so that's it — ireland, the small country but the global brand. ion. maybe i could adapt an existing advertising slogan? ireland, impossible is nothing. is it a song lyric? ireland, my kind of town. 2a hours from ireland. clowns to the left of us, jokers to the right. i still haven't found what i'm looking for. colm 0'regan, with his take on brand ireland. remember, you can see more of his short films on our website. our guests are dominique, rita and johannes and they are still with us, which i am glad to report. what is a meaningful brand? rita, perhaps you could start us off with that, what does it mean to be what we describe as a meaningful brand? i think there are a number of different ways of describing it. they are brands that are particularly relevant to people's lives. i know that sounds completely obvious, but to be truly successful you need to elevate it beyond relevance to people rationally loving and promoting your brand too. apple is a classic example, it must be the most overused case study in the world, but people queue around the c

of these inversions, ohnson controls, leaving wisconsin going to ireland, arres international leaving u.k..ia going to the restaurant brands going from burger king going from florida canada. horizon pharma going to ireland leaving illinois. leaving illinois for the u.k.. interestingly, in many of these cases, these are companies that where? ng they're not necessarily going to a, quote, tax haven. hese are companies that are going to places, going to close in our nd close friends commercial architecture, so to speak. is say we've got to do how is it that we make this a attractive jurisdiction? i had the chance a couple of ago to meet naton sheranski. stick with me. it's like a seinfeld episode. it will come together. i met with him on a trip to jerusalem. of the jewish r refusniks. during the course of this breakfast, i wanted to ask him, is true.f this story here is what i heard. i heard that when he was a refusnik, he heard of ronald reagan's speech. gulag, and he heard ronald reagan's speech where he alls out the soviet union as the evil empire, and the story had a profound impact on him, and everything in the gulag, bot

. >>> and kathy ireland's brands has been recognized as one of the most powerful in the world. us to talk about her latest projects. wait until you hear them. you're watching cnbc first in business world wide. i love the smell of napalm in the morning. no, this is double espresso. hodor! hodor! ehhh, hodor. you guys watch game of thrones, right? inconceivable! surely, you can't be serious. i am serious. and don't call me shirley? that's the unlimited effect. stream your entertainment and more with unlimited data when you switch to at&t wireless and have directv. plus, get the amazing new iphone 7 on us. know you have a dedicated advisor and team who understand where you come from know you can craft an investment plan as strong as your values ♪ know that together, you can establish a meaningful legacy with the guidance and support of your dedicated pnc wealth management® team. >>> welcome back. snap, inc., releasing a video featuring ceo kevin spiegel. spiegel is selling snap in a very specific way. >> snap is a camera company. we feel like we're really at the beginning of what

brand. tylenol® . >>> there was more fighting in northern ireland today. >> the battle has been transformed.f acting as referee between warring communities, the army is fighting britain's first urban guerilla war. the enemy is the outlawed irish republican army. >> the ira of the 1970s used violence that many considered terroristic and they put pressure on the british to withdraw and bring about an independent country free of british rule. >> this is something the country will not forget. it started when catholics protested internment of suspected terrorists. they were banned by the government. >> the protest was not about using violence, but when some of the marches started, it led to a dramatic and awful overreaction. >> at least 13 were shot by british soldiers. bloody sunday was the breaking point. it was a war between the army and the ira. >> that's the terrorists. they introduced the terrorist situation. as long as they seek so intimidate ordinary people. >> there was bad trouble. they set off 20 explosions for an hour and a half. they had a long history of northern irish violence. 13