Where the bloody hell our number ranking on FutureBrand's top brands list is one world? Australia was number one for the last three years, but this year we have lost it in the United States.
What happened? We make ' Monkees "' Hey Hey we even with the thats Queensland' campaign or it is greater than that?"
The world is changing, and our country brand is crying for revitalization in key areas of the Association where we are weak in comparison to the winners, the United States, Canada (which came second).
I hope that the agencies in Australia give 100 percent when you pitch and ultimately to develop and work on brand Australia in the coming months and years.
But our perception of the mark can overseas advertising really liven up or it is a catalyst to start a nation to deliver key associations that we are not so well known for can?
A quick look on the FutureBrand's list Association rankings tell me love Australia people, because our political freedom as a good thing seeing love our lifestyle and outdoors and you would extend, a business trip here - for a good place on a hammock on the beach. No mention for associations like; ideal for business travellers, easiest business, high-quality products and other important export associations, the US would serve well.
They all say what about us as a country and what we have to offer? Beaches, bikinis, surfing, koalas, kangaroos and large lifestyle blocks with crock Dundee look-alikes?
Probably all okay if you're in the tourism game, or if all what you have to do is digging up some coal or iron and send overseas (God help us if this is running or if we all rights more have sold to foreign interests for a low).
But how does the Australian brand help or hinder us when we try to sell a car, software or some product that competes the Japanese or the German on the international market?
I don't think the Australian "Brand" helps sell my client HSV more car than you would otherwise only on the strength of your brand. Germany considered own engineering although our HSVs in almost every facet are better.
I believe that the future of the Australian brand is the development of our culture and our think us even beyond the laid back "Ocker" who makes fun to be, but maybe not so motivated. We must show the world how we build innovative quality products and we motivated and dangers to things for the future and Australia can lead the world in creativity to improve.
In many ways the great lifestyle that we have and the external view which has world serves only laid fuel back image of ourselves. I don't think you can change what you are, but you can create from it.
You can not sell a brand that isn't what it is but the most important from an internal perspective is first branding. We consider ourselves as a laid back Beach and outdoors culture, thats all we ever will provide, and I don't think that's enough for the future. Not by a bloody long shot.
And the world focus change the role for the future brand of Australia is helping drive and inspire our innovation and our business acumen on a world stage. Can do about the Australian people and what it rather than what you have here.
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