Property firm Sherry Fitzgerald in major Irish rebrand

independent.ie/business/prop … 09741.html

Are they trying to sound like a law firm?

Poor suckers at Sherry. Working for a private company to working for a large multinational. Rules to remember:

  • prepare for bureaucracy

  • don’t make waves

  • never forget: they don’t get to be big by being nice guys

“Let’s throw away years of accumulated brand equity! If it worked for Gunnes… Oh wait…”

Maybe the “exclusive affiliate” means the branding will be kept?