Ikonica: A Field Guide to Canada's Brandscape - Softcover

Alan Middleton is executive director of the Schulich Executive Education Centre and assistant professor of marketing at the Schulich School of Business at York University in Toronto.

"Now here's the perfect way for any loyal citizen with a bent toward commerce to gear up for the Canada Day weekend. [Jeannette Hanna & Alan Middleton]...have teamed to produce one of the more handsomely packages business books of this or any other season, Ikonica...While the core of the book is its treatment of brands...the wee essays ponder the notion of what is definably Canadian." (Toronto Star)

"For readers who struggle to isolate iconic -- or 'ikonic,' as the authors prefer -- brands beyond the ubiquitous Tim Hortons and the once-ubiquitous Hudson's Bay, this may seem a comic prophesy. But co-author Jeannette Hanna, vice-president, brand strategy at the corporate branding and design shop Cundari SFP, argues that the mistake Canadians make is in undervaluing our chameleon nature. 'The way we compete is to be invisible, to blend in like wallpaper,' Ms. Hanna says. 'That is a great asset because people see you then as one of their own.'" (Globe & Mail)

"In Ikonica, intrepid brand strategists Jeannette Hanna and Alan Middleton take a stylish, comprehensive look at Canada's brand heritage. This one-part investigation, one-part hurray, is conducted in a familiar Canadian style, combining clean, earnest fun with plain facts, strong metaphors of journey and discovery, and a subtle hint of quiet desperation." (Vancouver Review)

"The book is a treasure trove of all things Canadian, business-wise...This is a great resource book, which allows us to brag about a lot of products and services, uniquely and distinctly Canadian." (Shelf Life)