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Executive Coaching Program for Marketing Leaders

Beloved Brands Inc.
Beloved Brands Inc.
Beloved Brands Inc.Founder and CMO of Beloved Brands. We help brands find growth. We make brand leaders smarter. at Beloved Brands Inc.

Our Executive Coaching program provides hands on, intensive, one-on-one coaching on the core Marketing fundamentals 1. Strategic Thinking 2. Brand Positioning 3. Brand Plan 4. Marketing Execution 5. Brand Analytics 6. Personal Branding

Executive Coaching Program for Marketing Leaders

1 of 14
We make brands stronger. We make brand leaders smarter.
Executive Coaching Program
for Marketing Leaders
Strategic
Thinking
Inspiring
smart
execution
Brand Plans
Defining
your
Brand
We believe in a total Brand Management approach,
analyzing, thinking, defining, planning and executing
Analyzing
performance
Our Executive Coaching program provides
hands on, intensive, one-on-one coaching
on the core Marketing fundamentals
Strategic Thinking
Brand Positioning
Brand Plans
Marketing Execution
Brand Analytics
Personal Branding
1
2
4
5
3
6
Strategic Thinking is an essential foundation to help Brand Executives
ask big questions that challenge their teams & focus brand decisions.
• We teach Brand Executives to think strategically. We show them how to ask the right
questions before seeing solutions, how to map out a range of decision trees that
intersect and connect by imagining how events will play out.
• We take you through the 7 elements of good strategy: vision, opportunity, focus,
speed, early win, leverage and gateway. We use forced choice in each model to help
Marketers Executives make smart focused decisions.
• We teach the value of asking good questions, using four interruptive questions to
help frame your team’s brand strategy, looking at competitive position, brand’s core
strength, the connectivity with your consumer and internal situation your brand faces.
• We show how to build strategic statements that set up a smart strategic brand plan.
How to turn strategic
focus into bigger gains
for your business
Strategic Thinking
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 your mind 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.
Defining your brand, by
finding a unique, motivating
and own-able space
Brand Positioning
A good Brand Plan provides a road map for everyone in the organization
to follow: Sales, R&D, Agencies and future Marketers 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 you on how to write each component. We provide
a full mock brand plan, with a framework for you to use on your own brand.
• 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.
Creating a brand plan that
everyone who touches
the brand can follow
Writing Brand Plans
Ad

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Executive Coaching Program for Marketing Leaders

  • 1. We make brands stronger. We make brand leaders smarter. Executive Coaching Program for Marketing Leaders
  • 2. Strategic Thinking Inspiring smart execution Brand Plans Defining your Brand We believe in a total Brand Management approach, analyzing, thinking, defining, planning and executing Analyzing performance
  • 3. Our Executive Coaching program provides hands on, intensive, one-on-one coaching on the core Marketing fundamentals Strategic Thinking Brand Positioning Brand Plans Marketing Execution Brand Analytics Personal Branding 1 2 4 5 3 6
  • 4. Strategic Thinking is an essential foundation to help Brand Executives ask big questions that challenge their teams & focus brand decisions. • We teach Brand Executives to think strategically. We show them how to ask the right questions before seeing solutions, how to map out a range of decision trees that intersect and connect by imagining how events will play out. • We take you through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We use forced choice in each model to help Marketers Executives make smart focused decisions. • We teach the value of asking good questions, using four interruptive questions to help frame your team’s brand strategy, looking at competitive position, brand’s core strength, the connectivity with your consumer and internal situation your brand faces. • We show how to build strategic statements that set up a smart strategic brand plan. How to turn strategic focus into bigger gains for your business Strategic Thinking
  • 5. 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 your mind 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. Defining your brand, by finding a unique, motivating and own-able space Brand Positioning
  • 6. A good Brand Plan provides a road map for everyone in the organization to follow: Sales, R&D, Agencies and future Marketers 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 you on how to write each component. We provide a full mock brand plan, with a framework for you to use on your own brand. • 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. Creating a brand plan that everyone who touches the brand can follow Writing Brand Plans
  • 7. Brand Leaders to judge and decide on execution options that break through to consumers and motivates them to take action. • We provide Brand Executives 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. Tools to help you assess, decide and provide feedback to Agencies Marketing Execution
  • 8. 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. Turning data into analytical story telling that sets up the strategic choices Brand Analytics
  • 9. We show how to build a Big Idea for your personal brand that you can stand behind as a Brand Leader • We start by looking at your core strength as a Marketing Leader and use a skills and behavior assessment to match your performance up to that strength. • We introduce a unique tool to build your personal 7 second pitch, helping to form your Big Idea that you can stand behind. We expand this to a 30-minute pitch that you can use to build your career around your Big Idea. • We show planning tools that you can use to build your own brand plan with a career vision, purpose, values, beliefs and motivation quotes. • We provide career advice tailored to the job situation the executive is facing. • We discuss key tools for communication including an internal credo document, the use of social media to express your views and building your executive profile statement. Helping Brand Leaders focus their Big Idea to their personal passions Personal Branding
  • 10. Graham is one of the voices of the modern Brand Leader. 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 client roster includes the NFL Players Association, Reebok. Acura, Shell, Jack Link’s, 3M, and Pfizer. Graham Robertson at Beloved Brands A NEW WAY to look at Brand Management
  • 11. Graham Robertson at Beloved Brands Significant career experience in Brand Management Education • MBA, Ivey School of Business, Western University, 1994 • Bachelor of Commerce, Carleton University, 1989 Work History • President, 2010- Present • Head of Advertising, 2009-10 • VP Marketing, 2005-08 • Group Brand Director, 1999-2005 • Senior Brand Manager, 1997-99 • Associate Brand Manager, 1994-96 • Coca-Cola, Summer Marketing Intern, 1993 • Marketing Training Program, 1989-92
  • 12. At Beloved Brands, we will make your brand stronger and your brand leaders smarter. We lead workshops to define your brand, helping you uncover a unique, own- able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth. Executive Coaching program designed to help Marketing Leaders get smarter, and then drive stronger brand performance on their brands. Executives can use their increased knowledge to help their own teams get smarter. 1 2 3 4 5
  • 13. We make brands stronger. We make brand leaders smarter. At Beloved Brands, we are guided by our belief that smarter Marketers will deliver incredible work that will make their brand stronger.
  • 14. We make brands stronger. We make brand leaders smarter. We would love the opportunity to help you unleash your full potential as a Marketing Executive Graham Robertson • 416 885 3911 • graham@beloved-brands.com