Full details of a media release filed October 17, 2009 announcing the best music brands in Australia:
AC/DC, THE WIGGLES AND NICK CAVE - NAMED AUSTRALIA’S BEST MUSIC BRANDS OF 2008
· Controversial report also names Delta Goodrem and Peter Garrett as ‘damaged’ brands
· Top 15 list revealed – who’s in, who’s out and why (following this report)
STRICT EMBARGO SUNDAY 19 OCTOBER
As the country readies itself for the 2008 ARIA Awards, a controversial branding report released today has revealed the best musical brands in the country are in fact non-ARIA nominees, AC/DC and The Wiggles.
The country’s leading brand agency, Belong, has used its highly regarded BE Brand methodology to evaluate Australia’s greatest artists and name the top 15 musical brands of 2008.
Belong chairman and author of bestselling book ‘BE Brands’, Simon Hammond says the BE Brand methodology looks at the notion of ‘Belief’ as the major factor in brand longevity and power.
“We have long maintained music offers the most clues for business, as belief is the predominant driver in ‘real’ rock acts,” says Hammond.
“Great music brands don’t try too hard, they just are.”
With that in mind, AC/DC and The Wiggles beat the legendary Nick Cave who came in at number three according to Belong.
Kylie Minogue came in fourth place (who Cave was credited with reinventing in the 90s) and at fifth came Australian of the year, country star Lee Kernagan.
In places six through to ten were The Veronicas, Powderfinger, highly political The Living End, global icon and ARIA Hall of Fame inductee Rolf Harris and veteran balladeer Paul Kelly.
Eskimo Joe, new electro rock sensation, The Presets came just out of the top 10 with Jimmy Barnes, Kasey Chambers and Silverchair rounding out the list.
The BE Brand methodology evaluated Australia’s leading musical brands of 2008 via the three BEs – Belief, Belonging and Behaviour.
The study of the music industry was compiled to help Australian businesses better understand consumer connection.
“These top 15 musical acts all have a strong central Belief that people are attracted to and want to belong to. The incomparable emotional behaviour that fans express is the very thing business would love to bottle,” says Hammond.
“We look at whether the artist is a living, breathing delivery of a clearly articulated belief. We look at the consistency of the brand and the reaction of the public to it. Clearly sales do matter, but they’re not the only measure in our view. Building a great brand will always lead to success, but as in the case with Nick Cave, it can take time.
“We look for substance because ultimately that leads to brand longevity and deep loyalty in consumers. Substance is also the opportunity for all business as we are gripped by tough times.
“AC/DC live the great Australian psyche of battling. They work hard and play hard. They’re real, they’re tough and they have shown ‘it’s a long way to the top if you want to rock’n’roll’.
“The Wiggles can’t be ignored and the purple wiggle (Jeff) should be up there with Angus and his school uniform. There’s little difference. They both dress up. It’s just that one falls asleep a lot!
“Then there’s Nick Cave, the mystery brand, the cool brand, the outsider brand. We’d all love to be inside his head.”
The report also warned of brand damage slamming Peter Garrett, and downgrading Delta Goodrem, Vanessa Amarossi and Keith Urban’s brand power.
Interviews
Drew Lambert at (02) 9775 7080 / 0425 200 606 or Ben Rawling at (02) 9775 7000 / 0424 644 518
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About Belong and Simon Hammond
For more than two decades, Simon Hammond has pushed the boundaries of traditional thinking to provoke creative change within Australian business. From his early career as an investigative journalist to today, as a successful corporate director, Simon has consistently defined the real drivers of social change and consumer behaviour.
In recent years Simon’s social insights have made him a sought-after social commentator and motivational speaker. Rejecting the tag of ‘futurist’, Hammond describes himself as a ‘nowist’ with his telling observations of mainstream behaviour challenging many accepted conventions and throwing new light on the disconnection between society and business today. He targets increased political correction, complex corporate governance issues and the information explosion as enemies of brand connection.
Passionate on brand connection, Simon’s radical new advertising and branding methodologies are currently being used by some of Australia’s top companies. His Social Insights program and keynote addresses are in huge demand across Australia for their ability to challenge executives and teams to think differently about consumer connection, team culture and brand uniqueness.
Belong remains Australia’s most progressive brand agency – dedicated to creating stronger, more profitable brands by establishing what a business stands for (Belief), ensuring people want to be part of it (Belonging) and achieving consistency of delivery at every touch point (Behaviour).
Its trademarked and proven processes ensure businesses define their emotive positioning, create their brand essence and form the communications platform on which all executions are built.
THE LIST – AUSTRALIA’S GREATEST MUSICAL BRANDS, 2008
1. AC/DC – We know what they stand for; ‘it’s a long way to the top if you want to rock’n’roll. Consistency, hard working and hard playing – the Aussie battlers. This defines the Australian dream that you can get to the top, no matter who you are, if you stick to it and be yourself. The brand AC/DC is power personified from any angle. Their belief, rock and roll, is just who they are. The world continues to want to belong after all these years, and new release albums continue to explode. Check their behaviour and look at how fans interact with the band.
2. The Wiggles – Sorry, but this is a mega BE brand. Since 1991, these ex pre-school teachers and rock band members believe in combining music and theories of child development in their videos, television programs, and live shows. The group has franchised their concepts to other countries, developed Wiggles sections in amusement parks in Australia and the US, and won several recording industry awards. The Wiggles have been called “the world’s biggest preschool band” and “your child’s first rock band”. The Wiggles were named BRW’s top-earning Australian entertainers for four years in a row and earned $45 million in 2007. They have earned seventeen gold, 12 platinum, three double-platinum, and ten multi-platinum awards for sales of over 17 million DVDs and four million CDs. The Wiggles are the ABC’s most successful pre-school television program. Beat that for success based on a belief!
3. Nick Cave – This is the ultimate ‘I’m just trying to be me’ brand. Individuality, do it my way, broody creativity, outsider. More than anything, the Cave appeal is that we want to understand him, but never quite do. He is mystery and darkness. His brand extends into art, poetry and politics. He sticks to his guns and he’s always there, through torment and trouble. This is the Cave brand. One song with Nick and as Kylie found out, it’s instant credibility. A storyteller with a black style, Cave is Aria nominated for his album ‘Dig, Lazarus, Dig!!!’ He’s Australia’s answer to the global greats such as Dylan, Coen and even Patti Smith.
4. Kylie – She perpetuates the dream that anyone can do it. The girl from Nunawading has never tried to be the best singer but she understands, like AC/DC, the importance of hanging in there. Adopted by the gay market and taken under their wing when the general mass market was mocking her, Kylie’s just Kylie.
5. Lee Kernagan – Australian of the year, good bloke, stands up for his mates. He is being the champion for the underdog and his brand is all about ‘I’m here but I haven’t forgotten you’. He is the voice of country Australia.
6. The Veronicas – Cheeky twins Lisa and Jess live their brand of ‘we’re living the dream’ and having a great time. With their own clothing label, two hit albums and a transition from pop to electro dance rock, the Veronicas are a brand larger than life that epitomizes young girls out to have a big time. They have become role models for Australian girls and that has to rate as strong brand power. Their personal lives have been well documented (broken engagements to virgin pop stars, lesbian dalliances, leaked porn images, rock star boyfriends) and have only further catapulted their stardom.
7. Powderfinger – The guys next door. Very real, down to earth, suburban philosophers. Powderfinger stand for the brotherhood and mateship of being in a band. They epitomize the power of friendship and common goals. Bernard Fanning is the reluctant hero, ordinary and no glitz.
8. The Living End – formed in 1994 and led by Chris Cheney, this is the political musical brand, once named heir apparent to Midnight Oil. Heavily influenced by the likes of The Clash, TLE believe in their lyrics speaking for them. They are the band that has a serious voice. They are the brand to watch.
9. Rolf Harris – A hall of fame Aria entrant this year, Rolf deserves a big place as one of Australia’s great musical brands. He owns ‘homely and eccentric’ all at the same time. Not only is he one of the world’s most readily recognised Australians, Rolf is the only Australian-born singer who has been in the British Top 10 in the 1960’s, the 1970s and the 1990s. He stands for a down to earth artistic diversity and Australian-ness few can match. More than anything he believes in doing it his way and sticking to his individual style. He was the first Australian-born pop performer to reach the American Top 3. In Australia he has had number ones a decade or more apart (a rare feat shared with John Farnham, Col Joye, and Slim Dusty). He even made a version of Led Zeppelin’s Stairway To Heaven Top the UK charts. He’s an MBE, OBE, CBE, AM and has been a star performer at four Glastonbury festivals, played didgeridoo and sung on Kate Bush albums and provided Stylophone inspiration for David Bowie on Space Oddity.
10. Paul Kelly –Paul Kelly is the storyteller brand. He sings and people settle in for the yarn. He brings stories to life with evocative imagery and down to earth style. Kelly is the brand of Australian wisdom. Iconic and respected, he’s the person we turn to for an explanation and to make sense of it all.
11. Presets – Powered by ‘my people’ and, ‘this boy’s in love’, Presets are about dance, good times and fun. They have stormed the dance scene since 2003 with a have hedonistic belief in themselves. Their electro music is described as the bridge between heaven and hell, which the duo happily supports. Moody, intense, arrogant, The Presets are a brand about underground cool.
12. Eskimo Joe – Known as the ‘professor of love’, Eskimo Joe lead singer Kav Temperley gives the band their ‘follow your heart’ belief and sets them up as one of the great consistent musical brands in Australia. The girls love the fact that Eskimo Joe sing about and seem to understand love. They are the Australian love band with an edge.
13. Kasey Chambers – ‘Am I not pretty enough’ set her brand for ever more. This battler has been the voice for millions of people who see the brand of Kasey as the brand of real, vulnerable and honest. She crosses from country to pop because her brand talks to people. She admits and describes the pain of life and the joy. Now with Shane Nicolson and Rattlin’ Bones, she continues to tell it as it is.
14. Jimmy Barnes – another of our great battle brands, Jimmy has come out of the blue, as his ARIA nominated album suggests. He’s our survivor. Booze, drugs, the voice and his heart. He keeps going. We like that.
15. Silverchair – A little lost at present but still standing for the power of mateship, sticking together and staying true to your craft. These former child stars from Newcastle hold a unique place in the brand landscape for their story of longevity and the willingness to experiment.
BRAND DAMAGE
· At the top of the list is the sold out Peter Garrett. Here’s what happens when you don’t look after your brand – or maybe the brand was wind and hype to begin with. The baby boomer/X Generation lovers of the Oils hate Garrett selling out. They should take back his ARIAS. He has damaged the memory of the greatest ever musical BE brand, Midnight Oil.
· Delta Goodrem – It goes to show talent isn’t enough. Horrible to say it, but the ill health, comeback and Mr Westlife hasn’t helped her brand. Not sure what she stands for. A little too clean still. Needs to show us the real Delta.
· Vanessa Amarossi – used to be down to earth and attainable. A little confused by her new tough look.
· Keith Urban – Mr Kidman. Say no more.
BE BRANDS Live invitationBe Brands Live shatters the myth that business presentations need to be made of the same boring Powerpoint content we see everyday. Presented by brand expert and creator of BE branding, Simon Hammond, and accompanied by guitarist, Sam Vandenberg, BE Brands Live combines music and business strategy into a show that will leave you wanting more.
Be Brands Live combines music and business strategy into a show that will leave you wanting more. This inspirational 90 minute show takes place in Melbourne at 7.30pm on Thursday, December 10, 2009. Tickets are available through bblive@bastionbrands.com.au
