Under the Influence with Terry O'Reilly – Episode: Brand Envy #Canada

Release Date: March 22, 2025

Introduction

In this episode of Under the Influence, host Terry O’Reilly delves into the vibrant landscape of Canadian brands, celebrating those that have not only thrived domestically but have also made significant inroads internationally. Through engaging storytelling and insightful analysis, Terry highlights the unique qualities that make these brands stand out in competitive markets.

Celebrating Canadian Excellence

Terry begins the episode by introducing the theme: honoring Canadian brands that have demonstrated exceptional uniqueness, resilience, and lasting impact. He emphasizes that these brands share a common trait—they have all "taken off" in their respective industries, growing beyond national borders to achieve global recognition.

1. Aldo Shoes: A Fast-Fashion Success Story

Terry O’Reilly discusses Aldo Shoes, highlighting its founder Albert Bensidoun’s journey and the brand’s rapid scalability.

• Origins and Vision: Aldo was founded in 1972 by Albert Bensidoun (referred to as Aldo), who initially had no intentions of entering the shoe industry despite his family’s background in footwear. A serendipitous trip to Montreal reignited his passion, leading him to establish Aldo Shoes after successfully selling 60 pairs of clogs designed for the French Canadian market within days.

• Fast Fashion Model: Aldo’s success is attributed to its ability to bring products to market swiftly. Unlike the typical 17-week turnaround in the fashion industry, Aldo achieves this in under 12 weeks. This agility allows the brand to respond rapidly to market trends, a strategy that set them apart from competitors.

• Innovative Marketing: Terry notes Aldo’s bold marketing tactics, such as investing in prominent billboards across major American cities and strategic product placements in Hollywood. This approach not only increased brand visibility but also established Aldo as a formidable player in the international market.

• Global Presence: Today, Aldo operates over 2,000 stores worldwide, employs 20,000 people, and serves over 2 million customers annually. The brand continues to aspire to become the largest footwear brand globally, positioning itself alongside giants like Adidas and Nike.

Notable Quote:

"Fast. Fashion sells fast. And there it was. The key to the success of Aldo Shoes. The retailer brings products to market lightning fast by boasting the quickest turnaround time in the biz." – [07:31]

2. Catelli: Honoring Heritage Through Pasta

Terry shifts focus to Catelli, a Canadian pasta brand with deep historical roots.

• Founding Story: Carlo Catelli, an Italian immigrant who arrived in Montreal in 1845, founded Canada’s first pasta plant on St. Paul Street in Old Montreal. His passion for honoring his Italian heritage led to the establishment of a successful pasta business that played a pivotal role in developing Montreal’s Little Italy.

• Product Line and Legacy: Over the decades, Catelli expanded its product lineup to include over 75 pasta varieties. Despite being acquired by a Spanish company, Catelli remains a symbol of Canadian success, maintaining its reputation for quality and authenticity.

• Cultural Impact: Terry highlights that Catelli not only provides a beloved staple in Canadian households but also represents the enduring legacy of immigrant entrepreneurship in shaping Canada’s culinary landscape.

3. Lee Valley Tools: Craftsmanship and Ethical Business Practices

Terry explores the story of Lee Valley Tools, a company that stands out in the competitive tool industry through its commitment to quality and ethical business practices.

• Humble Beginnings: Founded in 1978 by Leonard Lee, a native of Wadena, Saskatchewan, Lee Valley Tools started as a part-time mail-order business selling parts for cast iron barrel stoves. The business quickly grew, necessitating the transition to a full-time operation.

• Unique Market Positioning: Unlike many tool companies dominated by big-box retailers, Lee Valley carved out a niche by offering high-quality woodworking tools, gardening gadgets, and kitchen equipment. The company’s products often feature brutally honest descriptions, adding a touch of humor and authenticity that resonates with customers.

• Company Culture: Lee Valley Tools is renowned for its fair and transparent business practices. Founder Leonard Lee instituted a policy where no executive earns more than ten times the wage of the lowest-paid employee. Additionally, the company has never laid off a staff member, even during economic downturns. Employees enjoy a profit-sharing model, receiving 25% of pre-tax profits annually, fostering a strong sense of ownership and responsibility.

• Customer Empowerment: The company empowers its staff to make decisions independently, ensuring exceptional customer service without the need for managerial approval. This philosophy stems from Leonard Lee’s experience in government, where he observed the negative effects of high responsibility paired with low authority.

Notable Quote:

"What makes Lee Valley Tools so unique isn't their tool selection. It's their company culture." – [19:24]

4. Sabian Cymbals: From Meductic to the World Stage

Terry shares the fascinating evolution of Sabian Cymbals, a leading name in the music industry.

• Historical Roots: Sabian was founded by Bob Zildjian in 1981 in Meductic, New Brunswick. The Zildjian family has a long-standing heritage in cymbal manufacturing dating back to 1623, originally producing cymbals for the Ottoman army.

• Growth and Innovation: After a family split in the company, Bob Zildjian established Sabian Cymbals, naming the company by combining the first two letters of his children’s names: Sally, Billy, and Andy. Sabian quickly gained a reputation for producing high-quality cymbals used by renowned musicians like Phil Collins and Ringo Starr.

• Market Dominance: Today, Sabian holds 40% of the global cymbal market, with distribution in 120 countries. The company remains family-owned and is the largest employer in Meductic, showcasing its significant impact on both the local community and the global music industry.

Notable Quote:

"Sabian has become the symbol of symbol." – [21:08]

5. The Friendly Giant: A Television Pioneer

Terry concludes his brand admiration segment with a nostalgic look at The Friendly Giant, a beloved Canadian children’s television program.

• Creation and Concept: Created by Bob Humme, The Friendly Giant debuted on CBC in 1958. The show featured Rusty the rooster and Jerome the giraffe, voiced by Rod Cunnybear, who improvised the characters’ dialogues and interactions. The program was meticulously crafted to cater to young children, with each 15-minute episode filled with kindness, wonder, and educational content.

• Cultural Impact: Over 3,000 episodes were produced from 1958 to 1985, making The Friendly Giant a cornerstone of Canadian children’s programming. The show’s influence extended beyond entertainment, fostering a sense of trust and warmth among its young audience without resorting to commercialization.

• Legacy: Terry emphasizes the enduring legacy of The Friendly Giant, noting that even decades later, the show remains a cherished memory for many Canadians. The consistent quality and heartfelt approach of the program exemplify what it means to build a lasting and influential brand.

Notable Quote:

"The Friendly Giant checks all the boxes when it comes to a famous brand. It was original, it was consistent, it influenced millions of Canadian kids." – [21:08]

Conclusion: The Essence of Great Canadian Brands

Terry O’Reilly wraps up the episode by reflecting on the common threads that tie these diverse brands together:

• Resilience and Adaptability: Each brand has demonstrated the ability to adapt to changing markets and overcome challenges, whether through innovative business models, ethical practices, or strategic marketing.

• Cultural Authenticity: These brands maintain a strong connection to their Canadian roots, infusing their products and operations with a sense of local identity and pride.

• Commitment to Quality and Values: From Aldo’s fast fashion to Lee Valley’s ethical business practices and Sabian’s musical excellence, each brand prioritizes quality and steadfast values, earning the loyalty and admiration of consumers.

Terry concludes by celebrating these brands as shining examples of Canadian ingenuity and determination, embodying the spirit of the Great White North.

Final Thoughts:

"It takes pluck and luck to build a good brand. It takes fortitude and vision to build a great one. We certainly have our fair share of them. But what else do you expect from the Great White north when you're under the influence?" – [21:08]

Production Credits

Recorded at Pirate Toronto.

• Host: Terry O’Reilly
• Series Producer: Debbie O'Reilly
• Sound Engineers: Keith Ullman and Jeff Devine
• Themed By: Casey Pick, Jeremiah Pick, and James Ayton
• Research: Abby Forsythe

Stay Connected

Follow Under the Influence on Twitter and Instagram at @erryoinfluence for updates and behind-the-scenes content.

This episode of Under the Influence offers a heartfelt and comprehensive exploration of Canadian brands that have left an indelible mark both at home and abroad. Through Terry O’Reilly’s insightful storytelling, listeners gain a deeper appreciation for the dedication, innovation, and cultural pride that drive these brands to success.