Branding in the Ballot Box and the Archetypes of Party Leaders in the Canadian Election

What a common technique in branding research tells us about how Canadians feel about Mark Carney and Pierre Poilievre

In our most recent national survey at Abacus Data, we tried something a little different. Along with asking the usual battery of leadership approval questions or trust attributes, we posed a more creative, open-ended prompt to Canadians that we use often when we do branding research. We asked:

“Imagine these people were characters in a movie. What charac…