Brand Awareness, Yes
Positive Brand Association, NO
I spotted this advertising sign earlier in the week and was angry.
There are so many empty buildings; run down buildings; even, derelict sites upon which a marketing banner might actually be a benefit in hiding dereliction.
The Marketing Department of Eir obviously left their common sense with the Com bit that has been discarded from Eircom. They decided to cover up the most interesting and recently completely corner in Cork.
From twitter, I see that I am not alone in being annoyed but the banner will remain until Sunday.
The genius in the Marketing Department has succeeded brilliantly in brand awareness but at a cost.
In this potential customer’s mind, the brand will forever be associated with tactlessness and complete disregard for community, art and heritage. I doubt it is a brand that I ever wish to give my custom.