If you want to grow your brand, the experience is the x-factor

Each year, the FutureBrand Index studies the top 100 companies in the world by market capitalisation to understand the correlation between brand perceptions and financial performance. 

The total market capitalisation of the top 100 is a staggering $30,869 billion, comprising big businesses ranging from Alibaba to Walt Disney and employing millions of people. That might feel a world apart from the 99,000 small businesses in Australia that count their employees in the tens rather than the tens of thousands, but there’s actually a lot to be learned if you know where to look.

This year’s FutureBrand Index once again proves the point that when you strengthen the connection between your brand’s purpose and the everyday experience, your brand gives your business a competitive advantage.

In other words, you do what you say you’re going to do.

It sounds simple, but all too often brands fall into the ‘Purpose Void’, a place where an ever more informed and enquiring public relegates organisations which fail to practise what they preach.