Sunday 25 June 2017

To Europe with a song

It is customary for the Eurovision song contest to make the careers of winning entrants. That was the case even with Abba. But this year's Irish entry is already so successful that it has trademarked its name before the contest. Or should that be entries?

We are talking, of course, about the remarkable Jedward -- two guys, one name and hairstyle, and something of a sensation. The reasons for the sensation are a puzzle to many but their fans, however young, are entitled to their choice. What can be said is that Jedward are a brand, and a brand must have a trademark.

Brands are usually conceived and developed in discreet office suites; Jedward's creation was on view for all to see in the 'X Factor' under the formidable drive and self-promotion genius of Louis Walsh.

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