The Persuaders
Host Alex Gibson dedicates this edition of The Persuaders to a discussion with Gerard on the challenges facing SMEs in
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Brand Commentary
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.
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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.
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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.
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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
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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
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Like A Virgin, Sold For (Almost) The Very First Time
Ever feel like you’ve just been bought and sold?
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Islandbridge Kingfisher Game Of The Name
Hey, did you see that? A flash of brilliance. Our lockdown walks along the river Dodder have been enlivened
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Brandwidth 2020 – The Year In Review
Although 2020 will be forever branded indelibly in our minds as the year of Covid-19, hindsight may find it more remarkable as the year the science fought back.
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Barry’s And Lyons Deliver A Masterclass In Branding
Gerard Tannam, in his Guest Blog on Bizplus, November 18th 2019, wrote: Great brands like Barry’s Tea and Lyons Tea
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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.
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Brexit: How To Remain Standing When Two Giants Collide
Whilst a referendum offers the advantage of a clear-cut decision, it’s a crude instrument to use when dealing with the nuances of relationships, whether between countries or people
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All Has Changed (But Not Utterly)
How The Future Of Marketing Looks Just Like The Past
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Debased Metal: Restoring The Currency Of The Olympic Brand
It’s hardly news that the Olympic movement returned from Rio with its precious brand badly tarnished, causing many to question its value to the world
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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
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Articles – Brand Commentary
Useful articles about brands and the world they live in.
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2015: The Brand Year In Review
With 2015 a year when the Oxford Dictionaries’ Word Of The Year is a pictograph (the ‘tears of joy’ emoji), it’s unsurprising that it was also a year when the idea of a brand took some surprising turns
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A Meeting Of Minds
As we know from experience, nothing changes if nothing changes
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Does This Name Ring A Bell?
Launch of a New Irish Hotel Brand – Maldron Hotels
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A Knight In Branding Armour
This, mark you, is a true story
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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
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When Words Fail Us
In business, our words are often the first thing our customer sees and hears from us
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Brandwidth 2007 – The Year In Review
It seems 2007 was the year which brought everyone to their feet
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Let The Mystery Be
The typical customer shuns complexity and unnecessary detail. He doesn’t have time for it
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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
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When Great Brands Come In Small Packages
There are a number of brands that celebrate the individual whilst delivering success to their owners
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Brandwidth 2006 – The Year In Review
A brand called ‘you’?
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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
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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
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Guests Of The Nation
Stories of the hospitality industry that is occasionally in two minds as to how it should treat its guests.
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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.
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That Certain Something
Graduating into leading hoteliers, tourism chiefs and venue managers across the world
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Brandwidth 2005 – The Year In Review
I shop therefore I am?
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Adding To The Mix
So how do we find another way to breathe life into our business and safeguard its future?
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Jacob Fruitfield – Cool, Clean (and Local) Hero
Size matters. Or, at least, that is what the big players like to think.
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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
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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.
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MCANAX Equipment – Putting The Brand To Work
You would think the choice a simple one
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Everyone Can Play
Using storytelling to stand out in the marketplace and stand up to the competition
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Inside Business – I’d Rather Go Blind
A Story Of Vision & Courage
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All Fired Up: David McKernan and Java Republic
The story of man is as much the story of fire as it is anything else
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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
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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
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Building A Great Brand For Your Business
To Brand Or Not To Brand? That is the question
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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
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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
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The Road To Success
Enjoy a thrilling ride during these early months; the first leg of your journey
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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
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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.
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The Brand In Action
Let’s take a look at what happens when theory is put into practise.
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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
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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.
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Keeping The Faith
The Road To The Promised Land of Brand Greatness
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