Media Planning Workshop

Workshop to help brand leaders make strategic and executional
decisions on media plans for their brands
Managing your brand’s
Media Investment

We make brands stronger.
We make brand leaders smarter.
Brand Positioning • Brand Plans • Marketing Execution • Brand Team Training

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Over 4 million views from marketers getting smarter

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
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Workshop for brand leaders to
help them make strategic and
executional decisions on your
brand’s media planning. Think
of media as an investment, a
strategy choice in helping grow
your brand.
Beloved Brands training programs are designed to make
your team of BRAND LEADERS smarter

BIG IDEA connects
consumers at every
touchpoint forming a tight
bond, while reflecting the
inner soul of your brand
and desired external
reputation.
FOCUS of your limited
resources to strategic
breakthrough points,
moving consumers along
the brand love curve
towards your vision.
PASSION in execution
creates breakthrough ideas that
surprise and exceed consumer
expectations, becoming a
favorite brand of the consumers.
Big
Idea
CORE INGREDIENTS OF BRAND LOVE
Brand
Love
Passion

Marketing Process
Think
Plan
Decide
Results
Execute

Develop INNOVATION PLAN that
uses a stage-gate process to drive
new ideas, concepts, testing,
launches through the system.
Build brand experience by
Influencing the CULTURE by
creating a BRAND CREDO that
frames the purpose, values and
sets up the service behaviors.
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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.&&&
COMMUNICATIONS BRIEF helps
focus decisions on CREATIVE and
MEDIA focus on build a brand story
that establishes a unique own-able
positioning that moves consumer to
think, feel and act.
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Focus your MARKETING EXECUTION to create a bond with
consumers to drive growth for your brand.
Influencing the PURCHASE
MOMENT with channels,
merchandising and
e-commerce
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
Own-able
Motivating
High
High
Low
Low
Use the BIG IDEA MAP to lay out the brand
promise, story, innovation, purchase moment
and experience for the brand.
Promise Experience
Purchase Moment
InnovationStory
Big
Idea
BrandConsumer
Align execution to CONSUMER
BUYING SYSTEM to focus on
moving consumers from
awareness to purchase to
repeat and to loyalty.

Get better Media Plans
The role of media in changing consumer behavior in
a way that drives the brand’s bond, power and profit.
How to strategically leverage your Media Investment
to help build a stronger, more powerful Brand
Using traditional media options to drive your brand
Using on-line media options to drive your brand
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The ROLE OF MEDIA
in changing consumer behavior in a way that
drives the brand’s bond, power and profit.

We make brands better.
We make brand leaders better.
The role of BRAND is to create a BIG IDEA that is
UNIQUE, OWN-ABLE and MOTIVATING, which can
transform the brand’s internally-driven BRAND DNA into
an externally-driven REPUTATION, helping to connect
quickly and last in the minds and hearts of the
CONSUMER, while generating a tight BOND, POWER and
PROFIT beyond what the product alone could achieve.

Marketing Execution
As brand leaders, we don’t really do anything at all.
In fact, everything we execute is through either external or
internal creative people. Marketing Execution includes paid
advertising, social media, search media, home page, event
marketing, public relations, package design, in-store signage and
displays, promotions, professional marketing and B2B marketing.
We can see a difference between those who are good at
Marketing Execution and those who are not. Simply put, the good
ones consistently get good Marketing into the market, and they
consistently keep bad marketing out of the market.
Those good at Marketing Execution have creative leadership,
communicate their expectations and desires, stay strategic at
every turn, use their instincts and have strong decision making
skills. They also sell it into their company every time.

MARKETERS must think of MEDIA as a BUSINESS
INVESTMENT that connects your BRAND with
CONSUMERS at the point they are most willing to
ENGAGE in your BRAND STORY, helping get
consumers to THINK, FEEL or ACT differently enough
to provide higher SALES, SHARE and PROFITS,
beyond what the media investment costs the brand.

Media Planners should be less concerned
where the media is going, and more
concerned where their consumer is right now.

“Half the money I spend
on advertising is wasted.
The trouble is I don’t
know which half.” 
John Wanamaker

We have some long term thoughts on where the brand can go
(vision) and and an inspiration that keeps us going (purpose).
Those thoughts help shape the things we want to achieve
(goals) with our brand. To get started, there are things that are
getting in the way (key issues) of us achieving our goals. The
brand has various options for how to get there. We apply our
resources (budget/people) against the best options.
We try to focus on a slice of the population (target), gets them to
take an action (desired response) to make the brand bigger/
better/stronger (strategic result). The brief lays out what to say
(main message), how to talk to them to trigger that action (tone)
and re-enforces why we can do it and others can’t. (positioning)
We then create the most motivating stimulus (product, ad,
promotion, experience) to get them to take action and put it in
part of their life where they are most likely to hear it and act on it.
(medium/channel/service)
Describing the entire planning process sounds pretty simple.
Yet, how come it’s so difficult to write a good plan?
Brand Plan
Positioning
Execution

Vision/Purpose
Positioning
Big Idea
Brand Concept
Objectives/Strategies/Tactics
Advertising Strategy
Creative Brief
Creative Expectations
Advertising Big Idea
Script
Tone/Feel
Production
Execution
Planning
(Brand Plan)
Communicating
(Briefing)
Execution
(Aligning w/strategy)
Market Feedback
(Brand Review)
Managing the entire process leverages planning, briefing
and the final executions

It is one thing to come up with strategy, but another to
consistently stay on strategy through execution
As you move from planning to execution, there are 3 key media check ins:
1. At the strategy level, work with media guidelines to pick a lead media based on what
you need to accomplish with the media.
2. Agency should be present Big Ideas, across a media range including 30-second TV,
simple billboard and long print, to see how it could work almost every medium—TV,
theatre, OOH, magazine, print, on-line, digital, viral, search, social, in-store.
3. Final media decisions should get made as you see the application of the creative within
each media choice.
Media Range
Final Media Decisions
Media Guidelines

It’s always hard to decide
what to pick first, the
media or the creative.
On your next creative process, ask for 30 second TV,
long copy print and billboard versions of each idea.

How brand leaders should manage the MARKETING EXECUTION
PROCESS at every stage
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
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Brand Leaders need to weave Media Choices throughout the
creative advertising 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
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Media decisions should flow throughout the
Creative process—so that you’re not too stiff
on options, nor off strategy with a wacky idea
Media Range
Final Media Decisions
Media GuidelinesA
B
C

Ideas
Advertising, PR, In Store
Simple 3-step process to build an Executional Plan before the Brand
Plan is fully baked.
Step One
Brand Team briefs all agencies
at the same time, outlining
brand strategies in the plan.
Step Two
Each agency presents their
ideas separately. Brand Team
gives direction to each agency
and tries to piece the tactics
together.
Tactical Plan
Advertising, PR, In Store
Step Three
Agencies work together to align,
build on, enhance and narrow tactics
down and present a consolidated
plan.
Brand Plan
Vision, Mission Strategy
Give Agencies 2-3 weeks to
come back with their ideas.
Bit of a buffet.
All Agencies work together
over 2-3 weeks to create a
complete cohesive plan.
With so many agencies, each working on
their own, aligning everyone becomes the
hardest task to staying on strategy

Long Copy
Print
On your next creative process, ask for 30/60 second video,
long copy print and billboard versions of each idea.
When you ask for:
Billboard
• TV (15s, 30s, 60s)
• Movie Theatre Ads
30/60 second
video
Can be re-purposed to fit these media options
• Newspaper/magazine
• Social Media content
• Outdoor Billboard
• Digital Billboard
Seeing how each creative idea plays out in the 3 core media options
allows you to see which media might fit best for that creative idea.
• Viral Video
• Website video
• Website information
• PR/website, brochure
• In-store display sign
• Magazine back cover

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How to strategically leverage your
Media Investment to help build a
stronger, more powerful Brand

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How to strategically leverage your
MEDIA INVESTMENT
to help build a stronger, more powerful Brand

• 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
Not
Not
A good target not only
decides who is in your target
but who is not in your target.
Not
Not
Everything starts with a focused customer target

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.

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.

The change in the consumer should drive your Media Planning
more than the change in media
1. Consumers see more brand messages than their brains can handle.
2. Consumers are constantly multi-tasking—driving, walking, talking.
3. Consumers are tired of being burned by faulty brand promises.
4. Consumers now take control and action over the buying process.
5. Consumers connect with brands they believe in.
6. Consumers reward amazing experiences over products alone.
7. Consumers explore rationally, but stay emotionally.
Stop fitting consumers into your new media activities.
Lead with consumer and fit media to their life.
The most loved brands are driven by big ideas, focus and passion.
The smartest brands are managed with sound fundamentals.

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.

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

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.

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

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
Master Brand
Anthemic Campaign
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

Awareness by itself should
never the end goal of media
In a crowded media world, an Ad that is seen but with little engagement
is wasted investment. Media must balance efficiency and effectiveness
with impact to create a change in the consumers’ behavior—to get them
to think, feel or act differently than before the brand engaged with them.

Media decisions should focus on
where your consumer is, not
where the media is.
Everything should start and end with the consumer in mind

Where you are on the Brand Love Curve focuses your brand on what
strategy to guide your next move.
LIKE IT
BELOVED
INDIFFERENT
LOVE IT
Establish your
brand in the
consumer’s mind
Separate your brand
from the pack to
create a following
Continue magic and
get loyalists to
speak on your behalf
Tug at heartstrings to
tighten bond with
your most loyal

Establish your brand
in the consumer’s
mind
Separate your brand
from the pack to
create a following
Tug at heartstrings to
tighten bond with
your most loyal
Continue magic and
get loyalists to
speak on your behalf
1. Mind Shift: drive
new position or re-
enforce current
2. Mind Share: more
attention than
competitors
3. New News: launch
something new.
4. Turnaround: focus
energy on gaps,
leaks
5. Drive Penetration:
new consumers
6. Drive Usage: get
consumers to use
more/ differently
7. Consolidation: get
consumers to use for
everything
8. Cross Sell: get
current customers to
try other products
9. Experience: shift
from product to
experience
10. Maintain: re-
enforce Brand
equities.
11. Deeper love:
consolidation or
broader usage
12. New Reasons to
Love: target most
loyal user.
13. Magic: continue
surprising and
delighting loyalists.
14. Leverage Power:
drive value from
source of power.
15. Attack yourself:
continue to improve
16. Use loyalists: to
inﬂuence others.
INDIFFERENT LIKE IT LOVE IT BELOVED
Use the Brand Love Curve to focus your strategy

The Head The Feet The Heart The Soul
Indifferent Like It Love It BelovedWhere
are you
now?
Where
should
you
focus?
The Brand Love Curve should also focus your team’s
marketing execution
Get Consumers to
THINK differently
about your brand
Drive ACTION to
get consumers to
buy and create a
following.
Get Current Loyal
users to connect
emotionally and
LOVE you more
Get those who love
the brand to FEEL a
part of the Brand

Consider
Aware
Fan
Loyal
Repeat
Satisﬁed
Buy
Search
Awareness Ads
Invest in mass media to
establish position in
consumer’s mind
PR/Content/SEO
Use information to teach
those seeking to learn more
pre decisions
Retail/Home Page
Close the deal during
purchase moment,
separate brand from
competition.
Post Purchase Help
Create experience to re-enforce
promise, after sales help for new
users to get the most from the brand.
Indifferent
Like ItLove It
Beloved
Love those who
love you most
Surprise & delight rewards
to drive ritual among your
most loyal users
Use emotions to
build frequency
Using reasons for usage
to turn into routine.
Leverage emotional bond
Drive repeat
Turn trial into an experience,
reward happy customers,
emotionally re-enforce reasons
purchase makes sense
Outspoken Army
Create club, leverage loyalists
to inﬂuence friends, especially
through social media
Use media choices to move consumers to think, feel or do as they
move along consumer buying system
Consumer

Think of your media options through the eyes of your consumer
Consumer
I want to
escape
I want to
connect with
others
I want to be
smarter
I want to
express
myself
I want to
buy things
I want to go
somewhere
I want to
do things
I want to
stay aware

Matching the consumer media needs up to their emotional state
I want to
escape
I want to
connect with
others
I want to be
smarter
I want to
express
myself
I want to
buy things
I want to go
somewhere
I want to
do things
I want to
stay aware
Consumer
I want
knowledge
I feel
optimistic
I want
control
I am
comfortable
I want to
be myself
I want to
feel liked
I want to
feel free
I like being
noticed

How the social media line up to deliver the consumer needs
I want to
escape
I want to
connect with
others
I want to be
smarter
I want to
express
myself
I want to
buy things
I want to go
somewhere
I want to
do things
I want to
stay aware
Consumer

Marketing to the “many moments of me” during the day.
Match up your media choice to the moment in your consumer’s day where they are most likely to engage
“You are where you are at”
The consumer’s mindset changes during
the course of the day, based on where they
are or what they are doing. Their mindset
also changes during the course of the
week, as they are in a different mood on a
Monday vs. Thursday, or vs. Saturday.
7am
9am
Noon
9pm
7pm
11pm
3pm
5pm

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
To ensure consistency in the MARKETING execution, every program
should line up underneath the brand’s BIG IDEA

Big
Idea
Company
In a B2B environment, building everything under your brand’s
BIG IDEA makes your message more powerfully connected.
Customer
Social MediaHome Page Earned MediaSearchSales story Sales Material Trade Show
Make
company
newsworthy
to influence
customers
Enlist lovers
as advocates
to influence
others.
Tell company
story in an
own-able,
breakthrough,
moving way.
Bring
company to
life to replicate
ideal brand
experience
Manage
customer
through entire
purchase cycle.
Help
customers
make smarter,
informed
decisions.
Knowledge,
influence to
close the sale
of products/
services.

Big
Idea
Company
The INTERNAL MESSAGING aligns all employees to deliver the BIG
IDEA to ensure the BRAND CULTURE meets the customer’s needs.
Experience
Delivery
Problem
Solvers
Customer
Service
Top-to-top
servicing
Sales Team
Back room
team
ShippingR&D
Brand
Communication
Everyone that works for the brand should understand the Big Idea and
their role is in delivering that idea to consumers and customers.
Consumer

New school media planning allows brand leaders to use their most
loyal fans to influence their network
Instead of
YELLING at all
consumers,
brands should
WHISPER to
your most loyal
brand fans,
hoping they
WHISPER to all
their friends.
Aware
Loyal
Aware
Purchase
Loyal
Purchase
Old School Marketing New School Marketing

Evolution of where consumers are with their use of media
Traditional Media: Prior to 2003
• Consumers relied on traditional
media sources: TV, radio,
Newspaper. Very linear media
planning.
• Embryonic Ineffective search, some
on-line specialty forums. No social
media. Badly designed simplistic
brand websites.
• AOL launched in mid 90s with
potential to dominate but could not
keep pace with growth and crashed.
• P&G announced they were devoting
1% of their media spend to the
internet. The world thought they
were either crazy or knew
something.
Traditional + Digital: 2003-2012
• After a decade on line, advertising
began catching up with digital ads,
websites, viral videos and growth
of internet search.
• Early social media with MySpace
for early adaptors, but exploded to
masses with Facebook, LinkedIn,
Twitter dominating.
• Media plans looked at digital as an
additive part. Brands struggled to
understand how to fit in with social
media.
• Early stages of E-commerce took
form, with Amazon moving from
infancy to potential global
dominance.
Ubiquitous Media 2012-
• Mainstream brands adopting
digital as a normal ad vehicle,
and trying to move to social
media.
• Just as brands gain comfort
with digital and social,
consumers shift to mobile.
Brands now struggling with
how to fit their brand
messages into a mobile world.

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.

How to judge the media options beyond efficiency
1. Efficiency of the Media Math
• Reach: number or percent of different homes or persons exposed at least once to an
advertising schedule over a specific period of time. Reach, then, excludes duplication..
• Frequency: number of times that the average household or person is exposed to the
schedule among those persons reached in the specific period of time.
2. Quality of Media
• Each medium may have a different measure of quality: Prime vs. Day Time, # of top
10s or top 20s, placement etc. Balance the efficiency against the quality. Depending
where you are on the Brand Love Curve might impact how much emphasis you place
on quality of media.
3. Media impact of the Media
• I’ve always tried to balance the efficiency and quality but then taking 10-20% of the
budget—depending on the strategy—push for high impact or high innovation media
that helps drive early attention for a campaign.
• In the new media world, you have to leverage social media conversations, leveraging
both the balance of traditional and digital media. Understand sequencing of media.
4. Fit with the consumer’s life
• Modern media options allow you to map out the entire consumer buying system to
manage the purchase moment of your consumer. Identify where to impact.

Brand Leaders need do their
strategic homework before
going to execution
Don’t use the execution process to find your positioning.

3
Using the
PURCHASED MEDIA
to drive your brand
Paid Media
Tell brand story
in own-able,
breakthrough,
moving way.

Strengths
• TV continues to be the most efficient media, with the highest reach and frequency opportunities. TV also gives the
quickest awareness—especially against a mass audience. With high efficiency, TV is also a good tool for continuity.
• TV has an opportunity to target specific broad consumer segments via specialty channels or selective “appointment” TV. TV
offers opportunities for integration into the programming with product placement and show sponsorship. Consumers
watching and on-line at the same time, gives advertisers options to capture consumers and move them on line for more
information. Viewership of sports is up dramatically, to a loyal fan base on a weekly basis or to reaching a broad audience
for big events (Super Bowl or Olympics)
• Creatively, because it has sight/sound/motion, TV is the easiest medium to get a complex idea to the consumer. TV has
high breakthrough, can easily demonstrate or explain and can demonstrate emotions better than other mediums.
Television
Weaknesses
• While TV is efficient, the high production costs make it cost prohibitive to smaller brands, a high cost of entry for
any brand and a high cost of continuity. For many clients, you have to watch the potential escalation of production
costs so that you can afford enough media to pay off the high fixed cost. As TV production is a complex, big project,
the decisions you make along the way need to be scrutinized carefully.
• Long lead times makes TV less flexible and less capable to react to changing market dynamics. The most efficient
TV schedules require long lead times (3-4 months ahead of time, depending on the market) and the average TV
production from briefing to on air is about 4-6 months, depending on the complexity of the task.
• TV has a lot of clutter, and people have a love/hate with TV ads. On-line pre-roll style TV ads (youTube) are hated by
most consumers.

In North America, TV has been going through a major change
with the best dramatic shows now on non-traditional TV stations
More passion than ever for TV dramas, just none of them are on the Big 4 stations.
Will they bounce back to compete or just become “fast food” type filler TV?

Strengths
• Drive time radio still fairly strong with commuting consumers fully captured and engaged.
• Can use specific radio formats (e.g. Country) for reaching specific consumer segments.
• Radio is an ideal call-to-action medium, ideal for retail promotions or impulse driven products.
• Radio has much shorter lead times than TV, shorter in purchasing spots and production times. Significantly lower
production costs help when you are a smaller budget brand or looking to support a promotion. With lower production
costs, if you have a lot of information, consider leveraging a 60-second radio spot.
Radio
Weaknesses
• Radio is a less Intrusive medium. People tend to have it on as a background medium (non-participatory) when they
are driving, or at home, or outside. Radio is a low involvement medium: yes the audience is captive, but are they
really listening?
• In many markets, radio is still bought on a local basis, making it less efficient. In some markets like the US or UK,
there is growing national radio network.
• Lack of good creative: With many clients using radio to support a promotion or very heavy on call-to-action style
messages, the creative in general lacks creativity. This can be a positive in that good radio can stand out.
• Significant growth of subscription commercial-free options (Sirius) podcasts and blue-tooth music options
means lower chances to reach consumers.

Strengths
• Newspapers still have good readership among the 55+ target markets and business leaders. Statistically, radio is
counter balanced against TV, good for reaching light TV viewers
• Newspapers are good for announcement or creating immediacy for action.
• Able to make short term buys (next day) with low cost production, short term buys (next day) make it a good fit for
retail or impulse purchases.
• Creatively, there is opportunity for long copy, useful for providing details of information. Traditionally, newspapers are
where people get their info, so consumers are more willing to digest long copy.
Newspaper
Weaknesses
• Newspapers have been the hardest hit by the internet as people get their news online. Circulation is way down,
across most markets. Engagement is also down, which impacts how much your ad will stand out. Traditional papers
have yet to find the winning online version. Consumers now use online “papers” such as Huffington post, social
media sites and news feeds to get their newspaper fix. Free transit papers also cutting into traditional newspaper
readership.
• Newspapers have a short issue/ad life—no one reads it twice. Especially compared to magazines. It is very
expensive to use Newspaper to maintain a continuity strategy, especially if you have to buy papers on a local level.
• Creatively, you will probably be disappointed in the bad production quality. Also, production can be inconsistent
for each newspaper.

Strengths
• Outdoor offers strong reach and frequency making it efficient for mass targets. Allows you to reach light TV
viewers and suburban consumers
• Creatively, there is room to have a big impact, with innovative visual options.
• With traditional signage you need to keep your brand message very simple.
• You can use Outdoor very tactically with select locations.
Outdoor
Weaknesses
• Creatively, there is limited copy scope. Keep it simple. If you look at many outdoor ads, you will find major flaws—too
much copy, too small of a tag line, confusing visuals. Always use the six second rule, because thats how much time
the consumer has to read your sign when they drive by it. Too much information makes it a mess and consumers might not
even want to look.
• Outdoor has relatively high production costs, having to pay for the printing and installation. The non-working dollars of
production cuts into the working media dollars.
• Outdoor has long lead times for space and production—especially at peak times of the year. (back-to-school, Christmas
or spring)

Strengths
• Three offerings: interior transit, exterior transit and bus shelter ads.
• Interior transit is a great vehicle for getting to a youthful or urban audience. Exterior transit reaches urban commuters
driving to work.
• Transit can have a high frequency exposure to a core target that is in a highly captive space.
• Creatively, there is room for a bit more fun, or text. Transit is an environment that allows more edgy creative.
• Bus shelter ads reach both transit users and drivers. For drivers, keep the message simple enough to read in a six
second drive by.
Transit
Weaknesses
• Urban environments are highly cluttered which can make the transit ads non-intrusive.
• Transit offers a limited national reach—mainly for large urban centers.
• Transit advertising can get expensive for material costs and production. Like outdoor, that means high NON-working
production dollars eat into the media investment.
• Make sure your execution is driven by your strategy. Don’t pick transit just because it’s a cool medium to play with. Many
times, the edgy environment is not an ideal fit for conservative brands.

Strengths
• Matching your brand to the ideal editorial environment delivers motivated audience. Consumers tend to fully
engages in the ads as much as the rest of the magazine.
• Magazines have strong reach, especially for women, and fairly inexpensive continuity because people keep
magazines around for weeks/months and will read them a few times.
• Magazine can also counter balance TV, as it delivers light TV viewers
• Like Newspaper, you can do long copy. Please watch out for how small the font is though, because it will end up
smaller in the production.
• Creatively,think about your magazine list, and how people read the magazine. See the ads in the context of the
magazine, so you can understand if there is enough to attract the consumer’s attention.
Magazine
Weaknesses
• While provides continuity, Magazine can be slower to build reach/frequency.
• I have a problem with where the creativity is going for magazines—90% of them feel like interesting photos taking
up most of the page, simple catchy headline and a pack-shot at the bottom right. It feels like the creativity of the
magazine ads of the 60s and 70s is replaced by a common format—and then everything is clutter.
• There is a long lead time for space, so you better plan ahead, especially for the monthlies, whose seasonality is
a little ahead.

Digital Display
Strengths
• Good for reaching the intended audience, mass or targeted. More opportunities to use rich media, showing a
video, and providing interactive links to your twitter feed.
• There is enough variety in the digital display ad units: banners, portraits, wall paper, filmstrips, push downs ,
side-kicks and the slider giving you more flexibility for good creative and there’s room to dial up the engagement
with consumers.
• Better targeting: Display advertisers use cookie and browser history to determine demographics and interests
of users and target appropriate ads to those browsers. Banner ads can be targeted to internet users in many
different ways including behavioral, demographic targeting, geographic targeting, and site based targeting.
Weaknesses
• Like Out of Home ads, many of these ads that sit at the top or sides of websites or social media sites getting
ignored by consumers because they are obviously ads. Small space display ads are like billboards—only enough
creative room for basic copy.
• Consumers are very personal about their computer. The more intrusive style ads tend to annoy consumers, so
they start off with a negative view of your brand. Too much interaction (drop boxes) slows down peoples interaction
online. If there is blatant advertising, consumers may ignore completely.
• A lot of poor creative executions that feel very gimmicky, cheap and tactical.

Purchase based media
Strengths
• Good for reaching the intended audience, mass or targeted. More opportunities to use rich media, showing a
video, and providing interactive links to your twitter feed.
• There is enough variety in the digital display ad units: banners, portraits, wall paper, filmstrips, push downs ,
side-kicks and the slider giving you more flexibility for good creative and there’s room to dial up the engagement
with consumers.
• Better targeting: Display advertisers use cookie and browser history to determine demographics and interests
of users and target appropriate ads to those browsers. Banner ads can be targeted to internet users in many
different ways including behavioral, demographic targeting, geographic targeting, and site based targeting.
Weaknesses
• Like Out of Home ads, many of these ads that sit at the top or sides of websites or social media sites getting
ignored by consumers because they are obviously ads. Small space display ads are like billboards—only enough
creative room for basic copy.
• Consumers are very personal about their computer. The more intrusive style ads tend to annoy consumers, so
they start off with a negative view of your brand. Too much interaction (drop boxes) slows down peoples interaction
online. If there is blatant advertising, consumers may ignore completely.
• A lot of poor creative executions that feel very gimmicky, cheap and tactical.

4
Using the
EARNED MEDIA
to drive your brand

Search
Strengths
• Captures consumers who are considering the brand and use search to get further information for the decision.
• Paid Search allows brands to work with the search engines to get priority placement. Efficient investment as you
pay per click or impression. The issue in a highly competitive category, the auctioning can drive up costs.
• Search Engine Optimization allows the alteration of content or addition of tags to help a website achieve better
natural positioning on the given search engines.
• Beloved Brands can help to by-pass search as consumers specifically type in the famous brand name.
Weaknesses
• SEO is only as good as the algorithms, which try to counter the search engines. Google always changing the way
their systems worked.
• Make sure that you have the right analytics in place so that you know if you’re being successful. Know who you
are getting: more consumers or the wrong consumers through SEO might not be the right goal—the right
consumers is the optimized approach.
• If a brand is found to be manipulating the Search Engine, they may be punished and moved down in the rankings.

Strengths
• PR is an under-utilized tool. If you can influence third parties to support your brand, it will carry a lot of weight
with consumers: 92% of people trust earned media, 70% trust online customer reviews, but only 58% trust info on
company's websites.
• Great tool for highlighting new product launches, potential solutions for growing problems that are in the news or
driving the importance of your brand through newsworthy stories.
• PR agencies can take the basics of your story and create more interest for it as a means of breaking through.
• Ensure experts (traditional reviewers and leading bloggers) are well-informed about the benefits of your brand
and counter any potential misconceptions.
• Loved brands are part of the news cycle—making it easier to break through with new news.
Public Relations
Weaknesses
• Many times, the brand gets lost in the PR story, especially for low interest categories or brands at the Indifferent
stage. Even as you try to influence the story, you can’t fully control the story.
• Need to ensure that your brand stories are interesting enough to break through with both reporters and readers.
Let your PR agency come up with creative ways they think they can break through.

Social Media
Strengths
• These sites give the consumer a sense of added power. Done right, it enables brands to connect very
intimately with their consumers. While Social Media re-iterates the brand strategy, it helps define the true
personality of the brand in a casual way.
• The biggest sites where the brand can directly project itself are Facebook, Twitter, Instagram, and Linked
In. Where the brand can only try to influence or manage others are Yelp, Trip Advisor and influential blogs.
• Well run social media campaigns tell stories, creates content that keeps the consumers engaged and they
can share with friends.
Weaknesses
• While social media is “free” it can be costly because of the time-commitment. Return on Effort is essential.
• You can’t play half way—consumers will expect you to have updates or engaging material or they’ll just de-
friend.
• Social Media is not for every brand. It has more success in the highly engaged brands. Many CPG brand
struggle to create enough interest to keep their consumers engaged.
• Maintain control over the social media or you could risk major mistakes that make the news. Write down the
rules for everyone to see.

Five media questions for the future 
1. Will people watch even more TV in the future?
• Sounds crazy, but with more tablets and instant internet access, expect a shift to watching
even more TV programming. How will advertising fit in new TV options?
2. How can brands capture millennials as they become adults?
• Constantly connected. Put their lives on-line. Expect Instant Access to everything. Multi-
tasking. Open to brands/advertising. Apps over software. E-Commerce.
3. Can newspapers or magazines even survive?
• Can they figure out the profit model between traditional and on-line versions. News now is
instant, ubiquitous and more casual/social. New revenue methods?
4. Are there too many social media options?
• Early Innovation in social media has led to divergence of options. Potential power plays
could see mergers where the strongest brands squeeze out other players. Signs that
Google is already pushing this.
5. Can brands figure out how to win in the new world?
• While traditional media has been funded and controlled by advertisers, new media is free,
unbridled and commercial free. Will require more creativity.

• Media is an investment that must pay back in health or wealth of the brand. Think
about return on effort and investment.
• Good media plans start with where your brand stands and where your consumer sits.
Where your brand stands on the Brand Love Curve frames the strategic options and
where the consumer is within the Buying System impacts the tactical choices. Also,
you need to understand where your brand is on the Importance vs. Involvement.
• Types of Media you need to focus on: paid, earned, social, search, purchase moment,
experience and home page.
• Media needs to be judged on efficiency, quality and impact.
• Understand the strengths and weakness of each media option, including traditional
and digital, to ensure you are able to make the right decisions with your media agency.
• Pick focused media choices. Fewer choices means you aren’t spreading your money
too far. You can’t be everywhere.
Summary of Learning on Media

We make brands stronger. We make brand leaders smarter.
Brand Management Training

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.
Do you want to make
your brand team smarter?

We will make your team of BRAND LEADERS smarter, so they produce
smarter work that drives stronger brand results.
Write smarter Brand Plans
Create winning Brand Positioning Statements
Write smarter Creative Briefs
Be smarter at Brand Analytics
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

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.
Turning focus into bigger gains for your business
Workshop 1:
Strategic Thinking

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
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60'
80'
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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

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?!

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((
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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?(
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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.&&&

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.
Evaluating, deciding and giving direction to agencies
Workshop 6:
Marketing Execution

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

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

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.

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.

“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

We work the way that best meets your needs
Team Building Off sites
Boardroom
via Skype
Small Group
Brand Leader Training
Large Group

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

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

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 visited his website,
beloved-brands.com with the desire to become smarter.
Graham Robertson at Beloved Brands
A NEW WAY to look at Brand Management

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

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

Media Planning Workshop

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