You’re an expert in your field – there’s no denying that. It’s something you’ve trained hard to do, or something that you are passionate about. But how are you with people? And are you a good salesperson? These are some of the areas that can catch a lot of great...read more
As 2017 fast approaches many business owners, CEO’s and senior management are busy finalising plans to grow their businesses next year. Typically, these plans translate into outlining key performance indicators such as increasing revenues by x%, improving gross...read more
Branding a company is extremely challenging, but rebranding can be even more difficult. The risk with rebranding an already successful, global name is that it could backfire and harm the company, as well as waste a lot of money. However, when done well, rebranding has...read more
‘S’é oileán na mbotháin, na mbotháin’… You know where this is going, don’t you? You would have to have been living under a rock or overseas not to have heard Eir’s new adverts on television and radio – after all, at the launch of its rebrand a couple of months...read more
‘Just Do It’. It seems so obvious, simple and easy, but the truth is, a lot of time, energy, resources and money goes into creating a tagline so apt and perfect in the highly competitive world of branding. This successful slogan has stood the test of time, spanning...read more
One of the biggest changes in western society in recent years has been a move away from unhealthy food to nutritious, locally produced food. And with McDonald’s on the brink of closing hundreds of restaurants across the globe, where does that leave other well-known...read more
From one young man’s humble beginnings, selling his performance wear from the boot of his car to one of the fastest-growing high-tech brands in the world, Under Armour is a success story worth taking notice of. The technology behind the now diverse range of men’s,...read more
Rebranding is a risky business that can either make or break a brand. It has often brought a company back from the brink, but many other times, it has sent businesses to an early grave, eating up the last bit of budget that was there to salvage the brand. Rebranding...read more
Most people would look at BMW and think its reputation comes purely from the quality of the company’s automotive vehicles. Of course, we’re not trying to convince you that its success has nothing to do with its products. But it certainly can’t take all the credit,...read more
It’s common knowledge in the business and marketing world now that news, media and advertising is immediate. People look at their Facebook pages several times a day on their mobile devices, e-mails are sent directly to people’s smartphones, making them as immediate as...read more
You were probably told to never judge a book by its cover, but it’s the 21st century and society is more image conscious than ever before. No area of life has been left untouched by these appearance appraisals, the packaging industry in particular. Increasingly, over...read more
There are a number of branding lessons to learn from Star Wars, a story that has appealed to so many people from different walks of life over nearly four decades. It is a fantastic branding story of innovation, complexity and loyalty, and by embracing change, while...read more
Stop pushing products, start branding Are you just another commodity? Far too many companies are caught in commodity hell as they haven’t figured out why their customers should buy their product or service over the competitors. Sales personnel often struggle when...read more
There are few brand campaigns as original, successful and effective as the one that Apple launched in 1997, saving it from bankruptcy and turning it into the most valuable company in the world. ‘Think Different’ re-established Apple’s counter-culture image that it had...read more
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