This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. 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.
2. 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.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. 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.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, 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.
2. 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 team to make great work.
3. 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.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Developing strong brand strategies is hard, almost as hard as leading great workshops. Keeping people engaged and on task can be a challenge so I created this brainstorm worksheet for some of the workshops I've led. I have found it pretty helpful in guiding the conversation and making it more collaborative and interactive.
Thought I would share the love in case it proves useful to anyone else out there :)
Feel free to leave me comments or feedback on how to make it stronger or more effective.
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
The step-by-step process for how to define your B2B brand.
This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love.
https://beloved-brands.com/brand-positioning/
B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book.
To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
Learn finance 101 for marketers
My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market.
To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. 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.
2. 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.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. 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.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, 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.
2. 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 team to make great work.
3. 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.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
While different people will have different approaches to developing and managing brands, we believe there are some fundamental constructs and truths about brand strategy that need to be considered in any brand strategy process. We\'ve developed a short presentation on some of the fundamentals of brand strategy.
A brief look into brand identity and some of the models involved with its such as the brand identity prism. as well as examples of Nikes Identity prism and Jaguars identity prism.
A lot more info can be located on my website : https://digibowl.wordpress.com/2016/03/30/what-is-brand-identity-a-closer-look-at-the-brand-identity-prism/
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Developing strong brand strategies is hard, almost as hard as leading great workshops. Keeping people engaged and on task can be a challenge so I created this brainstorm worksheet for some of the workshops I've led. I have found it pretty helpful in guiding the conversation and making it more collaborative and interactive.
Thought I would share the love in case it proves useful to anyone else out there :)
Feel free to leave me comments or feedback on how to make it stronger or more effective.
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
The step-by-step process for how to define your B2B brand.
This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love.
https://beloved-brands.com/brand-positioning/
B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book.
To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
Learn finance 101 for marketers
My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market.
To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
Workshop on How to Think Strategically.
We teach brand leaders 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 them through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We look at strategy from a competitive position, consumer connectivity, core strength and situational
Smartin Up Your Personal Brand and Professional PresenceAngel Guerrero
All rights reserved. No part of this work may be reproduced or transmitted in any form or by any means, including informational storage and retrieval systems, without permission in writing from the copyright holder, except for brief quotations in a review.
Social Smarts for Successful Careers - A Personal Branding GuideKaplan
Your personal brand reaches beyond the workplace,
classroom, and home. It lives on the Internet for
millions of strangers to view. Do you own your online
name? Here are some key tips to help protect and
build your personal brand using social media.
Mẫu thiết kế Profile Công ty Thương mại Công Nghiệp Thủ ĐôSaoKim.com.vn
Mẫu thiết kế Profile Công ty Thương mại Công Nghiệp Thủ Đô do Sao Kim thực hiện. Profile dung lượng 36 trang với nội dung tiếng Việt
Nguồn: saokim.com.vn
Mẫu Thiết kế Brochure Thẩm mỹ viện Mắt NgọcSaoKim.com.vn
Mẫu Thiết kế Brochure Thẩm mỹ viện Mắt Ngọc do Sao Kim thực hiện với dung lượng 8 trang.
Xem ngay các dự án thiết kế brochure được nhiều khách hàng lựa chọn nhất: https://www.saokim.com.vn/dich-vu/tai-lieu-marketing/thiet-ke-brochure/
Liên hệ để được tư vấn thiết kế brochure trực tiếp ngay hôm nay: 0964.699.499 (Chuyên gia Nguyễn Tuấn Hùng)
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Christie communications ncn_building your brand for growth july 2013Mike Dovbish
NCN and NCN Communications Partner Christie Communications present a free educational interactive conference call to provide results-oriented, actionable tools to most effectively build your brand for growth. Join us for dynamic, innovative, proven insights to engage your ecosystem and maximize growth from industry veteran Gillian Christie, Founder & CEO of Christie Communications, who has built iconic brands in the natural products industry and beyond for more than 30 years.
This program is designed for industry leaders and high growth companies with the goal of introducing new communication tools that achieve sales results, reduce marketing results and deepen your engagement with consumers, investors, retailers, brokers, suppliers and more.
This presentation talks about how best we can brand Africa food and market it to attract international market.We need to see branding as an investment and also in food branding the consumer health should be your key focus. We are really what we eat.
Brand management with respective of CaburyPrateek Pawar
All of us are consumers. We consume things of daily use; we also consume and buy the products according to our needs, preferences and buying power. These can be consumable goods, durable goods, specialty goods or, industrial goods.
Pivoting your food or beverage brand's marketing planTyler Leahy
Food and beverage brands face an uphill battle coming out of the COVID-19 pandemic: get a better return out of marketing and brand-building efforts, with less of a marketing budget. What's your brand's new strategy? How will you set your spending priorities? Ditch your marketing plan. Focus on one primary target customer. Get more personal with a fresh approach to social media and influencer marketing.
2021 Marketing, Social Media, and Influencer Strategy for CPG Food and Bevera...Tyler Leahy
Going into 2021, food and beverage brands face a stark challenge: adjust your marketing plan and maximize limited resources, or fall behind the competition.
The good news: I’ve closely observed how brands are maximizing their resources during the COVID-19 pandemic.
With this guidance, your brand can set a new marketing plan with confidence, optimize its social media content strategy, and identify the right influencer partnerships.
Final presentation deck from the seminar on September 15, 2016:
• How to develop consistency between traditional “static” marketing programs and interactive social media channels
• How to build campaigns that differentiate your business in the minds’ of your current and future customers
• The importance of design and storytelling in your marketing
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
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.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
We will look at four levels of Marketing which are Assistant Brand Manager, Brand Manager, Marketing Director and VP/CMO. While we present in a linear way, I think learning is rather random. We gain confidence through our success but we learn from our failures. You must boldly look to make an impact and take chances. Put all your passion into your work. At every level you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs who are looking for a to-do list. Directors fail when they keep acting like Brand Managers by micro-managing and making every decision. And, VPs fail when they don’t know what to do. We all say we want to advance, but don’t think of it as just a title: think of it as a challenge to step back.
A.I. (artificial intelligence) platforms are popping up all the time, and many of them can and should be used to help grow your brand, increase your sales and decrease your marketing costs.In this presentation:We will review some of the best AI platforms that are available for you to use.We will interact with some of the platforms in real-time, so attendees can see how they work.We will also look at some current brands that are using AI to help them create marketing messages, saving them time and money in the process. Lastly, we will discuss the pros and cons of using AI in marketing & branding and have a lively conversation that includes comments from the audience.
Key Takeaways:
Attendees will learn about LLM platforms, like ChatGPT, and how they work, with preset examples and real time interactions with the platform. Attendees will learn about other AI platforms that are creating graphic design elements at the push of a button...pre-set examples and real-time interactions.Attendees will discuss the pros & cons of AI in marketing + branding and share their perspectives with one another. Attendees will learn about the cost savings and the time savings associated with using AI, should they choose to.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
The What, Why & How of 3D and AR in Digital CommercePushON Ltd
Vladimir Mulhem has over 20 years of experience in commercialising cutting edge creative technology across construction, marketing and retail.
Previously the founder and Tech and Innovation Director of Creative Content Works working with the likes of Next, John Lewis and JD Sport, he now helps retailers, brands and agencies solve challenges of applying the emerging technologies 3D, AR, VR and Gen AI to real-world problems.
In this webinar, Vladimir will be covering the following topics:
Applications of 3D and AR in Digital Commerce,
Benefits of 3D and AR,
Tools to create, manage and publish 3D and AR in Digital Commerce.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Monthly Social Media News Update May 2024Andy Lambert
TL;DR. These are the three themes that stood out to us over the course of last month.
1️⃣ Social media is becoming increasingly significant for brand discovery. Marketers are now understanding the impact of social and budgets are shifting accordingly.
2️⃣ Instagram’s new algorithm and latest guidance will help us maintain organic growth. Instagram continues to evolve, but Reels remains the most crucial tool for growth.
3️⃣ Collaboration will help us unlock growth. Who we work with will define how fast we grow. Meta continues to evolve their Creator Marketplace and now TikTok are beginning to push ‘collabs’ more too.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
When most people in the industry talk about online or digital reputation management, what they're really saying is Google search and PPC. And it's usually reactive, left dealing with the aftermath of negative information published somewhere online. That's outdated. It leaves executives, organizations and other high-profile individuals at a high risk of a digital reputation attack that spans channels and tactics. But the tools needed to safeguard against an attack are more cybersecurity-oriented than most marketing and communications professionals can manage. Business leaders Leaders grasp the importance; 83% of executives place reputation in their top five areas of risk, yet only 23% are confident in their ability to address it. To succeed in 2024 and beyond, you need to turn online reputation on its axis and think like an attacker.\
Key Takeaways:
- New framework for examining and safeguarding an online reputation
- Tools and techniques to keep you a step ahead
- Practical examples that demonstrate when to act, how to act and how to recover
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
Short video marketing has sweeped the nation and is the fastest way to build an online brand on social media in 2024. In this session you will learn:- What is short video marketing- Which platforms work best for your business- Content strategies that are on brand for your business- How to sell organically without paying for ads.
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
1. Workshop for Leaders to define the role of the culture and
organization in helping the brand deliver on their promise
Internal Branding
within your organization
2. Total Brand Management approach: analyzing,
thinking, defining, planning and executing
Process
Graphic
Brand Plan On a Page
Analysis Issues and Strategies Executional Plans
Drivers
• Taste drives a high conversion of Trial to
Purchase
• Strong Listings in Food Channels
• Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
Inhibitors
• Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak Advertising
• Low distribution at specialty stores. Poor
coverage.
• Low Purchase Frequency even among most
loyal.
Risks
• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weaken in-store
presence
• Legal Challenge to tastes claims
Opportunities
• R&D has 5 new flavors in development.
• Sales Broker create gains at Specialty Stores
Explore social media
Key Issues
1.What’s the priority choice for growth: find new
users or drive usage frequency among
loyalists?
2.Where should the investment/resources focus
and deployment be to drive our awareness
and share needs for Gray’s?
3.How will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco?
Strategies
1.Continue to attract new users to Gray’s
2.Focus investment on driving awareness and
trial with new consumers and building a
presence at retail.
3.Build defense plan against new entrants that
defends with consumers and at store level.
Goals
• Increase penetration from 10% to 12%, up
from 15% to 20% with the core target. Increase
awareness from 33% to 42%, specifically up
from 45% to 50% within the core target.
Advertising
• Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban
working women, 35-40.Main Message of “great
tasting cookie without the guilt, so you can stay
in control of your health”. Media includes 15
second TV, specialty health magazines, event
signage, digital and social media
Sampling
• Drive trial with In-store sampling at grocery,
Costco, health food stores and event sampling
at fitness, yoga, women’s networking, new
moms.
Distribution
• Support Q4 retail blitz with message focused
on holding shelf space during the competitive
launches. Q2 specialty blitz to grow distribution
at key specialty stores.
Innovation
• Launch two new flavours in Q4/15 & Q4/16.
Explore new diet claims, motivating and own-
able.
Brand Vision: To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie.
Think
Strategically
Inspire
smart
execution
Brand Plans
Define
your
Brand
Analyze
performance
Brand Plan On a Page
Analysis Issues and Strategies Executional Plans
Drivers
• Taste drives a high conversion of Trial to
Purchase
• Strong Listings in Food Channels
• Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
Inhibitors
• Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak Advertising
• Low distribution at specialty stores. Poor
coverage.
• Low Purchase Frequency even among most
loyal.
Risks
• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weaken in-store
presence
• Legal Challenge to tastes claims
Opportunities
• R&D has 5 new flavors in development.
• Sales Broker create gains at Specialty Stores
Explore social media
Key Issues
1.What’s the priority choice for growth: find new
users or drive usage frequency among
loyalists?
2.Where should the investment/resources focus
and deployment be to drive our awareness
and share needs for Gray’s?
3.How will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco?
Strategies
1.Continue to attract new users to Gray’s
2.Focus investment on driving awareness and
trial with new consumers and building a
presence at retail.
3.Build defense plan against new entrants that
defends with consumers and at store level.
Goals
• Increase penetration from 10% to 12%, up
from 15% to 20% with the core target. Increase
awareness from 33% to 42%, specifically up
from 45% to 50% within the core target.
Advertising
• Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban
working women, 35-40.Main Message of “great
tasting cookie without the guilt, so you can stay
in control of your health”. Media includes 15
second TV, specialty health magazines, event
signage, digital and social media
Sampling
• Drive trial with In-store sampling at grocery,
Costco, health food stores and event sampling
at fitness, yoga, women’s networking, new
moms.
Distribution
• Support Q4 retail blitz with message focused
on holding shelf space during the competitive
launches. Q2 specialty blitz to grow distribution
at key specialty stores.
Innovation
• Launch two new flavours in Q4/15 & Q4/16.
Explore new diet claims, motivating and own-
able.
Brand Vision: To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie.
3. The same thinking that goes into the
external Brand Communications to
consumers goes into the internal Brand
Communications to your employees
4.
5. We make brands better.
We make brand leaders better.
The role of a brand is to create a
bond with your consumers, that will
lead to a power and profit beyond
what the product alone could achieve.
6. The best brands of the previous
century were built through new
products, TV ads and a shopping cart.
The best brands of the modern world
are built on consumer experiences
backed by big ideas and great cultures.
7. We make brands stronger.
We make brand leaders smarter.
Vital elements to build a beloved brand
Passion matters.
Use passion in your
execution to become a
favorite brand of your
consumers. “I love it” is the
highest bar for great work.
Dare to be
different.
Brands need to
stand out as being
better, different or
cheaper. Or else,
they will not around
for very long.
Everything is about
the consumer.
Build everything you do around
your brand’s Big Idea.
The big idea is what consumers connects
with first, but the bond builds as each
touchpoint delivers that big idea
Breakthrough Focus.
Put your limited resources to
key breakthrough points that
help tighten the bond with
consumers, giving your brand
more power and profits.
1 2
3
Promise Experience
Purchase Moment
Innovation
Story
Consumer Brand
Big
Idea
4
5
Process
Graphic
What
consumers
want
What your
competitor
does best
What
your brand
does best
Winning
Zone
Risky
Zone
Dumb
Zone
Dumb
Zone
You need to know them
as well as you know
your brand. Know their
insights, enemies and
needs. Talk with
consumers about what
they get and how it
makes them feel.
8. We make brands stronger.
We make brand leaders smarter.
BIG IDEA simplifies
brand message with an
outward expression of
the Brands Soul or
Brand DNA
Big
Idea
As consumers
experience the
brand, they
either accept or
reject idea
Consumers who are
continually satisfied
become loyal and develop
a bond with brand
Big Idea transforms DNA into Reputation
Consumers only have
7 seconds to connect
with brand’s big idea
A brand finds equilibrium when the
Brand DNA, Big Idea and Reputation
are all the same.
DNA Reputation= Consumers transform
their Brand Love into a
reputation they spread
1
2
3
4
5
6
=Big Idea
Brand
DNA
Consumer
Process
Graphic
9. We make brands stronger.
We make brand leaders smarter.
Brand
DNA
Big
Idea
Think of the Brand DNA as your brand soul. It is why you get up in the morning
to do what you do. It includes your brand purpose, values, motivations and
beliefs. To keep things simple, we use the Big Idea to express the DNA to the
marketplace. The result of a consistent expression and management by
everyone who touches the brand, is to create a brand reputation in the
consumer’s mind that ends up being a perfect match for the DNA.
A brand finds equilibrium when the Brand DNA,
Big Idea and Reputation are all the same.
10. We make brands stronger.
We make brand leaders smarter.
Big Idea Blueprint
Focused point of difference that your
brand can win on, because it meets
consumer needs, while separating
your brand from competitors.
Products & ServicesConsumer Reputation
Desired outward reputation of the
brand, that attracts, excites,
engages and motivates consumers
to think, feel and purchase.
Brand Role
Internal rallying cry that reflects your
purpose, values, motivations helping
to inspire, challenge and guide the
culture, including everyone’s focus
and daily behaviors.
Internal Beacon
The link between consumer and brand,
reflecting the way we service, support
and enable our consumers to ensure they
make the most of our brand offering.
Big Idea has to
accurately express the
brand’s soul, so it is
simply understood,
engaging, own-able and
moves consumers to
purchase.
Set of emotional characteristics,
and personality traits that help
consumers connect passionately
and identify with the brand on a
deeper self-reflective level.
Brand Character
Internal ViewExternal View
The Bridge
11. We make brands stronger.
We make brand leaders smarter.
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 the
buying system
Build an experience
that consistently over-
deliver the promise
Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Positioning Advertising &
Communication
Product
Development
Selling &
Retail
Operations
& Culture
The Brand’s Big Idea organizes everything
around the 5 consumer touch-points
Consumer
The
Brand
12. We make brands stronger.
We make brand leaders smarter.
Consumer
Social Media Home PageEarned Media SearchPaid Media Retail 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
We normally assume the Big Idea only helps to
organize the media choices to reach the consumers
The
Brand
13. We make brands stronger.
We make brand leaders smarter.
Consumer
Big
Idea
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.
Customer
The
Brand
The Big Idea organizes the culture and internal messaging to
ensure team meets needs of both consumers and customers
14. Ideally, your most remote sales person,
your scientist working in the lab and
your customer service rep each describe
your brand using the same words.
And those are the same words that
consumers use to describe your brand.
15. We make brands stronger.
We make brand leaders smarter.
Customer
Big
Idea
External story
of the brand which creates
a position in the mind/heart
Internal story
of the brand which creates
the customer experience
Logo/Packaging
Sales Materials
Communications
Values/Culture
Innovation
Service
The external and
internal story are of
equal importance to the
experience you create.
16. We make brands stronger.
We make brand leaders smarter.
The team delivers the
brand story, innovation,
purchase moment and
consumer experience.
Everyone working on
the brand needs a
common understanding
of the brand.
7 second brand60 second brand
Organizational
support behind
brands can be
complex to manage.
Various departments
can have differing
motivations and
misaligned goals.
Organizations
need to break
down silos to
ensure groups
move in the
same direction. 30 minute brand
Lifetime
brandThe culture of the
organization delivers
the experience.
People are the face of
the brand, and the
source of creating
loyalty with
consumers
Brands need a
plan that gets
everyone on
the same page
The culture under the brand is
quickly becoming the face that
consumers connect with.
Brands need an
internal beacon to
rally the motivations
of their employees
Brands need to lay
out the detail so
everyone can know
the impact they have
12
3
4
The
Brand
Complex brand organizations affirm the need for a Big Idea, with
a rallying cry to the staff to inspire the delivery of the brand
17. We make brands stronger.
We make brand leaders smarter.
Brand
Story
Brand
Positioning
Strategic
Plan
Retail
Selling
Organization
Culture
Driving
Profits
Vision&
Purpose&
Goals&
Key&
Issues&
Strategies&
Tac7cs&
Calendar&
Budget&
Target&
Insights&
Consumer&
Enemy&
Features&
Ra7onal&
Benefits&
Emo7onal&
Benefits&
Statement&
Winning&
Concept&
Social&
Media&
Digital&
Look&and&
Feel&
Communica7ons&
Strategy&
Brief&
Crea7ve&
Idea&
Paid&
Media&
Earned&
Media&
Trends&
Direct&
Interac7on&
Voice&of&
Consumer&
Consumer&
Experience&
Consumer&
Insights&
Behaviors&
Talent&
Hiring&
Training&
Values&
Revenue&
CAGR&
P&L&Mgmt.&
COGS&
ROI&
Priori7es&
Investment&
Forecasts&
Share&
Data&
NPD&
Produc7on&
PorOolio&
Mgmt.&&
R&D&
Plan&
Brainstorm&
NPD&
Investment&
Launch&
Plan&
Customer&
Priori7za7on&
Key&Accounts&
Distribu7on&
In&store&&
Message&
In&store&
Experience&
Buyer&
Rela7ons&
Budget&
Home&&
Media&
Consumer
Focus
Program&
Tracking&
Pricing&&&
Promo7on& Customer&
Analy7cs&
Program&
Budgets&
Org&&
Structure&
Leadership&
Mo7va7on&
Brand&Story&
NPD&
Research&
Product
Innovation Diagnos7c&
Tracking&
Our&&
Consumers&
Service&
Systems&
Service&
Values&
Media&&
Customer&
Innova7on&
Claims&
The!
Big Idea!
The Big Idea organizes and drives every part of your organization
Big
Idea
18. What you need to align your organization to ensure everyone
is moving in the same direction to deliver the brand
Executive Management Execution
Strategy
Big Idea
Investment
Promise
Beliefs
Behaviors
Credo
Values
Sales
R&D
Operations
Marketing
Purpose
DNA
Goals
Vision Brand Story
Innovation
Purchase
Experience
ExecutionCultureInspiration Decisions Team
19. A Brand Strategy Roadmap aligns everyone on the same page
Promise: Experience:Innovation Purchase MomentStory:
Vision:
Purpose:
Values:
Strategies:
Tactics:
The Big Idea: Apple makes technology so SIMPLE that everyone can be part of the future
• Increase size options
• Improve tech experience
• Win on design
• Launch watch to catch up
to competitors
Regain leadership in
smart phone technology
Higher service to tighten
Apple community
Build community around
cloud technology
Geographic focus into
China
• Specific Chinese products
• Brand building program
• New retail space
• Build e-commerce China
program
• Integrate retail purchasing.
• Explore automated cars.
• Explore acquisition into
social media programs
• Take more services
online, face to face.
• Increase Apple U courses
• Increase retail footprint.
Apple wants everyone in the world to be part of the future.
At Apple, we want to make a dent in the universe by challenging the status quo and thinking differently.
We believe equally in art and technology.
Consumer first, simplicity and ease-of-use, stylish designs, fast-to-market, community.
Goals:
Issues:
Continue 10% sales growth, double market share in Asia, launch 5 new technologies per year.
1. How do we battle Samsung/Google in smart phones?
2. How do expand beyond our saturated North American market?
3. What technology platform will the next round of surprising innovation come from?
4. How do we strengthen and leverage our bond with our most loyal Apple users?
We make technology so
simple so that everyone
feels smarter
Technology should
not be frustrating. We
make it easy to do
more/get more.
Surprising leap-frog
technology around
simplicity
Allow consumers to
Try, touch, feel in a soft
sell retail store.
Launch hysteria.
Enable consumers
to get the most from
your Apple.
20. A brand needs an inspiring vision to
challenge and steer the organization.
A well-crafted vision should scare
you a little, but excite you a lot!
21. We make brands stronger.
We make brand leaders smarter.
Does a Vision statement pay off?
Companies that have Vision Statements have a better sense of where they are going.
And the proof is there that it pays off for companies with a Vision.
• Harvard Study that looked across 20 industries showed that that companies with
a Vision Statements saw four-times revenue and seven-times job creation. The
companies with a vision saw their stock price grow 12 times faster and their profit
750% higher.
• Newsweek looked at 1000 companies with Vision Statements had an average
return on stockholder equity of 16.1%, while firms without a vision statement had
only a 7.9% average return.
• “Built to Last” showed that for companies with Vision Statements, that a $1
investment in 1926 would have returned $6,350 compared to only a return of $950
for comparable companies without a Vision.
Brand
Vision
22. We make brands stronger.
We make brand leaders smarter.
How to build a vision statement
Vision is the end-in-mind achievement, when you will be fully satisfied
What do you want the brand to become? Challenge yourself to think 10 years out: if you became this one
thing, you would know that you are successful and completely satisfied. Ideally it is Qualitative (yet grounded
in something) and quantitative (measurable). It should be motivating and enticing to get people focused.
An inspiring vision should scare you a little, but excite you a lot.
Things that make a good vision:
1. Should last 5-10 years or more, helps paint a picture of where could we be?
2. Emotional and motivating for all employees and partners to understand and rally around.
3. Describe the dream you have, what you feel, hear, think, say and do
4. Said in plain words and may already be a common phrase within the company.
5. Balance between aspiration (stretch) and reality (achievement)
6. Describe the dream you have, what you feel, hear, think, say and do.
The watch outs for vision statements:
1. It is not a positioning statement
2. Make sure we haven’t achieved it already
3. Don’t put strategic statements. It is not the “how”.
4. Try to be single minded. Keep tightening it. Do not include everything!!!
Brand
Vision
23. We make brands stronger.
We make brand leaders smarter.
Princess
Margaret
Hospital
To conquer
cancer in
our lifetime.
Great examples of vision statements to inspire you
John F. Kennedy
"I believe that this nation
should commit itself to
achieving a goal, before this
decade is out, of landing a
man on the moon and
returning him safely to earth."
Lexmark Printers
Customers For Life. To
earn our customers’
loyalty, we must listen to
them, anticipate their
needs and act to create
value in their eyes.
Nike in the 1960s
Crush Adidas!!!
General Electric 1980s
Become #1 or #2 in
every market we serve
and revolutionize this
company to have the
strengths of a big
company combined with
the leanness and agility
of a small companyIkea
Create a better
everyday life for the
many people.
Facebook
Give people the power
to share and make the
world more open and
connected.
Facebook
Give people the
power to share and
make the world more
open and connected.
Volvo
Nobody should
die or be seriously
injured in a Volvo.
Ford in early 1900s
Democratize the
automobile
Honda
To be the company that
society wants to exist
Patagonia
Build the best product, cause
no unnecessary harm and use
business to inspire
Dove
Our vision is a world where beauty is
a source of confidence, not anxiety.
Brand
Vision
24. Where could we be?
Imagine that it is ten years from now. You wake up in the
most amazing mood because your business is the exact
position you hoped it would be.
What is it that would have you in such a great mood?
Write down the 2-3 most important things you want to
achieve, and begin brainstorming a vision for the future.
Begin thinking about the language that will inspire, lead
and steer your team towards that vision.
25. We make brands stronger.
We make brand leaders smarter.
What
How
Why
A well-defined purpose can help explain and
connect based on “why you do what you do”
The most successful brands start with a purpose driven vision (why) and
match the strategies (how) and the execution (what) to the purpose.
WHY do you exist?
Purpose or Cause?
At Apple, we believe in
challenging the status quo.
We believe in thinking
differently. We want to make a
dent in the universe.
HOW do you deliver
against the purpose?
To challenge the status quo,
we make sure our products are
beautifully designed, simple to
use and consumer friendly.
WHAT do you you do
to deliver the purpose?
We sell computers, cell
phones, tablets, watches that
highly designed, simple to use
and consumer friendly.
Purpose Driven Strategy
Brand
Purpose
26. Values:
What are the core beliefs of the brand that shape
the organization as to the standards, behaviors,
expectations? The brand has to be able to stand
up to and consistently deliver each value.
27. We make brands stronger.
We make brand leaders smarter.
Gray’s Electrical Inc. Values
Our customers
come first
We simplify
problems
We stay ahead of
technology
Our customers always come first. As true partners, we listen to their needs
and wants and we have a shared stake in making their business more valuable.
Our highly responsive attitude helps exceed our customer’s expectations.
We make technology easier more powerful. We deliver secure technology
solutions that helps to simplify complicated business problems for our
customers.
We are always on the lookout for the next game-changing technology. We
bring an innovative spirit to stay at the forefront of technology solutions that
have a positive impact our customer’s business.
Our people make
the difference
Collaborative
Teamwork
We achieve our success together as one RYCOM team. Through open
communication amongst our various teams, we are able to leverage everyone’s
contributions to deliver a superior level of service for our customers.
Our people make the difference. We bring our experience, creative problem
solving skills and vast understanding of the industry to resolve our customer’s
problems. We stand by what we say we will do.
28. We make brands stronger.
We make brand leaders smarter.
We believe that our first responsibility is to our customers, who use our GRAYS products and services to
make their businesses more valuable. We listen to the needs and wants of our customers, bringing a shared
stake in making their business more valuable. Our highly responsive attitude helps exceed our customer’s
expectations. We are also responsible to the customers of our customer, with GRAYS acting as the helping
hand to ensure they have an amazing personal experience without issue or complaint.
We are responsible to our GRAYS employees, knowing that our people make a difference with our
customers. We make sure the team feels challenged and rewarded, building on the strengths of the team.
We provide an open and honest environment that fosters a collaborative spirit and sense of team unity.
Through open communication amongst our various teams, we are able to leverage everyone’s contributions
to deliver a superior level of service for our customers. We achieve our success together as one GRAYS
team. We bring our experience, creative problem solving skills and vast understanding of the industry to
resolve our customer’s problems. We stand by what we say we will do.
We are all responsible to building a strong GRAYS for the future, to become the leader in the markets we
serve, with a strong reputation for providing technology solutions and a level of customer care that make our
customers more valuable. We are an organization of passionate people. Our personal motivation comes
from witnessing the success of our customers, as our smart, creative technology solutions allow them to
accomplish more than they ever thought possible. We are always on the lookout for the next game-changing
technology. We bring an innovative spirit to stay at the forefront of technology solutions that have a positive
impact our customer’s business.
Gray’s Electrical Inc. Credo
Translate values into a Credo document to guide the organization
29. We make brands stronger.
We make brand leaders smarter.
Example of Credo Documents
30. Starbucks builds everything around
the brand experience they create.
The organizational culture and brand have become
one. The brand’s big idea becomes the internal
beacon to create a culture and operation that builds
the experience that over-delivers the brand promise.
31. How to position your internal
culture building programs for
success within your organization
We will borrow from the classic Marketing processes to
ensure you are creating the best internal programs
32. Four elements of internal Brand Positioning Statement
To
(Target)
• Who is in the employee target? Which employees
will the most motivated to sign up for what you do?
You are offering
(Program)
• Where do you help? What is the frame of reference
that helps to define the space within the company that
you are playing in?
That is the
(Benefit)
• Where do you connect? What is the promise you will
make to the employee target, the main benefit
(rational/emotional) you are promising to deliver?
That’s because
(Support Points)
• Why should they believe us? What support points
help to back up the main benefit?
1
2
4
3
33. We make brands stronger.
We make brand leaders smarter.
The ideal space for your program is to match up what
employees want with what your program does best
What
employees
want
Benefits
of what
your program
offers
Match Up
the employee wants to
your program assets
Start with the employee and list out everything they want, then list out
what your program does best, so that you can find the ideal intersection.
You should build your program around that intersection.
34. We make brands stronger.
We make brand leaders smarter.
Thought starter questions to help you
to define the target employees
1. What is the description of our employee target?
2. What are their main needs?
3. Who is their enemy that torments them everyday?
4. What are the insights about the employees?
5. What do they thinking now?
6. How are they buying?
7. What do we want employees to see, think, do, feel?
Target
Employee
35. We make brands stronger.
We make brand leaders smarter.
Target
All Employees
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 employee target
Instead of figuring out who you want, focus on who wants you by
picking the target that is most motivated by what you do.
36. We make brands stronger.
We make brand leaders smarter.
Difference between “selling” and “marketing” target
All Employees: Reactively sign up those who
engage and show interest in your program,
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.
Program Target: Specific campaign target that
you hope to move to think, feel or do with your
specific marketing program. Knowing who
these employees are will allow you to speak
directly to their needs and with their voice.
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. You may end up watering down a program or making it so
broad that those most interested might not appreciate it
Target
Employee
37. We make brands stronger.
We make brand leaders smarter.
While products solve regular problems, the most beloved
brands beat down the enemies that torment us every day.
Starbucks
“Hectic Life”
Disney
“growing up”
Nike
“Losing”
Special K
“Jeans are
too tight”
Apple
“Frustration”
Staples
“Business is complicated”
FedEx
“Hate to wait” Facebook
“Fear of Losing
touch”
Volvo
“Other drivers”
38. We make brands stronger.
We make brand leaders smarter.
Employee Functional and Emotional Need States
Functional
Need States
Emotional
Need States
Makes you smarter
Works Better
Helps
your
family
Helps you be
healthier
Sensory
Appeal
Simplifies
your life
Saves you
money
Experience
Curious for
knowledge
Sense of
optimism
Stay in
control
Feel
comfortable
Feel
myself
Feel liked
Feel free
Get
noticed
Stay Connected
39. Employee Insights are little secrets hidden
beneath the surface, that explain the
underlying behaviors, motivations, pain
points and emotions of your employees.
The insights are what enable you to connect with your employees on a deeper
emotional level, showing your employee that “WE GET YOU” so that employees
will stop and listen to your program’s promise and engage in the details of your
program as they move towards deciding to sign up.
40. We make brands stronger.
We make brand leaders smarter.
What we read idea
submissions,
employee
performance
reviews,
applications,
exit interviews.
Observe employee reactions in
focus groups, 1 on 1 personal
discussions, or employee
engagements to add to insights.
Listen to Voice of
Employees (VOC)
what we hear from
department heads,
competitive
research. Look for
word choices.
Use our emotional
need state cheat
sheet to understand
potential emotional
insights.
Map out your
employee’s life and their
underlying behaviors,
motivations, pain points
and emotions. Draw
conclusions on how
their life impacts their
path to engagement with
the organization.
The 360 mining for employee insights
What we see
(observations)
Life Moments
(Day in the life)
What we sense
(Emotional Needs)
2
4
5
What we read
(Facts/Data)
What we hear
(Employee Voice)
31
Process
Graphic
41. We make brands stronger.
We make brand leaders smarter.
We recommend that employee insights should start with “I” to get you into the
employee’s shoes and then use quotes to ensure you are using their voice.
Good employee insights should get in the shoes of your
employee and use the employee’s voice
For a Gym: “I have tremendous will-power. I work out
3x a week, watch what I eat to maintain my figure.
When I go to the gym, I feel great about myself—well
balanced and fresh. I wish we had a gym at work.”
New Hires: “I want to feel part of a team, where I will
be challenged to perform, rewarded for my efforts and
feel appreciated for my contributions. I crave
meaningful work and be proud of where I work.”
For a Gym: Recent research shows 20% of
employees would use a gym 6.2x month and
half will be more likely to stay loyal to the
organization.
New Hires: In this role, you will be
responsible for managing staff, ensuring
operational excellence, and customer/
employee engagement, while working
towards continuous improvement in all areas.
Lousy, boring insights end up flat Good insights inspire connectivity
42. You will know you have a powerful EMPLOYEE
INSIGHT, when your employees stop and say
“I thought I was the only one who felt like that.”
43. We make brands stronger.
We make brand leaders smarter.
We summarize our great work into an Employee
Target Profile for “Employee Gym”
Target
Employees
Target Name Pro-Active Preventers
Target
Description
• Proactive Preventers, 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 • Make healthy choices, personal appearance, stress release, maintain weight.
Their enemy • Excuses, failure, not enough time to work out, expensive.
Insights that
tell their story
• “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure.
When I go to the gym, I feel great about myself—well balanced and fresh.”
• “We all have excuses of why we don’t go to the gym. Mine are real: No time. No money”
What do they
think now?
• I wish our company offered discounted gym memberships. It would really help to get out to
the gym and stay healthier. It would help me keep my balance in life.
How do they
use programs
now?
• I read the programs our company offered when I joined 5 years ago. However, I’m so busy
as a sales person, I never take the time to look up what HR is offering. Usually they don’t fit
with what I need.
We want them
to see, think,
do, feel, and
whisper
• See: Get noticed so employees are aware of the gym membership and details.
• Think: Gray’s free gym membership is a great reason to work here.
• Do: Sign up for the 1 year gym membership to get back to the gym.
• Feel: Feel more in control over their work life balance routines, feeling less guilt.
• Whisper: Tell other employees to join up on the free gym membership.
44. We make brands stronger.
We make brand leaders smarter.
Target and insights What do employees want?
Program features What does your program do?
Functional benefits What do employees get?
Emotional benefits How does that make them feel?
Employees
Define target, need
states, enemies
and insights.
Functional
In employees voice,
answer, “So, what
do I get?”
Employee Benefits Ladder
Features
Program-focused
strengths, claims,
differences or
unique offerings.
Emotional
Look at rational
benefit, asking,
“So how does that
make me feel?”
12
3
4
45. We make brands stronger.
We make brand leaders smarter.
Makes you
smarter
Works
Better
for you
Helps
your
family
Helps
you be
healthier
Faster
More
powerful
Safer
Lasts
Longer
Keeps you
organized
Saves
time
Social
Latest
Fashions
Latest
technology
Sounds
Taste
Smell
Sights
Education
Comfort
Life Stages
Mental
Health
Better Home Prevents
Weight/ExerciseLower
Risk
Track
Success
Resale
value
Invest for
future
Advice
Solutions Teaching
Helping hand
Sensory Appeal
Simplifies
your life
Stay
Connected
Hassle
Free
Functional benefits
Easier to
use
Touch/Feel
Good value
Quality
Reduces
Soothes
Cultural
How it is made
Saves
you
money
Experience
Variety
Personal
Service
In touch
Moments
Responsiveness
Memorable
Occasion
Rituals
Updates
Luxurious
Performance
IntegratedEfficient
Subconscious
Style
46. We make brands stronger.
We make brand leaders smarter.
Curious for knowledgeSense of
optimism
Stay in
control
Feel
comfortable
Feel
myself
Motivated
Special
Successful
Inspired
Interesting
Alive
Cool
Playful
Popular
Trendy
Like-able
Friendly Intimate
Happy
Easy-
going
Nurtured
Compassion
Down-to--earth
Relaxed
Honest
Family
Trust
Safe
Respect
Reliable
Informed
Wisdom Smarter
Competent
Feel liked
Feel
free
Get
noticed
Excited
Emotional benefits
Employees Values
47. We make brands stronger.
We make brand leaders smarter.
Functional
Emotional
Build your program around unique benefit clusters
Feel
optimistic
Motivated
Special Inspired
Interesting
Alive
Feel
free Excited
Curious for
knowledge
Stay in
controlTrust Respect
Reliable
Informed
Wisdom
Smarter
Simplifies
your life
Hassle
Free
Easier
to use
Integrated
Efficient
Sights
Sensory
Appeal
Touch/Feel
Experience
Personal Service
Responsiveness
Memorable
Subconscious
Makes you
smarter
Keeps you
organized
Saves
time
Latest
technology
Solutions
TeachingHelping
hand
Simplifies
your life
Stay
Connected
Easier to
use
In
touch
Integrated
Efficient
Style
Helps you be
healthier
Saves
time
PreventsWeight/Exercise
Track
Success
Simplifies
your life
Hassle
Free
Easier to
use
Good
value
ReducesSoothes
Saves you
money
Integrated
Sense of
optimism
Stay in control
Motivated
Successful
Inspired
TrustReliable
These clusters help you with the word choices that
might run throughout your communications
GRAY’S Inc.
New Gym
for employees
48. We make brands stronger.
We make brand leaders smarter.
Use the benefit clusters as the starting point to
brainstorm an Employee Benefits Ladder worksheet
Target: “Proactive Preventers”. Colleagues who want to do more for their health, and looking for an
opportunity to get out to the gym
Employee Enemy: Guilt, failure, not enough time to work out, temptation.
Employee Insights: 1) “I have tremendous will-power. I work out 3x a week, watch what I eat to
maintain my figure. When I go to the gym, i feel great about myself—well balanced and fresh.”
2) “We all have excuses of why we don’t go to the gym. Mine are real: No time. No money”
Emotional Benefits: 1) I feel in control of my health. 2) I feel more confident in my diet. 3) I feel
more optimistic about my health in the future 4) I feel comfortable with my appearance.
Functional Benefits: 1) I get a stay healthier, staying in shape and in control of your weight 2) I get
a fitness program that can help me succeed 3) I get a discount that will trigger me to join.
Features: 1) New gym with free weights and cardio machines 2) Save 25% off personal trainer or
fitness classes 3) Save 15% off home fitness equipment through Fitness Depot 4) Save 10% off all
massages at Hand and Stone spas.
GRAY’S Inc.
New Gym
for employees
49. We make brands stronger.
We make brand leaders smarter.
Stop telling employees what you will do and start telling
them what they get and how it will make them feel.
Features
What do you do?
Functional Benefits
What do I get?
Emotional Benefits
How do I feel?
Gray’s is the fastest
working headache
medication.
Gray’s helps you to get
on with your day.
With Gray’s, you can feel
optimistic that nothing will
get in your way today.
Gray’s Bank stays
open till 8pm.
Gray’s Bank works around
your life instead of you
working around our life.
With Gray’s Bank, you can be
comfortable you can get to
the bank when you need to.
Gray’s Inc. gives has a
new gym with free
weights and cardio
machines
Gray’s new gym in the
office helps employees
stay in shape while saving
on membership fees
Gray’s new Gym in the office
will inspire you to stay in
control of your health.
50. Sell the benefit,
not the features.
People don’t really want a
quarter-inch drill. They just want
a quarter-inch hole to hang up
beautiful memories of their life.
51. We make brands stronger.
We make brand leaders smarter.
A great articulation of the difference between functional
product features and emotional brand benefits.
52. We make brands stronger.
We make brand leaders smarter.
We narrow down the brainstorm list to
a winning brand positioning statement
To
(Target)
• Colleagues who want to do more for
their health, and looking for an
opportunity to get out to the gym
Gray’s is
offering
• New Gym in the office for all
employees
That
(Benefit)
• will kickstart your fitness regime and
inspire you to stay in control of your
health
That’s
because
(Support Points)
• We offer Free gym membership at all
Good Life fitness clubs or any
community membership
• We offer Save 25% off personal
trainer or fitness classes
1
2
3
4
GRAY’S Inc.
Free Gym
membership for
employees
53. We make brands stronger.
We make brand leaders smarter.
Inspire yourself to stay in shape
Sign up for Gray’s Fitness Membership
and find your way to stay healthy
• Do you feel guilty when you don’t have time to get
to the gym? Wouldn’t it be great if you could get a
jolt of optimism to beat down all your excuses?
• Gray’s Free Fitness Membership will kickstart
your fitness regime and inspire you to stay in
control of your health.
• We offer Free gym membership at all Good Life
fitness clubs or any community membership
• We offer Save 25% off personal trainer or fitness
classes
Main headline should capture
the Big Idea for your program
Use Support
visual to
summarize
concept
Enemy or
insights helps
connect quickly
with employees
Support points
with two reasons
to believe
Motivating call to action to prompt purchase intent
Main Benefit in a
promise statement
Using the work around Brand Positioning and the Big
Idea to generate winning Program Concept options
54. We make brands stronger.
We make brand leaders smarter.
Who is in the employee target?
(Who is the most motivated to buy what you do?)
What is the main benefit?
(What is your main benefit—the rational/emotional?)
Why should they believe us?
(Support points to back up what you say)
What is your organizing Big Idea?
(What is the Soul or DNA for the program?)
What do we need the communications to do?
(Strategic Choices)
What do want people to think, feel or do?
(Desired Response)
Where will you deliver the message?
(Media Plan)
1
7 questions of a Program Communications Strategy
2
3
4
5
6
7
From the
positioning work
you have done
Decisions on the
Program Plan
55. We make brands stronger.
We make brand leaders smarter.
When doing your strategy, you should think about the desired
response before planning what stimulus you will use.
Too many Leaders start with the stimulus and focus on what they want
to say. But, you should start with the desired response and then let that
guide what you are going to tell them.
Start with “what
do we want our
employees to see,
think, do, feel or
influence?”
Only after you know
what you expect from
employees can you
answer “What should
we tell them?”
Employees
1
2
56. We make brands stronger.
We make brand leaders smarter.
And the main brief should drive every
other brief within your brand, giving
you consistency from the core of the
Marketing Execution strategy.
A good brief should be…
BRIEF!
Who is in the employee target?
• Colleagues who want to do more for their health, and looking for an opportunity to get out to the gym
What is the main benefit?
• Free Gym Membership to help kickstart your fitness regime and inspire you to stay in control of your health
Why should they believe us?
• We offer Free gym membership at all Good Life fitness clubs or any community membership
• We offer Save 25% off personal trainer or fitness classes
What is your organizing Big Idea?
• Inspire yourself to stay in shape
What do we need the communications to do?
• Helping Gray’s colleagues maintain their work life balance
What do want people to think, feel or do?
• We want our colleagues to sign up for this incredible benefit
Where will you deliver the message?
• We will mention at the next Town-hall, use signs at HQ, landing page of employee website, and email.
The Program Communications Plan
57. We make brands stronger.
We make brand leaders smarter.
What is the current business situation your brand faces?
It’s crucial that you do a deep dive review to fully understand the business
situation your brand is facing so you can apply the right strategic plan to the
right situation. We look at four situations, whether that is continuing momentum,
facing a need for a turnaround or realignment. And finally, looking at the start up
situation that brands face. If you mis-diagnose your situation, you will fail.
Situational Strategy
58. We make brands stronger.
We make brand leaders smarter.
What is the current business SITUATION your brand faces?
1. Keep it going: Sales growth and profitability in good shape, team is aligned on
direction for the future. Underlying brand metrics and relationships beyond
organization are strong. Keep business going strong.
2. Fix It: Continuing decline in sales, being attacked by competitors or category
shrinking. Margin squeeze, either due to price/cost or the shrinking sales line. There
is a downward momentum over 2-3 years. Lack of alignment, internally or externally,
on future solutions. Need to get business back on track.
3. Re-Align: Circumstances on business have changed, driven through either external
market forces or internal dynamics to the point where there is now a lack of
alignment on the direction or next steps for the brand.
4. Start Up: Getting a new brand into he market, or launching a current brand into new
categories of innovation. Organization needs setting up (team, culture, structure,
values, behaviors) Need focused strategic Investment choices to get brand going.
59. We make brands stronger.
We make brand leaders smarter.
To determine where are we, you need to look at
health, as a signal to the future wealth of the Brand.
WEALTH measures what you can easily see. HEALTH are those
measures you can’t easily see. Looking deeper uncovers new questions.
Sales
Market
Share
ROI
Profit
Stock
Prices
Growth
Rate
Price
Premium
Share
Position
Brand Funnel
Competitive
Advantages
Voice of
Customer
Regulatory
Satisfaction
Scores
New
Products
Internal
Alignment
Market
Trends
Brand
Health
Brand
Wealth
60. We make brands stronger.
We make brand leaders smarter.
Fuel growth drivers, while resisting temptation
for wholesale change
1. Do not make quick changes: prior leader likely revered/
promoted, your team may not respond/may resist any need
for change.
2. You have to adjust to the culture and team: use the time
to learn the ways behind the success. Resist temptation to
change because it does not match to what you are used to.
Don’t make them adjust to you.
3. Leverage strong growth/profit to attack competitors:
Use your brand power options to your advantage to
accelerate the momentum.
4. Continue to fuel what’s working: Invest behind the drivers
of the business and make adjustments to market dynamics
5. Attack small weaknesses: Continuing momentum does not
mean be blind to your gaps. Now is a time to close them.
Keep it
going
61. We make brands stronger.
We make brand leaders smarter.
Change the business direction with new people,
new plan, new ideas, new attitude.
1. Right people in place: Before even creating the plan,
you need to get the right leadership talent in place.
Talent, motivation and alignment.
2. Look to close leaks on the Brand: Use brand funnel
to assess, using leaky bucket tool to close leaks.
3. Cut the fat, re-invest: go through every investment
decision, invest only in programs that give you an early
break through win.
4. 3-stage plan: In stage 1, find early/obvious win, halts
slide, helps motivation. In stage 2, invest behind new
positioning/new plan, focused decisions, take risks. In
stage 3, make adjustments to plan, build innovation
behind new ideas that fit plan.
5. Motivating a demotivated team: Losing can be
contagious to a culture/team. Recognize wins to fuel
performance driven culture.
Fix It
62. We make brands stronger.
We make brand leaders smarter.
1. Get everyone on the same page: deep dive analysis to
gain agreement on issues, create brand positioning,
develop plan everyone can follow and make investment
decisions based on fact/opportunity.
2. Alignment of the team: establish values and
benchmarks for behavior to achieve the results.
3. Return behind our strengths: look to past successful
strategies, positioning, and execution. Validate to see if
they still hold true.
4. A return to the fundamentals: make fundamentals a
key norm in the behavior of the team. Invest in training
to make sure talent has skills.
5. Smart decisions, smart execution: Instill focus into
decision-making. Simplify the execution, aligned to
strategy, zero waste.
Re-focus the team, by gaining alignment Brand
(positioning, plan) and Culture. (values, behaviors)
Re-Align
63. We make brands stronger.
We make brand leaders smarter.
1. Create a big Idea, instead of just a product: the first
mistake most start ups make is believing product alone is
good enough. Consumers connect with ideas more than
products—especially in a crowded market.
2. Build team: always crucial to build the right team based
on the right timing. Fit people to the strategy, not strategy
to the people.
3. Building capabilities: acquire skills, relationships,
capacity to fit the brand plan and execution.
4. Blowfish marketing: focused decisions make you look
bigger than you are. Resist temptation to do everything all
at once and focus on what is needed at the right timing.
5. Learn and adjust: new brands need to be constantly
maneuvering, without leaving their overall vision or
strategy.
Moving from blank slate to big idea, plan and
team. Focus! Focus! Focus!
Start up
64. We make brands stronger.
We make brand leaders smarter.
Focus on enhancing or
fixing area of your brand
Impacting the situation
with one of:
a c
Take one of EACH of a + b + c + d
b
Writing situational strategy statements
The enhancements should put the organization in a better position for the future
have a direct impact on one of 8 brand wealth driversd
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
8 ways Marketers can drive more profits
Price Cost Share Market
Deploying one of your key
resources against situation
Process
Graphic
Advertising
Media
Innovation
Positioning
Retail
Experience
Culture
Claims Financial
People
Time
Parnerships
Keep it
going
Start UpRe-align
Fix It
65. Personal Branding:
How to brand you as a leader in your
role to help to engage employees
7-second brand
66. We make brands stronger.
We make brand leaders smarter.
Building your 7-second brand pitch
7 second brand
How you define yourself, what primary benefit you provide
and what secondary benefit you provide
and the expected result
67. We make brands stronger.
We make brand leaders smarter.
As a brand leader with vast experience in CPG marketing, I have a tremendous passion for everything
Marketing. Experience in food, CPG, healthcare, moving up from Assistant Brand Manager up to VP Marketing.
Strong at Advertising, Innovation and brand planning. Proven track record of 20 years of driving growth while
moving up to VP marketing.
7 second brand
I have worked on brand turnarounds, always put on the most challenging brand assignments. I find growth
where others couldn’t. Known as turnaround expert, having led turnaround plans, led global launch, created
marketing program from scratch: positioning, advertising, package design, in-store program.
1. How you define yourself
2. What primary benefit you provide your employer/customer?
4. What is the expected result you deliver?
3. What secondary benefit you provide your employer/customer?
Led team into and through merger between J&J and Pfizer, with no departures of key team members. I create
motivated brand teams. Created a training program for the team on the fundamentals of marketing with a 100-
page book. Hands on coach, who gives honest feedback and uses teaching moments to make the team better.
Sales results always come first for me. Always proud in delivering great work to drive results. Led marketing
team at J&J share gains on 9 of 12 brands, sales growth on all 12. Developed new brand vision that guided the
brand to double digit annual growth for a decade.
Start by brainstorming ideas for each section. Then continue to narrow down
the list to what is most important to the reputation you wish to project.
4 questions to build your 7-second brand pitch
68. We make brands stronger.
We make brand leaders smarter.
As a brand leader, I find growth where others
couldn’t and I create motivated brand teams
that deliver great work to drive results.
Bringing the best of all 4 elements to
create your own Personal Brand
How to answer: “So tell me about yourself?”
7 second brand
Start by brainstorming ideas for each section. Then continue to narrow down the list
to what is most important to the reputation you wish to project.
69. We make brands stronger.
We make brand leaders smarter.
As a brand leader, I find growth where others couldn’t,
I create motivated brand team
that delivers great work to drive results.
Led global launch of Listerine
Pocketpaks with Canada as lead
market. Created marketing
program from scratch:
positioning, advertising, package
design, in-store program.
Known as
turnaround expert,
having led
turnaround plans
on Zyrtec, Nicoderm
& Purell.
History of success
in finding high
performance
advertising that
drives growth.
Led marketing team at J&J share
gains on 9 of 12 brands, sales
growth on all 12.
Proven track
record of 20 years
of driving growth
while moving up
to VP marketing.
Hands on coach, who gives
honest feedback and uses
teaching moments to make
the team better.
Led team into and
through merger between
J&J and Pfizer, with no
departures of key team
members.
Reputation for making my
team better, with a motivating
& challenging style that gets
the best from people.
Created a training
program for the team
on the fundamentals of
marketing with a 100
page book
Developed new Listerine brand vision that
guided the brand to double digit annual
growth for a decade.
You can then expand the 7-second pitch to
create your 30-minute brand pitch
30 minute brand
70. We make brands stronger. We make brand leaders smarter.
Brand Management Training Program
71. We can build a Brand Management Training Program,
to unleash the full potential of your Marketing team.
Strategic Thinking
Creating a Beloved Brand
Consumer Centricity
Brand Positioning
Brand Plans
Creative Briefs
Brand Analytics and the business review
Marketing Execution
Strategic Media Plans
Winning the Purchase Moment
1
2
6
4
5
3
7
8
9
10
Our menu of programs
72. We believe that Strategic Thinking is an essential foundation, to help
Marketers ask big questions that challenge and focus brand decisions.
• We teach brand leaders 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 them 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 the Marketers
make focused decisions.
• We teach the value of asking good questions, using four interruptive questions to
help frame your brand’s strategy, looking at your competitive position, your brand’s
core strength, the connectivity with your consumer and the 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
Training Workshop 1
Strategic Thinking
73. Why does Brand Love Matter? We believe that the more loved a brand is
by consumers, the more powerful and profitable that brand will be.
• We challenge Marketers to find brand love through the three core ingredients:
creating a Big Idea to rally around, strategically focusing all your resources and
instilling passion in the work to exceed the consumer’s expectations:
1. Build an organizing Big Idea that connects consumers at every touchpoint forming a tight
bond, reflecting the inner DNA of your brand and desired external reputation.
2. Need strategic focus of your limited resources to breakthrough points, moving
consumers along the brand love curve towards your vision.
3. Put all your passion into the execution creates breakthrough ideas that surprise and
exceed consumer expectations, becoming a favorite brand of the consumers.
The more loved a brand,
the more powerful and
profitable that brand will be
Training Workshop 2
Creating Brand Love
74. Marketers have to find the most motivated consumer who wants to buy
what you do. You have to matter the most to those who care the most.
• We challenge you to listen to your consumers, get in their shoes to understand their
mindset and speak in their voice as you represent them to your brand. Instead of
asking which consumers you want, ask which consumers want you.
• We build a consumer profile that looks at segmentation, need states, pain points,
consumer insights and desired consumer response. We outline the difference
between “selling” and “marketing” target. to ensure Marketers focus on those
consumers who provide the full impact of your effort.
• We go into depth on the 360 degree gathering of consumer insights. We teach that
insights should start with “I” to get you into the consumer’s shoes and then use
quotes to ensure you are using their voice.
Everything you do must
start and end with the
consumer in mind.
Training Workshop 3
Consumer Centricity
75. 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.
Defining your brand, by
finding a unique, motivating
and own-able space
Training Workshop 4
Brand Positioning
76. 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 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.
Creating a brand plan that
everyone who touches
the brand can follow
Training Workshop 5
Writing Brand Plans
77. 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 home work on the
brand needed to set up the transformation into a succinct 1-page Creative Brief that
will focus, inspire and challenge a creative 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.
Focusing the strategy and
positioning into an
execution ready document
Training Workshop 6
Writing Creative Briefs
78. 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
Training Workshop 7
Brand Analytics
79. 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.
Tools to help you assess,
decide and provide
feedback to Agencies
Training Workshop 8
Marketing Execution
80. We look at media as an investment and as a brand growth strategy,
exploring various media options—both traditional and on-line.
• We provide Brand Leaders with new ways to think about media to be able to drive
long term growth and profits for your brand. We bring a more consumer centric
approach to media, aligning the media choices to where your consumer will be
most likely to engage with your brand message.
• Media must change the consumer’s behavior so they think, feel or act in a way
that tightens the brand’s bond with consumers and gives the brand to have more
power and profit. We show where media fits into creative process.
• We look at all the types of Media through the lens of the Brand Leader, with
advice on how to use traditional media options, such as TV, radio, newspaper,
out-of-home and Modern media options such as digital, social and search.
Evaluating media based on
impact, efficiency and
connectivity with consumers
Training Workshop 9
Media Planning
81. 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.
• We also talk about how to manage your in-store agency so that you can get the best
available execution from them.
Managing the consumer
path towards the
purchase moment
Training Workshop 10
Customer Marketing
82. Brand Boot Camp
We have created two separate 3-day
training programs for brand leaders.
Strategy Boot Camp
• Training sessions include strategic
thinking, brand analytics, writing
brand plans and brand positioning
statements
Execution Boot Camp
• Training sessions include brand
positioning & concepts, writing
creative briefs, judging marketing
execution and media planning
83. 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
84. 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, 2009- Present
• 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
85. 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 performance on their brands. Executives can use their
increased knowledge to help their own teams get smarter.
1
2
3
4
5
86. 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.
88. We believe that investing in your people will pay off
with smarter work and stronger brand performance
Unleash the full potential of your people and you will
see a direct impact on your brand’s growth trajectory.
We help Marketers embrace the
fundamentals of brand management.
• There is a talent gap around brand analytics and
strategic thinking that shows up in poorly-constructed
Brand Plans and Creative Briefs.
• Marketing execution is lacking the sound judgment
and decision-making to ensure that it pays off.
• Marketers are motivated when organizations invest in
their development. We can see first hand the impact
that training has on their skills and behaviors.
• Our workshop style training allow your team to use the
tools on the brand they are working on, providing an
immediate impact on their day-to-day jobs.
89. LOVE IT
INDIFFERENT
BELOVED
LIKE IT
1 Consumers move along Brand Love
Curve tightening their bond with brands
2 Consumers connect with Big Idea
through 5 supporting touch-points
3 The tight consumer bond creates
brand power with key stakeholders
4 The brand power drives profit through
price, cost, share, market size
Promise Experience
Purchase Moment
Innovation
Story
Media
Competitors
New Entrants
Employees
Consumer
Power
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
Brand
Big
Idea
Channels
Consumers
Influencers Suppliers
The 8 ways Marketers can drive more profits
Price Cost Share Market
We believe the more loved a brand is by consumers,
the more powerful and profitable that brand will be.
90. Do you want to get smarter
about Marketing?
Visit beloved-brands.com
Over 4 million views from Marketers getting smarter
91. We make brands stronger.
We make brand leaders smarter.
We would love the opportunity
to help you unleash the full
potential of your brand and your
team of brand leaders.
Graham Robertson • 416 885 3911 • graham@beloved-brands.com