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"Crikey," the khaki shirt and boundless enthusiasm.
Steve Irwin created the best-known international personal brand of Australia.
Now that he is dead for 44 years, his personal brand live on forever.
Why? Because he is the most successful Australian ever to create and manage a unique, unforgettable and authentic public persona.
The "Crocodile Hunter" has achieved a huge personal and professional success and status in only 14 yearsbecause of its marketing magic.
He touched the lives of many millions, and on a commercial level has been one of Australia's largest export.
BRW magazine estimated his annual income to A $ 16 million a year to be seen with its programs for more than 500 million viewers in 130 countries.
At its peak, BRW estimated profit of $ 15 million from the sale of TV programs, $ 1 million from advertising and appearances by $ 300,000 from merchandise sales.
The magazine reported on its$ US12 million film "The Crocodile Hunter: Collision Course is U.S. $ 33 at the box office.
So, what can we learn from the Steve Irwin, marketing and business heritage?
1) Visibility
Irwin knew how to make the power of the media in the public image. He and his business partner John Stainton not worry about a small regional markets like Australia. They went straight into the huge U.S. market through the influential TV network the Discovery Channel and Animal PlanetChannel.
For this reason, Irwin was larger in the U.S. than in Australia.
2) Multi-Channel Platform
Irwin made it all seamless - books, magazines, merchandising, TV shows, Hollywood films, media appearances and personal presentations at Australia Zoo.
They all worked together to create momentum.
3) Authenticity
Irwin was "The Real Deal". While Australia's highest grossing film "Crocodile Dundee" was the drama, Irwin was reallyand provided a dramatic reality.
4) Drive, passion, energy and enthusiasm
In an interview in the book of Guinness World Records 2006 publishes Irwin was asked: "How would anyone get in your footsteps?" Here is his answer:
"When you become a zoologist, you have to do all the tertiary education system, but not lose the passion and enthusiasm, despite the hard work or homework, you have to do. Just follow through. Passion and enthusiasm are you to get you everywherewant to go into the world. "
Irwin was living proof of this principle.
He could answer with laser-like precision to the question: "Who are you and what do you do well that other people will respect you, and you reward it?"
5) Find A Cause
Irwin was an advocate for nature and the environment. He called himself a "Wildlife Warrior". His voice on this issue was loud and clear.
6) Memorable and Distinctive Point of Difference
ThereHundreds of TV presenters wildlife. Irwin, it was different. He was very clever in selecting or inventing your own combination of factors that a unique differentiation become competitors.
The three key elements were:
Wardrobe: khaki shorts and T-shirt
Language: crikey, down to earth, simple
Danger and drama: he actually handled live animals
7) Aussie Larrikin Archetype
Irwin was in a position to define and then to a socialNature, the response to a mass audience in the world.
He was the living Aussie Larrikin Archetype and everyone could relate to this idealized and lovable, "hero / Larrikin / father figure. Irwin built this through the media. As the media have a large audience, Irwin was able to more human and complex stories and issues symbolized by this archetype. This was crucial for his personal brand.
8) Consistency
Irwin understood that there are morebe important, clear and coherent than the original. Symbolism is very powerful. So even if he was wearing diving that khaki uniform. It was strange, but it worked.
9) Controversy
Irwin was never far away. He built his view, despite the risks.
10) Family Values
The protection of the family is the world's number one value. It is a universal truism. Irwin was a remarkable man, his family and perhaps his greatestLegacy.