Tag David Grey

Finding Meaning Naturally : An Interview with Jeannette Hanna

Jeannette Hanna is one of the brightest brand strategists I have known in my professional career. We first met when I interviewed for a position at Spencer, Francey, Peters in Toronto. My impression of the company was a smart, laser-focused company integrating organizational design, brand strategy and identity systems. Jeannette had a lot to do with this impression presents herself as thoughtful, infusing intelligence into conversations about the purpose and focus of branded systems. She is also an American that has become a cross-cultural translator between two countries that often are seen as the same (Canada and the United States).

Since the first time we met, Jeannette is now part of Trajectory, a brand consultancy that continues to create sustainable brands in a world of commoditization. Strong intellectual scaffolding around purpose, goals, and actions is what Jeannette thinks and consults about. These efforts led her to co-author Ikonica, A Field Guide to Canada’s Brandscape, the first systematic look Canadian brands and their cultural distinctions. Hanna’s thesis in the book – that culture, commerce and community mores are highly inter-dependent – transcends the Canadian context.