Business with Australia: Play down the Kiwi bit

In the third of a six part series on Kiwi companies exporting to Australia, Bella Katz discovers that it pays to play down the Kiwi heritage when positioning in Australia.

One of the things New Zealanders do well is laugh at themselves. Maybe it’s part of that mythical tall poppy syndrome, or maybe cynicism is in the water. Whatever it is, we can all appreciate the things that are ‘world famous in New Zealand’, like L&P and the big sheep in Waikato.

The thing is, a lot of Kiwis and Kiwi businesses really are world famous, so it’s tempting to think the New Zealand story is critical in building a world class Kiwi brand (or a world class Kiwi). But given Australia is so close to New Zealand and shares a lot of the same DNA, does that connection help or hinder business development in Australia? …

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