Has Mayor Rob Ford destroyed the Toronto brand?

Posted on Posted in Beloved Brands in the Market
Toronto the Good

I’m from Toronto, but I’m not really from here, if you know what I mean.  It seems most people in Toronto are from some place else.  That’s what makes it such a great place to live.  It’s visibly impossible to tell the tourists from the locals.  Toronto is a beautiful collection of cultural pockets, Italian, Greek, Jamaican, Chinese, South Asian, Brazilian, Jewish, Korean and everyone else woven throughout the city. If you love multiculturalism, Toronto is the place to be.  I love it. 

0704prideToronto has a vibrant LGBT community, with one of the world’s largest Gay Pride parades.  Our premier (equal to a governor in the US) is a lesbian and yet her sexual orientation didn’t really make the news cycle, before or after she came into office.  Isn’t that a healthy sign of a modern day world?

The hot political issues you hear in other parts of the world won’t be discussed at the lunch table in Toronto.  No one really talks about gay marriage, free healthcare, abortion and gun control.  We’ve implemented  solutions and kinda moved on past these issues.  Gay Marriage has been legal since 2003, Healthcare has been free since the 1950s, Politicians never talk about abortion anymore and in most provinces it’s fully funded under the healthcare laws.  We think guns are a problem, because that’s a big issue for us, but in reality, Toronto only has 50 murders per year compared to 500+ in Chicago (same sized cities).   

Toronto is different.  Toronto is very modern.  Toronto is good.   ‘Toronto the Good’ is one of the city’s many nicknames, first used in 1888 when there was a campaign for moral purification.”  Toronto is a fairly pure city.  

It would be safe to say that Rob Ford is a far cry from purification and not likely a fitting leader of “Toronto the Good”. 

So what is Toronto’s brand?  

Toronto is a well respected city, some love it, but almost all like it.  People see all the good, whether it’s multiculturalism or the fairly liberal virtues of the city we offer.  And clean comes up every time.

As for the Toronto tag line, I’m not sure we have one.  I’ve never heard one.   We have some good shopping, good collection of live theatre, a noteworthy ballet and a solid film festival.  We have the greatest hockey team on earth that last won in 1967.  We had the tallest structure (not building) in the world and maybe top 3 now.  We are close to Niagara Falls, a short two hours away.

Wow, who the heck are we?  

Here goes:  Toronto is a nice place to live.  

There I said it.  I’m sorry.  That’s really what the Toronto brand is all about.   We aren’t sexy, fun, wild or insane.  We are nice.  Polite.  Friendly.  Comfortable.  Courteous.  Safe.  And Clean.  

We are a nice place to live.  Embrace it.  

I guess that’s why Toronto never makes the US news.

Enter Stage Left:  Mayor Rob Ford

Well, this week Toronto finally got its wish.  We made the US news. 

hi-rob-ford-interactive-852For those who don’t know, Rob Ford, Toronto’s infamous mayor has admitted that yes, he smoked Crack last summer, but it was likely during one of his many drunken stupors.  His words.  It’s re-assuring that at least we know he was too drunk to remember.

Toronto has finally made the US news cycle and we are on every late night TV show.  I was watching Jimmy Kimmel last night and he just said “Rob Ford” without even saying “Toronto’s Mayor Rob Ford”.  Wow, we have hit the big time.  We are famous finally.  Embrace this Toronto.  

Here is Toronto’s seven minutes of fame on the Daily Show with John Stewart.  Tourism Toronto could not afford this coverage.  


So what’s the damage to the Toronto brand?  

First of all, what’s the damage to the Rob Ford brand?  None.  People in Toronto have known Ford was like this for a long time.  So this is not really new to us.  Just good comedy.  Even back last year there was a fun list of 21 things about Rob Ford that will get a good chuckle.  “The 21 Things to Know About Rob Ford” New York Magazine   

There are contrasting Rob Ford poll numbers floating around that could give him room to repair this.  On the positive side, his job approval rating is up 5% compared to before the crisis.  But 60% of the people are saying he should resign.  So if he can find a way to put this behind him and create some “comeback story”, then his core supporters could help him to stay in office.  Check himself into re-hab, lose 30 pounds and come out a changed man.  Just follow the Bill Clinton playbook.

Good brands have to be either better or different.  In the high taxed political world of Toronto and Canada, Rob Ford occupies a very unique message in Toronto, that of “lower taxes”.  He’s almost the wrong guy with the right message.  If someone comes along with a “lower taxes” message but in a much refined image, then Rob Ford could be ousted.  No longer unique.  

As for the Toronto brand, I think it’s relatively safe.  I know local people are “embarrassed” and ranting on Facebook about what a disgrace this is to Toronto.  It won’t really damage the city.   Toronto has such a squeaky clean image, this will fade into the news cycle and won’t come back to haunt us.  In the last 20 years, we’ve seen so many politicians do some pretty bad stuff that we are long past that.   Nobody equates the bad behavior back to where they are from.  

With or without Rob Ford, Toronto will always be “Toronto the Good”


My book, Beloved Brands, has everything you need to be successful with your brand. 


I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.

Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Available on Amazon, Apple Books or Kobo

We have the paperback and e-book version on Amazon. Click here to order: https://lnkd.in/eF-mYPe  

We are also on Apple Books, which you can click here to order: https://lnkd.in/e6UFisF

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4


At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.

🎈Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.

🎈 Build a brand plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth

🎈Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey

🎈Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan

🎈Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.


To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

About Graham Robertson

As the founder of Beloved Brands, Graham has been an advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links, Miller beer, Earls restaurants and Pfizer. He’s helped train some of the best marketing teams on strategy, brand positioning, brand plans, and advertising.Graham Robertson

In his marketing career, Graham led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills, and Pfizer, rising up to VP Marketing. He has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertising awards. His book, Beloved Brands, is the playbook for how to build a brand consumers will love.

We live by the beliefs that guide us

We believe the best answers are inside you already. My role is to get those answers out, and make your answers even smarter. I never give you the answer. I will ask more questions that challenge your answers to be better.

We believe investing in your people pays off. With my training program, I know I will make your people smarter, so they make the right choices, and produce exceptional work that will lead to higher brand growth.

You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson signature