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Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
Advertising Workshop
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Advertising Workshop
Advertising Workshop
Advertising Workshop
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Advertising Workshop
Advertising Workshop
Advertising Workshop
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Advertising Workshop
Advertising Workshop
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Advertising Workshop

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We look at the role of the Brand Leader, how to develop advertising strategy, tools to make advertising decisions and how to give direction to an agency.

We look at the role of the Brand Leader, how to develop advertising strategy, tools to make advertising decisions and how to give direction to an agency.

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    • 1. Workshop for brand leaders to help them get better advertising on their brand so they can create a bond, power and profit beyond the product itself.
    • 2. We make brands better. We make brand leaders better. As a brand coach, we make brands better and brand leaders better, by provoking you to think differently about your future.
    • 3. We make your team of brand leaders better We can customize programs to the needs of your team with a strong menu of interactive brand leadership workshops 1. Strategic Thinking 2. Brand Plans 3. Positioning Statements 4. Creative Briefs 5. Brand Analysis 6. Better Advertising 7. Media Plans 8. How to Run Your Brand 9. Managing your Marketing Career 10. Motivational Lunch and Learns 1 2 3 4 5 6 7 8 9 10 The Brand Leadership Center We make brands better. We make brand leaders better. Workshop for brand leaders to help them write a creative brief, judge creative and make decisions. We provide advice on the relationship with the agency.
    • 4. We make brands better. We make brand leaders better. Getting better advertising 1. The crucial role of the BRAND LEADER in getting amazing Advertising 2. How to write a tightly focused ADVERTISING STRATEGY to set up a Brief that delivers great work 3. Making ADVERTISING DECISIONS so you can choose great ads and reject bad ads 4. How to provide COPY DIRECTION that inspires and challenges to get great Advertising 1 2 3 4
    • 5. The crucial role of the BRAND LEADER in getting Amazing Advertising 1 We make brands better. We make brand leaders better.
    • 6. The more loved a brand is by consumers, the more powerful and profitable that brand can be. The role of Brand A brand is a unique idea, perceived in the minds and hearts of the consumer, consistently delivered by the experience, creating a bond, power and profit, beyond what the product itself could achieve.
    • 7. We make brands better. We make brand leaders better. A Brand versus a Product Product  Tangible to the senses  Legally protected brand name  Solves a Problem  Rational decisions  Legally protected Design  It is consumed  Build it into a routine  It can be debated  Lasts as long as the product Brand  An idea with Intangibles  Many times has a nick-name  Fights a consumer enemy  Emotional decisions  Becomes a reputation  It is experienced  It becomes a ritual  It will be defended  Lasts as long as the brand We have brands, if we think we can make more money from brands, than if we just had a product. There really is no other reason. Product Brand 7Page
    • 8. The role of Advertising Create a bond with consumers, establish your brand’s positioning and drive a change in your consumers behavior that leads to higher sales, share and profit.
    • 9. Consumers Connect with brands based on a Big Idea and the 5 connectors must align to that Big Idea How well does the brand concept connect to consumers? How well does the brand experience live up to and consistently deliver the promise? How well does the brand communicate their differences and move consumers? How well does the brand stay fresh and on top of trends with consumers? Promise Experience Brand Story Freshness Positioning Innovation Culture & Operations Communication What focused choices does the brand make to drive growth and profits? Strategy Brand Plan I’m curious for knowledge I want to be Noticed I feel Optimistic I want to be in Control I Comforta I w to my Our Consumer Mo vated Special Successful Inspired Excited Interes ng Alive Cool Playful Popular Trendy Likeable Friendly In mate Happy Nurture Compassion Fam Trust Resp Knowledge Wisdom Smarter Competent I want to feel liked I want to feel Free Beloved Brands The Brand The Big Idea We make brands better. We make brand leaders better. 9Page
    • 10. We make brands better. We make brand leaders better. “Clients get the advertising they deserve” David Ogilvy
    • 11. We make brands better. We make brand leaders better. If clients really do get the advertising they deserve, then how can a client deserve better advertising? When it comes to advertising, the role of the Brand Leader is to consistently get good advertising on the air, and equally consistently keep bad advertising off the air.
    • 12. We make brands better. We make brand leaders better. Before we figure out what makes someone good at advertising, let’s figure out what makes someone suck at advertising…so we can eliminate those factors.
    • 13. We make brands better. We make brand leaders better. • You Never Find Your Comfort Zone: You are convinced you’re not good at advertising. No experience, feel awkward or had a bad experience. You think you’re strategic, not tactical. You are skeptical, uptight, too tough and too easily annoyed. • You Don’t Know If It’s Really Your Place to Say Something: You figure the ad agency is the expert—that’s why we pay them—so you give them a free reign (aka no direction). Or worse, you give them the chance to mess up, and blame them later. • You settle for something you hate, because of time pressure, or you don’t know why: You don’t really love it, but it seems ok for now. The agency says if we don’t go for it now, we’ll miss our air date and have to give up our media to another brand. • You can’t sell it in to management: you need to make sure if it’s the right thing to do, you are able to sell the idea in. Tell them how it works for your brand—and how it delivers the strategy. What makes some Brand Leaders SUCK at Advertising? Theory #1: You Blame Yourself Being a good client takes experience, practice, leadership and a willingness to adjust. Don't write yourself off so quickly. Learn how to be a good client.
    • 14. We make brands better. We make brand leaders better. • Agency writes a brief you don’t like—or you box them into a strategy. If either of you force a strategy on the other, then you’re off to a bad start. • Creative team over sells you: you get hood-winked with the “we are so excited” speech: You’re not sure what you want, so you settle for an OK ad in front of you— the best of what you saw. Ask yourself what’s missing before you buy an ad. • You lose connection with the Agency: Keep your agency motivated so that you become the client they want to make great work on, rather than have to work on. • You lose traction through the production and Edit: Talent, lighting, directors and edits—if the tone changes from the board to edit, then so does your ad. An OK agency can do great work on a great client. But a great agency will fail with a bad client. What makes some Brand Leaders SUCK at Advertising? Theory #2: You Blame your Agency
    • 15. We make brands better. We make brand leaders better. • The “I work on a boring Brand” argument. You think only cool brands like Nike, Apple, Ikea etc. are so much easier to work on. However, think again, because your boring brand has so much room to maneuver, it should be even easier. • You are too careful and think we can’t swing too far: Good ads either go left or right, not in the middle of the road. Consumers might not notice your “big shift”. • Advertising Roulette: Where brand managers haven’t done the depth of thinking or testing, briefing is like a game of chance. Brands go round and round for years. • Your Strategy Sucks: You figure if we don’t have a great strategy, a good ad might help. A great strategy makes an ad, but an Ad will never make a great strategy. What makes some Brand Leaders SUCK at Advertising? Theory #3: You Blame your Brand It’s one thing to be a “fan” of advertising in general, but we need to see you be a “fan” of YOUR advertising.
    • 16. The question that Brand Leaders need to be asking: If you knew that being a better client got you better advertising, would you actually be able to show up better?
    • 17. We make brands better. We make brand leaders better. 1. Do you develop a testable Brand Concept with with rational and emotional benefits, plus support points that you know are actually motivating? 2. How tight is your Brief? Do you narrow the Target and add engaging insights? Do you focus on the desired consumer response before deciding what your brand should say? Do you focus on One Benefit and One Message? 3. Do you meet creative team before the first creative meeting to connect, align them with your vision and inspire them to push for great work? 4. Do you hold Tissue Sessions to narrow solutions before going to scripts? 5. At creative meetings, do you stay big picture, avoid getting into details? When giving direction, do you avoid giving your own solutions and but rather try to create a “new box” for the creative team to figure out the solutions? 6. Do you take creative risks, and are you willing to be different to stand out? 7. Do you manage your boss at every stage? Do you sell them, on your vision what you want? Are you willing to fight for great work? 8. Are you one of your Agency’s favorite clients? Do they “want to” or do they “have to” work on your business? Eight ways to challenge yourself to show up better at every stage of the advertising process
    • 18. Brand Leaders need to be strong at every stage of the advertising process Focused Brief Need one Objective, insights, desired response, one Benefit, RTB. Create the box Strategy Pre Work Do the work on Insights, create a Big Idea and lay out Brand Concept and know it motivates. Tissue Session Use this when you don’t have a campaign. Be open to new ways of looking at your brand. Focus on Big Ideas, push for better. Creative Expectations First impression on your vision, passion. Inspire and focus creative team. 1 2 3 4 Creative Meeting Be positive, focus only on big picture, give direction, make decisions. No solutions. No Details. Are you inspiring? 5 Feedback Memo Detailed, challenging but without giving specific solutions. Create a new box. 6 Management Check In: Keep your boss aware, sell where needed. Ad Testing Use it to confirm your pick, not make your decision. 7 Gain Approval Sell in the Ad. Be ready to fight resisters to make it happen. 8 Production Manage the Tone to fit the brand. Always, get more than you need 9 10 Post Production Talk directly with and leverage every expert The biggest challenge for most Brand Leaders is to stay focused on your vision at every stage, always inspiring and yet challenging
    • 19. We make brands better. We make brand leaders better. Vision/Purpose Positioning Big Idea Promise and Concept Objectives/Strategies/Tactics Advertising Strategy Creative Brief Creative Expectations Advertising Big Idea Script Tone/Feel Production Execution Planning (Brand Plan) Communicating (Briefing) Execution (Aligning w/strategy) Market Feedback (Brand Review) It is one thing to come up with strategy, but another to consistently stay on strategy through execution
    • 20. We make brands better. We make brand leaders better. • GOOD means your message is on strategy & motivates behavior change. • DIFFERENT means it has breakthrough creative and connects with consumers. Brand leaders tense up when things get too different yet should be scared when things are too familiar Good Not Good DifferentNot Different
    • 21. We make brands better. We make brand leaders better. The ideal behaviors that help brand leaders deserve great advertising on their brand 1. Start and end everything you do, with the consumer in mind. 2. Start with the desired consumer behavior, and then figure out what to say. 3. Your brief is focused with one tight objective, one target, one big idea, one benefit. 4. You control the strategy, yet give the agency freedom on creative. 5. You inspire greatness from creative team, yet are unafraid to challenge for better. 6. You take creative risks to stand out, not to fit in. 7. You see big ideas that leave a legacy, not just make an ad to make the year. 8. You are willing to fight for great work, even with your boss, never settle for OK. The best clients inspire, challenge, enable, rarely settle and fight for great advertising.
    • 22. How to write a tightly focused ADVERTISING STRATEGY to set up a Brief that delivers great work 2 We make brands better. We make brand leaders better.
    • 23. We make brands better. We make brand leaders better. Consumer driven brand strategy Everything starts and ends with the consumer in mind. • Consumer centric brands have a well defined target, going after the most motivated consumer, tapping into life insights to connect. • Consumer centric brands talk about what the consumer gets (rational benefits) and how they feel (emotional benefits) ahead of what the brand does (features, claims, RTBs). There is a balance of rational and emotional benefits. • Consumer centric brands need a Big Idea that connects with consumers. And then they align everything around that Big Idea. • Consumer centric brands build strategies that connect with the consumer, and move them to a tighter connection. • Execution fits into the consumer’s life, and works to getting consumers to think, feel and act in a certain way that lines up to the chosen strategy. 1 2 3 4 5 23Page
    • 24. Brand Leaders need do their Homework before Going to Advertising Don’t use ad process to find your positioning.
    • 25. Brands have four strategic choices: they can be better, different, cheaper or not around for very long. Graham Robertson We make brands better. We make brand leaders better.
    • 26. What consumers want What your competitor does best What your brand does best Map out consumer needs against what you and your competitor does best We make brands better. We make brand leaders better. Winning zone: your brand’s clear difference matters to consumers Losing zone: competitor meets consumers needs better than you Risky zone: equally meet consumer needs. You win through speed, innovation and emotional connection Dumb zone: Competitive battle where consumer doesn’t care at all
    • 27. Determine the core strength your brand can win on Model forces you to pick one core strength, two at the middle point and forces you to have one that falls to the Low level. • Focus on superiority • Invest in Innovation • Rational advertising • Focus on being different • Invest in Communication • Emotional advertising • Focus on people/culture • Invest in training/values • Influencer/Social Media • Focus on efficiency/low cost/volume • Invest in production/sourcing • Call to Action Advertising We make brands better. We make brand leaders better. Product Concept/Idea ExperienceLow Price L M H 27Page
    • 28. We make brands better. We make brand leaders better. Here are the six questions that make up a Brand Communications Strategy Who is in the consumer target? (Who is the most motivated to buy what you do?) What is the benefit we are selling? (What is your main benefit?) Why should they believe us? (Support points to back up what you say) What’s the long range feeling the brand evokes (What is the Big Idea for the brand?) What do we want the brand communications to do for the brand? (Strategic Choices) What do want people to think, feel or do? (Desired Response) 1 2 3 4 28Page 6 5 Brand Positioning Brand Plan
    • 29. We make brands better. We make brand leaders better. Consumers: Define and measure your target • As you figure out where you are playing, defining who you are serving and who you aren’t serving helps provide focus. • Ongoing measurement and adjusting should look at how well you are doing versus your target in terms of share, preference, purchase intention, brand funnel scores and panel data. As well you should track your research against the target and mass population. • In terms of choosing target segments, you can break it out on the following: • Demographics • Behavioral or Psychographic • Geographic • Usage occasion 1 Consumer Definition Target Everyone NotNot A good target not only decides who is in your target but who is not in your target. We make brands better. We make brand leaders better. 29Page
    • 30. We make brands better. We make brand leaders better. 1 Consumer Definition Insights serve as a connection point between the brand and consumers • The dictionary definition of the word Insight is “seeing below the surface”. To get deeper, keep asking yourself “so what does that mean for the consumer” until you have an “AHA moment”. What are the beliefs, attitudes or behaviors that help explain how they think, feel or act in relationship to your brand or category. • It’s not just data, trends and facts are insights. Facts are merely on the surface—so they miss out on the depth of the explanation of the underlying trends or feelings that caused the data. (e.g. for instance, in 1964, US teenagers did not just randomly turn to British music as much as they saw the Beetles as an escape of all things American after the JFK assassination) Insights help tell the story, paint the picture or inspire the creative juices. Insights need to be interesting or intriguing. My challenge is to think beyond specific category insights and think about Life Insights or even Societal Trends that could impact changing behaviour. 30Page
    • 31. We make brands better. We make brand leaders better. Insights should start with “I” to get in the consumer’s shoes and use quotes to use their voice. Lousy, boring insights Good insights get in the SHOES of your consumer and use their VOICE Good insights 1 Consumer Definition For a Bank: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life”. Quit Smoking: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting Smoking Sucks.” For a Bank: Recent research shows customers would use the bank 3.4x/month and spend $56 more/month if our Bank were open till 8pm. Quit Smoking: There are no real competitors. But studies show that people try to quit cold turkey 7x before reaching for a smoking aid to help them quit. 31Page
    • 32. We make brands better. We make brand leaders better. Consumer Insight comes to life when it is told in such a captivating way that makes consumers stop and say “hmmm, I thought I was the only one who felt like that”.
    • 33. What consumer enemy will fight? While PRODUCTS solve small problems we didn’t know we had… …BRANDS beat down the enemies that torment us every day. We make brands better. We make brand leaders better.
    • 34. We make brands better. We make brand leaders better. Beloved brands help consumers counter a problem in their life. Who is the enemy of your consumer? The enemy adds a little bit creative in how you frame the problem. Brand Enemy Starbucks Hectic Life Nike Losing Apple Frustration Listerine Losing your teeth Claritin Allergy Stuck inside Special K Jeans too tight We make brands better. We make brand leaders better. 1 Consumer Definition 34Page
    • 35. If you really hate golf, a golf ball that goes 50 yards farther will not make you like golf more. You have to matter the most to those who already care the most. We make brands better. We make brand leaders better.
    • 36. Matching your assets to consumer needs After defining your target market, you should begin by matching up your target market’s need states against your brand assets. The can be found through market research tools, including need state analysis, U&A, tracking data or even qualitative methods. We make brands better. We make brand leaders better. Brand Assets Consumer Need States Liquid Format Safe Sugar Free 24 hours 35 years Tastes Great Complete Relief Doctor Reco Long Lasting Made in USA ADA approved Zero Carbs All Family Popular Dietary Brand History Key Features Functional Benefits Superiority Claims Emotional Benefits Key Indicators Brand Imagery Target Ownership Brand Icons New Uses Line Extensions Good Match to Needs Poor Match to Needs Fast Acting 36Page 2 Consumer Benefits
    • 37. Target and insights What do consumers want? Brand features What does your brand do? Rational benefits What do consumers get? Emotional benefits How does that make them feel? Define consumer Define target, need states, enemies and insights. Rational benefits In consumer’s voice, answer, “so, what do I get?” We use a customer value proposition ladder to find emotional benefits Product features Product-focused strengths, claims, differences or unique offerings. 1 3 2 Emotional benefits Look at rational benefit, asking, “so how does that make me feel?” 4 We make brands better. We make brand leaders better. 2 Consumer Benefits 37Page
    • 38. I’m curious for knowledge I feel optimistic I want to be in control I am comfortable I want to be myself Our consumer Motivated Special Successful Inspired Excited Interesting Alive Cool Playful Popular Trendy Likeable Friendly Intimate Happy Easy-going Nurtured Compassion Down-to--earth RelaxedHonest Family Trust Safe Respect Reliable Knowledge Wisdom Smarter Competent I want to feel liked I want to feel free © Hotspex Inc We use an “emotional cheat sheet” for brands I want to be noticed We make brands better. We make brand leaders better. 2 Consumer Benefits 38Page
    • 39. We make brands better. We make brand leaders better. People don’t really want a quarter-inch drill. They just want a quarter-inch hole. We make brands better. We make brand leaders better. Sell what consumers get, not what you do
    • 40. We make brands better. We make brand leaders better. Rational truths (what the head says): what the consumer thinks about the brand. 1. Attributes: these are the non-negotiable attributes about the brand. These can be claims, known facts about the brand, deep perceptions, trends on the brand or elements that are obvious. 2. Associations: top of mind associations that are owned or ownable by the brand. When you think about a brand, what do you automatically link that brand with? Emotional truths (what the heart says): how consumer feels about the brand. 1. Values: what does the brand stand for. If the brand were a person, what qualities would you put to it. 2. Personality: how the brand behaves, the style it projects or the way it communicates with consumers. Be honest because these are truths of your brand, you have to be as honest as you can be. It’s so tempting to lie or see through rose colored glasses. But like every person, every brand has flaws. But like every person, knowing yourself in an honest way, helps you stay true to yourself. What are the brand truths: Why should they believe us? We make brands better. We make brand leaders better. 3 Reason to Believe 40Page
    • 41. We make brands better. We make brand leaders better. Tie it all together with a winning brand positioning statement Target Benefit Reason to believe Category Reference 41Page
    • 42. What is your brand’s shout from the mountain? There are many tricks to get to your brand’s BIG IDEA, so that you can narrow your brand message down to ONE THING. You could use a postcard, bumper sticker, “what would you say to get someone to marry you” or newspaper headline. We make brands better. We make brand leaders better.
    • 43. We make brands better. We make brand leaders better. Mathematical argument for your brand’s BIG IDEA to be a single message The probability of success (P) is directly linked to the inverse of the number of messages (M) you have in your brand communication. P = 1 2m _
    • 44. We make brands better. We make brand leaders better. Creating a BIG IDEA for your brand, should drive everything on the brand, including advertising. *First Exposed to DNA Tool at Level5 Strategy BC DA A B C D • Brainstorm 3-4 words or a tight phrase in each of the four sections. • Collectively begin to frame the Brand’s Big Idea with a few words or a phrase 4 Big Idea Benefits We make brands better. We make brand leaders better. 44Page
    • 45. We make brands better. We make brand leaders better. Examples of how the BIG IDEA model works NFL Players Inc. Special K Brand Personality Products & Services Internal Beacon Consumer Views We create winning a brand positioning, brand plans that everyone can follow and find advertising that drives brand growth. With 20 years of CPG Marketing experience, it’s like having a VP Marketing in the room. We bring a sound planning process with provocative tools that make you think different. We will provoke you to think different. We coach when you feel stuck and when you want to push when you want to push to reach your full potential. Big Idea: We make brands better. We make brand leaders better. Passion in marketing Matters. We believe the more loved a brand is by consumers, the more powerful and profitable that brand will be. 4 Big Idea Benefits We make brands better. We make brand leaders better. 45Page Beloved Brands
    • 46. We make brands better. We make brand leaders better. Big Idea should drive all 5 connections and manage every part of your organization. The brand’s BIG IDEA should connect with the consumer and guide the promise, strategy, story, Innovation & Culture… …and everyone on the Brand should look to the BIG IDEA as a beacon for how to perform in their jobs. We make brands better. We make brand leaders better. Promise Experience Brand Story Freshness Posi oning Innova on Culture & Opera ons Communica on Strategy Brand Plan I’m curious for knowledge I want to be Noticed I feel Optimistic I want to be in Control I am Comfortable I want to be myself Our Consumer Mo#vated) Special) Successful) Inspired) Excited) Interes#ng) Alive) Cool) Playful) Popular) Trendy) Likeable) Friendly) In#mate) Happy) Easy)Going) Nurtured) Compassion) Down)to)Earth) Relaxed) Honest) Family) Trust) Safe) Respect) Reliable) Knowledge) Wisdom) Smarter) Competent) I want to feel liked I want to feel Free ©)Hotspex)Inc) An#Emo' onal#Cheat#Sheet#for#Brands# Beloved'Brands' The Brand Big Idea 4 Big Idea Benefits 46Page Brand Story Brand Positioning Strategic Plan Retail Selling Organization Culture Driving Profits Vision Purpose Goals Key Issues Strategies Tac cs Calendar Budget Target Insights Consumer Enemy Features Ra onal Benefits Emo onal Benefits Statement Winning Concept Social Media Digital Look and Feel Communica ons Strategy Brief Crea ve Idea Paid Media Earned Media Trends Direct Interac on Voice of Consumer Consumer Experience Consumer Insights Behaviors Talent Hiring Training Values Revenue CAGR P&L Mgmt. COGS ROI Priori es Investment Forecasts Share Data NPD Produc on Por olio Mgmt. R&D Plan Brainstorm NPD Investment Launch Plan Customer Priori za on Key Accounts Distribu on In store Message In store Experience Buyer Rela ons Budget Home Media Consumer Focus Program Tracking Pricing & Promo on Customer Analy cs Program Budgets Org Structure Leadership Mo va on Brand Story NPD Research Product Innovation Diagnos c Tracking Our Consumers Service Systems Service Values Media Customer Innova on Claims The Big Idea
    • 47. We make brands better. We make brand leaders better. Big Idea allows consistency over time, across various mediums and through sub brands. The brand’s BIG IDEA should guide the Advertising Creative Idea and the Master Brand as well as sub brands or sub messages… …the Media Plan should also leverage the BIG IDEA to balance how to execute the Master Brand and sub brands or other mediums. Creative Big Idea Master Brand Anthemic Ad Sub Brand Ad Sub Brand Ad Sub Brand Ad J F M A M J J A S O N D TV TVTV TV Print Print Print Digital Digital Radio Radio Radio Facebook FacebookWeather Twitter YouTube We make brands better. We make brand leaders better. 4 Big Idea Benefits 47Page
    • 48. We make brands better. We make brand leaders better. Bring the positioning work together by creating a winning brand concept Benefit Enemy Reason to believe Big idea Supporting visual Motivating call to action 48Page
    • 49. We make brands better. We make brand leaders better. A winning brand positioning is both motivating to purchase and “ownable” Find this spot so your brand will win How ownable is this idea for your brand? How motivated are Consumers by this idea? High High Low Low 49Page
    • 50. We make brands better. We make brand leaders better. LOVE IT INDIFFERENT BELOVED BRAND LIKE IT No Opinion Not Aware. Confused. Not Interested. Stick to Current Brand. Satisfies Need Thought About it. Tried it. Practical. Makes Sense. Crave It Great Experience. A Favourite. Emotional Choice. Lifestyle Fit. Self Expressive Outspoken Fan. Would never switch. Memories. Built into Life. Consumers move along a “Brand Love Curve”, as they become more connected, their feelings & behaviors change. © Beloved Brands Inc. I’m curious for knowledge o be iced l c I want to be in Control I am Comfortable I want to be myself Our Consumer Likeable Friendly In mate Happy Easy Going Nurtured Compassion Down to Earth Relaxed Honest Family Trust Safe Respect Reliable Knowledge Wisdom Smarter Competent I want to feel liked © Hotspex Inc Emo onal Cheat Sheet for Brands
    • 51. Tug at the Heart: Tighten Connection using emotion Continue the Magic: Maintain the Love with your most loyal users Create Following by Separating Yourself: Drive rational & emotional benefits to close sale Where your brand sits on the Brand Love Curve sets up your strategic choices.… We make brands better. We make brand leaders better. LOVE IT INDIFFERENT BELOVED LIKE IT © Beloved Brands Inc. I’m curious for knowledge I want to be Noticed I feel Optimistic I want to be in Control I am Comfortable I want to be myself Our Consumer Mo#vated) Special) Successful) Inspired) Excited) Interes#ng) Alive) Cool) Playful) Popular) Trendy) Likeable) Friendly) In#mate) Happy) Easy)Going) Nurtured) Compassion) Down)to)Earth) Relaxed) Honest) Family) Trust) Safe) Respect) Reliable) Knowledge) Wisdom) Smarter) Competent) I want to feel liked I want to feel Free ©)Hotspex)Inc) An#Emo' onal#Cheat#Sheet#for#Brands# Beloved'Brands' 51Page Establish in the Mind: Drive Awareness & Consideration with new users 5 Strategic Choices
    • 52. We make brands better. We make brand leaders better. Indifferent Like It Love It BelovedWhere are you now? Where your brand sits on the Brand Love Curve sets up your strategic choices.… Establish your brand in the consumer’s mind Tug at heartstrings to tighten bond with your most loyal Continue magic and get loyalists to speak on your behalf Separate your brand from the pack to create a following 1. Mind Shift: drive new position or re-enforce current 2. Mind Share: more attention than competitors 3. New News: launch something new. 4. Turnaround: focus energy on gaps, leaks 5. Drive Acquisition: new consumers Drive Penetration: get consumers to use more/ differently 6. Consolidation: get consumers to use for everything 7. Cross Sell: get current customers to try other products 9. Experience: shift from product to experience 10. Maintain: re- enforce Brand equities. 11. Deeper: consolidation or broader usage 12. New Reasons to Love: target most loyal user. 13. Magic: continue surprising and delighting loyalists. 14. Leverage Power: drive value from source of power. 15. Attack yourself: continue to improve 16. Use loyalists to influence others. Your strategic theme should be Then pick one of 16 possible strategies 52Page 5 Strategic Choices
    • 53. We make brands better. We make brand leaders better. The Head The Feet The Heart The Soul Get Consumers to THINK differently about your brand Drive ACTION to get consumers to buy and create a following. Get Current Loyal users to connect emotionally and LOVE you more Get those who love the brand to FEEL a part of the Brand Indifferent Like It Love It Beloved Where are you now? Where should you focus? 53Page 5 Strategic Choices Where your brand sits on the Brand Love Curve sets up your strategic choices.…
    • 54. We make brands better. We make brand leaders better. When getting into execution mode, think about the desired response before planning the stimulus Too many Brand Leaders start with the stimulus. But, you should start with the response and let that guide what you’re going to tell them. What should we tell them? What do we want our consumer to think, feel or do? I’m curious for knowledge I want to be Noticed I feel Optimistic I want to be in Control I am Comfortable I want to be myself Our Consumer Mo vated Special Successful Inspired Excited Interes ng Alive Cool Playful Popular Trendy Likeable Friendly In mate Happy Easy Going Nurtured Compassion Down to Earth Relaxed Honest Family Trust Safe Respect Reliable Knowledge Wisdom Smarter Competent I want to feel liked I want to feel Free © Hotspex Inc An Emo onal Cheat Sheet for Brands Beloved Brands 6 Desired Response 54Page
    • 55. We make brands better. We make brand leaders better. I’m curious for knowledge I want to be Noticed I feel Optimistic I want to be in Control I am Comfortable I want to be myself Our Consumer Mo vated Special Successful Inspired Excited Interes ng Alive Cool Playful Popular Trendy Likeable Friendly In mate Happy Easy Going Nurtured Compassion Down to Earth Relaxed Honest Family Trust Safe Respect Reliable Knowledge Wisdom Smarter Competent I want to feel liked I want to feel Free © Hotspex Inc An Emo onal Cheat Sheet for Brands Beloved Brands Awareness Ads to announce brand position to separate your brand BELOVED INDIFFERENT LIKE ITLOVE IT Search Engine & PR for those looking for learning, prior to deciding Retail & Home page to separate your brand from others during the decision makingEmotional Ads/Events to drive emotional connection to turn usage into routine Experience Ads to turn trial into Experience to go beyond the pure product On-line club to surprise & delight to passionately connect with the most loyal consumer Social Sharing Reward Exclusivity & leverage influence over friends Post Purchase Help to re-enforce brand position, create an experience & help ease first time usage Use a Buying System to match your marketing execution to where your consumer sits 55Page 6 Desired Response
    • 56. We make brands better. We make brand leaders better. New Media, allows you to get to most loyal users, and use them to influence others. New media has created new marketing models • It used to be all about AWARENESS- PURCHASE-LOYALTY where Awareness leads to conversion to Purchase which then the brand experience leads to Loyalty. • The new school of marketing is all about LOYALTY-AWARENESS- PURCHASE where the most loyal users will be the ones driving Awareness and the influence of the conversion to purchase. Instead of yelling at all consumers, we now whisper to our most loyal, hoping they whisper to all their friends. 6 Desired Response 56Page
    • 57. We make brands better. We make brand leaders better. Focus your marketing activities by prioritizing on return on investment and effort (ROI and ROE) Finding the “Big Easy” • Put all of the ideas on to post it notes, then map each idea onto the grid as to whether they will have a BIG versus SMALL impact on the business, and whether they are EASY versus DIFFICULT. • The top ideas will be in the BIG EASY top right corner. JUST DO IT Brainstorm ways to make these ideas even bigger THE BIG EASY Big Wins, Easy to do AVOID Bad ROE, drain on resources MAKE EASIER Brainstorm easier ways to get it done Easy Difficult Small Win Big Win Implementation Business Impact Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea Idea 57Page 6 Desired Response
    • 58. How to turn the Advertising Strategy into a CREATIVE BRIEF that produces great communications of the brand story We make brands better. We make brand leaders better. 3
    • 59. Six Questions answered in the advertising strategy, help you with writing the creative brief Ad Strategy Who Do We want to sell to? (Target) What are we selling? (Benefit) Why should they believe us? (Reason To Believe) What’s the long range feeling the brand evokes (Big Idea) What Do We want the communications to do for the brand? (Brand Strategy) What do want people to think, feel or do? (Desired Response) Creative Brief 1. What is the objective? 2. What’s the consumer problem we are addressing? 3. Who are you talking to? 4. Consumer Insights 5. What does our consumer think now? 6. What do you want your consumer to think/feel/do? (desired response) 7. What should we tell them? (stimulus: benefit) 8. Why should they believe us? 9. Brand Positioning Statement 10. Tone and Manner 11. Media Options 12. Mandatories 1 © Beloved Brands Inc. 1 4 2 3 5 We make brands better. We make brand leaders better. 59Page 6 5 1 6 1 6 2 5 6 3 1 2 3 4 4 4 3
    • 60. We make brands better. We make brand leaders better. Give freedom on execution Control the strategy Get better advertising Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control over the execution with a long list of mandatories and direction on style of advertising.
    • 61. We make brands better. We make brand leaders better. • Let agency write the brief: If you think writing the brief yourself gives you control. Think again. They’ll just write another one for the Creative Team, and you won’t even approve that document. • Debate every word: great way to gain alignment and challenge each others thinking. Agency should take your advertising strategy and write the brief • A good brief has a consistent flow throughout the document. The objective, target, benefit and RTB should all flow together. Control the strategy, but give freedom on the creative expression of the strategy. 61Page
    • 62. We make brands better. We make brand leaders better. A good brief should be brief, not long! Good briefs should have: • one objective • one desired consumer response • one target tightly defined • one main benefit • two main reasons to believe Avoid the “Just in Case” List Take Your Pen and Stroke Things Off Your Brief!
    • 63. We make brands better. We make brand leaders better. Creative advertising people are problem solvers, not blue sky thinkers. They are “in the box” thinkers. The idea of a creative brief is to “create the right box”  Creative people are motivated by the challenge of the problem, more than the execution of a simple solution. Give them a problem.  The role of the brief is to create the right box, enough room to move, but enough direction that defines the problem. The smaller the brief, the bigger the idea.
    • 64. We make brands better. We make brand leaders better. Things creative people don’t want: 1. A blank canvas: They prefer a problem. 2. An unclear problem: They need focus in order to deliver great work for you. 3. Your Solutions: They find it demotivating to be asked for their expertise (solving problems) and then not utilized (given the answer) 4. A tangled weave of mandatories that almost write the ad itself, yet trap the creative team from doing anything breakthrough, surprising or spectacular.
    • 65. A creative brief should be….brief CREATIVE BRIEF 1. Why Are We Advertising Drive trial of the new Grays Cookies as “The Healthy Choice to Snacking” brand positioning. 2. What’s the Consumer Problem We are Addressing I’m always watching what I eat. And then BAM, I see a cookie and I’m done. As much as I look after myself, I still like to sneak a cookie now and then. 3. Who are you talking to? “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat. 4. Consumer Insights - “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” - “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance. If I eat a 400 calorie cookie, it may mean giving something up.” 5. What does our consumer think now? I’ve never heard of Grays Cookies. But I’d likely need to try it and see if I like it. If it really does taste that good, it’s something I might consider as a snack. 6. What do you want your consumer to think/feel/do? (Desired Response) We want them to try Grays and see if they like the great taste. 7. What should we tell them? (Stimulus: benefit) With Grays Cookies you can still have a great tasting cookie without the guilt, so you can stay in control of your health. 8. Why should they believe us? In blind taste tests, Grays Cookies matched the market leaders on taste, but only has 100 calories and 2g of fat. In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs. 9. Brand Positioning Statement For “Proactive Preventers”, Women 30-45, Grays Cookies are the best tasting yet guilt-free pleasure so you can stay in control of your healthy lifestyle. That’s because Grays combines the great taste in a low fat and calorie sensible cookie. In blind taste tests, Grays Cookies matched the market leaders on taste, but only has 100 calories and 2g of fat. In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs. 10. Tone and Manner Successful, Motivated, Reliable, In Control, Natural. 11. Media Options Main creative will be in specialty health magazines, event OOH signage and in-store. Want to carry the idea into digital, social media and a microsite. 12. Mandatories The line: “best tasting yet guilt-free pleasure” is on the packaging. 25% of Print must carry the Whole Foods logo as part of our listing agreement and include the Legal disclaimer on the taste test and the 12 week study. Media Brief P. R. Brief Packaging Brief Social Media BriefIn-Store Brief Professional Brief Promo Brief Events Brief A well written creative brief takes everything you know about the brand and strategically desire, and distils it down to 1 page. And the main brief should drive every other brief within your brand, giving you consistency from the core of the Brand’s communication strategy.
    • 66. We make brands better. We make brand leaders better. Who is the audience for your creative brief? 1. The creative team: obvious choice. 2. The brand team: controls the brand manager from changing their mind or adding things. 3. The boss of the brand team: allows it to be easier for them to approve the work. 4. Main agency plus any related agencies: keeps all the work aligned and focused. 5. The next management team, after the current one: Builds longevity and consistency.
    • 67. A big wide creative brief gives up strategic control over the advertising A good brief should set up “creative” options, but never allow more “strategic” options We make brands better. We make brand leaders better.
    • 68. We make brands better. We make brand leaders better. The Good and Bad of a Creative Brief I see too many briefs that have both penetration and usage frequency as one objective. Stop this, it’s TWO STRATEGIES that leads you to two targets, two objectives, two messages and possibly two different media options. Your agency will come back with one ad that does penetration and one for frequency. An unfocused Brief Why are we advertising? Drive TRIAL of Grays Cookies AND get current users to USE MORE often. A focused Brief Why are we advertising? Drive trial of Grays Cookies by positioning it as “The good tasting Healthy cookie” Advertising Objective
    • 69. We make brands better. We make brand leaders better. The Good and Bad of a Creative Brief The best ads are rooted in consumer insights so you can connect and move the consumer in a way that benefits your brand. We recommend that you start with the consumers enemy—every product started by solving a problem, but every brand fights off an enemy in the consumers life. A product driven Brief What’s the consumer problem we are addressing? Gray’s market share is still relatively small. It is held back by low awareness and trial and the product usage is not on par with the category. A consumer driven Brief What’s the consumer problem we are addressing? I’m always watching what I eat. And then BAM, I see a cookie and I’m done. As much as I look after myself, I still like to sneak a cookie now and then. Consumer Problem
    • 70. We make brands better. We make brand leaders better. The Good and Bad of a Creative Brief An broad target Brief Who are we talking to? 30-50 year olds, current users and potential users. They shop mainly at Grocery and some Mass. They use 24.7 cookies a month An highly targeted Brief Who are we talking to? “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat. Having a 20 year age gap is too wide—your agency will give you one ad for 30 year olds and one for 50 year olds. You want CREATIVE options, not STRATEGIC options. We recommend a maximum 5 year age gap to give your ad focus. Going after current and new users is unfocused. Consumer Target
    • 71. We make brands better. We make brand leaders better. The Good and Bad of a Creative Brief A bad “stats driven” Brief Consumer Insights Gray’s product taste drives high trial to purchase (50%) compared to other new launches (32%)Consumers only use Gray’s 9.8 cookies per month compared to the Category Leader at 18.3 cookies. An insights driven Brief Consumer Insights “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” Bring insights into the brief as ways to tell the story to the creative team, so they can build stories that connect with your consumer. The best ads are those where you can almost see the insight shining through the work. Consumer Insights
    • 72. We make brands better. We make brand leaders better. The Good and Bad of a Creative Brief A bad Brief What is the Desired Consumer Response? We want them to THINK that Grays Cookies are unique. We want them to FEEL they can stay in control with Grays and it will keep them feeling successful in living their healthy lifestyle. And we want them to TRY Grays and see if they like the great taste. A Better Brief What is the Desired Consumer Response? We want them to FEEL they can stay in control with Grays. Desired Response You should choose ONE of think, feel or act, not a combination. Good advertising can only move one body part at a time—so you have to decide, or else your agency will show you creative options for each of these strategies and the best ad will decide your brand strategy.
    • 73. We make brands better. We make brand leaders better. The Good and Bad of a Creative Brief A feature oriented Brief What should we tell them? (Stimulus: benefit) Grays Cookies are the perfect modern cookie, only 100 calories and less than 2g of Fat. For those looking to lose weight, the American Dietician Society recommends adding Gray’s to your diet. You can find Gray’s at all leading grocery stores. A Benefit focused Brief What should we tell them? (Stimulus: benefit) With Grays Cookies you can still have a great tasting cookie without the guilt. Message Stimulus Speak in terms of benefits, not features. Focus your stimulus on what consumers get (rational benefit) or how consumers feel (emotional). Try to narrow what you TELL consumers to ONE THING, not a laundry list of things. If you tell them too much, they’ll hear NOTHING.
    • 74. We make brands better. We make brand leaders better. The Good and Bad of a Creative Brief The best briefs have few mandatories. I’ve seen Brand Leaders write long Mandatories lists, that makes it so prescriptive the agency ends up backed into a creative corner. A Bad prescriptive attempt to control the Creative Mandatories • Avoid humor, as a sarcastic tone will not work with our target market. • Preference is for real customer testimonials supported by before/after with our 90 day guarantee tagged on. • Ensure brand shown in first 7 seconds. • Use Snookie, as our spokesperson. • Ad setting in pharmacy will add credibility. Good attempt to give Freedom to the Creative Mandatories • The line: “best tasting yet guilt-free pleasure” is on our packaging • 25% of Print must carry the Whole Foods logo as part of our listing agreement • Include the Legal disclaimer on the taste test and the 12 week study. Mandatories
    • 75. We make brands better. We make brand leaders better. A big wide Brief might help you sleep at night… but it will eventually cause you nightmares!!! Where the big wide brief gives up strategic control Broad Target market that includes everyone who may one day buy your brand Conflicting objectives: penetration/usage, image/trial, master brand/specific product. Too Many Benefits: fast, effective, long lasting, safe, trusted. Desired Response: Drive Trial, establish Positioning, Connect Emotionally Too many overall Messages What your agency does with your big wide brief Give you various options for each sub-segment of your target. (1 for young, 1 for old) Give you various options that separately hit each objective (1 for trial, 1 for image). Give you the dreaded “marriage of benefits” type ad or even worse, they pick one benefit and throw others into a list. First meeting will have emotional ads, but they’ll quickly give up, demoralized, once you just choose the safe rational ads. Voice over will just talk faster
    • 76. When you don’t have much time, it doesn’t mean avoid writing a brief, it just means using The Mini Brief The Mini Communications Brief Objective Launch new Facebook page to drive trial among a younger audience. Target “Proactive Preventers”, women 35-40, live a healthy lifestyle but still cheat once in a while. Consumer Insights “Cookies are my weakness, the enemy of my diet, but I love them” Desired Response We want consumers to try Grays and experience the unbelievable taste. What We’ll Tell Them Grays Cookies are the best tasting yet guilt-free pleasure so you can stay in control of your health. You have to try it to believe it. You should never do the “phone call brief” because when you try to cut corners and go too fast, it actually takes longer. We make brands better. We make brand leaders better. 77Page
    • 77. Making ADVERTISING DECISIONS so you can choose great ads and reject bad ads 4 We make brands better. We make brand leaders better.
    • 78. A tool for brand leaders to help judge creative advertising ideas A very simple process is the ABCS of Advertising: Attention Branding Communication and Stickiness
    • 79. We make brands better. We make brand leaders better. Great Advertising BREAKS THROUGH and MOTIVATES consumers into some type of Action
    • 80. We make brands better. We make brand leaders better. Great advertising combines “branded breakthrough” (how you say it) and “move-able messaging” (what you say) Main Message connects with consumers and motivates them to think, feel or act differently about the brand. Ad breaks through by connecting the brand to the ad and communicates the brand’s story. “Moveable Messaging” (WHAT you say) “Branded Breakthrough” (HOW you say it)
    • 81. We make brands better. We make brand leaders better. Attention, Branding, Communication, Stickiness The Best Ads • Breaks through the clutter • Remembered for the Brand • Communicates Main Message • Makes brand seem different“Moveable Messaging” (WHAT you say) “Branded Breakthrough” (HOW you say it) Great advertising combines “branded breakthrough” (how you say it) and “move-able messaging” (what you say)
    • 82. Stickiness Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own. Brands have exist in the minds of the consumer. Communication Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it. Branding Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad. Attention You have to get noticed in a crowded world of advertising. Consumers see 6000 ads per day, in every part of their lives. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight. A B C S “Moveable Messaging” (what you say) “Branded Breakthrough” (how you say it)
    • 83. The best way to grab ATTENTION is to take a risk and do something creatively different
    • 84. We make brands better. We make brand leaders better. You have to EARN the consumers’ attention. 1. Be Incongruent: get noticed by being a bit off kilter or different from what they are watching. A lot of brand leaders are afraid of this, because they feel it exposes them. Avoid being like “wallpaper” If you want a high score on “made the brand seem different”, it starts with acting different. 2. Resonate: Connect with the consumer in the true way that they see themselves or the true way that they interact with the brand. 3. Entertain them: Make them laugh, make them cry, or make them tingle. From the consumers view—they interact with media to be entertained. 4. The Evolution of the Art of Being Different: As much as Movies, TV, music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention. How do we earn their attentionAttention More Attention getting techniques continued on the following page
    • 85. We make brands better. We make brand leaders better. 5. Location Based: Be where your consumers are open and willing to listen. Make sure your creative makes the most of that media choice. 6. Be Part of the Content: As much as consumers are engaged in the content, not the advertising, then having your brand front and center and part of the story. Watching a movie and seeing a product or creating content on line that engages like Toyota’s Swagger Wagon or the brilliant BMW Films site from 10 years ago. 7. Be Sharable: Amazing story-telling ads getting passed around on social media vehicles. These long videos are great for engaging the consumer emotionally. How do we earn their attentionAttention
    • 86. Albino fruit flies mate at twice the rate of normal fruit flies. In advertising, try to be more like an albino fruit fly!!! We make brands better. We make brand leaders better.
    • 87. We make brands better. We make brand leaders better. We make brands better. We make brand leaders better. Resonate With Your Consumer Attention
    • 88. The best BRANDING comes when you connect the Brand to the Climax of the ad.
    • 89. We make brands better. We make brand leaders better. There is an old advertising saying “half of all advertising is wasted, but we aren’t sure which half”. The average brand link is 50%--we have to get past that mark. 1. Make your brand part of the Story: in the spirit of big ideas, how do you tell a story, using your brand. It’s not how much branding you use, but rather how closely connected the brand to the climax of your ad. 2. Is it the Truth: It sounds funny, but if there is a disconnect between what you say, and what you really are, then the brand link won’t be there. 3. Own the Idea Area: Be a bit different—make sure that what you do sets you apart from anyone else. 4. Repeat: simplest way to get branding is to repeat and repeat and repeat. Put your branding at the spots maximum involvement spot Branding
    • 90. We make brands better. We make brand leaders better. Maximize the brand involvement • Avoid cutting away to a white screen. My pet peeve in advertising is when I hear creatives say “and then we cut to the pack shot”. When I hear that, I wonder why people are afraid of the brand? That’s the “gag and tag” approach where consumers will think it’s funny and they say they like that ad, but then “can’t remember what brand its for”. The way to get maximum involvement is to force your creatives to make your brand part of the story. • People remember stories. If that story involves the brand, then naturally we would have more branding. A powerful story can capture the consumer, and hold them, but also leave them with a little magic. It’s the brand’s life story, the purpose or the reason for being and that will make the brand much more memorable. Make the brand part of the story. Be Part of the Story with High InvolvementBranding
    • 91. The best way to COMMUNICATE is through Story Telling that involves the brand. C
    • 92. We make brands better. We make brand leaders better. Communicating is about selling. Keep in mind, communication is not what is said, but what is heard. 1. Start a Dialogue: If you can do a good job in connecting with the consumer, the branding idea can be a catalyst that enables you to converse with your consumer. 2. What are you Selling? You have to keep it simple— you only have 29 seconds to sell the truth. Focus on one message…keep asking yourself “what are we selling”. 3. Powerful Expression: try to find one key visual that can express what you are selling. This visual can be leveraged throughout 4. Find Your “More Cheese”: its so obvious what people want, but we just can’t see it or articulate it. 5. Sell the Solution—not the Problem: Brands get so wrapped up in demonstrating the problem, when really it is the solution consumers want to buy. What are you selling? Then sell it!!!Communication
    • 93. The best way to Stick is to have an idea that is big enough. S
    • 94. We make brands better. We make brand leaders better. We all want our ads to stick. Ask “will this idea last 5 years” 1. Dominant Characteristic: things that are memorable to the senses (visual, sounds, smells, etc) and have something that dominates your mind 2. How Big Is the Idea? Its proven that a gold fish will get bigger with a bigger bowl. The same for ideas. 3. Telling Stories: while visuals are key to communicating, people remember stories—that’s how we are brought up— with ideas and morals designed to stick. 4. Always Add A Penny: With each execution, you have a chance to add something to the branding idea. 5. Know Your Assets: there has to be something in your ad that sticks, know what that is and then use it, in new executions or in other parts of the marketing mix. How do you get your idea to stick?Stickiness
    • 95. We make brands better. We make brand leaders better. Case Study: Find a Big Idea that can last foreverStickiness
    • 96. We make brands better. We make brand leaders better. There are two types of assets that you want to stay aware of: 1. Brand assets, which you can look to image scores or main messaging scores in your tracking. You want to make sure that you continue to build through the campaign. These become the heart of the brand’s truth. 2. Creative assets, which are those images, icons or parts of the ads that being remembered and internalized. You want to understand what’s breaking through and continue to use those in future executions. This starts to give your brand a sense of consistency in execution. Know your assets: setting yourself apartStickiness
    • 97. We make brands better. We make brand leaders better. 1. Set Yourself Apart. Beloved Brands must be different, better, cheaper or not around very long. The story telling of the brand's promise should help to separate the brand from the clutter of our minds. That starts with creative that feels different and makes the brand seem different. 2. Focused! A focused target, a focused message, a focused strategy against a focused communication idea and a focused media. 3. Keep the Idea and Communication very simple. Communication is not what is said, but what is heard. Too many people try to shout as many messages as they can in one ad. What the consumer hears: a confusing mess or nothing really. My challenge to you is to stand up on a chair and yell your main message as though you are standing on top of a mountain. If you can't YELL it out in one breath, then your idea is too complex. The Volvo Brand Manager gets to yell "Safety" in one clean simple breath. Can you do that? List continues on the next page Check list of 10 things that good ads should do
    • 98. We make brands better. We make brand leaders better. 4. Have a Good Selling Idea. While big ideas break through, they also help you to be consistent, because you have to align your thinking to the Big Idea. You'll see consistency over time, across mediums--paid, earned, social and search, throughout the entire brand line up of sub brands. Consumers will start to connect to the big idea 5. Drive Engagement: Too many Brand Leaders get so fixated on saying their 7 messages that they figure the ability capture attention is just advertising fluff. But it all starts with Attention. The consumer sees 5,000 ads a day and will likely only engage in a handful. If you don't capture their attention, no one will remember the brand name, your main message or any other reason to believe you might have. 6. Let the Visuals do the talking. With so many ads, you need to have some visual that can capture the attention, link to your brand and communicate your message. The 'see-say' of advertising helps the consumers brain to engage, follow along and remember. As kids, we always love the pictures. We still do. List continues on the next page Check list of 10 things that good ads should do
    • 99. We make brands better. We make brand leaders better. 7. Sell the solution, not your product. People use brands to solve problems in their lives. They'd prefer not to have that problem than have to buy your brand. No one has ever wanted a quarter inch drill, they just need a quarter inch hole. 8. Be Relevant with the Consumer. A beloved brand finds a way to matter to those who really care. Not only the right brand promise but in the right communication of that promise. You can't sell carpet cleaning to someone who just has hard wood floors. 9. Have the Ads based on a consumer Insight. Insights are not facts about your brand. That's just you talking AT the consumer. Insights allow you to connect and turn the ad into a conversation. Insights are something the consumer already knows but they didn't realize that everyone felt that way. Insights enable consumers to see themselves in the situation and once you do that, the consumers might then figure the brand must be for them. 10. Tell the story behind the brand. Talk about your brand's purpose. Why did you start this brand? What do you hope that the brand really does to help people? Why do you get up in the morning. Check list of 10 things that good ads should do
    • 100. How to provide COPY DIRECTION that inspires and challenges to get great Advertising 5 We make brands better. We make brand leaders better.
    • 101. The style in which an ad better, or destroy it before it’s ever is made Be passionate, open with your feelings, challenge the work to be better, take chances, reward effort and celebrate successes together.
    • 102. We make brands better. We make brand leaders better. As brand leaders we NEVER MAKE ADS, which leaves us only three options at any stage: Approve the work Reject the work Change the work Brand Leaders RARELY approve advertising out right, are UNCERTAIN of what to reject, so they opt too many times to CHANGE the work.
    • 103. If you aren’t talented enough to come up with an ad in the 1st place, why are you now talented enough to do something even harder: To change the ad!
    • 104. If the creative brief is a “box” for the Creative Team to figure out the solution to. Creative teams are problem solvers. They want your problems not your solutions. Then use your feedback to create a new “box” for them figure out a new solution. We make brands better. We make brand leaders better.
    • 105. To many Brand Leaders, being on the “hot seat” in the creative meeting can feel like your brain is spinning. Why did they choose purple? I’m going to recommend Red. I have to finish my forecast Will this hit our trial targets We did this spot 3 years ago on a beach. I hate that spot but I guess I get to go to Hawaii. Is there enough branding? Where is our new claim? I’m not sure this humor is appropriate Is this all they have? What will my boss say? Do you think these people know I have only made a few ads? This ad might get me promoted It looks like our competitor did this I like this spot, but I might switch the lead to a female, and older. This agency does Budweiser. Where are those creative guys? I never liked the brief We make brands better. We make brand leaders better.
    • 106. We make brands better. We make brand leaders better. In the room, start with your instincts and thinking fast. How passionate are you? If you don’t love it, how do you expect your consumer to love it? If you “sorta like” it, then it will be “sorta ok” in the end. But if you love it, you’ll go the extra mile and make it amazing. Would you be proud of this as your legacy? What’s your immediate reaction when you reach for your instincts? Relax, slow yourself down enough to soak it in, right in the meeting. It’s easier to quickly reject out of fear than find what your gut really says. Many times, instincts get hidden away because of the job. Do you love it? Gut Reaction? You’re not doing anyone a favor keeping work you don’t love. Thinking Fast First The n
    • 107. We make brands better. We make brand leaders better. After the room, take your time and think slowly. Is the Ad an expression of what you wrote in your strategy documents? Use the ABCS to help frame things, so you can evaluate it past how you feel. The tool gives you something to ground yourself. Take your time with this thinking. Is it BIG IDEA, you can see lasting for 5-10 years, going across various mediums (mass, on line, in store), capable of speaking of the entire product line up, Think about leaving a legacy—which forces you to think of campaign-ability. Is it on Strategy? Long Term Potential There’s nothing wrong with taking your time, to let things soak in. This is where you make better strategic decisions. Thinking Slowly First The n
    • 108. We make brands better. We make brand leaders better. Feedback can make a great ad, or destroy a relationship. • Remember to relax and smile: I always find that the room gets so tense, stiff and serious: we forget to laugh, smile and be real. Have Fun with it: Take the attitude that If we are having fun, then so is the consumer. • Give the feedback in three ways: ① First Impressions: during the presentation, it’s great to be engaged enough to say “I like that” or ask a question. ② Giving Direction: focus on what‘s working and how to make it better. Focus more on the board you like first, and then move to the ones you don’t like with less detailed feedback. ③ Leave the Detailed Direction on how to make it better for the day after. Moving the details (copy points, placement, colors) to the next day, helps focus the immediate comments on big picture items. Take 24 hours to digest all the little details • Focus on direction, not feedback: Feedback is static, direction has action. Speak on behalf of your consumer and your brand.
    • 109. We make brands better. We make brand leaders better. Archaic processes for giving feedback aren’t working. 1. Account Team re-reads the brief then they do a set up of each board, explaining the technique/process (e.g. this is funny) Set ups taint the client’s view of a spot. 2. Agency presents 3 scripts, and says which one is their favourite. Potentially de-motivator if you ask for their favourite and then dismiss it. A better question is “which spot did you find you kept coming back to?” 3. Client Feedback is given with the most junior person goes first, all the way up to the senior person in the room. This feels very 1950s humiliation and de-motivating to the junior people on the team. Old Process we all use has everyone talking. Agency walks away with many messages. Brand Leader doesn’t feel they own it.
    • 110. We make brands better. We make brand leaders better. A 15-minute client huddle helps the work get better 1. Agency gets one piece of feedback. Time allows client to get the story straight. The break helps to slow down process so the client can think things through. 2. Gives Ownership to the Brand Leader, who should do all the speaking on behalf of the team, not the most senior person in the room that over- rules them. 3. Client Team has a very open discussion, freely hearing out everyone’s thoughts, giving the junior people easier input the final opinion. Brand Manager hears everyone then consolidates it to one message. New “huddle” Process has Brand Leader giving agency ONE direction. Full alignment alignment on client side. Brand Leader owns it.
    • 111. We make brands better. We make brand leaders better. Clients need clear decision making process in place. • Decision Making: Team leader in the creative meeting room gives direction to make the work as good as it can be before selling it in. This gives them ownership over the project. maximum to get it right. • Pre Testing Does Help: Narrow the creative concepts down to 1-3, put into animatic format and test to determine success potential in the market. Instincts are great, but having them confirmed by consumer feedback is even better. • Selling the work in to the Organization. The team leader accompanied by the senior account person (plus Creative Director if needed) should jointly sell it in the organization. • Make sure you leave Enough Time: While everything is a rush these days, a well run project, with adequate breathing space for creative ideas, 2-3 rounds of creative, potential testing and adequate time for development. Own it enough to live in it. It’s your ad, make sure you are leading it. Be decisive, clear and communicate.
    • 112. We make brands better. We make brand leaders better. We make brands better. We make brand leaders better. Own your own advertising. If you hired a designer to re-do your kitchen, leverage their expertise, but make something you can live in.
    • 113. We make brands better. We make brand leaders better. Relationship matters to the Agency. Earn the best work. • Communication Goes Both Ways: Exhibit the leadership style that welcomes feedback, and gives it. Each side brings an expertise, the agency has advertising and communication expertise and the client brings consumer/brand expertise. • Seek Advice Beyond Advertising: Good account people know what it takes to be a good marketer. They can help you on the side. And many times, their superior people skills can help a client that might be lacking in that area. • Build a relationship with the Creative Team: The creative teams want to engage with the client and will respect your attempts to get closer to them. Like anyone, they will do a better job for those they know, respect and even admire. Being the best client, will attract the best creative people on a given team. They’ll want to work on your brand. Agency people are more emotionally driven. Be one of the favorite clients of your agency and your work will get better.
    • 114. To get better Advertising, here are 5 challenging questions Brand Leaders should be asking themselves: If you knew that how you showed up as a Client was the biggest factor in getting better advertising, do you think you would actually show up differently? If so, then show up right. Are you one of the FAVORITE clients of your agency? You should inspire everyone to WANT to work on your brand, never treat them like they HAVE to work on your business. Do you stay focused on ONE target, ONE strategy, ONE benefit behind ONE big idea? Avoid the “just in case list” where you add “one more thing” If you meet resistance to GREAT advertising, even from your boss, are you the Brand Leader that is willing to fight anyone in the way? You will start to see everyone begin to fight for you. Do you resist approving Advertising that is “just OK” and “safe”? What signal do you think it sends everyone involved? You have to LOVE your advertising, and never settle for OK. 1 2 3 4 5 We make brands better. We make brand leaders better.
    • 115. We make brands better. We make brand leaders better. We make brands better. We make brand leaders better. If you don’t love your work, how do you expect the consumer to love your brand. We make brands better. We make brand leaders better.
    • 116. Steve Jobs Love what you do: never settle. We make brands better. We make brand leaders better.
    • 117. If how you show up to the agency will produce better advertising work. Then show up right.
    • 118. We make brands better. We make brand leaders better.
    • 119. We make brands better. We make brand leaders better. We create a winning brand positioning for your brand. We write brand plans that everyone can follow. We find advertising that drives growth for your brand. We will make your team of brand leaders better. 1 2 3 4 As a brand coach, we make brands better and we make brand leaders better, by provoking you to think differently about your future.
    • 120. We make brands better. We make brand leaders better. We create a winning brand positioning for your brand Beloved Brands Inc. 55 Bridewell Cres., Richmond Hill, ON Canada L4C 9C3 T: 416-885-3911 E: graham.robertson@beloved-brands.com CREATIVE BRIEF FOR GRAY’S COOKIES 1. Why Are We Advertising · Drive awareness and consideration of the new Grays Cookies as “The Healthy Choice to Snacking” brand positioning. 2. What’s the Consumer Problem We are Addressing · Cookies are my enemy. I’m always watching what I eat. And then BAM, I see a cookie and I’m done. As much as I look after myself, I still like to sneak a cookie now and then. 3. Who are you talking to? · “Proactive Preventers”. They do whatever it takes to stay healthy, they run, workout and eat right. Women, 25-45 with bulls-eye target of 35-40. For many, Food can be a bit of a stress-reliever and escape even for people who watch what they eat. 4. Consumer Insights · “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” · “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance. If I eat a 400 calorie cookie, it may mean giving something up.” · “I shop at Whole Foods and love to explore the new items. The last few years, there have been some tremendous advances in making great tasting options—in a healthy package.” 5. What does our consumer think now? · I’ve never heard of Grays Cookies. But I’d likely need to try it and see if I like it. If it really does taste that good, it’s something I might consider as a snack. 6. What do you want your consumer to think/feel/do? (Desired Response) · We want them to try Grays and see if they like the great taste. 7. What should we tell them? (Stimulus: benefit) · Grays Cookies are the best tasting yet guilt-free pleasure so you can stay in control of your health. You have to try it to believe it. 8. Why should they believe us? · Grays combines the great taste in a low fat and calorie sensible cookie. In blind taste tests, Grays Cookies matched the market leaders on taste, but only has 100 calories and 2g of fat. · In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs. · Grays uses all natural ingredients. 9. Tone and Manner · Successful. Motivated. Reliable. In Control. Natural. 10. Media Options · Main creative will be in specialty health magazines, event OOH signage and in-store. Want to carry the idea into digital, social media and a microsite. 11. Mandatories · The line: “best tasting yet guilt-free pleasure” must be included in the spot. · 25% of Print must carry the Whole Foods logo as part of our listing agreement. · Legal disclaimer on the taste test and the 12-week study. Creative BriefThe Big Idea 1 We use a workshop style process that helps your team find a winning brand positioning, pushing the emotional benefits. We can validate with consumers through a testable brand concept. We’ll work to create a Big Idea that frames the external and internal promise of your brand. We’ll leave you with an execution ready creative brief to hand to your agency. Customer Value Proposition Positioning Statement I’m curious for knowledge I feel optimistic I want to be in control I am comfortable I want to be myself Our consumer Mo vated Special Successful Inspired Excited Interes ng Alive Cool Playful Popular Trendy Likeable Friendly In mate Happy Easy-going Nurtured Compassion Down-to--earth RelaxedHonest Family Trust Safe Respect Reliable Knowledge Wisdom Smarter Competent I want to feel liked I want to feel free © Hotspex Inc “Emo onal cheat sheet” for brands I want to be noticed Emotional Cheat Sheet Brand Concept Mapping 5 Connectors We coach brand leaders on creating a brand idea and brand positioning that will help your brand win in the market.
    • 121. We make brands better. We make brand leaders better. We work with your team to dig deep to uncover the key issues. We use a workshop style process to help your team lay out a long range strategic road map and brand plan that everyone in your organization can follow. We then work with your team to create actionable project plans for each tactic with goals, milestones and budget. Purpose Worksheet Summary for wri ng of a Brand Plan Goals Values Tac cal Plan Strategy Key Issues • At Apple, we want to make a dent in the universe by challenging the status quo and thinking differently. • We believe equally in art and technology. • Apple wants everyone in the world to be part of the future. • Consumer first • Simplicity and ease-of-use • Stylish designs • Fast-to-market • Community • Con nue 10% sales growth • Double market share in Asia, • Launch 5 new technologies per year. Regain Leadership in Smart Phone technology Geographic focus into China Build around Cloud technology High service to ghten Apple community • Size op ons • Win on design • Launch watch • Specific products • Brand Building • New retail space • Launch into TVs • Integrate retail purchasing • Take services online • Increase courses • New retail spaces • How do we ba le Samsung/Google in smart phones? • How do we expand our growth beyond a fla ening North American market? • Where will the next round of innova on come from? • How do we strengthen bond with our most loyal Apple users? Using Apple as an Example Promise: We make it so easy to use electronics, that you will feel smarter and at the leading edge of technology Experience: Apple starts with the consumer experience & works back to the technology, elimina ng frustra ons. Story: Technology shouldn’t be in mida ng or frustra ng. We make it simple enough so you can be engaged right away. Freshness: Surprising technology that changes the world. Every product is stylish, simple, easy to use & leap frogged compe tors. Strategy: Technology with stylish designs made simple & consumer friendly stretching across a broad array of electronics products. Purpose: At Apple, we want to make a dent in the universe by challenging the status quo and thinking differently. We believe equally in art and technology. Brand Vision: Apple wants everyone in the world to be part of the future. Brand Strategy Road Map for the Future Values: Consumer first, simplicity and ease-of-use, stylish designs, fast-to-market, community. Goals: Con nue 10% sales growth, double market share in Asia, launch 5 new technologies per year. Strategies: Regain Lead in Smart Phone Technology Geographic focus into China Build around Cloud technology High service to ghten Apple community Tac cs: • Size op ons • Win on design • Launch watch • Specific products • Brand Building • New retail space • Launch into TVs • Integrate retail purchasing • Take services online • Increase courses • New retail spaces The Big Idea: Apple makes technology so SIMPLE that everyone can be part of the future © Beloved Brands Inc. Brand Assessment Con nue/Enhance • Stay focused on things going right, accelerate against them. Con nuous improvement. Minimize/Reverse • Close the leaks, develop turnaround plans or re-focus the team against the trend. Take Advantage of • Build plans to mobilize the brand to see if the opportunity is a winning space for the brand. Avoid/Con ngency • Iden fy and measure the risk, explore plans to avoid. Fill the gap before a compe tor. What’s Inhibi ng the Growth? What are the untapped Opportuni es? What are the Threats? What’s Driving the Growth? Defining Key Issues Strategy Worksheet Idea Evaluation Strategic Road Map 1 Year Brand Plan Project Plans We coach Brand Leaders to build highly focused strategic brand plans that everyone in your organization can follow We write brand plans that everyone can follow2
    • 122. We make brands better. We make brand leaders better. Advertising AdviceProvocative Voice Agency SearchAdvertising Audit We work with your brand team and agency to find advertising that drives growth on your brand. We conduct advertising audits to help uncover better processes for your team. With a provocative voice, we provide advice at every stage of the advertising process from assessing creative briefs through judging advertising ideas to final production. We also provide agency evaluation and lead search processes. We coach brand leaders and agencies at every stage so they can to create better advertising to drive growth on your brands We find advertising that drives growth for your brand3
    • 123. We make brands better. We make brand leaders better. Strategic Thinking Brand Plans Positioning Statements Creative Briefs Brand Analysis Better Advertising Media Plans How to Run Your Brand Managing your Marketing Career Motivational Lunch and Learns 1 2 3 4 5 6 7 8 9 10 “Graham makes Brand Leaders. His boot camp style instruction is perfect for the development of anyone in brand management. He challenges you to be better, makes you question your decisions with rigor and provides the right level of coaching to bring you to the next level.” Program Participant Here is the menu of workshops that we provide: We can customize training programs to the needs of your team with a strong menu of interactive brand leadership workshops We will make your team of brand leaders better4
    • 124. We make brands better. We make brand leaders better. We like that our clients speak on our behalf “Beloved Brands assisted us in the transformation of our brand positioning and company culture. Graham helped steer people towards finding their own solutions and owning them, as opposed to just giving people the answers.” Keith Gordon President, NFL Players Inc. “Beloved Brands has been a tremendous asset to Earls. Graham helped us to uncover a new vision, big idea for the Earls brand and strategic business plan. We were so pleased with the results, we used Beloved Brands to develop Earls’ cultural brand service values which were rolled out to all 6000+ employees.” Monique Gomel VP Marketing, Earls Restaurants “The knowledge base of Beloved Brands is quite vast and practical, he literally helped to upgrade my strategy team significantly. He took our planning team through several modules from strategic thinking to creative briefs and overall brand management. Graham is a great developer of people, and I would love to work with him again.” Feyi Olubodun Head of Planning, Grey Advertising, Nigeria
    • 125. Graham is one of the voices of the modern brand leader. He started Beloved Brands, knowing he could make brands better and brand leaders better. Graham believes passion matters in marketing, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. Graham spent 20 years in brand management leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award. He has an MBA from the Ivey Business School, ranked the #1 International business school by Business Week. As a Brand Coach, he can help you create a winning positioning statement for your brand, write a brand plan everyone can follow, find advertising that drives growth and train your team of brand leaders to reach their full potential. The client list for Beloved Brands includes the NFL Players Association, Reebok, Pfizer Capital One, 3M, Sun Products and Earls. Graham’s weekly blog (beloved-brands.com) has a vast following with over 3 million views, and his public speaking appearances inspire brand leaders to love what they do. Graham Robertson • Beloved Brands We make brands better. We make brand leaders better.
    • 126. We make brands better. We make brand leaders better. At Beloved Brands, we promise to make your brand better and make your brand leaders better. We believe passion matters, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. We will challenge you to think differently about your future, because the thinking that got you here may not get you to the next level. Our Credo Brand Personality Products & Services Internal Beacon Consumer Views We create winning a brand positioning, brand plans that everyone can follow and find advertising that drives brand growth. With 20 years of CPG Marketing experience, it’s like having a VP Marketing in the room. We bring a sound planning process with provocative tools that make you think different. We will provoke you to think different. We coach when you feel stuck and when you want to push when you want to push to reach your full potential. Big Idea: We make brands better. We make brand leaders better. Passion in marketing Matters. We believe the more loved a brand is by consumers, the more powerful and profitable that brand will be. The Big Idea behind Beloved Brands We make brands better and we make brand leaders better, by provoking you to think differently about your future.
    • 127. We make brands better. We make brand leaders better. LOVE IT INDIFFERENT BELOVED LIKE IT Brands move along Love curve1 Promise Experience Story FreshnessStrategy Connect to build love in 5 ways Brand Consumer 2 Brand Power Media Consumers Influencers Culture Channels Competitors Suppliers New Entrants Love creates sources of power3Power drives profit in 8 ways4 We believe passion matters, because the more loved a brand is by consumers, the more powerful and profitable that brand will be. Higher Margin % 1 2Premium Price Trading Up Stealing share Get loyal Users to use more 5 6 3 Lower Cost of Goods Efficient Spend4 7 8 Enter New Markets Find New Uses Price Cost Share Market Size Higher Volume
    • 128. We would love the opportunity to help you to make your brand better. We love what we do and we know that it shows at every stage of the project. Graham Robertson • Beloved Brands • 416 885 3911 • graham@beloved-brands.com

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