Adventures in branding: Toronto Life Square in receivership

It must have seemed a great promotional idea at the time (and, who knows, perhaps it still does.) St. Joseph Media obtained the naming rights to the mall at the northeast corner of Yonge and Dundas in Toronto and dubbed it Toronto Life Square after its flagship magazine. (Observers noted at the time that the neon-draped office-commercial complex wasn't exactly a square and that the branding was a