Branding can bring about real change

Those who dismiss public sector branding as a waste of money are missing the point, argues branding expert Niall Corcoran.

10th August, 2014
Trinity College Dublin: commentators have sometimes been irrational about the rebranding of the university. Picture: Feargal Ward

There has been a lot that’s passionate – and sometimes verging on irrational – written and said about high-profile public service branding projects, most notably those involving Irish Water and Trinity College.

Changing a brand’s identity often elicits an emotive response, but it would seem that in Ireland, any public service branding and in particular spend on a new logo, has become a vehicle of grievance for some to vent their anger at...

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