Thomas Pigeon, Canada Brand Building Legend, Shares Insights from His Storied Career

Sitting down with Thomas Pigeon, Canada brand building legend and marketing icon, is like stepping into the pages of a dynamic business novel. His journey, from founding Pigeon Brands 46 years ago to transforming it into one of Canada’s most prestigious and award-winning branding firms, is nothing short of inspiring.

During our interview, Pigeon shared insights into his background, the life lessons that shaped his career, and unwavering commitment to innovation.

“When I founded Pigeon Brands, I quickly embraced a renegade spirit,” Pigeon recalls. “We didn’t just compete with local firms; we had to be exponentially better… and we were.”

This relentless pursuit of excellence propelled Pigeon Brands to global recognition, contributing to the growth and success of over 2,000 brands across five continents.

In December 2023, he sold the company and set his sights on new beginnings as a marketing, brand, and business consultant in North America and Europe.

Transitioning from a successful company to a fresh entrepreneurial venture, Thomas Pigeon remains a highly sought-after leader and speaker. His new consulting firm, Warbird Inc. leverages his extensive experience to provide strategic guidance to companies, helping them navigate complex branding challenges, develop compelling marketing strategies, and unlock their full potential.

Pigeon’s hands-on approach and deep industry insights make him an invaluable asset to any organization looking to elevate its brand presence. Warbird Inc. specializes in crafting unique brand identities, optimizing brand performance, and fostering innovation.

Reflecting on his journey, Pigeon notes, “Life is an exciting journey. I like getting off the beaten path and carving my own trail. Italy is in my heart and soul and will surely be part of the journey. New mandates, travel, writing, and business adventures will continue to fuel my spirit. I’ll let the winds of time decide!”

Thomas Pigeon recently took some time to share his business philosophy and more about his life.

Who or what inspired you to pursue a career in your chosen field?

Necessity. I had no education and no backup position. I left high school with a 51 average. I was not an academic and found myself working in features syndication for the Montreal Star. I moved from there to being a photo editor of a leading tabloid, then to a printing firm, and onto an advertising agency where I developed an interest in the ad world. Ultimately, I moved onto Criterion Art in 1977, bought the place, and built it into Canada’s preeminent package design and branding company.

Can you share a defining moment that shaped your career?

The realization that life had one direction: forward. Anything is possible if you put your mind to it.

How would you describe your personal and professional values?

Respect and integrity are at the top of the list. Hard work trumps luck every time.

What advice would you give your younger self?

Avoid shiny objects and focus on the long-term plan. Rome wasn’t built in a day. Save for tomorrow.

What personal or professional achievements are you most proud of?

Being the first non-American to be elected to the NYC-based Package Design Council International. Building Canada’s premier package design and branding consultancy.

How do you manage stress and maintain a healthy work-life balance to ensure overall well-being?

I go to the gym and take 10,000 km+ daily walks. Family is everything.

How do you define success?

Respect, first and foremost. Peer and superior acknowledgment that you are at the top of your discipline. Having joy in your life, being passionate, believing in yourself, focusing on the positive, not being distracted by the negative, working hard, and believing in what you do. The money will come.

Who is the one entrepreneur or business leader you consider your greatest example and inspiration? Why?

Elon Musk and Arnold Schwarzenegger are powerful icons who buck convention, overcome seemingly impossible life hurdles, and carve out their own paths in life.

Please tell us an inspirational, uplifting story about a time you helped change someone’s life, or someone helped change your life and made a difference.

I am proud to have helped dozens of families put their children through university, pay for their mortgages, and support their families over my 46 years as head of Pigeon Brand. Philanthropy has always been in my soul when it comes to helping others.

Secondly, on Friday the 13th, 1991, I was involved in a plane crash in the wilderness of northern Canada. My partner died in the crash. Somehow, I survived. God stepped in and made it clear it was not my time. I had a greater mission. Without his intervention, I’d be dead. My life changed on the spot, highlighting the importance of family, the need to build a true management team, and empowering people to run the business if I were not there.

What was the single biggest challenge you faced when leading Pigeon?

Believing in myself. When I moved to Toronto from Montreal, it was quickly apparent the game had changed. We were the big guys on the block in Montreal, but upon arrival in Toronto in 1991, it was immediately clear we were at the bottom of the pile. I decided to invite the heads of every major branding firm to our office on King Street East. Surprisingly, everyone showed up. They were curious to see what this kid from Montreal had to say. I advocated to the group to stop this nonsense of ‘speculative design’ (no fee pitch work). Everyone, with a glass of wine in their hands, nodded and said, of course, we’ll stand together. But one by one, they all broke rank. Of those twenty firms, only two are standing today—Pigeon is one of them.

Thomas Pigeon Continues to Lead and Inspire in the Branding World

As our interview ends, Thomas Pigeon’s reflections on his remarkable journey and unwavering dedication to excellence leave a lasting impression. From founding Pigeon Brands and transforming it into a global powerhouse to mentoring the next generation of brand builders, his story is one of resilience, creativity, and relentless pursuit of innovation.