A presentation delivered to the Australian Marketing Institute Conference in 2008

1. In search of
Australia’s
most authentic
brands

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. In search of Australia’s most authentic brands 23 October 2008
Inauthentic
people
www.authenticbrandindex.com

4. In search of Australia’s most authentic brands 23 October 2008
Authentic
people
www.authenticbrandindex.com

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. In search of Australia’s most authentic brands 23 October 2008
Authenticity
drivers
www.authenticbrandindex.com

7. In search of Australia’s most authentic brands 23 October 2008
Overachievers
www.authenticbrandindex.com

8. In search of Australia’s most authentic brands 23 October 2008
Predictors of
overachievement
www.authenticbrandindex.com

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. In search of Australia’s most authentic brands 23 October 2008
Examples
of high
authenticity
brands
www.authenticbrandindex.com

11. In search of Australia’s most authentic brands 23 October 2008
Leveraging
heritage:
Vegemite
www.authenticbrandindex.com

12. In search of Australia’s most authentic brands 23 October 2008
Creating
heritage:
Billabong
www.authenticbrandindex.com

13. In search of Australia’s most authentic brands 23 October 2008
An absolute original:
Google
www.authenticbrandindex.com

14. In search of Australia’s most authentic brands 23 October 2008
Beware the
middle of
the road
www.authenticbrandindex.com

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. In search of Australia’s most authentic brands 23 October 2008
Driving sincerity:
Bunnings
www.authenticbrandindex.com

17. In search of Australia’s most authentic brands 23 October 2008
A beliefs driven
renaissance:
Westpac
www.authenticbrandindex.com

18. In search of Australia’s most authentic brands 23 October 2008
Driving Westpac
reappraisal
www.authenticbrandindex.com

19. In search of Australia’s most authentic brands 22 October 2008
Conclusions
www.authenticbrandindex.com

20. In search of Australia’s most authentic brands 23 October 2008
It all starts
with clarity
of purpose
www.authenticbrandindex.com

21. In search of Australia’s most authentic brands 23 October 2008
Embed your
brand in the
business
model
www.authenticbrandindex.com

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. 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