Aussie ideals present 'great opportunity' for brands

Aussie ideals present 'great opportunity' for brands
SHARE
THIS



Brands that successfully tap into the Australian ideal of egalitarianism will strike a chord with today’s consumers, according to one researcher and brand strategist

Australians are engulfed by a sense of “anxiety, frustration and concern” as our egalitarianism ideals slip away, but today’s brands could help reconnect consumers with ‘Australianness’ and build an army of loyal fans in the process.

Egalitarianism, the notion that we’re all equal, is our dominant ideal, according to researcher and brand strategist Neale Cotton.

This ideal has given rise to the belief that no one in our society is superior or inferior, everyone is equally and given a ‘fair go’. We also actively celebrate the underdog or Aussie battler while lopping the tall poppies down to size.

However, according to Cotton there is definitely a widening gap between our ideals are and reality.

“The gap between rich and poor is getting greater…the idea of a two speed economy and now the idea of two speed cities,” Cotton, director of brand strategy agency The Lab, said.

The Lab’s research also pointed to a loss of empathy as the majority of Australians now believe their fellow citizens can’t be trusted.

“Forty per cent of people born in Asian countries such as India and Malaysia have experienced racial discrimination over the past 12 months,” Cotton added.

Our egalitarian ideals are becoming more important to us the more they are challenged. As an example of this “hyper desire to be Australian” Cotton pointed to last year’s Anzac Day services and the record number of attendees.

“There is a huge desire to get back to our Australian ideals and this is the opportunity for brands,” Cotton said.

A brand could speak to our fondness of underdogs by telling a story of courage and struggle or adopt a self-depreciating style of humour.

Cotton used comedy group The Chasers as a good example of the power of self-depreciating humour. The majority of the members all studied law but their style of humour made them accessible.

Offering a premium product in casual setting would also speak to our ideals, according to Cotton who used the example of healthy burger chain Grill’d versus competitor Urban Burger. They both offer premium burgers but Grill’d adopted a cheeky persona while Urban Burger has a more sophisticated and stylish feel.

A brand that is doing a good job at speaking to the Australian ideals, as mapped out in the graphs below, is Bega Cheese.

Cotton, who works with the brand via his agency The Lab, said Bega Cheese is “one of Australia’s most successful brands”.

“It is the fourth biggest selling brand in supermarkets, and they are priced at a premium. They balance this superior stature with endearing stories of humility and hard work.”

For an example of a Bega Cheese ad see the video below.

http://www.youtube.com/watch?v=NsLHxKKnod0

As our ideals slip away Cotton said brands have a “great opportunity to put the markers of egalitarianism into our society” and win a place in the hearts of consumers who are aching to return to the ‘good old times’.

Cotton was speaking at a recent French-Australian Chamber of Commerce & Industry event where Russel Howcroft, Ten's executive general manager, spoke about the need to celebrate the buyers of creative ideas. 

Please login with linkedin to comment

Latest News

Ash London To Co-Host Ten’s New Game Show
  • Media

Ash London To Co-Host Ten’s New Game Show

Network Ten has revealed that radio personality Ash London will join Grant Denyer as co-host of its new game show, which will hit TV screens on Sunday 7 October at 7:30pm. London’s role on Game of Games was formally acknowledged in a media release sent out by Ten this morning. However, if you had your […]

Bayer Consolidates Crop Science Creative With Clemenger’s Redhanded
  • Advertising

Bayer Consolidates Crop Science Creative With Clemenger’s Redhanded

Redhanded has been appointed creative agency of record for the crop science division of Bayer in Australia, following a competitive pitch. The appointment of the Clemenger Group agency comes after Bayer chose to consolidate its creative business in September to drive efficiencies and strategic alignment across portfolios. Redhanded will now be responsible for creative work […]

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.
  • Media

Study: High-Impact Digital Ads Amplify Standard Media

New research released today by Inskin Media and Lumen Research using a large-scale audience eye-tracking study has proved that high-impact formats can help draw consumers’ eyes to standard formats for longer. The UK study, in partnership with Mindshare, carried out 3,160 eye-tracking experiments and revealed that, within a browsing session, standard display formats, such as […]

Kellogg’s Chooses Eleven To Look After PR
  • Marketing

Kellogg’s Chooses Eleven To Look After PR

Breakfast cereal giant Kellogg’s has appointed Eleven to handle its PR account across Australia and New Zealand. Eleven takes over from Edelman on the account. Kellogg’s has also ditched Porter Novelli and Liquid Ideas, which worked on a project basis. Eleven managing director Roberto Pace said in a statement that the agency was excited to […]

Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann
  • Campaigns

Coca-Cola Celebrates Classic Aussie Moments To Commemorate 80 Years Via McCann

Coca-Cola has today launched a campaign commemorating 80 years of great tasting beverages made by Australians in Australia. The integrated marketing campaign from McCann and UM will have multiple touchpoints with consumers led by a new locally-produced TVC running across screens and also supported in PR, social media and out-of-home. The tagline featured in the […]

Stellar Concepts Wins PR Duties For New Sydney Food Festival
  • Marketing

Stellar Concepts Wins PR Duties For New Sydney Food Festival

Communications agency Stellar Concepts has been appointed by IMG Culinary to deliver a PR campaign for the launch of Taste of Sydney Collective. The food festival is an evolution of IMG’s ‘Taste of’ festival series fusing food, culture and music. Taking place at the Cutaway in Sydney’s Barangaroo precinct during November, the highly-curated event will […]

SPEED To Handle Media Planning For QICGRE
  • Media

SPEED To Handle Media Planning For QICGRE

SPEED has been appointed QICGRE’s communications strategy and channel planning agency with immediate effect. QICGRE are operators of 26 shopping centre’s across Australia, including Eastland, Castle Towers, Westpoint, Canberra Centre, Robina Town Centre and Grand Central. SPEED will provide portfolio communication recommendations across the business, as well as direct media planning support for each shopping […]

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney
  • Advertising

Former One Green Bean CEO Carl Ratcliff Resurfaces At DDB Sydney

DDB Australia has announced the appointment of former One Green Bean CEO Carl Ratcliff as chief strategy officer of DDB Sydney. Ratcliff’s appointment comes just over two weeks after it was announced that Claire Salvetti would replace him as CEO of One Green Bean. Ratcliff has more than 20 years’ experience in the world of building brands […]