Apple Case Study

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A look at how Apple achieved their status as a Beloved Brand and how they turned that into Power and into Wealth.

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Apple Case Study

  1. 1. Workshop for Brand Leaders to show how Apple uses “simplicity” to manage every part of the brand Apple Case Study
  2. 2. We make brands stronger. We make brand leaders smarter. Brand Positioning • Brand Plans • Marketing Execution • Brand Team Training
  3. 3. We make brands stronger. We make brand leaders smarter. Get Smarter about Marketing Visit beloved-brands.com Over 4 million views from marketers getting smarter
  4. 4. Apple Case Study A great case study in Brand Love
  5. 5. Apple case study 1 2 3 How Apple’s Big Idea guides everything they do   How to develop Apple’s Brand Strategy Road Map How Apple’s brand love drives power and profit  
  6. 6. Everything Apple does is focused around the Big Idea that: “Apple makes technology so simple that everyone can be part of the future”. We’ll show how that translates into the brand promise, brand story, innovation, purchase moment and the brand experience they create. 1 How Apple’s Big Idea guides everything they do
  7. 7. We make brands stronger. We make brand leaders smarter. BIG IDEA simplifies the brand message with an outward expression of the BRAND SOUL, which reflects the purpose, values & motivations. Big Idea As consumers EXPERIENCE the brand, they either accept or reject idea Consumers who are continually satisfied become loyal and develop a BOND with brand The brand’s BIG IDEA transforms your internal BRAND SOUL into an external BRAND REPUTATION. CONSUMERS only have 7 seconds to CONNECT with the brand’s big idea Idealized state is when the BIG IDEA drives the brand REPUTATION which then perfectly matches up to the brand SOUL Soul Reputation= Consumers transform their BRAND LOVE into a REPUTATION they spread 1 2 3 4 5 6 =Big Idea Brand Soul Consumer
  8. 8. We make brands stronger. We make brand leaders smarter. Products & Services Consumer Reputation Brand Role Internal Beacon Big Idea Brand Character The Big Idea blue print model Internal ViewExternal View The Bridge
  9. 9. We make brands stronger. We make brand leaders smarter. Big Idea Blueprint Focused point of difference that your brand can win on, because it meets consumer needs, while separating your brand from competitors. Products & ServicesConsumer Reputation Desired outward reputation of the brand, that attracts, excites, engages and motivates consumers to think, feel and purchase. Brand Role Internal rallying cry that reflects your purpose, values, motivations helping to inspire, challenge and guide the culture, including everyone’s focus and daily behaviors. Internal Beacon The link between consumer and brand, reflecting the way we service, support and enable our consumers to ensure they make the most of our brand offering. Big Idea has to accurately express the brand’s soul, so it is simply understood, engaging, own-able and moves consumers to purchase. Set of emotional characteristics, and personality traits that help consumers connect passionately and identify with the brand on a deeper self-reflective level. Brand Character Internal ViewExternal View The Bridge
  10. 10. We make brands stronger. We make brand leaders smarter. Apple uses surprising technology that changes the world. We make every product stylish, simple, easy to use. Essential to stay at the fore-front of technology. Products & ServicesConsumer Reputation Apple is an inspiring and enabling coach that teaches you easy ways to unlock modern technology so you can avoid any intimidation or frustration Brand Role At Apple, we are a consumer driven company that starts with the consumer experience and then works back to the technology, to eliminate consumer frustrations. Internal Beacon At Apple, we think like consumers. We make it so easy to use modern electronics, so that you will feel smarter and at the leading edge of technology Apple makes technology so simple that everyone can be part of the future.Apple is optimistic and excited for what the future has to offer, wanting to make a dent in the universe, motivating and inspiring Brand Character Apple’s Big Idea Blueprint
  11. 11. We make brands stronger. We make brand leaders smarter. • Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper. • Use your brand story to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. • Fundamentally sound product, staying at the forefront of trends and using technology to deliver on your brand promise. • The moment of truth as consumers move through the purchase cycle and use channels, messaging, processes to make the final decision. • Turn the usage of your product into an experience that becomes a ritual and favorite part of their day. Brand Promise Purchase Moment Innovation Experience 5 consumer TOUCH-POINTS that need to align under the BIG IDEA All 5 touch points work under the brand’s big idea Brand Story
  12. 12. We make brands stronger. We make brand leaders smarter. Use big idea to connect and separate brand from competitors Use your brand’s differences to move consumers Keep your brand fresh and on top of trends Move consumers through buying system Consistently over-deliver the promise Consumer Brand Promise Brand Story Innovation Purchase Moment Experience Big Idea Positioning Communication Product Development Selling Operations & Culture BIG IDEA aligns all 5 consumer TOUCH-POINTS
  13. 13. We make brands stronger. We make brand leaders smarter.     • In 1996, the Apple brand was bordering on bankruptcy. They were basically just another computer company, without any real point of difference. Years of overlooked opportunities, flip-flop strategies, and a mind-boggling disregard for market realities caught up with Apple, Windows 95 has seriously eroded the Mac's technology edge. Apple was rapidly becoming a minor player in the computer business with shrinking market shares, price cuts and declining profits. • This was the year before even contemplating the return of Steve Jobs, really showcasing how badly Apple was run through the 1990s. Bad decisions, inconsistent strategies and most importantly....no big idea. Everything Jobs did was built around the big idea of "making technology so simple that everyone can be part of the future." He took a consumer first approach in a market that was all about the gadgets, bits and bytes. Is this a good strategy or bad? Strategic Case Study: Apple builds everything around a Big Idea
  14. 14. We make brands stronger. We make brand leaders smarter. We think like consumers, and make everything user friendly. Technology should not be frustrating. We make it easy to do more/get more. Surprising leap- frog technology around simplicity Allow consumers to try, touch, feel in a soft sell retail store. Launch hysteria. Enable consumers to get the most from your Apple. Apple Brand Promise Brand Story Innovation Purchase Moment Experience We make technology so simple that everyone can be part of the future Positioning Communication Product Development Selling Operations & Culture Consumer BIG IDEA aligns all 5 consumer TOUCH-POINTS
  15. 15. We make brands stronger. We make brand leaders smarter. For 40 years, Apple’s brand story has been about challenging the status quo of the category in a way that expresses “simplicity” Apple’s BIG IDEA has helped frame the creative idea in making “simplicity” at the core of the BRAND STORY
  16. 16. We make brands stronger. We make brand leaders smarter. All in one for work & creativity at work or family at home. The original brand. Do everything anywhere. Can be creative functional, with durable, portable products. Ubiquitous connectivity to your world as you go. Mail, phone, music, photos. iTunes, Apple music, Beats The fun of music, movies, books Escape to explore the world of social, entertainment and connectivity. Home/Office Portable Mobile SocialEntertainment Apple’s BIG IDEA has been an internal beacon that has driven “simplicity” into all of their PRODUCT INNOVATION
  17. 17. We make brands stronger. We make brand leaders smarter. Genius Bar where you can get one-on-one tech support Training Courses on any Apple products. Take any Apple product on a test drive. Or just casually play around. Accessories to help personalize your Apple products and experience. Apple stores are a gathering place for brand lovers to help “simplify” learning and make for “simple” purchase moments Apple’s BIG IDEA has been the inspiration for making the PURCHASE MOMENTS very simple
  18. 18. We make brands stronger. We make brand leaders smarter. Straight out of the box, all Apple products are set to work right away. No set up needed. Full access for become an expert. Not just for computer nerds, Apple allows everyone (from kids to seniors) to experience the joy of computer. Apple’s BIG IDEA starts with the expected BRAND EXPERIENCE and works back to the technology Integration across platforms. Not just that they work together, but that they work the same. Fully integrated Apple Care Support. Live chat, phone, email, sign up for courses, or go in for working sessions.
  19. 19. We show how Apple’s strategy lines up to the 7 elements of Strategic Thinking and then create a 5-year brand strategy road map combining the Big Idea Map and Brand Plan. 2 How to develop Apple’s Brand Strategy Road Map
  20. 20. We make brands stronger. We make brand leaders smarter. The 7 elements of strategy with Apple • Apple wants everyone to be part of technology in the future. • Focus on building everything around simplicity and design. Take a consumer first mentality to technology, to transform great technologies into “consumer accessible” technology to give Apple the perception of an innovative leader. • Capitalize on consumer frustration with technology, that was preventing the mass consumers from experience everything technology can offer. • While a fast follower on technology, by making it consumer friendly and easy to use, Apple was the fastest to create consumer friendly laptops, phones, tablets. • Each new product provided a major early win. Leveraged high profile launch events to generate excitement, and transform those early adopters into vocal Apple activists that spread the word. • With each new launch, Apple transformed their success into building under the idea of “making  technology  so  simple  that  everyone  can  be  part  of  the  future.”  They have continued to leverage their brand fans to help enter new categories. • Apple is now the most beloved consumer driven brand, with premium prices, stronger market share, sales and profits. Vision Early Win Speed Leverage Gateway Opportunity 1 2 3 4 5 6 7
  21. 21. We make brands stronger. We make brand leaders smarter. • Vision: Apple wants everyone to be part of technology in the future. • Goals: Continue 10% sales growth, Double market share in Asia, Launch 5 new technology enhancements per year • Key Issue: How do we battle Samsung/Google in smart phones? How do expand beyond our saturated North American market? What technology platform will the next round of surprising innovation come from? How do we strengthen and leverage our bond with our most loyal Apple users? • Strategy: Regain leadership in smart phone technology. Geographic focus into China. Build community around cloud technology. Higher service to tighten Apple community • Tactic: Continue to improve technologies on current products. Launch into the wearables. Specific Chinese products. New retail space. Build e-commerce China program. Integrate retail purchasing. Explore automated cars. Explore acquisition into social media programs. Increase courses for Apple U. What would Apple Brand Plan look like The strategic lesson here is the power of a Big Idea and how you can build every touch point and your entire organization around the Big Idea.
  22. 22. We make brands stronger. We make brand leaders smarter. Put together the parts of your Brand Strategy Road Map Idea Map Plan rough copy
  23. 23. We make brands stronger. We make brand leaders smarter. Purpose Strategy Build a rough draft worksheet of the brand strategy Vision Values Goals Key Issues Tactics Apple wants everyone to be part of technology in the future. At Apple, we have to remind ourselves to think differently. We will make a dent in the universe as we change the status quo of our consumers. • Consumer first • Simplicity and ease of use • Stylish designs for living • Continue 10% sales growth, double market share in Asia, launch 5 new technology enhancements per year 1. How do we battle Samsung/Google in smart phones? 2. How do expand beyond our saturated North American market? 3. What technology platform will the next round of surprising innovation come from? 4. How do we strengthen and leverage our bond with our most loyal Apple users? • Increase size options • Improve tech experience • Win on design • Launch watch to catch up to competitors Regain leadership in smart phone technology Higher service to tighten Apple community Build community around cloud technology Geographic focus into China • Specific Chinese products • Brand building program • New retail space • Build e-commerce China program • Integrate retail purchasing. • Explore automated cars. • Explore acquisition into social media programs • Take more services online, face to face. • Increase courses for Apple U • Increase retail footprint. • Fast to market to stay ahead • Create and build a community
  24. 24. We make brands stronger. We make brand leaders smarter. Promise: Experience:Innovation Purchase MomentStory: Vision: Purpose: Values: Brand strategy road map for the future Strategies: Tactics: The Big Idea: Apple makes technology so SIMPLE that everyone can be part of the future © Beloved Brands Inc. We make brands stronger. We make brand leaders smarter. • Increase size options • Improve tech experience • Win on design • Launch watch to catch up to competitors Regain leadership in smart phone technology Higher service to tighten Apple community Build community around cloud technology Geographic focus into China • Specific Chinese products • Brand building program • New retail space • Build e-commerce China program • Integrate retail purchasing. • Explore automated cars. • Explore acquisition into social media programs • Take more services online, face to face. • Increase Apple U courses • Increase retail footprint. Apple wants everyone in the world to be part of the future. 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. Consumer first, simplicity and ease-of-use, stylish designs, fast-to-market, community. Goals: Issues: Continue 10% sales growth, double market share in Asia, launch 5 new technologies per year. 1. How do we battle Samsung/Google in smart phones? 2. How do expand beyond our saturated North American market? 3. What technology platform will the next round of surprising innovation come from? 4. How do we strengthen and leverage our bond with our most loyal Apple users? We make technology so simple so that everyone feels smarter Technology should not be frustrating. We make it easy to do more/get more. Surprising leap-frog technology around simplicity Allow consumers to try, touch, feel in a soft sell retail store. Launch hysteria. Enable consumers to get the most from your Apple.
  25. 25. A Beloved Brand like Apple uses the love consumers have for the brand to replicatethe power of a Monopoly. And from that power, it drives stronger growth and higher profits. 3 How Apple’s brand love drives power and profit
  26. 26. We make brands stronger. We make brand leaders smarter. Take that brand love you generate and transform it into brand power that you can wield in the marketplace. Brand Love Brand Power
  27. 27. We make brands stronger. We make brand leaders smarter. Using Porter’s 5 forces model, plus 3 new power forces a beloved brand is more competitively powerful in the market. Outspoken fans who think less and feel more Consumers Channels Competitors Suppliers New Entrants Consumers will switch stores before brands Willing to cut costs to be part of the brand. Can’t duplicate emotional connection Struggle to break bond and momentum Employees Proud, fully engaged ,motivated, outspoken fans. Strong culture. Key Influencers Media Outspoken fans carry an influence over the purchase All types of media—paid, earned, search, social, home—all favor beloved brands
  28. 28. We make brands stronger. We make brand leaders smarter. The tight bond Apple has created with consumers gives them a tremendous source of power Outspoken fans who think less and feel more Consumers Apple is a badge that people want to show off. It is the anti-establishment anti-blue suit brand (anti-IBM, anti-Microsoft) that’s on the side of the people. Apple uses this emotional power with consumers to defend, to buy every new product and to pay 30-50% price premiums. Everything starts with the consumer.
 “You’ve got to start with the customer experience and work backwards to the technology. You can't start with the technology and then try to figure out where you're going to sell it.” Steve p. Jobs
  29. 29. We make brands stronger. We make brand leaders smarter. 29 Apple is seen as the most beloved brand in the category. Samsung and Sony have some like, but very few love Apple’s Brand promise connects, and the product and experience exceeds expectation on delivering that promise.
  30. 30. We make brands stronger. We make brand leaders smarter. Apple’s tight bond with consumers makes it nearly impossible for competitors to penetrate that bond. Competitors New Entrants Can’t duplicate emotional connection Struggle to break bond and momentum Competitors think technology first. Confusing, frustrating, intimidating. Project technology gadgets not consumer benefits.Void of design, simplicity and emotional appeal. New entrants have not been able to replicate the combination of technology, simplicity, design and coolness.
  31. 31. We make brands stronger. We make brand leaders smarter. In terms of value chain, Apple has power over both the channels and suppliers Channels Suppliers Consumers will switch stores before brands Willing to cut costs to be part of the brand. Apple’s power gets it Preferential Treatment. Price premiums and lower margins for retailers. Popularity of the Apple stores is tremendous. Best space in malls, special sections in stores, sales rep fans. Suppliers play by Apple’s rules. Apple has a supplier code of conduct and an Apple Audit Team to ensure they are on side. Apple has access to supplier’s best new products (e.g. Intel chips) before others do.
  32. 32. We make brands stronger. We make brand leaders smarter. Apple is a very passion-driven culture, similar to the emotional connection they have with consumers. Employees Proud, fully engaged ,motivated, outspoken fans. Strong culture. Apple is a passionate culture, but a tough passion. People want to be part of Apple, but only the best of the best survive. Apple is a purpose driven culture that wants to make am “dent in the universe”. Challenging and perfection driven culture in the spirit of Steve Jobs. OK is always rejected, pushing for greatness obsessively on every detail. It’s a “Think Different” and a work-hard play-hard culture. Apple is about absolute secrecy and insistence on control almost to the point of dysfunctional.
  33. 33. We make brands stronger. We make brand leaders smarter. Apple’s consumer popularity gives it a power over all the sources of media Media All types of media—paid, earned, search, social, home—all favor beloved brands Stay newsworthy, manage the news cycle. Consistently innovative Ads witt high breakthrough. People use apple.com to find products directly and completely by-pass search. Outspoken fans influence social media.More likes/tweets. Apple leverages its power to influence and control all sources of media. Social Media Home PageEarned Media SearchPaid Media Purchase MediaExperiential Outspoken fans influence social media.More likes/tweets. Provide product “test drives” at the store level
  34. 34. We make brands stronger. We make brand leaders smarter. Consider Aware Fan Loyal Repeat Satisfied Buy Search Consumer Apple manages the Consumer Buying System at every stage Hype Launch Announcements to creates news and excitement. Be everywhere by Influencing experts, critics and news media gives credibility to Apple products. User friendly experience on day 1. Apple genius bar provides quick easy answers to make you smarter. Mass Advertising that connects emotionally and separates Apple products from the pack. Point of Sale space and experts creates distinction for Apple, Apple stores, or the store-within-a-store concept. Apple knows the details matter. The products over deliver and satisfy consumers. Apple uses leadership position on social media to spread the brand messages Stylish Cool designs have made Apple a badge to show off. Sense of a club creates a “with us or against us” advocacy that creates outspoken fans.
  35. 35. We make brands stronger. We make brand leaders smarter. Apple’s brand power helps them earn Media via the News, Social Media and Twitter dwarfs their competitors. 0" 50" 100" 150" 200" 250" 300" 350" 400" Apple Google Microsoft Sony Samsung News" Social" Twi3er" Apple gets almost $1 Billion per year in free media value from Media, equally strong across News, Social and Twitter. Apple is the #1 news media brand, 2x Google. It’s the #2 social brand behind Google, and #1 Twitter brand 3x that of Sony and Samsung.
  36. 36. We make brands stronger. We make brand leaders smarter. Apple does a great job in managing all tech critics and on-line tech blogs Key Influencers Outspoken fans carry an influence over the purchase Tech Experts speak out on behalf of Apple: Able to garner positive reviews for every new product launch and help defend against inferior competitors. Apple has a tight network of pro-Apple supporters they continuously reach out to.
  37. 37. We make brands stronger. We make brand leaders smarter. The 8 ways brand leaders can drive brand profit Brand&Profit&=&(Price&–&Cost&)&x&(Market&Share&x&Market&Size)& Price Market SizeShare Cost 1 Premium Pricing 2 Trading Up 3 Lower cost of goods 4 Efficient Program Spending 5 Stealing Share 6 Get loyal users to use more 7 Enter new markets 8 Find new uses Higher Margin % Higher Volume
  38. 38. We make brands stronger. We make brand leaders smarter. Apple uses their bond and power to increase price, lower costs, gain share and enter new markets Price Costs Share Market Size Premium Price Trading up/down Lower cost of goods Efficient marketing Stealing Share Higher usage Enter new markets Find new uses Higher Margins% Higher Volumes Inelastic: Loyal Apple consumers pay 20-30% higher price for iMacs, iPads & iPhones. Apple uses innovation to stay in the premium priced. Apple keeps entry level price points high & loyal users are still wiling to trade up. Efficient: Low cost production in China—even low cost Engineers. Apple uses their power to drive down costs, days inventory which positively impact operating margins. Efficient marketing execution, earned media, high impact creative, owning the distribution. Momentum: Every product gaining share and in growth mode—computers, laptops, smart phones, tablets. Apple has a growing broad base of consumers—demographics, geography, occupations, interests. Fans will follow: Because loyal Apple consumers buy into the Idea of the brand, they have followed into every new category. They also follow each new upgrade from consumers using previous generation products.
  39. 39. We make brands stronger. We make brand leaders smarter. Apple’s revenue mix shifting to iPhones and iPads • Apple has done a good job in diversifying over the years. However, with the success of smart phones and tablets, Apple’s revenue has become a very mobile driven revenue stream. • With a shifting business mix, Apple has seen steady gains on Gross Margins % from 27% up to 44%. For instance, the iPhone has GM% of 58%.
  40. 40. We make brands stronger. We make brand leaders smarter. Apple has used Brand Love to drive revenue and smart business to drive the operating profits 0" 50" 100" 150" 200" 250" 2005" 2006" 2007" 2008" 2009" 2010" 2011" 2012" 2013" 2014" 2015" 0" 10" 20" 30" 40" 50" 60" 2005" 2006" 2007" 2008" 2009" 2010" 2011" 2012" 2013" 2014" 2015" • Apple has used the love for the brand to drive a remarkable 25-fold gain in revenue over 10 years going from $5.7 Billion up to $148 Billion. • That type of revenue growth can help cover a lot of the costs of advertising and R&D —which gives Apple extremely healthy operating margins that are now up to 35%. Revenue Profit
  41. 41. We make brands stronger. We make brand leaders smarter. Brand Love Brand Power Brand Profit Apple over-delivers against the promise of simplicity and coolness to creates an emotional bond with an extremely loyal and outspoken following. Apple has Momentum with a 25- fold growth rate in the last 10 years. Power with consumers creates badge & talk value. media hype, channel compliance. Competitors can’t keep up. Cash Flow + Optimism gives strong brand value. Revenue Growth helps every ratio. Gross Margins are up due to price premiums. Apple has been able to turn Love into Power and then into Profits and a remarkable increase in Valuation
  42. 42. We make brands stronger. We make brand leaders smarter. A beloved brand uses the love consumers have for the brand to create a bond that replicates the power of a monopoly. Brand Love Brand Power Brand Profit
  43. 43. We make brands stronger. We make brand leaders smarter. Brand Management Training
  44. 44. We make brands stronger. We make brand leaders smarter. The smarter your brand team, the more incredible the work they will produce and the stronger the brand results you will see. We teach everything a brand leader needs to be smarter, including strategic thinking, analytics, planning, briefing and marketing execution. Do you want to make your brand team smarter?
  45. 45. We make brands stronger. We make brand leaders smarter. We will make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results. How to think strategically Write smarter Brand Plans Create winning Brand Positioning Statements Write smarter Creative Briefs Be smarter at Brand Analytics Get better Marketing Execution How to build Media Plans Customer Marketing Managing your Marketing career Motivational lunch and learns 1 2 6 4 5 3 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
  46. 46. We make brands stronger. We make brand leaders smarter. Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out. • At Beloved Brands, we believe that strategic thinking is one of the foundations from which all marketing is built upon. • We start with the seven elements of good strategic thinking: vision, opportunity, focus, speed, early wins, leverage and a gateway to gain bigger results. • We use four questions to help frame your brand’s strategy, looking at your competitive position, what is your brand’s core strength, how tightly connected is your brand with your consumer and what is the internal situation your brand faces. • We look at the role of brand strategy in creating a bond, power and profit. • We will lead you through a hands-on workshop 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 Workshop 1: Strategic Thinking
  47. 47. We make brands stronger. We make brand leaders smarter. 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 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 summarize how to write analytical stories for management, with a hands-on workshop to develop a Business Review presentation using your own brands. How to do brand analytics Turning data into analytical story telling Workshop 2: Analytical Thinking Specialty" Overall"" 16" 62" 72" 62" Gray's' Dad's' %"By"Channel" 0' 20' 40' 60' 80' Gray's" Dad's" Category" 73" 40" 38" Share"of"Business"from"Food"
  48. 48. We make brands stronger. We make brand leaders smarter. A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan. • At Beloved Brands, we explain and then show Brand Leaders how to write each element of their Brand Plans, looking at brand vision, purpose, values, goals, 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 Workshop 3: Brand Plans
  49. 49. We make brands stronger. We make brand leaders smarter. How to write Positioning Statements The promise the brand makes to the consumer 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. Workshop 4: Brand Positioning 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?!
  50. 50. We make brands stronger. We make brand leaders smarter. The brief helps focus the strategy so that all 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) to distill it down to 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 Brand Communications 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 Workshop 5: Creative Briefs CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 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&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&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&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&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”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&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?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&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(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&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,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&&
  51. 51. We make brands stronger. We make brand leaders smarter. Brand Leaders rely 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 marketing execution • We teach how to make marketing 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 execution • We’ll also talk about how to be a better client so you can motivate and inspire your agency. Get better Marketing Execution Evaluating, deciding and giving direction to agencies Workshop 6: Marketing Execution
  52. 52. We make brands stronger. We make brand leaders smarter. Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line. • At Beloved Brands, we provide Brand Leaders with new ways to think about media to be able to drive long term growth and profits for your brand. • The role of media in changing consumer behavior to drive drive the brand’s bond, power and profit. We look at impact of media on consumer behavior. • How to strategically leverage your Media Investment to help build a stronger, more powerful Brand. We show where media fits into creative process. • Using traditional media options to drive your brand. Talk about TV, radio, newspaper, out-of-home. • Using on-line media options to drive your brand. Review on digital, social, search and earned media. Get better Media Planning Evaluating, deciding and giving direction to agencies Workshop 7: Media Planning
  53. 53. We make brands stronger. We make brand leaders smarter. Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan. • At Beloved Brands, we provide Brand Leaders with analytics, planning and decision making tools to help instincts and judgement for moving consumers to purchase. • Complete in-store business review, looking at categories, consumer shopping behavior, competitors, customers and the overall brand performance. • We teach the basics of customer marketing planning, identifying the target consumer, in-store main messages, strategies, tactics and project management. We also provide a planning process for marketing and sales to work together. • We look at the available tools for customer marketing including pricing, promotions, retail shelf management merchandising and operational execution. We provide all the financial equations you need to measure success. • We’ll also talk about how to manage the in-store agency to get the best available execution. Win the Purchase Moment Assess, target and and move consumers to purchase Workshop 8: Customer Marketing
  54. 54. We make brands stronger. We make brand leaders smarter. Manage your Marketing Career Workshop to help your career in Brand Management Topics we cover: • Assessment: Skills, behaviors, experiences. • How your core strength impacts your future career choices. • Checklist for what it takes to be successful at each of the four levels: Assistant Brand Manager, Brand Manager, Director and VP/CMO. • Building your personal brand, around a Big Idea, a plan and a story.
  55. 55. We make brands stronger. We make brand leaders smarter. Lunch and Learn Programs We have created motivational 60-90 minute presentations on key topics that will help challenge your brand team. Topics we cover: • How to create a beloved, powerful and profitable brand. • How to think strategically and build your brand plans. • How to create a Big Idea for your brand and build it into your Marketing Execution • How to lead a successful marketing career.
  56. 56. We make brands stronger. We make brand leaders smarter. “Brand Boot Camp” We have created two separate 3-day training programs for brand leaders. 1. Strategic Thinking 2. Analytics 3. Brand Planning 4. Customer Marketing 1. Positioning and Concepts 2. Creative Briefs 3. Marketing Execution 4. Media Planning Boot Camp A Strategic Planning Boot Camp B Brand Execution
  57. 57. We make brands stronger. We make brand leaders smarter. We work the way that best meets your needs Team Building Off sites Boardroom via Skype Small Group Brand Leader Training Large Group
  58. 58. We make brands stronger. We make brand leaders smarter. LOVE IT INDIFFERENT BELOVED LIKE IT We believe that the more LOVED a brand is by consumers, the more POWERFUL and PROFITABLE that brand will be. 1 Brands move along the BRAND LOVE CURVE increasing the bond with consumers 2 Consumers connect with the BIG IDEA re-enforced with 5 touch-points that support the big idea 3 Consumer bond creates POWER that the brand can leverage with all key stakeholders 4 From the brand power comes 8 ways to drive PROFIT through price, cost, share and market size Promise Experience Purchase Moment InnovationStory Big Idea Media Consumers Influencers Channels Competitors Suppliers New Entrants Employees BrandConsumer Power CostPrice Market SizeShare Higher Margin % Higher Volume
  59. 59. We make brands stronger. We make brand leaders smarter. Our CLIENTS speak out on our behalf “Graham provided expert advice and reliable suggestions during coaching sessions to build brand performance with my team. His knowledgable experience was extremely valuable. I would recommend leveraging his expertise for brand coaching, teaching and brand planning.” Lana Jensen, Brand Manager, 3M “The most efficient investment in my marketing budget was the Graham’s training to team. He managed to translate the “heavy marketing” slang we all had from books and previous companies to down-to- earth brand management PRACTICAL frame-work that was easy to understand from everyone. Everything he taught us was simple to understand, but at the same time entertaining and setting the bar high. Beloved brands covers it all from situation to issues, strategy to activation. Simple, short and every word step-by=step making you better and practical brand leader, making stronger and profitable brands.”     Zhelyaz Koliovski, Marketing Manager, Vinprom Peshtera in Bulgaria “The knowledge base of Beloved Brands is quite vast and practical. They helped to upgrade my strategy team significantly, going 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 in Nigeria
  60. 60. Graham is one of the voices of the modern Brand Leader. He started Beloved Brands knowing he could make brands stronger and brand leaders smarter. Beloved Brands will challenge you to think strategically so you can create a Brand Positioning, a Brand Concept and a Big Idea for your brand. Graham will help write Brand Plans that focus everyone who work on the brand and make your team of Brand Leaders smarter so they can produce better work that drives stronger brand results. 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 up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year. His public speaking appearances inspire brand leaders to love what they do. Over 4 million marketers have visited his website, beloved-brands.com with the desire to become smarter. Graham Robertson at Beloved Brands A NEW WAY to look at Brand Management We make brands stronger. We make brand leaders smarter.
  61. 61. We make brands stronger. We make brand leaders smarter. Work History • Beloved Brands, President, 2010- Present • TD Bank, Head of Advertising, 2009-10 • Johnson and Johnson Consumer, VP Marketing, 2005-08 • Johnson and Johnson Consumer, Group Brand Director, 1999-2005 • Johnson and Johnson Consumer, Senior Brand Manager, 1997-99 • General Mills, Associate Brand Manager, 1994-96 • Coca-Cola, Summer Marketing Intern, 1993 • General Electric, Marketing Training Program, 1989-92 Education • MBA, Ivey School of Business, Western University, 1994 • Bachelor of Commerce, Carleton University, 1989 Graham Robertson at Beloved Brands EXPERIENCE in Brand Management
  62. 62. We would love the opportunity to help you unleash the full potential of your brand and your brand leaders. Graham Robertson • 416 885 3911 • graham@beloved-brands.com

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