Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Beloved Brands Credentials Presentation

98,550 views

Published on

We help brands find new growth by building a brand your consumers will love.

Our brand playbook methodology will challenge you to unlock future growth for your brand:

1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
2. We will find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
3. We create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
4. We build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
5. We advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

We help brands find growth. We make brand leaders smarter.

Published in: Marketing
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THAT BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Full doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book that can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer that is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story That Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money That the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths that Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • Download or read that Ebooks here ... ......................................................................................................................... DOWNLOAD FULL PDF EBOOK here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download EPUB Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... Download Doc Ebook here { http://bit.ly/2m6jJ5M } ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (Unlimited) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download Full EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ACCESS WEBSITE for All Ebooks ......................................................................................................................... Download Full PDF EBOOK here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download EPUB Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... Download doc Ebook here { https://tinyurl.com/yyxo9sk7 } ......................................................................................................................... ......................................................................................................................... ......................................................................................................................... .............. Browse by Genre Available eBooks ......................................................................................................................... Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult,
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Beloved Brands Credentials Presentation

  1. 1. We help brands find new growth by building a brand your consumers will love beloved brands We use our unique brand strategy playbook methodology to help solve your toughest brand building challenges.
  2. 2. beloved brands Strategic Thinking Brand Plans Marketing Execution Brand Plan Brand Positioning What consumers want What your competitor does best What your brand does best Winning Analyze performance Our brand playbook methodology will challenge you to unlock future growth for your brand
  3. 3. Our brand playbook methodology will challenge you to unlock future growth for your brandbeloved brands 1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth. 2. We will find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth. 3. We create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf. 4. We build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth. 5. We advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth. 6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth. We help brands find growth. We make brand leaders smarter.
  4. 4. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth. Brand Funnel Brand Tracking Define consumer target, looking at needs, buying habits, growth trends and key insights. 2 5 1 3 4 To understand brand performance use brand funnel, tracking results, pricing analysis, distribution gaps and financial results. Dissect closest competitors by looking at performance, positioning, innovation, pricing, distribution and reputation. Summarize the analysis into drivers and inhibitors currently facing brand as well as threats and opportunities for the future. Drivers Inhibitors Factors of strength or inertia that accelerate your brand’s growth. Weaknesses or friction slows brand down, leak to fix Opportunities Threats Changing consumer needs, technologies, channels, and legal, Competitor launch, trade barriers, customer preference. 6 The Brand Funnel Awareness Familiar Consider Purchase Repeat Loyal Unknown Indifferent Love It Like It Beloved The Brand Love Curve 0 15 30 45 60 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 Gray's Dad's Sue's Devonshire Competitive market share performance Program tracking shows how well you are doing behind key marketing activities • Program tracking or testing results can compare how well the program has done against key measures. • You will also be able to get scores that match up to the brand funnel such as Awareness (aided, unaided), purchase scores (share of last 5 purchases) and purchase intention. Tracking Results Gray’s Norm Aided Recall 38 62 Unaided Recall 30 46 Brand Recognition 10 23 Brand Link .33 .50 Main Message 64 60 Uniqueness 38 22 Purchase Intent 10 9 Ad Tracking Brand Analysis Market Share Performance Customer scorecards Customer A Scores Overall Sales Dollars 39 Share of Category 11% % dollar change +19.1% Your Brand Share 33% % change +3.3 points Share Index 105 Your brand’s avg Price $6.33 % change +3.3% Price Index 125 Share of Co-Op Ads 33% % change +18% Co Op Index 143 Share of Merch 25% % change -2% March Index 111 Distribution Gaps We m We make br The FSI is your fair share index. (share of activity divided by your market share) See if you under or over-developed against a certain activity. Draw conclusions. Compare how you're doing in each channel and versus other periods. B C We ma We make bra Pricing Differences by Channel First, look at the average price and change versus year ago, for each channel. Match up the data to what the sales colleagues are saying about the different prices for each channel. Depending on channel/brand, you should be looking at the deal pricing, % on deal and coop ad points. Compare each of the channels and compare to prior years. Food Drug Mass Club Avg Price $6.55 $6.47 $6.62 $6.54 % change vya -6.4% -2% +3.1% -1.9% Avg Price on Deal 5.99 6.59 5.29 5.49 % change vya +8.3% -12.3% +1.7% +2.7% % on deal 32% 22% 38% 20% +/- vya +7 pts +1 pt +10 pts -2 pts A A B B We make brands stronger. We make brand leaders smarter. Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-11 Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon We make brand We make brand leade Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-11 Gray’s 8 ct Choc Chip Gray’s 16 ct Choc Chip Gray’s 8 ct Mint Chip Gray’s 16 ct Mint Chip Gray’s 8 ct Lemon Growth Tracking Look at channel performance, customer strategies, distribution gaps, merchandising performance. Macro view of the market looking at major economic, consumer, technology, trends. Our 360-degree assessment looks at the market, consumers, channels, competitors and the brand. Customer Scorecards
  5. 5. We will find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth. Stay in control Feel myself Use our Benefits Ladder to move from features to rational and emotional benefits 2 5 1 Use our cheat sheets to understand the Functional and Emotional benefits 3Benefits Ladder 4 Consumer Target Product features Functional benefits Emotional benefits Works better Functional Benefits Simplify Life Make Smarter Make Healthy Saves money Helps family Sensory Appeal Connect Experience Emotional Benefits Comfort Optimism Feel free Get noticed Feel liked Seek to know What consumers want What your competitor does best What your brand does best Losing Risky Dumb Winning Define a focused consumer target profile with insights, enemies and buying patterns. Out workshops helps you find a simple, unique, motivating and own-able brand positioning.. Use our Venn diagrams to determine your winning zone, where your brand is motivating to consumers and ownable to drive long-term growth. Summarize your winning positioning statement in a space that is unique, ownable motivating to consumers
  6. 6. We create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf. The brand idea will transform your internal brand soul into a desired brand reputation. Brand Idea Brands should drive consistency using the Brand Idea to show up the same way at all 5 consumer touch-points Consumers quickly decide whether to connect to a brand idea within seven seconds A brand finds its equilibrium when the Brand Idea impacts a brand reputation to perfectly match up to the Brand Soul Soul Reputation= 1 2 3 5 6 =Brand Idea Brand Soul Consumer Based on their personal experiences, consumers form a reputation they spread to others. Brand Promise Consumer BrandBrand Idea Consumer Experience Brand Story Innovation Ideas Purchase Moment Packaging Logo/Slogan Culture and Operations Advertising and Media Product Development Sales and Retail 4 To be consistent at every touchpoint, the Brand Idea organize every function behind your brand Your Brand Idea helps simplify your brand message as an outward expression of the inner brand soul
  7. 7. We build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth Our workshop lays out the vision, purpose, goals, key issues, strategies and tactics. 2 4 31 Strategic questions to help frame the Key Issues 5 Drivers and inhibitors currently facing brand. Risks and opportunities for future. Deep-dive Business Review looks at every area of the brand • Market: Macro view, economic indicators, consumer behavior, technology, political • Consumer: Target, buying habits, trends, consumer enemies, key insights • Channels: growth channels, major customers, available tools and programs • Competitors: Performance, positioning, innovation, pricing, distribution, perceptions. • Brand: Funnel, reputation, tracking results, pricing, distribution, financial analysis. Drivers Inhibitors Factors of strength or inertia that accelerate your brand’s growth. Weaknesses or friction slows brand down, leak to fixi Opportunities Threats Changing consumer needs, technologies, channels, legal, Competitor launch, trade barriers, customer preference. What is the core strength your brand can win on? How tightly connected is your consumer to your brand? What is your current competitive position? What is the current business situation your brand faces? 3 1 4 Use “where are we” questions to uncover answers that frame the overall Brand Plan. Lay out elements of the Brand Plan, on one page and in a formal presentation 2
  8. 8. We advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth. We coach teams on advertising, finding solutions that connect with consumers and drive growth Very Strong Strong StrongModerate Concern Concern Weak Weak Very Weak Motivates Consumers Advertising Measures Media Plan The best Ads have branded breakthrough and a motivating message. Use our ABC’s method to judge advertising work: Attention, Branding, Communication, Stickiness. 2 3 1 Align execution to move consumers through the stages of the consumer purchase loop Use your Brand Idea.to help steer both the creative and media decisions Consider Satisfied Buy Search Fan Loyal Repeat Aware4 Creative Idea Brand Positioning Transactional Advertising Paid Earned Owned Shared Where your brand sits on the Brand Love Curve should focus your brand’s strategic objective whether you want consumers to see, think, act, feel or influence others. The Consumer Journey Stages of the Brand Love Curve See Think Buy Feel Share BelovedIndifferent Like It Love ItUnknown Consumer BrandBrand Idea
  9. 9. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth. Our brand management training programs help your teams think, define, plan, execute and analyze. How to think strategically Using brand positioning to define your brand How to write brand plans Writing creative briefs to inspire smarter advertising Brand analytics and the business review How to get better creative advertising and media Creating a beloved brand Taking a more consumer centric approach Brand Finance 101 Managing your marketing career 1 2 6 4 5 3 7 8 9 Consumer Brand Brand Idea 10
  10. 10. Graham Robertson of Beloved Brands We help brands find growth. We make brand leaders smarter.beloved brands Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use is marketing experience and provocative style to get marketers to think differently about their brands, and to explore new ways to grow. Graham spent 20 years leading some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. Graham played a significant role in helping win Marketing Magazine's "Marketer of the Year" award. He has won numerous advertising and innovation awards including Businessweek’s best new product award. As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills. His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book as a playbook to help build the brand they work on. And, it serves as a brand management textbook for business schools in the US, Canada and the UK. Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking, so you can unlock future growth for your brand.
  11. 11. Graham Robertson’s work history We help brands find growth. We make brand leaders smarter.beloved brands Education • MBA, Ivey School of Business, Western University, 1994 • Bachelor of Commerce, Carleton University, 1989 Professional Work History • Founder and CMO, Beloved Brands ,2009 - Present • VP Marketing, Johnson and Johnson Consumer Healthcare, 2005-08 • Group Brand Director, Oral Care, Quit Smoking, Allergy 1999-2005 • Senior Brand Manager, Listerine Mouthwash/PocketPaks, 1997-99 • Associate Brand Manager, General Mills, Kids Cereals, 1994-96 • Summer Intern, Coke, 1993 • Marketing Training Program, GE Lighting,1989-92 beloved brands
  12. 12. Our new book: Beloved Brands We help brands find growth. We make brand leaders smarter.beloved brands The playbook for how to build a brand your consumers will love. • How to think strategically • Write a brand positioning statement • Come up with a brand idea • Write a brand plan everyone can follow • Write an inspiring creative brief • Make decisions on marketing execution • Conduct a deep-dive business review • Finance 101 for marketers “Beloved Brands is the book every CMO or would-be CMO should read.” Al Ries
  13. 13. We help brands find growth. We make brand leaders smarter.beloved brands You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand. Graham Robertson Founder and CMO Beloved Brands Inc.

×