Have Australian Brands lost their edge?

Corporate Australia needs to (re)find the confidence for creative flair and not be afraid to be unexpected. Charlie Rose explains.

Australian brands used to have the confidence to be unexpected. Weird and wonderful ideas and executions stuck in your mind, like a stone in your shoe. Who can forget Louie the Fly or the Smith’s Chips Gobbledok?

But today, Aussie brands are better known for playing it safe. For being cautious and careful with their brand assets.

A recent survey conducted by quantitative research consultancy The Navigators found high-profile assets of Australian brands still trail behind the well-worn brand codes of yesterday in terms of memorability.

The survey quizzed Australian consumers about brand assets including logos, characters and even colour schemes.

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Read the full article on AdNews

Charlie Rose is Strategy Director at Principals

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