Marketing journalist Siobhán O’Connell, wrote an interesting article in the Irish Times Media & Marketing section recently where she posed the question “Does Musgrave’s takeover afford the opportunity to reinvent or kill the Superquinn brand?” ThinkTank was kindly asked to comment and our thoughts together with the diverse views of other branding and marketing experts can be viewed here in the Irish Times article.

Superquinn’s excellence in the past was due to the extraordinary vision of Fergal Quinn. He understood brand innately and  knew that every world beating brand is underpinned by a strong customer value proposition. He set about identifying the important problems that needed to be solved for Irish grocery shoppers, exceeding their expectations constantly through a culture of innovation, relentlessly placing the customer at the core of the organisation and in so doing building a hugely successful brand.

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Tags: Brand Positioning, Branding, Fergal Quinn, Irish Times, Management Consulting, Market positioning, Marketing, Musgrave, Retailing, Strategy, Supermarkets, Superquinn, USP, Value Proposition

At ThinkTank we were encouraged to read Alf Smiddy’s recent Blog post entitled - It’s all about your Brand - which also appeared in innovative financial services firm, Quintas’ spring newsletter.

As a former MD and Chairman of Beamish & Crawford Plc, for over twelve years  and current chairman and director on a number of Boards, Alf has a tremendous depth of experience  in both the financial and branding arenas.  This combination of skills is particularly unique and it’s inspiring to hear one of Cork’s most respected business leaders recognising the importance and value of brands.

In an insightful and thought -provoking post he outlines why in our tumultuous economic landscape, business as usual has become irrelevant and how companies need to to “inspire and mobilise people around a common purpose.” He goes onto explain,“I firmly believe that it’s through innovation, the re-invention of existing brands, and the creation of new brands that will create the climate for business success going forward.”

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Tags: Alf Smiddy, Beamish & Crawford, Brand Damage, Brand Positioning, brand relevance, Brand Valuation, Branding, Branding in Ireland, Cork, differntiation, Innovation, Irish brands, Jonathan Amm, Lisa Murphy, Management Consulting, Marketing, Quintas, Value Proposition, www.think-tank.ie

Insights & Tips on Company & Product Naming

Naming a business is a lot like laying the cornerstone of a new building. Once it’s in place, the entire foundation and structure is aligned to that original stone. If it’s off, even in the slightest, the misalignment becomes amplified.

The tougher it gets out there, the more important it is to put your marketing money where it will do the most good. Coming up with the right name for a company or a product can make a huge difference in building a brand and even in determining it’s future success. Too often companies jump straight into designing a logo and then spend the rest of the marketing budget trying to explain to people what they actually do and what their difference is.

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Tags: 10 tips on company naming, @ThinkTank_, Advertising, Big Idea, Brand Positioning, Brand Strategy, Branding, Company Naming, Cork, differentiation, Fishy Fishy, Innovation, Ireland, Irish Patents Office, Jonathan Amm, Kinsale, Logo Design, Marketing, Product Development, Product Naming, Start-ups, Strategy, Trade Mark Agents, Trademarks, Twitter

For a business to be viable, it has to do something as well as its competitors; to win in a competitive market, it has to do something better than its competitors.

Recent research by global marketing firm, Young & Rubicam highlights the fact that 80% of new businesses and brands fail. Lack of differentiation is cited as the major reason for business failure.

In order to ensure that your product is preferred over those of your competitors, you must consider the complete brand experience and how that experience will contribute to consumer perception. Your brand isn’t what you think it is – it’s what your customer think it is. Your brand isn’t your logo, web site design or tag line – it’s a research informed strategic premise that is designed to deliver competitive advantage and grow market share.

As a bit of a brand refresher and value add to customers, ThinkTank decided to take a peek into what really goes on inside the mind of your customer.

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Tags: @ThinkTank_, Advertising, Brand Positioning, Branding, differentiation, Emotional Branding, Jonathan Amm, Marketing, Twitter, USP, www.think-tank.ie

Let’s say you’re at a networking event and someone steps in the elevator with you, notices your nametag, and asks, “So what do you guys do?” Quick–what’s your answer? You’ve got just 30 seconds before the doors open so you’d better think fast.

In many ways an Elevator Pitch is shorthand for what your brand stands for. It’s your one-shot opportunity to be different and present yourself in a compelling and memorable way. For most business owners, getting to the crux of what you really do is the hardest, yet potentially most rewarding, one-minute conversation you could ever have.

So what is an Elevator Pitch?

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Tags: @ThinkTank_, Advertising, Brand Positioning, Branding, Cork, differentiation, Elevator Pitch, Entrepreneurs, Ireland, Jonathan Amm, Marketing, Start-ups, Strategy, ThinkTank, Twitter, Value Proposition, www.think-tank.ie