First on the scene; Gone are the days when an oversized cheque and a handshake were all brands had to offer in the wake of a community crisis. As examples from Canadian Tire and Telus reveal, savvy brands are learning how to dig deep, mobilize quickly and get to know their communities - all while staying true to their corporate identities

[...]the morning of the fire, Saturday, March 17, he received calls from numerous members of the Canadian Tire team suggesting the brand take action.