Marketing is at the heart of the staying power of great Irish brands [Video]

Effective use of marketing is at the heart of the staying power of great Irish brands that are as well known today as they were 25 years ago, writes Shane McGonigle, chief executive, Marketing Institute of Ireland

We spend billions of euro on everything from milk and marmalade to cars and cookers.

Every business in Ireland would like to capture some of that spend.

This is the battlefield where marketing can make the difference between sustainable financial success and struggling financial fortunes.

Good marketing works and great marketing beats the competitor out of the basket every time.

Just like Dunnes Stores’ ‘Better Value’ promise introduced by Ben Dunne Senior, its founder, 80 years ago, it beats them all.

How does it work and why has it been so effective for some and not at all for others?

Great brands that have stood the test of time are able to blend themselves seamlessly into your life because they understand …