The Australian government is spending A$20 million on creating a new Australian brand… well, where to begin such a task?
As New South Wales talk back radio man Leon Delaney says in his blog, it’s close to mission impossible. “Just what is the Australian national “identity”? How is it characterised? We have such a diverse range of cultures and ethnic groups intrinsically tied up in the Australian experience that we can’t even pick out a national costume for our Miss Universe entrants to wear on the catwalk. Should our new brand image highlight our indigenous heritage, our colonial and convict history, our cultural, sporting, and scientific achievements, or somehow attempt to incorporate them all?”
Perhaps we need to take a cue from New Zealand here, and use a silhouette of our country’s landmass. If that doesn’t say Australia what does?
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