Friday 16 July 2010
Using the BE Branding methodology, Bastion has rated the country’s top brands, assessing the belief of a brand, whether customers feel a sense of belonging and the subsequent behaviour shown to the brand and by the brand.
The BE Brands audit celebrates the purity of great branding and should act as a wake up call for the scores of bland corporate businesses that lack customer connection.
We believe the best corporate brands, such as Apple, Google, Virgin and Bunnings are those whose customers feel they can BE a part of.
In pure ‘BE branding’ terms, the Hell’s angels bikie gang is hard to beat. This is not a measurement of financial success or morality, but rather pure brand power. Business makes the mistake of ignoring the Hell’s angels, the Catholic church or the Collingwood Football Club, but they hold strong lessons on how to build true brand.
The great brands have a clearly understood belief, they enjoy a strong sense of belonging from their followers and they dramatically affect behaviour. Not all of these brands want to sell stuff – but they sure as hell could.
Australia’s Top 10 Brands:
1. The Salvation Army
2. Hell’s Angels
3. Apple
4. Google
5. Collingwood FC
6. Bunnings
7. Virgin
8. The Catholic Church
9. ABC
10. Bra Boys
The 2010 report began with more than 1000 brand interviews by THINK global research, before a more qualitative review and evaluation was conducted based on BE Branding criteria.
A business’s BELIEF, BELONGING and BEHAVIOUR are the key to customer connection and loyalty.
Popular brands voted by the consumers, were carefully evaluated for what they stand for, not merely for their awareness. We found that while many brands were well known, when we dug into them, they were not well liked nor were their beliefs understood.
People name the likes of Qantas, Telstra, Coke, and McDonalds out of sheer presence in the market, but when asked, either they can’t articulate what they stand for or the brand doesn’t deliver a belief consistently. This points to the difference in awareness and loyalty. BE brands have amazing loyalty, even if they are little known.
It’s why the surfing Bra Boys out of Maroubra are on the list. Love them or hate them, you know what they stand for and people are passionate about belonging. Their My Brothers Keeper fashion label and hit documentary is evidence they have a big tribal following.
Some smaller Australian brands are also showing the way such as T2, Smiggle, Boost and Alannah Hill and found themselves in the top 20. These businesses understand emotion and storytelling.
You know what they stand for, not just what they sell. Powerful brand loyalty, belonging, is about emotive connection; that only comes from shared beliefs.
Full list of top BE brands:
1. SALVATION ARMY. The big winner is the brand everyone understands, relates to and wants to support. This rated high with consumers and high with the experts. In tough times, this brand’s core belief really seems to connect.
2. HELL’S ANGELS. Here’s the epitome of a great brand. We know what they stand for, brotherhood, freedom, life beyond the law; we know they’re a tribe and take their belonging very seriously. Indeed we can see who belongs by their colours. And we have a damn good idea of what their behaviour is going to be if prompted. Say no more.
3. APPLE. It exists to help us think differently. And what a year. iMania is now official. Experiential stores where staff passionately play with you, new products that create three-block queues, a central belief that powers all it does and that denote my tribe. And of course the new ipad.
4. GOOGLE. Well and truly back in the hunt as Google gained more relevance in the market, due to its stand in China and other high profile activities. Chinese loyalists laid wreaths of flowers as it departed their country.
5. COLLINGWOOD FOOTBALL CLUB. The army of people who belong to arguably Australia’s greatest club continue to grow in belief and passion.
6. BUNNINGS. Shot into the top 10 as Australians flock to this brand for its simple belief that you can DIY and nest in comfort.
7. VIRGIN. While the profits slide and the boardroom quivers, the experience hasn’t waned. That’s some belief! We still love the irreverent announcements, the fun flight attendants, the powerful communications and the brand consistency
8. CATHOLIC CHURCH. Stronger as a brand in uncertain times as people look for belief that can give comfort.
9. ABC. People reported having major connection with this trusted brand. It also rated well for its belief in independent entertainment.
10. BRA BOYS. Few could deny the power of this ‘brand’ and while it wasn’t put forward without prompt, when the idea of this well known surf gang was discussed there was enormous respect and clarity about what it stood for, the loyalty of its members and the predictable behaviour of its tribe.
11. DOVE. The YouTube phenomenon and belief that our perception of beauty is wrong has begun to wane but this brand remains, in the judges eyes particularly, as a monolith in the new era of BE brands. 5 million women have attended their self esteem courses…this is what happens when a brand stands up for something.
12. QANTAS. It has enjoyed a resurgence in popularity and relevance with its World Cup sponsorship and consistent ‘Still Call Australia home’.
13. HOLDEN. It seems the idea of Australia’s local car maker remains strong with people. Meat pies, kangaroos and Holden cars.
14. THE BODYSHOP. This brand is still training its people to believe in what they do. Test it some day. You’ll be amazed.
15. T2. Still great belief in the art of teas, lived out in every store experience.
16. NIKE. As the web takes over, this global brand still believes in the creed of ‘just do it’ and has survived the onslaught of negative press to emerge stronger and more committed to its beliefs. It has to be one of the great symbols of this generation
17. BOOST. The devotees of this amazing fruit juice brand remain passionate about what it stands for and how this fun is delivered in a consistent manner by the well trained Boost youth army.
18. FREE HUGS. Still powerful with our judges but somewhat overlooked by consumers even though this humble brand now exists in over 80 countries. Hundreds of thousands have hugged Juan Mann in Pitt Street Mall.
19. MOLESKINE. 14,000 outlets, 53 countries, 65% through bookshops – all based on the belief that this notebook was the same used by the great writers and thinkers of history. A beautifully told story about the belief that something crafted is worth paying for because of how it makes us feel. Getting bigger and more diversified with city guides added.
20. HARLEY-DAVIDSON. The latest ‘Screw it lets ride’ campaign maintains this awesome belief brand. A brand that doesn’t make sense and we love it.
Others who came close:
Circus Oz, Hillsong church, Lush, AFL, Sunrise, RM Williams, Peter Alexander.