At the online seminar Putting Brand at the Heart of Your Financial Strategy were Deirdre Waldron, chief executive of TBWA Dublin; Thora Mackey of IoD Ireland; Benjamin Granger of Irish Distillers; Charley Stoney, chief executive of IAPI; Louise Bannon of the DAA; and Brian O’Sullivan of Keelings Retail“There are numerous pressing concerns and issues for business leaders today, such as the geopolitical concerns arising from the tragic war in Ukraine, and their negative impact on energy,...
How having a strong brand can help an organisation through even the most trying times was one of the themes taken up by Louise Bannon, head of marketing at the DAA, at a recent advertising industry conference. She held her hands up in relation to the significant difficulties at Dublin Airport earlier this summer, and the ongoing difficulties experienced by airline passengers.
“We are hugely interdependent on others and this interdependency came to the fore in recent weeks. We don’t control everything but as the airport operator we need to be part of the solution. When dealing with our partners it helps that we are clear on what we stand for and what we are trying to do,” she said.“A really good brand strategy is based on a razor-sharp understanding of your organisation and customers.
“Brand strategy recognises the fact that so much of what we do as people, as customers, is driven by emotion. It’s not all rational, and we need to recognise this, particularly in a service business. It’s not just getting a task done, it’s how you make people feel,” she added. This lack of clarity does not help the industry. “It has created a snake oil, smoke and mirrors perception. We’re still not saying what a campaign will actually do. We’re too vague and that’s the last hurdle we need to address,” she said.
“As a brand-led organisation, we are very convinced of the benefits of strong brands, and what they present to consumers,” he said.
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