Ben Wise
Ben currently works in the Rich Media team at Google, where he helps some of the biggest media and creative agencies in Canada execute the latest in digital marketing.
Prior to joining Google, Ben worked as a Brand Consultant at LEVEL5 Strategic Brand Advisors. Here, he helped develop, implement and measure brand strategy for some of the best-known brands in the country. He also holds an MBA from the Richard Ivey School of Business.
Ben’s experience spans many industries, including digital and high tech, health care, the public sector, retail, sports and entertainment, and more.
After returning from a year of volunteer work in northern Ghana in 2006, Ben founded Step By Step Africa, a charity that provides HIV/AIDS programs in Ghana and Uganda. In addition to writing for the CMA blog, Ben tweets regularly about brand strategy and maintains a personal blog at Ben Wise on Branding.
"The opinions here are my own and do not reflect that of my employer."
Ben's Recent Posts
Emotional or Rational? Both!
I have written regularly about the difference between the emotional and rational benefits of a brand. Rational benefits are easy to understand, but can be easily copied. Think of the technical specs … more
How Do Your Customers Shop?
When I go to a bookstore, there are three sections that I look through. It doesn’t matter to me what is on display near the front of the store or what is on sale. I will never notice them.
When … more
What Do Your Customers Do?
For decades, marketers have focused on reaching their customers based on mounds of demographic data, which has been used to develop target profiles.
Brand X is aimed at 35-55 year old women with … more
Madison Avenue Needs to Rethink Advertising
Since the days of Mad Men, the creative minds of Madison Avenue have been the driving force in the advertising world. Agencies fight hand over fist to attract the best creative minds to come up with … more
The Future of E-commerce Has Been Around For Decades
Pundits love to talk about the future of e-commerce. Where is e-commerce headed? What will it look like in 5 years? In 10 years? And of course, how should that part of the brand be managed? As much … more