Brewing An Idea Of Canada That No Longer Exists Summary

In Tom Jokinen’s article, "Tim Hortons Is Brewing an Idea of Canada That No Longer Exists," he calls into question the marketing strategies of Tim Hortons, noting their shift from the hard sell to “coaxing us into fuzzy feelings” and portraying Canada as the “cold country with a heart.” Jokinen cautions against the simplistic or idealized view of Canadian identity perpetuated by these marketing strategies. He argues that while the brand presents itself as emblematic of Canadian values and traditions, it actually fosters a misunderstanding or “cultural confusion” about what Canadian identity truly entails. Jokinen writes with urgency because he sees this idealized portrayal as a hindrance to recognizing and engaging with the real, multifaceted nature of Canada’s current social and cultural landscape. At a time when understanding national identity

This reductionist view, Jokinen warns, can hinder genuine understanding and reflection on what it truly means to be Canadian. Jokinen’s critique of Tim Hortons’ marketing strategies begins with a sharp contrast between the traditional hard sell and the modern approach of trying to evoke feelings of “ love, pride, nostalgia”. He emphasizes this shift, suggesting that it signifies more than just a change in marketing tactics, but reflects a deeper transformation in the brand’s portrayal of Canadian identity. For instance, when Jokinen notes how Tim Hortons portrays Canada as the “cold country with a heart,” he highlights a deliberate attempt to evoke emotional connections rather than simply promote products. This contrast between the old and new marketing methods sets the stage for Jokinen's argument about the evolving representation of Canadian identity. Another key aspect that Jokinen explores is the repetition of certain phrases and ideas throughout the