DES: So the state of Western Australia is trying to convince the world that it's 'The Real Australia'.
TINA: Not a good idea if you're implying that your fellow Oz neighbours are the 'Fake' Australia.
DES: As one of the world's remotest regions - miles from anywhere - I can fully appreciate 'the real thing' sentiment. But where-oh-where in its vastness should Western Australia look for its big brand idea?
TINA: By digging a tad deeper into the psyche of its people. There it will discover a simmering cultural cauldron - the basic human yearning to capitalise on its relative isolation and independence.
DES: And as Australia's most productive-per-capita state - thanks to its frontier exploration & mining capability - the thoughts of inter-dependence takes on an overarching importance.
TINA: It just so happens that Western Australia is the southern hemisphere's biggest statoid - a rather inelegant description of an administrative area within a country - but a powerful idea nonetheless - bigness - which the state of Texas, USA built its reputation on.
DES: So the words - biggest, isolated, frontier, exploration, and inter-dependent - are the clues to finding this great state's future-focus.
TINA: But at the same time it should start thinking about giving itself a new nickname - Aussies love nicknames - by playing down its unemotional compass name - Western - as well as its anonymous initials - WA (See Footnote: Sandgropers).
DES: I agree. 'Western Australia' is a weak brand extended name and therefore relies heavily on the main brand - Australia - for its future success.
TINA: And as we all now know, Brand Australia is sadly failing to show itself 'in a different light' to the rest of the world.
DES: As for initials, lesser-known destinations tend to fall into the trap of 'what's good for the well-known brands is good enough for us'.
TINA: They forget that the USA, UK and LA are constantly in the media spotlight and their initials have been burned into the consciousness of the global market - thanks to the mega media brands: Hollywood, CNN and the BBC.
DES: No such luck for PNG, BVI or TCI (See Footnote: Initialitis).
'Brand' the Marketect says:
"Upsetting your neighbours is not to be recommended, especially when you need their co-operation, as well as their business in the foreseeable future."
(See Footnote: Stockholm)
Sandgropers is the current nickname for Western Australia and was inspired by a close relative of the grasshopper who loves to burrow in sandy soils.
PNG: Papua New Guinea
BVI: British Virgin Islands
TCI: Turks & Caicos Islands