Usefulness Is the New Influence

Three shifts shaping brand strategy in 2025 + SocialNext conference updates

February 17, 2026

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There’s a lot of noise in marketing right now. AI updates. Platform shifts. Endless predictions. But when you zoom out, a different pattern starts to emerge. The brands gaining ground in Canada aren’t chasing attention. They’re building usefulness into everything they do.

That’s where influence is being earned.

Coming up

ChatGPT app on an mobile phone, sitting on top of a laptop keyboard

Influence in 2025: What Canadian Brands Are Getting Right

This year’s Ipsos Most Influential Brands ranking tells a bigger story than who moved up or down.

Influence used to be about visibility. Now it’s about utility.

The brands gaining ground in Canada aren’t chasing attention. They’re building usefulness into what they already do.

Three themes stand out.

1. AI only matters if it’s useful

AI is everywhere in marketing conversations. But the brands gaining influence aren’t leading with AI as the story. They’re using it quietly to improve the experience.

Faster service. Better recommendations. Simpler processes.

People can tell when something is just for show. What they reward are brands that make life easier.

2. Value is now part of brand equity

Canadians are paying closer attention to where their money goes.

That doesn’t mean brand love disappears. It means value becomes part of the promise.

The brands winning right now are clear about what you get and why it matters. Big emotional campaigns can still work. But without substance behind them, they fall flat.

3. Canadian context matters more

There’s a growing appreciation for brands that feel rooted here.

Not loud nationalism. Not flag waving.

Just brands that understand the Canadian consumer, regional nuance, and the realities people are navigating right now.

The bar has moved.

It is practical.
It is grounded.
It is earned through relevance.

As teams start thinking about 2026 planning, the question is simple.

Where are we genuinely useful, and are we communicating that clearly enough?

Right now in Canada, the brands that win are the ones that make life easier.

Corey Evans recording the Marketing News Canada on-site at SocialEast with guest host Odum Idiak

Two Smart Reads + One Smart Listen

Stories shaping the Canadian marketing conversation this week.

  1. How Canadian health marketers are turning compliance into a growth edge — Most brands treat compliance like a legal checklist. The smartest health marketers are turning it into trust, credibility, and long-term growth. In a market where trust feels harder to earn, this shift matters.

  2. Beyond the buzz: Which marketing buzzwords actually deserve to survive? — “Authenticity.” “Community.” “Purpose.” We use them constantly. But which ones still mean something? And which are just filler in a deck? This read cuts through the noise and shows how to turn overused language into real strategic clarity.

  3. Listen: Corey Evans on risk, virality, and why most brands play it too safe
    — The marketer behind WestJet’s Christmas Miracle (35 million views, zero paid media) shares what made it work and what most brands still get wrong. The biggest takeaway? Put the experience first. Make it about the audience, not the brand. If you’re tired of copycat campaigns and safe ideas, this conversation will challenge you.

Watch & Learn

Upcoming live webinars, interviews and conversations in the SocialNext Marketing Alliance. Every Wednesday at 10 AM Mountain Time / 12 PM Eastern Time.

February 18: Radio Isn’t Retro: Why Smart Marketers Are Tuning Back In 
Radio isn’t new. It isn’t flashy. And it isn’t going away. While marketers chase the next platform, radio still reaches people when they’re actually listening. Media strategist Amanda Harding shares where it fits in a 2026 media mix, how it strengthens digital performance, and why it still builds trust in ways other channels can’t.

February 25: Your Brand Strategy Doesn’t Work Without CRM Strategy
You can nail your positioning, but if your CRM can’t support segmentation and lifecycle marketing, your brand won’t scale. Dani from Agency Atlas breaks down how CRM structure turns strategy into real growth.

Mike Morrison, SocialNext President, on stage at SocialEast 2025 - Photo by Mathieu Higgins-Savidant

SocialNext Updates

It’s been a minute since we shared a full conference update, so here’s what’s coming up across SocialNext!

SocialNext: Toronto | April 9, 2026 · The Carlu
Speakers are now live on the site, with more announcements on the way. Toronto always moves quickly, so if it’s on your 2026 calendar, now’s a good time to start planning.

SocialWest | May 27-29, 2026 · Calgary TELUS Convention Centre
Speaker reveals are rolling out and we’ve introduced a new team offer: buy 4 Ultimate Tickets (which include access to all SocialWest events) and get the 5th free. If you’re planning to attend as a group, this makes it easy.

SocialNext: Montreal | June 10-11, 2026 · Palais des congrès
Tickets are now on sale for our first bilingual SocialNext conference. Expect speakers in both English and French diving into strategy, brand building, digital trends, and the future of marketing in Canada. This one will feel different and distinctly Montreal.

SocialPacific | September 23-24, 2026 · Vancouver Convention Centre
We’re officially moving across the harbour and into the Vancouver Convention Centre this year. SocialPacific shifts into a September timeslot and into a larger venue to welcome even more of the West Coast marketing community. Tickets on sale soon!

SocialEast | October 29-30, 2026 · Halifax Convention Centre
SocialEast is now on sale and moving to October this year. Atlantic Canada’s largest gathering of marketers returns to Halifax for two days of practical strategy, strong perspectives, and meaningful connection across brands, agencies, creators, and founders.

Better prompts. Better AI output.

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Coast-to-Coast Job Opportunities

Not seeing your province or city? Follow us on LinkedIn for job openings across every province and territory in Canada every Friday.

Thanks for reading. We’ll keep bringing you the stories, ideas, and context shaping Canadian marketing.

Marketing News Canada

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