The Irish Times

Eir’s rebranding exercise


Sir, – “We are the strength of our past. We are the power of possibilit­y. We are a fresh start, a new beginning. We are champions and supporters. We are connecting and exploring. We are reaching further, bringing closer. We are breathing new life into our country by breathing new life into our company.”

We are not, however, able to connect a telephone line or provide broadband to a residentia­l customer in Rathgar, despite over three weeks passing by and punctuated by endless phone calls and unsuccessf­ul home visits by telecom engineers. We are not even able to identify the correct exchange that the house should be connected to. We are another example of a company falling far short of the promises made in a glossy and multimilli­on euro rebranding exercise. – Yours, etc, RONAN McDERMOTT, Rathgar, Dublin 6.

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