Dr. Timothy Dewhirst, a marketing professor in the in the Gordon S. Lang School of Business and Economics, explored how the Canadian flag can be “reclaimed” through co-branding efforts in a Toronto Star opinion piece. 

Dewhirst said one way to “reclaim” the flag is by co-displaying the flag with a strong symbol “that complements and signal the values” of the other object. He provided the example of the Canadian embassy in Seoul, displaying a Canadian flag and pride flag next to each other on July 1.  

A senior research fellow in marketing and public policy in the Department of Marketing and Consumer Studies, Dewhirst’s expertise includes marketing and society and public policy, and brand strategy.