Old Rivalries Move North

Exploit brand differentiation where you can find it, marketing gurus advise. As Canada's long-distance telephone market exploded on July 1 into frenzied competition for customers, more than 200 companies began clamoring for slices of the $5.5 billion market. Most of them offered big discounts off the rates charged by Bell Canada, the nation's Ma Bell. TelRoute Communications Inc., based in Toronto, went one better. Its ads feature a beaver wearing a Mountie's hat and saluting the Canadian flag. The message: TelRoute is "100% Canadian owned."

To continue reading this article you must be a Bloomberg Professional Service Subscriber.