There’s an interesting article about marketing in Quebec in the latest issue of Marketing Magazine.
Following are two excerpts about Headspace Marketing and what we believe. Click here for the full article.
Eric Blais, president of Toronto's Headspace Marketing, was born and raised in Quebec and has made a business out of helping marketers understand its nuances. His firm conducts research and helps develop marketing plans for companies looking to make inroads with consumers in the province. "I always say to our clients that there are an awful lot of similarities between Quebec and the ROC (rest of Canada), and they certainly often don't require a different approach," says Blais. "But oftentimes, the differences can be a competitive advantage that you can leverage."
The idea that marketers have greater flexibility in their approach to Quebec is symbolized in the phrase that adorns the boardroom wall at Headspace: "Successful brand building in Quebec is knowing when to adopt, adapt or create for Quebec."
For those (few) who care, here’s a photo of the wall: