PARTNER PROFILE — DEMA
SONYA BACON
SONYA BACON
SONYA BACON
Brand Strategist, Partner at DEMA
Brand Strategist, Partner at DEMA
Brand Strategist, Partner at DEMA
More than 25 years helping organizations better understand who they are, where they want to go and how to communicate it.
More than 25 years helping organizations better understand who they are, where they want to go and how to communicate it.
More than 25 years helping organizations better understand who they are, where they want to go and how to communicate it.
Sonya Bacon is a brand strategist, marketing consultant and Partner at DEMA – Strategy Studio. For more than 25 years, she has worked with companies, organizations and leadership teams on brand positioning, brand strategy, brand architecture, transformation and communications. Throughout her career, she has worked at some of Quebec and Canada’s leading agencies, including Cossette, Sid Lee, TAXI, Bleublancrouge and Publicis, before moving into senior leadership roles in strategy and consulting. Today, she works with organizations looking to step back, clarify their positioning and make better, more informed brand decisions.
Sonya Bacon is a brand strategist, marketing consultant and Partner at DEMA – Strategy Studio. For more than 25 years, she has worked with companies, organizations and leadership teams on brand positioning, brand strategy, brand architecture, transformation and communications. Throughout her career, she has worked at some of Quebec and Canada’s leading agencies, including Cossette, Sid Lee, TAXI, Bleublancrouge and Publicis, before moving into senior leadership roles in strategy and consulting. Today, she works with organizations looking to step back, clarify their positioning and make better, more informed brand decisions.
CLARITY FIRST.
CLARITY FIRST.
CLARITY FIRST.
For Sonya, a strong brand doesn’t start with a logo or a campaign. It starts with a much more fundamental question: What needs to be clear for everything else to become simpler? Her work is about creating that clarity: understanding perceptions, identifying tensions, defining what truly sets an organization apart, and turning those insights into a strategic direction that can guide both business decisions and communications.
For Sonya, a strong brand doesn’t start with a logo or a campaign. It starts with a much more fundamental question: What needs to be clear for everything else to become simpler? Her work is about creating that clarity: understanding perceptions, identifying tensions, defining what truly sets an organization apart, and turning those insights into a strategic direction that can guide both business decisions and communications.
HER AREAS OF EXPERTISE INCLUDE:
HER AREAS OF EXPERTISE INCLUDE:
Brand strategy and positioning · Brand and communications audits · Brand image and reputation · Value proposition · Brand architecture and portfolio strategy · Mission, vision, ambition and brand platforms · Marketing strategy · Organizational and brand transformation · Consumer behaviour and insights · Strategic counsel for leadership teams.
Brand strategy and positioning · Brand and communications audits · Brand image and reputation · Value proposition · Brand architecture and portfolio strategy · Mission, vision, ambition and brand platforms · Marketing strategy · Organizational and brand transformation · Consumer behaviour and insights · Strategic counsel for leadership teams.
Brand strategy and positioning · Brand and communications audits · Brand image and reputation · Value proposition · Brand architecture and portfolio strategy · Mission, vision, ambition and brand platforms · Marketing strategy · Organizational and brand transformation · Consumer behaviour and insights · Strategic counsel for leadership teams.
Throughout her career, Sonya has advised organizations of all sizes and across a wide range of industries, in both B2C and B2B environments. This experience allows her to approach brand challenges with a strong understanding of business imperatives, organizational realities and communications challenges. She has held senior strategy and consulting roles within agencies and today works as a Partner and Strategist at DEMA. DEMA works with organizations when the problem isn’t a lack of ideas, but a lack of clarity.
Throughout her career, Sonya has advised organizations of all sizes and across a wide range of industries, in both B2C and B2B environments. This experience allows her to approach brand challenges with a strong understanding of business imperatives, organizational realities and communications challenges. She has held senior strategy and consulting roles within agencies and today works as a Partner and Strategist at DEMA. DEMA works with organizations when the problem isn’t a lack of ideas, but a lack of clarity.
Alongside her consulting practice, Sonya teaches marketing, strategy and communications analysis at the university level. She is a lecturer at Université de Sherbrooke. Teaching is an important part of her practice: bringing strategic frameworks face-to-face with real business challenges, developing strategic judgement, and learning to ask the right questions before looking for answers.
Alongside her consulting practice, Sonya teaches marketing, strategy and communications analysis at the university level. She is a lecturer at Université de Sherbrooke. Teaching is an important part of her practice: bringing strategic frameworks face-to-face with real business challenges, developing strategic judgement, and learning to ask the right questions before looking for answers.
Sonya regularly appears in Quebec media as an expert in marketing, brand strategy and branding. She provides commentary and analysis on brands and current brand issues; marketing and advertising strategies; consumer trends; influencer marketing and social media; rebranding and brand identity; reputation and brand crises; consumer behaviour; and the changing marketing landscape. Her media commentary brings a strategic and accessible perspective to the trends, decisions and cultural shifts shaping brands and their relationships with consumers.
Sonya regularly appears in Quebec media as an expert in marketing, brand strategy and branding. She provides commentary and analysis on brands and current brand issues; marketing and advertising strategies; consumer trends; influencer marketing and social media; rebranding and brand identity; reputation and brand crises; consumer behaviour; and the changing marketing landscape. Her media commentary brings a strategic and accessible perspective to the trends, decisions and cultural shifts shaping brands and their relationships with consumers.
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MEET THE OTHER HALF
MEET THE OTHER HALF
DISCOVER JEAN’S POINT OF VIEW.
DISCOVER JEAN’S POINT OF VIEW.
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