Business And Leadership, Ireland's Business News Service
Dublin: 03.09.2010 10:33 AM
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Great Irish Brands

The second volume of Great Irish Brands magazine supplement, commissioned by the Irish Independent in November 2008.

1 of 23

Message from The Marketing Institute of Ireland

Introductory message from Tom Trainor, CEO of Marketing Institute of Ireland, on the importance of brands in all aspects of business, not just marketing.
photo of Message from The Marketing Institute of Ireland

Brands are at the heart of marketing. They are what marketers seek to create and strengthen. Brands attract customers, and retain them over time. They are the source of corporate value.

Not solely the preserve of large companies, brands are what make you stand out, be different, or be special. Every business, whatever its size, has a brand identity whether they know it or not. This identity is embodied in a company's name, logo, and communications; in its products and their attributes; and in its employees, including their expertise and behaviour.

Brands are made up of the aggregation of communications and experiences that creates the customer's knowledge of you. Brands live in the heads and hearts of customers. The stewards of great brands discover their essence and allow this to guide major decision-making.

Customers choose brands based on reputation, past experience and recommendations from others. This latter factor is fast-growing to be the dominant influence on the performance of brands. Brand power has passed over to the customer more than ever before.

For the marketer, branding is a means of enhancing the proposition to better suit the customer and to create space between competing offerings. The reward is an escape away from having to compete only on price, and can lead to long-term sustainable advantage, plus a stronger return on investment.

Great brands are not created overnight, but are built up over time by long-term investment in the brand experience. Successful branding requires insights, a marketing-led structure to ensure delivery and an obsessive attention to detail. These fundamentals are the hallmarks of the great Irish brand builders. They know their customers and how to communicate with them, as well as delivering consistently on their brand's promise.

Especially important for an island nation, successful Irish brands should be a source of national pride, for they are a testament of our ability to compete in an increasingly globalised game.

 

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