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.
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/
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!
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.
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
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.
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.
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/
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!
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.
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
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.
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.
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
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
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.
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.
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.
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.
In this presentation, we will introduce you to the concept of Brand Planning. This presentation will help you to know and learn the factors and strategies involved in building a brand and help it to succeed. We will also discuss FMCG, service marketing, brand share and brand lifecycle.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Pharmaceutical marketing plan case studyMohamed Magdy
Pharmaceutical Marketing Plan Case Study
I can challenge you will never see such fully fledged Pharmaceutical Marketing Plan Case Study in the internet for FREE as I did in this case study!
Click here to ENJOY it: http://www.guerrillamarketer.com/pharmaceutical-marketing-plan-case-study/
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.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
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/
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
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
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.
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.
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.
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.
In this presentation, we will introduce you to the concept of Brand Planning. This presentation will help you to know and learn the factors and strategies involved in building a brand and help it to succeed. We will also discuss FMCG, service marketing, brand share and brand lifecycle.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
Pharmaceutical marketing plan case studyMohamed Magdy
Pharmaceutical Marketing Plan Case Study
I can challenge you will never see such fully fledged Pharmaceutical Marketing Plan Case Study in the internet for FREE as I did in this case study!
Click here to ENJOY it: http://www.guerrillamarketer.com/pharmaceutical-marketing-plan-case-study/
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.
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
Brand positioning is a crucial part of the marketing plan, select our Brand Positioning PowerPoint Presentation Slides to find out how to position your brand. This is very important to identify your brand uniqueness and attributes what makes you different from your competitors. The Positioning strategy PPT helps you to make a distinct place in the minds of target customers. The goal of this strategy is to highlight your product’s most powerful attributes. The brand strategy PowerPoint complete deck contains templates such as positioning strategy, brand positioning framework, brand worksheet, statement and model, product communication and repositioning, etc. Additionally, this amazing market segmentation Presentation slide is also helpful for topics like market projections, brand positioning, product strategy, brand strategy, product marketing plan, segmentation and targeting, customer engagement, brand management and many more. An effective brand positioning strategy can maximize brand value. Download product positioning PowerPoint template to get an edge over competitors. Eliminate disparities with our Brand Positioning PowerPoint Presentation Slides. Be absolutely fair in your every deal.
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/
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.
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?
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
Presentation on information about the Marketing and Marketer as a Career, opportunities, Benefits ,skills required to be successful marketing professional .
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.
At Beloved Brands, we make brands stronger and we make brand leaders smarter. We can build a Brand Management Training Program, to unleash the full potential of your team.
1. Strategic Thinking
2, Creating a Beloved Brand
3. Consumer Centricity
4. Brand Positioning
5. Brand Plans
6. Creative Briefs
7. Brand Analytics and the business review
8. Marketing Execution
9. Strategic Media Plans
10. Winning the Purchase Moment
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.
Strategies for Explosive Sales Growth: Colin DeamerColin Deamer
Welcome to a presentation on Strategies for Explosive Sales Growth with Colin Deamer. Today, we will explore proven techniques to achieve remarkable success in sales. Let's dive in!
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
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
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.
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.
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.
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 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.
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.
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.
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
SMM Cheap - No. 1 SMM panel in the worldsmmpanel567
Boost your social media marketing with our SMM Panel services offering SMM Cheap services! Get cost-effective services for your business and increase followers, likes, and engagement across all social media platforms. Get affordable services perfect for businesses and influencers looking to increase their social proof. See how cheap SMM strategies can help improve your social media presence and be a pro at the social media game.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
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.
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
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
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.
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
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.
Is AI-Generated Content the Future of Content Creation?Cut-the-SaaS
Discover the transformative power of AI in content creation with our presentation, "Is AI-Generated Content the Future of Content Creation?" by Puran Parsani, CEO & Editor of Cut-The-SaaS. Learn how AI-generated content is revolutionizing marketing, publishing, education, healthcare, and finance by offering unprecedented efficiency, creativity, and scalability.
Understanding
AI-Generated Content:
AI-generated content includes text, images, videos, and audio produced by AI without direct human involvement. This technology leverages large datasets to create contextually relevant and coherent material, streamlining content production.
Key Benefits:
Content Creation: Rapidly generate high-quality content for blogs, articles, and social media.
Brainstorming: AI simulates conversations to inspire creative ideas.
Research Assistance: Efficiently summarize and research information.
Market Insights:
The content marketing industry is projected to grow to $17.6 billion by 2032, with AI-generated content expected to dominate over 55% of the market.
Case Study: CNET’s AI Content Controversy:
CNET’s use of AI for news articles led to public scrutiny due to factual inaccuracies, highlighting the need for transparency and human oversight.
Benefits Across Industries:
Marketing: Personalize content at scale and optimize engagement with predictive analytics.
Publishing: Automate content creation for faster publication cycles.
Education: Efficiently generate educational materials.
Healthcare: Create accurate content for patients and professionals.
Finance: Produce timely financial content for decision-making.
Challenges and Ethical Considerations:
Transparency: Disclose AI use to maintain trust.
Bias: Address potential AI biases with diverse datasets.
SEO: Ensure AI content meets SEO standards.
Quality: Maintain high standards to prevent misinformation.
Conclusion:
AI-generated content offers significant benefits in efficiency, personalization, and scalability. However, ethical considerations and quality assurance are crucial for responsible use. Explore the future of content creation with us and see how AI is transforming various industries.
Connect with Us:
Follow Cut-The-SaaS on LinkedIn, Instagram, YouTube, Twitter, and Medium. Visit cut-the-saas.com for more insights and resources.
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
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
SEO Master Class - Steve Wiideman, Wiideman Consulting Group
Brand Plans
1. Brand plan includes the vision, purpose, goals, analysis,
key issues, strategies, execution plans and measurements
How to build
a brand plan
Beloved Brands Training Files
3. “Planning is what you do before you do something,
so that when you do it, it is not all mixed up.”
A. A. Milne
“Planning is what you do before you do something,
so that when you do it, it is not all mixed up.”
A. A. Milne
4. We help brands find growth.
We make brand leaders smarter.beloved
brands
How to write Brand Plans
You will learn:
✓ How to use 5 strategic questions as an outline for your entire plan
✓ How to write an inspirational brand vision statement to frame your
brand plan
✓ How to come up with a brand purpose and brand values
✓ How to summarize your brand’s situation analysis
✓ How to map out the key issues your brand faces
✓ How to write smart, brand strategy objective statements
✓ How to focus tactics to ensure a high return on effort
✓ How to write specific execution plans for brand communications,
innovation, and in-store
✓ How to do a profit statement, sales forecast, goals, and marketing
budget for your plan
✓ Ideal one-page brand formats for annual brand plan and long-
range strategic roadmap
Brand Plans
5. We help brands find growth.
We make brand leaders smarter.beloved
brands
Build a brand plan to help you make smart focused decisions, so you
can organize, steer, and inspire your team towards higher growth
2
4
31 Strategic questions to help
frame the Key Issues
5
Drivers and inhibitors currently facing
brand. Risks and opportunities for future.
Deep-dive Business Review looks
at every 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 fix.
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 tightly connected is your
consumer to your brand?
What is your current
competitive position?
What is the current business
situation your brand faces?
3
1
4
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
2
6. We help brands find growth.
We make brand leaders smarter.beloved
brands
Before you start your Brand Plan, map out your strategic
thinking with 5 simple strategic questions
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?
Vision/Purpose/Goals
Analysis
Key Issues
Strategies
Execution & Measures
Questions to ask Planning Elements
1
2
3
4
5 6
7. We help brands find growth.
We make brand leaders smarter.beloved
brands
5 strategic questions worksheet
1. Where could we be?
• To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie.
• Make Gray’s a $100 Million brand by 2020.
• Want double digit annual growth rates.
2. Where are we?
• Successful launch into the mass market, but time to transition Gray’s from a product-led brand into an idea-led brand
• Need to connect with consumers by owning idea of “guilt free” snacking, rather than just selling a great tasting cookie.
• Begin to dominate and lead the “good for you” cookie segment
3. Why are we here?
• We have not figured out the priority choice for growth: find new users or drive usage frequency among loyalists.
• We need to drive our awareness and share needs for Gray’s.
• There is a high risk of ‘healthy cookie’ launches from Pepperidge Farms and Nabisco?
4. How can we get there?
• Continue to attract new users to Gray’s
• Focus investment on driving awareness and trial with new consumers and building a presence at retail.
• Build defense plan against new entrants that defends with consumers and at store level.
5. What do we need to do?
• Use awareness to drive trial of the new Grays Cookies as “The Healthy Choice to Snacking” brand positioning.
• Use in-store and event sampling to drive trial of the new Grays Cookies
• Leverage key results, planogram recommendations and in-store specialty store merchandising team
First step in planning is to answer these 5 questions with 2-3 bullet points
for each line, providing an outline to ensure flow for the overall plan.
1
2
3
4
5
5 questions provide a strategic outline for the plan
8. We help brands find growth.
We make brand leaders smarter.beloved
brands
Analysis Issues and Strategies Execution 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 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 taste 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 to close distribution 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 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.
Analysis
Brand Vision
Strategies
Execution
Key Issues
Goals
1
5
4
3
2
5
Forecast
6
Annual Brand Plan
9. An inspiring business vision,
should scare you a little,
but excite you a lot!
An inspiring brand vision,
should scare you a little,
but excite you a lot!
10. We help brands find growth.
We make brand leaders smarter.beloved
brands
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)
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!!!
11. We help brands find growth.
We make brand leaders smarter.beloved
brands
Examples of vision statements to inspire you
Princess
Margaret
Hospital
To conquer
cancer in
our lifetime.
Amazon
Be the world’s most
customer-centric company.
Ikea
Create a better
everyday life for
the many people.
Honda
Be the company that
society wants to exist
Patagonia
Build the best product,
cause no unnecessary
harm and use
business to inspire
Dove
A world where beauty
is a source of
confidence, not anxiety.
Waze
Help people work
together to improve the
quality of everyone's
daily driving.
Disney
Make people happy
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."
Ferrari
Italian excellence that
makes the world dream
Volvo
Nobody should die
or be seriously
injured in a Volvo.
12. We help brands find growth.
We make brand leaders smarter.beloved
brands
How to structure your own thinking for your vision
Princess Margaret Hospital
To conquer cancer in our lifetime.
Amazon: Be the world’s most
customer-centric company.
Ikea: Create a better everyday
life for the many people.
Honda: Be the company that
society wants to exist
Patagonia: Build the best
product, cause no unnecessary
harm and use business to inspire
Dove: A world where beauty is a
source of confidence, not anxiety.
Waze: Help people work together to improve
the quality of everyone's daily driving.
Disney: Make people happy
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."
Ferrari: Italian excellence that
makes the world dream
Volvo: Nobody should die or be
seriously injured in a Volvo.
What is your
pursuit in life?
What is your
purpose?
What is your
personal belief?
How can you
make the future
better?
What is your
dream?
What would leave
you completely
satisfied?
13. We help brands find growth.
We make brand leaders smarter.beloved
brands
Paint the perfect picture of your brand in the future,
that helps answer “where could we be?”
To be a visionary, you must be able
to visualize the future.
Imagine it is 5 or 10 years from now. You wake up in an
amazing mood. Think about your personal life and your
business, and start to imagine the ideal of what you want.
Visualize your perfect future of what has you in such a good
mood and write down the most important things you want to
achieve, and begin brainstorming a vision for the future.
As you answer, imagine language choices that will inspire,
lead and steer your team towards that vision.
14. We help brands find growth.
We make brand leaders smarter.beloved
brands
Questions to think about as you paint your perfect
picture of the future
Imagine an ideal future for your
brand, describe situation to answer:
1. What is your future revenue or market share?
2. Describe the future culture of your company.
3. What do you want people to be saying about your
brand?
4. What do your own people find motivating about
working on your brand?
5. How do you want a customer to describe their
experience with your brand?
6. Name some of the future accomplishments that
would make you proud.
7. What do you do better than anyone else on the
planet?
8. Name something out-of-the-box that would make
people talk about your brand.
15. We help brands find growth.
We make brand leaders smarter.beloved
brands
Questions to think about as you paint your perfect
picture of the future
What is your pursuit in life?
What is your purpose?
What is your personal belief?
How can you make the future better?
What is your dream?
What would leave you completely satisfied?
16. We help brands find growth.
We make brand leaders smarter.beloved
brands
Brand Vision
To be the first ‘healthy cookie’ to generate the craving, popularity and sales
of a mainstream cookie. Make Gray’s a $100 Million brand by 2020.
Our purpose
At Gray’s, our purpose is to give people the cookie they will never feel guilty
about eating. We know healthy can taste great.
2016 Goals
Example how to frame your vision, purpose and goals
Goals 2019 2020 Comments
Sales $27.5M $30.38M 11% growth rate
Share 0.8% 1.2% New triple chocolate 0.5% share
Distribution 62% 72% Increase coming mainly from fixing specialty.
Awareness 33% 42% Below norm, 80% among niche, < 20% overall
Purchase 10% 12% Brand promise & sampling helps drive trial.
Repeat 4% 5% High quality Taste converts high repeat
17. We help brands find growth.
We make brand leaders smarter.beloved
brands
How to build a purpose-driven beloved brand
The
Purpose
of a
Beloved
Brand
13
4
2
Consumers
need it
Builds a beloved
branded business
Core values
of team
Love what
you do
18. We help brands find growth.
We make brand leaders smarter.beloved
brands
Model for finding your brand purpose
Consumers
need it
Helps build a
loved brand
Core
values of
team
Love what
you do
Exceptional
execution to
become your
consumer’s
favorite brand
Build around a
unique, own-able
and motivating
Big Idea
Inspire a values
driven culture to
deliver happy
experiences
The
Purpose
of a
Beloved
Brand
A
BC
D
Focus on
building a tight
relationship with
consumers
“I love it” is the highest bar for great work.Never
settle for OK when greatness is attainable.
Focus your passion on building a
tight bond with consumers
Build around a unique, own-able
and motivating big idea
Inspire a values driven culture to
deliver happy experiences
You need to know your consumers as well as you
know your brand. Use consumer insights, enemies
and needs. Talk with consumers about benefits—
what they get and how it makes them feel.
The big idea is what consumers connect with
first, then builds a bond as each touchpoint
delivers that big idea. Use the big idea to
organize everything that you do for the brand.
Use exceptional execution to become
your consumer’s favorite brand
It is the culture of the organization who deliver the
experience. People are the face of the brand, and
will be the source of creating loyalty with
consumers
A
B
C
D
The pillars of purpose
19. We help brands find growth.
We make brand leaders smarter.beloved
brands
Model for finding your brand purpose
Consumers
need it
Builds a beloved
branded business
Core
values of
team
Love what
you do
Use exceptional
execution to
become your
consumer’s
favorite brand
Build around a
unique, ownable,
and motivating
brand idea
Inspire a values-
driven culture to
provide happy
consumer
experiences
A
BC
D
Focus your
passion on
building a tight
emotional bond
with consumers
Focus your passion on building a tight
emotional bond with consumers
Build around a unique, ownable, and
motivating brand idea
Inspire a values-driven culture to
provide happy consumer experiences
A
B
C
D
• At Grays, we want to be the first ‘healthy
cookie’ to generate the craving, popularity
and sales of a mainstream cookie.
• Grays are the best tasting yet guilt free
pleasure so you can stay in control of
your health.
• The values for Gray’s are consumer first,
great taste, healthy, natural ingredients,
fast-to-market, and family owned.
Our purpose
is to give people
the cookie they
will never feel
guilty about
eating. We know
healthy can
taste great.
The pillars of purpose
Use exceptional execution to become
your consumer’s favorite brand
• At Grays, we want our people to have the
confidence to overwhelm our brand lovers
with shocking new tastes every year.
20. We help brands find growth.
We make brand leaders smarter.beloved
brands
A brand’s values brings their purpose to life, connecting
with consumers and employees
We believe the best tasting food starts with all natural ingredients. We
source organic ingredients, our kitchens work tirelessly to ensure our
cookies taste amazing enough to become our consumer’s favorite.
Natural ingredients
taste better
Stop feeling guilty
over a cookie
We are a family
run business
We do our
homework on health
Pride and Passion
matters in everyone
In blind taste tests, Gray’s cookies matched the market leaders on taste,
but are only 100 calories, with 2g of fat and 3g of sugar. In a 12 week
study, consumers using Gray’s once a night as a desert lost10 pounds.
We know the daily pressures people face in making choices to eat
healthy. We all have temptations, and the worst feeling is the guilt we
feel in having a cookie. We want our customers to feel guilt free.
We remind ourselves everyday that Gray’s started as a family recipe. No
matter how big we become, business is personal, as we will personally
rely on each other to achieve our collective success.
We love food and we hope that it shows. Everyone on our team shows
up every day with a passion to help make a difference and contribute to
building Gray’s Cookies into a brand that women love.
21. We help brands find growth.
We make brand leaders smarter.beloved
brands
Honda is a brand who lives by their values
Joy is a state of being and a conscious choice to live and work with a grateful
heart for a cause greater than oneself. It is the ongoing experience of doing
something worth doing for the good of each other, our customers and society.
Joy
Dreams
Challenging
Spirit
Respect
Passion
Respect is a belief in the highest potential of each and every human being.
Respect is demonstrated by abundant opportunities to think, reason and create
in and beyond your role. Each individual’s unique and highest contributions are
critical to Honda’s success.
To dream is to be alive. Dreams define who we are, forming a positive driving
force that motivates us. They cause us to imagine what could be, to seek out
challenges, and to be unafraid of failure. Dreams are our commitments to future
generations
Whether from the marketplace, the race track, or the pursuit of a new
technology or business, Honda associates have always viewed challenges as
opportunities. We are energized by the unwavering quest for a better way, and
we are consistently inspired to exceed the limits of imagination.
Passion is living and working beyond one’s limits. It is compelling and
contagious. It is born of our love for society, and it drives our competitive spirit. It
is evidenced by our energy, excitement, determination and drive to advance the
human experience and become the organization that society wants to exist.
22. We help brands find growth.
We make brand leaders smarter.beloved
brands
We use a force field type analysis to summarize drivers,
inhibitors, opportunities and threats
Drivers Inhibitors
Factors of strength or inertia that
accelerate your brand’s growth. The
driving factors could be related to brand
assets, successful programs working,
favorable market trends. New products,
advertising, channels. Keep fueling
Factors of weaknesses or friction that
slows your brand down, or a leak that
needs fixing. Achilles heel, competitive
pressure, unfavorable market forces,
channels, specific segments. Minimize
going forward.
Opportunities Threats
Specific untapped areas in the market
that would fuel future growth, based on
unfulfilled consumer needs, new
technologies on the horizon, regulation
changes, new distribution channels or the
removal of trade barriers. Take advantage.
Changing circumstances including
consumer needs, new technologies,
competitive activity, distribution
changes or potential barriers to trade
create potential risk to your growth.
Minimize the impact of these risks.
Helps set up the Key Issues for brand plan.
23. We help brands find growth.
We make brand leaders smarter.beloved
brands
Example laying out your Summary Analysis
Drivers Inhibitors
• Taste drives a high conversion of trial to
purchase (65% vs. norm of 50%).
• Strong listings has driven strong distribution in
food channels (95%)
• Exceptional brand health scores among early
adopters (“Proactive Preventers”) making it a
highly beloved brand among the niche.
• Awareness among mainstream target (20%) held
back due to weak advertising scores. Low
attention scores and brand link scores.
• Low distribution at specialty stores at only 16%.
Poor sales coverage.
• Low purchase frequency (2.2 boxes/yr vs. 7.3
norm) even among most loyal early adopters.
Opportunities Threats
• R&D has 5 new flavors in development. Could
launch Peanut Butter in Q4 of 2013 (top 15% in
test), Chocolate Chips in Q2 of 2014 (top 50%)
• Sales broker could specifically target specialty
stores, which are in high growth (+15%/year)
• Explore social media to convert strong loyal
following into more mainstream mass appeal
• Mainstream cookie brands could enter the
‘health’ segment through R&D or acquisition.
Rumors that Pepperidge Farms will launch in Q1.
• De-listing of our 2 weakest skus because of POS
thresholds, could weaken our in-store presence.
• Legal Challenge to “tastes as good as your
favorite cookie”.
24. We help brands find growth.
We make brand leaders smarter.beloved
brands
Knowing “where you are” helps set up what you need to
do next, to get where you want to go
Continue/Enhance
• Stay focused on things going right, accelerate
against them. Continuous improvement.
Minimize/Reverse
• Close the leaks, develop turnaround plans or
re-focus the team against the trend.
Take Advantage of
• Build plans to mobilize the brand to see if the
opportunity is a winning space for the brand.
Avoid/Contingency
• Identify and measure the risk, explore plans
to avoid. Fill the gap before a competitor.
What’s driving
growth?
What’s inhibiting
growth?
What are the
opportunities?
What are the
threats?
This analysis should provide a starting point for what
you want to carry forward into the Brand Plan
25. Strategic thinkers see the right
questions before they look for answers.
Instinctual thinkers see the right answers
before they even know the question.
26. We help brands find growth.
We make brand leaders smarter.beloved
brands
Frame your brand’s key
issue in question format.
The answer to that question
becomes your strategy
Spend some thinking time on these questions,
because the better the strategic question you
ask, the better the strategic answer you will get.
If strategic thinkers see the right questions
first, then you need to find the best possible
questions before you can think about solutions.
27. We help brands find growth.
We make brand leaders smarter.beloved
brands
Finding the right key issues and strategies
Start off with
a straw-dog
brand vision.
Brainstorm
everything in the
way of the vision.
Narrow list of
issues to top
3-5 key issues.
Frame your
top issues in
question format.
2
4
3
1
This is a great list of
everything in the way of your
vision. We now move to the
Strategic Thinking Model to
help organize the thinking.
28. We help brands find growth.
We make brand leaders smarter.beloved
brands
Use the strategic thinking questions to kickstart your
thinking on the issues
What is the current business
situation your brand faces?
How tightly connected is
your Consumer to your brand?
Product Story Experience Price
Power
Player
Challenger
Disruptor
Brand
Craft
Brand
Indifferent Like It Love it Beloved
Keep It
Going
Fix It Re-Align Start Up
What is your brand’s current
competitive position?
This forces you to choose and focus on one of four answers for each question.
1
3
24
What is the core strength that
will help your brand win?
29. We help brands find growth.
We make brand leaders smarter.beloved
brands
Use the 4 questions to inspire specific key issues
What is the core strength your
brand can win on?
How tightly connected is your
Consumer to your brand?
What is your current competitive
position?
What is the current business
situation your brand faces?
1
2
3
4
How do we shift Gray’s from a product-led
launch into an idea-led brand to own “guilt free”?
How do we drive consideration and trial to
establish brand in the consumers mind?
How do we defend against entry of mainstream
cookies into good for you segment?
How do we keep growth momentum by closing
the identified gaps in distribution?
360 Thinking Questions Gray’s Cookies Key Issues
1
2
3
4
30. We help brands find growth.
We make brand leaders smarter.beloved
brands
Make sure that your key issues are at the right strategic
level. Play around with the questions to make sure
How do we get consumers to use more coupons?
• This issue is very tactical and too specific to set up a strategic solution.
How do we become #1?
• This is very large goal that is highly aspirational and visionary. But it is
too broad to lead to a pin-pointed strategic solution.
How do we drive usage among loyal?
• This is a much better fit for the plan. It speaks to what is in the way of
the vision, and leaves enough room for various strategic solutions.
Too Low
Too High
Just Right
31. We help brands find growth.
We make brand leaders smarter.beloved
brands
Core Strength strategic objective statements
Enhance the Starbucks experience at lunch (a)
with innovative sandwiches and snacks (b), that
re-enforces the quality difference at Starbucks
(c) to enter the new lunchtime market (d).
Re-build the consumer experience (a) by
training all the entire staff on service values (b)
emphasizing that our people make the
difference (c) to make Starbucks a meeting
space for friends to gather.(d)
Focused Opportunity to build
your brand’s core strength
Market Impact that builds a
desired reputation on one of:
Deploy resources against a
strategic program using one of:
Our product is better
Our story makes us different
Our people make difference
We have better prices
Brand
Positioning
Consumer
Experience
Brand
Story
Product
Innovation
Purchase
Moment
Performance Result to harness one of the power or profit drivers
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
8 ways brands can drive more profitsChannels
Competitors
New Entries
Suppliers
Media
Influencers
Employees
Consumers
Brand
Power
Product
Price Experience
a cb
d
Brand Story
32. We help brands find growth.
We make brand leaders smarter.beloved
brands
Consumer driven strategic objective statements
Advertise big idea of “empowering women” (a)
focused on women frustrated by “lose and
gain” diet fads (b), to move new consumers
from aware to trial (c) and gain share (d)
Build a low calorie innovation plan across the
entire grocery store (a) focused on our most loyal
Special K lovers(b), to drive trial of new items (c)
and successfully enter new markets (d).
Focused Opportunity to
tighten bond with consumers
Market Impact that moves
consumers along their journey
Deploy resources against a
strategic program to build brand
Consumer
Brand
Brand
Positioning
Consumer
Experience
Brand
Story
Product
Innovation
Purchase
Moment
Performance Result to harness one of the power or profit drivers
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
8 ways brands can drive more profitsChannels
Competitors
New Entries
Suppliers
Media
Influencers
Employees
Consumers
Brand
Power
a cb
d
Aware
Consider
Repeat
Satisfied
Buy
SearchLoyal
Fan
33. We help brands find growth.
We make brand leaders smarter.beloved
brands
Competitive strategic objective statements
Apple will launch a full assault against the entire music
industry (a) with a disruptive innovator stance (b) to
show how iTunes provides higher quality digital music
on your iPod, much cheaper, faster and smarter than
CD’s (c) to gain entry point into music industry (d)
Apple to launch a full assault (a) to challenge the
PC/Microsoft Windows dominant position (b) by
finding flaws in PCs to set up how much simpler
Macs are (c) to steal significant market share by
enticing frustrated consumers to buy a Mac (d)
Focus Opportunity on your
competitive stance
Own a winning positioning
space to drive a Market Impact
Deploy a strategic program that
follows an attack strategy
Disruptor
Brand
Craft
Brand
Power
Player
Challenger
Brand
Full Assault
Neutralize
Maintain Base
Slow Down
Performance Result to harness one of the power or profit drivers
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
8 ways brands can drive more profitsChannels
Competitors
New Entries
Suppliers
Media
Influencers
Employees
Consumers
Brand
Power
What
consumers
want
What your
competitor
does best
What
your brand
does best
Winning
Losing
Risky
Dumb
a cb
d
34. We help brands find growth.
We make brand leaders smarter.beloved
brands
Situational strategic objecitve statements
Invest heavily (a) to create an intimate fan
experience (b) to re-connect and fix Avril’s
relationship with core fans (c) to help
trigger higher album and concert sales (d)
Invest time in new song-writing, higher production and
collaborations with key artists (a) to re-position Avril as
a more mature “indy artist” (b), to fix her immature
image (c) and build a tighter bond with new fans (d).
Focus Opportunity to fix an
element of the brand
Create a Market Impact that
helps the brand’s situation
Deploy a strategic program
with the limited resources
Performance Result to harness one of the power or profit drivers
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
8 ways brands can drive more profitsChannels
Competitors
New Entries
Suppliers
Media
Influencers
Employees
Consumers
Brand
Power
Positioning
Advertising
Media Plan
Innovation
Retail
Experience
Culture
Investments
Financial
People
Time
Partnerships
Re-Align Startup
Keep it
Going
Fix It
a cb
d
35. We help brands find growth.
We make brand leaders smarter.beloved
brands
Where your brand sits on the Brand Love
Curve should drive your strategy choices
Indifferent
Love It
Like It
Beloved
Unknown
Get noticed
so consumers
see the brand
in a crowd
Establish brand
positioning in the
consumer’s mind
Build share-worthy
experiences to
inspire brand fans to
influence friends
Tighten bond
with your most
loyal brand lovers
Build a trusted
following with
each happy
purchase
36. We help brands find growth.
We make brand leaders smarter.beloved
brands
The stages of the Brand Love Curve set up 20
possible consumer strategies for your brand plan
Get noticed so
consumers will see
brand in the crowd
Establish brand
positioning in the
consumer’s mind
Build a trusted
following with each
happy purchase
Tighten bond with
your most loyal
brand lovers
Experiences that
inspire brand fans to
influence others
Unknown Indifferent Love ItLike It Beloved
Mind Heart InfluenceAttention Purchase
1. Set up
2. Launch event
3. Core message
4. Find fans
5. Mind shift
6. Mindshare
7. New news
8. Turnaround
9. Drive penetration
10. Drive usage
11. Build routine
12. Cross-sell
13. Build memories
14. Maintain Love
15. Deeper love
16. Reasons to Love
17. Create magic
18. Leverage Power
19. Attack yourself
20. Use loyalists
37. We help brands find growth.
We make brand leaders smarter.beloved
brands
Marketing Execution must trigger a desired response
that moves consumers along their consumer journey
Consider
Aware
Fan
Loyal
Repeat
Satisfied
Buy
Search
Stand out and be
seen in a crowd
Solve questions or
doubts in the mind
Close the deal to
trigger a purchase
Reinforce
purchase decision
Become a favorite
ritual or life moment
Connect emotionally
to build frequency
Product/operations builds
happy experiences
Shareable experiences
to trigger influence
38. We help brands find growth.
We make brand leaders smarter.beloved
brands
We take the chunky strategic objective statement and
turn it into a tighter strategy statement
Strategic Objective Statement
Continue to dominate healthy cookie
segment (a), owning “great tasting
lowest calorie” claims (b) pointing out
Nabisco’s 30% higher calories (c) to
help maintain Gray’s loyal fan base (d).
Advertise Gray’s “stay in control”
positioning (a) to new “proactive
preventers” (b) to move consumers
from consideration to trial (c) and
steal competitive users (d).
Sales force blitz (a) to fix Gray’s
distribution gaps at drug and mass (b)
to continue Gray’s momentum (c) and
strengthen Gray’s market share (d).
Strategy Statement
Attack Nabisco’s ‘healthy’
credibility by having 60%
higher calories
Drive trial by advertising
Gray’s “stay in control”
positioning
Fix Gray’s distribution gaps
with a sales force blitz at
food and drug
Consumer
strategy
Competitive
strategy
Situational
strategy
Ideal Brand Plans have 3 issues and top 3 strategies
39. We help brands find growth.
We make brand leaders smarter.beloved
brands
Laying out the strategies to the next level
For each strategy, lay out the strategic objective, specific goal,
main tactical support programs and any potential watch outs
40. We help brands find growth.
We make brand leaders smarter.beloved
brands
Laying out the strategies to the next level
41. We help brands find growth.
We make brand leaders smarter.beloved
brands
Laying out the strategies to the next level
42. We help brands find growth.
We make brand leaders smarter.beloved
brands
The brand idea is the bridge between brand and consumer,
that aligns everything around the 5 consumer touch-points
Big idea connects
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
Experiences that
consistently over-
deliver the promise
Consumer
Brand
Idea
The
Brand
Brand
Promise
Brand
Story
Happy
Experiences
Purchase
Moment
Innovation
Ideas
Packaging
Logo/Slogan
Advertising and
Media Options
Product
Development
Sales
and Retail
Culture
and Operations
The big idea must inspire and align everyone who works behind the scenes of the brand.
43. We help brands find growth.
We make brand leaders smarter.beloved
brands
Build separate Execution Plans around each selected
activity that supports the 5 consumer touch points
Innovation
Surprise
Logos or
Tag Lines
Packaging
Content
Strategy
Home Page
Messages
Creative
Advertising
Paid Media
Earned or
Social Media
Events &
Sponsorship
New Product
Launches
Format Line
Extensions
Claims
R&D
Exploration
Point of
Purchase
Sales
Materials
Account
Management
E-Commerce
Sampling
and Trial
Employee
Behaviors
VIP Loyalty
Programs
Active User
Influencers
Choose key execution areas to write up separate Marketing Execution plans,
with the activity that matches up to the most relevant consumer touchpoint
Brand
Promise
Brand
Story
Happy
Experiences
Purchase
Moment
Touchpoint
Activities
44. We help brands find growth.
We make brand leaders smarter.beloved
brands
Brainstorm activities to support strategies, prioritizing on
return on investment and effort (ROI and ROE)
For each strategy, you
want to find the “Big Easy”
• Put all of the ideas on to post it
notes, then map each idea onto the
grid as to whether they will have a
BIG versus SMALL impact on the
business, and whether they are
EASY versus DIFFICULT.
• The top ideas will be in the BIG
EASY top right corner.
JUST DO IT
Brainstorm ways to make
these ideas even bigger
THE BIG EASY
Big Wins, Easy to do
AVOID
Bad ROE, drain
on resources
MAKE EASIER
Brainstorm easier
ways to get it done
Easy
Difficult
Small Win Big Win
Implementation
Business Impact
Idea
Idea
Idea
Idea
Idea
Idea
Idea
Idea
45. We help brands find growth.
We make brand leaders smarter.beloved
brands
Think of each Executional mini-plan as a beacon that aligns
those working on that specific area.
For each mini-plan,
we recommend that
you have a specific
goal and strategy to
help frame your
intentions. Then list
out details that are
more relevant to
that specific plan.
46. We help brands find growth.
We make brand leaders smarter.beloved
brands
Use your brand plan to lay out your innovation plan to
help steer your R&D team
For the Innovation
Plan we
recommend that
you have a specific
goal and strategy to
help frame your
intentions. Then list
out the focus,
internal beacon and
programs.
47. We help brands find growth.
We make brand leaders smarter.beloved
brands
Plan your Product Innovation
Continuous generation of
ideas to build a war-chest
of potential solutions to
meet consumer needs.
Assess opportunities using
criteria: breakthrough, own-
able, strategic fit, consumer
motivation, potential size.
Identify new
opportunities
Build innovation
pipeline
Go-to-market
launch plan
2
3
Build out potential concept
to test breakthrough, own-
ability and sales potential.
Build robust innovation
schedule with volumetrics,
investment, sourcing and
production timeline.
Stage-gate decisions to
approve execution plans
and milestones from
production to launch.
4
5
6
Backend plan includes
final naming, logos,
packaging, production
and channel plan.
Build marketing support;
advertising, presentations,
in-store support.
Hand over to launch
team, including marketing,
sales, operations.
7
8
9
Observations to identify
trends and new consumer
need states.
1
Winning
ideas go
to market
Move best
ideas to
testing
48. We help brands find growth.
We make brand leaders smarter.beloved
brands
Decide what type of exploratory product innovation fits
within your long-range brand plans
Product Extensions
• Identifies new consumer need states, occasions where
your brand can easily handle.
• Broader portfolio helps neutralize competitive
advantages or use to gain share of shelf.
• Continuous news keeps brand momentum going with
new benefits, flavors, sizes.
Product Improvements
• Use the “leaky bucket” analysis to identify where you are
losing consumers, helping isolate flaws and gaps in your
brand that need fixing.
• Either moves ahead or catches up to competitors.
New Formats
• Stretches the brand into new subcategories/adjacencies
or parts of the value chain.
• Helps drive added usage frequency or new usage
occasions with consumers.
• Gets brand into new parts of the store, new distribution
channels or new usage points with consumers.
Brand Stretching
• Take the assets of the brand and move them into
other categories—bringing your loyal user base
and brand reputation.
Game Changing Technology
• R&D driven invention needs to be matched up a
consumer driven need and re-presented back to
the consumer in a consumer centric idea.
Blue Ocean Exploratory Areas
• Completely exploratory ideas that combine your
open technical capabilities, matched to pure un-
explored consumer need states to create game
changing launches that move into fully protected
Island type competitive positions.
49. We help brands find growth.
We make brand leaders smarter.beloved
brands
Brainstorming your Product Innovation
We make brands stronger.
We make brand leaders smarter.
Diverge #1: Getting all the ideas on the table
We divide the room into 4 groups, with broad cross-functional
representation. Each group would rotate through 5 stations, leaving
behind 15+ innovative ideas at each flip chart. That would give us
60+ ideas for each station with a goal of 300 ideas. The category
choices are up to the client, where they wish to brainstorm.
Product Claims
Game
Changing
Products
Product
Extensions,
Improvements
and New Formats
Process Claims
Blue Ocean
Exploration
A great process for your team is to divide your brainstorming
teams and have them rotate through the different sections.
50. We help brands find growth.
We make brand leaders smarter.beloved
brands
Innovation Rule #1
Make what
consumers
want
Make
consumers
want what
you make
51. We help brands find growth.
We make brand leaders smarter.beloved
brands
The role of innovation changes as your brand matures
along the Brand Love Curve
Indifferent
Love It
Like It
Beloved
Unknown
Product Launch: A real point of
difference versus current offerings to
break through and solve an unmet
need to a core group of consumers.
Product Extensions: Use innovation to change
consumers minds, to connect with your purpose,
idea or concept and see something revolutionary
and completely new to the category.
Create Experiences: Explore
peripheral products and services to
turn routines into life rituals. Keep
investing to stay ahead of challengers.
Broaden Offering: Extend beyond
core product to fuel momentum by
surprising and delighting current
users to help tighten the bond.
Separate Yourself:
Use innovation and
claims to stay ahead,
address gaps or flaws
in the category to
separate yourself on
quality, performance,
experience or value.
52. We help brands find growth.
We make brand leaders smarter.beloved
brands
Use your brand plan to guide the sales team on how to
manage the brand’s purchase moment
You can use an
In-Store Plan, or
Category
Management Plan
that lays out
specific goal and
strategy to help
frame your
intentions. Then
list out the focus,
internal beacon
and programs.
53. We help brands find growth.
We make brand leaders smarter.beloved
brands
Build customer programs that achieve a triple win, for
your customer, the shared consumer and your brand
TRIPLE WIN
Customer Marketing Program
A win for
your brand
A win for your
channel customer
A win for your
shared consumer
1
2
3
54. We help brands find growth.
We make brand leaders smarter.beloved
brands
How to set up a Pricing System that allows you to utilize
pricing as a strategic weapon instead of a tactical response
Define price parameters,
capabilities and skills, to
establish your pricing
organization. Consider legal,
channel, regional and global
pricing requirements
Build a pricing system
to monitor pricing
corridors, changes to
elasticity, margin
requirements.
Implement pricing in the
market, by understanding
price elasticity seasonality,
geography, consumer base.
Explore potential good/
better/best strategy.
Operationalize pricing within your
overall marketing activities. Look
for input via brand positioning,
consumer research, retail
partners, promotional windows
and competitive activities.
Match pricing strategy to your
business/brand strategy and
business objectives Consider your
consumer strategy, competitive
position, product quality, margin
expectations and cost of goods.
1 2 3
Pricing
Determination
Pricing
Execution
Pricing Governance
Price Monitoring and System Support
4
5
Pricing
Strategy
55. We help brands find growth.
We make brand leaders smarter.beloved
brands
Do you do a Pricing Waterfall analysis?
StatedPrice
InvoicePrice
ActualPrice
Gross
Margin
Retailer program
discounts
Off-Invoice Discounts or Rebates
Prom
otional Price
discounts
Cost of Freight
Custom
Packaging
or displays
Cost of Programs
Package Returns Cost
Cost of Goods Sold
Service
Costs
Volum
e
Discount
Transactional and cost to
serve the customer
Target Price to
the customer
BasePrice
Segm
ent
Geography/Regions
Channel
Base value
of product
sold
Marketing Sales
Stated Price on
the customer’s
invoice
Actual Price
(less discounts
and cost to
serve)
Actual
Gross
Margin
56. We help brands find growth.
We make brand leaders smarter.beloved
brands
Planning Activity Calendar
Activities J F M A M J J A S O N D
TV Adv. (15 sec)
Print in Health Magazines (full page)
Digital Ads
Social Media Hits
PR in health Magazines
In-store Sampling
Event Sampling
Retail Blitz
Special Store Blitz
In store BOGO
Display Program
FSI Couponing Programs
Communications Sampling In store Coupons
Include a Planning Calendar to align everyone
57. We help brands find growth.
We make brand leaders smarter.beloved
brands
3-step process to building an Executional Plan
Creative Ideas
Advertising, PR, In-Store
Step One
Brand Team briefs all
agencies at the same time, in
the same room, outlining
brand strategies in the plan.
Step Two
Each agency presents their
ideas in the same room. Give
direction to each agency and try
to piece various tactics together.
Tactical Plan
Advertising, PR, In Store
Step Three
Agencies work together to align,
build on, enhance and narrow
tactics down, They then present
an aligned and consolidated plan.
Give Agencies 2-3 weeks to
come back with ideas, with high,
medium and low budget levels.
All Agencies work together
over 2-3 weeks to create a
complete cohesive plan.
Brand Plan
Vision, Issues, Strategy
With so many agencies, each working on their own, aligning
everyone becomes the hardest task to staying on strategy
58. We help brands find growth.
We make brand leaders smarter.beloved
brands
A plan is not complete without Project Management
Plans to make sure things happen.
Project Direct Sampling
Strategy Sampling moms to drive trial and convert to sales.
Owner Ryan Jones
Team Ryan, Stephanie, Stuart
Sponsor Steve Smith
Goals
Drive awareness/trial for new product, $1.5 million
in sales for Q2, re-enforce brand message in store.
Deadline In market March 20th
Milestones
• Retail calls Oct 5
• Select sampling vendor Oct 15
• Develop store list Dec 1st
• Sample production and shipping to stores
Hurdles
• Gaining retail acceptance
• Achieving added display
• Lining up sampling with advertising
Budget $500,000
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Setting S.M.A.R.T. goals for your plan
S
Measurable: How will you demonstrate and evaluate the extent to which the goal
has been met. Usually tracked versus last year, versus competitors, versus norms
or versus a milestone towards the end goal.
Achievable: Stretch and challenging goals with ability to achieve outcome. Use
action oriented verbs. We always say that the setting of major goals should scare
you a little, but excite you a lot.
Specific: State exactly what you want to accomplish, including who, what, where,
when, why? Focus on specific external results (sales, market share, performance
tracking, rating scores etc.) or major milestones towards the vision.
Relevant: How does the goal fit your responsibilities as well as fitting with your
strategy? Each strategy should have a goal linked to it, as well as a 5-10 year
goal tied to the vision, that can have year bound milestone goals.
Time-Bound: Set target “by when” dates that linked to major milestones or
completion deadlines. They should be broken out quarterly, annually or even 5 year
goals. Deadlines for projects, on air, in market, stage-gate timing.
M
A
R
T
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Using the S.M.A.R.T. goals to create a Brand Dashboard
for your team to monitor
Goal 2015 2016 Comment
Sales $25MM $30MM Continue 20% growth rate
Share 0.8% 1.2% New triple chocolate 0.5% share
Distribution 62% 72% Increase coming mainly from fixing specialty.
Awareness 33% 42% Below norm, 80% among niche, < 20% overall
Trial 34% 37% New flavors have helped drive trial
Repeat 4% 5% High quality taste converts high repeat
Gross Margin % 55% 57% Launching new premium line up.
Profit % 19% 15% Increased marketing spend in year 1 of launch
Ad Brand Link 62% 70% Building on current brand equity in TV ad
Purchase Intent 70% 70% Should hold strong as we trade up.
Customer Satisfaction 58% 60% Halo impact from new premium line up.
Freshness Index 12% 20% Increasing % sales from new launches.
You have to measure what matters
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Using net promoter score to measure connectivity
5
Highly Likely
4
Likely
2
Unlikely
1
Highly unlikely
3
Neutral
Net Promoter Score = (%who answer 4 and 5) - (%who answer 1 and 2)
(30 + 15) - (15 + 10) = + 20% net promoter
If you track on a quarterly basis you can measure the
trend line over the past 8 quarters
15%30%15%10% 30%
How likely are you to recommend Gray’s Cookies to a friend?
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Brand Plans should include a profit projection
Premium Price
• Perceived quality allows you to
command a price premium.
Trading up/down
• Take loyalists up to a better
premium-priced version of brand.
Lower cost of goods
• Economies of scale and use your
power over suppliers.
Efficient marketing
• Higher volume helps spend ratios,
use the media power.
Stealing Share
• Use brand momentum to gain
tipping point.
Higher usage
• Get loyal users to use more,
building routines/rituals.
Enter new markets
• Take brand idea to new products,
getting loyalists to follow.
Find new uses
• Increase the ways that your brand
can fit into the consumers life.
Price
Costs
Share
Market Size
Higher
Margins
Higher
Volumes
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Brand Plans should include a profit statement
2019 2020 2021
$ g% $ g% $ g% Comments
Net Sales 21,978 44% 27,354 24% 30,385 11% With 2 competitors launching, growth will slow to +11%
Cost of Goods Sold 10,333 40% 12,606 22% 13,237 5% New plant production has given lower cost of goods.
Gross Margin 11,645 49% 14,748 27% 17,148 16% Gross margins continue to make efficiency gains.
GM % 53% 54% 56%
R&D 346 3% 352 2% 360 2% Holding steady R&D flavor innovation budget.
Marketing Budget 5,528 22% 7,962 44% 8,850 11% Spending up in line with the sales forecast.
Ad Merchandisers 568 22% 855 51% 850 -1%
TV 1200 42% 900 -25% 1200 33% Increased budget as part of defense plan
On Line 233 3% 480 106% 900 88% Staying competitive with shift to on line.
Print 1355 22% 1050 -86% 1000 -100% Continued use of specialty health magazines
PR 59 15% 77 31% 200 160%
Sampling 500 4% 1200 140% 1400 17% Sampling is part of the mix to drive trial. Defense Plan.
Sponsorship 100 33% 500 400% 0 -100%
Research 200 55% 300 50% 500 67% Added tracking of two competitive launches.
Packaging 133 66% 100 -25% 50 -50%
Display 430 44% 1300 202% 1400 8% Lock up displays during the competitive launches.
Trade 750 1200 60% 1350 13% Increased trade spend to stay competitive.
Other SG&A 2,000 22% 289 -86% 989 242%
Contribution
Income 3,771 22% 6,145 63% 6,949 13% Gains coming from production efficiencies.
CI % 17% 22% 23%
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The profit statement starts with a sales projection
Forecast for 2015 $27,354 Current LE for the year.
Forecasted Gains Comments
Added Awareness $6,565 New consumers become aware of Grays
Higher Trial Rate 2,000 Using awareness and sampling to drive trial
Walmart listing 340 New food listing
C store Listing 200 Based on success of last year's test
New Innovation 1,500 Two new flavors in Q3
Forecasted Declines
Two New Launches 4,500 Ipsos predicted impact on Gray's
Lost spring displays 630 Cancelled displays to pay for defense plan
Discontinued flavors 430 Cutting two worst performers
Net Forecast for 2016 $32,399 Expected gain for 2016 will be +18% growth.
Following the drivers and inhibitors of your analysis, now build it it into your
sales projection. Start with last year’s sales result, then what are the
forecasted gains and declines, each with an explanation.
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For new products, use a comparable launch as the stake
in the ground, then explain differences
Stake in the Ground: Gray’s Allergy could be as big as Fred’s
Allergy in year 1, which was an 8% share and $80 Million in sales
Bigger Impact Lower Impact
• Expected to get 25% more A&P
support than Fred’s Allergy
• It has 24 hour claim, while Fred’s was
only 12 hours
• Doctor recommendation should add
25% more in sales
• A 4% dollar share in second month,
ahead of the 2% share Fred’s achieved
in second month.
• Market is a lot more crowded than it was in
2015 when Fred’s launched
• Launched in March, later than Fred’s, which
means we missed the Q1 sell in
• While it’s a new molecule, it really has very
little to say (decongestion claim)
• Launching at a significant price premium
could mean lower unit volume
Conclusion: Gray’s will be slightly bigger than Fred’s in Year 1.
We expect it will be 10% share and $100 Million in Sales
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A Brand Plan should also lay out a detailed brand budget
Activities 2019 2020 2021 Comments
Merchandisers Artwork 68 55 50 Merchandising went up significantly in 2015, we are expecting it to hold through 2016.
Signage 200 300 300
Fees 300 500 500
TV Advertising Production 350 0 350 We make a new TV spot every 2 years, needs re-fresh behind new message for 2016
Talent 50 50 50
Media 800 850 800 TV media holding at 800, as we shift some spend to online.
Digital Production 155 200 150 Decline is more that we are shifting to on line version of same creative.
Talent 100 100 100
Media 1100 850 750
On Line Production 50 100 100
Talent 15 20 80
Media 100 260 520 On line continues to grow as we look to online to target Healthy Proactive Preventers
Social Media 20 100 200 Using social media to connect to our most loyal users and creating a following for Gray’s.
Sampling Sample costs 100 300 350
Supplier 100 100 125 Both events and retailer sampling shown to drive a high conversion of trial to usage and
Event Costs 100 400 425 becoming a Loyal user. Major part of our defense plan to tie up sampling events
Retailer Costs 200 400 500 In Q1 to thwart the competitive launch.
Research Tracking 100 150 250 Significant increase due to tracking of two new competitors plus brand health study
Testing 100 150 250
Other Marketing Packaging 133 100 50
Sponsorship 100 500 0 Sponsorship did not pay out so it was cut to fund increases in sampling and online.
PR costs 59 77 200
Social Media Artwork 80 150 150 Display up significantly
Signage 200 350 400
Fees 150 700 850
Trade Marketing Coop/Display 750 1200 1350
MARKETING BUDGET 5480 7962 8850 Increased in line with sales growth. Contingency defense spend.
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Brand Plan definition summaries
Vision: The vision should answer the question, “Where could we be?” Put a stake in the ground that describes
an ideal state for your future. It should be able to last for five to 10 years. The vision gives everyone clear
direction. It should motivate the team, written in a way that scares you a little and excites you a lot.
Brand purpose: The purpose has to answer the question, “Why does your brand exist?” It’s the underlying
personal motivation for why you do what you do. The purpose is a powerful way to connect with employees and
consumers, giving your brand a soul.
Values: The values you choose should answer, “What do you stand for?” Your values should guide you and
shape the organization’s standards, beliefs, behaviors, expectations, and motivations. A brand must consistently
deliver each value.
Goals: Your goals should answer, “What will you achieve?” The specific measures can include consumer
behavioral changes, metrics of crucial programs, in-market performance targets, financial results, or milestones
on the pathway to the vision. You can use these goals to set up a brand dashboard or scoreboard.
Situation analysis: Use your deep-dive business review to answer, “Where are we?” Your analysis must
summarize the drivers and inhibitors currently facing the brand, and the future threats and untapped
opportunities.
Key issues: The key issues answer the question, “Why are we here?” Look at what is getting in your way of
achieving your brand vision. Ask the issues as questions, to set up the challenges to the strategies as the
answer to each issue.
Strategies: Your strategy decisions must answer, “How can we get there?” Your choices depend on market
opportunities you see with consumers, competitors, or situations. Strategies must provide clear marching orders
that define the strategic program you are investing in, the focused opportunity, the desired market impact and the
payback in a performance result that benefits the branded business.
Tactics: The tactics answer, “What do we need to do?” Framed entirely by strategy, tactics turn into action plans
with clear marching orders to your teams. Decide on which activities to invest in to stay on track with your vision
while delivering the highest ROI and the highest ROE for your branded business.
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Brand Plan format options
1. Brand Strategy Roadmap:
• This provides a long range view that should serve as a 3 or 5 year strategic plan. This plan
starts with the long-range vision, purpose and values, that should rarely change. It includes
the Big Idea roadmap to help define the brand. It includes the strategies and tactics that you
will execute over the next 3 to 5 years.
2. Annual “Brand Plan On a Page”:
• This covers all the necessary information for a 1-year brand plan. It starts with the Brand
Vision to help guide the plan, then the plan is divided into three distinct areas:
1. Analysis lays out sales and goals, then a summary from the deep-dive business review
2. Summation of the key issues and strategies
3. Executional Plans for the year that can steer everyone working on the brand.
3. Brand Plan Summary:
• A simple look at the financials, then the issues, strategies, goals and executional activities.
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Brand Strategy Roadmap combines the rough draft of
the long range plan elements with the brand idea map
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Rough draft worksheet of the brand strategy
Purpose
Vision
Values
Goals
To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a
mainstream cookie.
Consumer first, great taste, healthy, natural ingredients, fast-to-market, family
owned.
We want to help people re-discover the lost secret that the most amazing tasting
food is made of natural ingredients.
$100 Million brand by 2020, become a mainstream brand, increase usage, longer
term penetration gains.
Strategy
Key
Issues
1. How do we tighten the bond with our most loyal brand lovers?
2. How do we balance driving penetration and usage frequency?
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
4. How do we leverage “guilt free” idea across new food categories
Build community
of Brand Lovers
Explore new
food categories
Leader of healthy
cookie segment
An alternative to
mainstream cookies
Tactics
• Social Media to
connect brand lovers
• Surprise and delight
program to most
loyal
• Geographic
expansion
• Drive penetration
using advertising &
nutritionist PR
• Continue to attract
new users to Gray’s
• New flavor
launches
• Dominate every
store shelf
• Attack competitive
entries
• Leverage influence
of brand lovers
• Build “guilt free”
idea
• Innovation
focused on new
segments
• Early trial with
brand lovers
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The brand idea is the bridge between brand and consumer,
that aligns everything around the 5 consumer touch-points
Take control of your
weight by replacing
your favorite snack
with Grays.
Real life stories that
show women living
“All the pleasure.
None of the guilt.”
We never sacrifice
on taste so you won’t
have to sacrifice
your cookie.
Interrupt purchase
routine to set up
Grays as the
better alternative.
Celebrate weight
loss results to
empower you to
stay in control.
Consumer
Brand
Brand
Promise
Brand
Story
Happy
Experiences
Purchase
Moment
Innovation
Ideas
Gray’s are
the best tasting
yet guilt free
pleasure that
a cookie has
ever seen
Product
Development
Packaging
Logo/Slogan
Advertising
and Media
Sales
and Retail
Culture
and Operations
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Brand strategy road map for the future
Promise: Experience:Innovation Purchase MomentStory:
Vision:
Purpose:
Values:
The Brand Idea: Grays are the best tasting yet guilt free pleasure
Build community of
Brand Lovers
Explore entering new
food categories
Leader of healthy
cookie segment
Become alternative to
mainstream cookies
To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie.
We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients.
Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned.
Goals:
Issues:
Strategies
Tactics
$100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.
1. How do we tighten the bond with our most loyal brand lovers?
2. How do we balance driving penetration and usage frequency?
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
4. How do we leverage “guilt free” idea across new food categories
Take control of your
weight by replacing
your favorite snack
with Grays.
Real life stories that
show women living
“All the pleasure. None
of the guilt.”
We never sacrifice
on taste, you won’t
have to sacrifice
your cookie.
Interrupt purchase
routine to set up
Grays as the better
alternative.
We hope your
weight loss results
empowers you to
stay in control.
• Social Media to connect
brand lovers
• Surprise and delight
program to most loyal
• Geographic expansion
• Drive penetration using
advertising & nutritionist PR
• Continue to attract new
users to Gray’s
• New flavor launches
• Dominate every store
shelf
• Attack competitive entries
• Leverage influence of
brand lovers
• Build “guilt free” idea
• Innovation focused on
new segments
• Early trial with brand
lovers
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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.
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 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.
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The Brand Plan Summary
Key Issues Strategies Goals Plans and Activities Timing
What’s the priority choice
for growth: find new users
or drive usage frequency
among loyalists?
Continue to attract
new users to Gray’s
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.
• Use Advertising and in-store sampling to drive
awareness and drive trial of the new Grays.
• Use sales story that any new “healthy”
cookies should displace under-performing and
declining unhealthy cookies.
• New advertising running Q1/
Q2.
• Sampling in Q2
• Shelf re-alignment in Q3. Blitz
in Q4.
Where should the
investment/resources
focus and deployment be
to drive our awareness
and share needs for
Gray’s?
Focus investment on
driving awareness and
trial with new
consumers and
building a presence at
retail.
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%.
• Spend mix will be 80% on driving trial. Loyalty
play through innovation and social media.
• Launch two new flavors in Q4/15 & Q4/16.
• Drive trial throughout the year.
Specific loyalty play in Q3.
• Launch new flavors in Q4
How will we defend Gray’s
against the proposed Q1
2014 ‘healthy cookie’
launches from Pepperidge
Farms and Nabisco?
Build defense plan
against new entrants
that defends with
consumers and at
store level.
Hold dollar share during competitive
launches and continue to grow 11%
post launch gaining up to 1.2% share.
Target zero losses at shelf.
• Competitive Defense Plan with pre-launch
sales blitz to shore up all distribution gaps. At
launch, heavy merchandising, locking up key
ad dates and BOGO. advertising, couponing
and in-store sampling.
• New creative Q3.
• New merchandising Q4.
• Coupon and in-store Q4.
Brand Vision: To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2020.
2015
%
growth
2016
Plan
2016
LE
%
growth
2017
Plan
%
growth Comment
Sales 60 3% 63
37
67 12% 62 -2% Strong growth, but facing new competitors in 2017
GM 35 8% 37 40 13% 37 0% Holding on margins.
GM% 56% +2 pts. 58% 59% +1 pt 39% Holding steady on price and margins.
Mkt. Budget 15 +22% 16 16 7% 18 14% Increased budget to defend against new entrants
CM 20 1% 21 24 18% 17 -12% Profit hit, due to defense spend.
CM % 33% +2 its 33% 35% +2 pts 30% -5% Margin hit due to defense plan.
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Plan Consistency and Flow: “Finding Tubas”
• A good Brand Plan must have a consistency from the vision all the way down to the execution.
Think of an orchestra playing in perfect harmony—everything playing the same song. When
you write something that doesn’t fit, it stands out like a “Tuba” player, trying to play his own
song. This is a misfit to the plan.
• Go through your Brand Plan and see if you can spot the misfits. Is your mission to drive trial
and you aren’t sampling? If you want to be the “category leader in innovation” then why are we
not launching any new products till 2023? If your vision is “to become #1” why do we not have a
growth or share goal? Why are you not investing?
• The worst “Tubas” are those elements of the plan that seem to “die a quick death” in the
document or they “come from out of nowhere” with no insight or set up. Senior Managers
are skilled at finding Tubas—it can de-rail a plan when they find them before they do.
Vision GoalsTacticIssues S T R A T E G Y
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Strategy starts with making choices
Vision
The Power of 3’s
Vision
3 strategies x 3 tactics
means 9 major projects
7 strategies x 7 tactics
means 49 major projects
Strategy
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
Strategy
Tactic
Tactic
Tactic
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Gray’s Medical Equipment Brand Strategy Roadmap
:
Vision:
Purpose:
Values:
Drive awareness &
consideration of a
unique brand
Create a smart
infrastructure to
drive efficiencies
Establish a strong
Franchise Network in
every community
Have the POWER of a strong national brand that stands out, supported by the AGILITY of an aligned, focused and profitable
franchise network that has close local ties into every community in Canada.
Our personal motivation comes from witnessing the change in the lives of our clients as their newly discovered mobility,
accessibility and independence allows them to accomplish more than they ever thought possible.
Client first, expert advice, open and honest, our people make the difference, partners in the community.
Goals:
Issues:
Strategies
Tactics
Increase Franchise Network, drive brand awareness, drive sales growth and profitability within the system.
1. How do we drive awareness for the new positioning to differentiate Gray’s in the marketplace?
2. How do we create an aligned, fully trained, committed and profitable franchise network of 75 strong?
3. How do we fix the infrastructure, including uniform localized branding, IT, shared operations and purchasing?
4. How do we launch into the authorizer marketing? Should we enter hospitals?
5. How do we create a values driven Gray’s culture, consistent across all markets?
• OT presentations
• Target Universities
• Ads to Caregivers
• Align with funding
agencies
• Franchise Training
• Consistent branding
• Planograms and
Merchandising
• New franchisees
• ERP network
• Supply Chain
Management
• Best practice sharing
• New Products
• Explore innovative
partners
• Service Values
• HR policies
• Share wow stories
Promise:
We’ll be the Helping
Hand to finding
your clients the right
mobility solution
Experience:
While you are going through
something stressful, we want
to make the experience as
easy as possible for you.
Story:
Our people make the
difference, so it is easier
for you to make the right
decision on your mobility.
Innovation:
We stay aware all the
regulations and rules related
to medical equipment,
funding and assistance.
Brand Idea: Gray’s Medical Equipment is the helping hand to your mobility solutions
Purchase Moment:
We use our knowledge of
the insurance industry to
make things less stressful
for you at this stressful time
in your life
Explore new
business through
channels & services
Create a MEDIchair
culture to deliver
the brand promise
Service
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Promise: Experience:Innovation Purchase MomentBrand Story:
Vision:
Purpose:
Values:
Strategies:
Tactics:
Brand Idea: Apple makes technology so SIMPLE that everyone can be part of the future
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 way we think, so we
can make technology simple enough for everyday people to embrace.
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.
• Increase size options
• Improve tech experience
• Win on design
• Launch watch to catch up
Regain smart phone
leadership
Higher service to
tighten community
Build cloud
community
Geographic focus
into China
• Specific Chinese products
• Brand building program
• New retail space
• Build e-commerce program
• Integrate retail purchasing.
• Explore automated cars.
• Explore acquisition into
social media programs
• Take more services online,
• Maintain face to face.
• Increase Apple U courses
• Increase retail footprint.
Apple Brand Strategy Roadmap
79. We help brands find growth.
We make brand leaders smarter.beloved
brands
Summary of learning on Brand Plans
• We start with five core planning questions 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? These five questions set
up the essential elements of the brand plan with the analysis, key issues, brand vision,
strategies and marketing executional plan.
• To set up the vision, think of 5 to 10 years out and begin painting the perfect picture of what
you want your brand to be. Then brainstorm the issues in the way of the vision, framed as a
strategic question.
• From there, line up the strategies to answer the key issues and develop executional plans. We
recommend a maximum of 3 strategies for an annual plan, and 3 tactics per strategy for a
total of 9 major projects per year. The tactical choices must line up to the strategy, never
randomly selected without a strategy.
• A smart plan should include executional plans to align and help control those who will execute
the plan. You should include a budget, calendar and project plans.
• Bringing the plan together, I recommend leveraging a five-year brand strategy road map and a
one-year annual brand plan.
80. We help brands find growth.
We make brand leaders smarter.beloved
brands
Our brand management
training program
1. Why being a beloved brand matters
2. How to think strategically
3. Defining your brand positioning
4. Aligning everything around your brand idea
5. Building a brand plan everyone can follow
6. How to write a smart Creative brief
7. How to run the advertising process
8. How to make creative advertising decisions
9. How to make media decisions
10. Deep-dive analysis of your brand
11. Brand Finance
12. Managing your brand career
Brand Positioning
beloved
brands
81. Our new book: Beloved Brands
We help brands find growth.
We make brand leaders smarter.beloved
brands
The playbook for how to build a
brand your consumers will love.
• 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
• Finance 101 for marketers
“Beloved Brands is the book every CMO or would-be CMO should read.”
Al Ries
82. Graham Robertson of Beloved Brands
We help brands find growth.
We make brand leaders smarter.beloved
brands
Graham Robertson is one of the voices of today's brand leaders. As the
founder of Beloved Brands, he has been a brand advisor to the NFL Players
Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train
some of the best marketing teams on strategy, brand positioning, brand plans
and advertising. Graham's purpose is to use is marketing experience and
provocative style to get marketers to think differently about their brands, and
to explore new ways to grow.
Graham spent 20 years leading some of the world's most beloved brands at
Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP
Marketing. Graham played a significant role in helping win Marketing
Magazine's "Marketer of the Year" award. He has won numerous advertising
and innovation awards including Businessweek’s best new product award.
As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds
around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full
of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his
weekly blog stories have reached millions of marketers, who are trying to improve their skills.
His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book
as a playbook to help build the brand they work on. And, it serves as a brand management textbook for
business schools in the US, Canada and UK.
Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking,
so you can unlock future growth for your brand.