The document outlines a strategy for enhancing brand strength and leadership through detailed assessments and coaching. It emphasizes the importance of identifying brand positioning, understanding market dynamics, and leveraging consumer insights to develop a comprehensive brand plan. The ultimate goal is to transform internal brand perceptions into a strong external reputation, driving consumer connection and growth.

1. We make brands stronger.
We make brand leaders smarter.
As a brand coach, we will help you
realize your brand’s full growth potential
How we can make your brand stronger

2. We make brands stronger.
We make brand leaders smarter.
We make brands stronger.
We make brand leaders smarter.
As a brand coach, we will challenge you to think
differently about your brand’s future, to help you
realize your brand’s full growth potential.
TM

3. We make brands stronger.
We make brand leaders smarter.
Consumer have changed dramatically, impacting what
it takes for brands to win. Have you changed enough?

4. We make brands stronger.
We make brand leaders smarter.
Define
the
Brand
Think
Strategically
Big
Idea
At Beloved Brands, we use a branding approach
Vision Analysis
Key Issues
Strategies
Execution
• Advertising
• In-Store
• Innovation
• Consumers
• Category
• Channels
• Competitors
• Brand
Values, Goals
• Experience
Brand Plan
Create Brand Plans
Inspire
creative
execution
Analyze
performance
Sm
art
Creative
Ideas

5. We make brands stronger.
We make brand leaders smarter.
1
2
3
We will lead a 360 assessment of your brand, looking at the
marketplace, consumers, channels, competitors and the brand.
We will help you define your brand, with a simple, unique,
inspiring, motivating and own-able brand positioning statement.
We will help create a big idea that will transform your internal
brand soul into a winning external brand reputation.
We will help you build a strategic brand plan that everyone who
works behind the scenes of the brand can follow
We will coach your team on marketing execution, helping to
tighten the bond with your consumers and drive brand growth
We will build a custom brand management training program, to
unleash the full potential of your Marketing team.
4
5
6
As a brand coach, we will help you realize
your brand’s full growth potential

6. We make brands stronger.
We make brand leaders smarter.
We will lead a 360 brand assessment of your brand, looking at
the marketplace, consumers, channels, competitors and brand
Deep Dive
Review
Macro view of marketplace
looking at economic,
consumer, technology, trends.
Define consumer target,
looking at beliefs, buying habits,
growth trends and key insights.
2
5
1
3
4
Understand brand performance and
reputation. Use brand funnel, tracking
results, pricing analysis, distribution
gaps and financial results.
Look at channel
performance,
customer
strategies,
distribution gaps,
merchandising
performance.
Dissect closest competitors by looking
at performance, positioning, innovation,
pricing, distribution and reputationSummarize the analysis into drivers and
inhibitors currently facing brand as well as
threats and opportunities for the future.
Drivers Inhibitors
Factors of strength or
inertia that accelerate
your brand’s growth.
Weaknesses or
friction slows brand
down, leak to fixi
Opportunities Threats
Changing consumer
needs, technologies,
channels, legal,
Competitor launch,
trade barriers,
customer preference.
6
Look at macro subsegments or formats
• Some different types of
macro views you want to
look at includes
performance of size,
format or benefit
segments. Look at the
channel performance at
the category level. You
can also look at macro
competitive market share
trends.
• With each chart, you are
looking for a break in the
data to tell a story on the
category.
0"
10"
20"
30"
40"
50"
60"
XL" Large"size" Mid"Size" Travel"size" Overall"
2012"
2013"
2014"
2015"
Healthy(
Whitening(
Freshening(
Repair(
0"
20"
40"
60"
80"
100"
120"
140"
Grocery" Drug" Mass" Club" Overall"
2012"
2013"
2014"
2015"
Size Formats Benefit Segment
Where sold Allergy Category $ Share
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
P
E
D
ec
29
01
P
E
F
eb
23
02
P
E
A
pr20
02
P
E
June
15
02
P
E
A
ug
10
02
P
E
O
ct05
02
P
E
N
ov
30
02
Jan
25
2003
M
ar22
2003
M
ay
17
2003
July
12
2003
S
ept06
2003
N
ov
01
2003
D
ec
27
2003
Feb
21
2004
A
pr17
2004
June
12
2004
A
ug
07
2004
O
ct02
2004
N
ov
27
2004
Jan
22
2005
M
ar20
2005
M
ay
14
205
Jul9
2005
S
ep
3
2005
O
ct29
2005
Reactine Benadryl Claritin Aerius Allegra Chlor-Tripolon C/L
Competitive Market Share
Category
Analysis
The Brand Funnel
Awareness
Familiar
Consider
Purchase
Repeat
Loyal
Unknown
Indifferent
Love It
Like It
Beloved
The Brand Love Curve
0
15
30
45
60
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Gray's Dad's Sue's Devonshire
Competitive market share performance
Customer scorecards
Customer A Scores
Overall Sales Dollars 39
Share of Category 11%
% dollar change +19.1%
Your Brand Share 33%
% change +3.3 points
Share Index 105
Your brand’s avg Price $6.33
% change +3.3%
Price Index 125
Share of Co-Op Ads 33%
% change +18%
Co Op Index 143
Share of Merch 25%
% change -2%
March Index 111
Customer scorecards
Customer A Scores
Overall Sales Dollars 39
Share of Category 11%
% dollar change +19.1%
Your Brand Share 33%
% change +3.3 points
Share Index 105
Your brand’s avg Price $6.33
% change +3.3%
Price Index 125
Share of Co-Op Ads 33%
% change +18%
Co Op Index 143
Share of Merch 25%
% change -2%
March Index 111
and versus other periods.
Pricing Differences by Channel
First, look at the average price and change versus year
for each channel. Match up the data to what the sales
colleagues are saying about the different prices for each ch
Depending on channel/brand, you should be looking at
deal pricing, % on deal and coop ad points. Compare ea
the channels and compare to prior years.
Food Drug Mass Club
Avg Price $6.55 $6.47 $6.62 $6.54
% change vya -6.4% -2% +3.1% -1.9%
Avg Price on Deal 5.99 6.59 5.29 5.49
% change vya +8.3% -12.3% +1.7% +2.7%
% on deal 32% 22% 38% 20%
+/- vya +7 pts +1 pt +10 pts -2 pts
A
B
We make
We make brand
Distribution gap analysis
Tops Kroger CVS Club A&P Safeway 7-1
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
W
We ma
Distribution gap analysis
Tops Kroger CVS Club A&P Safewa
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
W
We mak
Draw conclusions. Compare how you're doing in each channel
and versus other periods.
We
We make
Pricing Differences by Channel
First, look at the average price and change versus year ago,
for each channel. Match up the data to what the sales
colleagues are saying about the different prices for each channel.
Depending on channel/brand, you should be looking at the
deal pricing, % on deal and coop ad points. Compare each of
the channels and compare to prior years.
Food Drug Mass Club
Avg Price $6.55 $6.47 $6.62 $6.54
% change vya -6.4% -2% +3.1% -1.9%
Avg Price on Deal 5.99 6.59 5.29 5.49
% change vya +8.3% -12.3% +1.7% +2.7%
% on deal 32% 22% 38% 20%
+/- vya +7 pts +1 pt +10 pts -2 pts
A
A
B
B
We make brands stron
We make brand leaders sma
Distribution gap analysis
Tops Kroger CVS Club A&P Safeway 7-11
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
We make b
We make brand l
Distribution gap analysis
Tops Kroger CVS Club A&P Safeway 7-11
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
Program tracking shows how well you are
doing behind key marketing activities
• Program tracking or testing results
can compare how well the program
has done against key measures.
• You will also be able to get scores
that match up to the brand funnel
such as Awareness (aided,
unaided), purchase scores (share
of last 5 purchases) and purchase
intention.
Tracking Results Gray’s Norm
Aided Recall 38 62
Unaided Recall 30 46
Brand Recognition 10 23
Brand Link .33 .50
Main Message 64 60
Uniqueness 38 22
Purchase Intent 10 9
Ad Tracking
Brand
Analysis

7. We make brands stronger.
We make brand leaders smarter.
Define a focused consumer
target profile with insights,
enemies and buying patterns.
Use our
Benefits
Ladder to
move from
features to
rational and
emotional
benefits
We will help you define your brand, with a simple, unique,
motivating and own-able brand positioning statement.
2
5
1
Use our benefit cheat sheets to
understand the Functional and
Emotional benefits you can own.
3Benefits Ladder
4
Determine
your winning
zone, where
your brand is
better,
different or
cheaper.
Winning
positioning
statement that
is unique, own-
able motivating
to consumers
Brand
Positioning
Building a winning brand positioning statement
To
(Target)
• Healthy proactive preventers who want
to do more for their health, working
moms, who are 35-40 years old.
Gray’s is the
(Category)
• Tasty healthy cookie option
That is the
(Benefit)
• Guilt free cookie that tastes so good
that you can stay in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched the
leaders on taste, but only 100 calories
and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a desert were
able to lose 5-10 pounds.
1
2
3
4
Consumer Target
Product features
Functional benefits
Emotional benefits
Works
betterFunctional
Benefits
Simplify
Life
Make
Smarter
Make
Healthier
Saves
money
Helps
family
Sensory
Appeal
Stay
Connected Experience
Seek
knowledgeFunctional
Benefits
Stay in
control
Feel
myself
Feel
comfortable
Feel
optimistic
Feel
free
Get
noticed
Feel
liked

8. We make brands stronger.
We make brand leaders smarter.
Brand’s
Big Idea
We will help create a big idea that will transform your internal
brand soul into a winning external brand reputation.
The Big Idea helps
simplify the brand message
as an outward expression of
the inner Brand Soul
We make brands stro
We make brand leaders sm
Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Brand
Positioning
Advertising and
Communication
Product
Development
Selling and
Retail
Operations
and Culture
Consumer
The
Brand
Big
Idea
Drive consistency using the brand’s Big Idea to show
up the same way at all 5 consumer touch-points
Consumers have 7
seconds to connect
with a brand’s Big Idea
A brand finds its equilibrium when the Big
Idea impacts a brand reputation to
perfectly match up to the Brand Soul
Soul Reputation=
Based on their personal
experiences, consumers
form a reputation they
spread to others.
1
2
3
4
5
=Big Idea
Brand
Soul
Consumer

9. We make brands stronger.
We make brand leaders smarter.
2
4
31 Strategic questions to
help frame the key issues
5
We will help you build a strategic brand plan that everyone
who works behind the scenes of the brand can follow
Drivers and inhibitors currently facing
brand. Risks and opportunities for future.
Deep dive review looks at every
potential area of the brand
• Market: Macro view, economic indicators,
consumer behavior, technology, political
• Consumer: Target, buying habits, trends,
consumer enemies, key insights
• Channels: growth channels, major
customers, available tools and programs
• Competitors: Performance, positioning,
innovation, pricing, distribution, perceptions.
• Brand: Funnel, reputation, tracking results,
pricing, distribution, financial analysis.
Drivers Inhibitors
Factors of strength or
inertia that accelerate
your brand’s growth.
Weaknesses or
friction slows brand
down, leak to fixi
Opportunities Threats
Changing consumer
needs, technologies,
channels, legal,
Competitor launch,
trade barriers,
customer preference.
What is the core strength
your brand can win on?
How engaged are
consumers?
What is your current
competitive position?
How tightly connected is your
consumer to your brand?
What is the current business
situation your brand faces?
3
1
5
4
We make brands stronger.
We make brand leaders smarter.
1. Where could we be?
2. Where are we?
3. Why are we here?
4. How can we get there?
5. What do we need to do?
Before getting started on your Brand Plan, map out your
strategic thinking by asking 5 simple strategic questions
Vision/Purpose/Goals
Situation Analysis
Key Issues
Strategies
Execute & Measure
Questions to ask Planning elements
1
2
3
4
5 6
Use “where are we” questions to uncover
answers that frame the overall brand plan.
Lay out
elements of
the Brand
Plan, on one
page and in
a formal
presentation
Brand
Plan
2
The Annual “Brand Plan On a Page”
Analysis Issues and Strategies Executional Plans
P&L forecast
• Sales $30,385
• Gross Margin $17,148
• GM % 56%
• Marketing Budget $8,850
• Contribution Margin $6,949
• CM% 23%
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.
Threats
• 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 to convert loyal following.
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%,
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the
most loyal to ensure it stays steady.
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%. Focus
for sales is to close distribution gaps going
from 62% to 72%.
• Hold dollar share during competitive launches
and continue to grow 11% post launch gaining
up to 1.2% share. Target zero losses at shelf.
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.
Competitive Defense Plan
• Pre Launch sales blitz to shore up all
distribution gaps. At launch, heavy
merchandising, locking up key ad dates,
BOGO. TV, print, coupons, in-store sampling.
• Use sales story that any new “healthy” cookies
should displace under-performing and
declining unhealthy cookies.
Brand Vision: To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2020.
Forecast
Analysis
Brand Vision
Strategies
Execution
Key Issues
Goals
1
5
4
3
2
6
5

10. We make brands stronger.
We make brand leaders smarter.
We make brands stronger.
We make brand leaders smarter.
Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Brand
Positioning
Advertising and
Communication
Product
Development
Selling and
Retail
Operations
and Culture
Consumer
The
Brand
Innovation drives ideas, concepts,
testing, launches through system.Build culture to support
consumer experience
creating a brand credo
with purpose, values,
service behaviors.
2
4
3
1
CREATIVE(BRIEF((
1.""Why(Are(We(Adver3sing(
Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&&
2.#What’s(the(Consumer(Problem(We(are(Addressing(
I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer&
myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&"
3.((Who(are(you(talking(to?(
“Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to&
stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and&
escape&even&for&people&who&watch&what&they&eat.&&&&"
4.((Consumer(Insights(
L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But&
we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”&
L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to&
achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”&
5.(What(does(our(consumer(think(now?(
I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste&
that&good,&it’s&something&I&might&consider&as&a&snack.&&&
6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)(
We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&"
7.((What(should(we(tell(them?((S3mulus:((benefit)(
With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in&
control&of&your&health.&&
8.((Why(should(they(believe(us?(
In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and&
2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&&
9.((Brand(Posi3oning(Statement(
For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure#
so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a&
low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&
taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&
as&a&desert&were&able&to&lose&5lbs.&&&
10.((Tone(and(Manner(
Successful,&Mo>vated,&Reliable,&In&Control,&Natural.&
11.((Media(Op3ons(
Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry&
the&idea&into&digital,&social&media&and&a&microsite.&&&
12.((Mandatories(
The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole&
Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the&
12&week&study.&&&
Brief focuses creative &
media decisions on
positioning & strategy
5
Influence purchase moment
through channels, e-commerce,
selling and merchandising
At Beloved Brands, we promise to
make your brand stronger and your
brand leaders smarter.
We believe big ideas, focus and
passion matter, because the more
loved a brand is by consumers, the
more powerful and profitable that
brand will be.
We will challenge you to think
different, because the thinking that got
here may not get you to the next level.
Our Credo
Align execution to
focus on moving
consumers
through stages of
the buying system
Consumers connect with Big Idea
through 5 supporting touch-points
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware
6
We will coach your team on Marketing execution, helping to
tighten the bond with your consumers and drive brand growth
Marketing
Execution

11. We make brands stronger.
We make brand leaders smarter.
We will build a custom brand management training program,
to unleash the full potential of your Marketing team.
Training
Program
Strategic Thinking
Brand Positioning
Brand Plans
Creative Briefs
Brand Analytics and the Business Review
Marketing Execution
Creating a Beloved Brand
Consumer Centricity
Managing your Marketing Career
1
2
6
4
5
3
7
8
9
Menu of training programs

12. We make brands stronger.
We make brand leaders smarter.
Gyongyver Menesi-Bondar
Head of Marketing Strategy
Shell Asia Pacific
“Beloved Brands has helped us to accelerate
our journey towards building emotional
connection with our customers. The journey of
transformation from a traditional tactical driven
marketing approach to a Brand and Experience
Driven marketing approach is enormous and
requires changes at all levels of the
organization. Graham has been instrumental to
enable the change, building long lasting
marketing competencies of our teams. He
spent time with our diverse Asia teams he has
been one of us, understanding our business,
our challenges, and able to quickly connect
with relevant examples and stories.”
Our clients speak out on our behalf
Monique Gomel
VP Marketing
Earls Restaurants
“Beloved Brands has been a
tremendous asset to Earls.
Graham helped us to
uncover a new vision, big
idea for the Earls brand and
strategic business plan. We
were so pleased with the
results, we used Beloved
Brands to develop Earls’
cultural brand service values
which were rolled out to all
6000+ employees.”

13. We make brands stronger.
We make brand leaders smarter.
Davide Viola
VP Marketing
Melitta Coffee
“Graham delivers exactly on
his promise: He makes
brands and brand leaders
better. I have worked with
Graham twice now, and say
confidently his approach and
tools truly uncover what’s
holding back a brand. His
ability to connect complex
situations and drive the room
to focus, is exceptional.”
Our clients speak out on our behalf
Keith Gordon
President
NFL Players Inc
“I reached out to Beloved Brands while
searching for a strategic consultant to
assist in the transformation of our brand
and company culture. After just a few
short days of working with Graham, he
was able to quickly understand our
business model, as well as our unique
operating system and cultural challenges.
He's an incredible listener who has a
talent for quickly synthesizing information
and steering people towards finding their
own solutions and owning them as
opposed to just giving people answers.”

14. We make brands stronger.
We make brand leaders smarter.
Our clients speak out on our behalf
Doug Rozon
Director of Marketing
Henkel Sun Products
“Beloved Brands created and
delivered a custom training
program to meet the
developmental requirements of a
diverse team of Marketers.
Graham puts the training in
context of their own businesses,
resulting in real-time application
of the training modules. His
philosophies push strategic
thinking and get people to see
the “what if” questions before
jumping to solutions. Graham
challenges you to think different
making each Marketer better.”
Zhelyaz Koliovski
Marketing Director
Vinprom Pashtera, Bulgaria
“The most efficient investment was
having Graham’s train my team.
He managed to translate the
‘heavy marketing’ slang into down-
to-earth brand management
frameworks that are practical and
easy for everyone to understand.
Beloved brands covers it all
including analytics, key issues,
strategy and brand activation.
Every word will make you a better
brand leader.”

15. We make brands stronger.
We make brand leaders smarter.
Canada
Ghana Nigeria
Barbados
United Arab Emirates
China
Germany Thailand
USA
Philippines SingaporeIndonesia
Bulgaria
Malaysia
Oman
Australia
New Zealand
Pakistan
The markets we have served

16. We make brands stronger.
We make brand leaders smarter.
Graham spent 20 years in Brand Management leading some of the world’s most
beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising up to
VP Marketing. In his career, he has won numerous Advertising and Innovation awards.
Graham played a major role in helping Pfizer win Marketing Magazine’s
“Marketer of the Year” award.
Graham started Beloved Brands believing he could make brands stronger
and brand leaders smarter. Graham will challenge you and your team to think
differently and strategically. He leads workshops that will help define your
Brand Positioning Statement, create a Big Idea for your brand, and write
Brand Plans to motivate and focus everyone that works on the brand.
He will build Brand Management training programs that will help
unleash the full potential of your team, so your team can produce
exceptionally smart work that drives stronger brand results.
The Beloved Brands robust client roster has included the NFL
Players Association, Reebok. Acura, Shell, Jack Link’s, 3M,
Melitta, Capital One and Pfizer.
Graham Robertson at Beloved Brands
One of the voices of today’s Brand Leaders.

17. We make brands stronger.
We make brand leaders smarter.
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

18. We make brands stronger.
We make brand leaders smarter.
We are guided by our beliefs
At Beloved Brands, we promise to
make your brand stronger and your
brand leaders smarter.
We believe big ideas, focus and
passion matter, because the more
loved a brand is by consumers, the
more powerful and profitable that
brand will be.
We will challenge you to think
different, because the thinking that got
here may not get you to the next level.
Our Credo
• Driving more Brand Love will lead to
more power and profit for your brand.
• Smarter Brand Leaders will lead to
smarter decisions and stronger brands.
• Consumer have changed dramatically,
impacting what it takes for brands to
win. You need to change with them.

19. We make brands stronger.
We make brand leaders smarter.
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
Innovation
Story
Consumer
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
Brand
8 ways Marketers can drive more profits
The more loved a brand is by consumers,
the more powerful and profitable that brand will be.
Channels
Competitors
New Entries
Suppliers
Media
Influencers
Employees
Consumers
Brand
Power
Big
Idea

20. Investing in your people pays off with smarter strategies,
amazing execution and stronger brand results
We will unleash the full potential of your people so you will
see a direct impact on your brand’s growth trajectory.
We will train your marketing
team on the fundamentals of
brand management
• Address gap on brand analytics and strategic
thinking, to ensure you end up with smarter Brand
Plans and Creative Briefs.
• Improve judgment and decision-making to ensure
your Marketing execution pays back.
• We can see first hand the impact that training has
on your team’s skills, motivations and behaviors.
• Our workshop style training provides an
immediate impact on their day-to-day jobs.