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Useful Articles
The Essence of the Brand
With branding rapidly advancing up the management agenda, Ciaran Brennan talks to
McConnells chairman, John Fanning, on its importance in an Irish context
Irish Director, Summer 2006
H A L L O W E D B E T H Y NAME
Rebranding an established corporate identity is a delicate, and very public, business. Mary
Lambkin and Laurent Muzellec advise to think before parting with the family silver
Irish Director, Winter 2006
Boardroom Material?
Marketing functions often reside deep within an organisation and at a distance from the boardroom. Mary Lambkin argues that marketing should be seen as an integral part of leading-edge corporate strategy
Irish Director, Spring 2007
Mind your Reputation
With a growing trend in the corporate sector to shed non-core tangible assets such as property, the value of corporate brand and reputation is all the more critical to the balance sheet, says Mary Lambkin
Irish Director, Summer 2007
Consuming Passion
There is a growing trend in the food industry to divest of lesser brands and focus energy on market-leading brands. Mary Lambkin looks at the motivation behind these moves and the results
Irish Director, Autumn 2007
Fueling Demand
Car ownership is rising rapidly, yet the number of petrol retailing outlets has halved. Mary
Lambkin and Edward Kavanagh look at the facts behind this seeming contradiction
Irish Director, Winter 2007
From control to credibility
The rise of online social networking and the blogosphere presents major challenges for
brand and reputation management. Ann O’Dea asked David Brain, president and CEO of
Edelman Europe, if this spells an opportunity for the PR industry
Marketing Age, Spring 2007
The search is on
It’s the fastest growing advertising medium, yet few people understand how it really works. Gordon Smith reports from Search Marketing World 2007 on how search engines can hold the key to brand building and generating revenue
Marketing Age, Summer 2007
One to Many
Blogging and podcasting are becoming increasingly important promotional tools. Annmarie Hanlon shows how they’re done
Marketing Age, Autumn 2007
Hollywood – but not as we know it
At November’s Digital Hollywood event in California, video on demand was one of the hot
topics, along with social networks and DIY broadcasting. Jeffrey Peel was there
Marketing Age, Winter 2007
Before the GoldRush
Search marketing expert Chris Sherman tells Gordon Smith why the sector has yet to mature and how smart brands can capitalise on that fact
Marketing Age, Spring 2008
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