Only 4% Of Aussie Men ‘Love’ Their Beer Brand (So What Hope For Other Brands?)

Only 4% Of Aussie Men ‘Love’ Their Beer Brand (So What Hope For Other Brands?)

According to Professor Jenni Romaniuk too many marketers want their customers to love their brands when the stark reality is most couldn’t give a stuff.

Romaniuk (pictured below) is associate director of the Ehrenberg-Bass Institute at the University of South Australia – the world’s largest marketing research centre and just released the book How Brands Grow Part 2 co-authored with Professor Byron Sharp.

Screen Shot 2016-05-18 at 4.56.33 PM

According to Romaniuk, this idea that customers should love a brand is “romantic by nature” but adds, “romance doesn’t pay the bills”.

Romaniuk cited research published in the Journal of Advertising Research* that only four per cent of Australian males said they “loved” their favourite beer brand and “if you can’t get Aussie men to love their beer, what hope do our shampoo, canned tomatoes or toilet cleaner manufacturers have?” she added.

“As a profession, we are getting pretty clingy,” she said of the marketing profession. “We’re demanding consumers like us, follow us on Twitter, create videos about us.

“Recently I got this from Dropbox: ‘Simply tell us in 200 words or less why you love Dropbox. We plan to share our favourite answers on our content hub Drop Everything.’ Should I feel bereft I don’t have a story to share or that I don’t love Dropbox?  I think we are in danger of customers taking out a restraining order on us!” Romaniuk said.

Adding to the whole customer loyalty thing, Romaniuk believes very few of us are ever 100 per cent loyal to any one brand.

“We now split our purchases over more brands. But this option proliferation is created by marketers rather than demanded by consumers. Curiously, in China the most common belief I have come across is there is no loyalty in China, people just buy on price,” she said adding that most countries she’s researched all display a similar amount of loyalty to a product.

From a customer experience point of view, Romaniuk said the biggest problem for brands is customers actually getting their hands on the actual product. Too often, she said, it’s fobbed off as a distribution issue when “there is so much more to making a brand easy to buy”.

Romaniuk agrees that marketers often talk about the customer journey but adds if you’re product stinks then the customer’s journey will be quickly forgotten.

And lastly, the good professor’s list of skills for any modern-day marketer?

“There are three,” she revealed “Skepticism. Ask for evidence when faced with yet another wacky branding idea so you don’t waste your time and resources.

“Agility. Have a test and learn mentality to quickly take advantage of new ideas in media/connecting with customers.

“Courage. To change your opinion when the evidence suggests you might be wrong. It’s more courageous to admit you have changed your mind than to stick to your old ideas in the face of contrary evidence.”

For more information on Professor Jenni Romaniuk’s How Brands Grow Part 2 click here.

*Rossiter, J. R. and S. Bellman (2012). “Emotional branding pays off: How brands meet share of requirements through bonding, companionship, and love.” Journal of Advertising Research 52(3): 291-296.

Please login with linkedin to comment

Advertising Standards Bureau

Latest News

A young boy nerd shouts at the top of his voice to his co-worker through a megaphone trying to talk some sense into him. The young nerds are dressed in bowties and glasses. Retro styling.
  • Opinion

Smart Speakers: The Voice Of A Generation

In this opinion piece, Growth Tank management consultant David Willey looks into research on the usage of voice assistants and access to smart speakers for Generation Z, Millennials and Generation X in Australia. We hear a lot about how Millennials, and now Generation Z, are changing the game on marketing by adopting the latest technology, including digital voice […]


by B&T Magazine

B&T Magazine
Host/Havas Bags Work For Oroton
  • Advertising

Host/Havas Bags Work For Oroton

Host/Havas staff forced to takes lessons on accessorising after snaring Oroton's creative account.

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team
  • Media

Glenn McGrath & Mike Hussey Join Macquarie Media’s Cricket Commentary Team

Macquarie Media has announced that two of Australia’s cricketing greats, Glenn McGrath and Mike Hussey, are the latest additions to its cricket commentary line-up. McGrath (pictured above, right) and Hussey (pictured above, left) will join Darren Lehmann and Ian Chappell in the Macquarie Macquarie Sports Radio commentary box this summer, as part of the company’s new six-year […]

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy
  • Advertising
  • Media

SBS Chooses Fairfax’s Andrew Mudgway To Lead Its Commercial Strategy

Special Broadcasting Service (SBS) has announced the appointment of Andrew Mudgway as its national sales manager for TV and digital. Mudgway joins SBS from Fairfax Media, where he was responsible for the publisher’s national digital and print sales team. He brings more than 25 years’ experience to SBS, having also held positions at IPG Mediabrands, […]