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Brand Team Assessment Tool

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We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.

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Brand Team Assessment Tool

  1. 1. Assessment tool for your Marketing team We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team. As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
  2. 2. Marketing Skills assessment of your team Definitions on following page Identified gaps • • • Scoring for each element 5: Exceptional 4: Very strong 3: Solid 2: Below expectation 1: Unable to perform Assessment scoring for your team 90%: Exceptional team delivering for the brand 80%: Strong Team, but may have one major gap area 70%: Performance gaps holding team and brand back 60%: Team not trained to deliver on your expectations Below 60%: Team holding the brand performance back Brand Skill Element 1 2 3 4 5 Comments 1. Able to analyze and draw conclusions 2. Leads a deep-dive business review 3. Understands all data sources 4. Writes analytical reports 5. Uses strategic questions for thinking 6. 360-degree strategic thinking 7. Leads strategic discussions 8. Makes smart strategic decisions 9. Defines target consumer 10. Turn features into consumer benefits 11. Finds winning brand Positioning statement 12. Generates the Big Idea for brand 13. Leads all elements of Brand Plan 14. Writes smart strategic objective statements 15. Effective plans presentation 16.Aligned marketing execution plans 17. Writes focused and inspired creative briefs 18. Leads all marketing execution projects 19. Inspire greatness from experts 20. Smart strategic decisions on execution
  3. 3. Marketing Skills assessment definitions Analyze brand performance 1. Digs deep into data, draws comparisons and builds a story toward the business conclusion 2. Able to lead a best-in-class 360-degree deep-dive business review for the brand 3. Understands all sources of brand data—share, brand funnel, consumption, financials 4. Writes analytical performance reports that outlines the strategic implications. Think Strategically 5. Thinks strategically, by asking the right interruptive questions before reaching for solutions 6. 360-degree strategic thinking: core strength, consumers, competitors, situation, engagement 7. Able to lead a well-thought strategic discussion across the organization 8. Makes smart strategic decisions based on vision, focus, opportunity, early win and leverage Define the Brand 9. Defines ideal consumer target, framed with need states, insights and enemies 10. Consumer centric approach to turn brand features into functional and emotional benefits 11. Finds winning brand positioning space that is own-able and motivates consumers 12. Develops a big idea for brand that can lead every consumer touchpoint Create Brand Plans 13. Leads all elements of a smart brand plan; vision, purpose, goals, issues, strategies, tactics. 14. Turns strategic thinking into smart strategic objective statements for the brand plan 15. Strong in presenting brand plans to senior management and across organization 16. Develops smart execution plans that delivers against the brand strategies Inspires, challenges and makes decisions on creative brand execution 17. Writes strategic, focused and thorough creative briefs to inspire great work from experts 18. Can lead all marketing projects on brand communication, innovation, selling or experience 19. Able to inspire greatness from teams of experts at agencies or throughout organization 20. Makes smart marketing execution decisions that tightens bond with consumers
  4. 4. Leadership assessment of your team Definitions on following page Identified gaps • • • Scoring for each element 5: Exceptional 4: Very strong 3: Solid 2: Below expectation 1: Unable to perform Assessment scoring for your team 90%: Exceptional team delivering for the brand 80%: Strong Team, but may have one major gap area 70%: Performance gaps holding team and brand back 60%: Team not trained to deliver on your expectations Below 60%: Team holding the brand performance back Brand Leadership Element 1 2 3 4 5 Comments 1. Hold everyone accountable 2. Makes it happen 3. Stays on strategy 4. Works system 5. Manages core team 6. People development 7. Coaches, teaches, guides the team 8. Provides honest assessments 9. Active listener 10.Controls strategy, flexible on execution 11. Carries influence throughout organization. 12.Thinks of others beyond themselves, 13. Aware of their impact on others 14.Exhibits leadership under pressure. 15.Consistency in leadership 16.Flexibility in leadership 17. Great client to agency partners. 18. Runs brand like a business 19. A partner with the sales team 20. Lives and breathes the culture
  5. 5. Leadership assessment definitions Accountable to results 1. Hold everyone accountable to the goals of their tasks. Acts like a “Brand CEO” accountable to the long range health and profits of the business. 2. Makes it happen, get things done, don’t let details/timeline slip 3. Makes smart decisions and stays on strategy, eliminates ideas that are not focused against vision/strategy. 4. Works system behind the brand, from sales to finance to operations to HR Team Leadership 5. Manages core team: focus, communication, solutions, results, let others shine. 6. Interested in their people’s development and career development 7. Coaches, teaches, guides the team for higher performance. 8. Provides honest assessments to their people and upwards. Broad Influence 9. Active listener, seeks opinions, makes decisions, owns strategy. 10. Controls brand strategy, yet flexible to new ideas on the execution. 11. Carries influence throughout organization. 12. Thinks of others beyond themselves, empathy to pressures/challenges others are facing. Authentic Style 13. Aware of their impact on others within and beyond their team. 14. Exhibits leadership under pressure: results, ambiguity, change, deadlines. 15. Consistency in leadership in how they show up. 16. Flexibility in leadership: admits mistakes, challenges self, adjusts to new ways. Inspires outstanding execution 17. Great client for the agency partners. Clear strategy, freedom on execution. Clear feedback and decision-making, that motivates and challenges. 18. Runs the brand like a business. Knows the details underneath the brand, stays on top of forecasts, financial reports and supply chain operations. 19. A partner with the sales team. Knows channels and accounts issues. Listens to sales leaders and finds common ground on shared success. 20. Lives and breathes the culture, by exhibiting the values and behaviors expected of a leader.
  6. 6. At Beloved Brands, we make brands stronger and brand leaders smarter. Our role is to challenge you to think differently about your future, so that you can realize your full potential. We will unleash the full potential of your brand. We will lead a 360-degree assessment of your business, help you define your Brand Positioning, create a Big Idea that will transform your brand’s soul into a winning brand reputation and help you build a strategic Brand Plan everyone who works on the brand can follow. Here’s how we can help your brand: • We lead a 360-degree assessment of your business, looking at the marketplace, consumers, channels, competitors and the brand. • We help you define your brand, with a simple, unique, inspiring, motivating and own-able Brand Positioning Statement. • We will create a Big Idea that will transform your brand’s soul into a winning brand reputation. • We help you build a strategic Brand Plan that everyone who works on the brand can follow • We coach on Marketing execution, helping to tighten the bond with your consumers and drive brand growth • We will make your team of Brand Leaders smarter so they produce exceptional work that drives stronger brand results. We offer brand training on strategic thinking, brand analytics, brand planning, brand positioning, creative briefs and marketing execution. We make brands stronger. We make brand leaders smarter. 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. In his career, he has won numerous Advertising and Innovation awards. Graham played a major role in helping Pfizer win Marketing Magazine’s “Marketer of the Year” award. Graham started Beloved Brands believing he could make brands stronger and brand leaders smarter. Graham will challenge you and your team to think differently and strategically. He leads workshops that will help define your Brand Positioning Statement, create a Big Idea for your brand, and write Brand Plans to motivate and focus everyone that works on the brand. He will build Brand Management training programs that will help unleash the full potential of your team, so your team can produce exceptionally smart work that drives stronger brand results. The Beloved Brands robust client roster has included the NFL Players Association, Reebok. Acura, Shell, Jack Link’s, 3M, Melitta, Capital One and Pfizer. Graham Robertson at Beloved Brands One of the voices of today’s Brand Leaders.
  7. 7. Beloved Brands Training program At Beloved Brands, we can build a Brand Management Training Program, to unleash the full potential of your Marketing team 1. How to think strategically: Strategic Thinking is an essential foundation for Brand Leaders, so they ask big questions that challenge and focus their decisions. We teach Brand Leaders how to think strategically, to ask the right questions before reaching for solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out. We take Brand Leaders through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We introduce a forced choice to help Marketers make focused decisions. We teach the value of asking good questions, using five interruptive questions to help frame your brand’s strategy. This helps to look at the brand’s core strength, consumer involvement, competitive position, the brand’s connectivity with the consumers and the internal situation the brand faces. We show how to build strategic statements to set up a smart strategic brand plan. 2. Write smarter Brand Plans: A good Brand Plan helps make decisions to deploy the resources and provides a road map for everyone who works on the brand. We demonstrate how to write each component of the Brand Plan, looking at brand vision, purpose, values, goals, key Issues, strategies and tactics. We provide definitions and examples to inspire Marketers on how to write each component. We provide a full mock brand plan, with a framework for you to use on your own brand. We offer a workshop that allows Marketers to try out the concept on their own brand with hands on coaching with feedback to challenge them. At each step, we provide the ideal format presentation to management. We offer unique formats for a Plan on a Page and long-range Strategic Road Maps. We show how to build Marketing Execution plans as part of the overall brand plan, looking at a Brand Communications Plan, Innovation Plan, In-store plan and Experiential plan. This gives the strategic direction to everyone in the organization. 3. Create winning Brand Positioning Statements: A winning brand positioning statement sets up the brand’s external communication and internally with employees who deliver that promise. We show how to write a classic Brand Positioning statement with four key elements: target market, competitive set, main benefit and reason to believe (RTBs). We introduce the Consumer Benefit ladder, that starts with the consumer target, with insights and enemies. We layer in the brand features. Then, get in the consumers shoes and ask “what do i get” to find the functional benefits and ask “how does this make me feel” to find the emotional benefits. We introduce a unique tool that provide the top 50 potential functional and top 40 emotional benefits to help Marketers stretch their minds yet narrow in on those that are most motivating and own-able for the brand. We then show how to build an Organizing Big Idea that leads every aspect of your brand, including promise, story, innovation, purchase moment and experience. 4. Write smarter Creative Briefs: The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication. Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative
  8. 8. team to make great work. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response. Brand Leaders walk away from the session with a ready-to-execute Creative Brief. 5. Be smarter at Brand Analytics: We show how to build a deep-dive business review on the brand, looking at the category, consumers, competitors, channels and brand. We start with the smart analytical principles that will challenge your thinking and help you gain more support by telling analytical stories through data. We teach you the steps to complete a deep-dive Business Review that will help assess the health and wealth of the brand, looking at the category, consumer, competitors, channels and brand. We show key formulas you need to know for financial analysis. We teach how to turn your analysis into a presentation for management, showing the ideal presentation slide format. We provide a full mock business review, with a framework and examples of every type of analysis, for you to use on your own brand. We show you how to turn your analytical thinking into making projections by extrapolating data into the future. 6. Get better Marketing Execution: We show Brand Leaders 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. 7. How to generate Brand Love: Why does Brand Love Matter? We believe the more loved a brand is by your consumers, the more powerful and profitable that brand will be. We challenge Brand Leaders to find brand love through the by creating a Big Idea to rally around, strategically focusing all their resources and instilling passion in the work to exceed the consumer’s expectations: • Build an organizing Big Idea that connects consumers at every touchpoint, tightening the bond, reflecting the inner Brand Soul and desired external reputation. • Need strategic focus in deploying the brand’s limited resources to breakthrough points, moving consumers along the brand love curve to enable your brand vision. • Put all your passion into the execution creates breakthrough ideas that surprise and exceed consumer expectations, becoming a favorite brand of the consumers. 8. Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, helping consumers to test, decide and then experience the brand so that they try, repeat and become loyal brand fans. We provide brand leaders with analytics, planning and decision making tools to help their 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 messages, strategies, tactics and project management. We look at the available tools for customer marketing including pricing, promotions, retail shelf management, merchandising and operational execution.

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