Anatomy Of A Brand: Tim Horton's Power Play

Tim Hortons may be a fast-food institution in Canada, but the brains behind the brand have realized the company's history north of the border has no impact on its ability to expand to the south.

Named after its founder, Tim Horton, a legendary hockey player for the Toronto Maple Leafs, there is little question that, with more than 2,500 coffee shops across Canada, Tim Hortons has become part of the country's retail and social fabric during its 41 years of operation. (The vast majority of its growth has taken place after Horton himself was killed in a car accident in 1974.)

Non-believers need only pull out a recent copy of the Canadian Oxford Dictionary to find "double double" (the Tim Hortons phrase for coffee with two creams and two sugars) has been added because the term has permeated the lexicon from coast to coast.

Or watch the company's advertisements, which are based on real letters from actual customers, one of which depicts a Canadian making his way across Europe having his nationality recognized not because of the Maple Leaf on his backpack but because of the Tim Hortons travel mug dangling from one of its straps.

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Source - BusinessWeek


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