Brand Desire to be debated by agency chiefs, Unilever marketing director and radio star Wippa
M&C Saatchi and sister brand consultancy Clear are to curate a session at Mumbrella360 which will share the results of a 22,000 respondent study examining what creates, destroys and sustains brands in consumers’ eyes.
The panellists for the session – titled Who Wants to be an Australian Icon? – include Unilver’s marketing director for deodorants Ian Bell, Michael “Wippa” Wipfli who co-hosts radio station Nova’s Sydney breakfast show, Clear MD Alan King and M&C Saatchi MD David Whittle.
The Global Brand Desire study was carried out across Australia, USA, UK, Germany, India, China, examining 500 brands across 23 product categories.
The session will explore whether there are rules in creating “brand desire” among consumers. According to Clear: “Put simply: we like brands that are like us: down to earth, pragmatic and optimistic. We’re big on substance not style. Hence why the desire for Vegemite in Australia is more than that for Louis Vuitton, Chanel and Porsche combined.
The panel will discuss a series of recent ads and marketing activations and survey the audience on how each execution stacks up against the brand desire rules. The assessments will display instantly via a real-time survey tool.
Mumbrella360 takes place on June 6 and 7 at the Hilton Hotel in Sydney. Tickets are on sale on the Mumbrella360 website.
Wippa was a recent guest to Mumbrella House when he posed as a potential intern in an interview with Mumbrella managing editor Robin Hicks.
Tim Burrowes founded Mumbrella in 2008. He worked on Mumbrella until 2021. At various points he was editor, content director and editor-at-large.
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“M&C Saatchi and sister brand consultancy Clear are to curate a session at Mumbrella360″……….why is it that everyone has to “curate” everything today? Can’t they “devise” it? Or create it? Or direct it? Presumably, Saatchi will take this Mumbrella 360 session and put it in a glass box in a museum. Unless as I suspect, “curating” has become a euphemism for wanking. Anyway I’m off now – I have to curate a meeting…..
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Perhaps Vegemite is ‘desired’ more because it’s about a millionth of the price of any of the other three brands, and needs to be bought regularly.
The purchase habits around the product (and the price) have been completely ignored.
If you ask people whether they’d prefer a stinkin’ jar of Vegemite over a Porsche, pretty sure I know what they’d say.
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