Alison Cowzer

While companies understand the concept of brand when it comes to selling to the consumer, the idea of selling your brand to employees and potential hires is relatively new. Recruitment expert Paul McArdle explains how to get your “employer brand” right.

Paul Sheeran deals with some of the world’s most demanding and exacting brands – think Jaeger-LeCoultre and Cartier. And he has to sell those marquee, expensive brands to thoughtful customers. What is the strategy behind his success?

Ciarán ÓGaora and his brand strategy and design business Zero-G have worked with everyone from global multinationals to governments to ambitious start-ups. He talks about the creative process, the importance of understanding your brand, and some of his favourite work.

Tom Keogh is a third-generation farmer. But the man behind Keogh’s Crisps also understands the value of brand more than most. In this interview, he reveals how it helped drive a 200-year-old family business in a new and innovative direction.

The co-founder of Boys + Girls has worked on some of the most creative brand marketing in recent years. He talks about where the ideas come from and how they led to his favourite campaigns.

Debbie Byrne wears multiple hats at An Post — MD of its retail operation while leading the development of the brand. As far as she is concerned the dual role makes sense, arguing that you can’t grow a business without getting the brand right.

When do family businesses bring in law firms? Usually when it's too late. Whitney Moore, the law firm, discusses how family-run businesses can swerve potholes.

When Carton Brothers sold its Manor Farm business for €70m to a Swedish Plc, the question of what the family would do next in business had long been decided. Vincent Carton talks about succession, openness and the power of failure.

Family businesses employ twice as many people as FDI and the state sector combined, yet they are a disparate group. John McGrane, Director General of the Family Business Network, is grafting hard to make the sector's voice louder and more political.

Running a fourth-generation family business as an outsider brings its own set of challenges. As CEO of Maxol, Brian Donaldson has navigated his way to the top and is now driving a dramatically changing business.