The Rising Importance of a National Brand for Organizations - Part 2 | Queen's University IRC

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The Rising Importance of a National Brand for Organizations - Part 2

Brand Canada

Françoise Morissette, Queen's IRC Facilitator
Publication date: October, 2018
Brand Canada

In 2004, my colleague Amal Henein and I, undertook a pan-Canadian research project seeking answers to the following questions:

  • How is Canadian Leadership different from that of other countries?
  • How effective is the Canadian Leadership brand and how can we expand our capacity to lead?
  • How can we ensure Canada has an abundant supply of capable leaders?
  • How can we strengthen our leadership presence and impact, particularly in the international arena?

To discover a wide variety of perspectives and paint a complete picture, we set out to interview two key groups likely to have expertise on these topics:

  • Successful leaders in all sectors of the economy and regions of the country (295 interviewees)
  • Leadership development professionals in variety of settings and sectors (66 interviewees).

Throughout the research, we ensured regional, linguistic and diverse representation: gender, age, ethnic background, people with disabilities etc. The research resulted in Made in Canada Leadership,[1] published in 2007 in both official languages.[2]

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[1] Henein, A. & Morissette, F. (2007). Made in Canada Leadership, Wiley Canada.

[2] The French version is entitled: Leadership, Sagesse, Pratique, Développement, Éditions de l’Université de Sherbrooke.