customizable Promo Tees These branded tee packs offer not only a branding opportunity, but act as a tool to conveniently deliver a detailed message to a relatively affluent golfer demographic. They can be used as an everyday giveaway or especially as a golf tournament giveaway or device to attract a tournament sponsorship.

Full colour graphics on both sides allows your customer to deliver an impactful message that can include information about the company and/or a call to action. Available with a choice of wood or plastic tees (2.75”or 3.25” length) including a one colour imprint.

Contact SMG Golf 800-599-3377 or info@smggolf.ca for more information

Silver Line Colossal Grocery Tote The Colossal Grocery Tote Now Available With a Stylish New Look! Item WC50257 features a unique silver tone fabric with 20” reinforced handles and 80G Non-woven polypropylene design. This reusable tote also has a supportive bottom board.

For details please visit www.windmillcanada.ca

New Glacier Desk Mug Say hello to your favourite desk mug! Introducing the NEW 20oz Glacier mugs (style M6100).

These stylish matte finish, double wall, vacuum insulated mugs are perfect for keeping your drinks hot or cold for hours! The push on lid with sliding closure allows for splash resistant travel. Available in 2 colours, Black or White, and packed in individual gift boxes, the Glacier makes a great gift idea for your next promotional event.

Please contact DezineCorp at (866) 625-7820 or visit www.dezinecorp.com

New Refillable Carpenter Pencils Simplex Promo showcases it’s NEW PN07L Trades pencil – a Carpenter’s pencil with refills including black, yellow and red leads. Unscrew the top and a pencil sharpener is included. A durable trades person’s tool.

For more information please visit www.simplexpromo.com or email info@simplexpromo.com

Leatherette Golf Club Driver Covers Martini-Vispak introduces its full colour Leatherette Golf Club Driver Covers (#4535). Make a statement on the course with these unique driver covers.

Constructed with a Leatherette exterior and a soft Microfibre Terry Towel on the inside, these covers are dye sublimated and PMS colour matched to any promotional campaign.

Visit www.martinivispak.com for more information

28 IMPRINT CANADA | March/April 2022

DezineCorp is highlighting the 13.4oz Double Wall Macchiato Tumbler (style G1276CL), part of its popular Barista Collection of Double Wall Borosilicate Glass. The modern and elegant double wall design of the Macchiato Tumbler keeps hot drinks hot without burning fingers, and cold drinks cold without messy condensation. Choose from one of 5 unique styles in this collection and let DezineCorp handle the rest of your branding needs.

Contact DezineCorp at (866) 625-7820 or visit www.dezinecorp.com to see the full collection of Barista glassware

GolfERASERS As seen on Shark Tank! GolfERASERS features a built-in golf club cleaner specifically designed to keep your equipment clean. The green side scrubs away dirt and scuff marks. The white side finishes the job and makes your clubs, balls, and shoes shine! Customize the medallion with your logo and hang from your golf bag. Not only will you look better, but you’ll play better!

For more information visit ggcorporate.ca

High Efficiency Rechargeable Flashlight Simplex Promo introduces the FL49 Rechargeable COB Work Light – high efficiency XPE 3W LED flashlight offering 100 lumens of brightness flashlight, top work light with 5W COD LED with 300 lumens and a side work light with 250 lumens of brightness. Comes with a heavy duty mounting magnet, clip and flush mounted hook for hanging.

For more information visit www.simplexpromo.com or please email info@simplexpromo.com

Make an Impression with Bunkerstamp Presenting a unique on-course branding opportunity. A Bunkerstamp is a polyurethane rubber mold that will leave a very crisp imprint in a sand bunker with ease and within minutes. It can be fully customized but is available in five standard sizes ranging from 3 square feet through 16 square feet. The primary targets are golf courses for club branding or to deliver a message such as “Thanks for Raking”, as well as golf tournaments for event branding or as a tool to attract sponsorship.

Contact SMG Golf 800-599-3377 or email info@smggolf.ca for more information

Candy Coated Notebook The Candy Coated Notebook from Spector&Co (ST2701) is made from polypropylene and features 160 white lined pages (non-refillable). When branded, this 6.25”x 8.438” notebook has a standard imprint location centred on the front cover between the spine and pen loop.

For more details, visit www.spectorandco.ca

ADULT UNISEX STYLE # 767 MARLED PREMIUIM HOODIE

NOW AVAILABLE IN 7 COLORS

GREY

MARLED CHARCOAL

MARLED MAROON

MARLED FOREST

MARLED NAVY

MARLED GRAPHITE

MARLED PURPLE

MARLED ROYAL

ADDRESS : 3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca

EVERYDAY GREAT VALUE

1-3 COLOUR LOGOS, NUMBERS, NAMES AND LETTERINGS

IDEAL FOR FULL COLOUR LOGOS AND DECALS

1-800-565-5686

WWWW.JOTOIMAGINGSUPPLIES.CA

Get Ready For Summer Woven emblems are flexible and light weight. Look how sharp they look! These emblems are industrial and commercial launderable relative to backing type and application method which makes them the ideal solutions for many industries and uses.

Learn more at www.emblemtek.com/products/woven-labelemblems

New Next Gen All-In-One Hooper Pro for Embroidery Embroidery Systems Canada now carries the new All-In-One Hooper Pro. Save space, time, and money, with the most innovative hooping device in the industry. The All in 1 Hooper is the only device in the industry that works with all garment and hoop sizes without having to purchase additional attachments.

3D Puffy Foam

Contact 1-888-805-8631 or visit www.embroiderysystems.com to order online

Expand Your Decorating Capabilities Stahls' Canada is showcasing the new CMYK-only Roland VersaSTUDIO BN-20A. Start building or expanding your T-shirt, poster, sticker, and decal graphics printing business, all from the comfort of your desktop. With the new VersaSTUDIO BN-20A printer you can print and cut on a huge range of vinyl, films, and media, create traditional or heat transfer graphics for apparel and accessories, and get Roland DG machine reliability & exceptional image quality and colour.

Please call 800.521.5255 for more information or visit www.stahls.ca

Game Changing Metallic Thread Cansew Inc. is offering the CR#40 Polyester, the game changing metallic from Madeira. 30 COLOURS engineered for effortless ease of use. Polyneon Green- Madeira's new polyester embroidery thread manufactured from recycled plastic, reducing the impact on the environment.

Contact Cansew Inc. for more information 1-800-361-7722; info@cansew.ca or visit www.cansew.com

Embroider For Longer With King Cones of Thread Embroidery Systems Canada is now offering King sized spools of Robison Anton Superbrite Polyester embroidery thread in black and white. These spools have more than twice the thread of a standard 5000 metre spool, so you can sew for longer without having to worry about changing out your cone of thread.

Call 1-888-805-8631, or visit www.embroiderysystems.com for more information

For All Your Embroidery Supplies American & Efird Canada is proud to offers some of the most trusted brands in the embroidery industry. A&E Canada is showcasing its collection of Bataboff Bobbins, Odif Sprays & Kai Scissors. Please visit A&E Canada the at the upcoming National Imprint Canada Show to learn more about their products.

Visit www.amefird.ca or contact 514-352-4800/ 1-800-361-0787 for more information.

32 IMPRINT CANADA | March/April 2022

Crew Neck Tee:

Men’s S05610 / Ladies S05611 / Youth S5610Y

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A D U LT U N I S E X JOGGER SWEATPANTS AVAILABLE COLORS :

BLACK

NAVY

WHITE

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ADULT UNISEX MARLED SWEATPANTS

ADULT UNISEX PROMO SWEATPANTS

AVAILABLE COLORS :

MARLED BLACK

314

MARLED MARLED CHARCOAL GRAPHITE

CHARCAOL HTR GREY HTR

AVAILABLE COLORS :

BLACK

NAVY

CHARCAOL HTR GREY HTR

ADDRESS : 3535 Laird Road, Unit 13 Mississauga, Ontario L5L5Y7 TO ORDER : Email : orders@milltex.ca | Call : 905-820-1100 | Website : www.milltex.ca

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