The great brands of the world have a great deal in common. this presentation explores those commonalities. I research, develop, and advise on implementing strategies to identify and leverage opportunities, and eliminate complex problems. As an advisor, company director, advisory board member and mentor, I work with organisations of all shapes and sizes to drive the consumer and business behaviour that maximises performance with strategies that minimise costs. Eliminating marketing waste imarketing s a passion. Over 30 years, I have learned that too many organisations spend too much on initiatives that are not cost-efficient. My primary expertise includes: • Research – including customer insights and behavioural economics. • Brand – including defining, creating and communicating a brand. • Marketing – addressing -product, experience, pricing, and distribution. • Communication – addressing both traditional and digital channels. • Business development – systematic B2B business generation. I am passionate about identifying and implementing ethical strategies – driven by objective, critical and lateral thinking. ESG can and should be more than an acronym used in annual reports.

1. Features of the
worlds most
valuable brands

5. Simplicity – powerful and differentiated
Clarity – a clear and compelling vision
A promise – a promise that consumers believe and value
Superiority – a superior product offering
Identity – a strong brand identity
Consistency – a consistent brand message over time
Adaptability – a capacity to adapt to change
Passion – along with focus and persistence

8. THE INSIGHTS
1. Investing in your brand is essential to maximise its value
and that of the business.
2. Great brands have common characteristics across the
world.
3. There are no characteristics of a great brand that cannot be
addressed by an SME.

9. QUESTIONS TO PONDER
1. How closely do the characteristics of your brand mirror
those of the worlds most valuable brands?
2. To what extent is your brand addressing the characteristics
of a great brand consistently?
3. What value is your branding adding to your business and
how?

10. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com