Scotiabank Joins the Ranks of Patron Member

March 2012

The CCAB is excited to welcome Scotiabank to the ranks of Patron member of CCAB. “I believe CCAB is doing some incredible work in supporting wealth creation for Aboriginal business,” says Lee Walker, Director, Aboriginal Financial Services, Scotiabank. “And that’s why we are happy to support CCAB at the Patron level.”

As a Patron, Scotiabank is demonstrating its commitment to innovative ways to bridge the gap between Aboriginal owned businesses, community owned development corporations, and corporate Canada. With this greater investment, Scotiabank will be receiving enhanced benefits.  This includes a prominent table at either the Toronto or Vancouver Gala Dinner (value of $7,500), the choice of a table at two CCAB Business Luncheons (value of $1,500) and an opportunity to participate in a small roundtable discussion with a National Aboriginal leader.  

Scotiabank will be joining other CCAB Patrons as IBM, Tim Hortons, Syncrude, Sodexo, and BMO Financial Group. 

CCAB Defines Brand to Strengthen Relationships

June 2011

How do we want others to see us? What’s our brand personality? What are our values, internally and externally? When looking to define their brand these were the questions that CCAB needed to answer. To find those answers CCAB partnered with branding experts to more clearly define their brand through a workshop program. Those branding experts were CCAB members.

MGM Communications is a First Nations majority owned full service advertising agency with proven expertise in developing strong brands and helping businesses strengthen their relationships with their audiences. MGM President, Dean Owen led the workshop prior to CCAB’s 2011 AGM, held May 31 in Toronto. Workshop participants were made up of CCAB staff and members, who were keen to absorb Owen’s experience on the value of fostering relationships through a defined brand personality. “Relationships are far more powerful and effective than advertising,” observed Owen. “So it makes sense then that your advertising efforts should work towards establishing and strengthening relationships. Start by knowing who you are, and what you stand for.”

Participants were guided through a series of exercises that allowed them to define CCAB’s core values and brand character. Throughout the session the participants were actively engaged in the process, coming together to determine who they were and what they stood for. At the end of the session CCAB had a much more clearly defined identity.

Moving forward, CCAB will be using the workshop summary and branding guidelines provided by MGM Communications to introduce their newly-defined brand. This reinvigorated brand identity will attract new partners for CCAB, allowing for the growth of a diverse and exciting organization, as well as increased business opportunities.