Dominos Pizza Is More Adaptive Than Apple: Landor’s Agile Brand Study In Australia

Concept of fast internet with running mouse

according to brand strategy and design firm Landor’s first-ever Australian Agile Brand Study, Brands need to stand for something but be prepared to adapt to change in order to be agile in today’s market.

The Global Agile Brand Study process is a result of a multi-phase approach, starting with analysis from Landor’s proprietary BrandAssetValuator (BAV), the world’s largest database of consumer brand perception data, to determine an initial list of brands.

High BAV brand strength scores show consistently better financial returns than market average over time, even during periods of financial instability.

Landor found that the strongest brands scored high on agility, the balance of two key drivers: leading (being up to date and visionary) and true (being authentic and best in class).

According to Landor’s executive director of strategy, Simon Bell, agility is the presents an interesting paradox for brands: “You can’t just be innovative in itself, you need to be true and authentic in your brand…brands need to remain true to what they stand for and never stand still.”

The study ranked brands by six characteristics of agility: principled, adaptive, responsible, multi-channel, global, and open. The 10 brands exemplify agility by consistently demonstrating these six traits in a range of market behaviors, from product development to advertising to customer interaction.

Each brand has mastered all six behaviors, but uses them in different measures, depending on their business, market, and target audiences.

The top ten Aussie brands for agility were:

  • Dyson
  • Samsung
  • Google
  • Toyota
  • BBC
  • Mastercard
  • Telstra
  • LinkedIn
  • Commbank
  • Dominos

Bell argued that CommBank was the most agile of Australia’s top banks: “it feels like a very forward brand, it is always trying to do something using new technology.”

Dominos, one of the stranger inclusions in the list, is included because it is consistently innovating in the company’s use of mobile apps and technology.

“It’s interesting to note what we call the ‘agility paradox.’ Top-rated brands that are both lucrative and loved need to stand for something, yet not stand still—it’s the battle between having consistent values and driving rapid change,” said Lois Jacobs, chief executive officer at Landor.

Latest News

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner
  • Media

Ovarian Cancer Australia Appoints 10 Feet Tall As Its Integrated Agency Partner

Following a competitive pitch process, 10 feet tall is standing proud as the newly appointed agency for Ovarian Cancer Australia (OCA). The agency’s response to a complex brief included a strong multifaceted brand platform that spans all media and includes mainstream media working in conjunction with fundraisers and activations for the charity throughout the calendar […]

Edge Adds BASF Seeds To Client Stable
  • Advertising
  • Media

Edge Adds BASF Seeds To Client Stable

Independent agency Edge has announced its Melbourne office has been appointed to deliver integrated services for agricultural brand BASF Seeds, following a competitive pitch. Edge’s remit spans strategy, creative, advertising, digital and media for BASF Seeds, its InVigor products and its MySeed platform. Dan King, managing director of Edge Melbourne, said the agency was delighted […]

Cropped shot of two men working together with laptop and notepad in a minimalistic workplace enviroment with desklamp and plant
  • Media

Applications Open For 2018 Copy School

Applications have opened for the 2018 Copy School in Sydney, sponsored by NewsMediaWorks, with another world-class line-up of guest creative tutors. Copy School is designed to encourage the best quality copywriting across all channels and engages some of Australia’s leading advertising creative directors and copywriters, as well as news media executives, to pass on their […]

Paul McIntyre To Lead The Australian Financial Review’s New CMO Offering
  • Marketing
  • Media

Paul McIntyre To Lead The Australian Financial Review’s New CMO Offering

Fairfax Media’s Australian Financial Review has expanded its marketing and media coverage with the launch of CMO Brief. The new weekly editorial initiative is designed to take a more in-depth perspective on local and global trends, and the challenges and opportunities in marketing and its role in driving business growth. CMO Brief’s foundation sponsor is […]

Iron Jack Salutes A Good Bloke & His Dog In New Campaign Via Ogilvy
  • Campaigns

Iron Jack Salutes A Good Bloke & His Dog In New Campaign Via Ogilvy

Following one of the most successful new beer launches in the past decade, Lion Beer Australia is continuing its mission to have Iron Jack become a household name, this week unveiling a new campaign aimed at showcasing the universal bond between man and dog. Developed by Ogilvy in partnership with UM and Geometry Global, the […]