Ned Kelly

Tranter, Bruce; Donoghue, Jed

doi:10.1177/1440783309355063

Cited by 16 publications

(7 citation statements)

References 20 publications

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“…The brand of Bridge Road Brewers in Australia is humanised as it draws upon stories about the local 'bushranger', Ned Kelly. To many, Ned Kelly is a hero and a symbol of Irish-Australians' resistance against the AngloAustralian ruling class (Tranter & Donoghue, 2010). Ned Kelly's fight against the ruling class is central to the brand narrative.…”

Section: Heroes From a Sopmentioning

confidence: 99%

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Hede

Aleti

2013

Journal of Marketing Management

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2Leveraging the human side of the brand using a sense of place: case studies of craft breweries AbstractIn order for consumers to emotionally connect with brands, brands must be transformed from inanimate entities into the realm of acquiring human characteristics. Following a review of more than 1000 breweries from online sources and beer companion books, we explore how a sense of place, derived from myths, folklores and heroes, enables marketers and consumers to co-create narratives that humanise brands. We add to the theory on brand humanisation as we conclude that a sense of place offers a novel, and different, approach to humanisation strategies based on anthromorphisation, personification and user imagery, but can also operate in tandem with them. Further research is recommended to understand how and why consumers respond to branding strategies that use a sense of place to humanise brands. Summary of statement of contributionThis exploratory study adds to the body of knowledge on how brands are humanised. It demonstrates that, at least in relation to craft breweries, a sense of place offers rich material for the creative content for brand narratives. In addition, we suggest that a sense of place has the distinctive advantage of allowing both marketers and consumers to create narratives with potential to humanise brands. 3Key words: brand humanisation, sense of place, brand narratives, anthromorphisation, anthromorphic marketing 4 Leveraging the human side of the brand using a sense of place: case studies of craft breweries Developing a relationship between a brand and consumers is achieved when consumers connect with brands in an emotional manner (Fournier, 1998). As brands are ostensibly inanimate objects, this can only occur when brands are humanised (Aaker, 1999). Thus far, the literature in this field of marketing suggests that brands are typically made human-like via anthromorphisation, personification or user imagery (Aaker, 1999). For example, in the case of Trip Advisor, the brand is humanised via anthromorphisation when physical human characteristics are overlaid onto the owl. In comparison, Jamie Oliver's personal attributes personify the Jamie Oliver brand, and in the case of Marlboro, images of the typical users of the brand are used in promotional collateral to help consumers identify with the brand.Brand humanisation strategies around anthromorphisation, personification and user imagery are, to a large extent, implemented and controlled by the marketer. In this context, consumers have a limited capacity to extend, or personalise, brand narratives.This contrasts sharply with the increasing levels of participation consumers now experience in consumption (Ahonen & Moore, 2005). In this paper, we explore how consumers can be included in brand humanisation strategies. In order to do this, we refer to a sense of place (SoP). A SoP describes relationships between people and social settings (Jorgensen & Stedman, 2001) and human-place bonding (Kyle, Mowen, & Tarrant, 2004), with its rootedness, insided...

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Section: Heroes From a Sopmentioning

confidence: 99%

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Hede

Aleti

2013

Journal of Marketing Management

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“…Much has been written about bushranging using Eric Hobsbawm's concept of social banditry (Couzens, 2019;Maxwell-Stewart, 1990;McQuilton, 1979;Mondal, 2011;O'Malley, 1979;Tranter & Donoghue, 2010;West, 2009).…”

Section: Bushranging Villainsmentioning

confidence: 99%

“…Much has been written about bushranging using Eric Hobsbawm's concept of social banditry (Couzens, 2019; Maxwell‐Stewart, 1990; McQuilton, 1979; Mondal, 2011; O’Malley, 1979; Tranter & Donoghue, 2010; West, 2009). The idea that certain bandits were supported and celebrated by the common people because they had mutual enemies has informed generations of academic studies from the 1960s to the present day.…”

Section: Introductionmentioning

confidence: 99%

“…When asked to choose characteristics that best described Kelly, 23.6% of respondents chose either ‘A Thief’, ‘Murderer’, or ‘Treacherous’ as their first characteristic. More ambiguously, 19.6% chose ‘Anti‐Authority’—which could be a negative or positive trait, depending on the respondent's perspective (Tranter & Donoghue, 2010, p. 196).…”

Section: Introductionmentioning

confidence: 99%

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Bandits, heroes and villains: A view from a settler colony

Foster

2024

History Compass

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Abstract‘Bushrangers’ were late 18th to early 20th‐century bandits who lived in the Australian bush through the proceeds of crime, but today, they are national legends. A particular constellation of factors led to the white male bushranger's status as a national hero in Australia. By charting the development of bushranging historiography alongside bushranging in practice and the bushranging myth, this article will demonstrate the distinctive Australian and settler colonial dimensions of this bandit tradition. In describing how white bushranging men came to national prominence, the piece will also draw attention to those excluded from this legend—women and people of colour, with particular reference to Aboriginal people. The Australian bushranging myth, as it exists today, was not an organic or natural development. It was actively constructed by white settlers, including white settler historians.

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“…Major sporting teams have had his image as part of their logos [ 1 ], and Ned Kelly figures borrowed from Nolan’s works featured prominently in the opening ceremony of the 2000 Sydney Olympic Games [ 12 ]. A stamp was issued by the Australian Commonwealth Government to commemorate the centenary of his death [ 13 ]. He has been referred to as “the prince of larrikins”, the latter term being used in Australia for “a mischievous young person, an uncultivated, rowdy but good hearted person” or even “a juvenile centaur” [ 14 , 15 ].…”

Section: Introductionmentioning

confidence: 99%

The association of Ned Kelly tattoos with suicide and homicide in a forensic context—a confirmatory prospective study

Byard

Maxwell-Stewart

2023

Forensic Sci Med Pathol

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Ned Kelly, an iconic figure in contemporary Australian mythology, was a bushranger (outlaw) who was executed in 1880 for the murder of a serving police officer, Constable Thomas Lonigan. Kelly is often commemorated by tattoos which depict his armour and helmet or his alleged last words of “Such is life”. A study was undertaken from January 1, 2011, to December 31, 2020, at Forensic Science SA, Adelaide, South Australia, of all cases with such tattoos. De-identified case details included the year of death, age, sex and cause and manner of death. There were 38 cases consisting of 10 natural deaths (26.3%) and 28 unnatural (73.7%). The latter included 15 cases of suicide (39.5%), 9 accidents (23.7%) and 4 homicides (10.5%). Of the 19 suicides and homicides, there were 19 males and no females (age range 24–57 years; average 44 years). The number of suicides in the general South Australian forensic autopsy population in 2020 was 216/1492 (14.5%) which was significantly lower than in the study population in which 39.5% of cases were suicides (2.7 times higher; p < 0.001). A similar trend occurred for homicides which accounted for 17/1492 in the general forensic autopsy population (1.1%), significantly lower than in the study population which had 10.5% homicides (approximately 9.5 times higher; p < 0.001). Thus, in the select population referred for medicolegal autopsy, there appears no doubt that Ned Kelly tattoos are associated with suicides and homicides. While this is not a population-based study, it may provide useful information for forensic practitioners dealing with such cases.

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Ned Kelly

Cited by 16 publications

References 20 publications

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Leveraging the human side of the brand using a sense of place: Case studies of craft breweries

Bandits, heroes and villains: A view from a settler colony

The association of Ned Kelly tattoos with suicide and homicide in a forensic context—a confirmatory prospective study

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