Customer Reviews

Tales from Under the Rim: The Marketing of Tim Hortons

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A better title might have been: A History of Tim Hortons from the Head of Marketing. Not as snazzy but it gives a truer meaning to what the book is about. Ron Buist in the first half gives you the beginnings of Tim Hortons and how it was the hard work and dedication of the founders and the franchisees who created the brand "Tim Hortons". Taking an idea that differentiates you from the rest, listening to your customers and workers, giving people more than they expect these are all the underlying ideas that pepper the first half of the book. Nothing too revolutionary or an example of marketing genius at work. The second half are a few memoirs or recollections of a couple of the "True Life" television commercials and the "Roll Up to Win" campaign. And also the Tim Hortons Foundation is thrown in afterwards.

All in all the book is the recollections of Ron Buist as the marketing director at Tim Hortons for over 25 years. When you look at the book and after you've read it that would seem obvious as to what it would be but its not quite sold that way, at least to me. I would have also liked to hear some insights given into what made the marketing work. How has the marketing and what marketing in particular has helped make Tim Hortons a Canadian staple. There wasn't a lot of that in here. Sort of like rolling up the rim of your coffee cup and seeing you won a timbit; it's something but not what you were really hoping for. Overall I give it a B- on the StuPage. Okay style but lacks a bit in substance.