brand authenticity
DESCRIPTION
A presentation delivered to the Australian Marketing Institute Conference in 2008TRANSCRIPT
In search ofAustralia’smost authenticbrands
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
A crisis of confidence14/10/07 – 10/10/08
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Inauthenticpeople
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Authenticpeople
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Strongbeliefs Original Do what
they say
Confident Sincere Unique
Downto earth Visionary Relatable
What dothey havein common?
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Authenticitydrivers
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Overachievers
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Predictors ofoverachievement
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Authenticity andadvocacy
Q6 willing to recommend
Power(Q6 willing to recommend))
y = 2.4579x1.5398
R2 = 0.6832
Examplesof highauthenticitybrands
23 October 2008
www.authenticbrandindex.com
In search of Australia’s most authentic brands
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Leveragingheritage:Vegemite
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Creatingheritage:Billabong
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
An absolute original:Google
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Beware themiddle ofthe road
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
The majors are challenged bymore single minded competitors
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Driving sincerity:Bunnings
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
A beliefs drivenrenaissance:Westpac
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Driving Westpacreappraisal
Conclusions22 October 2008
www.authenticbrandindex.com
In search of Australia’s most authentic brands
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
It all startswith clarityof purpose
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Embed yourbrand in thebusinessmodel
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Stimulateprogressand reinvestin the core
PreserveCore values
Core purpose
ChangeCultural and
operating practicesSpecific goals and strategies
www.authenticbrandindex.com
In search of Australia’s most authentic brands 23 October 2008
Be courageous,stay faithful toyour direction,never forgetwhere youcame from