One of the most significant rebranding exercises of recent times is the transformation of the indigenous telcommunications behemoth eircom to eir.
The former state owned company started life as Post & Telegraphs and latterly Telecom Eireann before reinventing themselves for the dot com age.
Now in a bid to chase the lucrative quad play market, they have unveiled their new corporate identity.
At an estimated cost of €16 million, branding experts Moving Brands earned their sizable fee by dropping three letters from the brand name.
That’s over €5 million a letter!