Last month we began writing a regular column on branding for The Melbourne Review. This first of our articles begins an exploration of the state of ‘brand Australia‘.
Yes, we escaped the financial meltdown of 2008 relatively unscathed – but to a large degree, this was gifted to us by the strength of the current resources boom. However, the resulting two-speed economy is, by default, shaping significant industry re-structuring.
The booming resources-fueled Australian dollar is also beginning to shape our future. Exporters and import competing businesses are finding it more and more difficult to compete, simply because whatever previously defined their competitive edge has been significantly discounted. In terms of foreign trade, the two star performers, education and tourism, are being seriously squeezed.
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