Iconic Australian Brands
Whether you’re jetting off with QANTAS, or just savouring your Vegemite on toast this Australia Day long weekend, take a moment to consider what it takes to make an Aussie brand truly iconic?
What makes Australians patriotic about a food that is brown and gooey, resembling axle grease? Is it a flying kangaroo logo that still makes more Australian’s choose to fly QANTAS?
It’s this very patriotism that makes a brand Iconic, an emotional connection that select brands and products can induce. They capture the markets imagination and more often than not, take the consumer down memory lane.
A truly iconic Australian brand will embrace the Australian lifestyle (whether real or imagined), via the actual product or via the marketing campaign.
It’s often argued that an Iconic Brand cannot be consciously created, and that it is cynical to try and do so; but there are several key factors that all iconic brands seem to evoke:
Heritage: they are enduring, long lived brands.
Consistency: iconic brands tend to evolve rather than go through dramatic changes.
Relevance: they manage to stay fresh and maintain relevance over time.
Leadership: while not necessarily being the biggest they are always the most respected.
Integrity: iconic brands always recover from crisis.
So this Australia Day, tilt your Akubra, munch on your Arnotts and rest your weary Blunstones as you salute those Iconic Brands that add so much to the Australian way of life