Brand Irish

The Global Marketing of Irish Traditions

Why is it that St Patrick's Day is the only national holiday that is celebrated in almost every country across the world? Why can Irish pubs be found from Afghanistan to Zimbabwe? It seems that nearly everybody on the planet has some sort of a connection to Ireland.

It's not because of the alcohol (although it's a factor for sure). It's not because of the outstanding quality of the food, or the loveable rogues of stage and screen. It's not due to the impressive business savvy, excellent education, or even down to the endless musical and literary talents that come of out the country.

It's because being Irish has become a brand; a best-selling, take-the-world-by-storm brand. And while they export many terrific products, their best export by far is their people. For such a tiny country, their impact on the world stage is massive. We examine the birth of brand Irish.