Working together to build our Nation brand
Private and public sector are joining forces to create the best brand for Australia. Read on to find out how Australians are coming together to develop our Nation Brand.
Australia's Nation Brand Advisory Council
Strategic advice and leadership
Top row, L-R: Andrew Forrest AO, Christine Holgate, Mike
Cannon-Brookes, Wesley Enoch, Jayne Hrdlicka, Alan Joyce AC
Bottom Row, L-R: Bob East, Stephanie Fahey, Rod Jones, Edwina McCann,
Glenn Cooper, Michael O’Keeffe
Some of Australia’s brightest business minds are leading this initiative on
behalf of all Australian businesses and industry. Each brings unique
insights to how the Nation Brand will resonate across industries and in
markets around the world. See who’s in the Australia’s Nation Brand Advisory Council.
Nation Brand Expert Working Group
Branding and creative strategy guidance
Top row, L-R: Joe Pollard, Ben Lazzaro, Stephanie Tully, Daniel Stacey
Middle Row: Susan Massasso, Susan Coghill, Tanya Bowes, Andrea Pearman
Bottom Row, L-R: Amy Glancey, Harold Mitchell AC, Lisa Sharp, Adam Ferrier
When creating Australia’s biggest brand, we need Australia’s best marketing brains. The Brand Expert Working Group stretch and test creative strategies and activation ideas, to ensure Australia’s Nation Brand will be robust, resonate across different industries, and be delivered in the best way to support all Australians. See who’s on the Brand Expert Working Group.
We listen to
We’re working closely with industry, government, and community groups at
every step as the brand is evolved. Through research and testing, industry
consultation is shaping how Australia’s Nation Brand can support
Australia’s growth and global competitiveness.
Industry engagement forums
Right from the start, industry insights have fed the creation of
Australia’s Nation Brand. Industry Engagement Forums were held face-to
face-and online nationally, through June and July 2018.
The Industry Forums gathered insights from Australians about what matters to stakeholders, how they regard the opportunity of nation branding and what they want to see from Australia’s Nation Brand.
FORUM KEY LEARNINGS
Creative work testing
To help select the Nation Brand’s creative agency, shortlisted agencies’
creative work were qualitatively and quantitatively tested with over 8,700
people, domestically and internationally. In addition to agency selection,
the results gave some critical insights into developing the right nation
brand for Australia.
The brand concepts were assessed by respondents in China, India, Japan,
Indonesia, South Korea, UK and US, and went through semiotic and cultural
analysis by experts in China, India, Indonesia, Japan and South Korea. They
were also qualitatively accessed by over 100 community members and
businesses in Australia, representing a cross section of industry and
CREATIVE KEY LEARNINGS
Recommendation and Government response
Australia’s Nation Brand is the result of extensive research and collaboration between Austrade, cultural organisations, federal, state and territory governments, brand experts and the Brand Advisory Council which resulted in a Recommendation from the Brand Advisory Council and a Government Response from Senator the Hon Simon Birmingham, Minister for Trade, Tourism and Investment.