Breakthrough Brands: The CEO Wrap-Up
By Nathan Birch,
Interbrand Australia CEO
What can other brands take away from the Breakthrough Brands (BTBs) and Ones to Watch (OTWs) in our inaugural report?
When I look at the list, several inclusions are evident: the much-heralded unicorns Canva, Xero, Atlassian and Afterpay. These tech start-ups have crossed the Rubicon of success.
Others, flying below the radar, are deserving of a reminder to us that they are changing the world in their own way. Modibodi, Movember and Mona are just some fantastic examples born in this corner of the globe.
At the risk of overreaching, I tried to put my finger on the common thread between BTBs. And they seem to reflect some uniquely ANZAC traits — pragmatic, stoic and laconic, irreverent in the face of incumbent norms and standards, naturally egalitarian and disdainful of doing the same things as others.
Maybe the ANZAC spirit, defined initially on the battlefields of the First World War, is now being redefined on the battlefield of business? Is it too romantic to suggest that brands are a reflection of the real ambition and enduring characteristics of the country in which they are born?
Another aspect is their enduring purpose to change the world. The need to democratise design for all means Canva is born. The founders’ personal desire to look good on the school pick up and on the yoga mat means you have Pip Edwards’ P.E Nation. Only got 45 minutes for a lunch workout? Here’s F45. A particular problem needs a focused solution.
To a certain degree, one insight in this report is the breadth of products, sectors and services that demanded analysis:
There are particular and niche brands like DoseMeRx in Medtech, Xero in accounting software, and Mona in tourism, who lean into being the best at that one particular thing.
And there’s an exciting trend in leadership. The founders don’t just talk about strong, principle-led and progressive approaches to their leadership, they live it, threading that through the culture of their brands. In some cases, the founders are just as well-known as the brands themselves. Melanie Perkins, Pip Edwards, Kayla Itsines, Mike Cannon-Brookes and Scott Farquhar have much to be proud of in leading with drive, confidence and resilience.
Interestingly, all of our Breakthrough Brands and Ones to Watch this year have a higher degree of female and diverse ownership than the profile of
the ASX.
Many of our brands have a socially responsible purpose: Who Gives A Crap, Thankyou, Allbirds, and Movember are changing the way we treat problems in society.
Movember, in particular, began as a chat between two mates in a Melbourne pub to become a globally recognised brand. The facial-hair-championing charity, along with SWEAT and F45, focus on people’s health — emotional, physical and mental.
It’s a testament to the mentality of Australians and New Zealanders, who seek to prioritise their wellbeing and encourage those outside the region to learn from us.
Sustainability is, of course, a fundamental core theme of our Breakthrough Brands — Allbirds, Who Gives A Crap, Thankyou, and even Atlassian, with their recent announcement about building a sustainable HQ.
And it’s not just about the environment — it’s about employee satisfaction, too, which has never been more critical than in the last six months. Workplace satisfaction through flexibility, empathy and enjoyment of working for a brand will be critical in the future.
Many brands talk about themselves in with a degree of informality, friendliness and a “Don’t take the job too seriously” tone. While it’s not quite ‘lovable larrikin’ in personality, it comes close.
Finally, there’s one particular Breakthrough that caused much debate in the team — arguably the Breakthrough Brand in the region over the past few years.
A hugely positive force on the world stage, which will leave a lasting impression, and embodies the very essence of the rationale for publishing this report.
We might have had trouble shoehorning this brand into the criteria, but it’s more worthy of a mention than many.
And that’s the Prime Minister of New Zealand: Jacinda Ardern.
From relative obscurity to a globally recognised leader, Jacinda Ardern is making an impact on the world stage. From the pragmatism of juggling the biggest job in NZ with motherhood, to the empathy she showed in the face of last year’s mosque shootings, to the decisive leadership she exhibited at the beginning of the pandemic.
The presence, trust, and distinctiveness she’s demonstrated have elevated her brand, and the great country that she represents, into a truly Breakthrough Brand in 2020.
