We make brands better. We make brand leaders better.
Beloved Brands is a boutique brand
coaching firm with worldwide impact.
We make brands better.
We make brand leaders better.
We make brands better.
We make brand leaders better.
We will make your team of brand leaders better
We can customize train...
We make brands better. We make brand leaders better.
Brand Training
We help your team reach their full potential by challe...
We make brands better.
We make brand leaders better.
Our core belief for brand training
is that better people make better
...
We make brands better.
We make brand leaders better.
We	
  have	
  created	
  two	
  separate	
  training	
  programs	
  
...
We make brands better.
We make brand leaders better.
• How to THINK STRATEGICALLY,
helping to make focused choices on
the ...
We make brands better.
We make brand leaders better.
Strategic Thinking
Everyone in marketing thinks they are strategic. Y...
We make brands better.
We make brand leaders better.
Before you dive into strategy, you have to dive into
the brand’s perf...
We make brands better.
We make brand leaders better.
A good Brand Plan provides a road map for everyone in
the organizatio...
We make brands better.
We make brand leaders better.
Workshop 4:
Brand Positioning
Workshop 6:
Advertising Decisions
Works...
We make brands better.
We make brand leaders better.
How to write Positioning Statements
The promise the brand makes to th...
We make brands better.
We make brand leaders better.
Workshop 5:
Creative Briefs
The brief helps focus the strategy so tha...
We make brands better.
We make brand leaders better.
Workshop 6:
Advertising Decisions
Brand Leaders rely so much on agenc...
“Graham makes Brand Leaders. His boot camp style
instruction is perfect for the development of anyone in
brand management....
We make brands better. We make brand leaders better.
Brand Coaching
We help your team reach their full potential by challe...
We make brands better.
We make brand leaders better.
Conduct a deep dive business review
We teach brand leaders good analy...
We make brands better.
We make brand leaders better.
Completing a key issues presentation
We leverage the summation of the...
We make brands better.
We make brand leaders better.
Create a winning brand positioning
The Big Idea
We use a workshop sty...
We make brands better.
We make brand leaders better.
Write a brand plan everyone can follow
We use a workshop style proces...
We make brands better.
We make brand leaders better.
Write a brand plan everyone can follow
We use a workshop style proces...
We work the way that best meets your needs
Team Building Off sites
Boardroom
via Skype Large Group
Small Group
Brand Leade...
We make brands better.
We make brand leaders better.
The great brands that we have coached
We make brands better.
We make brand leaders better.
We like that our clients speak on our behalf
“Beloved Brands assisted...
Graham is one of the voices of the modern brand leader. He started Beloved Brands knowing he
could make brands better and ...
We make brands better.
We make brand leaders better.
Work History
• Beloved Brands, President, 2010- Present
• TD Bank, He...
We make brands better.
We make brand leaders better.
LOVE IT
INDIFFERENT
BELOVED
LIKE IT
Brands	
  move	
  along	
  Love	
...
We would love the
opportunity to help you
unleash the full potential
of your brand and your
brand leaders.
Graham Robertso...
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Brand Training

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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

Published in: Business

Brand Training

  1. 1. We make brands better. We make brand leaders better.
  2. 2. Beloved Brands is a boutique brand coaching firm with worldwide impact. We make brands better. We make brand leaders better.
  3. 3. We make brands better. We make brand leaders better. We will make your team of brand leaders better We can customize training programs to the needs of your team with a strong menu of interactive brand leadership workshops Strategic Thinking Brand Plans Positioning Statements Creative Briefs Brand Analytics Better Advertising Media Plans How to run your brand Managing your marketing career Motivational lunch and learns 1 2 6 4 5 3 7 8 9 10
  4. 4. We make brands better. We make brand leaders better. Brand Training We help your team reach their full potential by challenging them on the fundamentals of brand management including strategic thinking, analysis, brand planning and execution.
  5. 5. We make brands better. We make brand leaders better. Our core belief for brand training is that better people make better work and drive better results.
  6. 6. We make brands better. We make brand leaders better. We  have  created  two  separate  training  programs   for  brand  leaders:    strategic  and  execution. 1. Strategic Thinking 2. Analytics 3. Brand Planning 1. Positioning and Concepts 2. Creative Briefs 3. Marketing Communications Option A Strategic Brand Plans Option BOption B Brand Execution
  7. 7. We make brands better. We make brand leaders better. • How to THINK STRATEGICALLY, helping to make focused choices on the pathway to your vision • The role of BRAND STRATEGY in creating a bond, power and profit, beyond what the product itself could achieve. • The FOUR TYPES OF STRATEGY including consumer, competitive, situational and purpose-driven strategy. • We take Brand Leaders through each ELEMENT OF THE PLAN, explaining key terms such as vision, purpose, key Issues, strategies and tactics. • We go through every PLANNING TERM as we build up to the complete brand plan: ✴ Situation analysis ✴ Key Issues ✴ Vision and purpose ✴ Strategic choices ✴ Executional tactics ✴ Goals/Budgets/Measures ✴ Tools to help put the final plan together • GOOD ANALYTICS PRINCIPLES. Tell stories with data to gain more support for your analysis. • Assess category, consumer, channels, brand, competitors to tell HEALTH & WEALTH of Brand • Analysis turns fact into INSIGHT and data breaks sets up STRATEGIC CHOICES • Turn analytical thinking into PROJECTIONS Extrapolating data into the future, starts with what you are see in the current. • How to write ANALYTICAL STORIES for management. Workshop 1: Strategic Thinking Workshop 3: Brand Plans Workshop 2: Analytical Thinking Option A: Strategic Brand Plans
  8. 8. We make brands better. We make brand leaders better. Strategic Thinking 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 Early Win   Leverage   Gateway Vision   Focus   Opportunity Workshop 1: Strategic Thinking
  9. 9. We make brands better. We make brand leaders better. 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 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& ConMnue&to&look&to&opportuniMes&to&&drive&trial,& because&of&the&high&conversion&to&purchase.& Workshop 2: Analytical Thinking
  10. 10. We make brands better. We make brand leaders better. 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 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#easeGofGuse,#stylish#designs,#fastGtoGmarket,#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) Dghten)Apple) community# TacDcs:# •#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.### Workshop 3: Brand Plans
  11. 11. We make brands better. We make brand leaders better. Workshop 4: Brand Positioning Workshop 6: Advertising Decisions Workshop 5: Creative Briefs Option B: Brand Execution • 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 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 • 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
  12. 12. We make brands better. We make brand leaders better. How to write Positioning Statements The promise the brand makes to the consumer Workshop 4: Brand Positioning 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.
  13. 13. We make brands better. We make brand leaders better. Workshop 5: Creative Briefs 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,&25K45&with&bullsKeye&target&of&35K40.&For&many,&Food&can&be&a&bit&of&a&stressKreliever&and&escape& even&for&people&who&watch&what&they&eat.&&&&" " 4.''Consumer'Insights' • “I&have&tremendous&willKpower.&&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&guiltKfree&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&inKstore.&&Want&to&carry&the& idea&into&digital,&social&media&and&a&microsite.&&" " 11.''Mandatories' • The&line:&&“best&tasting&yet&guiltKfree&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&12Kweek&study.&&"
  14. 14. We make brands better. We make brand leaders better. Workshop 6: Advertising Decisions 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
  15. 15. “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.
  16. 16. We make brands better. We make brand leaders better. Brand Coaching We help your team reach their full potential by challenging them through 4 phases of a brand planning process: deep dive review, key issues, brand positioning and brand plan. We provide both written and personal feedback at each stage.
  17. 17. We make brands better. We make brand leaders better. Conduct a deep dive business review We teach brand leaders good analytical principles about telling stories with data to gain more support for your analysis. We look at every part of the health and wealth of a brand looking at the category, consumer, channels, brand, competitors. We teach how analysis turns fact into insight and how data breaks set up strategic choices. We look at how to turn analytical thinking into projections. And then we help to build an analytical story and presentation that’s ready for management review. Allergy Category $ Share 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% P E D ec 29 01 P E F eb 23 02 P E A pr20 02 P E June 15 02 P E A ug 10 02 P E O ct05 02 P E N ov 30 02 Jan 25 2003 M ar22 2003 M ay 17 2003 July 12 2003 S ept06 2003 N ov 01 2003 D ec 27 2003 Feb 21 2004 A pr17 2004 June 12 2004 A ug 07 2004 O ct02 2004 N ov 27 2004 Jan 22 2005 M ar20 2005 M ay 14 205 Jul9 2005 S ep 3 2005 O ct29 2005 Reactine Benadryl Claritin Aerius Allegra Chlor-Tripolon C/L How!many! HH’s!are! buying!my! brand?! (Penetra on)! How!much! is!each!HH!! buying?! (Buying! Rate)! How!much! do!they!buy! each! me?! (Sales!per! trip)! How!o en! does!each! HH!buy?! (Frequency)! What’s!driving!the! sales!of!my!brand?! A DC! B Competitive assessment Tracking!Results! Gray’s! Norm! Aided%Recall% 38% 62% Unaided%Recall% 30% 46% Brand%Recogni on% 10% 23% Brand%Link% .33% .50% Main%Message% 64% 60% Uniqueness% 38% 22% Purchase%Intent% 10% 9% Ad!Tracking! Coaching on review presentationAnalytical summary tools Business Review Category review Channel performance Underlying brand indicators 1 0" 20" 40" 60" 80" 100" Food" Drug" Mass" Specialty" Overall"" 90" 72" 70" 16" 62"60" 72" 44" 72" 62" Gray's' Dad's' Distribu?on"%"By"Channel" 0' 20' 40' 60' 80' Gray's" Dad's" Category" 73" 40" 38" Share"of"Business"from"Food" 0" 20" 40" 60" 80" 100" Food" Drug" Mass" Specialty" Overall"" 90" 72" 70" 16" 62"60" 72" 44" 72" 62" Gray's' Dad's' Distribu?on"%"By"Channel" 0' 20' 40' 60' 80' Gray's" Dad's" Category" 73" 40" 38" Share"of"Business"from"Food" Make%what%% you%do%best% seem%bigger% 24.9% 27.9%28.5% 24.6% 23.6% 21.3% 24.2% 27.8% 25.7% 24.7% 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 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& ConMnue&to&look&to&opportuniMes&to&&drive&trial,& because&of&the&high&conversion&to&purchase.& 2008! 2009! 2010! Growth,%! Net,Sales! ,,,,21,978,!,,24,616,! ,,27,569,! 12%! Cost,of,Goods,Sold, ,,,,12,866,,,,14,925,, ,,17,313,, Gross,Margin! ,,,,,,9,482,!,,,,9,862,! ,,10,256,! 43%! 40%! 37%! Research,Development,,,,,,,,,,346,, ,,,,,,,,352,,,,,,,,,,360,, Total,SG&A! ,,,,,,3,444,!,,,,4,202,! ,,,,,5,127,! 22%! Ad,Merch!,,,,,,,,568,! ,,,,,,,858,! ,,,,1,296,! TV!,,,,,,,,,,,,K,,,! ,,,,,,,,,,K,,,! ,,,,,,,175,! On,Line!,,,,,,,,,,28,! ,,,,,,,,,70,! ,,,,,,,175,! Print!,,,,,,,,,,57,! ,,,,,,,,,75,! ,,,,,,,100,! PR!,,,,,,,,,,59,! ,,,,,,,,,77,! ,,,,,,,100,! Sampling!,,,,,,,,,,,,,3,! ,,,,,,,,,13,! ,,,,,,,,,50,! Sponsorship!,,,,,,,,132,! ,,,,,,,,,73,! ,,,,,,,,,40,! Research!,,,,,,,,200,! ,,,,,,,100,! ,,,,,,,,,,,5,! Packaging!,,,,,,,,133,! ,,,,,,,100,! ,,,,,,,,,75,! Display!,,,,,,,,,,,,,4,! ,,,,,,,,,29,! ,,,,,,,200,! Trade!,,,,,,,,426,! ,,,,,,,400,! ,,,,,,,376,! Other,SG&A!,,,,,2,172,! ,,,,1,433,! ,,,,,,,989,! ContribuSon,Income! ,,,,,,5,763,!,,,,5,244,! ,,,,,4,772,! 26%! 21%! 17%! 1 2 3 Financial assessment
  18. 18. We make brands better. We make brand leaders better. Completing a key issues presentation We leverage the summation of the business review to frame the drivers, inhibitors, risks and opportunities. From there we set a “straw dog” brand vision, then brainstorm all the issues in the way of achieving that brand vision. We begin to see key issues themes and use strategic summation tools to ensure we’ve looked at all parts of the business. We coach on the writing of a key issues deck for management approval. Strategic summation Drivers & inhibitors risks & opportunities Issues arising from analysis Brainstorm issues in the way of vision Set a “straw dog” vision Key issues themes Writing key issues deck Key Issues 2 Brand& Vision& Brainstorm&all& the&issues&in& the&way&of&the& vision& Narrow&down& the&list&of& issues&to&the& top&385& Frame&top& issues&in& ques<on& format& Layer&in&the& Strategy&as&an& answer&the& key&issue& Con$nue/Enhance,,, •  Stay%focused%on%things%going%right,%accelerate% against%them.%%%Con7nuous%improvement.% Minimize/Reverse, •  Close%the%leaks,%develop%turnaround%plans%or% re;focus%the%team%against%the%trend.% Take,Advantage,of, •  Build%plans%to%mobilize%the%brand%to%see%if%the% opportunity%is%a%winning%space%for%the%brand.%%% Avoid/Con$ngency, •  Iden7fy%and%measure%the%risk,%explore%plans%to% avoid.%%%Fill%the%gap%before%a%compe7tor.% What’s,Inhibi$ng, the,Growth?, What,are,the,, untapped,, Opportuni$es?, What,are,, the,Threats?, What’s,Driving,, the,Growth?, Driver&#1:&Taste&drives&a&high&conversion&of&Trial&to&Purchase& (65%&vs.&norm&of&50%).& 21& •  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%.### 21& 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& ConLnue&to&look&to&opportuniLes&to&&drive&trial,& because&of&the&high&conversion&to&purchase.& Inhibitor)#1:)Awareness)among)mainstream)target)(20%))held) back)due)to)weak)Adver?sing)scores.))Low)ABen?on)scores) and)Brand)Link)scores.) 24)24) 33% 20% 10% 2% 0.5% 20% 75% 66% Awareness Familiar Consider Purchase Repeat Loyal12% •  Skinny&Brand&Funnel&shows&a&lot&of& gaps,&poin8ng&to&the&lack&of&marke8ng& success&in&genera8ng&awareness,& •  Year&6,&Gray’s&s8ll&has&very&low&Brand& Awareness&(33%&vs.&60%&norm).&&& •  Poor&Ad&tracking&shows&low&AHen8on& (30%&vs.&norm&of&50%)&and&poor& Brand&Link&ra8o&(.32&vs.&.55&norm)& 15% 66% 33 20 15 10 4 40% Gray’s 66% 60 48 40 20 83% 50% 5 25%80% 75% 66% Aware)))))))Familiar))))))))Consider)))))))))Purchase)))))))))))Repeat)))))))))Loyal)) 0.5 12% 2 40% ))K)14)))))))))))))))K)8))))))))))))))))))))+16))))))))))))))))+20)))))))))))))))K28) Poor$execu)on$on$adver)sing$holding$back$Awareness.$$ Low$emo)onal$connec)on$holding$back$repeat/loyalty.$$ Norm 24) Brand)Funnel)Ra?os) Both)ends)of)funnel)need) fixing.))Need)to)choose) between)either)building) awareness)or)driving)loyalty.))) 1. Where'are'we?'' 2. Why'are'we''here?'' 3. Where'could'we'be?' 4. How'can'we'get'there?' ' 5. What'do'we'need'to'do?' Situa<on'Analysis' Key'Issues' Vision/Purpose/Goals' Strategies/Tac<cs' Execute'&'Measure' Ques<ons'To'Ask' Planning'Areas' 1 2 3 4 5 6 What%is%your% current% compe11ve% posi1on%in%the% market?% % Leader% ! Challenger% ! Flanker% ! Guerilla% % Product% % % Concept% Idea% % Service/ Experience% % Price/Value% % Con1nue% Momentum% % % Turn% Around% % ReDFocus% % Start%Up% % Indifferent% ! Like!It% ! Love!It% ! Beloved% How%1ghtly% connected%is% your%% consumer%to% your%brand?% What%is%the%core%strength%% your%brand%can%win%on?% What%is%the%current%business% %situa1on%that%your%brand%faces?% 1% 4% 2% 3% Brand% Strategy% Alignment)of)your)limited)resources)to)a)dis3nct)strategic)point)you)wish)to) penetrate,)crea3ng)posi3ve)momentum)on)a)pathway)towards)your)vision.) Break)through)point)where)you)see)a)shi<)in)momentum)towards)your) vision.))It)offers)poten3al)proof)to)everyone)that)this)strategy)will)work,) helping)rally)others–the)team,)agency)and)even)your)boss.)))) An)aspira3onal)stretch)goal)for)future,)linked)to)a)wellAdefined)purpose.)) It)should)push)you.)It)should)scare)you)a)liCle,)but)excite)you)a)lot.))) Something)happening)in)the)market,)as)a)poten3al)strategic)opening)based) on)trends)in)the)market)(e.g.)consumer)behavior,)technology)impact).) Ability)to)turn)the)early)win)into)crea3ng)a)momentum,)that)leads)to)the) 3pping)point)where)you)achieve)more)in)return)than)the)effort)put)in.) Realiza3on)point)where)you)see)a)shi<)in)posi3onal)advantage)or)power)))) that)allows)you)to)believe)your)vision)is)achievable.)
  19. 19. We make brands better. We make brand leaders better. Create a winning brand positioning The Big Idea 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 Emotional Cheat Sheet Brand Concept Mapping 5 Connectors Brand Positioning 3 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) EasyCgoing) Nurtured) Compassion) DownCtoCCearth) Relaxed)Honest) 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 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,&25K45&with&bullsKeye&target&of&35K40.&For&many,&Food&can&be&a&bit&of&a&stressKreliever&and&escape& even&for&people&who&watch&what&they&eat.&&&&" " 4.''Consumer'Insights' • “I&have&tremendous&willKpower.&&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&guiltKfree&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&inKstore.&&Want&to&carry&the& idea&into&digital,&social&media&and&a&microsite.&&" " 11.''Mandatories' • The&line:&&“best&tasting&yet&guiltKfree&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&12Kweek&study.&&" Creative Brief
  20. 20. We make brands better. We make brand leaders better. Write a brand plan everyone can follow 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’ll help your team prepare brand plans for review. We then work with your team to create actionable project plans for each tactic with goals, milestones and budget. Brand assessment Defining key issues Strategy worksheet Idea evaluation Strategic road map 1-year brand plan Project plans 4 Brand Plan
  21. 21. We make brands better. We make brand leaders better. Write a brand plan everyone can follow 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’ll help your team prepare brand plans for review. We then work with your team to create actionable project plans for each tactic with goals, milestones and budget. Brand assessment Defining key issues Idea evaluation 1-year brand plan Project plans 4 Brand Plan Purpose( Worksheet(Summary(for(wri4ng(of(a(Brand(Plan( Goals! Values! Tac4cal( 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!easeAofAuse! •  Stylish!designs!! •  FastAtoAmarket! •  Community!!! •  ConCnue!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!Cghten! Apple!community! •!Size!opCons! •!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!baUle!Samsung/Google!in!smart!phones?!!! •  How!do!we!expand!our!growth!beyond!a!flaUening!North!American!market?!! •  Where!will!the!next!round!of!innovaCon!come!from?!!! •  How!do!we!strengthen!bond!with!our!most!loyal!Apple!users?!!!!!!! Using!Apple!as!an!Example! Strategy worksheet 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#easeGofGuse,#stylish#designs,#fastGtoGmarket,#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) Dghten)Apple) community# TacDcs:# •#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
  22. 22. 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.
  23. 23. We make brands better. We make brand leaders better. The great brands that we have coached
  24. 24. 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
  25. 25. 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. Beloved Brands is a boutique brand coaching firm with worldwide impact, helping brands in North America, Europe, Asia and Africa. Graham believes that 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, which has been ranked the #1 International business school by Business Week. As a Brand Coach, Graham 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 robust client list includes sports, food, beverages, beer/wine, restaurants, hotel, tourism, consumer heath care, oil/gas, restaurants, retail and banking. 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.
  26. 26. We make brands better. We make brand leaders better. Work History • Beloved Brands, President, 2010- Present • TD Bank, Head of Advertising, 2009-10 • Johnson and Johnson Consumer, VP Marketing, 2005-08 • Pfizer Consumer, Group Brand Director, 1999-2005 • Pfizer Consumer, Senior Brand Manager, 1997-99 • Reckitt Benckiser, Marketing Manager, 1996-97 • General Mills, Associate Brand Manager, 1994-96 • Coca-Cola, Summer Marketing Intern, 1993 • General Electric, Marketing Training Program, 1989-92 Graham Robertson • Career Highlights Education • MBA, Ivey School of Business, Western University, 1994 • Bachelor of Commerce, Carleton University, 1989
  27. 27. 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 the more loved a brand is by consumers, the more powerful and profitable that brand will be. Higher' Margin'%' 1' 2'Premium' Price' Trading' Up' Stealing' share'' Get' loyal' Users' to'use' more' 5' 6' 3' Lower'Cost'of' Goods' Efficient'Spend'4' 7' 8' Enter' New' Markets' Find' New' Uses' Price' Cost' Share' Market'Size' Higher' Volume'
  28. 28. We would love the opportunity to help you unleash the full potential of your brand and your brand leaders. Graham Robertson •   Beloved Brands • 416 885 3911 • graham@beloved-brands.com
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