Eircom and the fallacy of re-branding

And with one leap they were free”…….. well, not quite if you happen to be the former Eircom. Now glossily renamed eir and with an apparent €16 million re-branding budget to cast an advertising and promotional spell to make us forget the former brand, it’s a trick that only works if the gloss matches the…

Welcome Bernard Byrne, AIB’s new media star

As I’ve alluded to previously, there’s few good corporate interviewees in Ireland – especially on radio and particularly when it comes to the heads of major businesses. Over trained and tightly scripted they present a bland version of themselves that’s characterless and inoffensive. The emphasis seems “get this over quick and don’t screw up”: it…