"steady growth and expansion."
The company started out with a focused business objective: to provide marketing strategy, brand development and business development
planning to companies that had specific characteristics: an export orientation, emerging technologies, small to mid-sized companies
(or larger companies that were experiencing expansion and/or significant change), and that had small or limited marketing or business
development staff resources.
This focus grew out of the five years Alidade founder and president, Kim MacDonald-Vibert spent at InNOVAcorp, a provincial Crown corporation. During that time, InNOVAcorp was focusing on providing funding, incubation and mentoring to life science and technology-driven companies. Kim had just completed her MBA, and focused study around organizations during significant change. What she recognized in working with new and smaller emerging companies was a skills gap in marketing and business development. She saw the difficulty entrepreneurs were having accessing the skills they needed. Alidade Marketing continues to work with these kinds of organizations, but has expanded beyond that sector and adding additional creative and strategic service alliances and partnerships.
The meaning behind our company name -- why an Alidade?