Part 1: Globalisation and the "Australian Made" brand

Companies that thought they were future-proofing themselves by providing quality Australian made products and services to a loyal, discerning public, are now finding themselves competing against cheaper and often inferior imports. Manufacturers and suppliers relying on a home-ground advantage are finding very little support from their fellow Australians, who are opting for price over loyalty.

The reason is simple. The "Australian Made" or "Buy Australian" brands are familiar, but actually hold little brand loyalty with the consuming public outside of food. The consumers have shown by their support of "cheaper" buying, that there is no preference for Buy Australian.

Business Australia, the Government, have let this opportunity to improve their position against imports, slip through their fingers. On the other hand, investment into "Australia" in sports, has been fully realised by promoters and sporting associations for years. Topped up annually with some $160 million of additional funding by tax payers into elite sports, the brand "Australia" as far as sports is concerned has that loyal public following.

Sport, accounts for at most, 4% of GPD. Manufacturing instead has slumped 25% to just 5% of GDP. Export goods and services still account for 30% of GDP. Why is there not the same rigorous investment into the "Australian Made" brand to assist the business sector with its brand loyalty? If we don't grow our brand loyalty in "Australian Made", consumer spending will continue to be skewed towards imports and supporting business in other countries instead of here. We need to lift our exports. Improving brand loyalty in "Australian Made" will service this need as well. (link to full report)

Just over two years ago Monika Evers left her Collins Street practice to go into a kind of "semi-retirement" in Bendigo while she wrote her book. During that time she received more than an insight about brand loyalty, after a long career spent in launching brands. She described it as:

"You know a room intimately through touch and feel, then one day you uncover the light switch and instantly it's all clear."

Her book is now written. Her brand consultancy is once again back in full swing. Brand loyalty has received a makeover. Over the next few months you will see articles and perspectives on brands and brand loyalty in a new light. Subscribe to our Evers Report so you too, can be kept informed.