Things Australians hate about marketing: No. 2: Bragging doesn’t wash

An old Aussie saying goes; “the bigger the hat, the smaller the property”. Aussies really dislike show-offs. One of the first things I learned about the Australian way when I moved here many years ago is that you will never get away with being a snob in Australia. You’ll just end up lonely.

This was in such stark contrast to the country I grew up in where authoritarianism ruled.

If you want to be respected by an Australian, you’ll have to earn that respect. It’s a big part of that famously egalitarian characteristic dating back to the convicts.

If you want to market your professional services, chances are your professional brand will be something of an extension of your personal brand; the face you present to the world as an individual. You’d do well to pay attention to the subtle cues you’re communicating through your marketing.

The American way is to look slicker, wealthier, more successful and better looking than you really are. In Australia they’ll just think you’re a wanker.

So quit using your marketing to feed your ego and try the friendly approach instead.

2011-06-11T06:38:58+00:00 By |

About the Author:

Mark Gibbs has broad experience as a marketing manager and graphic designer. He holds an MBA with a marketing specialisation. Mark runs a consultancy called MadLab: The Marketing And Design Laboratory. Based in Adelaide, he operates around Australia.

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  1. […] even though it may be customary in the U.S. to represent your business in this way. This can make marketing your brand somewhat difficult. It is important to gauge the room and know when talking about a […]

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