CIM recommend 're-branding' for Northern Ireland

Sue Ward, Chair of the Chartered Institute of Marketing (CIM), has warned of the need for businesses to join in the regeneration of Northern Ireland.

Addressing over two hundred business people at the annual CIM chair's lunch, Ms Ward recommended that the old image of Northern Ireland should be eradicated, so that it could be replaced with a "fresher and truer image more relevant to the province today".

Clarifying what the new brand image should be, she said: "We already have what it takes to sustain a vibrant, bustling economy where goals of growth and prosperity can be realised, where people can look forward with a refreshing mood of optimism, bullishness and confidence. But before we can expect others to see this new brand image we must see it and believe in it ourselves."

Commenting on the obvious downside with Northern Ireland Sue added: "We may continue to have issues and problems that make things difficult - but then so does every other city and country in the world. We must continue to create and promote good news stories that reinforce our positive image and strive to create a region hat has so many positive things going on that the bad news stories can no longer always make the front page."

In closing her speech she commented that the CIM were fully behind the new Northern Ireland brand and that by living and working here businesses were intrinsically linked with the fast growing, competitive, innovative and strong product of the region.

(LS/MB)