The technology industry has a long history of believing no company T-shirt is too ugly and no act (well, almost) too humiliating to perform in the name of corporate brand awareness. During its first Dublin conference last week, Baltimore Technologies hauled out a line of Irish dancers to stomp their way through the opening party in Trinity's Dining Hall. But the capping moments of cringe came at the conference's conclusion on Wednesday, when Baltimore employees, including managing director Fran Rooney and vice-president Paddy Holahan, took to the stage singing the new company song as Baltimore balloons fell from the ceiling. The melody? Well, pronounce Baltimore to rhyme with and substitute for That's Amore and you've got it.

Later, at party number two, to celebrate its recent Nasdaq listing, the company gave out T-shirts with its Nasdaq ID, "BALT", on the back. Then, Rooney introduced the "Baltimoray" cocktail. Very sweet - which is what Rooney must be thinking every time the new, $40 million man looks at his bank account.