While at Rowland, Rob was engaged by the Australian Government’s Austrade to support the government’s efforts to re-imagine the nation’s brand.
‘Brand Australia’ was being re-considered in the aftermath of the covid pandemic and with the knowledge the country was hosting a series of ‘mega events’ in the coming decade, culminating with the Brisbane 2032 Olympics and Paralympics, all efforts were being made to deliver a consistent brand narrative to the world.
Services provided
- Trend analysis
- Brand & positioning
- Predictive communication advice
- Sentiment reporting
Using data to re-imagine the nation’s brand, taking our country to the world
Using artificial intelligence platforms to harvest hundreds of millions of global references to the country, we were able to put commentary into context to understand not just the topics related to Australia but the positive, negative and emotions related to them.
To act as a guide, we considered unprompted commentary that aimed to minimise any bias in the findings before considering specific agrifood lens to understand what food and beverage exports may be considered ‘iconic’ to Australia (like Champagne is to France).
By assessing broad trends in Australia perceptions, it allowed us to put all commentary into perspective. In addition the report benchmarked commentary towards other countries to further demonstrate branding opportunities that Australia could capitalise on.
Critically, our findings concentrated as much on what was ‘not being said’ as opposed to the common references. This allowed the Government to consider the unique attributes other countries weren’t owning.
