Brand Leaders
BOOT CAMP
We make brands better.
We make brand leaders better.
Better people make better
work and drive better
results.
We make brands better.
We make brand leaders better.
3-Day Boot Camp
Brand Plans
1. Strategic Thinking
2. Analytics
3. Bra...
• How to THINK
STRATEGICALLY, helping to
make focused choices on the
pathway to your vision
• Role of BRAND STRATEGY in
cr...
Everyone in marketing thinks they are strategic. Yet
no one every explains what strategic means and very
few every teach h...
Before you dive into strategy, you have to dive into the
brand’s performance metrics and look at every part of
the busines...
A good Brand Plan provides a road map for everyone in the
organization to follow: Sales, R&D, agencies, senior
leaders and...
1. Who is in the consumer
TARGET? (Who is the most
motivated to buy what you do?)
2. What is the BENEFIT we are
selling? (...
The brand positioning statement sets up the brand’s
promise to the consumer, impacting both external
communication (advert...
The brief helps focus the strategy so that agencies can take
key elements of the brand plan positioning to and express the...
Brand Leaders rely so much on agencies to execute. They
need to know to judge the work effectively to ensure they are
maki...
“Graham makes Brand Leaders. His boot camp
style instruction is perfect for the development of
anyone in brand management....
We work the way that best meets your needs
Team Building Off sites
Boardroom
via Skype Large Group
Small Group
Brand Leade...
Graham is one of the voices of the modern brand leader. He started Beloved
Brands, knowing he could make brands better and...
We would love the
opportunity to help
you become a better
brand leader.
Graham Robertson • Beloved Brands • 416 885 3911 •...
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Boot Camp for Brand Leaders

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At Beloved Brands, we make Brands better and we make Brand Leaders better.

We love knowing we were part of helping someone to unleash their full potential. We will challenge you to Think Different. We believe the thinking that got you here, will not get you where you want to go. Beloved Brands has a growing reputation for finding growth where others couldn’t. We love to help on turnarounds, brand re-positioning, sustaining success and new launches. Our Client list includes NFL Players Inc, Earls restaurants, 3M, 649 Lottery, Carlsberg beer, Slimquick, Red Racer beer, Shagri-la Hotel and Fluke. Contact us at graham.robertson@beloved-brands.com

Published in: Business, Technology

Boot Camp for Brand Leaders

  1. 1. Brand Leaders BOOT CAMP
  2. 2. We make brands better. We make brand leaders better. Better people make better work and drive better results.
  3. 3. We make brands better. We make brand leaders better. 3-Day Boot Camp Brand Plans 1. Strategic Thinking 2. Analytics 3. Brand Planning Advertising 1. Positioning 2. Creative Briefs 3. Advertising Decisions Option A Option B
  4. 4. • How to THINK STRATEGICALLY, helping to make focused choices on the pathway to your vision • Role of BRAND STRATEGY in creating a bond, power and profit, beyond what the product itself could achieve. • The THREE TYPES OF STRATEGY including consumer, competitive and situational strategy • We take Brand Leaders through each ELEMENT OF THE PLAN, explaining key terms such as vision, purpose, key Issues, strategies and tactics. • We’ll show how your strategic options get EXECUTED in terms of media, R&D or the brand experience the culture creates behind the promise. • With each key term, we’ll take it on a test run using your brand for the example, giving feedback on the spot. • GOOD ANALYTICS PRINCIPLES. Tell stories with data to Gain more support for your analysis. • Assess HEALTH & WEALTH via category, consumer, channels, brand, competitors • Analysis turns fact into INSIGHT and data breaks sets up STRATEGIC CHOICES • Turn analytical thinking into PROJECTIONS Extrapolating data into the future. • How to write ANALYTICAL STORIES for management. Workshop 1: Strategic Thinking Workshop 3: Brand Plans Workshop 2: Analytical Thinking We make brands better. We make brand leaders better. Brand Plans Boot Camp
  5. 5. Everyone in marketing thinks they are strategic. Yet no one every explains what strategic means and very few every teach how you can change your thinking. At Beloved Brands, strategic thinking is the foundation from which we build on, helping Brand Leaders create a vision, leveraging an opportunity and using focus, early wins, leverage and gateways to gain bigger results. • Brand Leaders are taught how to think strategically to make focused choices on the pathway to your vision, learning the value of great questions before answers. • We look at the role of brand strategy in creating a bond, power and profit. • We teach the 4 types of strategy: consumer, competitive, situational and purpose-driven strategy • We will lead you through a hands-on workshops that lets you try out concepts on your own brands with hands-on coaching to help you improve. How to think Strategically Turning focus into bigger gains for your business Strategic Thinking We make brands better. We make brand leaders better. Early Win Leverage Gateway Vision Focus Opportunity Brand Plans Boot CampDay One
  6. 6. Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand. • At Beloved Brands, we show how to turn data into strategic stories, that help brand leaders express opinions backed by fact. • We start with good analytical principles and show how to assess category, consumer, channels, brand, competitors to tell health & wealth of Brand • We use the analysis to turn fact into insight and data breaks sets up strategic choices. • We show you how to turn analytical thinking into projections extrapolating data into the future, starts with what you are see in the current. • We then summarize how to write analytical stories for management, with a hands-on workshops to develop a Business Review presentation using your own brands. How to do Brand Analytics Turning data into analytical story telling Driver #1: Taste drives a high conversion of Trial to Purchase (65% vs. norm of 50%). 19 • In a blind taste test, Gray’s performed equal to the consumer’s regular cookie. When Consumers found out it was a low fat, low calorie op on, they said they would make it their regular cookie. • In the market, Gray’s has a very high conversion to purchase bea ng the norm (65% to 50%) and considerably higher than the other two ‘healthy’ cookies (Dad’s and Sarah’s) • Gray’s taste helps drive a high repeat %, bea ng norm 40% to 25%. 19 Conversion % to Purchase Repeat % 0 20 40 60 80 Gray's Norm Dad's Sarah's 65 50 38 33 0 10 20 30 40 Gray's Norm Dad's Sarah's 40 25 22 33 Con nue to look to opportuni es to drive trial, because of the high conversion to purchase. We make brands better. We make brand leaders better. Brand Assessment Key Issues Brand Plans Boot CampDay Two
  7. 7. A good Brand Plan provides a road map for everyone in the organization to follow: Sales, R&D, agencies, senior leaders and even the Brand Leader who wrote the plan. At Beloved Brands, we explain and show Brand Leaders how to write every part of their Brand Plans, whether it’s a long-range strategic brand roadmap or one year brand plan. • We take Brand Leaders through each element of the Plan, explaining key terms such as vision, purpose, key Issues, strategies and tactics. • We’ll show how your strategic options get executed in terms of media, R&D or the brand experience the culture creates behind the promise. • With each key term, we’ll take it on a test run using your brand for the example, giving feedback on the spot. • We’ll use a hands-on workshop to put the Brand Plan into a presentation for management and a very tight one page Brand Plan summary document for all to follow. How to write a Brand Plan Creating a brand plan that everyone can follow We make brands better. We make brand leaders better. 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. Strategic Road Map 1 Year Brand Plan Brand Plans Boot CampDay Three
  8. 8. 1. Who is in the consumer TARGET? (Who is the most motivated to buy what you do?) 2. What is the BENEFIT we are selling? (What is your main benefit?) 3. Why should they BELIEVE us? (Support points to back up what you say) 4. What’s the BIG IDEA and long range feeling the brand evokes (What is the Big Idea for the brand?) • The ROLE OF ADVERTISING in changing consumer behavior to drive drive the brand’s bond, power and profit. • Before the brief, do your homework with an ADVERTISING STRATEGY that combines positioning and brand plan. • How to turn the Advertising Strategy into a CREATIVE BRIEF that produces great communications of the brand story Workshop 1: Positioning Workshop 3: Advertising Decisions Workshop 2: Creative Briefs We make brands better. We make brand leaders better. Advertising Boot Camp • Making ADVERTISING DECISIONS so you can choose great ads and reject bad ads • How to provide COPY DIRECTION that inspires and challenges to get great Advertising • How to leverage MEDIA INVESTMENT to help build your Brand • How to build STRATEGIC MEDIA DECISIONS your Planning process, using traditional and on-line media
  9. 9. The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise At Beloved Brands, we explain and show brand leaders how to write classic brand positioning statements with the target market, key benefits and reason to believe (RTBs). • We start with the consumer and build a customer value proposition. We’ll teach how to define the target market and build insights to bring their story to life. • We show you the difference between features and benefits, looking at rational benefits (what do I get?) and emotional benefits (how does it make me feel?) • We will show how to turn positioning into a brand concept that can be ready for research testing. • Our hands-on workshop helps you write your brand’s positioning statement with live coaching. How to write Positioning Statements The promise the brand makes to the consumer We make brands better. We make brand leaders better. Positioning Statement Brand Concept Advertising Boot CampDay One
  10. 10. The brief helps focus the strategy so that agencies can take key elements of the brand plan positioning to and express the brand promise through communication. At Beloved Brands, we help the Brand Leaders take the elements of strategy (from the Brand Plan) and positioning (from the Brand Positioning Statement) and distill it down into a very succinct 1-page Creative Brief. • We start with the role of advertising in changing consumer behavior to drive drive the brand’s bond, power and profit. • Before the brief, we show you how to do your homework with an advertising strategy that combines positioning and brand plan. • WE then turn the Advertising Strategy into a creative brief to produce great communications of the brand story • The hands-on workshop is a great tool for developing creative briefs on your brand, looking at objectives, target, consumer insights, stimulus and response. How to write Creative Briefs Translating the strategy for agencies 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. We make brands better. We make brand leaders better. Creative Brief Mapping 5 Connectors Advertising Boot CampDay Two
  11. 11. Brand Leaders rely so much on agencies to execute. They need to know to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise. At Beloved Brands, we provide Brand Leaders with tools and techniques for judging communication concepts from agencies, as well as process for making decisions and providing effective feedback. • We talk about the crucial role of the brand leader in getting amazing Advertising • We teach how to make advertising decisions so you can choose great ads and reject bad ads looking at tools such as Attention (A), Branding (B), Communication (C) and Stickiness (S) • We show how to provide copy direction that inspires and challenges the agency to get great Advertising • We’ll also talk about how to be a better client so you can motivate and inspire your agency. How to make advertising decisions Evaluating, deciding and giving direction to agencies We make brands better. We make brand leaders better. Advertising Decisions Running Ad Process Advertising Boot CampDay Three
  12. 12. “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 We make brands better. We make brand leaders better.
  13. 13. We work the way that best meets your needs Team Building Off sites Boardroom via Skype Large Group Small Group Brand Leader Training We make brands better. We make brand leaders better.
  14. 14. 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.
  15. 15. We would love the opportunity to help you become a better brand leader. Graham Robertson • Beloved Brands • 416 885 3911 • graham@beloved-brands.com
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