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Brand Authenticity

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A presentation delivered to the Australian Marketing Institute Conference in 2008

Published in: Travel, Business
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Brand Authenticity

  1. 1. In search of Australia’s most authentic brands
  2. 2. In search of Australia’s most authentic brands 23 October 2008 A crisis of confidence 14/10/07 – 10/10/08 www.authenticbrandindex.com
  3. 3. In search of Australia’s most authentic brands 23 October 2008 Inauthentic people www.authenticbrandindex.com
  4. 4. In search of Australia’s most authentic brands 23 October 2008 Authentic people www.authenticbrandindex.com
  5. 5. In search of Australia’s most authentic brands 23 October 2008 What do they have Strong Original Do what in common? beliefs they say Confident Sincere Unique Down Visionary Relatable to earth www.authenticbrandindex.com
  6. 6. In search of Australia’s most authentic brands 23 October 2008 Authenticity drivers www.authenticbrandindex.com
  7. 7. In search of Australia’s most authentic brands 23 October 2008 Overachievers www.authenticbrandindex.com
  8. 8. In search of Australia’s most authentic brands 23 October 2008 Predictors of overachievement www.authenticbrandindex.com
  9. 9. In search of Australia’s most authentic brands 23 October 2008 Authenticity and Q6 willing to recommend advocacy Power (Q6 willing to recommend)) 1.5398 y = 2.4579x R2 = 0.6832 www.authenticbrandindex.com
  10. 10. In search of Australia’s most authentic brands 23 October 2008 Examples of high authenticity brands www.authenticbrandindex.com
  11. 11. In search of Australia’s most authentic brands 23 October 2008 Leveraging heritage: Vegemite www.authenticbrandindex.com
  12. 12. In search of Australia’s most authentic brands 23 October 2008 Creating heritage: Billabong www.authenticbrandindex.com
  13. 13. In search of Australia’s most authentic brands 23 October 2008 An absolute original: Google www.authenticbrandindex.com
  14. 14. In search of Australia’s most authentic brands 23 October 2008 Beware the middle of the road www.authenticbrandindex.com
  15. 15. In search of Australia’s most authentic brands 23 October 2008 The majors are challenged by more single minded competitors www.authenticbrandindex.com
  16. 16. In search of Australia’s most authentic brands 23 October 2008 Driving sincerity: Bunnings www.authenticbrandindex.com
  17. 17. In search of Australia’s most authentic brands 23 October 2008 A beliefs driven renaissance: Westpac www.authenticbrandindex.com
  18. 18. In search of Australia’s most authentic brands 23 October 2008 Driving Westpac reappraisal www.authenticbrandindex.com
  19. 19. In search of Australia’s most authentic brands 22 October 2008 Conclusions www.authenticbrandindex.com
  20. 20. In search of Australia’s most authentic brands 23 October 2008 It all starts with clarity of purpose www.authenticbrandindex.com
  21. 21. In search of Australia’s most authentic brands 23 October 2008 Embed your brand in the business model www.authenticbrandindex.com
  22. 22. In search of Australia’s most authentic brands 23 October 2008 Stimulate progress and reinvest Preserve in the core Core values Core purpose Change Cultural and operating practices Specific goals and strategies www.authenticbrandindex.com
  23. 23. In search of Australia’s most authentic brands 23 October 2008 Be courageous, stay faithful to your direction, never forget where you came from www.authenticbrandindex.com

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