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 marketing 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

2. I will finish this discussion of adding value to your business
and more specifically your brand – with a look at the worlds
most valuable brands and the factors that have driven their
values.

3. PAGE
So, what can we learn from this list?
Well….. an in-depth analysis – undertaken by THE
WORLDS MOST VALUABLE BRANDS, which has been
ranking brands for a decade - suggest that:
• The big are getting bigger – a strong brand gives a
business an edge
• The big brands invest in their brand and business – and
not just in terms of marketing – but also R&D and other
areas
• Marketing makes a difference – and can be the critical
driver of the value of a brand

4. PAGE What are the characteristics do the worlds most valuable
brands have in common.
Research suggests that that the following characteristics in
common:
• Simplicity – powerful and distinctive
• 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

5. A feature of these characteristics of the worlds most valuable
brands is that they can all be addressed by businesses of all sizes
and irrespective of budget.
There is nothing on this list that SMEs cannot address.
What is more, all if these businesses started as small businesses
and reflected these characteristics from the start.

6. What about Australia? PAGE
According to Media Week - the top 10 most valuable Australian
brands are:

7. I would argue that the characteristics of these brands are very
similar, if not identical to those to the worlds top 10 most
valuable brands

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