CANON DEVELOPS "KNOW HOW"
By Adnews Staff
Canon Canada Inc. of Mississauga, Ontario is supporting a global initiative with a new corporate branding campaign in Canada. The initiative unites all Canon lines of business under one brand umbrella called "Canon KNOW HOW." The branding initiative is being introduced to Canadian consumers with 30- and 60-second television commercials portraying "Canon KNOW HOW" as the bridge between technology and the people who use it. The television creative, from DCA of New York, will also be used as the foundation for future advertising campaigns, including a new campaign from DCA's sister agency DCC Communications of Toronto. That campaign, supporting Canon's business products group, is scheduled for release later this year. DCC's advertising follows the new branding strategy by providing examples of Canon enabling people through the "KNOW HOW" it provides. The launch of "Canon KNOW HOW" is also being supported with public relations activities from National Public Relations of Toronto.