4 Ways to Build Your Personal Brand

Building a strong personal brand has become quite relevant in today’s job market with everything being very competitive. You want your personal brand to send out a positive message to your target audience. Here are a few ways to do so.


Source: http://www.workingvoices.com/wp-content/uploads/personal-brand-1.jpg

The term branding has always been associated with companies, but in today’s world almost everyone is building on their personal brand. Your personal brand is how you appear in the world, so you want it send a positive message about your values, personality, and identity. Here are a few ways to build your personal brand.

  1. Understand and be your authentic self

Your brand should be a reflection of who you are. It would be tiresome to maintain a different persona than who you actually are, especially when trying to keep things consistent. In order to create your personal brand, you should first understand yourself and know what you believe in, know what you stand for, and know what your strengths and weaknesses are. The origin of your brand is what will keep you grounded.


  1. Network

Take part in networking events to promote your brand, otherwise it means nothing without an audience to receive and interpret it. This will help people recognize you because word-of-mouth really is the best way of promotion. Don’t be afraid to share your knowledge with others, as the more value you can provide, the stronger your brand will be.


  1. Build Your Online Presence 

With today’s society being heavily driven by technology, it is important to build your online presence to market and promote your personal brand. Ensure that you are monitoring your social media accounts on an ongoing basis and improving it whenever possible. Keep things professional as many employers do a thorough Google search. Many individuals are also creating personal websites with their portfolios to showcase their accomplishments and become more recognizable.


  1. Keep Evolving 

In order to stay relevant in the industry, you must stay up-to-date with the latest changes and trends. There will always be room for growth and improvement, but you must be willing to learn and develop your skills to enhance your personal brand.


By: Petrina Huang


Article Source: https://www.entrepreneur.com/article/250924

Picture Source: http://seologist.in/wp-content/uploads/2015/03/ONLINE-PRESENCE-AUDIT.png




Reinventing the Casey Neistat Brand

After 217 vlogs, Casey Neistat is saying goodbye to daily vlogging. He wants to reinvent his personal brand and make it stronger by changing the style and production of his videos. Learn more about his new journey and why the reason behind it all.

Source: https://pmcvariety.files.wordpress.com/2016/11/casey-neistat-cnn.jpg?w=670&h=377&crop=1


Like many other college/university students, I spend a majority of my free time watching videos on YouTube.  Watching Casey Neistat’s daily vlogs became a part of my daily routine, until he announced that he would no longer be vlogging daily.

Many of his viewers were left unhappy and questioned why he would be stopping when his YouTube channel was only growing. Casey gained 5.8 million subscribers in just 18 months of daily vlogging, with over 1 billion views on his channel. He is one of the most famous YouTubers because of his creative take on vlogging, showing how adventurous and authentic they were. As pictured on the right, Casey is seen snowboarding in the middle of Times Square.

On the other hand, a few of his viewers, like myself, understand why he is doing this. I already sensed this coming a few months back, as his vlogs were becoming quite repetitive and he was no longer being creative with them. Casey’s personal brand portrays himself as a passionate filmmaker that seeks out challenges and daily vlogs were no longer giving him that challenge. His personal brand is already well recognized by many companies and people worldwide, but he is still looking for opportunities to grow. In order to keep his personal brand relevant, he must change as he mentions that when YouTubers find a degree of success, they stop innovating creatively because they don’t want to change and jeopardize that success.


He mentions in his last vlog, that in order for him to grow, he must fully let go of daily vlogging. He will still be making high quality videos, but ones that will take more than just a day to produce. Casey saw this as an opportunity to reinvent the Casey Neistat brand and challenge himself to grab onto the next vine. He wants to use his personal brand to teach his audience more about the world and how they can make it better, as well as help their voices through technology. I look forward to his new videos, and if you’ve not already watched his latest one about Vietnam you should, it was really good!


Casey’s Vietnam Video: https://www.youtube.com/watch?v=hQa4GouJYA4&t=169s


By: Petrina Huang


Article Source: http://www.adweek.com/news/technology/heres-why-casey-neistat-ending-his-wildly-popular-daily-vlog-youtube-174748

Picture Source: https://i.ytimg.com/vi/csD7BPEGAfA/hqdefault.jpg


The Revival of Barbie

Barbie has gone through a major makeover over the last couple of years, see how they repositioned themselves to make a comeback in the 21st century. Will this be the end of Barbie, or will the new campaigns succeed in the revival?


The Revival of Barbie


Like many of you, I grew up in the Barbie era, where everyone knew what Barbie was even if they hadn’t owned one themselves. I owned a few Barbie’s myself and like any other girl, I loved changing my Barbie dolls into new outfits, allowing my imagination to spur. It really fit the purpose of giving young girls an outlet to think about their future aspirations.

Over the years, Barbie’s figure was being criticized for being an unrealistic stereotypical stick-figure, with an empty-headed reputation. Parents and young girls were tired of the way Barbie was portraying how girls should grow up to look like, resulting in Mattel’s stocks to decline by 40 % after experiencing 10 quarters of sales declines.

The revival of Barbie in the 21st century occurred just over a year ago, when they launched the “You Can Be Anything” campaign, which can be seen in the video below. Barbie’s makeover helped the brand increase the sales of Barbie’s by 23% and 16% in the second and third quarter of 2016 respectively.

Barbie has been progressing by trying to include more diverse and inclusive dolls. There are now picture4multicultural Barbie’s that reflect similar features as Gabby Douglas and Zendaya. Barbie’s makeover also included measurement changes to her body to reflect real-world body types.

The brand also has a plan in development to target boys, to reduce the gender stereotype in the toy industry. They are working on changing the perception of Barbie by reiterating to its consumers that “the power of Barbie does not lie in the shape of her body, but the imagination of the one who plays with her.”

Can Barbie make a full recovery or will it the Barbie era finally come to an end?

Video Ad: https://www.youtube.com/watch?v=l1vnsqbnAkk

Source: http://www.earthlingorgeous.com/public_ftp/www/earthlingorgeous.com/wp-content/uploads/2009/2016/03/Barbie-You-Can-Be-Anthing-1023×440.jpg

Source: http://www.adweek.com/news/advertising-branding/how-barbies-makeover-brought-brand-21st-century-174206


By: Petrina Huang

How to do Well in Case Competitions

Get some insight on how to do well in case competitions from one of TMG’s Operation Director’s, as well as a recognized UTSC student who has won multiple competitions. This can help you prepare for TMG’s first ever marketing based case competition, Ignite.

How to do Well in Case Competitions


Have you ever wondered what it’s like to take part in a case competition or how to even do well in them? With TMG’s first ever case competition, Ignite, quickly approaching, I thought it would be the perfect opportunity to share some TMG wisdom on how to do well in case competitions. I asked Christo, the Operations Director on TMG, as well as Harshil, a multi-award winning 4th year student, to share some insights on their successful experiences and what tips they could provide.

Although they both agree that there is no solid formula to winning, they both still believe that these 6 tips can help you do well in case competitions.


1) Be Yourself

Participating in case competitions can be very stressful, causing you to feel very anxious and uneasy. Nerves get to everyone, but just remember to be yourself and don’t let it all get into your head. You shouldn’t worry that you are the pink sheep in the crowd, just unleash it.


2) Never Be Intimidated

Case competitions usually require a presentation of your recommendation to a panel of judges, and for some this can be quite intimidating. Don’t forget that you’re not alone on this one, you have your team presenting right there with you. And if it makes it any easier, you could always picture the judges wearing a funny costume.

Christo (2nd from the left) is pictured with his team, who won 3rd place at Unilever’s Elevate Your Brand Case Competition


3) Believe What you are Saying

Your body language and facial expressions can be very telling when presenting in front of the judges. Like Harshil, pictured on the right, have passion, believe in what you are saying, and never underestimate yourself. This will demonstrate confidence and courage, which is crucial when convincing the judges.


4) Have an Unexpected Solution

As unfair as it sounds, judges in case competitions often sit in a room and listen to the same solution being proposed by teams over and over again. Repeating that solution does not do you any favours. If the competition allows, come up with a conventional solution, as well as an unconventional alternative. That said, don’t just do it for the sake of doing it. Treat the unconventional idea as equally important in terms of the analysis and research you put behind it.


5) Trust Your Team

As soon as you read through the case, your first step should be to identify the deliverables and divide the necessary tasks amongst your team mates based on their individual strengths. However, once the division has been done, it is equally important to trust your team to get the job done. A lack of trust may lead you to continually look over their shoulders, therefore, build a diverse team with core strengths and choose people with a proven track record of succeeding under pressure. This will keep your mind uncluttered and allow you to complete your own tasks to the best of your ability, as well as making your team more versatile.


6) Have Fun

Case competitions should not always be about the prize money, it should be about the experiences you make out of it, not to mention all the relationships and networks you’ve built from it. At the end of the day, remember to have fun!


By: Petrina Huang, Christo Mohan, and Harshil Dhanky

Picture Sources:


Petrina’s Solo Adventure to L.A

Petrina traveled alone to LA this summer to visit her friend who was on a co-op work term there. Follow her along her journey to see what she did and how she survived travelling alone for the first time!


Hello everyone! To give you guys a bit of a background about myself, I am a fourth year student in the Management co-op program, specializing in marketing. This summer, I decided to travel to Los Angeles to visit my friend who was doing co-op there. Although I was taking 4 courses in summer school, I was determined to head out to LA to experience what all the hype was all about.

This was my first time travelling alone! I’ve always travelled with my family, so I was scared about the entire experience: going on a plane by myself, going through customs, finding transportation once I landed in LAX. It was all frightening at first, but I was able to manage and find my way around.

When I landed in LAX, my friend told me to take a bus from the airport which dropped me off at a station where she then picked me up. The moment I saw my friend’s car pull into the pickup area I was finally relieved, and I no longer felt like a foreigner.

She quickly drove me to her apartment, provided me with some food, and then told me that she had to get back to work because she was technically on her lunch break. It was at these moments that I had to explore the city on my own. It took some time to get use to travelling alone, but this was a great way to help me grow.


petrina-2Being the tourist that I was, I spent my 5 days in LA seeing the all the must see tourist sites. My friend took me to Hollywood to see the huge famous sign seen in movies, the Hollywood walk of fame, the Chinese theatre, the Getty Centre, Santa Monica beach, LACMA (pictured on the right), and Universal Studios. We even went on a bus tour that drove around Mullholland Drive to see the houses of famous celebrities. Unfortunately for me, I did not see any celebrities during my stay in LA. I was quite disappointed that I did not even bump into any famous YouTubers! Oh well there’s always a next time.

The key highlight of my trip was when I decided to go to Santa Monica beach alone, when my friend had to go to work that day. Being in a new city with Wi-Fi as my only source of communication, of course I was scared to go alone, but I challenged myself to not waste my day in the apartment doing nothing. I took an Uber to Santa Monica beach and just laid on the sand for a couple hours, getting a nice tan in. After I had enough of the sun, I went to get sushi for lunch at a popular sushi restaurant called Sugarfish. It was my first time EVER eating alone in a restaurant, I felt like everyone was staring at me, but I came to realize that it was quite normal for people to eat alone. Although it was quite pricey in the end, I would have to say it was so worth it!



My entire trip to LA was so much fun, I’m already planning on when my next trip will be! There was just so much too see in so little time, that I feel like I need to go back there to really enjoy LA without being rushed. The one thing I definitely miss the most about LA is surprisingly not the endless sunshine and amazing mountain views, but their Acai bowls (pictured on the right)! I have still yet to find a place in Toronto that has comparable Acai bowls. I am so proud of myself for actually travelling on my own and I would encourage everyone to do so at least once in their lives 🙂

6 Interview Tips

In order to survive job seeking season, here are a few tips to help you prepare. You may be familiar with some or even all of them, but either way they are a great reminder to help get your gears turning.

Job seeking season has begun and everyone is scrambling around trying to recover from the warm summer weather, attempting to get everything together. Seeking for a job can become quite stressful, whether it be for a part-time position, full-time position, or even a co-op position. Here are a few tips to help get you started!


  1. Research the company


It is always good to read up on the company to find out more about their visions/values to see if they align with yours. Make sure to also learn the different products/services the company offers, along with its history. It also never hurts to dig a little deeper and read up on the current news about the company, alongside tracking how their stocks have been doing.


  1. Find out who you’re interviewing with and research them too


Researching your interviewer beforehand is important as well as this gives you an idea of you can relate to them. Cultural fit is an important factor in a successful team environment, which is why this may be useful, but try not to go over board with this one.


  1. Dress for the jobposing-in-suits


Your outfit can make more of an impact than you think because first impressions are made within the first 30 seconds of meeting. Make sure your outfit demonstrates your personality, but stays within the business-professional look. Try to wear solid colours over patterns, and neutral colours over bright ones, this will help not distract the interviewers.

  1. Bring extra copies of your resume


Although the interviewer may already have your resume printed out in front of them, it doesn’t hurt to have extra copies of your resume because you always have to expect the unexpected. The interviewer may not have had the time to print it out, which is when your copy will come in handy.

  1. Body language is key

girl-doing-hand-action-to-guy-in-suitSimilar to what your wearing, the body language you make during your interview can make a huge impact. For starters, practice your handshake with friends and family to ensure that it is firm and not too weak. During the interview, try to talk with subtle hand gestures, while maintain good posture and good eye contact.

  1. Send a thank you e-mail

After the interview, it is always nice to send a thank you e-mail to everyone you met. It shows that you care and are serious about getting the job.


At the end of the day, know that you gave it your best and you’ve already done all that you could to do well on the interview. Good luck!

Article source:

Source: http://www.businessinsider.com/interview-tips-for-landing-your-dream-job-2015-12

Featured image source:


Starbucks’ Infamous Pumpkin Spice Latte

The season of fall does not seem quite right until you’ve had a sip of Starbucks’ classic pumpkin spice latte. The Starbucks brand has created a cult like culture that their consumers follow closely, creating a lot of social media buzz around their seasonal and limited products

The month of September means that school has officially started and the wait for Starbucks’ infamous pumpkin spice latte (PSL), which launched on September 6th, has come to an end. Starbucks released this drink for the 13th year in a row, while it’s competitors, like Tim Hortons and McDonald’s, have been recently trying to push pumpkin spice products to their consumers as well.


Tim Hortons and McDonald’s tried to get into the game early this season by releasing their pumpkin spice flavoured drinks at the end of August, but Starbucks’ loyal consumers know that it is not official until Starbucks themselves release it.


It is no secret that many of us believe that Starbucks is like a cult, but we all still send up trying their drinks at some point in our lives and fall into the trap. This is why Starbucks is a great example for marketers to study the social media buzz created about their products, with the #PSL being the most buzzworthy.

 Source: http://www.popsugar.com/food/How-Order-Starbucks-Purple-Drink-41751697

Source: http://www.popsugar.com/food/How-Order-Starbucks-Purple-Drink-41751697

Spredfast, a social media analytics company found that the phrase “pumpkin spice latte” and the hashtag #PSL had a total of 56.8 million tweets in the week just leading up to the launch, seen in the image below. Similar to Starbucks’ pink and purple drinks which went viral on social media in the summer, I’m sure my social media platform feeds will soon be filled with the pumpkin spice latte, as the leaves start to change colours.


Overall, Starbucks’ pumpkin spice lattes received 493% more likes per photo than shots tagged with #Starbucks. Starbucks has even gone a step further and created a Facebook Messenger bot for its Real Pumpkin Spice character, allowing users to ask the drink questions and access GIFs and photos. The Starbucks brand has created something more than just coffee for its consumers, they have created a lifestyle.


Source: http://www.adweek.com/news/technology/starbucks-pumpkin-spice-lattes-are-killing-it-instagram-173351

Source: http://www.adweek.com/news/technology/starbucks-pumpkin-spice-lattes-are-killing-it-instagram-173351

Featured image source: https://twitter.com/Starbucksnews/status/768026277894688768/photo/1?ref_src=twsrc%5Etfw

NFL Bans Adidas’ Yeezy Cleats

Source: http://www.esquire.com/style/news/a48650/nfl-bans-kanye-yeezy-cleats/

Adidas and Kanye West release Yeezy cleats, entering the world of sports, expanding themselves from streetwear fashion. Read more about why the NFL has banned these cleats, although they were made with technology that allowed professional athletes to wear during games. Find out if it was just an advertising stunt from Adidas.

Kanye West’s Yeezy shoe collaboration with Adidas has always been popular in streetwear fashion, but never in the sports realm. Von Miller, a Super Bowl MVP athlete, recently posted a picture of unreleased 750 Yeezy cleats on his twitter feed, which was so surprising.

Source: http://www.esquire.com/style/news/a48650/nfl-bans-kanye-yeezy-cleats/

Source: http://www.esquire.com/style/news/a48650/nfl-bans-kanye-yeezy-cleats/

Adidas and Kanye West then later released the news to the public, stating that these cleats were meant for professional athletes who could actually where them in actual games. DeAndre Hopkins, of the Houston Texans, wore them to a game in which he ended up winning (pictured on the right), but was unfortunately fined $6000. The NFL rule clearly states that all cleats must be a solid colour, which the Yeezy cleats obviously violate. The NFL player then went on to state that he would continue to wear them if Kanye would pay for his fines each game.

Being the basketball fan that I am, this very situation reminded me of the infamous story of how Michael Jordan wore a pair of Black and Red Nike’s which violated the NBA’s rules. For every game that he wore those shoes, he was fined $5000. It is said that Nike paid for his all his fines.

This brings us back to why it is rumoured that Adidas may step up to pay for the fines of selected players. This not only gives Adidas a good form of advertising, but it is also cost effective because a 30 second ad during an NFL game costs between $300,000 to $700,000. Adidas would only by paying $384,000 in fines and would be getting exposure throughout the entire season across 4 different NFL teams.

Will Adidas end up paying the fines for these players? Is it a sneaky advertising tactic from Adidas? With the NFL season just beginning, we will have to wait to find out whether or not players will continue to wear the Yeezy cleats and advertise them for Adidas, or if Yeezy’s shoes will remain as just a streetwear staple.

Featured image source:http://www.esquire.com/style/news/a48650/nfl-bans-kanye-yeezy-cleats/

Nike Struggles at the Olympic Games

By: Petrina Huang
The month of August heavily revolved around the Olympic games in Rio, bringing everyone around the globe together. Many athletes made personal achievements, while Nike struggled to get the worldwide audience to recognize their brand as an official sponsor. Read more about how Nike did against their increasing competition.

The 2016 summer Olympics have come to an end this year in Rio (with Canadians having plenty of successful moments to be proud of). Although Canada did not rank in the top 10 countries with the most number of medals, Canadian athletes have broken multiple records for our country. Similar to Canada, Nike competed with their rival brands, Adidas and Under Armour, at the 2016 Olympic games.

With the 2012 Olympics being the most-watched event in television history, the 2016 Olympics was a perfect opportunity for sports brands to connect with a global audience by having their product appear onscreen via commercial or on an athlete. Airtime for brands and their logos is the biggest payoff of the games, which is why brands leverage their deals with teams and athletes to make sure their logos are the most visible.

Nike’s History with the Olympic Committee

Nike’s relationship with the Olympic Committee began back in 1996, when they were not an official sponsor of the Olympic games. Instead of having to pay around $100 to $200 million to become an official sponsor, Nike found a loophole in the rules and regulations. Nike decided they could get their brand into the games by Rightproviding U.S athlete, Michael Johnson a pair of gold Nike’s to wear during his 400m event, which he then won a gold medal in (as shown on the left).

The same pair of shoes was then seen slung around the athlete’s neck on the cover of Time in America (as shown on the right). To further get their brand recognized by consumers, Nike opened a “Nike Centre” right beside the athletes’ village, as well as handed out flags with their logo on it to fans. Many viewers identified the Nike brand as the Olympic games sponsor, while forgetting about Reebok, who paid $50 million to be an actual official sponsor.

Competition Increases

Over the years Nike has become an official sponsor of the Olympic games and no longer needs to rely on tactics that would leave the Olympic officials infuriated. This relationship between Nike and the Olympic Committee was working out well, helping Nike’s shares, until the last two summer Olympic games. With just a week into the 2016 games, Nike’s stocks were seen losing to their rivals, Adidas and Under Armour. Although Nike’s stocks rose by 1%, Adidas and Under Armour’s stocks have risen by 5.9% and 2.3% respectively. The most surprising thing is that Adidas and Under Armour aren’t even official sponsors of the game. They followed similar tactics Nike used in 1996, by endorsing top athletes and teams. The competition for Nike is increasing, challenging them to think of new and creative ways to market their brand so that it is relevant to their consumers.

The Future of Nike’s Brand Management

Should Nike be worried? Will they decide to sponsor more top athletes, instead of just the U.S team to get their brand recognized in the Olympics yet again? I guess we will all have to wait four more years to see how Nike will react, and if they will take action in the 2020 Olympic games.


Take a look at the pictures below to see the different brands that the top athletes and teams were wearing at this years Olympics in Rio.
Phelps is seen sporting an Under Armour sweater at the 2016 Rio games, although the U.S team is sponsored by Nike.

gallery 1
Source: http://www.cbssports.com/olympics/news/2016-rio-olympics-michael-phelps-wins-100m-butterfly-at-u-s-trials/

Gallery 2

The U.S.A men’s 4x100m relay swim team wearing jackets sponsored by Nike.
Source: http://www.cosmopolitan.com/lifestyle/news/a62469/ryan-held-weeped-after-winning-swimming-gold/

Gallery 3

Simone Biles is seen wearing an Under Armour leotard during the 2016 Olympic games.
Source: http://www.w3livenews.com/2016/07/11/2016-Rio-Olympics-Biles-among-five-selected-to-US-women-s-gymnastics-team/3121839

Gallery 4
Team Great Britain’s uniforms are sponsored by Adidas.
Source: http://footwearnews.com/2016/focus/athletic-outdoor/team-usa-great-britain-summer-olympics-2016-rio-de-janeiro-ralph-lauren-adidas-stella-mccartney-215625/

Michael Phelps – Most Shared Olympic Ad

By: Petrina Huang & Queena Zeng

The most decorated Olympian of all time has done it again at this year’s Olympic games in Rio, with five additional gold m
edals and a silver medal to his collection of now 28 Olympic medals in total. See how he teamed up with Under Armour to produce the most shared Olympic Ad of all time.

graph 1

Michael Phelps, the most decorated athlete in Olympic history, finished his career this year at Rio 2016 with 23 gold medals and 28 overall.

He made his Olympic debut in the 2000 Olympic games, but was only well-recognized after his amazing performance in the 2008 Olympics in Beijing. This was just the beginning of when his sponsorships with brands started to pour in.

With his phenomenal swimming career, Phelps collaborated with Under Armour and produced the second most shared Olympics ad for 2016. The platforms it was shared on is presented in the diagram on the right. This ad, titled “Rule Yourself” ultimately became the most shared Olympics spot of all time.

Watch the ad here: https://www.youtube.com/watch?v=Xh9jAD1ofm4

What makes this ad so successful and so sharable?

graph 2Through this ad, Under Armour was able to perfect the “right emotional chord” with its targeted audience of millennial men that are between the ages 18 to 34. It captivated the viewers and caused them to visually engage in the dramatic nature of an Olympic athlete’s intense training; inspiring among 47 percent of overall viewers, and 68 percent of millennial men. The ad ultimately brought all the key emotions such as pride, amazement, happiness, excitement, etc., within a span of one minute and 30 seconds. The diagram on the right displays the top 4 positive emotions.

Under Armour was also able to create consistency in their recent ads, ensuring that they inspire and amaze their audiences. The consistency helps convince the audience that Under Armour is a reputable brand that can be trusted and creates a stronger consumer brand relationship. It was important for Under Armour to understand that they needed to make their ad feel as genuine and authentic as possible. This is because young target audiences easily lose their trust in a brand if an ad feels ‘fake’. It painted hard work and sacrifice through every perfected stroke of Phelps, which brought sense of rawness and realness.

With all in mind, Under Armour created a work of art that did justice amongst the fans of Michael Phelps, and the decorated athlete himself. The diagram on the right displays the success of the ad, as the brand resonated with a majority of the audience. The powerful portrayal of emotions and delicacy of every scene is what lead to the success of Under Armour’s ad.


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