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'Buck the Trend' breakfast seminar a success

(Pictured at the Buck the Trend branding breakfast seminar are event speakers (L-R) Seamus Farrell, MD SF, Heather Laffin, CEO Keys Group, Prof. Lester Manley, CEO Manleys and David Gray, Senior Partner FGS McClure Watters)

Northern Ireland business leaders turned out in force on Thursday morning (24.09.09) to hear how businesses can use their brand to help buck the current economic trend. Tips and advice were served up to around 130 businesses at the 'Buck the Trend' breakfast seminar hosted by Manleys - the Branding House in association with FGS McClure Watters and held in The Holiday Inn, Belfast.

Speaking at the event, Professor Lester Manley, Managing Director, Manleys, explained the importance of using your brand to 'Buck the Trend':

"A company's brand is one of their most valuable assets. It is crucial, especially in the current economic climate, that local businesses realise how successful branding can impact positively on their bottom line and learn to capitalise on this in the upturn. We want businesses to understand that by nurturing and valuing their brand, they will get a return on their investment."

Mike Smyth (pictured), Head of the School of Economics, University of Ulster, who also spoke at the event, provided insight on Northern Ireland's economic future, he said:

"In terms of the overall economic outlook, it is important to remember that recent losses in output and jobs have been far less painful than the experiences of the early 1980's when unemployment rose to approximately 125,000 - more than double the current level - and when mortgage rates reached 17% with inflation peaking at 15%. While it looks like the NI economy is likely to remain flat during 2009H2, there are some signs that consumer and business confidence are now less weak. Strong brands within the business and consumer sector are seeing that confidence has steadied and recovery is likely to get underway."    

Other speakers included David Gray, Senior Partner, FGS McClure Watters, who delivered advice on 'Valuing Brands as Intangible Assets'.

He said: "The event was a great success and provided a platform for business professionals to reach out to companies in Northern Ireland with advice and suggestions on how valuing their brand could help them through these challenging times."

The event provided businesses with information and advice in how to use their brand to navigate the current difficult trading conditions with positive strategies in preparing for the upturn.

Other speakers at the event included: Heather Laffin, CEO, Keys Group and Seamus Farrell, Managing Director, SF. Speakers focused on how their businesses have used branding to strengthen their position to become market leaders and facilitate growth in a recession.