Talk the talk

Pat Kinsley, managing director of the Neworld group, a brand building consultancy, talks to David Clerkin.

Tell me about brand building. What’s the secret to a strong brand?

The primary element that needs to exist is internal belief and commitment. It’s essential that all stakeholders in a company believe in the brand and live up to the challenge of continually reinventing it. The brand story must be built around a clear idea. It’s about capturing people’s imagination.