Brand and Organization in Concert in Ireland


Our man in Europe sends this report (the first of many, we hope): at least one EU concern appears (claims?) to get the link between branding and organizational development.

Take a look at this out-of-home ad for eMobile, Ireland’s newest mobile provider:

First of all, we’re digging the white space. The lack of eye-candy is what caught our eye immediately.

But we’re also loving the harmony among presentation, content and operations. The eMobile brand’s raison d’être is to make things less complicated for their mobile customers. This, from their website:

At eMobile we take the hassle out of choosing and using mobile products and services.

To that end, they’ve designed a simple, compelling advert. And even more importantly, they’ve created a Director of Simplicity position. Now, we don’t yet know what Mark’s brief is, or whether he wields the power to carry it out, but we’re encouraged on four fronts:

1. The brand is differentiated – it stands in clear contrast to eircom’s other mobile venture, Meteor. Compare the eMobile home page with that of Meteor (interestingly both providers were launched by the same company, Irish telco Eircom).

2. The brand promise is compelling. Maybe we’re just getting old, but does anyone else who’s not locked into AT&T find it difficult to choose among minute, text and data options?

3. We’re hoping it’s not purely a marketing construct, but if they’ve got a Director of Simplicity, they may actually intend to deliver on their promise, and use organizational development to inspire action – not just billboards. Our ardent followers know that we’re positively tickled pink at the prospect.

4. And last but not least, did we mention? We LOVE the white space.

Now It’s Your Turn
Show all responses
  • Kathryn
    Oct 21, 2010

    Takes me back to the hilarious “if Microsoft designed the Ipod packaging” parody from a few years ago.
    (Here, I think

  • Some really good creative and some very interesting print ideas including half brioadsheet pages which I havent seen done in Ireland before. It will be interesting to see what kind of cut through this campaign has. All that said e-Mobile is not a great brand name in my opinion.

Brand Strategy, Digital Media
Chinese Device Providers Take On Security, Quality and Obscurity

During recent conversations with Chinese device providers, we noted three common issues facing the companies, as well as the strategies they are employing to overcome them. Security, Perceived Quality and Awareness 1. Security In 2018, governments across the globe fretted about the possibility of Chinese device companies building in back-door access to their network systems […]

Learn More
Brand Strategy, Marketing, Public Relations
Designing Demos with Impact

A demo is different than a standard presentation or meeting. It’s better. A demo offers the opportunity to incorporate visual, auditory, tactile and other sensory cues that engage an audience with built-in interest while showcasing the totality of your company’s capabilities. For most organizations, the chance to meet with a potential or current client in […]

Learn More
Brand Strategy
Apple Isn’t the Only Company with a China Problem: Alibaba Hot on Amazon’s Heels

With all of the hoopla surrounding Apple’s revenue warning last week that the company attributed to slowing sales in China, some may miss an even bigger clash of the titans brewing than Apple vs. Huawei—AliBaba vs. Amazon. AliBaba isn’t a household name in the United States and Europe, but it will be soon. With almost 700 […]

Learn More
Brand Strategy, Brands, Culture, Digital Media
Apple as Bellwether: China Turns to Homegrown Brands

Yesterday, Apple cut its revenue forecast for the first time in 15 years on the heels of slower sales in China. Today the company lost over 10% of its value. In one trading day. Not so very long ago, Apple had the best selling smartphone in China. Today it is a distant fifth. What phones […]

Learn More

Ready to talk about how your brand and culture can do more for your business?

Let's talk