The Government has merged the FAS offices with the welfare offices and are rolling out a very costly rebranding campaign starting in Sligo on monday.
Who ever came up with this brand and if it was picked by Enda and Joan the should explain the creative concept to the public ,the only intro I can find is a very impressive dating site based here in Ireland.
I am all the more surprised that they went for this concept when one considers that intro the dating agency has had a major advertising campaign running for the past 6 weeks
Communications and branding is all about a clean brand that is not confusing and does not allow for other products with the same name to be in the market place
,clearly when Joan picked this daft name her intention was to confuse the client i.e the unemployed person and hope that their search for a service to help them get a job would direct them to services like a dating agency.
This is not the first time that this Government has picked a brand name for FAS that is in use by other firms Solas was picked as the brand it is of course a light bulb firm with over 30 years in the business.
What is of more concern with this new **** up is that the Government have engaged high paid experts in Marketing to research these names and concepts and yet cannot come up with a name that is innovative and new .
They should get their fees back in both cases and stop this madness ,FAS has spent millions on a brand Jobsireland which does what it says on the tin and this is the name that should be used if they feel that the need to rebrand.
It is more important that the deal with whats in the offices which are offering no proper service for the unemployed and have no connections with employers .