Limerick Edge Embrace Brand: Design Analysis

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Limerick Edge Embrace Brand: Design Analysis

In late August 2018, an article in the Irish Times announced Limerick Council had signed a deal with London based Marketing Agency M&C Saatchi to create a Place Brand for Limerick.

As someone who had studied Place Branding in UL and had experienced the benefits of successful Place Branding in Melbourne, I decided to take a closer look at this project.

Place Branding is important and worthy of investment for any City looking to boost it’s reputation to attract more investment and jobs. But most important of all is a Brand that can appeal to those who already live and work in that Place and galvanise a localised sense of unity through a shared identity as being Limerick!

Realising the massive potential in creating a successful Place Brand, I decided to compile a report. The report contained research which compared successful Place Brands with unsuccessful Place Brands from around the world. Based on evidence from these case studies recommendations and cautions regarding common place branding pitfalls were made.

This report took 2 months to complete and was given to Limerick Council Marketing Manager Laura Ryan and M&C Saatchi Project Manager Mary Harris in London.

Thankfully the report was received well by Laura Ryan and a meeting was arranged at Merchants Quay to discuss whether the findings could be of use to the Council in their formulation of Limerick’s Brand. The meeting was positive and I presented Mrs. Ryan with a hard copy encouraging her to consider engaging more with the Public to create a brand that reflects deep rooted identity, while evoking a strong sense of place.

From reading the report linked above, do you think that the recommendations made were valid? Do you think the resulting brand produced by M&C Saatchi & LCCC contradicted or complemented the report ?

Please share your thoughts on Social Media or in the comment section below.

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