by Miriam Hara | Jun 3, 2025 | Advertising, Branding, Creative
There’s something about a visual that speaks before words do. In our world of creative marketing, we’ve always known that. We’ve built our reputation around it.
A single image has the power to invite, provoke, reassure, even challenge. The beauty of storytelling isn’t always told. Sometimes, and I would like to believe, often, it’s felt.
Today, with the emergence of AI, the art of storytelling seems to be on a clock. AI tools are changing the game, offering up content in a matter of seconds. Need a futuristic skyline? Done. A perfectly lit dinner table? Easy. A kid in space boots, eating cereal? No problem…easy peasy.
And yet, despite all this progress, something gets lost in all this instant perfection. Something important.
Speed Isn’t Vision
At the speed of business, it’s easy to get caught up in the whirlwind. At 3H, although we enthusiastically embrace what’s new, we don’t chase the ‘shiny’. We ask why. We dig for truth. And when it comes to AI and creative work, the truth is this: the tool might be fast, but the vision still has to be ours.
Garbage In. Garbage Out.
Visual storytelling is so much more than design or a pretty picture. Every photo, every frame, should reflect something deeper. AI can’t feel the weight of a brand’s history. It doesn’t know your founder’s favourite colour or the reason your tone shifted last year. More importantly, it doesn’t understand your audience nor does it understand nuance. It understands patterns and what you tell it to understand. It draws from the information you provide to spool out visuals that articulate what you want. Without you…the output is lackluster.
Same Tools, Same Output
AI-generated visuals are starting to blend together. They’re clean, polished, technically impressive and often forgettable. That’s what happens when convenience starts to steer the process. You lose what makes a brand unique. You lose texture. Voice. Point of view.
Great branding comes from decisions that aren’t always obvious. A slightly off-centre crop. An imperfect detail left in on purpose. The shadow that softens a bold message. AI can imitate these things, but it can’t originate them
Use It. Don’t Depend on It.
That doesn’t mean AI doesn’t belong. It does. We use it. It helps us move faster when speed is needed. It helps us pressure-test concepts. It gets us thinking. But it doesn’t replace thinking.
We still build from the same foundation: insight, relevance, creativity, intention. And those things aren’t auto-generated. They’re earned. Experience, instinct, and a willingness to trust the process is what built them.
The Data Is Useful. The Direction Is Yours.
Automation can tell us what visuals perform well. It can highlight which colours draw attention or which layouts increase dwell time. But data is there to inform, not direct.
There’s still a place for surprise. For taking a risk that can’t be measured in advance. For following the feeling, not just the formula. That’s where real creative work lives.
Stay in the Story
If you take anything from my perspective, let it be this: storytelling doesn’t speed up just because the tools do. The moment you trade intention for efficiency, the message starts to slip. Fast isn’t the goal. Impact is.
AI is a tool, not a teammate. Use it when it helps, question it when it doesn’t, and don’t let it lead. That part still belongs to you. When it comes to building brands that last, it’s not about how quickly you can create content. It’s about how deeply that content can connect.
by Miriam Hara | Mar 28, 2025 | Business Success, Marketing
Canada Local, buying into it is trending, imagine that! That’s one silver lining in all this chaos and craziness with our southern neighbour. Canadians are finally waking up to the power of buying Canadian. We’ve always had the resources, the talent, and the ingenuity to thrive. But for too long, “buying Canadian” has been more of an afterthought than a movement. That changes now. Because when global forces shake us, we don’t crumble, we double down.
Buy Canada Local: Understanding the various Maple Leaf Labels
In the frenzy of supporting the Canadian economy and Canadian businesses, let’s get clear on what’s actually made in Canada. Those tiny labels on the packaging? They matter. Here’s what they really mean:
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“Product of Canada”: Think more than Maple Syrup Ontario or BC Wines. Any home grown local business falls into this category, artisans, entrepreneurs and that are regionally, provincially or nationally minded, in both in packaged goods and business to business. You can’t get more Canadian than this. This means 98% or more of the product’s total direct costs, including ingredients and processing, originate from Canada. If you want to truly support Canadian farmers, manufacturers, and suppliers, this is the label to look for.
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“Made in Canada”: A little looser. The product was manufactured or processed here, but the ingredients? They could be from anywhere. However, at least 51% of the total direct costs must be Canadian. A step in the right direction, but not quite homegrown.
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“Prepared in Canada”: The most flexible of the claims. The product was assembled or cooked in Canada, but most of its components were sourced globally, including the USA. But it also means that being prepared here… provides and optimizes Canadian jobs.
Bottom line? If you want your dollars to matter and fuel Canadian businesses, “Product of Canada” is your best bet.
The Brain Power Behind the Maple Leaf
Canada can take a page of the hundreds of individual self help and validation books! As a country we really don’t value what we are all about, looking always for validation externally. Our humble-nous has been so ingrained we’ve lost the ability to recognize our true strength and value.
The real problem? We haven’t fully embraced ourselves yet. And that’s where the real identity crisis begins.
We are the first to acknowledge our worth in terms of raw materials and of course, natural beauty. But Canada is a powerhouse of innovation, creativity, and entrepreneurial grit.
Think Shopify, a homegrown e-commerce titan that’s revolutionizing online retail. Or DeepMind, the AI powerhouse with Canadian researchers driving global advancements. Even Cirque du Soleil, an international entertainment phenomenon, was born out of Canadian creativity.
It goes without saying our sense of humour is second to none, having provided millions of people with the best laughs with the most awesome comedians.
From AI and biotech to sustainable manufacturing and entertainment, we have been at the forefront of some of the most groundbreaking industries in the world. But unlike other nations that shout about their accomplishments, Canada tends to shrug it off and blush.
It’s time to change that.
When Buy Canada Local… Really isn’t
Think about it. Some of our most iconic brands we’ve all grew up with, aren’t actually Canadian-owned anymore.
Hudson’s Bay Company: A Historical Past owned by the USA
Founded in 1670, Hudson’s Bay Company (HBC) is North America’s oldest company. It practically wrote the book on Canadian commerce. But in 2006, American businessman Jerry Zucker acquired HBC for $1.1 billion. Two years later, NRDC Equity Partners, another American firm, took over. It may still feels Canadian. But its ownership says otherwise.
Tim Hortons: More American Than You Think
Tim Hortons—the brand that fuels our hockey rinks and morning commutes hasn’t been fully Canadian for years. In 2014, it merged with Burger King under Restaurant Brands International (RBI), a Canadian-American multinational. Yes, RBI is headquartered in Toronto, but its corporate roots run deep into American soil.
So, next time you grab that double-double, know that while the nostalgia is ours, the ownership isn’t.
Buy Canada Local Your Purchase Statement
Every dollar spent on Canadian products is a direct investment in our economy. It creates jobs. It sustains industries. It ensures that the families who grow, manufacture, and innovate here continue to thrive. And in a time when economic uncertainty looms large, that kind of impact matters.
This isn’t about waving flags or blind patriotism. It’s about making choices that keep our economy strong, our communities thriving, and our identity intact.
The Silver Lining
Trump’s tariffs may have set off alarm bells, but they also sparked something else: realization. We don’t need to rely so heavily on imports. We don’t need to play by the rules of an unpredictable trade partner.
What we do need? To recognize that Canada has its own rhythm, its own strength, its own identity. We’re not just an add-on in the global economy. We’re a force.
So, Elbows Up. Choose Canadian. We all have a part in making this time a turning point in Canada’s history.
by Miriam Hara | Mar 11, 2025 | Advertising, Agency, Marketing
Test Marketing Needs a Great Concept
It’s always exciting being part of something new. To have a brand venture into a new territory. Reaching out to new audiences with a brand is bold. Often, media costs and full outreach takes dollars… and that’s where test marketing comes in. Suddenly everyone’s talking numbers, timelines, and geographic reach. SO what about the creative?
If you’re rolling out a test market without fully investing in the creative, you’re not testing your brand’s true impact. You’re just guessing. And guesswork has no place in serious strategy.
The Pitfall of Ignoring Creative
When implementing a test market, the focus is often on logistics: which channels, which regions, and what budget. Those things matter, for sure.
But here’s the thing: they only matter if your creative concept is strong enough to deliver
We all know this: creative isn’t just a pretty picture or window dressing. It’s the most essential element in any campaign. Creative is the core of your brand message. It’s what your audience will see, feel, and remember. Skipping over creative development, whether to test a channel or save budget, is a costly mistake.
Think of it this way: placing a “meh” ad in prime real estate is like putting up a billboard with a dense paragraph of unreadable copy. Sure, your brand is in the right place, but without compelling creative, it’s not going to grab attention or make an impact.
“Good Enough” Isn’t Good Enough
Think of it this way. You’re trying a new channel, like TV, radio or digital, to reach new audiences. These are people who may not be familiar with your brand. What kind of impression do you think a lack lustre ad will make?
Test marketing is about seeing if your idea can resonate, but resonance starts with a strong, compelling message, and that’s all about the creative, not the media. (albeit, they need to go hand in hand).
Half-hearted creative efforts lead to muddled results. Instead of testing the potential of your idea, you’re testing a watered-down version of it. So when that version fails to connect, you might assume the whole idea doesn’t work, when the real issue is that you didn’t give it the chance to shine.
Test Marketing isn’t Tactical
It’s tempting to think of test marketing as a purely tactical exercise. You’re testing TV vs. radio, or digital vs. print. But here’s the truth: channels don’t sell ideas, creative does. The channel is just the stage. The performance rests on your creative concept and execution.
If you’re exploring a new medium, your creative has to adapt without losing the core essence. TV needs visuals that captivate. Radio requires messaging that paints pictures with words. Digital demands agility and interactivity. Print needs to speak volumes. Regardless of the channel, all creative adaptations must be remarkable and memorable. The best campaigns understand the nuances of each channel and craft creative that works within them while staying true to the brand.
Test Marketing: Show Up Like You Mean It
Your test market audience doesn’t know they’re part of a test market. For the audience, this is the first impression of your brand. And if you show up with “just good enough” creative, that’s the impression they’ll walk away with. Think of test marketing as opening night for a smaller crowd. You’re not rehearsing; you’re performing. Show up like you mean it.
Creative Is the Test
So the next time the you’re working on a test market initiative, pause and ask: is the creative ready? Is it compelling? Does it reflect the brand’s essence and true personality? Without great creative, you’re not testing your campaign’s potential. You’re testing what happens when you don’t take your own idea seriously.
Test marketing is a chance to learn, refine, and validate. But to get real insights, you need real effort. Don’t just dip your toes in the water. Commit full on. Dive in with creative that makes waves!
by Miriam Hara | Jan 7, 2025 | Communications, Content, Social Media
The 2024 Word(s) of the Year
I don’t know if you feel the same way as I do, but there’s something oddly satisfying about seeing an entire year—its ups, downs, and collective quirks—wrapped up in a single word. But 2024? This year instead of one word stepping forward and claiming the crown, there’s an entire parade of words, each vying for its claim to the throne! Maybe it’s just a sign of the times. Or maybe there’s just too many dictionaries and publications weighing in on “the word” claim.
For your convenience…I’ve compiled a list, citing the word, its origins and why it’s considered the 2024 word of the year…and by which “governing body”. Enjoy!
Much Ado About Brain Rot
Oxford University Press handed the crown to ‘brain rot’ as the 2024 word of the year. Defined as “the supposed deterioration of a person’s mental or intellectual state, especially viewed as the result of overconsumption of trivial or unchallenging online content,” it captures the glazed-over feeling we all know too well after scrolling endlessly through cat videos, conspiracy theories, and dance trends we’ll never attempt.
The origins of the term date back to 1854 when Henry David Thoreau Walden. I haven’t read the book myself, but from my endless scrolling(ha!) to fact find this article, it is where the term ‘brain rot’ was first cited, Brain rot refers to the modern resurgence points to our collective obsession with low-effort content. Usage spiked by 230% in 2024, and honestly, I’m surprised it wasn’t higher. As Generation Alpha’s screen habits came under scrutiny, ‘brain rot’ has now become the term we reach for, part diagnosis, part cultural self-drag.
Manifest: Dream It, Do It, Post About It
Cambridge Dictionary gave us ‘manifest’—a word that’s been simmering quietly in the corners of self-help books and crystal shops but exploded this year thanks to social media influencers. Defined as “to imagine achieving something you want,” it became less about cosmic alignment and more about curating your life like it’s a Pinterest board.
It’s optimistic, it’s proactive, and let’s face it—it’s also a little exhausting. But in a year where uncertainty seemed to hang in the air like fog, ‘manifest’ was a small reminder that intention still holds power.
Demure: Quiet Luxury Goes Viral
Dictionary.com brought us ‘demure,’ and not since Jane Austen’s heyday has the word felt so relevant. Traditionally describing modesty or reservation, ‘demure’ got a TikTok glow-up thanks to influencer Jools Lebron and her catchphrase, “very demure, very mindful” in a series of videos posted to the platform in early August.
Suddenly, demure wasn’t just about avoiding the spotlight or being modest—it is used to describe refined and sophisticated appearance or behaviour and owning it, quietly. Usage spiked by 1200%, and if you didn’t at least try to pull off a “demure airport outfit” in 2024, were you even paying attention?
Polarization: The One Thing We Can All Agree On
Merriam-Webster brought us ‘polarization’—a word heavy with the weight of our times. Defined as “the process or state of dividing into sharply contrasting groups or sets of opinions or beliefs,” it was less a word and more a diagnosis.
Every headline, every debate, every family dinner seemed to circle back to it. And while understanding polarization is easy, fixing it?…well not that easy it seems!
Kakistocracy: A Word You Didn’t Know You Needed (But Did)
The Economist dusted off ‘kakistocracy’—a mouthful of a word that means “government by the least qualified or most unscrupulous individuals.” It’s not exactly subtle, and neither were the political moments that catapulted it into relevance.
It sounds sharp, like glass breaking. I don’t know about you…but that doesn’t sound like a good thing.
In closing… or reflection.
Words are important – at least to me they are. Specific words, such as these, define our collective state of mind (the borg comes to mind!). From ‘brain rot’ to ‘kakistocracy,’ 2024’s words are sharp, reflective, and sometimes a little too on the nose.
Here’s to 2025—may the words be kinder, the screens a little dimmer, and our collective brain rot kept in check. And if not… well, there’s always 2026.
by Tara Ford | Nov 26, 2024 | Advertising, Marketing
Marketing brands are competing with more noise than ever. How do you capture the attention of an over stimulated audience? That is the magic question. With consumer attention spans changing gears faster than ever, brands have 3 seconds to grab someone’s focus before they’re back to watching cat videos. So, how do you stand out in a market where everyone is scrolling, swiping, or just plain tuned out?
The short answer (pun intended) – compact content. 15 second Radio ads, TikToks, Reels, powerful and visually stimulating Billboards. The key is cutting through the clutter with succinct messaging that leaves a lasting impression.
Here are a few tips on capturing the attention of your audience:
Keep It Short and Sweet
Attention spans aren’t what they used to be. If your content can’t get to the point in 10 seconds or less, it’s gone. Start with a hook that stops your audience in their tracks. Whether they are scrolling, listening to a podcast or heading to work, a bold statement or a surprising visual will make those first moments count.
Speak Their Language
Use language, trends, and visuals that resonate with your audience. You want to align with the core values of the Generation you are trying to reach. Gen Z want more authentic and transparent communication so they can make their own choice where Millennials want to be educated on the brands they are buying. It’s important to know the difference and cater your communication messages.
Don’t Overthink It
You want content that your audience is willing to share and chat about with their friends and family. Show behind-the-scenes moments, quick tips, or playful takes on your brand and the people behind your brand. Authenticity and a positive culture keeps people watching and engaging.
Meet Your Audience Where They Are
Some of the best campaigns are the ones that infuse themselves into consumers lives. Whether it’s at a bus stop, point of purchase or on a streaming platform, your audience is constantly moving and so should your brand. The key for current generations and ones to come, is making them feel seen rather than sold to.
Call to Action
Give your audience something to do after seeing your ad or marketing communication. Whether it’s ‘Shop now,’ ‘Watch more,’ or ‘Share and Tag a friend,’ you want them to engage with your brand as much as possible.
The Power of Repetition
Repetition is the name of the game if you want consumers to remember you. Repeating consistent messages across multiple channels builds recognition and trust. Short. Sweet. Repeat.
The Short Wrap-Up
Shortened attention spans may be here to stay, but impactful marketing has always been about understanding your audience. Sometimes these extra challenges bring out more impactful and creative ideas. In today’s age of endless distractions, you have to be nimble and quick. After all, if you can’t beat short attention spans, you might as well command them.
