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successful cause marketing and brandingYou want your company to be successful; every businessperson does.

So how des a company become successful one a macro-level scale? Simple! One word, two syllables: Branding.

In order for your company's brand to be the best, you need to know what's the best right now. So which brands are the best? What makes a brand the best? How did these companies build such impressive brands?

Well, for your education and research, here are Interbrand's three best Canadian brands of 2014: Toronto Dominion, Royal Bank of Canada & Thomas Reuters. Keep reading to find out why!

#1 - TD (Toronto Dominion)td bank logo

It is not surprise that Interbrand ranked TD as Canada's number one brand of 2014. Year after year, the company has demonstrated its formidable presence amongst Canadian and international consumers. For thirteen years now, its green leather chair has reassured Canadians that banking can be comfortable. J.D. Power, for eight consecutive years, has ranked TD, "Highest in Customer Satisfaction among the Big Five Retail Banks."

TD, in a sector characterized by monochromatic behaviour, has succeeded in making sure its stands out from the rest. That being said, of course TD, as like any corporation, has dissatisfied customers.

At present, Canadian consumers believe that, plainly, banks prioritize profits over customer needs. Canadians believe the banking industry lacks innovation. But there is some good news: recently, there's been a boost in customer satisfaction due to large and mid-size Canadian banks better explaining their services and fees.

TD, equipped with its long-standing and creative theme, is in a great position to go above and beyond the rest of the banking sector. The corporation has an opportunity to elevate the meaning of comfort beyond simply addressing confusion. For instance, as Interbrand suggested, the company could launch a social media campaign inviting customers to define what comfort means to them (and then of course, work to deliver on those definitions).

#2 – RBC (Royal Bank of Canada)rbc3d

RBC, another banking company. Didn't I just say that the banking sector is monochromatic and rarely has shining stars? This is true, but CEO Gord Nixon let RBC shine brightly when he sent an open letter to all Canadians pledging not to send work offshore as a salary-saving tactic.

Beyond this powerful and honest approach, RBC has also worked hard to support the environment and diversity. In 2013, the Human Rights Campaign recognized the corporation as the "best place to work for LGBT equality". RBC has also launched programs such as the recent "RBC Career Launch Program", which demonstrates its commitment to the citizens of Canada.

Of course, as a for-profit business, the company continues to be a money-making machine. It has steadily maintained the first or second position in market share for all product categories in Canadian banking, and is now the globe's sixth largest global wealth manager.

#3 - Thomas Reutersthomson reuters

Thomson Reuters has recently been struggling with a slow decline, and has tried to transform the firm in an act to turn its luck around. The new strategy for branding is great: Thomson Reuters is working to become an "enterprise-driven organization with an integrated go-to market strategy, common processes, shared assets and centers of excellence". Yes, these initiatives are far from new and could be applied to any number of companies, but for Thomson Reuters to take the change and overhaul the company shows great strength from the senior leaders as they go above and beyond exploring new possibilities.

As consumers, we all know that in the corporate world of today, there's a definite surplus of data and a deficient of information that is actually understandable and useful. And Thomas Reuters can use this to its advantage; it can deliver what Canadians so desperately need.

By taking the time to properly listen to clients, the company can provide productive advice to help its professional clients make effective and efficient decisions. This change in priorities will propel Thomson Reuters. By helping to incur innovation in areas supported by clients, consumer affinity will increase and drive the business forward.

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