Interbrand Canada revealed its fifth biennial ranking of Canada’s most valuable brands and two Vancouver companies ranked in the top ten, Lululemon and Telus.
Here is what Interbrand Canada had to say about Lululemon and Telus.
If true character really is revealed in the face of adversity, millions of lululemon loyalists were sorely disappointed with what they saw from the beleaguered brand in 2013.
Considering the string of outrageous Chip Wilson comments and PR pratfalls, the yoga-inspired athletic brand had a very bad year indeed. Major changes resulted, most notably the departure of founder Wilson and lululemon CEO Christine Day. The personality of lululemon does not reside solely in its leadership. It lives in the teams working at store level. In the communities the brand serves. And in the loyal customers who draw so much inspiration from the brand.
We’re hopeful that new CEO Laurent Potdevin will read those hallmark messages of inspiration that appear at various touchpoints. As one of them teaches, “Life is full of setbacks. Success is determined by how you handle them.”
It’s not in Telus’ DNA to get in line with industry trends and norms. Unlike industry leaders Bell and Rogers, Telus has taken a much different tack with its customer service and actually put the customer at the centre of what they do, taking every opportunity to involve the customer to build relevance.
And the results are clear. At the end of 2013, Telus became the second largest wireless carrier, surpassing Bell. With all of their success, what’s next? Compared to Rogers and Bell, Telus is missing national cable service and media content.
Does Telus go the expected route and acquire a company like Shaw or Corus Entertainment? Or do they acquire a deeper understanding of how people want to consume media and create a visionary new model of a Canadian telecom?
Our gut says the latter.