Maybe it’s one of the uglier faces of the Aussie character, Australians seem to gain from watching extremely successful people being played low.

It has been acknowledged, though, this is rarely a circumstance suffered by elite group of sports stars, but can this for business also.

In fact it is to do with more adorable Australian traits. A lot of Australian habit was contrived through hardship. Australia’s popular poem; A Sunburnt Country by Henry Lawson is fine testimonial to this view. The early settlers had a tough life and till date its the “Working Class” who is more looked forwared as the true Aussie hero. Australians has some kind of odd feeling when they spot rich and successful poeple,  flashing their money. This is supported by an natural suspicion that the wealth acquired by them was by taking advantage of their fellow man. Maybe that’s why sportsman or sports stars are more honoured, since they know the basis of their success.

So how does this connect to marketing? Well Successful brand marketing is completely about making a far-flung consumer intimacy with the brand. And contrary to  other civilisations, Aussies aren’t prospective to fall in for brand because of a intention of elitism. An executive from Blackcode Advertising that does business in various part of UK, once emphasized how they follow each step carefully not to offend the local culture to promote their product.

Small and big enterprises in particular should know that simply pushing their brand as “the best” will never work, leave aside being successful marketing strategy. Some of the companies need to demonstrate why their product be termed as good or bad. And if you are going to win over Australians, please keep those reason handy. Big brand owners in Aus need not recreate marketing campaigns which have been successful in the USA or the UK.