Not so fairdinkum
Mark Ritson ruffled some Antipodean feathers with his recent column suggesting there is a lack of innovation among Australian brands. Read the column online at MWlinks.co.uk/AussieBrands and see comment extracts below:
Instead of Terry Leahy’s ego trip to the US (which will inevitably fail – watch this space) Tesco should have internationalised into Australia, where there is great opportunity, according to Mark Ritson, to gain market share and gain it rapidly. Tesco missed a trick here.
The international brands Mark Ritson mentions as ‘dodo-eaters’ are all Western retail brands. What about the impact of brands from other sectors (for example, in the automotive sector, Toyota vs Holden)? And what about the future impact of Eastern brands from China and Japan?
Interesting article with some great points, but I guess we should not be complacent as, despite an article in Marketing Week in March suggesting that the UK is a centre of marketing excellence (MWlinks.co.uk/MarketingExcellence), I see less and less UK-owned brands leading the world…
Alan / Bloater999
Let’s be honest Mark, branding is a way of creating unnecessarily high prices in largely dull categories for business owners obsessed with growth. They are only necessary when there’s so much shit on the shelf that the consumer needs help.
In a land of low unemployment, endless beaches and the sun always shining, who the hell needs it? Brands don’t exist in my vision of paradise, and the Aussies are better off without them. There, I’ve said it.
Mark Ritson says:
Agreed Al (mostly). But that all falls apart when overseas brands start to enter. I’m sure the dodos were very happy before the lions turned up.