We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
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.
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.
Feel free to download the White Paper that explains how the more love for a brand creates brand power and profitability. Takes you through the 4 stages of a brand.
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.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
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.
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.
Feel free to download the White Paper that explains how the more love for a brand creates brand power and profitability. Takes you through the 4 stages of a brand.
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.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Workshop on How to Think Strategically.
We teach brand leaders to think strategically. We show them how to ask the right questions before seeing solutions, how to map out a range of decision trees that intersect and connect by imagining how events will play out. We take them through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We look at strategy from a competitive position, consumer connectivity, core strength and situational
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop 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
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
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.
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
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.
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/
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.
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/
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.
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.
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.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
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/
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.
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
Workshop on How to Think Strategically.
We teach brand leaders to think strategically. We show them how to ask the right questions before seeing solutions, how to map out a range of decision trees that intersect and connect by imagining how events will play out. We take them through the 7 elements of good strategy: vision, opportunity, focus, speed, early win, leverage and gateway. We look at strategy from a competitive position, consumer connectivity, core strength and situational
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop 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
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
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.
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
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.
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/
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.
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/
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.
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.
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.
A look at all four levels of marketing from ABM to BM to Marketing Director up to VP/CMO. Advice from a Senior Executive on what it takes to be a great assistant brand manager and a great brand manager. It's a great career and I hope some of the information can inspire you to be as great as you can.
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/
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.
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
The more loved a brand, the more powerful the brand and in turn, the more profitable the brand. This will help the brand manager be better at driving profit for their brand.
Workshop for Brand Leaders to make them smarter at media planning and help them make better decisions with their Brands. We help the Brand Leader look at media as an investment within the planning process, assess media’s role in your advertising, and show strengths/weaknesses of both traditional and digital media.
Workshop to 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.
Mẫu Thiết kế Brochure Thẩm mỹ viện Mắt NgọcSaoKim.com.vn
Mẫu Thiết kế Brochure Thẩm mỹ viện Mắt Ngọc do Sao Kim thực hiện với dung lượng 8 trang.
Xem ngay các dự án thiết kế brochure được nhiều khách hàng lựa chọn nhất: https://www.saokim.com.vn/dich-vu/tai-lieu-marketing/thiet-ke-brochure/
Liên hệ để được tư vấn thiết kế brochure trực tiếp ngay hôm nay: 0964.699.499 (Chuyên gia Nguyễn Tuấn Hùng)
Customer Segmentation for Retention StrategyMelody Ucros
IE Business School
Marketing Intelligence Project by Group F:
Melody Ucros
Jina Kim
Andrea Blasioli
Adedeji Rodemade
Fergus Buckey
Alex Kyalo
Louis Rampignon
Data Source: http://archive.ics.uci.edu/ml/datasets/online+retail
Sales forecasting in the pharmaceutical industry involves predicting future sales based on historical data, market trends, and other relevant factors. It helps companies estimate product demand, plan inventory, allocate resources, and set realistic sales targets. Factors such as regulatory changes, competition, and healthcare trends influence these forecasts. Accurate sales predictions enable pharmaceutical companies to optimize production, manage supply chains efficiently, and adapt strategies to meet market demands, ultimately contributing to business success and effective healthcare product distribution.
Big Data = Big Business Problem. Big Business Problem = Big Business Opportunity. The Cloud Changes the way Customers adopt services and the Channel doesn't provide what the cloud requires (today). 3 things that you can do the accelerate adoption of your Cloud based Business Continuity Services.
To share the learnings I had from the course –
Supply Chain Analytics Essentials
by
Dr.Yao Zhao,
Professor in Supply Chain Management
Rutgers Business School
(Rutgers the State University of New Jersey)
Offered through Coursera.
Thanks to TamilNadu Skill Development Corporation
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/
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?
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.
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.
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.
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
How to 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!
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.
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.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
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It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
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Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
2. Forecasting Techniques
“Do you think the weather will stay like this? No, I don’t.
This is earth. It’s a variable temperature planet.”
Jerry Seinfeld
3. Why Do Forecasting? Basic Needs of Business.
• Forecasts are a basic need of running a company. It handles the basic ebb
and flow of demand to match it up against the product supply to ensure
we can meet the customer needs.
• Supply Chain may be defined as “flow of materials through procurement,
manufacturing, distribution, sales & disposal”. The supply chain is the
network of organizations that are involved through upstream and down
stream linkages, in different processes and activities that produce value in
the form of products and services in the hands of the ultimate customer.
• You can actually win via supply chain. If you are more efficient/faster
than your competition, you can deliver a better product, meet more needs
and beat them because you can forecast and deliver better. Wal-Mart
wins with this strategy. They sell their merchandise through in 28 days vs
paying for it in 30, whereas their competitors like Sears take 130 days to
sell through the merchandise.
4. Who is Impacted By the Forecast?
Forecasts send a signal to the entire organization:
• Senior leaders or Owners: watch the forecasts and make decisions on
performance, potential changes in strategy or tactics and potential for
added or less investment. Potential course corrections.
• Outside Investors: watch the overall projection of sales delivery to
determine whether the company or brands are worthy of investment.
• Senior Management: Supply Chain who meets demand and will buy
materials, hire staff, etc. Sales Management who align with core
customers, hire, train and motivate the sales staff.
• Functional Areas of the company, so they can do their roles effectively:
Marketing, Sales, Finance, Production, Supply chain
5. Actions Impacted by Forecasting
• Plans: Develop future plans, Plan for the future by reducing
uncertainty, Anticipate and manage change, Increase communication and
integration of planning teams
• Finance: Make best use of scarce resources, Plan cash flow to prevent
shortfalls, Support business financial objectives, Project costs of
operations into budgeting processes
• Service: Anticipate inventory and capacity demands and manage lead
times, Improve competitiveness and productivity through decreased costs
and improved delivery and responsiveness to customer needs
6. Why Measure Forecast Accuracy
• Customer service: Safety stock is used to enable the company to
maintain satisfactory levels of customer service. Safety stock also allows
you to handle any variance due to unpredictable market forces or even
the potential of a competitive response.
• Efficiency: It’s much more efficient to stabilize the manufacturing
process, which enables you to make bulk materials costs, as well as
maintain a steady workforce at the plant. Also, maintaining efficient
transportation and logistics costs.
• Planning: Forecasting comes at a cost. There are optimal safety stocks
that are balanced off by the cost of the inventory. High cost of goods on
slower moving items puts the company in a higher risk position.
• Correct causes of problems: The highlighting of the problems enables
companies to mobilize against the variances.
7. The Three C’s of Forecast Management
Communication
• Good written, verbal, and e-mail communication among functions. As the
leader, it’s important that you be the stabilizing force in a potential battle
of confusion or conflict. Ask probing questions and lay out your thinking.
One of the best questions to ask is “so what’s really changed” and you
might find that slows down and forces people to think it through.
Coordination
• The formal structure and required meetings. You should be leading a
cross functional team of supply chain, sales, finance, all with key stakes in
the outcome of your forecast.
Collaboration
• Between the forecasting function and the other functional areas that use
the forecast. Make sure everyone is on the same page, is aware of the
decisions and the logic that went into the decisions.
8. Types of Forecasts
Intrinsic—based on historical internal patterns of the data itself from
company data
Product life-cycle management
Planned price changes
Changes in the sales force
Resource constraints
Marketing and sales promotion
Advertising
Extrinsic—based on external patterns from information outside the company
New customers
Plans of major customers
Government policies
Regulatory concerns
Economic conditions
Environmental issues
Global trends
9. General Methods of Forecasting
Qualitative—based on intuitive or judgmental evaluation. Qualitative
forecasting techniques are subjective, based on the opinion and judgment
of consumers, experts; appropriate when past data is not available. It is
usually applied to intermediate-long range decisions.
Informed opinion and judgment
Delphi method: relies on a panel of experts.
Market research
Historical life-cycle Analogy.
Quantitative—based on computational projection of a numeric relationship.
Quantitative forecasting models are used to estimate future demands as a
function of past data; appropriate when past data is available. It is usually
applied to short-intermediate range decisions.
Time Series: Simple Moving Average , Weighted Moving Average and Simple
Exponential Smoothing
Last period demand
Arithmetic Average
Multiplicative Seasonal Indexes
10. Thoughts on Forecasting
Understand How Your Brand works: Every brand works a little bit different,
and before you even dig in, you have to understand the impact on forecasting.
Is it seasonal business?
Do orders come steady or in major fluctuations?
Is it contract driven? (unpredictable results)
Does your product have high COGs or high margins?
What’s the life expectancy of your product?
Is the competition fierce or passive?
Role of your brand within the company
State of the overall business: Is there a push on? Quarterly
pressures?
11. Understand Your Brand And the Role within the Company
• High Margins vs High COGs: If your brand has high margins, missing a sale can be
very expensive relative to the cost of carrying the inventory. Conversely, lower
margin products have high carrying costs.
• Life of the Product: If you have a longer life, you can also afford to bring in the
inventory because carrying it has less risk. However, shorter life product drives the
risk up as you might have a lot of wasted product.
• Sku Mix: When you have lots of skus, the lower selling skus carry a risk to your
mix, they may also be very difficult to forecast. Conversely, having very few skus
could also drives up the risk because all the sales rely on very few skus.
• Customer Mix: Broad customer base allows you to have a balanced approach. A
narrow customer base drives up the risk, because missed sales are difficult to cover
off. Puts the brand at the mercy of fewer customers.
• Sales Patterns: Steady sales are easier to forecast and maintain inventory against.
The irregular or infrequent sales makes it more difficult and drives up the risk of
carrying extra inventory—which could go out of date before the next order.
• The Economy: Understand where your brand sits in the economic life—is it a lead
indicator (construction) or a trailing indicator (consumer goods)
12. Seasonality
There is more seasonality than you might think: There are three types of
seasonality to understand. 1) Real Seasonality driven by customer needs
(Allergies, xmas, spring/fall) 2) Driven by Financials (Year End, New Budgets
etc) 3) Driven by Habit (this is when we always do it)
TV Business
Father’s Day
Back to School
New TV Launch
Boxing Day
How Many of
These Blips Are
Real vs Created?
13. High Medium & Low: Optimistic, Realistic & Pessimistic
• “What if”: One of the more useful exercises, even for yourself, is to do the
calculations by changing the major variable with options of “what if” that
are optimistic, pessimistic and somewhere in the middle.
• Show your work: just like on a grade 9 math test, you get extra marks for
showing your work and allowing others to see what your actual thinking
was that went into your assumptions.
• Communicating upwards allows your boss to see your logic and help make
the decision on the direction they wish to take. They may see other
constraints or issues and bring those into the decision.
• Communicating with supply chain, your logic on the high, medium and
low allows them to make a judgment call around production, whether to
bring in extra safety stock to cover the upside potential or ensure they
don’t carry too much.
14. Forecasting Techniques: Moving Averages
• Simple Moving Average is the un weighted mean of the previous data
points.
• If the data used are not centred around the mean, a simple moving
average lags behind the latest data point by half the sample width. It can
also be disproportionately influenced by old data points dropping out or
new data coming in.
• One characteristic of the SMA is that if the data have a periodic
fluctuation, then applying an SMA of that period will eliminate that
variation (the average always containing one complete cycle). But a
perfectly regular cycle is rarely encountered.
15. Forecasting Techniques : Weighted Moving Averages
• Weighted moving average (WMA) has the specific meaning of weights
that decrease in arithmetical progression. In an n-day WMB, the latest
day has weight n, the second latest n-1 etc down to one.
• The exponentially smoothed moving average addresses both of the
problems associated with the simple moving average.
The exponentially smoothed average assigns a greater weight to the
more recent data. Therefore, it is a weighted moving average.
But while it assigns lesser importance to past price data, it does
include in its calculation all the data in the life of the instrument. In
addition, the user is able to adjust the weighting to give greater or
lesser weight to the most recent period's shipments
17. The Analytics: Get Smarter Before You Estimate
Forecasting is a judgment call. It is a “guess-timate”. But some people’s
guess are better than others—likely based on the knowledge they gain. The
Best Analysis You Can Do:
1. Have your Finger on the pulse of the business, knowing specific shares, daily
sales rate, major customer issues, competitor moves and even key deadlines.
2. Five questions that can help Frame your thinking: 1. What do we know? 2.
What do we assume 3. What we think? 4. What do we need to find out? 5.
What are we going to do?
3. Force Field Analysis focuses on the factors driving growth balanced against
factors inhibiting the brand’s growth.
4. One of the best ways is to put a stake in the ground, borrowed from
something you think is similar and then map out the plus and minus in relative
proportion.
5. Use the Brand Funnel to help drive the brand math, mapping it out from
Awareness to Purchase and Repeat.
Keep in mind the relative nature of analysis and always leverage something at
the core to draw the comparisons.
18. • Most marketers think that Monthly reports or roll-ups are a chore. Even at
the VP level, I did up my own monthly summary as a discipline to give me
the gut check to know the ebbs and flows of the business.
Know the Pulse of the Business—Write a Summary Each Month
Market Shares
Daily Sales
Contract
Deadlines
Customer
Issues
Price
Changes
Product
Launches Global
Sales
Economic News
Sales force
Feedback
As the leader, take all the information,
decipher it down to a story and steady the ship.
Trial &Repeat
Investment Level
Program
Performance
19. Key Information Needs That Can Impact Forecasting
• Market Data: category size and growth rate, share and growth rates for
each brand, average prices etc. or any expected changes to the market.
• Market Information: Major Trends, Competitor Activity,
Consumer/Customer shifts, changes to the Channel, Technology
changes.
• Economic Indicators: GDP growth rates, Import/Export, Unemployment
rates, Inflation Rate/CPI, Interest Rates, Housing Starts, Government
Investment
• Underlying Brand Funnel Data: Awareness, Consideration, Trial,
Purchase, Re-Purchase, Loyalty/Usage frequency.
• Competitive Information: Launches, price changes, promotional
activity, channel changes, discounts, advertising, stated goals.
20. 1. What do we know? This should be fact based and you know it for sure.
2. What do we assume? Your educated/knowledge based conclusion that
helps us bridge between fact, and speculation
3. What we think? Based on facts, and assumptions, you should be able to
say what we think will happen.
4. What do we need to find out? There may be unknowns still.
5. What are we going to do? It’s the action that comes out of this thinking.
• It forces you to start grouping your learning, forces you to start drawing
conclusions and it enables your reader to separate fact (the back ground
information) from opinion (where you are trying to take them)
5 Questions to Help the Thinking Time: What Do We Know?
Example of how it works:
What do we know: purchase frequency has decreased.
What do we assume: Economy making consumers to use less
What do we think: Fear making consumers conserve.
What do we need to find out? Would lower cost drive frequency.
What are we going to do? Launch 8 count test market.
21. • The simplest analytical model can help to give you a point in time look at the
issues. There are two things: things that drive and things that inhibit.
• This model helps you do a few things: 1) helps to give you a simple assessment
of how well the brand or project is doing 2) helps you to isolate where your
issues lay 3) simple list of what you need to fix.
• The simplicity is of the model is that you want to stop doing the drivers and you
want to overcome the inhibitors.
Drivers Inhibitors
New Flavours provide variety
New advertising drives usage
Awareness growing
FDM front end distribution doing ok
Poor Convenience Distribution
Repeat is declining
Price Point Too High
Younger target very fickle
Force Field Analysis focuses on the Factors driving growth
balanced against factors holding you back.
22. The Stake in the Ground: A Comparison Measure
• Find a comparative stake in the ground, which will help you to make
comparisons—either above or below that stake in the ground.
• Examples could include last year’s sales, a competitive brand, a similar
program or contract from the past, or a different geography extrapolated to
the size of the market, market research projections
The + or – Analysis
• Put together a chart that shows how it might be bigger or smaller then the
stake in the ground projection.
Bigger Impact Lower Impact
Examples:
We have a relatively bigger share
More advertising dollars
Consumers like that flavour better
It has a unique positioning
More doctor support
Example:
We are last in the market.
Pricing is lower.
Not as much consumer appeal.
Canadians don’t like that flavour.
We are 4th in market.
Put a stake in the ground: Map reasons why it’s bigger or
smaller than the stake.
23. Example of Making Projections
• Brand X is a new molecule in the medical market It is a new brand
that brings new hope for doctors and pharmacists
Stake in the Ground: Brand X could be as big as Y 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
then what Brand Y got
• It has 24 hour claim while Brand Y was
only 12 hours
• Doctor recommendation should add 25%
more in sales
• A 4% dollar share in month two, ahead
of the 2% share Brand Y got.
• Market is a lot more crowded than it was in
2005 when Y launched
• Launching in March, which means we missed
the Q1 sell in
• While it’s a new molecule, it really has very
little to say (congestion)
• Launching at a significant price premium
Conclusion: Brand X will be slightly bigger than Brand Y in
Year 1. It will be 10% share and $100 Million in Sales
24. Using the Brand Funnel can help to do the Brand Math.
• Leveraging the brand funnel, you can do the math.
Purchase: 2.5 Million x $5 = $12.5 Million
Repeat: 1 Million x $5 $ 5 Million
Loyal: 200K x $5 $ 1 Million
TOTAL $18.5 Million
Assumptions 10 Million ppl @$5 per item
Awareness 90% 9 million aware of it
Familiar 75% 7.5 million familiar
Consider 50% Half the people consider it.
Purchase 25% 2.5 million buy it at $5 per
Repeat 10% 1 million buy it a 2nd time at $5
Loyal 2% 200k buy a 3rd time at $5
25. Last
Year
Other
Brands
Category
vs Norm
Plan
Or LE
Prior
Month
Data
Point
While we get paid in real dollars, good analysis is rooted in a
relative nature to something else.
What do we usually make
comparisons with:
• You might want to look
at all these things and
like an investigator, start
to see if there are breaks
that start to tell a story.
• If no data break, then no
need to blindly keep
telling the story using
that anchor.
27. What’s involved in the Brand’s Annual Financial Forecast?
• Sales: Project the growth rate for the year, and break it out on a quarterly
basis, and then depending on the business a monthly sales forecast.
• Market Share: This is like showing your work on the math test. It’s
important that you map out the category size with related market share
movement that helps to back up the sales call.
• Product Costs: Roll up of plant manufacturing costs, related to the
materials, production, shipping. Brands heavily reliant on materials that
fluctuate on costs should flag the risk potential.
• Marketing Spend: Mostly incremental spend by activity versus last year.
It could be to support new product launch, an awareness building
campaign or a defensive spend versus a competitor. Where it’s not
incremental, you could do a specific test market with spend or use a
comparable brand as a reference point.
• Other Forecasts: Overhead, Headcount, Seasonal needs, R&D costs,
Partnerships or Royalties and one-time investments that could be
capitalized.
28. Approaches to Financial Forecasting
Historic Trend
• Useful only with at least a two years of historic data
• Requires relatively stable sales or growth (doesn’t work too well if sales
spiking or plummeting)
Share of Market
• Very difficult without market research
• Need to know buyer incentive to get market share
• Need to know buyer loyalty
Pro Forma
• Applies to new product/service forecasts
• Requires a lot of assumptions and margin for error
• Strongly recommended to do a low/mid/high forecast
• Anticipate low, be able to deliver high
29. What to do with your forecast?
Sensitivity Analysis
• A very good practice to test for the strength of forecast and its assumptions
• Assume that a key component/driver of the forecast is wrong by
10/20/30, even 50%. What happens?
Break even calculation
• Identify what amount of sales in $/units are required to break even on
investment/running costs
Risk Modeling
• Identify what are the sunk costs of product/project/company
• Determine at what point is there sufficient incentive to go ahead and proceed:
sufficient demand/orders, economies of scale, timing with a marketing
campaign
• How much do you need to spend in market research to increase certainty by
X%? Determine if it worth the opportunity cost of the research to avoid higher
losses
30. Zero Based Forecasting—start fresh each year
• Zero Based Budgeting (ZBB) is a method of budgeting which requires
you to justify all planned expenditures for each of your new business
period. It defers from traditional incremental methods which may only
require you to explain the amounts you need in excess of the previous
period's funding.
Unique characteristics
• Requires you to justify and prioritize all activities before allocating any
resources.
• All your business forecasts should start from a zero base by justifying all
expense requests in complete detail. The zero base is indifferent to
whether the total forecast is increasing or decreasing
• Requires you to group all relevant activities into decision packages. You
justify each in terms of the companies’ overall business objectives.
31. Zero Based Forecasting—Pros and Cons
Advantages
• Results in efficient allocation of resources as it is based on needs and
benefits
• Drives managers to find out cost effective ways to improve operations
• Helps Detects inflated forecasts
• Identifies and eliminates wastage and obsolete operations.
• Can encourage managers to look more critically at the way in which
services are provided.
Disadvantages
• Difficult to define decision units and decision packages, as it is very time-
consuming and exhaustive.
• Forces you to justify every detail related to expenditure. As a result
activities like research and development are threatened whereas
activities like production benefit.
32. 2008 2009 2010
Price
Increase
Net Sales 21,978 24,616 27,569 30,326
Cost of Goods Sold 12,866 14,925 17,313 17,313
Gross Margin 9,482 9,862 10,256 13,013
43% 40% 37% 43%
Total SG&A 3,444 4,202 5,127 5,127
Contribution Income 5,763 5,244 4,772 7,886
26% 21% 17% 26%
• By increasing the price by
10% and holding units
steady, we see profit go up
to $7.8 Million. The risk is
that volume could go down.
• By cutting spend, we see
that profit goes up to $6.8
Million. The risk is that the
overall volume and sales
level could go down.
Pro Forma Financial Statements: Changing One Factor at a Time
2008 2009 2010 Cut Spend
Net Sales 21,978 24,616 27,569 27,569
Cost of Goods Sold 12,866 14,925 17,313 17,313
Gross Margin 9,482 9,862 10,256 10,256
43% 40% 37% 37%
Total SG&A 3,444 4,202 5,127 3,444
Contribution Income 5,763 5,244 4,772 6,812
26% 21% 17% 24%
33.
34. There’s Eight Areas on the P&L that you need to dig in
to uncover the story.
Pricing Price cut? Customer discounts to drive volume?
Trading Up/Down Product Mix Changed? More lower margin sales?
Product Costs COGs went up due to supplier or materials?
Marketing Costs Spend is up? Launching? Stealing share?
Stealing Other Users Investing to steal competitive users? Defensive stance?
Get Users to Use More Discounts to encourage volume per customer?
New Category Investment to Enter into a new category?
New Uses Education investment on potential uses?
The Good News: to simplify your thinking and make it easier on you,
these are Eight key Levers of the P&L that you need to focus on.
1
2
3
4
5
6
7
8
36. Laws of Forecasting
1. Forecasts are always wrong. The only question is "how wrong is it?" The goal
is to get it accurate enough that it doesn't hurt the business too much when it
is within its normal variation. That can usually be accomplished either through
better forecasting methods or changes to the business to make it less sensitive
to a bad forecast.
2. Correct forecasts are not proof that the forecast method is correct. It could
have been luck. Don't just look at the results, look at the methodology.
3. All trends eventually end. No matter how accurately the trend is forecasted, at
some point in the future it will be wrong. Consider what might cause a trend
to change (seasonality, new competition, saturated market, etc.) when
evaluating a forecasted trend.
4. Complicated forecast methodologies can be dangerous. Simple forecast
methods are easy to explain, understand, analyze and debug. Complicated
methods tend to obscure key assumptions built into the forecast, which can
lead to unexpected failures.
5. The underlying data in the forecast are nearly always wrong to some degree.
It is just a question of how far off it is. Therefore, the more data that is in the
forecast, the more likely some important error will be missed.
37. Laws of Forecasting
6. Data that has not been regularly used is almost useless for forecasting Data
quality is usually directly proportional to the amount it has been used.
Without regular usage, errors remain undetected and inconsistencies develop.
It's better to use solid data in a forecast even if additional assumptions have to
be made in order to use it.
7. Most forecasts are biased in some way -- usually accidentally. It is very
difficult to eliminate all bias in a forecast, since the forecaster always has to
make certain assumptions about which factors to include, how strongly to
weight them, and which to ignore. And sometimes the bias is intentional.
8. Technology will not make up for a bad forecasting strategy. Create an
appropriate strategy first, then use the technology to make it better.
9. Adding sophisticated technology to a bad model makes it worse. If the model
is bad, anything you add to it -- statistical methods, time-series methods,
neural networks, etc. -- will make it worse. And it will be more difficult to
figure out what is going wrong.
10. Large numbers are easier to forecast than small ones. Everything gets easier
as the numbers get bigger. A forecast of unit sales where there is an average of
1,000 units sold per month is a lot easier to get right than one where average
sales are 2 per month.
38. Summary Tips for Being Better at Forecasting
Know your Business: Monthly Report is Good Practice.
• As the leader you need a finger on the pulse of the business. You should know the
underlying key performance indicators, match those up to the in-market realities
of customer market orders on the surface and in the near future. Stay close to
your sales team. Know what your competitors are doing and how it can impact.
Be Aware of How Seasonality Can Drive Your Brand.
• Understand the impact of the three types of seasonality: 1) Real Seasonality
driven by customer needs (Allergies, xmas, spring/fall) 2)Driven by Financials (Year
End, New Budgets etc) and 3) Driven by Habit (this is when we always do it)
As the Leader, you have to Steady the Ship
• As the leader, you need to make sure that you steady the ship and avoid creating
your own fluctuations. A great question is “so what’s changed since last month”.
You’ll find that many times, less things have changed even though everyone in
your group has changed the forecast.
Be a Good Communicator of Your Thinking Behind the Forecast
• Communicate upwards so that your boss can understand your logic behind your
thinking, helping make a decision. Communicate with supply chain your
high/medium/low thinking so they can make a decision on inventory to avoid
missed sales vs excess inventory. Help them manage the risk.
39. “If you don’t love the work, how do you
expect the consumer to fall in love with
your brand?”
Graham Robertson
Beloved Brands Inc.
41. We help Brand Leaders to realize their full potential.
• Better Strategic Thinking
• Writing a Brand Plan
• Developing a Brand Positioning Statement
• Writing a Creative Brief
• Conducting a Deep Dive Brand Analysis
• Getting Better Advertising
• Getting Better Media Planning
• Managing Your Marketing Career
Visit the Beloved Brands blog at beloved-brands.com
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