Beyond campaigns: Building visibility that compounds over time

Tariffs and U.S. market pressures are reshaping the way Canadian brands approach growth and marketing. Many smaller companies are choosing to expand within Canada rather than absorb the costs of competing across the border. They are putting more resources into marketing - especially media coverage, community partnerships, and campaigns that highlight Canadian identity. With prices rising, consumers are more likely to support Canadian-made products, giving local brands an advantage if they lean into this positioning.

At the same time, U.S. companies operating in Canada are working hard to maintain customer loyalty. They are emphasizing partial Canadian production, increasing sponsorship of Canadian cultural and sporting events, and launching limited editions designed specifically for this market. The goal is to look more relevant and connected to Canadian consumers, even as they face the same cost pressures. In both cases, earned media has become a differentiator - because visibility in trusted outlets builds credibility that advertising alone can't match.

This shifting landscape means one thing: momentum is no longer guaranteed. The brands that stand out will be those that not only adapt to economic realities but also rethink how they build trust and cultural connection. That's where marketing strategies must evolve.

In today's market, many campaigns capture attention in the short term but fail to build momentum over time. The lesson for brands is clear: a spark isn't enough. Short-term wins should be treated as the starting point for longer-term brand chapters. When a cultural wave is caught, the next step is to build on it with storytelling and consistency so that one campaign feeds into the next.

Cultural relevance also matters more than ever, but only when it's genuine. The strongest work doesn't chase trends - it shows up where the brand truly belongs. That authenticity is what builds trust and makes messages stick.

Emotional storytelling remains the most effective tool. Campaigns that leaned into real experiences, representation, or vulnerability weren't just powerful - they were memorable, and memory is the foundation of brand preference. Design also plays a role here. From typography to physical activations, design is no longer just visual - it can be tactile, sensory, and visceral, turning campaigns into experiences that people recall long after.

Data is another underused lever. Many brands still treat personalization as a checkbox, identifying broad groups like "Gen Z" or "women 35+," without unpacking the sub-groups and specific needs within them. The real opportunity is to let insights drive the creative - whether it's messaging to students versus young parents within Gen Z, or tailoring to hockey superfans versus casual playoff watchers.

What I've also seen in practice is that PR works best when it creates ripple effects. The most impactful campaigns don't just get covered in the media - they create dialogue, equip communities with tools, and earn a place in culture. This is why, at my agency, we emphasize earned media as more than exposure. Every article secured is a portfolio of trust, a lasting asset that builds authority far beyond the campaign window. For small and mid-sized brands especially, earned media is not just an add-on - it's the anchor that keeps momentum alive between bursts of paid activity.

Community influence is another growing force. Campaigns that invited people to participate, not just watch, had more staying power. In Canada especially, local communities and neighborhoods shape culture. Brands that engage at this level create loyalty that no short-term stunt can match.

Finally, hybrid strategies are proving the most effective. Digital-first campaigns gain depth when anchored in physical experiences: pop-ups, packaging, OOH. These real-world touchpoints make digital engagement feel grounded and human. Pair that with moments of surprise and limited-edition scarcity, and you don't just capture attention - you create anticipation.

For marketers navigating tariffs, rising costs, and shifting consumer expectations, the blueprint is consistent: combine authenticity, storytelling, insight, and earned trust. The brands that approach this moment with discipline and creativity won't just win campaigns - they'll build reputations that last.