The document details a comprehensive training program designed to enhance the skills of brand leaders in strategic thinking, brand positioning, and marketing execution. It outlines various workshops that teach techniques for analyzing brand performance, creating effective brand plans, and inspiring creative execution to strengthen brand strategies and consumer connections. The program aims to empower marketing teams to unleash their full potential and drive stronger brand results.

1. We make brands stronger.
We make brand leaders smarter.
How we make brand leaders smarter
Brand training program to help brand
leaders reach their full potential

2. How good are your people
on your Marketing team?
Better people on your team will pay off with smarter
brand strategies and amazing marketing execution
that leads to stronger brand results.

3. 1. Digs deep into data, draws comparisons and builds a story toward the business conclusion
2. Able to lead a best-in-class 360-degree deep-dive business review for the brand
3. Understands all sources of brand data—share, brand funnel, consumption, financials
4. Writes analytical performance reports that outlines the strategic implications
5. Thinks strategically, by asking the right interruptive questions before reaching for solutions
6. 360-degree strategic thinking: core strength, consumers, competitors, situation, engagement
7. Able to lead a well-thought strategic discussion across the organization
8. Makes smart strategic decisions based on vision, focus, opportunity, early win and leverage
9. Defines ideal consumer target, framed with need states, insights and enemies
10.Consumer centric approach to turn brand features into functional and emotional benefits
11. Finds winning brand positioning space that is own-able and motivates consumers
12.Develops a big idea for brand that can lead every consumer touchpoint
13.Leads all elements of a smart brand plan; vision, purpose, goals, issues, strategies, tactics.
14.Turns strategic thinking into smart strategic objective statements for the brand plan
15.Strong in presenting brand plans to senior management and across organization
16.Develops smart execution plans that delivers against the brand strategies
17.Writes strategic, focused and thorough creative briefs to inspire great work from experts
18.Can lead all marketing projects on brand communication, innovation, selling or experience
19.Able to inspire greatness from teams of experts at agencies or throughout organization
20.Makes smart marketing execution decisions that tightens bond with consumers
Define
the Brand
Think
Strategically
Create
Brand Plans
Inspire
creative
execution
Analyze
performance
Use our skills assessment tool to evaluate your
Marketing people on the 20 ‘must have’ skills

4. Marketing Skill Element 1 2 3 4 5 Comments
1. Able to analyze and draw conclusions
2. Leads a deep-dive business review
3. Understands all data sources
4. Writes analytical reports
5. Uses strategic questions for thinking
6. 360-degree strategic thinking
7. Leads strategic discussions
8. Makes smart strategic decisions
9. Defines target consumer
10. Turn features into consumer benefits
11. Finds winning brand Positioning statement
12. Generates the Big Idea for brand
13. Leads all elements of Brand Plan
14. Writes smart strategic objective statements
15. Effective plans presentation to management
16. Aligned marketing execution plans
17. Writes focused and inspired creative briefs
18. Leads all marketing execution projects
19. Inspire greatness from experts
20. Smart strategic decisions on execution
Skills assessment scorecard to evaluate your team
Assessment scoring for your team
90%: Exceptional team delivering for the brand
80%: Strong Team, but may have one major gap area
70%: Performance gaps holding team and brand back
60%: Team not trained to deliver on your expectations
Below 60%: Team is holding the brand performance back
Scoring for each element
5: Exceptional
4: Very strong
3: Solid
2: Below expectation
1: Unable to perform

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

6. Strategic Thinking is an essential foundation for Brand Leaders, so they
ask big questions that challenge and focus their decisions.
• We teach Brand Leaders how to think strategically, to ask the right questions before
reaching for solutions, mapping out a range of decision trees that intersect and
connect by imagining how events will play out.
• We take Brand Leaders through the 8 elements of good strategy: vision, opportunity,
focus, speed, early win, leverage and gateway. We introduce a forced choice to help
Marketers make focused decisions.
• We teach the value of asking good questions, using five interruptive questions to
help frame your brand’s strategy. This helps to look at the brand’s core strength,
consumer involvement, competitive position, the brand’s connectivity with the
consumers and the internal situation the brand faces.
• We show how to build strategic statements to set up a smart strategic brand plan.
Training Workshop 1
Strategic Thinking

7. Training Workshop 2
Brand Positioning
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.

8. A good Brand Plan helps make decisions to deploy the resources and
provides a road map for everyone who works on the brand
• We demonstrate how to write each component of the Brand Plan, looking at brand
vision, purpose, values, goals, key Issues, strategies and tactics. We provide
definitions and examples to inspire Marketers on how to write each component. We
provide a full mock brand plan, with a framework for you to use on your own brand.
• We offer a workshop that allows Marketers to try out the concept on their own brand
with hands on coaching with feedback to challenge them. At each step, we provide
the ideal format presentation to management. We offer unique formats for a Plan on
a Page and long-range Strategic Road Maps.
• We show how to build Marketing Execution plans as part of the overall brand plan,
looking at a Brand Communications Plan, Innovation Plan, In-store plan and
Experiential plan. This gives the strategic direction to everyone in the organization.
Training Workshop 3
Brand Plans

9. Training Workshop 4
Creative Briefs
The Creative Brief frames the strategy and positioning so your Agency
can creatively express the brand promise through communication.
• Marketing Execution must impact the brand’s consumers in a way that puts your
brand in a stronger business position. The Creative Brief is the bridge between the
brand strategy and the execution.
• Through our Brand Positioning workshop, you will have all the homework on the
brand needed to set up the transformation into a succinct 1-page Creative Brief that
will focus, inspire and challenge a creative 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.

10. Training Workshop 5
Marketing Execution
We show Brand Leaders how 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.

11. Training Workshop 6
Brand Analytics
We show how to build a deep-dive business review on the brand, looking
at the category, consumers, competitors, channels and brand.
• We start with the smart analytical principles that will challenge your thinking and help
you gain more support by telling analytical stories through data.
• We teach you the steps to complete a deep-dive Business Review that will help assess
the health and wealth of the brand, looking at the category, consumer, competitors,
channels and brand. We show key formulas you need to know for financial analysis.
• We teach how to turn your analysis into a presentation for management, showing the
ideal presentation slide format. We provide a full mock business review, with a
framework and examples of every type of analysis, for you to use on your own brand.
• We show you how to turn your analytical thinking into making projections by
extrapolating data into the future.

12. Training Workshop 7
Generating Brand Love
Why does Brand Love Matter? We believe the more loved a brand is by
your consumers, the more powerful and profitable that brand will be.
• We challenge Brand Leaders to find brand love through the by creating a Big Idea to
rally around, strategically focusing all their resources and instilling passion in the work
to exceed the consumer’s expectations:
1. Build an organizing Big Idea that connects consumers at every touchpoint,
tightening the bond, reflecting the inner Brand Soul and desired external
reputation.
2. Need strategic focus in deploying the brand’s limited resources to breakthrough
points, moving consumers along the brand love curve to enable your brand vision.
3. Put all your passion into the execution creates breakthrough ideas that surprise
and exceed consumer expectations, becoming a favorite brand of the consumers.

13. Training Workshop 8
Consumer Connectivity
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.

14. Training Workshop 9
Marketing Careers
Workshop for Brand Leaders to help explore your strengths in
marketing and how that can shape what you do next.
• We lay out the skills, experiences and behaviors that you should be trying to build
upon. We go through the four levels of the Marketing Career, looking at Assistant
Brand Manager, Brand Manager, Marketing Director and the VP level.
• We go through the 4 potential career streams, building around your personal
strength: strategy, people leadership, creativity or business management.
• We provide a full evaluation and line those up to creating your personal brand. We
go through each level of the marketing function.
• We show how to build your own personal Brand, so that you can reach your full
potential.

15. 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

16. 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
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.”

17. We make brands stronger.
We make brand leaders smarter.
Feyi Olubodun
VP Planning,
Grey Advertising, Nigeria
“Beloved Brands’ knowledge base is
vast and practical. They helped me
upgrade my strategy team significantly,
from strategic thinking to creative briefs
to overall brand management.”
Lana Jensen
Marketing Manager
3M Canada
“Graham provided expert advice and
reliable suggestions during coaching
sessions to build brand performance
with my team. His knowledgable
experience was extremely valuable.”
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.”

18. 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

19. 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.

20. 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

21. We make brands stronger.
We make brand leaders smarter.
We make brands stronger.
We make brand leaders smarter.
We lead a 360 assessment of your business, looking at the
marketplace, consumers, channels, competitors and the brand.
We help you define your brand, with a simple, unique, inspiring,
motivating and own-able Brand Positioning Statement.
We will create a Big Idea that will transform your brand’s soul into a
winning brand reputation.
We help you build a strategic Brand Plan that everyone who works on
the brand can follow
We coach on Marketing execution, helping to tighten the bond with
your consumers and drive brand growth
We will build a Brand Management training program, to unleash the
full potential of your Marketing team.
1
2
3
4
5
6
TM

22. We make brands stronger.
We make brand leaders smarter.
Do you want to be a smarter
Marketing professional?
Visit beloved-brands.com
Over 5 million views from Marketers getting smarter

23. We make brands stronger.
We make brand leaders smarter.
We would love the opportunity to help you unleash
the full potential of your team of brand leaders.
Graham Robertson • 416 885 3911 • graham@beloved-brands.com
Ask us to design a customized
brand management training
program for your team.