Date: 15 September 2009
Time: 18.00 - 20.00 (registration from 17.30)
Venue: The Mullingar Park Hotel
Theme: Using heritage to drive your brand sales
Speakers: John Fanning, (incoming Brand Forum Chairman), Ciarán O'Goara, Joe Collum, Kilmeaden
Heritage is born in, and nurtured, over time.
Heritage speaks of status, character, social class, and a history. It speaks of a traditional way of life that is of value to present and future generations. It speaks of inheritance, of shared experiences, and of a common history.
Brands express and share their heritage in the form of a narrative - a crisp, meaningful, relevant, and memorable story - a brand story (source: allaboutbranding.com)
John Fanning:
John Fanning worked for years in the advertising world and was responsible for planning and marketing communications of some of Ireland’s leading brands. He published a book entitled “The importance of being brand – an Irish perspective” and has written numerous articles on branding and regularly speaks Conferences and events.
Ciarán O'Goara:
Ciarán ÓGaora established Zero-g in 2004 with the intention of building a dedicated team to focus on identity and brand creation with select clients. Over the last 15 years Ciarán has worked with Diageo, C&C and Tourism Ireland among many others. Central to his approach is the use of the creative and brand definition processes to manage change and provide vision within organisations.
The Zero-G business strategy is focused on keeping the core business small while working with a network of like-minded agencies. This approach keeps the focus on building strong creative client partnerships.
Joe Collum:
Joseph Collum is the Marketing Director of Glanbia Consumer Foods, the second largest supplier of branded food into the Irish Grocery sector. He has also held senior marketing positions in C&C, Cadbury and eircom.
One of the brands that Joe is responsible for is Kilmeaden Cheese. A long established brand built on heritage. Kilmeaden is the nation's favourite Natural Cheddar Block and is currently ranked No. 1 in the Grocery market. Kilmeaden is a highly awarded crafted cheddar with a rich and distinctive flavour and is renowned among Irish Consumers as "the fillet of cheddar".