Adweek reports that celebrities are making Canada Goose “the hottest cold-weather coat in the world.” Citing appearances by Emma Stone, Daniel Craig, Bradley Cooper, Sarah Silverman and–importantly, a scantily-clad Kate Upton–the article argues that the brand, long respective for its functionality, has a new-found cool factor.*
“The fact that the coat is quintessentially Canadian—made in Canada by people who understand a thing or two about freezing temperatures—helps explain its mythic status. At a time when every apparel brand on the market claims to be genuine and authentic, Canada Goose really is.”
What do you think: Does Canada Goose’s rising popularity change its brand meaning for Canadians? Does overexposure dilute the brand?
*Get it? Cool?
campaignforrealbranding 
Personally, I don’t believe that the growth in popularity will change its brand meaning. Canadians are a proud people. We love the products that are “Made in Canada.” So we have always had this attachment to the brand. When you walk around the campus in the dead of winter, it is not uncommon to spot several Canada Goose Jackets. If anything, the brand meaning may be enhanced in that it moves towards those globally recognized Canadian brands such as Tim Hortons. The other thing to consider is the practicality of Canadians. When it comes to the Cold, we will often do whatever it takes to keep warm. Therefore, we will continue to use the brand as it is still one of the best coats for keeping you warm in the middle of a Canadian Winter. The benefit here is that now it won’t only be worn for is practicality, but also its popularity and reputation.