1. Workshop to help Brand Leaders inspire better
creative advertising and media choices.
How to inspire better
marketing execution

2. We make brands stronger.
We make brand leaders smarter.
Define
the
Brand
Think
Strategically
Big
Idea
At Beloved Brands, we use a branding approach
Vision Analysis
Key Issues
Strategies
Execution
• Advertising
• In-Store
• Innovation
• Consumers
• Category
• Channels
• Competitors
• Brand
Values, Goals
• Experience
Brand Plan
Create Brand Plans
Inspire
creative
execution
Analyze
performance
Sm
art
Creative
Ideas

3. Training Workshop 6
Marketing Execution
We show Brand Leaders how to judge and decide on execution options
that break through to consumers and motivates them to take action.
• We provide Brand Leaders with tools and techniques for judging communication
concepts from your agencies, as well as processes for making decisions and
providing effective feedback. We talk about the crucial role of the brand leader in
getting amazing marketing execution for your brand.
• We teach how to make marketing decisions with the ABC’S, 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 teach how to provide copy direction that inspires and challenges the agency to
deliver great execution. We also talk about how to be a better client so you can
motivate and inspire your agency.

4. We make brands better.
We make brand leaders better.
The role of a Brand is to create a tight bond with
your consumers, that will lead to a power and profit
beyond what the product alone could ever achieve.

5. We make brands stronger.
We make brand leaders smarter.
LOVE IT
INDIFFERENT
BELOVED
LIKE IT
1 Consumers move along Brand Love Curve
tightening their bond with brands
2 Consumers connect with Big Idea
through 5 supporting touch-points
3 The tight consumer bond creates
brand power with key stakeholders
4 The brand power drives profit through
price, cost, share, market size
Promise Experience
Purchase
Innovation
Story
Consumer
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
Brand
8 ways Marketers can drive more profits
The more loved a brand is by consumers,
the more powerful and profitable that brand will be.
Channels
Competitors
New Entries
Suppliers
Media
Influencers
Employees
Consumers
Brand
Power
Big
Idea

6. We make brands stronger.
We make brand leaders smarter.
We make brands stronger.
We make brand leaders smarter.
Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Brand
Positioning
Advertising and
Communication
Product
Development
Selling and
Retail
Operations
and Culture
Consumer
The
Brand
Innovation drives ideas, concepts,
testing, launches through system.Build culture to support
consumer experience
creating a brand credo
with purpose, values,
service behaviors.
2
4
3
1
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.&&&
Brief focuses creative &
media decisions on
positioning & strategy
5
Influence purchase moment
through channels, e-commerce,
selling and merchandising
At Beloved Brands, we promise to
make your brand stronger and your
brand leaders smarter.
We believe big ideas, focus and
passion matter, because the more
loved a brand is by consumers, the
more powerful and profitable that
brand will be.
We will challenge you to think
different, because the thinking that got
here may not get you to the next level.
Our Credo
Align execution to
focus on moving
consumers
through stages of
the buying system
Consumers connect with Big Idea
through 5 supporting touch-points
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware
6
The role of any marketing execution is to tighten the
bond with your consumers to drive brand growth
Marketing
Execution

7. Brand Leaders should think of marketing
execution as a business investment that further
tightens the brand’s bond with their consumers.
Every execution must have the potential to put
the brand on the pathway to being more
powerful and more profitable.

8. Creative Execution must amplify your brand story
and brand positioning into the marketplace, to
help connect with your consumers so they will
see, think, act or feel differently about your brand
than before they saw the message.

9. Media is a business investment that showcases
the creative execution of your brand story, to build
a bond your brand with consumers at the most
impactful and efficient place, where they are most
willing to engage in your brand story. It only pays
back if it puts your brand on a pathway to
becoming more powerful and profitable.

10. 3
1
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.&&&
Use our checklist to reach for your
gut instincts that might be
hidden away. Do not over-think.
We will teach you how to make smart decisions
throughout the creative process
Creative Brief
creates the box the
ad must play in.
Focused objective,
tight target, one
benefit, one desired
response.
Process
Graphic
Feedback memo
challenges and
tightens focus, gives
direction, without
giving specific
solutions. Create
new box with
problem for agency
to solve.
Keep team aligned and inspired
throughout complex process. Easy to
group-think out of a great idea or wiggle
away from original strategic intentions.
Ad
Ideas
2
5
The
Creative
Brief
4
Vision
Positioning
Big Idea
Strategy
Brief
Script
Ad
In creative meeting, stay
positive and big picture. Use
instincts to make decisions.
Represent your consumer.
Gut Instincts Check List
Do you love it?
Fits brand strategy
Motivates consumers
Creative idea
Attention
Branding
Communication
Stickiness
2
1
4
3
6
5
7
8

11. How to get better Marketing Execution
The role of the Brand Leaders in Marketing Execution
How to transform your Brand Communications Strategy
into a Creative Brief
Judging Marketing Execution
Making decisions on Creative Marketing Execution
Managing the Media Decisions
1
2
3
4
5

12. 1
The role of the Brand Leader
in Marketing Execution
The Brand Leader plays the most crucial role in getting
amazing Marketing Execution. An OK agency can do
great work on a great client. But a great agency will fail
with a bad client. The client matters the most.

13. We make brands stronger.
We make brand leaders smarter.
Before we figure out what makes someone
good at Marketing Execution, let’s figure out
what makes some brand leaders SUCK…
so we can work to eliminate these factors.

14. We make brands stronger.
We make brand leaders smarter.
Reasons why you might suck at Marketing Execution
You blame Yourself You blame the Agency You blame your brand
• You never find your comfort zone:
Convinced you are not good at marketing
execution, you show up skeptical, uptight,
too tough or too easy and you seem
easily annoyed.
• You don’t know if it is really your place
to say something: You figure the agency
is the expert—that’s why we pay them—
so you give them no direction. Or worse,
you give them the chance to mess up and
blame them later.
• You settle for something you hate,
because of time pressure: The agency
says if we don’t go for it now, we will miss
our air date and have to give up our
media to another brand. So you cave in to
the pressure and go with the Ad you hate.
• You can’t sell it in to management: You
are not sure if it is the right thing to do,
making you hesitant and unable to sell the
idea in to your boss.
• Agency writes a brief you don’t like or
you box them into a strategy they don’t
like: If either of you force a brief on each
other, then you are off to a bad start. Be
collaborative with your agency.
• Creative team over sells you and you
get hood-winked: You are not sure what
you want, so you settle for an OK ad in
front of you—the best of what you saw.
Tell your agency you have to love the
work and then if you don’t love it, you
have to reject it.
• You lose connection with the agency:
Keep your agency motivated, challenged
and engaged. Be the client they want to
make great work on, rather than have to
work on.
• You lose traction through the
production and edit: Talent, lighting,
directors and edits—if the tone changes
from the board to edit, so does your ad.
• The “I work on a boring brand”
argument: You think only cool brands like
Nike or Apple would be so much easier to
work on. However, boring brands have
more room to creativity, that while it is a
challenge, it should be even easier to
work on a boring brand.
• You are too careful: Good ads either go
left or right, not in the middle of the road.
You have to take smart creative risks.
• Advertising roulette: Where brand
managers have not done the depth of
thinking or testing, briefing is like a game
of chance. You have to do the homework
to know the strategy is right, making the
execution easier to nail.
• Your strategy sucks: You figure we don’t
have a great strategy, so maybe a good
Ad can help. A great strategy can make an
ad, but an Ad by itself will never make a
great strategy.
Being good at Marketing Execution takes experience, practice, leadership
and a willingness to adjust. You can learn how to be a good client.

15. If you knew that being a better client
would make your execution better,
could you actually show up better?

16. “Clients get the
advertising they
deserve”
David Ogilvy

17. We make brands stronger.
We make brand leaders smarter.
8 ways to show up better on Marketing Execution
1. Everything you do has to start and end with the consumer in mind.
2. Figure out the desired consumer behavior, then decide out what to say.
3. Focus your brief with 1 objective, 1 target, 1 big idea and 1 benefit.
4. Control the strategy, yet give the agency freedom on creative.
5. Inspire the creative team, yet be unafraid to challenge to ask for better.
6. Take creative risks to stand out, not stay safe to try to fit in.
7. Fight for great work, even with your boss, never settle for OK.
8. See big ideas that leave a legacy, not just make an ad to make the year.
The best Brand Leaders inspire, challenge, enable,
rarely settle and fight for great Marketing Execution.

18. Find the magic in the execution of a brand
All of our work is done through other people. Our greatness as a Brand Leader has to
come from the experts we engage, so they will be inspired to reach for their own
greatness and apply it on our brand. Brand Management has been built on a hub-and-
spoke system, with a team of experts surrounding the generalist Brand Leader. When
I see Brand Managers of today doing stuff, I feel sorry for them. They are lost. Brand
Leaders are not designed to be experts in marketing communications, experts in
product innovation and experts in selling the product. You are trained to be a
generalist, knowing enough to make decisions, but not enough to actually do the work.
Find strength being the least knowledgeable person in every room you enter.

19. Time to step back and let the creativity unfold
It is okay to know exactly what you want, but you should never know until the
moment you see it. As the client, I like to think of marketing execution like the
perfect gift that you never thought to buy yourself. How we engage our experts can
either inspire greatness or crush the spirit of creativity. Experts would prefer to be
pushed than held back. The last thing experts want is to be asked for their expertise
and then told exactly what to do. There is a fine line between rolling up the sleeves
to work alongside the experts and pushing the experts out of the way. It is time to
step back and assume your true role as the Brand Leader. It is a unique skill to be
able to inspire, challenge, question, direct and decide, without any expertise at all.
Brand Leaders need to rediscover the lost art of doing nothing.

20. • We don’t make the products.
• We don’t make the packaging.
• We don’t make the ads.
• We don’t buy the media.
• We don’t hire the front-line staff.
• We don’t sell the products.
• We don’t do the accounting.
• We don’t really do anything.
• But we do touch everything.
• And yet, we make every decision.
Rediscover the lost art of doing nothing
As Marketers, our only greatness comes from inspiring experts
to reach for their own greatness, and to apply it on our brand.

21. Managing Creative development process
Focused Brief
Brief creates the box the
ad must play. Need
objective, insights, desired
response, benefit, RTB.
Strategy Pre Work
Build Insights, create Big
Idea and lay out a Brand
Concept, Advertising
Communications Plan.
Tissue Session
Use when you don’t have
a campaign. Be open to
new ways of looking at
your brand. Focus on big
ideas, push for better.
Creative
Expectations
Meet creative team
to convey your
vision, strategy,
inspire and focus.
Creative Meeting
Be positive, focus only on big
picture, give direction, make
decisions. No solutions. No
Details. Are you inspiring?
Feedback Memo
Details, challenges but
without giving specific
solutions. Use feedback
to create a new box.
Management Check In:
Keep your boss aware,
sell-in where needed.
Ad Testing
Use testing to confirm
your pick, not make
your decision.
Gain Approval
Sell in the Ad. Be
ready to fight resisters
to make it happen.
Production
Manage the Tone to fit
the brand. Always, get
more than you need
Post Production
Talk directly with and
leverage every expert
The biggest challenge for most Brand Leaders
is to stay focused on your vision at every
stage, always inspire and yet challenge
1
6
7
4
5
3
2
8
9
10
Process
Graphic

22. Focused Brief
Brief creates the box the ad
must play. Need objective,
insights, desired response,
benefit, RTB.
Strategy Pre Work
Build Insights, create Big
Idea and lay out a Brand
Concept, Advertising
Communications Plan.
Tissue Session
Use when you don’t have
a campaign. Be open to
new ways of looking at
your brand. Focus on big
ideas, push for better.
Creative
Expectations
Meet creative team
to convey your
vision, strategy,
inspire and focus.
Creative Meeting
Be positive, focus only on
big picture, give direction,
make decisions. No
solutions. No Details. Are
you inspiring?
Feedback Memo
Details, challenges but
without giving specific
solutions. Use feedback
to create a new box.
Management Check In:
Keep your boss aware,
sell-in where needed.
Ad Testing
Use testing to confirm
your pick, not make
your decision.
Gain Approval
Sell in the Ad. Be
ready to fight resisters
to make it happen.
Production
Manage the Tone
to fit the brand.
Always, get more
than you need
Post Production
Talk directly with and
leverage every expert
1
6
7
4
5
3
2
8
9
10
Media decisions should flow throughout the
Creative proce