BAV’S “CULTURAL RANKINGS” TOOL CAPTURES A SNAPSHOT OF CONSUMER MINDSET AND MARKET CONDITIONS MEASURING KEY BRAND DIMENSIONS THAT MATTER, FROM TRUST TO INNOVATION TO SOCIAL RESPONSIBILITY
When combined with other market-specific brand associations, the tool helps contextualize a brand’s cultural role, guiding marketplace positioning.
Brands rated as “High Quality” tend to have higher advocacy, pricing power, and respect in the marketplace. Quality is an expectation for strong brands, and it’s a trait that consumers have come to expect from iconic Australian products, like Arnott’s biscuits or Qantas airlines, both of whom are strong ambassador brands for the nation.
However, quality has no impact on “Brand Strength”, which is the top indicator of growth potential and momentum in BAV analytics. Brands that continue to sustain success embody the quality associated with Australia. Globally, Australian brands are associated with a sense of adventure.
Another top indicator of Brand Strength is the “Daring” attribute, which has a unique meaning in Australia relative to other markets, and is related to attributes of “Fun” and “Progressive” rather than “Perceptions of Risk” or “Unapproachability”. As a result, brands that can deliver on Quality while maintaining Daring perceptions are well-loved, and earn 85% higher top preference (compared to peers), are perceived as 115% trendier, and are named ‘Best Brand’ 158% more often than the rest of the brandscape.
Two brands in particular have captured attention for their ability to deliver both quality and daring: JB HiFi and Boost Juice.
JB Hi-Fi (JB) was established in 1974 by Mr. John Barbuto. He had one simple philosophy: to deliver a specialist range of Hi-Fi and recorded music at Australia's lowest prices. In October 2003, JB Hi-Fi was floated on the Australian Stock Exchange. Today, JB is one of Australasia's fastest growing and largest retailers of home entertainment while maintaining Barbuto’s original philosophy. JB sells a lot of high-end electronics equipment. Yet it defies logic. It looks like a jumble sale!
JB has albums, videogames, and dvds all over the store, along with featured brand areas. Store pathways are narrow, and the in-store signage uses typeface that looks like it has been done in felt pen. The catalogues look like they have been cut and pasted by school kids. When JB occasionally runs TV ads they are simply rushed shouting of promotional offers.
In typical Australian “Daring” fashion, managers in the past have been known to describe the store in the following affectionate terms: ‘We are like a family run Fruit & Vegetable store that employs punks’. Those young punks are exceptionally well-trained in providing service and well-informed on their products. The company knows that many consumers conduct a lot of online research before they come into the store, so well-trained, friendly, and knowledgeable salespeople are essential. This very strong service-driven culture and apparent chaos in-store is clearly at odds with the premium nature of the products, but it is the juxtaposition between the two that make JB Hi-Fi’s daring approach to retail a win.
Taking risks is in Boost Juice’s DNA; founder Janine Allis started the juice bar from her own kitchen after feeling uninspired by existing fast food options. Starting as a mother of young children with no business experience, Allis had a vision of a lifestyle-led brand with a commitment to fresh and natural ingredients. It was a daring move; even banks were hesitant to fund the venture. Unafraid, Allis raised funds through friends. And despite the odds, one shop quickly turned into over 500 locations worldwide, and Boost Juice has become and continues to be one of the most iconic Australian brands.
Despite huge expansion, the brand hasn’t lost its original Daring spirit. True to the Australian spirit, Boost Juice engages its fans with silly and humor, i.e., silly content filled with puns and culturally relevant jokes. One popular theme was “Bitcoin-themed sweepstakes”.
In the competitive world of fast food service, brands often tout their functional benefits, “cheap, fast, and convenient”, but Boost Juice lets the product and service speak for itself while letting the brand’s vision shine. This approach adds dimension to Boost Juice’s brand positioning and proves that brands can be daring without sacrificing the perception of quality.