Toronto, ON (May 17, 2017) – Interbrand Canada today announced that Dawn Whiteman has joined its senior leadership team in Canada. An innovator and change agent, Dawn brings more than 20 years of award-winning experience leading brand strategy and creative development to Interbrand, and will leverage her deep expertise in ethnographic research, behavior change, facilitation, and organizational alignment to help brands reframe and focus their strategies and brand purpose to drive growth.
“With her extensive expertise in observational psychology and insight analysis, Dawn brings a unique perspective to help our clients develop and translate deep human, consuming and cultural insights into a genuine, meaningful brand strategy,” said Carolyn Ray, Managing Director, Interbrand Canada. “She will play a key role helping clients reframe how they approach growth, particularly during times of change and transformation, such as new leadership, merger or acquisitions, customer segmentation, talent/employee engagement challenges, or culture change.”
Whiteman will work with brand and business leaders to develop and implement insights-based brand strategies to help bring clarity and focus to their business, and will deepen Interbrand’s core offerings in brand strategy, architecture, valuation, experience design, and marketing capability. Dawn’s experience across diverse sectors includes clients such as Johnson & Johnson, Shopper’s Drug Mart, Sick Kids Hospital, and Conagra Foods.
“Knowledge isn’t the same as understanding, and Interbrand is proactively responding to the dramatic change in the way customers behave,” said Whiteman. “As brands strive to create iconic, memorable experiences, doing so requires deep insight into behavior, which can be challenging with the overabundance of data. People have different backgrounds and cultural foundations, receive and process information in new ways, and want to act on a more personal level. This, more than a traditional functional engagement, shapes perception and expectations of how brands create sustainable meaning and purpose.”
About Interbrand Canada
Headquartered in Toronto, Ontario, Interbrand Canada combines local knowledge with global insights to help businesses grow. With 16 years of experience across Canada, Interbrand offers full-service branding solutions including strategy, analytics, visual design, verbal identity, and implementation. For more information, please visit us at Interbrand.com and follow us on Twitter (@InterbrandCDN) and Instagram (@InterbrandCDN). Join us as we celebrate Canada’s 150th birthday with The Interbrand 150: Iconic Canadian Brands report, out this June.