Brand-building for Competitive Advantage

A strong brand is especially important for small businesses, which are unlikely to have the spending power or marketing resources available to larger competitors. The smaller business can play to the strengths of its brand relationship with its customers to distinguish it from other businesses in the marketplace, and so level the playing field.

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Why Marketing Matters

Marketing Matters, is a new series from The Marketing Institute of Ireland, featuring perspectives from the most senior and accomplished marketers in Ireland.

In this issue, Gerard Tannam of Islandbridge Brand Development discusses his career, the challenges facing marketers today, his advice on how to be a great marketer and his favourite marketing campaign of all time.

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