The score between Australia’s biggest brand rivals will be settled at MAD Week next month where the 2013 Brand Desire Report results will be revealed.
The report, by M&C Saatchi's global marketing strategy agency Clear, will be released exclusively live on stage at the Inside Marketing stream of B&T’s MAD Week on July 17.
This year the study will settle the score between rivals Coles and Woolworths as well as David Jones and Myer as it delves deeper to look at how brand desire converts into commercial impact and category leadership.
“We have rigorously dived into three years worth of data, covering more brands in more categories than ever before and analysed this alongside external data sources such as sales performance and media spend to truly understand where and how to create commercial growth,” Alan King, MD of Clear, said.
The 2013 Brand Desire Report examined 23 different categories and more than 550 brands.
Locally, the study will look into the ‘Clash of the Titans’ and the winner in the struggle between category rivals, including the supermarket and department store giants.
“There has been a winner and a loser in the Qantas – Emirates tie-up and we’ve discovered who’s come out of this alliance in better shape,” King said.
The report will also scrutinize international brand tiffs including the high profile fight between Samsung and Apple. Samsung has not been shy in taking swipes at Apple and its fans, in March an ad for the Galaxy S4 positioned the iPhone as the favourite amongst the middle-aged and technically challenged.
“Has Apple’s day finally come? Adidas has been in the ascendency in recent years, but Nike has fought back hard. Has their experiential approach to marketing helped it get the competitive edge over Adidas?”
For the answers be at MAD Week on Wednesday, July 17 where King will be presenting the findings from the global study as part of the Inside Marketing stream. For tickets click here. For more information on the Inside Marketing events click here.
Coles v Woolies, DJs versus Myer – who do you think will win in the brand desire stakes? Let us know by leaving a comment in the form below.
Please login with linkedin to comment
In this guest post, CTO of Wiise, Hamish Browne (pictured below), says tech’s new focus on privacy will lead to new rules and new ways of doing business for marketers… With the delicate balance between customer data and privacy in the spotlight like never before, the potential emergence of new standards and business models, is […]
Businesswoman, reality TV star, and social media personality Kim Kardashian has posted an ad for mysterious cryptocurrency Ethereum MAX [EMAX]. In a post on her Instagram story – where she has 228 million followers – Kardashian wrote: “Are you guys into crypto????” “This is not financial advice but sharing what my friends just told me […]
Great Southern Bank has launched a brand campaign this week, ‘Happily Clever After’, coinciding with its name change from Credit Union Australia, bringing to life its purpose of helping all Australians own their own home. The journey to changing from Credit Union to Great Southern Bank began back in 2020. When Australia’s largest customer-owned bank, […]
Nine has promoted Jo Clasby to the role of commercial director – publishing, where she will report to Nick Young. She was previously director of client partnerships – publishing. Her new role establishes her at the same level of seniority as Anthony Smyth, commercial director – radio. Smyth was promoted at the start of this […]
Hospitality giant Accor is shining a light on the joy of cities through its newest campaign, ‘Go ALL Out’, which launches in Australia and New Zealand today. The gateway to the ‘Go ALL Out’ campaign is ALL – Accor Live Limitless, a lifestyle loyalty program that integrates rewards, services and experiences throughout the Accor portfolio […]
Global affiliate and partner marketing firm Silverbean has secured new contracts with 13 major Australian brands and is now working to double the size of its Asia-Pacific team. Silverbean launched in Australia in 2019 and has seen steady growth through its work with retailers. Now, with 15 new brands joining the Silverbean portfolio, the agency […]
Tourism PR and marketing agency GTI has announced the appointment of longtime media executive Jenny Pham as its new general manager of marketing and strategy. Pham (pictured above) will lead the agency’s marketing division with responsibility for strategy, media and consumer marketing, while GTI founder and managing director Sarah Anderson remains as the day-to-day lead […]
Clipboard, a free professional networking platform for the hospitality industry, has announced it will seek to raise its next round of funding via equity crowdfunding platform Birchal. This will power its vision to transform the way the fragmented hospitality industry connects, shares experiences, markets and recruits. With a growing member database of over 24,000 hospitality […]