Articles – Published Articles
Useful articles about brands and the world they live in.
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A Legacy: Building A Bridge of Lives - Building bridges, that is establishing true connections between two people can result in life-changing consequences.
Branding for SMEs – A Guide - A strong brand is good for business. Branding for SMEs - A Guide serves as a real bridge to practical action, and is packed with insights, tools and techniques to help small and medium enterprises to build robust brand infrastructures.
A Reality Check: Bridging the Gap Between Perception & Truth - A reality check serves as a powerful tool for navigating the complex terrain where perception and truth intersect.
Brand-building for Competitive Advantage - A strong brand is especially important for small businesses, which are unlikely to have the spending power or marketing resources available to larger competitors. The smaller business can play to the strengths of its brand relationship with its customers to distinguish it from other businesses in the marketplace, and so level the playing field. 
How to make business a handshake rather than an arm wrestle - Too often, as a business grows the customer gets left behind. When a brand is understood to reflect the relationship between the buyer and the seller, then a thoughtful, fair, and fruitful exchange is much more likely to be the result, which makes for better business all-round.
How To Play Follow-The-Leader (Without Being Led Astray) - In 2021, leadership is often confused with prominence or notoriety. Yet, each of us is tasked with leadership, whether we like it or not, and must carefully decide our course of action before inviting others to join us or choosing who to follow.
Make Your Brand The Bridge To Recovery - A brand helps an individual make an informed decision about the purchase they're looking to make. View your brand through this prism as we enter this recovery period, says Gerard Tannam
Take On A Hard Thought Battle To Stand Out From Your Rivals - Sharing knowledge and expertise is a cost-effective way of establishing your company as a leader in its field, finds Sandra O'Connell in the Sunday Times of September 26th, 2021
Home Is Where The Heart (of Society 3.0) Is - In 2020, to be social is to potentially put yourself and others in your social circles in harm’s way, so how do we rethink and reconfigure our society for both the individual and the common good?
Why Community Mustn’t Mean Market - Islandbridge CEO Gerard Tannam’s submission to the Annual Unconference CongRegation.ie 2019, for presentation on 23rd November in Cong, Co. Galway.
Win At The Company Name Game - Rebranding can get you noticed and help you to expand. Sandra O'Connell finds out how to go about changing firm's identity.
Why Marketing Matters - Marketing Matters, is a new series from The Marketing Institute of Ireland, featuring perspectives from the most senior and accomplished marketers in Ireland.
In this issue, Gerard Tannam of Islandbridge Brand Development discusses his career, the challenges facing marketers today, his advice on how to be a great marketer and his favourite marketing campaign of all time.
Bridge That Gap - 6 Tips On How To Build A Brand That Connects With Customers
Faster, Higher, Stronger…Cheater? - All over the world this morning, young athletes are shaking themselves awake and taking to the track, the pool and the gym to complete yet another round
Me And My Big Mouth - Six Ways To Lose Friends & Alienate People Online
You’ve Got To Have Heart - You've got to have heart. Otherwise, even the most inviting stores can become unwelcoming places for your customer
Whistle A Happy Tune - In times of uncertainty, it's more important than ever that we open our door wide and make our customers welcome to do business with us
Hitting The Target - In times of uncertainty, it’s more important than ever that we open our door wide and make our customers welcome
Purpose – Built for Success - The best taglines capture something of what's on offer to the customer in a catchy and memorable way and can help bring a brand to life
Time To Take A Stand - It stands to good sense then that the first decision of the business-owner should be made around position and stance
When Words Fail Us - In business, our words are often the first thing our customer sees and hears from us
Brandwidth 2007 – The Year In Review - It seems 2007 was the year which brought everyone to their feet
Let The Mystery Be - The typical customer shuns complexity and unnecessary detail. He doesn't have time for it
The Leading Role - In a real world, the business-owner has many customers, each wanting to be king and each vying for attention
Finders Keepers - If a customer relationship marketing approach is to truly succeed, it must go to the very heart of the brand relationship and play to its strengths
Branding To The Power Of Three - Brand-owners are urged to build awareness by stepping out from the crowd and offering something startling and rare
When Great Brands Come In Small Packages - There are a number of brands that celebrate the individual whilst delivering success to their owners
Brandwidth 2006 – The Year In Review - A brand called 'you'?- Irish Entrepreneur Magazine – A Brand New Start - Entrepreneurs can come in all shapes and sizes, but we typically have one thing in common: an eagerness that's difficult to resist
All The Riches In The Night - The challenge for the host is to rediscover a language of hospitality and to ensure that is spoken throughout the business
IFSC: International Market Leader or No-Man’s Brand? - For almost twenty years, Dublin's International Financial Services Centre has been at the heart of the Celtic Tiger revival
Guests Of The Nation - Stories of the hospitality industry that is occasionally in two minds as to how it should treat its guests.
By Accident Or Design? - The Role Of The Brand In Your Business Success
Filling The Space - An approach, which invites us to enter a world of make-believe, has the effect of somehow making the world in we operate more real
Empty Space - The space that lies between a business and its customers and of the importance of stepping in there and taking charge
Don’t Stop Me Now! (I’m Having Such A Good Time…) - The team at Quality Hotels Ireland decided to set their course to shoot beyond the stars.
Business & Finance – Branding Your Start-Up - In the absence of a brand, the new business lacks purpose and direction
Seven Steps To Brand Success - Let's be clear from the outset. The road to brand success is not easy
That Certain Something - Graduating into leading hoteliers, tourism chiefs and venue managers across the world- Brandwidth 2005 – The Year In Review - I shop therefore I am?
Adding To The Mix - So how do we find another way to breathe life into our business and safeguard its future?
Jacob Fruitfield – Cool, Clean (and Local) Hero - Size matters. Or, at least, that is what the big players like to think.- Something Smells Good In The Kitchen - PR is defined as the planned and sustained effort to establish and maintain goodwill between an organisation and its public
- The Magic Ingredient - Taking charge of your brand destiny and building a business that stands on its own two feet and really makes a difference.
MCANAX Equipment – Putting The Brand To Work - You would think the choice a simple one- Everyone Can Play - Using storytelling to stand out in the marketplace and stand up to the competition
- Inside Business – I’d Rather Go Blind - A Story Of Vision & Courage
All Fired Up: David McKernan and Java Republic - The story of man is as much the story of fire as it is anything else- The Perfect Match - If we find the part that our business can play for our customers we can deliver our service or product in a way that offers true competitive advantage
Genuine Affection - A writer in 'Fast Company' magazine recently suggested that companies that prosper over the long term don't just offer good deals - they exude genuine affection for their customers- Building A Great Brand For Your Business - To Brand Or Not To Brand? That is the question
- Bringing It All Back Home - Every great business has a great story to tell. The task of every business owner is to find a compelling story and tell it
- Brandwidth 2004 – The Year In Review - The brand is dead! Long live the brand! Some would have it otherwise but last year was one where the brand played on
- The Road To Success - Enjoy a thrilling ride during these early months; the first leg of your journey
- Tell Me A Story - The success of every type of communication we create in business comes down to our ability to tell a good story
- Telling The Brand Story - When we tell our own business story, we have the opportunity to draw our customer audience in on our side
- The Brand As Story - If we can weave our own business experience into a compelling narrative, we stand a much greater chance of engaging with the customer.
- The Brand In Action - Let's take a look at what happens when theory is put into practise.
- Writing the Recipe for Brand Success - In writing the recipe for our brand we are seeking to build as much certainty and consistency as possible into our processes.
- Choosing Ingredients for your Brand - We must resist the temptation to simply lump everything together into the pot, stir it up and hope for the best
How To Raise & Keep A Brand - The challenge in raising a brand is to describe what sort of people we are, how we relate to others and how that makes us different.
Essential Ingredients for Successful Brand Building - How To Cook Up A Great Brand For Your Business- Keeping The Faith - The Road To The Promised Land of Brand Greatness
