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18. Bank of Montreal
Last year’s ranking: New for 2017!
When BMO polled Canadians on how they felt about the brand in 2014, many were indifferent. The name and logo evoked little sentiment and the brand's most identifiable qualities were "big” and “blue." The bank was certainly growing financially, but struggling to connect with new customers. Two years later, the company has overhauled its marketing, infusing it with "human touch." Take, for example, their 2015 transit campaign that featured mirrored posters, letting customers see themselves in the ads that asked questions ranging from "how are my RRSPs?" to "how's my hair?" It's that dedication to understanding their market, identifying their weaknesses, and adapting quickly that makes Bank of Montreal one of Canada’s best brands.