22/07/2010 - 00:00

Branding – a little bit personal

22/07/2010 - 00:00

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WESTERN Australia’s best personal brands have remained largely the same during the past year, with Fiona Stanley again coming out on top of WA Business News’ branding survey for her list of achievements and opinions, and high public profile.

Branding – a little bit personal

WESTERN Australia’s best personal brands have remained largely the same during the past year, with Fiona Stanley again coming out on top of WA Business News’ branding survey for her list of achievements and opinions, and high public profile.

Medical pioneer Fiona Wood joins Dr Stanley on the personal brand list alongside mining tycoon Andrew Forrest, Wesfarmers chief executive Richard Goyder and chairman of NAB and Woodside, Michael Chaney.

Results over the year weren’t entirely unchanged, however. While some state politicians have suffered damaging blows to their personal brand this year (think Troy Buswell), Premier Colin Barnett has joined the list of top personal brands for the first time this year.

Those in WA’s marketing and advertising industry surveyed said it has been the premier’s clear plan and vision for the state and his pro-WA approach to fending of Canberra’s reach into WA’s wallet that had helped his personal brand.

“It is hard not to mention the premier of WA in what has been a series of good months for a government that has little talent within its ranks. Being a lone liberal premier challenging the federal government on health reform and the RSPT, his influence and impact cannot be denied,” media consultant Nic Hayes said.

Dr Stanley remained as the top personal brand in the eyes of creative agencies, with those polled saying it is her wide respectability and unquestioned commitment to improving children’s health that gives her the lead personal brand in WA.

Creative industry heads said Andrew Forrest, who is ranked as number four on BRW’s rich list, increased his personal brand during this year’s mining tax fight.

“The mining super tax and his influence in a change of leadership has to make him number one, whether you agree or disagree with the tax,” Bright Communications director Janine Pittaway said.

Cooch Creative director Mick Colliss said Mr Forrest’s personable nature was one of the qualities contributing to his highly recognisable personal brand.

“He probably finds $100 notes down the back of his couch, but his hands-on approach to his business makes him seem like he’s one of us. I don’t think I’ve ever seen him in a suit and he’s prepared to stand up for what he believes in,” Mr Colliss said.

Several media personalities made the grade this year with Nova 937 radio hosts Nathan and Nat, and sports personality Dennis Cometti, being named as some of WA’s top personal brands.

 

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