Eason, Ireland’s best-known bookseller, has opted for whimsy and humour in a character led approach to brand development.
The Irish-owned retailer has started a multimillion-euro marketing push to drive brand awareness as part of a €20 million three-year restructuring programme.
Ditching its product-led approach to advertising, Eason has taken on Irish International to help it create a clearer identity in consumers’ minds in its 125th year of operations.
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