2. In search of Australia’s most authentic brands 23 October 2008
A crisis of confidence
14/10/07 – 10/10/08
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3. In search of Australia’s most authentic brands 23 October 2008
Inauthentic
people
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4. In search of Australia’s most authentic brands 23 October 2008
Authentic
people
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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
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6. In search of Australia’s most authentic brands 23 October 2008
Authenticity
drivers
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7. In search of Australia’s most authentic brands 23 October 2008
Overachievers
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8. In search of Australia’s most authentic brands 23 October 2008
Predictors of
overachievement
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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
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10. In search of Australia’s most authentic brands 23 October 2008
Examples
of high
authenticity
brands
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11. In search of Australia’s most authentic brands 23 October 2008
Leveraging
heritage:
Vegemite
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12. In search of Australia’s most authentic brands 23 October 2008
Creating
heritage:
Billabong
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13. In search of Australia’s most authentic brands 23 October 2008
An absolute original:
Google
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14. In search of Australia’s most authentic brands 23 October 2008
Beware the
middle of
the road
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15. In search of Australia’s most authentic brands 23 October 2008
The majors are challenged by
more single minded competitors
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16. In search of Australia’s most authentic brands 23 October 2008
Driving sincerity:
Bunnings
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17. In search of Australia’s most authentic brands 23 October 2008
A beliefs driven
renaissance:
Westpac
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18. In search of Australia’s most authentic brands 23 October 2008
Driving Westpac
reappraisal
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19. In search of Australia’s most authentic brands 22 October 2008
Conclusions
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20. In search of Australia’s most authentic brands 23 October 2008
It all starts
with clarity
of purpose
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21. In search of Australia’s most authentic brands 23 October 2008
Embed your
brand in the
business
model
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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
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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
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