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Business Development Bank breaks rebranding campaign

The Montreal-based Business Development Bank of Canada has undertaken a rebranding initiative intended to raise awareness of the company among Canadian entrepreneurs. The branding includes a new logo, intended to be more contemporary, and the adoption of the tagline, "Financing. Advising. Smarts."

The new brand will be introduced with a national advertising campaign breaking this week. It will consist of French and English television, radio, print and online advertising. The new branding and the campaign were developed by Cossette.

"The idea behind this campaign was to show the close relationship between BDC and entrepreneurs," said Antoine Bécotte, chief creative officer at Cossette. "We chose an approach that highlights the common values that drive them both, including passion, determination and drive. We hope to reach entrepreneurs across the country and remind them of the extent to which BDC's know-how can help them succeed."

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