Sir, – Anyone with an interest in the fundamental underpinnings of the Irish economy should read Chris Horn’s “Ditching SFI brand could have big consequences for economy” (Opinion, Business, March 7th).
He succinctly describes one of the unheralded seminal initiatives in Irish economic policy in the last 20 years. The creation of Science Foundation Ireland (SFI) and the alignment with IDA Ireland and Enterprise Ireland established an international investment value proposition which is the envy of competitor investment locations. Others have tried to replicate this synergy but failed.
Brand recognition is hard earned and worth multiples of what it costs to achieve.
I am sure the trend in rebranding many of our State agencies with Irish language names is well intentioned.
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However, so much taxpayers’ money has gone into creating the SFI brand, why ditch it in favour of “Taighde”, both unpronounceable and unintelligible in its target market? Just like “X/formerly Twitter”, it will become “Taigdhe/formerly SFI”. The trinity of the initials IDA/EI/SFI is an internationally established and recognised calling card. Replacing “SFI” with “Taidghe” will not be helpful. These agencies are natural and successful partners with brand reputations. They should have the same reporting and accountability lines to Government, which in return has the responsibility to protect the investment already made in creating enviable global brands. – Yours, etc,
PATRICK HOWLIN,
Milltown,
Dublin 14.
