98FM is going back to its roots

The ‘FM’ in 98FM’s branding has returned after a two-year absence be cause it ‘‘just works’’, according to chief executive Chris Doyle.

5th June, 2010

The ‘FM’ in 98FM’s branding has returned after a two-year absence be cause it ‘‘just works’’, according to chief executive Chris Doyle.

The Dublin station last week unveiled a brand refresh, which returned the traditional radio acronym to its name, having dropped it in 2008 to become Dublin’s 98.

Doyle said that market research showed strong brand awareness behind the 98FM name, with most people still using...

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