Sir, - I can scarcely contain my frustration regarding Jim McDaid's tinkering with the Bord Failte logo for Ireland. The logo is part of an overall marketing strategy to develop Ireland as a brand, a strategy developed by professional marketeers recently recruited by Bord Failte. In devising this, international market research was carried out, the results of which Irish people would find startling. Irrespective of what we would like to think, the research shows that many international travellers, when asked, could make no connection between Ireland and the shamrock.
What is motivating the Minister's decision? Perhaps he has carried out his own international market research which he might like to share with the rest of us.
Marketing and Branding is not the environment for a gifted amateur . . . Could I suggest that the Minister eat some humble pie and mark this one down to inexperience? - Yours, etc.,
Edward Stephenson
The Crescent, Galway.
P.S. Approximately 10 years ago a sports agency developed their brand strategy encompassing an obscure scribble as a logo. Today Nike's value as a brand is immense. What did it take - nerve, foresight?