Brand Positioning Workshop

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How to Write a Brand Positioning Statement. The elements include Target Market, Benefits, Reason to Believe and the Brand Big Idea.

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Brand Positioning Workshop

  1. 1. Workshop for brand leaders to help them write a brand positioning statement, brand concept and build a big idea. Brand Positioning
  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. 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 How to run your Brand Managing your Marketing career Motivational lunch and learns 1 2 6 4 5 3 7 8 9 10 Workshop for brand leaders to help them write a creative brief that comes from the brand positioning, big idea and brand strategy. Beloved Brands training programs are designed to make your team of BRAND LEADERS smarter
  5. 5. We make brands stronger. We make brand leaders smarter. Define a FOCUSED CONSUMER TARGET. Tell their story through insights, enemies and buying patterns. Use a BENEFITS LADDER to move from features to rational and emotional benefits Build up to a BRAND POSITIONING STATEMENT that is own-able, matches your strengths and motivates consumers The homework you do sets up a winning BRAND POSITIONING STATEMENT that is own-able and motivating to consumers. 2 4 5 1 Understand the EMOTIONAL ZONE your brand can play in and own. 3 Find your WINNING ZONE where you are either better, different or cheaper. Not just rationally but emotionally.
  6. 6. We make brands better. We make brand leaders better. The role of Brand is to create a unique IDEA that transforms the brand’s SOUL into a brand REPUTATION that is perceived in the minds and hearts of the CONSUMER, consistently delivered by the EXPERIENCE, creating a BOND, POWER and PROFIT, beyond what the product alone could achieve. We believe the more loved a brand is by consumers, the more powerful and profitable that brand can be.
  7. 7. We make brands stronger. We make brand leaders smarter. Brands need to stand out to win The role of the Brand Positioning Statement is to take everything you know about your brand and begin making decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
  8. 8. We make brands stronger. We make brand leaders smarter. What consumers want The ideal space for your brand to PLAY is the match up of what consumers and what your brand does best What your brand does best The first step is to match up what your consumers want with what your brand does best After defining your target market, you should begin by matching up your target market’s need states against your brand assets. The can be found through market research tools, including need state analysis, U&A, tracking data or qualitative methods. Match Up the consumer wants to your brand assets
  9. 9. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Winning Zone: your brand’s clear difference matters to consumers The ideal place for your brand WIN is where ONLY your brand can match up to what the consumer wants
  10. 10. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Brands have to be better, different, cheaper… or else not around for very long. Winning Zone: your brand’s clear difference matters to consumers Losing Zone: competitor meets consumers needs better than you Risky Zone: equally meet consumer needs. You win through speed, innovation and emotional connection Dumb Zone: Competitive battle where consumer doesn’t care at all
  11. 11. We make brands stronger. We make brand leaders smarter. Find the space your brand can own and win How OWN-ABLE is this idea for your brand? How MOTIVATED are consumers by your brand’s idea? High High Low Low Losing Zone Consumers want it, but your competitor owns it Winning Zone You own what consumers want Dumb Zone Consumers don’t want it and you don’t own it. Risky Zone Can win through speed, innovation & emotion
  12. 12. Four questions that make up a Brand Positioning Strategy 1 2 3 4 Who is in the consumer target?    (Who is the most motivated to buy what you do?)   What are we are selling?    (What is your main benefit (rational/emotional)?)   Why should they believe us?    (Support points to back up what you say) What’s the long range feeling the brand evokes? (What is the Big Idea and Soul for the brand?)  
  13. 13. Who is the most motivated to buy what you do? Everything starts and ends with the Consumer in mind. Listen to your consumers, get in their shoes to understand their mindset and speak in their voice as you represent them to your brand. Instead of just asking which consumers you want, ask which consumers want you. 1 Who is in the consumer target?   
  14. 14. We make brands stronger. We make brand leaders smarter. Everything starts with a focused consumer target • Instead of figuring out who you want, focus on who wants you!!! • Pick the target that is most motivated by what you do. Target Everyone NotNot A good target not only decides who is in your target but who is not in your target.
  15. 15. We make brands stronger. We make brand leaders smarter. Difference between “selling” and “marketing” target Selling Target: Reactively sell to those who engage and show interest in your brand, regardless if they fit your ideal target. Do not spend your limited resources as you have seen no signs that they’ll respond enough to provide an efficient pay back. Marketing Target: Focus your limited resources on those consumers most motivated by what your brand offers, those most likely respond to your brand story and product offering, which then turns into the fastest, highest return on investment and effort. Program Target: Specific campaign target that you hope to move to think, feel or do with your specific marketing program. Spreading your limited resources (financial, people, time) across an entire population is cost prohibitive. While targeting everyone “just in case” might safe at first, it is riskier because you never see the full impact of your effort to know if it worked.
  16. 16. We make brands stronger. We make brand leaders smarter. Within each category, there are consumers who lead, influence, follow and lag. Understand your target. What type of consumer you target helps decide your overall strategy Consumer Innovators 2.5% Early Adopters 13.5% Early Majority 34% Late Majority 34% Late Adopters 16%
  17. 17. You can’t sell a golf ball that goes that goes 50 yards farther to someone who hates golf. You can easily sell it to people who love golf. You first have to matter the most to those who already care the most. We make brands stronger. We make brand leaders smarter.
  18. 18. We make brands stronger. We make brand leaders smarter. Consumer insights will make consumers say “I thought I was the only one who felt like that.”
  19. 19. We make brands stronger. We make brand leaders smarter. Insights should start with “I” to get in the consumer’s shoes and use quotes to use their voice. Good insights get in the SHOES of your consumer and use their VOICE For a Bank: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life”. Quit Smoking: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting Smoking Sucks.” For a Bank: Recent research shows customers would use the bank 3.4x/month and spend $56 more/month if our Bank were open till 8pm. Quit Smoking: There are no real competitors. But studies show that people try to quit cold turkey 7x before reaching for a smoking aid to help them quit. Lousy, boring insights Good insights
  20. 20. While 
 PRODUCTS 
 solve small problems 
 we didn’t know we had… …BRANDS  beat down the enemies that torment us every day. We make brands stronger. We make brand leaders smarter.
  21. 21. We make brands stronger. We make brand leaders smarter. While products solve regular problems, the most beloved brands beat down the enemies that torment us every day. Starbucks “Hectic Life” Disney “growing up” Nike “Losing” Special K “Jeans are too tight” Apple “Frustration” Staples “Business is complicated” FedEx “Hate to wait” Facebook “Fear of Losing touch” Volvo “Other drivers”
  22. 22. We make brands stronger. We make brand leaders smarter. Consumer Target Profile Target Consumer Target Name Pro-Active Preventers Demographic Description • Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape. Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight. Their enemy • Guilt, failure, out of control diet, temptation. Insights that tell their story • “I have tremendous will-power. I work out 3x a week, watch what I eat to 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.” What do they think now? • I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I wouldn’t say I use them all the time. How are they buying? • Most have been influenced by friends who have tried. Those who are buying, still do so less frequently than their normal favorite cookies. The household has yet to adopt the product. The mom uses it when she’s trying to diet. We want them to think/feel/do • Think: Gray’s might be a healthy alternative to my favorite cookies. • Do: We want them to try Grays to see if they like the great taste. • Feel: We want them to feel more in control, with less guilt.
  23. 23. We make brands stronger. We make brand leaders smarter. Brand Management has changed, not because of the change in media, but the change in the consumer. 1. Consumers see more brand messages than their brains can handle. 2. Consumers are tired of being burned by faulty brand promises. 3. Consumers now take control over the buying process. 4. Consumers connect with brands that they believe in. 5. Consumers reward amazing experiences over products alone. Brand Leaders need to change with the consumer changes The most loved brands are driven by big ideas, focus and passion. The smartest brands are managed with sound fundamentals.
  24. 24. We make brands stronger. We make brand leaders smarter. How importance and involvement impacts strategy Motivate engaged advocates to spread influence. Invest to stay top of mind, innovative and emotionally engaged. Stay involved, mass media, social presence, selective targets, fit to lifestyle. Be where they are type media approach. Need to interrupt, mass media, search, leverage influencers to drive importance, social media to engage with friends. Drive involvement and routine via search, PR, key influencers and motivational help Importance Involvement High Low HighLow Indulgence Brands Impulse items, lots of switching and variety within consideration set. Confectionary, fast food, perfume, beer, music. Drive importance by connecting to emotions in their lives. High Profile Badge product, favorite part of everyday life. Fashion, cell phones, restaurants, entertainment, sports, coffee and cars. Need to stay relevant and in the spotlight. Commodities Everyday household items, staples or commodities with marginal differentiation. Many consumer packaged goods. Need to drive importance or make higher involvement. Essentials Necessities such as healthcare, banking, insurance, supplies or software. Need to drive involvement to peak interest during problems. Drive routine to counter low compliance.
  25. 25. What is your main benefit (rational/emotional) Doing a Consumer Benefits Ladder helps to organize your thinking as a great tool for bringing the benefits to life. Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Then find the emotional benefit by asking “so how does that make me feel?” 2 What are we are selling? 
  26. 26. We make brands stronger. We make brand leaders smarter. Line up strategy behind your brand’s core strength PromiseProduct Price Experience Highly Competitive Medium LowFocus on what you are best at. Let go what matters the least. We give 4 chips, forcing one at the high, two at the middle to support the strength, and let go of one at the low.
  27. 27. We make brands stronger. We make brand leaders smarter. Examples of brands with the various core strengths PromiseProduct Price Experience
  28. 28. We make brands stronger. We make brand leaders smarter. How your brand’s core strength helps guide strategy • Establish reputation for superiority • Invest in Innovation to stay ahead of competitors • Rational selling and product focused communication, directly calling attention to differences. • Challenge yourself to evolve and grow by creating an emotional connection. • Own low price, attack any challengers. • Focus on efficiency with low cost & volume. • Invest time in production/sourcing, using power to win negotiations. • Need good solid products, consumers willing to accept lower experience. • Call to action style communication • Focus on building Big Idea and everything (product, experience) lined up under it. • Invest in brand communication that connects with motivated audience. Leverage brand lovers to influence. • Emotional selling and advertising. • Know where price matters or does not. • Focus on building a culture and organization with the right people. • Invest in training the face of the brand. • Use purpose and values to inspire & guide team. • Word of mouth, earned media, social media, key influencers, testimonials. PromiseProduct Price Experience
  29. 29. We make brands stronger. We make brand leaders smarter. Matching your brand assets to consumer needs Your brand assets Various scattered consumer need states Liquid Format Safe Sugar Free 24 hours 35 years Tastes Great Complete Relief Doctor Reco Long LastingMade in USA ADA approved Zero Carbs All Family Popular DietaryBrand History Key Features Functional Benefits Superiority Claims Emotional Benefits Key Indicators Brand Imagery Target Ownership Brand Icons New Uses
 Line Extensions Fast Acting After defining your target market, you should begin by matching up your target market’s need states against your brand assets. The can be found through market research tools, including need state analysis, U&A, tracking data or qualitative methods.
  30. 30. We make brands stronger. We make brand leaders smarter. Your brand assets Various scattered consumer need states Brand History Key Features Functional Benefits Superiority Claims Emotional Benefits Key Indicators Brand Imagery Target Ownership Brand Icons New Uses
 Line Extensions After defining your target market, you should begin by matching up your target market’s need states against your brand assets. The can be found through market research tools, including need state analysis, U&A, tracking data or qualitative methods. Liquid Format Safe Sugar Free 24 hours 35 years Tastes Great Complete Relief Doctor Reco Long Lasting Made in USA ADA approved Zero Carbs All Family Popular Dietary Good match with brand Poor match with brand Fast Acting Matching your brand assets to consumer needs
  31. 31. We make brands stronger. We make brand leaders smarter. 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? Consumer Define target, need states, enemies and insights. Functional In consumer’s voice, answer, “so, what do I get?” Find benefits using a Consumer Benefits Ladder Features Product-focused strengths, claims, differences or unique offerings. 1 3 2 Emotional Look at rational benefit, asking, “so how does that make me feel?” 4
  32. 32. We make brands stronger. We make brand leaders smarter. Target: “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape. Consumer Enemy: Guilt, failure, out of control diet, temptation. Insights: 1) “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” 2) “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” Emotional Benefits: 1) I feel in control of my health. 2) I feel more confident in my diet. 3) I feel more knowledgeable about what I am putting in my body. 4) I feel comfortable with my appearance. Rational Benefits: 1) I get a great tasting cookie, as good as my current cookie 2) I get a low calorie snack to make my diet easier. 3) I get a new favorite cookie I can turn to when I’m hungry. Features: 1) In blind taste tests, Grays matched the market leaders on taste, but only has 100 calories and 2g of fat. 2) In a 12 week study, consumers using Grays once a night as a desert were able to lose 5lbs. 3) Made of all natural ingredients. 1 3 2 4 Target and insights   What do consumers want? Brand features   What does your brand do? Rational benefits   What do consumers get? Emotional benefits   How do consumers feel? Gray’s Cookies Consumer Benefits Ladder Worksheet
  33. 33. We make brands stronger. We make brand leaders smarter. I’m curious for knowledge I feel optimistic I want to be in control I am comfortable I want to be myself Motivated Special Successful Inspired Interesting Alive Cool Playful Popular Trendy Like-­‐able Friendly Intimate Happy Easy-­‐ going Nurtured Compassion Down-­‐to-­‐-­‐earth Relaxed Honest Family Trust Safe Respect Reliable Informed Wisdom Smarter Competent I want to feel liked I want to feel free I want to be noticed Excited Emotional Cheat Sheet: 8 emotional consumer moods Consumer
  34. 34. We make brands stronger. We make brand leaders smarter. A great articulation of the difference between rational product features and emotional brand benefits.
  35. 35. We make brands stronger. We make brand leaders smarter. Stop telling consumers what you do and start telling them what they get and how it will make them feel. Features What do you do? Rational Benefits What do i get? Emotional Benefits How do I feel? Gray’s is the fastest working headache medication. Gray’s helps you to get on with your day. With Gray’s, you can feel optimistic that nothing will get your way today. Gray’s Bank stays open till 8pm. Gray’s Bank works around your life instead of you working around our life. With Gray’s Bank, you can be comfortable you can get to the bank when you need to. Gray’s cereal is a great tasting low calorie cereal. Using Gray’s twice a day, you can lose 5 pounds in two weeks. With Gray’s, you can feel inspired to stay in control of your weight.
  36. 36. We make brands better. We make brand leaders better. We make brands stronger. We make brand leaders smarter. People don’t really want a quarter-inch drill. They just want a quarter-inch hole.
  37. 37. Support points to back up what you say Claims can be an effective tool in helping to support your Reason to believe. We look at four types of claims: process, product, third person and behavioral. 3 Why should they believe us? 
  38. 38. We make brands stronger. We make brand leaders smarter. Rational truths (what the head says): what the consumer thinks about the brand. 1. Attributes: these are the non-negotiable attributes about the brand. These can be claims, known facts about the brand, deep perceptions, trends on the brand or elements that are obvious. 2. Associations: top of mind associations that are owned or own-able by the brand. When you think about a brand, what do you automatically link that brand with? Emotional truths (what the heart says): how consumer feels about the brand. 1. Values: what does the brand stand for. If the brand were a person, what qualities would you put to it. 2. Personality: how the brand behaves, the style it projects or the way it communicates with consumers. Be honest because these are truths of your brand, you have to be as honest as you can be. It’s so tempting to lie or see through rose colored glasses. But like every person, every brand has flaws. But like every person, knowing yourself in an honest way, helps you stay true to yourself. Why should they believe us?
  39. 39. We make brands stronger. We make brand leaders smarter. Process • Detail how your product works differently • Showcase your point of difference in the production process. • What do you do differently within the production process • What added service/details do you provide in the value chain Product • Usage of an ingredient that makes you better • Process or ingredient that makes you safer Third person • Experts in the field who can speak on the brand’s behalf. • Past users/clients with proof support of their stories. Behavioral • Clinical tests • In market usage study • Before and after studies Using Claims to support your RTB
  40. 40. We make brands stronger. We make brand leaders smarter. It’s crucial that you do all the work prior to the RTB to understand the role that the claim plays. • Claim should fit under a benefit as a proof or support point. For an emotional benefit, it’s good to have a rational RTB or claim. For a rational benefit, it’s good to have an emotional claim. • Claims should match up to the consumer, either leveraging the insight to expand on a potential story pathway to follow or leveraging the claim as a way to conquer a consumers enemy. • Claims can help bring a product feature to life. Claims have to fit the strategy, never the other way around
  41. 41. We make brands stronger. We make brand leaders smarter. What consumers want What your competitor does best What your brand does best Superiority Claims using claims as a way to highlight your brand’s clear difference matters to consumers Parity Claims: When you have a virtual tie, parity claims can help the leader or those using the claim as a support point to innovation and emotional connection Dumb Claims: Avoid claims where consumer doesn’t care at all. Do a claims sorting exercise to ensure your statements matter. Using Claims to support your RTB
  42. 42. We make brands stronger. We make brand leaders smarter. LOVE IT INDIFFERENT LIKE IT Breakthrough Claim: At indifferent stage, the strategy is about getting consumers to THINK differently about your brand. Use rational claim, but ensure they are highly creative to be arresting and breakthrough enough to be noticed. Focus on why you’re different than either the entire category or one of the leader brands. Be different! Separate Yourself: Use claims or build support points to separate yourself on quality, performance, experience or value. Use innovation to get ahead, address gaps or flaws in the category. Be Better! Experience Claims: Shift your claims to being more emotional with either your current users to re-enforce the love they have for you, or you can use your users emotional feelings in order to get more of the consumers who like you to engage deeper. BELOVED Broaden Offering: As the leader, you can use innovation and supporting claims to support any improvement your making with your claim against your prior version. Competitively, only use claims to attack back. Big Idea should drive CLAIMS with consumers and match up to where your brand is on Brand Love Curve
  43. 43. We make brands stronger. We make brand leaders smarter. Use brainstorms to ensure CLAIMS are break through, motivating to consumers and own-able for your brand Diverge #1 • At this stage you are pushing for quantity not quality. No bad ideas. Get as many ideas as you can, even the dumb ideas, creating energy for the group to build upon. Converge #1 • To help with decision making pot ideas onto a simple grid, The two that I use depending on the situation “Big vs Small up against Easy vs Difficult” or “Big Win vs Own-able”. Diverge #2 • Take the winning ideas from converge #1 and blow them out into real concepts that look like real life ads. Push the ideas even harder to make them more creative, stronger or more own-able. Converge #2 • Group voting process to enable the group to focus on the top winners. You can keep the list large or you can take the winning ideas into a testing methodology. Beloved Brands brainstorming process
  44. 44. We make brands stronger. We make brand leaders smarter. Building a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds.
  45. 45. We make brands stronger. We make brand leaders smarter. The final brand positioning statement For the healthy proactive preventers, who are working moms, Gray’s is the guilt free cookie that is the healthy option that tastes so good that it makes it easy you can stay in control of your health. That’s because in blind taste tests, Gray’s matched the leaders on taste, but only 100 calories and 3g of carbs. In a 12- week study, consumers using Gray’s once a night as a desert were able to lose 5-10 pounds.
  46. 46. What is the Big Idea and Soul for the brand Idealized state is when the BIG IDEA drives the brand REPUTATION which then perfectly matches up to the brand SOUL Build a Big Idea that is supported by product, consumer views, brand character, brand role & internal beacon. This 7 second brand definition helps frame the 60 second brand, 30 minute brand and lifetime brand, always consistently telling the same story. 4 What’s the long range feeling the brand evokes?
  47. 47. What is your brand’s shout from the mountain? We make brands stronger. We make brand leaders smarter. The Big Idea
  48. 48. 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
  49. 49. We make brands stronger. We make brand leaders smarter. What is it that creates a bond between the consumer and the brand? Consumer Brand
  50. 50. We make brands stronger. We make brand leaders smarter. Modern consumer world sets up case for a Big Idea After decades of being burned by false promises, modern consumers are naturally cynical and constantly doubting brands. They test the brand by asking detailed questions. 7 second brand 60 second brandIn today’s crowded branded marketplace, the modern consumers see 7,000 brand messages a day. The fastest thing our brains do is reject brand messages. Modern consumers like to take control over their buying process as they move from consideration to search and finally to a purchase moment. 30 minute brand Lifetime brand As the modern consumer experiences the brand, they either accept or reject the promise. Consumers are more loyal to brands they share a common purpose and shared values. Brands need to move with consumers through to the purchase moment Brands need to create experiences that match the brand story Brands need an entry point to gain permission to the consumer’s brain. Brands need a solid story that closes off any doubts consumers may have Can you describe your brand to CONSUMERS in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand, always telling the same story? 1 2 34 Consumer
  51. 51. We make brands stronger. We make brand leaders smarter. Complex brand organization affirms case for Big Idea The people of an organization deliver the brand story, innovation, purchase moment and experience Together, they create a bond with consumers. Everyone needs a common understanding and talking points of the brand. 7 second brand60 second brand The organizational support behind brands can be complex. Various departments have differing motivations and misaligned goals. Organizations need to break down silos to ensure various groups move in the same direction, each with unique solutions that line up with other groups 30 minute brand Lifetime brand It is the culture of the organization who deliver the experience the brand. People are the face of the brand, and will be the source of creating loyalty with consumers Brands need a plan that gets everyone on the same page with strategics, tactics and project plans. The culture under the brand is quickly becoming the new product that consumers connect with. Brands need an internal beacon to rally the motivations of their employees Brands need to lay out the detail so everyone can know the impact they have Can you describe your brand to YOUR TEAM in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand, always telling the same story? 1 2 3 4 Brand
  52. 52. We make brands stronger. We make brand leaders smarter. 7 second brand 60 second brand 30 minute brand Lifetime brand Decision Point Experience Point Entry Point Testing Point A BIG IDEA for your brand helps ensures consistency in the consumers mind as they notice, test, decide and experience the brand. Consumer
  53. 53. We make brands stronger. We make brand leaders smarter. Consumers first connect with a brand’s BIG IDEA, which should be an outer reflection of the BRAND SOUL Big Idea Consumer Brand BIG IDEAS that help simplify brand messages that makes it easily understood and remembered. The idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand.
  54. 54. We make brands stronger. We make brand leaders smarter. Apple makes technology so simple that everyone can be part of the future. Can you explain your brand in 7 seconds? Special K inspires and empowers women to take control and maintain their healthy body. Starbucks provides a personal moment of escape from a hectic life, between work and home. Rolex stands for performance and prestige. Assembled with scrupulous attention to detail to meet the most exacting standards. BIG IDEAS that help simplify brand messages that makes it easily understood and remembered. The idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand.
  55. 55. 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 to help come up with your brand’s Big Idea Internal ViewExternal View The Bridge
  56. 56. 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
  57. 57. 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 Big Idea Blueprint
  58. 58. We make brands better. We make brand leaders better. Build an escape around the coffee ritual. The best coffee, incredible deserts. Constant surprises. Regular favorites. Personal meeting place with friends or alone. Products & ServicesConsumer Reputation Personal escape, urban and European in style. Modern slightly edgy, never satisfied drives constant innovation. Brand Role To create the best moments, we need the highest quality products, highest personal touch service and best atmosphere. Internal Beacon We create moments. Little escape where you can get away from it all. We know your name and exactly how you want your drink. Starbucks has an urban, European cool, that’s part of every neighborhood. Brand Character Big Idea Blueprint Starbucks provides a personal moment of escape from a hectic life, between work and home.
  59. 59. We make brands stronger. We make brand leaders smarter. Nike’s Big Idea Nike pushes your athletic boundaries beyond what you thought was possible, so you can win on your own terms. Amazing slogan. But not a big idea. Big Idea focuses entire organization, from what type of shoes you make, who you hire, how you design stores to the “Just Do It” slogan. A slogan never drives your brand strategy. The brand strategy drives your slogan.
  60. 60. We make brands stronger. We make brand leaders smarter. Discovering your brand SOUL by creating a BIG IDEA 34 12 1. Product: start by figuring out exactly what you do, in the most passionate words that would excite you and your consumers. 2. Reputation: assess how your most engaged and loyal consumers would view your offering, to ensure it attracts, excites and engages them in a way that changes their behavior. 3. Beacon: Create an internal rallying cry for everyone to follow that reflects the purpose, values, motivations to deliver the brand you created. 4. Character: Use the emotional characteristics, and personality traits that help consumers connect passionately with the brand. 5. Role: Assume a role for how you can ensure consumers can get the most from what you do. This is the bridge between the internally driven soul and the externally driven reputation. After you summarize everything, the internal view with your products and culture, matched to the external view through the eyes of your consumer. The Big Idea should come to you as everything you do surrounds it. 5 Building the Big Idea Blueprint
  61. 61. We make brands stronger. We make brand leaders smarter. Low calorie, tasty, delicious, light tasting, low fat, low carb, controls hunger, rich flavors, creamy filling. Products & ServicesConsumer Reputation New, Innovative, Moms, Fresh, Different, surprisingly tasty, Low Calorie, the Diet Cookie, unknown, sugar free, snack replacement. Brand Role Delicious, soft, creamy, be as good as a regular cookie, never settle on taste, healthy, low carb, sugar is evil, natural Internal Beacon Enabling, supportive, knowledgeable, helping hand, controls hunger, helps indulge, pleasure The Big Idea Optimistic, excited, motivating, inspiring, helps stay in control, positive, knowledgeable, food-lovers Brand Character Build your brand’s big idea by brainstorming KEY WORDS for each area Brainstorm 10-15 words for each area, then vote on the best 3-4 words Step 1
  62. 62. We make brands stronger. We make brand leaders smarter. Delicious, low carb, low calorie cookies that help controls hunger and replace their favorite cookie. Products & ServicesConsumer Reputation The fresh face in the cookie aisle, known equally for health as it is the great taste. Brand Role Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Internal Beacon Gray’s is the helping hand that allows people to control their cravings and maintain their weight. The Big Idea Optimistic, excited, motivating, inspiring, helps stay in control, positive, knowledgeable, food-lovers Brand Character Turn the key words of each area into summary KEY PHRASES Take the best 3-4 words and build key phrases to summarize each area Step 2
  63. 63. We make brands stronger. We make brand leaders smarter. Delicious, low carb, low calorie cookies that help controls hunger and replace their favorite cookie. Products & ServicesConsumer Reputation The fresh face in the cookie aisle, known equally for health as it is the great taste. Brand Role Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that never settles on taste. Internal Beacon Gray’s is the helping hand that allows people to control their cravings and maintain their weight. GRAYS are the best tasting yet guilt free pleasure so you can stay in control of your health.Optimistic, excited, motivating, inspiring, helps stay in control, positive, knowledgeable, food-lovers Brand Character Inspire yourself to come up with a BIG IDEA that summarizes everything Using the 5 areas to inspire you, try to write a summary Big Idea Step 3
  64. 64. Mathematical argument for your brand’s BIG IDEA to be a single message The probability of success (P) is directly linked to the inverse of the number of messages (M) you have in your brand communication. P = 1 2m _ We make brands stronger. We make brand leaders smarter.
  65. 65. 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
  66. 66. 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
  67. 67. We make brands stronger. We make brand leaders smarter. Take control of your weight by replacing your favorite snack with Grays. Real life stories that show women living “All the pleasure. None of the guilt.” We never sacrifice on taste, you won’t have to sacrifice your cookie. Interrupt purchase routine to set up Grays as the better alternative. Weight loss results empowers you to stay in control. Promise Brand Story Innovation Purchase Moment Experience Positioning Communication Product Development Selling Operations & Culture BIG IDEA: Grays are the best tasting yet guilt free pleasure BIG IDEA aligns all 5 consumer TOUCH-POINTS Consumer
  68. 68. We make brands stronger. We make brand leaders smarter. Consumer Social Media Home PageEarned Media SearchPaid Media Purchase MediaExperiential Make brand newsworthy to help decisions. Enlist lovers as advocates to influence others. Tell brand story in own-able, breakthrough, moving way. Help consumers make smarter decisions. Knowledge, influence to close the sale or sell brand. Bring brand to life to replicate ideal brand experience Manage consumer through entire purchase cycle. Big Idea Brand Align all MARKETING EXECUTION under the BIG IDEA
  69. 69. We make brands stronger. We make brand leaders smarter. BIG IDEA allows consistent delivery of the brand story with a big CREATIVE idea and MEDIA execution BIG IDEA should guide CREATIVE IDEA that sets up the Master Brand as well as sub brands or sub messages… …the MEDIA PLAN should also leverage BIG IDEA to balance how to execute the Master Brand and sub brands or other mediums. Creative Big Idea Sub Brand Campaign Sub Brand Campaign Sub Brand Campaign J F M A M J J A S O N D  TV  TV  TV Facebook Event Event Sampling Digital Twitter In  Store  Displays  PR  PR  Facebook FacebookWeather  Twitter YouTube Big Idea Master Brand Anthemic Campaign
  70. 70. We make brands stronger. We make brand leaders smarter. Customer Big Idea External story of the brand which creates a position in the mind/heart Internal story of the brand which creates the customer experience Logo/Packaging Sales Materials Communications Values/Culture Innovation Service The external and internal story are of equal importance to the experience you create.
  71. 71. We make brands stronger. We make brand leaders smarter. Brand Story Brand Positioning Strategic Plan Retail Selling Organization Culture Driving Profits Vision& Purpose& Goals& Key& Issues& Strategies& Tac7cs& Calendar& Budget& Target& Insights& Consumer& Enemy& Features& Ra7onal& Benefits& Emo7onal& Benefits& Statement& Winning& Concept& Social& Media& Digital& Look&and& Feel& Communica7ons& Strategy& Brief& Crea7ve& Idea& Paid& Media& Earned& Media& Trends& Direct& Interac7on& Voice&of& Consumer& Consumer& Experience& Consumer& Insights& Behaviors& Talent& Hiring& Training& Values& Revenue& CAGR& P&L&Mgmt.& COGS& ROI& Priori7es& Investment& Forecasts& Share& Data& NPD& Produc7on& PorOolio& Mgmt.&& R&D& Plan& Brainstorm& NPD& Investment& Launch& Plan& Customer& Priori7za7on& Key&Accounts& Distribu7on& In&store&& Message& In&store& Experience& Buyer& Rela7ons& Budget& Home&& Media& Consumer Focus Program& Tracking& Pricing&&& Promo7on& Customer& Analy7cs& Program& Budgets& Org&& Structure& Leadership& Mo7va7on& Brand&Story& NPD& Research& Product Innovation Diagnos7c& Tracking& Our&& Consumers& Service& Systems& Service& Values& Media&& Customer& Innova7on& Claims& The! Big Idea! BIG IDEA WHEEL drives every part of your ORGANIZATION Big Idea
  72. 72. We make brands stronger. We make brand leaders smarter. Brand Soul A brand finds equilibrium when the BRAND SOUL, BIG IDEA and REPUTATION are all the same. Big Idea
  73. 73. We make brands stronger. We make brand leaders smarter. Using the POSITIONING and the BIG IDEA to generate BRAND CONCEPT options BIG IDEA: Grays are the best tasting yet guilt free pleasure
  74. 74. We make brands stronger. We make brand leaders smarter. Guilt free pleasure with Gray’s Cookies Try Gray’s Cookies and find your way to stay healthy • Do you feel guilty when you stick your hand in the cookie jar? Wouldn’t it be great if you could just sneak a cookie without worry that you have gone off your diet? • Gray’s Cookies are the best tasting yet guilt free pleasure so you can stay in control of your health. • That’s because Gray’s is low in fat and calories, yet still tastes great. In blind taste tests, Gray’s cookies matched the market leaders on taste, but only 100 calories, with 2g of fat and 3g of sugar. In a 12 week study, consumers using Gray’s once a night as a desert lost10 pounds. Main headline should capture the Big Idea for your brand Use Support visual to summarize concept Enemy or insights helps connect quickly with consumers Support points with two reasons to believe Motivating call to action to prompt purchase intent Main Benefit in a promise statement Using the POSITIONING and the BIG IDEA to generate BRAND CONCEPT options
  75. 75. 5 How Apple uses the Big Idea to manage every part of their brand
  76. 76. 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
  77. 77. We make brands stronger. We make brand leaders smarter. Put together the parts of your Brand Strategy Road Map Idea Map Plan rough copy
  78. 78. 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
  79. 79. We make brands stronger. We make brand leaders smarter. 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. Apple Brand Promise Brand Story Innovation Purchase Moment Experience Big Idea Positioning Communication Product Development Selling Operations & Culture At APPLE, we make technology so simple that everyone can be part of the future. Consumer
  80. 80. 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.
  81. 81. We make brands stronger. We make brand leaders smarter. Apple Brand Big Idea At APPLE, we make technology so simple that everyone can be part of the future. Consumer All in one for work & creativity at work or family at home. The original brand. Do everything anywhere. Creative functional, durable, portable. 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
  82. 82. We make brands stronger. We make brand leaders smarter. At APPLE, we make technology so simple that everyone can be part of the future. 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
  83. 83. We make brands stronger. We make brand leaders smarter. At APPLE, we make technology so simple that everyone can be part of the future. For 40 years, Apple’s brand story has been about challenging the status quo of the category in a way that expresses “simplicity”
  84. 84. What is the Big Idea and Soul for the brand Innovation has to fit under the Big Idea. In nearly every organization, R&D is a separate function reporting up through the President, with the R&D head usually being a peer to the CMO. As the Brand Leader, beneath the CMO, you need to influence, manage and even direct your R&D counterparts to ensure they are focused on your brand strategy, 6 How to build a Product Innovation Plan that fuels brand growth
  85. 85. 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 To ensure a consistent brand delivery, line up all 5 consumer TOUCH-POINTS underneath the BIG IDEA Promise Brand Story Innovation Purchase Moment Experience Big Idea Positioning Communication Product Development Selling Operations & Culture
  86. 86. We make brands stronger. We make brand leaders smarter. Continuous generation of ideas to build a war-chest of potential solutions to meet consumer needs. Assess opportunities using criteria: breakthrough, own- able, strategic fit, consumer motivation, potential size. Plan your Product Innovation Identify New Opportunities Build Innovation Pipeline Go-to-market launch Plan 2 3 Build out potential concept to test breakthrough, own- ability and sales potential. Build robust innovation schedule with volumetrics, investment, sourcing and production timeline. Stage-gate decisions to approve execution plans and milestones from production to launch. 4 5 6 Backend plan includes final naming, logos, packaging, production and channel plan. Build marketing support; advertising, presentations, in-store support. Hand over to launch team, including marketing, sales, operations. 7 8 9 Observations and Identifying trends and new consumer need states 1 Winning ideas go to market Move best ideas to testing
  87. 87. We make brands stronger. We make brand leaders smarter. Product Extensions • Identifies new consumer need states, occasions where your brand can easily handle. • Broader portfolio helps neutralize competitive advantages or use to gain share of shelf. • Continuous news keeps brand momentum going with new benefits, flavors, sizes. Product Improvements • Use the “leaky bucket” analysis to identify where you are losing consumers, helping isolate flaws and gaps in your brand that need fixing. • Either moves ahead or catches up to competitors. New Formats • Stretches the brand into new subcategories/ adjacencies or parts of the value chain. • Helps drive added usage frequency or new usage occasions with consumers. • Gets brand into new parts of the store, new distribution channels or new usage points with consumers. Exploratory Product Innovation Brand Stretching • Take the assets of the brand and move them into other categories—bringing your loyal user base and brand reputation. Game Changing Technology • R&D driven invention needs to be matched up a consumer driven need and re-presented back tot he consumer in a consumer centric idea. Blue Ocean Exploratory Areas • Completely exploratory ideas that combine your open technical capabilities, matched to pure un- explored consumer need states to create game changing launches that move into fully protected Island type competitive positions.
  88. 88. We make brands stronger. We make brand leaders smarter. LOVE IT INDIFFERENT LIKE IT Product Focus: Either one core product or line extensions, use innovation to help explain purpose, idea or concept as well as a real point of difference versus current offerings to break through and solve an unmet need. Separate Yourself: Use innovation to stay ahead, address gaps or flaws in the category. Use claims or build support points to separate yourself on quality, performance, experience or value. Focus on better. Create Experiences: Use innovation to become part of the consumer’s life, connecting emotionally and into their current life rituals. Explore peripheral products around routines. Keep investing to stay ahead of challengers. BELOVED Broaden Offering: Extend brand beyond core product. Use innovation to surprise and delight and support the love. Use innovation to attack current offering, but be aware your consumer might not want change. INNOVATION PLAN driven by how connected your brand is with your consumers
  89. 89. We make brands stronger. We make brand leaders smarter. Summary of Learning on Positioning • A brand positioning is essential to ensure that brands stand out from the pack. Brands have to be better, different, cheaper…or else not around for very long. We look at matching up what consumers want to what your brand does best. We avoid taking competitors on where they are stronger and avoid going into zones the consumers do not care about. • Start by defining the consumer target, focused on those consumers most motivated by what we do. We look at demographics, psychographics, consumer insights and enemy that help tell the story of the consumer. • Use the Consumer Benefits Ladder to take the brand features to build the rational (what do I get?) and emotional benefits (how does that make me feel?). • Bring the analysis together into a brand positioning statement that has a focused target, frame of reference, main benefit and two reasons to believe. • Then build a Big Idea that is supported by product, consumer views, brand character, brand role & internal beacon. This 7 second brand definition helps frame the 60 second brand, 30 minute brand and lifetime brand, always consistently telling the same story. • Combine the brand positioning statement with Big Idea to create a Brand Concept that is test- able with consumers, looking to find what is most own-able and motivating. • Build a Big Idea Map that lays out the promise, story, innovation, purchase moment and experience for the brand.
  90. 90. We make brands stronger. We make brand leaders smarter. Brand Management Training
  91. 91. 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. We make brands stronger. We make brand leaders smarter. Do you want to make your brand team smarter?
  92. 92. 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
  93. 93. 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
  94. 94. 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"
  95. 95. 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
  96. 96. 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?!
  97. 97. 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.&&&
  98. 98. 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
  99. 99. 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
  100. 100. 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
  101. 101. 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.
  102. 102. 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.
  103. 103. 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
  104. 104. We work the way that best meets your needs Team Building Off sites Boardroom via Skype Small Group We make brands stronger. We make brand leaders smarter. Brand Leader Training Large Group
  105. 105. 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
  106. 106. 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
  107. 107. 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 to beloved-brands.com with the desire to become smarter. If you are looking to get smarter, contact Graham at graham@beloved-brands.com Graham Robertson at Beloved Brands A NEW WAY to look at Brand Management We make brands stronger. We make brand leaders smarter.
  108. 108. 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
  109. 109. We make brands stronger. We make brand leaders smarter. Want to get smarter about Marketing? Visit beloved-brands.com Over 4 million views from Marketers leaders wanting to get smarter
  110. 110. 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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