Canada has produced some of the world's most recognizable and beloved brands - yet the journey from domestic success to global relevance is rarely straightforward. In this session, senior insights and marketing leaders from three iconic Canadian companies share how they use consumer understanding (local and cross-market) to shape their brand strategies on the world stage.
From Lululemon's cultural resonance across markets to Sun Life's navigation of diverse financial mindsets, to Telus Health's expansion into global wellness ecosystems, panelists will explore how consumer understanding drives decisions about what to adapt, what to protect, and what to let go of as brands cross borders.
Moderated by Carla Flamer of Ipsos, this conversation will tackle the tensions between global consistency and local relevance, the evolving role of insights teams in international growth strategies, and what Canadian brands can teach the world about building with purpose.
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