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Brand Training


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We make brand leaders better …

We make brand leaders better

We can customize training 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. Advertising Decisions
7. Media Decisions
8. How to Run Your Brand
9. Managing your Marketing Career
10. Motivational Lunch and Learns

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  • 1. We make brands better. We make brand leaders better.
  • 2. We make brands better. We make brand leaders better. Strategic Thinking Brand Plans Positioning Statements Creative Briefs Brand Analysis Advertising Decisions Media Decisions How to Run Your Brand Managing your Marketing Career Motivational Lunch and Learns 1 2 3 4 5 6 7 8 9 10 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 make brand leaders better
  • 3. We make brands better. We make brand leaders better. Better people make better work and drive better results.
  • 4. 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 1 We make brands better. We make brand leaders better. Early Win Leverage Gateway Vision Focus Opportunity
  • 5. 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. 2 We make brands better. We make brand leaders better. Brand Assessment Key Issues
  • 6. 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 3 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
  • 7. 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 4 We make brands better. We make brand leaders better. Positioning Statement Brand Concept
  • 8. 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: 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. 5 We make brands better. We make brand leaders better. Creative Brief Mapping 5 Connectors
  • 9. 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 6 We make brands better. We make brand leaders better. Advertising Decisions Running Ad Process
  • 10. With an ever changing media landscape, Brand Leaders need to understand the fundamentals of how media helps their brands, before using understanding and judging how each media can help. At Beloved Brands, we believe Brand Leaders should start with where the consumer is, not where the media is. • We look at where the consumer is, by matching the brand love curve up against the consumer buying system to help lay out media options. • We also look at how media matches to the type of brand, based on high involvement or high importance. • We’ll teach the five types of media—paid, earned, social, search and home, helping provide context to decisions. • We’ll provide a non-biased view of each possible media option for Brand Leaders to choose from. How to make media decisions Evaluating and giving direction to agencies 7 We make brands better. We make brand leaders better. CLIENT: PFIZER DIVI SION: CONSUMER HE ALTHCARE BRAND: Listerine Mout hwash DATE: Septe mber 5, 2006 REVISION: Four NOTE: Tale nt cy cles to be confi rmed by JWT 27 4 11 18 25 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 GRPs #Wks COST @1 5% TELEVISION (A 25-54) WHITENING/EQUITY :30 Bl ended National 2320 29 $3,819,04 2 80 80 80 80 75 75 75 75 75 75 75 75 75 100 100 100 100 75 75 75 75 75 75 75 75 75 75 75 100 :15s Paired Bl ended National 0 0 $0 Brand Power 30s B lended N tl 300 4 $501 ,074 75 75 75 75 Total 2620 29 $4,320 ,116 80 80 80 80 0 75 75 75 0 75 75 0 0 150 0 150 0 150 0 150 0 0 100 100 100 100 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 0 100 0 VILLAGE :30s Bl ended National 800 7 $1,269,40 0 125 125 125 125 100 100 100 :15s Paired Bl ended National 225 3 $178 ,509 75 75 75 Total 1025 10 $1,447 ,909 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 125 125 125 125 0 100 100 100 0 75 75 75 0 0 0 0 0 0 0 0 0 0 0 0 0 Brand P ower Fee $61,765 TOTAL TELEVISION $5,829,789 TOTAL ALL MEDIA: $5,829 ,789 TOTAL ALL MEDIA - C LIENT COST (@13% ) $5,713 ,194 MEDIA BUD GET (cl ient cost ) $5,700 ,000 Variance $13,19 4 Gross Cost/Month TELE VISION (@15%) $5,829 ,790 Client Cost/Month TELEVISION (@13%) $5,713 ,194 Gross Cost/Month MAGAZINE (@15%) $0 Client Cost/Month MAGAZINE (@13%) $0 Gross Cost/Month ONL INE (@15%) $0 Client Cost/Month ONLINE (@13%) $0 Gross Cost/Month OO H (@15%) $0 Client Cost/Month OOH (@13%) $0 TOTAL ALL MEDIA C OST - Gross 15 % $5,829 ,790 TOTAL ALL MEDIA C LIENT COST @13% $5,713 ,194 TOTAL Q UARTERLY MEDIA C OST @15%: $5,829 ,790 Total QUA RTERLY C LIENT COST@13% $5,713 ,194 "32 Friend s" Talent Cycle co ntinuing from F'06 25s+5s PP Holiday Pack tag 25s+5s Disco LPP Tag (375 GRPs) "One Man" C reative - 3 00 GRP s Talent Cycle Village T alent Cycle One $0$0 $0 $263,066 $408,191 $386,707 $0 $416,522 $0 $394,599 $0 $491,052 $0 $263,517 $0$0 $387,901 $0 $0 $0 $0 $491,052 $0 $0 $501,074 $380,143 $263,517 $0 $0 $0 $491,052 $507,760 $497,605 $380,143 $387,901 $268,895 $268,895 $501,074 $0 $833,042 $386,707 $816,381 $1,164 ,556 $1,670 ,246 $2,161 ,946 $1,141 ,265 $1,636 ,841 $2,118 ,707 $894,133 $171,870$408,191 $507,760 $263,066 $175,377 $497,605 $668,098 $654,736 $394,599$416,522 $816,383 $0 $0 $257,805 $0 $0 $912,381 $0 Q4 FY 2007 APRILFEBRUARY MARCH PERIOD 1 MAYDECEMBE R JANUARY JUNE JULY Q1 FY 2007 Q2 FY 2007 Q3 FY 2007 AUGUST SEPTEMBER OCTOBER NOVEMBER $491,052 PERIOD 3PERIOD 2 $171,870 $833,043 $257,805 $912,381 $175,377 $894,133 $501,074 $668,098 $501,074 $0 $0 $0 $0 $0 $0$0 $0 $0 $0 $0 $0 $833,043 $0 $654,736 $0 $816,383 $0$0 $0 $0 $0$0 $0 $0 $0 $0 $0 $0$0 $0 $0 $0 Talent Cycle New E quity Creative - coul d incl ude LPP tag (1, 225 GRPs) Talent Cycle Talent Cycle Eq uity 25 +5s Holida y Pack t ag Village - A25-54 Est. R/F English: 94% rea ch / 11.2 Freq . French: 96% reach/ 11.0 Freq . Media Charts Consumer Behavior
  • 11. Brand Leaders have to be able to lead and manage all parts of the organization to ensure they can make things happen on all parts of their brand. At Beloved Brands, we take a total branding point of view, where brand fuels profit, leads product development and creates a culture that delivers the brand experience. • With finance 101, the Brand Leader will understand the workings of the P&L and be able to utilize financial terms and formulas to the benefit of making informed financially driven decisions on their brand. • With forecasting 101, the brand leader will be able to back up their estimates with tools and processes to get to better decision making with operations and sales. • We’ll also take Brand Leaders through the impact of new product innovation, managing an agency and developing a culture behind their brand. How to run your brand Running the Brand Operations as a Business 8 We make brands better. We make brand leaders better. 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
  • 12. At each stage of the career of the Brand Leader, there are certain expectations of skills, experiences and behaviors. And at each stage, the Brand Leader must almost re-invent themselves while building on what they’ve learned. At Beloved Brands, we have experience with each level of marketing and we have mapped out what it takes to be successful in each role so that Brand Leaders can accomplish what it is they need to in their current role, but keep an eye on future roles and what it takes to get there. • We can adjust the level of the audience, going anywhere from Assistant Brand Manager up to VP or CMO. • For higher levels, it can provide guidance on how to coach and manage their team members. • We provide overall values for success plus 5 core expectations at each level. • We provide evaluation tools for Brand Leaders against 30 core skills and 12 essential leadership behaviors. Managing your marketing career Throughout all the levels of marketing 9 We make brands better. We make brand leaders better. Skills Assessment We make brands better. We make brand leaders better. 5. Analytical Thinking 6. Deep Dive Analysis 7. Analytical story telling 8. Report Writing 1. Strategic Thinking 2. Strategic Story Telling 3. Brand Plan writing 4. Plans presentation 13. Market Research 14. Consumer Insights 15. Big Idea for brand 16. Creative Brief writing 9. Media Planning 10. Advertising Development 11. Managing Agency 12. Creative Feedback and Decisions Analytics Brand Planning Positioning and Briefs Advertising We have mapped out the 32 skills a brand leader needs, under 8 skill areas Continued on next slide As a brand coach, we make brands better and we make brand leaders better, by provoking you to think differently about your future. We create smart brand plans that everyone in your organization can follow We build a winning brand positioning for your brand that are better or different We coach brands on find advertising from their agency that drivers growth We challenge you with unique ways that disrupt your thinking so you look at the same problem through a unique lens. We coach brands on strategy, positioning & advertising. We train brand teams on the fundamentals of brand management We coach high level brand executives In personal settings We coach brand leaders on the fundamentals of brand management Motivating key- note speeches to teams on passion, careers & personal branding. Our Beloved Brands library of brand content through our book series, weekly blog articles, PowerPoint files, videos and public appearances. Expanding on the 7-second pitch to create your 60-second brand pitch Personal Branding Skills Assessment
  • 13. Teams that get so busy need a spark of inspiration of a hit of learning find a 90 minute lunch and learn the ideal balance to get them going without the full day off. At Beloved Brands, we can deliver that quick hit to inspire your team or we can customize a quick learning so they can take away a key message about fundamentals. • Love What You Do: a great challenge to make sure everyone is putting their full passion into their work. Show link of personal love to brand growth. • Inspiring Career Talk: can show a broad room the career ladders and what it takes by level or customize to certain level to go deeper. • Love = Power + Growth + Profit: The more love you put in your work creates a bond with your consumer that gives you added power to enable more growth and profit. • Fundamentals of Brand Leaders: overview of strategic thinking, brand plans, creative briefs, analytics. Lunch and Learns series Inspirational talks with your team 10 We make brands better. We make brand leaders better.
  • 14. “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.
  • 15. We run a 3 day boot camp for brand leaders • 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 • Creating BRAND PLANS that everyone in your organization can follow. • The crucial role of the BRAND LEADER in getting amazing Advertising • How to write a tightly focused ADVERTISING STRATEGY to set up an advertising brief that delivers great work • 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 • 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 Advertising Workshop 2: Analytical Thinking We make brands better. We make brand leaders better.
  • 16. 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.
  • 17. 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
  • 18. 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 ( 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.
  • 19. 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
  • 20. 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 •