While National Newswatch does not keep an archive of external articles for longer than 6 months, we do keep all articles written by contributors who post directly to our site. Here you will find all of the contributed and linked external articles from Éric Blais.
The British band The Clash famously asked “Should I Stay or Should I Go” in its 1982 hit song. That was two years after Quebecers were asked a far wordier question about independence. How a question is phrased — and what response options are offered — can have a massive impact on a study’s results.
Predictably, the headline from the Conservative convention over the weekend is Pierre Poilievre’s 87.4 per cent approval score among party faithful, and 34 per cent among Canadians polled by the Angus Reid Institute. No news here. Time will tell if the buzz over the first data point will help increase the second. What’s more revealing is what Jenni Byrne, the...
The French have a whole vocabulary for a blunder — faux pas, gaffe, bévue — which may be why English borrows the words. And they are quick to spot them. They showed it when Prime Minister Mark Carney hugged Bonhomme, the Québec Winter Carnival mascot.
When Mark Carney flirted with the Liberal leadership on the set of Jon Stewart’s ”The Daily Show,” he tried on the “outsider” label. “Young sneaky; you’re running as an outsider,” said Stewart. “I am an outsider,” Carney replied. I argued then that Canadians wouldn’t buy the outsider pitch. Positioning yourself as an “outsider” while having served as a top economic...
If politics is a market, then leaders are brands — and sometimes they suffer the same problem as founder-led companies: the person who built the thing becomes the person the thing can’t move past. Québec Premier François Legault effectively admitted that Quebec has reached that point when he announced his resignation, with an election looming and the Parti Québécois leading...
Pierre Poilievre’s weekend appearance on CBC with Rosemary Barton wasn’t remarkable for what was said. It was revealing for what still couldn’t be said. There was no acknowledgment that losing an election he was widely expected to win might merit reflection. No acceptance that losing his own seat could justify a rethink of a political style built almost entirely on...
In Quebec, certain words don’t land softly. Corruption is one of them. It’s a word that once even earned Quebec the cover of Maclean’s magazine as “the most corrupt province in Canada,” a headline that infuriated the political class precisely because it cut so close to a long, uncomfortable narrative. So, when that word is once again associated with the...
Mark Carney didn’t run as a conventional politician. He ran as the outsider who wasn’t. It’s an appealing contradiction: a first-time candidate who also happened to be one of the most connected people in the country and abroad. Carney spent years at the centre of power in both Ottawa and London. He advised governments, soothed markets, briefed prime ministers, and...
“You do not come into America and start government-funded political ads and expect that there (won’t) be consequences or reaction.” On this, U.S. Ambassador to Canada Pete Hoekstra is right.
In both marketing and politics, you learn to live with known unknowns. You can’t control when the environment changes, but you can control how ready you are when it does. As we start this week, that’s exactly where we find ourselves: by the end of it, we could be looking at a snap holiday election, triggered not by desire but...
The Carney government’s first budget is being sold as “generational.” As the economic plan’s central metaphor, it might be spot on. But for young people, the takeaway may not be what the government hopes for.
Pierre Poilievre’s recent video attacking Mark Carney could have been a strong argument. If not for the air quotes. When he says Carney promised he could “handle Trump” and “negotiate a win,” his fingers twitch into the familiar inverted-comma gesture. It’s a tiny move, but it says everything. Air quotes don’t persuade; they perform. They turn conviction into commentary and...
In the world of Donald Trump, contradictions are just part of the landscape. You can find a clip of him supporting or contradicting virtually any position he takes today. For most politicians, that would be devastating. For Trump, using his own words against him just doesn’t have the same impact. So, months ago, I suggested a different approach: use the...
Half a century ago this week, Canadians were finally able to see for themselves what a project of national significance was supposed to look like. It was one of those visionary major projects designed to demonstrate to the world that Canada was capable of building great things, the kind that Mark Carney alluded to when he announced the Major Project...
Doug Ford wants to outlaw speed cameras. He calls them a municipal “cash grab.” It’s a top-of-mind issue for someone whose brand could well be Ontario’s mayor. While he may present himself on Fox News as a national figure, his political instincts remain rooted in municipal turf; like his late brother Rob, he’s most at ease in the politics of...
In the world of business and entertainment, the phrase “back by popular demand” carries a certain magic: it suggests something was missed; the audience longed for its return; and that its absence left a void only it could fill. Think of a beloved Broadway show that ended its run too soon, leaving fans clamouring until it finally returned to the...
What’s with Ontario Premier Doug Ford and alcohol? A teetotaller whose brother had a very public struggle with addiction, Ford once declared as a Toronto city councillor: “I’m the only person in [Toronto City Hall] that doesn’t drink — ever.” He won’t touch the stuff. Yet he’s shown a deep political interest in alcoholic beverages.
As we await the list of projects the Carney government considers to be of national importance to Canada, I’d like to suggest a late addition. Under the new framework of “One Canadian Economy,” the Building Canada Act, passed earlier this year, is intended to streamline large, nation-shaping projects such as corridors, ports and grids, and to boost our prosperity, security...
In today’s political landscape, policies and politics alike are increasingly shaped and simplified by slogans. Prime Minister Mark Carney has introduced “Build, Baby, Build” as a rallying cry for his government’s infrastructure agenda, signalling urgency and determination. While Carney is relatively new to the art of sloganeering, his adoption of this catchier vernacular shows an understanding of how powerfully these...
Advocacy campaigns aimed at swaying legislators and regulators are nothing new. Companies have long used their influence to protect their interests. But TikTok’s recent efforts in Canada add a clever twist to this well-worn playbook that may prove to be as culturally resonant as it is politically strategic.
In marketing, a brand’s positioning is defined by the choices consumers have. Politics operates the same way: a leader’s identity is shaped by how they differ from their rivals and the options they represent. Right now, Prime Minister Mark Carney finds himself in a unique position. With Conservative Leader Pierre Poilievre out of Parliament since losing his seat in the...
Elon Musk has always taken a curious pride in not spending big on advertising. Tesla’s meteoric rise was, in his telling, proof that a superior product—and a CEO with 220 million followers—renders paid media optional.
When the Conservative party adopted the slogan “Bring it Home,” it was a catchy phrase reportedly inspired by Leader Pierre Poilievre’s wife. It signalled a return to fundamentals, to a familiar place of security and prosperity. It’s now clear that the promise of bringing it home has not fully materialized.
As Prime Minister Mark Carney unveils Canada’s newest cabinet, many will look for the clear signs of change he promised voters. In the days leading up to the election, a Bay Street friend of mine said it plainly: “Let’s see if Carney can mop up the Liberal party and get it back on track. They don’t deserve my vote. But...
During his leadership campaign and now, as prime minister, Mark Carney reached for a loaded phrase: “Masters in our own home.” “The old relationship we had with the United States is over. What exactly the United States does next is unclear. But what is clear is that we as Canadians have agency, we have power. We are masters in our...
A near-death experience often leaves survivors permanently changed. They emerge more grateful, more focused, and, crucially, more humble. The brush with mortality strips away illusions of control. Survivors stop taking life for granted. They shift their priorities. They understand that survival is not a reward. It’s a reprieve. Politics isn’t so different. Just a few months ago, the Liberal Party...
Some dismissed it as the “erectile dysfunction” ad. Others laughed it off as a desperate Hail Mary to salvage a faltering campaign in Southern Ontario—specifically in the all-important 905 region. Well, they can stop laughing. Call it the blue belt now. The Conservatives not only held their ground in the 905—they flipped several Liberal ridings.
I was in Montreal the night Quebec voted “No” in the 1995 referendum. For many who voted “Yes,” it was heartbreak soaked in tears — but ultimately, it was resignation with echoes of René Lévesque’s words in 1980: “until the next time.” The images and the words spoken that night were displays of sadness, not rage. Except for then-Premier Jacques...
In marketing, as in politics, the “brand” is often a persona built over years, even decades. At a certain point, the persona isn’t just a strategy — it’s an operating system. The rewards are immediate and obvious when a politician is applauded for cutting down, for exposing flaws, for pointing the finger. Accusation is currency; outrage buys airtime.
This week’s leaders’ debates began in Quebec — albeit unofficially. The much-anticipated French-language debate is set for Wednesday night — scheduled at the same time as the Montreal Canadiens’ final regular-season game. Unlike in 2011, when the debate was moved up a day to avoid a similar clash, this time the Leaders’ Debates Commission either didn’t have a choice —...
If you’ve ever driven from Toronto to Florida, you’ve likely encountered the visual cacophony of billboards along America’s Interstate Highways. These range from posters for injury lawyers and gentlemen’s clubs to fast food outlets and reminders that Jesus loves you. Upon reaching Florida, one might chuckle at an AC repair ad proclaiming, “Your wife is hot.” But lately, these roadsides...
While the country was in lockdown during the COVID-19 pandemic, Quebecers enthusiastically adopted the French version of the Italian slogan andrà tutto bene: “ça va bien aller” — meaning: “it will all be fine.” That’s likely what the Liberal war room told itself amid the backlash following the decision to refuse Quebecor Media’s invitation to participate in its French-language Face-à-Face...
Canada Proud, the right-wing provocateurs and third-party advertising group closely aligned with Conservative leader Pierre Poilievre, are not exactly renowned for their subtlety. Their social media ads frequently veer into crass territory, yet clearly resonate—evidenced by their hefty investments in Meta's Facebook and their savvy optimization of messaging and targeting.
“Quebecers are discovering their inner Canadian” according to the Association for Canadian Studies (ASC). Its survey shows that the percentage of Quebec residents who agree with “I am proud to be Canadian” rose from 83 per cent in May 2024 to 86 per cent this month. In Ontario, it increased from 80 per cent to 87 per cent, while it...
A recent analysis highlighted in La Presse reveals a startling aspect of Prime Minister Justin Trudeau's oratory style. When assessed through a linguistic lens, Trudeau's vocabulary richness—or lack thereof—stands out, particularly when his word variety is measured against the total number of words he has spoken. This metric, known as a lexical richness index, positions Trudeau's vocabulary as one of...
If that's the overarching theme of the campaign, 'Canada Strong' could be a slogan-sized blind spot for the Liberal campaign.
It’s called an election campaign for a reason. Even though its purpose is to secure votes, instead of purchases, it is, in many ways, akin to marketing campaigns selling beer or detergent. Most of all, it starts with clearly stated quantitative objectives. Usually, it is to contribute to an increased market share. As such, Doug Ford’s campaign to secure a...
For months, the Ontario government has been promoting the narrative that “it’s happening here” through a barrage of ads published in newspapers across the province and online. The ads state that “more people are working than ever before,” with “over 700,000 more people working today than in 2018.” That’s the year Doug Ford’s Progressive Conservatives came to power.
If “Fresh. Familiar.” are the words describing its brand identity, the party might want to make sure they don’t sideline the familiar part next time they decide to wrap themselves in red.
“There are unknown unknowns.” That’s how former U.S. Secretary of Defence Donald Rumsfeld referred to the risks that come from situations so unexpected they would not normally be considered. Unknown unknowns are far more difficult to anticipate than known unknowns.
In the words of Mike + the Mechanics from The Living Years, "Every generation blames the one before and all of their frustrations come beating on your door." This line perfectly captures how Canadian youth have inherited the unmet promises of the past, and, like many before him, Justin Trudeau paid the price of that truism—bearing the weight of collective...
“You’re Richer Than You Think” is one of Canada’s most recognized slogans. Launched nearly 20 years ago, it continues to strike a chord with bank customers despite ever-changing times — and occasional derision. It prompted boos and heckles during a 2009 cinema screening of a commercial featuring the tag line, when audiences were feeling the full weight of the recession...
Unlike Mark Carney and Chrystia Freeland, Karina Gould is not running for prime minister of Canada — at least according to her launch video. She has limited her declared ambition to becoming the next leader of the Liberal party of Canada: “We need to rebuild our party so that we can rebuild our country.” While her opponents are running to...
Asked by The Daily Show’s Jon Stewart about the top contenders who would give the Liberal party its best shot against Pierre Poilievre, Mr. Carney mused about what he jokingly called a wild hypothetical: “Let’s say the candidate wasn’t part of the government. Let’s say the candidate did have a lot of economic experience. Let’s say the candidate did deal...
Ten years ago, I argued that Justin Trudeau was “the hero” archetype, stepping into Canada’s political scene with a promise to rescue the country from cynicism and stagnation. His ascent was defined by optimism, energy, and a clear mission: to slay the dragons of austerity, climate inaction and social inequality.
U.S. President-elect Donald Trump is just having fun when he repeats his joke about Canada becoming the 51st state. It’s nothing new. He made similar remarks during Trudeau’s first term. But this time, the stakes feel different. With Trudeau’s weakening position in polls and Chrystia Freeland’s abrupt resignation, Trump’s taunts seem designed to exploit Canada’s vulnerabilities. It’s a calculated tactic...
“To me, the most beautiful word in the dictionary is tariff and it’s my favourite word,” president-elect Trump told Bloomberg in October while speaking at the Economic Club of Chicago. “It needs a public relations firm.” Indeed, it does — but not for the reasons he imagines. Instead, tariffs need a communications campaign to deliver a blunt message to Americans.
In the world of political advertising, nothing grabs attention like negative advertising. Why? It’s simple: our brains are wired to pay more attention to threats than compliments. This isn’t just pop psychology — it’s an evolutionary survival tool. In the wild, spotting a predator meant life or death; it’s not much different in politics. The more dire the warning, the...
In politics, where the line between the personal and political is often blurred, the “beer test” stands out as a surprisingly powerful litmus test for a candidate’s appeal. This test, a shorthand for likability and relatability, asks a simple question: could you have a beer with this politician and genuinely enjoy it? This gut-level assessment goes beyond policies to probe...
“It takes a tough man to make a tender chicken.” This slogan from the annals of advertising history was for a highly successful ad campaign for Perdue Farms in the 1970s, featuring its founder, Frank Perdue. His no-nonsense persona stood out and helped differentiate a commodity product. Perdue cultivated the image of a tough, hands-on leader. This wasn’t just advertising...
In Monday’s byelection in LaSalle—Émard—Verdun, voters faced an unprecedented choice: 91 candidates listed on a sprawling ballot — the longest in Canadian history, surpassing even Toronto—St. Paul’s with its 84 candidates. It required a one-meter-long sheet to list all the names, arranged alphabetically in two columns, without any photos or colours. This was the work of the Last Ballot Committee...
The Grand Seduction. That’s how some media outlets referred to Pierre Poilievre’s many visits to Quebec this summer. It’s perhaps a reference to the 2013 movie of the same name based on the 2003 French version, “La Grande Séduction.” The film centres around the struggling fishing village of Ste-Marie-la-Mauderne in Quebec, where all residents are on welfare and engage in...
The Ontario government’s recent decision to direct its four largest agencies to spend 25 per cent of their advertising dollars on Ontario-based news publishers is a welcome move to support the province’s struggling media industry. In an era of declining print advertising revenues and the rise of digital giants siphoning away ad dollars, local news outlets across Canada are fighting...
As calls for Prime Minister Justin Trudeau to step down grow louder, inevitably, talk of “rebranding” the Liberal party of Canada in a post-Trudeau era has begun. But let’s pause and consider the weight of that word: rebranding. In marketing and politics, “rebranding” is often tossed around as if it were a magic wand, capable of instantly transforming public perception...
Growing up in a French-speaking household, my family often vacationed in Ontario and New England, where I was captivated by the omnipresence of a certain figure in the local real estate scene. His name, Réal Estate, was emblazoned in bold capital letters on what seemed like every other lawn sign across these regions.
“You must be kidding.” That was one of the many emails I received in response to a column I published in Policy Options in 2021 titled ”Justin Trudeau: The Mature Brand.” It argued that the man once accused of being ”just not ready” in a barrage of attack ads by the Stephen Harper-led Conservatives had transformed into a seasoned, mature figure.
In marketing as in politics, a brand’s voice can make or break its ability to connect with its target audience. More than just tone and delivery, a brand’s voice signals its authenticity, approachability, and relatability. Get the voice wrong, and your message may fall on deaf ears — or worse, grate on them like nails on a chalkboard. As Marshall...
I won’t be able to share this op-ed on Meta’s Facebook and Instagram due to its decision to block access to news articles in Canada. This action was in response to the Online News Act, which compels companies like Meta and Google to negotiate commercial deals and pay news publishers for their content. That doesn’t bother me. However, what is...
Conservative leader Pierre Poilievre throws punches in both of Canada's official languages. Yet, some punches land differently in Quebec compared to English Canada. In marketing and language localization, understanding the socio-cultural context is crucial for effective communication and to avoid backlash.
It's been a slow burn, simmering out of the spotlight, but the Liberal Party's campaign against Pierre Poilievre is beginning to crystallize. The bite-sized videos disseminated via their official channels wield Poilievre’s own words like a double-edged sword. One called “The apple doesn’t fall far from the tree” revisits his infamous apple orchard interview, juxtaposing his commentary with accusations of...