How to Do Content Marketing Right?

Many articles argued the effectiveness or non-effectiveness of content marketing. It’s not one of these articles. Instead, I’ll share the foundation you need to do content marketing right. Great content marketing raises the people’s desire to do more often an activity that potentially requires your products. It’s not about your products, their benefits, nor their features. It’s about a lifestyle, an habit, an aspiration, or achieving a specific goal. Before you consider content marketing, you should know that is a… Read more »


Simple & Effective: The Shopping Bag of Nota Bene

Sometimes, a brown shopping bag and a piece of washi tape is all you need to make a statement. You don’t have to spend a fortune on packaging to tell your story. What you really need is a concept that reinforces your message, that creates a magic moment, one moment that entices your customers to come back soon. That magic happened again on my last visit to my absolute favorite stationary shop, here in Montreal. The magic happened when the… Read more »


Leveraging your assets: Life Swaps by Timberland

I’m in awe of Life Swaps, the latest campaign by Timberland Europe. I waited for years to see a campaign that fully leverages the assets and creatively maximizes the content they produce. One that would integrate my philosophy. You can’t imagine how many times I wrote a post about this issue, only to delete it before posting because it sounded too negative. It happened again two days ago. Imagine my happiness when I discovered the Life Swaps project by Timberland…. Read more »


How content curation made me a tastemaker

Content curation is a hot topic amongst marketers. There is no doubt in my mind that content curation should be a part of any content marketing strategy. If you think that curating content is easy and fast, you’re wrong. To do content curation right requires time, vision, creation and lots of research. I know; I built a reputation as one of the most one of the foremost lifestyle & entertaining experts in Canada by mastering the art of curating content…. Read more »


Coherent Brands: How Porter Airlines Does It

I have been a fan of this Canadian regional airlines since their beginning. You can say that Porter Airlines got me at first sight. I couldn’t resist their chic retro style and attentive service. I was thrilled when I noticed that I could enjoy a complimentary wine glass  served in actual glassware, not plastic. It reminded me of when I flew with Pan American as a child. The reason why I’m talking about Porter here is… Read more »


Brand Storytelling is the New Way of Marketing

In today’s economy and social media era, branding is about telling a story that resonates with your core audience. Your logo, your tag line and other visuals are only playing a supporting role. They are not the main characters; your brand stories are. If you want people to become supporters of your brand, look for business stories that evoke an emotional response. Let me emphasis one key element: people don’t buy features. You need to sell them the desire to… Read more »


Want Less Stress? Fix Your Bottleneck!

A version of this post was first published on At Work with Kim Vallee. Like most people, you are probably rushing from morning to night. You can accomplish a lot by determining what will be the focus of your day every morning, by sticking to what’s on your to-do list, and by limiting interruptions and other distractions. But it might not be enough. It is easy to forget about the little things or the things that we have… Read more »


Planning a Photoshoot? Some Useful Tips

As I am writing this post, Kim and I are still in the process of finalizing the Sproutive website. We have all our content pretty much lined up, but we recently realized that we would need new head shots and a few photos for the home slider. This meant we needed to schedule a photoshoot. Kim had already worked with a photographer she really liked, so we decided to book a session with the very talented Elizabeth Delage…. Read more »


The Shortest Short Story: Your Tagline

When we talk to business owners about marketing, Kim and I stress the importance of brand narrative. What is the story of your business? What is your mantra? What is important to you? Typically companies address these kind of questions in their company philosophy. And typically, these are long-winded, spongy affairs, stuffed with platitudes and clichés, extolling “excellence in customer service” and “a commitment to quality.” (Excuse me as I suppress a yawn.) Company philosophies are as boring to read… Read more »