Brand Desire Analysis: ‘Surging’ David Jones leaving Myer in its wake

Brand Desire Analysis: ‘Surging’ David Jones leaving Myer in its wake
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David Jones is winning the battle against arch rival Myer for the title of the nation’s most desirable department store, according to the 2013 Brand Desire report.

The study, conducted by M&C Saatchi’s global marketing strategy agency Clear,  was unveiled exclusively live on stage at MAD Week yesterday, and showed David Jones had jumped 48% to be ranked the 89th most desirable brand, while Myer dropped to 155th , down 29% on last year.

Alan King (pictured), MD at Clear, lavished praise on David Jones for turning the brand's fortunes around and regaining focus.

“Talking to guys at DJ, they’ve really tried to turn the brand around and refocus their strategy,” said King.

"They’ve changed their approach to advertising. They used to have Miranda Kerr wandering around New York or London, and I guess Australians didn’t really relate to that as much. Now, what they’ve purposely done is localise their advertising,” he said, adding that the models they use now in their advertising are now placed in recognisable Australian scenes.

"All our ad testing found that Australians relate to that more … it’s much more approachable," said King.

Myer on the other hand, according to King, haven’t really being doing much in the past year. "They’re pretty much where they were last year, which is not a very desirable department store.”

King added that brands engaging in experiential work are reaping the benefits in the desireability stakes, something David Jones is performing doing well.

The desire study also found that VB was the perfect example of a brand rediscovering its purpose after what looked like terminal decline.

“It used to be the ice cold beer for a hard earned thirst, the "real man’s beer,” said King.

"Then they did a whole lot of silly stuff from a purpose point of view, they lowered the alcohol content, introduced a bunch of skews like mid-strength and low carb, and all of a sudden the men’s men with the hard earned thirst were looking at this beer and going ‘hang on, that’s not really the beer I thought it was, and they went on to other beers.

“What VB discovered is that obviously the category is proliferated and there’s a bunch of beers focused on image and not many beers for the real man's hard earned thirst anymore."

King said VB had rediscovered its purpose to jump by 85% in desirability to reclaim top spot as the nation’s biggest selling beer.

"They didn’t change strategy they just went back to where they were before. They’ve got into very experiential engaging campaigns, focused on manly pursuits, you see they’re all over the Ashes.”

King believes that banks and supermarkets are the two with the biggest potential for improving their brand desire.

“Banks need a shake up,” said King. “They are starting to get their head around the idea of emotional branding. Commonwealth Bank and Westpac have engaged in much more emotional campaigns than before.

“There should be budget there to turn those brands around. The perception is much the same around banks. We see there’s a real opportunity to create different brands in this market and and open up options."

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