Is a name the most important thing?

Sometimes a name is important, but service should be the main priority, writes Niall Corcoran.

24th March, 2013
Donal Clancy, managing director, with Lorraine Walsh, marketing manager, Laya Healthcare. Photo: Jason Clarke

A senior executive recently told me that the brand name his company chose didn't really matter as, over time, the brand would be defined by the service it delivered.

It got me thinking whether he had a point and, in some respects, he is right. A brand like Siemens, which has a strong global presence, hasn't been limited by its name.

So, does considering your brand name really matter? The collapse of our economy has...

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