“Gair is an inspiring figure. He makes you want to get up and achieve something. As good a speaker as I've ever heard.”

-Gene Simmons, Kiss

“Gair Maxwell is a brand historian like no other. He digs deep, goes under the hood, finds out what makes brands tick and shares insights any business can use to create their own legendary brand.”

-Clay Hebert

“Our business is exploding in the poorest province with Canada's worst economy. You did something right!” 

-Jim Gilbert

“Gair Maxwell’s Branding Highway Bootcamp is engaging, enlightening and, most importantly, effective! His impact on the city of Moose Jaw’s rebranding project can’t be overstated – in fact, it was “notoriously” significant!”

-Craig Hemmingway

"Thanks so much for you help through this process. Our session with you yesterday was another good one! We had a team event at lunch today, and I shared the Character Diamond and our “personality traits” with the team. I LOVE “Cowboy Grit” as our fourth / wild card characteristic."

-Lucas Griffin
“Just wanted to thank you for an amazing day. Everyone has great things to say and you've inspired them with ideas.” 

-Pascal St-Jean

Additional Testimonials...

"I was fortunate enough to be given a unique opportunity to engage Gair in a specially designed program he put together just for small businesses. What ensued was a personal journey, in which I rediscovered what I was about, my deepest fears, my talents, and what the true story was as to why I was even in business. This was something that I was able to take selected people from my organization on with me. What we produced is called "The Edge of Liberty". It changed how I feel when I sit in my job now as CEO. Gair calls it "Stepping Into Your Brand." It's so cool. You've got to try this."

-David Long

"Just wanted to thank you for your work.  As I said, most people in advertising are selling a colour of paint. This work really helps us to bring out from the inside who we are."

-Larry J. Rybka

"I am so appreciative of the time with you and Dana today. You gave the team so much to think about! Our junior team members were really enthusiastic about your ideas and perspective, as was our management team - John and Ruchi. Your stroke of genius to incorporate our manifesto into a Hamilton-estque moment was so accessible - and simply brilliant! In addition, your take of "just do it!" helped us find the balance we need."

-Lisa Dunbar

"Thank you so much for facilitating such a fabulous training session! We ended up with a small but mighty group, which made for so much more engagement. It was a great experience working with you; you were professional, knowledgeable and knew how to make an engaging presentation despite being virtual."

-Rachel Westman
"Our group members have been anxious to start meeting in person again, which was made even more special by the effort you made to be here to be part of that coming together. Without exception, the comments from our members have been extremely positive. Here are just a few:"

“I really got a lot of takeaways from today’s meeting. Gair was a really exciting speaker with tons of great takeaways.” 

“One of my favourite speakers so far. I think it’s really progressive thinking to try and get in front of the curve., Media is a great outlet.” 

“Tremendous!” 

“Great energy and thought-provoking content that is going to help with our client engagements. The story-telling ideas were really well done.” 

“This was a terrific session! I have at least 10 ideas that I need my marketing group to implement right away."

"Loved Gair’s presentation – the flow, the stories, the music and videos – it was spectacular!” 

"I send you a world of thanks."

-Shauna Eldred

“Gair Maxwell has inspired us to burn with ‘Northern Heat’. Marketing is no longer about the stuff you sell, but about the stories, you tell.”

-Bob Lennon

“We are definitely still seeing positive results. The fact that we had a solid narrative established before covid disrupted the world has certainly allowed us to pivot our communications to stay relevant while staying on brand. Our narrative gives us the foundation to humanize the firm and endear candidates to our culture before they even set foot inside our walls. I believe our brand messaging makes us more attractive to the talent pool than the average engineering firm.”

-Nathan Moore

Ever wonder why among 35,000 masterworks in the Louvre, just one comparatively unremarkable, 30-by-21-inch painting is perpetually surrounded by tourists, all jostling to take a selfie and share their experience? In Big Little Legends, you’ll discover timeless secrets such as the Mona Lisa Effect—an invisible force that flips the dynamics for certain brands, attracting the customer to them. Magically, they become irresistible.

But here’s the secret: it’s not magic. In a wild, rollicking journey through brands in many sectors, brand strategist and history maven Gair Maxwell explores real-life stories of otherwise ordinary, everyday leaders who accomplished extraordinary results—and reveals how they did it. You’ll learn how successful brands focus their marketing efforts on creating an organic pull instead of a manufactured push, ditching the frustration of pitching and advertising and ensconcing their brands as a “Category of One” for decades to come.

You’ll learn how to become a word-of-mouth juggernaut and make people become willing accomplices in marketing your brand. From a “Huggable” car dealership on Canada's east coast to slap-happy fishmongers in Seattle, an Ontario burger stand to a Vegas pawn shop and more, Big Little Legendsis jam-packed with reasons why every brand should discover, tell and believe in their own story.