Mumbrella360 video: Custodians of the Great Aussie Brand
In the wrap-up of Mumbrella 360 on June 7-9, 2016, we revisit highlights from the annual event.
In this seminar, the marketing heads responsible for some of Australia’s most well known brands share their knowledge on how to protect and build legacy brands and market with integrity.
Panel: Carolyn Bendall, head of marketing – Australia ANZ; Ben Slocombe, marketing director at Lion Beer, Spirits and Wine Australia, Nik Scotcher, marketing director at Arnott’s ANZ at Campbell Arnott’s, and Anthony Xydis, chief marketing officer at ARN, come together in this illuminating discussion moderated by Mumbrella’s own head of events content Camille Alarcon.
The panel addresses some of the big challenges iconic Australian brands face day-to-day, such as staying relevant to modern audiences, keeping visible on an international platform, and, of course, being sustainable.
Amongst some of the topics discussed, the session tells you why nostalgic advertising is the easy way out, how bravery demonstrates unity, and why authentic diversity is key to driving an Aussie brand’s growth.
Timeline:
- 2:23 What goes into creating an iconic Aussie brand?
- 4:23 How to build an iconic Aussie brand within the confines of a corporate product
- 6:29 Having courage in communications
- 6:45 How XXXX Gold went from a Queensland beverage to Australia’s favourite beer
- 7:32 Developing enduring consumer insight
- 9:23 Nik Scotcher on building an iconic brand: the effect of being a young country
- 10:12 How Tim Tams have endured for 50 years
- 10:43 Why nostalgia is the enemy
- 11:33 The challenges of taking Tim Tams global
- 13:10 How ANZ communicates its brand overseas
- 15:49 ANZ’s diversity program and how it impacts marketing
- 22:43 Xydis: Cindy Gallop and creating a balance for men
- 28:27 ARN’s consciousness of diversity and tapping into diversity through content production
- 28:44 Does diversity feature in the Tim Tam Brand?
- 33:36 The KISS brand: Re-branding an Australian broadcast media platform
- 36:00 Question Time
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topics
Anthony Xydis
ARN
Ben Slocombe
brands
Carolyn Bendall
m360 mumbrella360
Marketing
Nik Scotcher
