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How to define your brand positioning

The document outlines a strategic approach to brand positioning, emphasizing the importance of defining the target market, consumer benefits, and differentiating factors. It introduces tools like benefit ladders and consumer insights for brands to identify unique selling propositions and connect emotionally with consumers. Ultimately, it aims to guide brands in achieving growth by focusing on key elements of a compelling brand positioning statement.

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Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points. How to define your brand positioning Beloved Brands Training Files
beloved brands Strategic Thinking Brand Plans Marketing Execution Brand Plan Brand Positioning What consumers want What your competitor does best What your brand does best Winning Analyze performance Our brand playbook methodology focuses brand leaders on driving brand growth
Brands need to stand out from the pack!
We help brands find growth. We make brand leaders smarter.beloved brands Brand positioning statement motivates consumers to buy, and gives you a competitive advantage to drive future growth. Stay in control Feel myself Use our Benefits Ladder to move from features to rational and emotional benefits 2 5 1 Use our cheat sheets to understand the Functional and Emotional benefits 3Benefits Ladder 4 Consumer Target Product features Functional benefits Emotional benefits Works better Functional Benefits Simplify Life Make Smarter Make Healthy Saves money Helps family Sensory Appeal Connect Experience Emotional Benefits Comfort Optimism Feel free Get noticed Feel liked Seek to know What consumers want What your competitor does best What your brand does best Losing Risky Dumb Winning Define a focused consumer target profile with insights, enemies and buying patterns. Use our Venn diagrams to determine your winning zone, where your brand is motivating to consumers and ownable to drive long-term growth. Summarize your winning positioning statement in a space that is unique, ownable motivating to consumers
We help brands find growth. We make brand leaders smarter.beloved brands To win, brands have to find the winning zone, that is motivating to the consumer and ownable for the brand What consumers want What your competitor does best What your brand does best Losing Zone Risky Zone Dumb Zone Winning Zone
We help brands find growth. We make brand leaders smarter.beloved brands Four elements of a Brand Positioning Statement To (Target) • Who is in the consumer target? What slice of the population is the most motivated to buy what you do? Your brand is the (Category) • Where do you play? What is the frame of reference that helps to define the space in the marketplace that you compete in? That is the (Benefit) • Where do you win? What promise will you make to the consumer target, thinking about main benefit (rational/emotional) That’s because (Support Points) • Why should they believe us? What support points help to back up the main benefit? 1 2 4 3
We help brands find growth. We make brand leaders smarter.beloved brands Building a winning brand positioning statement To (Target) • Highly connected, fast-paced people who are frustrated by the annoying complexities of technology Apple is the (Category) • Consumer electronics brand That (Benefit) • Simplifies technology to help you feel smarter, so you can do more with every device. That’s because (Support Points) • We start with ideal consumer experience and work back to the technology, eliminating every possible frustration. • We push for surprising technology that will change the world, with intuitive, simple, and easy-to-use products. 1 2 3 4
We help brands find growth. We make brand leaders smarter.beloved brands Consumer Benefits Ladder Target and insights Product features Functional benefits Emotional benefits Consumers Define target, need states, enemies and insights. Functional “So, what do I get?” Features Product-focused strengths, claims, differences Emotional “So how does that make me feel?” 12 3 4
We help brands find growth. We make brand leaders smarter.beloved brands Consumer Benefits Ladder Target and insights Product features Functional benefits Emotional benefits With Gray’s, you can feel optimistic nothing will get in your way today. Gray’s helps you can get on with your day. Gray’s is the fastest working headache medication. Target the headache fighter with the insight of: “I wake up with headaches, but I don't want to come across like a complainer, so i keep it secret.” Gray’s Pain Relief
We help brands find growth. We make brand leaders smarter.beloved brands Seven questions to define your consumer 1. What is the description of the consumer target? 2. What are the consumer’s main needs? 3. Who is the consumer’s enemy who torments them every day? 4. What are the insights we know about the consumer? 5. What does the consumer think now? 6. How does the consumer buy? 7. What do we want consumers to see, think, do, feel or whisper to their friends?
We help brands find growth. We make brand leaders smarter.beloved brands Who wants your brand the most? Divide up market to identify most motivated audience. If you use segmentation to find the most motivated consumer, make the choice to focus, not mistakenly use the opportunity to try to uniquely capture each segment Consumer Consumer Segmentation Consumer Profiling Demographics Socio-Economic Geographic/Channels Consumer Behavior Lifestyle Personality Values Consumer Psychographics AttitudesCurrent or New customers Benefit need states Purchase occasion Purchase behavior Perceptions and beliefs The Brand
We help brands find growth. We make brand leaders smarter.beloved brands Understand functional and emotional need states Functional Need States Emotional Need States Makes you smarterWorks Better Helps your family Helps you be healthier Sensory Appeal Simplifies your life Saves you money Experience Curious for knowledgeSense of optimism Stay in control Feel comfortable Feel myself Feel liked Feel free Get noticed Stay Connected
We help brands find growth. We make brand leaders smarter.beloved brands Moment of your life, where your brand fits as a natural solution Directly sets up a consumer benefit only you can deliver Creative expressions allows consumers to accept as a truth Consumer Insights Engages emotions, inspirations, frustrations. values, beliefs What makes a good Consumer Insight ✓ Ability to creatively express, to engage consumers and allow them to accept as true. ✓ Matches up to the consumer’s life moments when they naturally engage brand. ✓ Secret knowledge that directly sets up a consumer benefit that only you can deliver. ✓ Goes beneath data, to engage emotions, inspirations, frustrations, values, beliefs.
We help brands find growth. We make brand leaders smarter.beloved brands Example of a consumer insight using quitting smoking “I feel ______________________ whenever I ___________________” A tool for helping with writing a consumer insight A human truth based on one of: • underlying behaviors • motivations/inspirations • values or beliefs • pain points • emotions A starting point for your thinking “I feel ______________________ whenever I ___________________” A moment in the consumer’s life • Part of the day, week, year • Celebration moment (xmas) • A monumental moment in their life • Moment of strength or weakness I become a monster and the worst version of myself Try to quit smoking. I don’t want to be that person again.
We help brands find growth. We make brand leaders smarter.beloved brands The 360-degree mining for consumer insights Explanations of data breaks, drivers, inhibitors, trends with consumers, channels, competitors Observe consumer reactions in focus groups, product tests, ad testing, direct consumer engagements to add to insights. Listen to Voice of Consumer (VOC) with comments on social media, brand reviews, market research. Look for word choices. What we see (observations) 2 What we read (Facts/Data) What we sense (Consumer Voice) 31 Life Moments (Day in the life) 5 Matches up to a day in the life 7am Noon 6pm 8pm 11pm What we feel (Emotional Needs) 4 Map out your consumer’s life, understanding the underlying behaviors, motivations, pain points and emotions on the path to purchase. Use our emotional need state cheat sheet to understand potential emotional insights.
We help brands find growth. We make brand leaders smarter.beloved brands Good consumer insights should get in the shoes of your consumer and use the consumer’s voice We recommend that consumer insights should start with “I” to get you into the consumer’s shoes and then use quotes to ensure you are using their voice. For a Bank: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life”. Computers for Seniors: “I find computers frustrating and intimidating. Once someone shows me how to do something, I feel so much smarter. I love being able to connect with friends or look up things on Google” For a Bank: Financial tracking research shows customers would use a bank 3.4 times more a month, spend $56 more each month if our Bank were open till 8pm. Computers for Seniors: The biggest growth in computer laptops comes from 55+ segment. They are willing to pay a premium if it comes with free lessons. Boring insights end up flat Good insights inspire creativity Quit Smoking: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting smoking sucks!” Quit Smoking: Studies show that people try to quit 7x before reaching for a smoking aid to help them quit.
We help brands find growth. We make brand leaders smarter.beloved brands Summarize all the great thinking into a Consumer Target Profile that can be used in everything you do Target Name Pro-Active Preventers Target Description • Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, food can be a bit of a stress-reliever and escape. Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight. Their enemy • Guilt, failure, out of control diet, temptation. Insights that tell their story • “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” • “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” What do they think now? • I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I wouldn’t say I use them all the time. How are they buying? • Most have been influenced by friends who have tried. Those who are buying, still do so less frequently than their normal favorite cookies. The household has yet to adopt the product. The mom uses it when she’s trying to diet. We want them to think/feel/do • See: Get noticed so consumers are aware of Gray’s, see it on shelf, see actual product. • Think: Gray’s might be a healthy alternative to my favorite cookies. • Do: Try Grays to see if they like the great taste. • Feel: Feel more in control with Gray’s as part of their routine, and feel less guilt. • Whisper: Tell their friends they love Gray’s, and share the success they are having.
We help brands find growth. We make brand leaders smarter.beloved brands Functional benefit cheat sheet Makes you smarter Works Better for you Helps your family Helps you be healthier Faster Powerful Safer Lasts Longer Keeps you organized Saves time Social Fashions Latest technology SoundsTaste Smell Sights Education Comfort Life Stages Mental HealthBetter Home Prevents Weight/Exercise Lower Risk Track Success Resale Invest for future Advice Solutions Teaching Helping hand Sensory Appeal Simplifies your life Stay Connected Hassle Free Easier to use Touch/Feel Value Quality Reduces Soothes Cultural How it is made Saves you money Experience Variety Service In touch Moments Responsiveness Memorable Occasion Rituals Updates Luxurious Performance IntegratedEfficient Subconscious Style 9 functional zones with 50 total functional benefits
We help brands find growth. We make brand leaders smarter.beloved brands Emotional benefit cheat sheet 8 emotional zones with 40 total emotional benefits Curious for knowledge Sense of optimism Feel comfortable Feel myself Motivated Special Successful Inspired Interesting Alive Cool Playful Popular Trendy Like-able Friendly Intimate Happy Easy-going Nurtured Compassion Down-to-earth Relaxed Honest Family Trust SafeRespect Reliable Informed Wisdom Smarter Competent Feel liked Feel free Get noticed Excited Consumer Emotions Values Exhilarating @Hotspex Stay in control
We help brands find growth. We make brand leaders smarter.beloved brands Build your brand around unique benefit clusters Functional Emotional Feel optimistic Motivated Special Inspired Interesting Alive Feel free Excited Curious for knowledge Stay in controlTrust Respect Reliable Informed Wisdom Smarter Simplifies your life Hassle Free Easier to use Integrated Efficient Sights Sensory Appeal Touch/Feel Experience Personal Service Responsiveness Memorable Subconscious Makes you smarter Keeps you organized Saves time Latest technology Solutions Teaching Helping hand Simplifies your life Stay Connected Easier to use In touch Integrated Efficient Style • Start by looking at the two cheat sheets and narrow down to potential clusters of the functional and emotional benefits. • Match what consumers want and what your brand does best. • Take three of the zones from each cheat sheet and add 2-3 support words per zone to create a cluster.
We help brands find growth. We make brand leaders smarter.beloved brands Build your brand around unique benefit clusters Helps your family Keeps you organized Life Stages Better Home Resale value Simplifies your life Saves you money Moments Efficient Feel comfortable Feel myself Easy-going Nurtured Down- to--earth Relaxed Honest Family Functional Emotional Curious for knowledge Stay in control Trust Safe Reliable Informed SmarterWisdom Makes you smarter Works Better Safer Life Stages Better Home Solutions Helping hand Quality Helps your family How it is made Works Better Faster Sights Sensory Appeal Touch/Feel Quality Experience Responsiveness Subconscious Luxurious Performance Alive Cool Playful Popular Feel free Get noticed Excited Comfort Comfort Memorable Sounds Good value
We help brands find growth. We make brand leaders smarter.beloved brands Use the benefit clusters to guide benefit statements Safe • I feel in control of my weight and health • I feel safer in snacking on this cookie • I feel less guilt about an indulgence • I like to know how many calories I eat each day • I feel more confident in my diet and myself • I feel more knowledgeable about what I am putting in my body. • I will feel more motivated to be successful with this cookie • I feel comfortable that I get more choices • I will feel inspired to lose weight • I get a low calorie low fat treat. • I get a cookie made of all natural ingredients. • I get a great tasting cookie, as good as my current cookie • I can replace my current favorite cookie with this one • I get a low calorie snack to make my diet easier • Whenever I get hungry, this is the one I will reach for • I can eat this when I’m hungry • I will be healthier and lose weight • I will prevent falling off my diet • I can use 5 pounds in 2 weeks. • I will be able to reduce my daily calorie intake • I will get the same great taste, just lower calories and fat • I can get the same sensation I get from eating a cookie Functional Clusters Emotional Clusters Helps you be healthier Taste Prevents Weight / Exercise Sensory Appeal Easier to use Touch/Feel Reduces Experience Memorable OccasionRituals Curious for knowledge Sense of optimism Stay in control Motivated Successful Inspired Trust Respect Reliable Informed Smarter Benefit statement brainstorm for Gray’s Cookies
We help brands find growth. We make brand leaders smarter.beloved brands Use the benefit clusters to brainstorm benefit statements • I feel in control when I quit • I feel safer in quitting • I like to know how the product works and what i will experience • I feel more confident I will be successful • I feel more knowledgeable about what I am putting in my body. • I will feel more motivated to be successful in quitting • I will feel inspired I will not gain weight • I want to quit, I just want to make sure I’m successful. • I am motivated by having something to help me beat the cravings • I want to quit. I just need help to control my urges. • It will help me quit and I know I will be healthier • I won’t have any urges to smoke • It will make quitting a little bit easier • It will keep me strong and help me break my smoking rituals • It prevents me from falling off the wagon • Whenever I want a cigarette, I know I can beat the craving • I will be healthier and not gain weight • It works for 24 hours so I will have no late night urges • I like the responsiveness from the first moment of the day Helps you be healthierPrevents Weight/Exercise Easier to use Reduces Experience Occasion Rituals Curious for knowledge Sense of optimism Stay in control Motivated Successful Inspired Trust Safe Respect Reliable Informed Smarter Use the clusters to begin the brainstorm, using specific category or brand words. Works Better for you Faster Lasts Longer Performance Responsiveness Graytine
We help brands find growth. We make brand leaders smarter.beloved brands A great tool to use when you own two competing brands Functional Emotional Works better FasterMore powerful Lasts Longer How it is made Performance Keeps you organized Simplifies your lifeHassle Free Easier to use Efficient Helps your family Comfort Life Stages Moments Helps you be healthier Peace of mind Reduces Soothes Works Better More powerful SaferLasts Longer Prevents Peace of mind Helps you be healthier Sense of optimism Stay in control Motivated Successful Inspired Trust Reliable Feel myself Down-to--earth Honest Family Values Feel comfortable Nurtured Compassion Relaxed
We help brands find growth. We make brand leaders smarter.beloved brands Listen to your consumers and use a word clustering technique to chart the consumer’s key words Reduce weight Irritable Failure Longtime Wish I could lose ten pounds Love cookies Habit Pressure angry Out of control Goals Can’t do it Weak Nextyear Optimism Depressed Feel good Feel guilty when I cheat Keep failing Can’t stop Getfat Want to so badly Clothes are tight Scared Hatemyself Goesgreatatwork Perfect snack for after dinner Anxiety Stay in control Crying First day Possible I wish I could eat better Motivated to lose weight Hate myself I want to make smart healthy choices Ingredients matter to me Feel like a loser Success Need help Want to feel sexy
We help brands find growth. We make brand leaders smarter.beloved brands Sort through possible benefits to find benefits most motivating to consumers and ownable for your brand. Motivated consumers High HighLow Ownable Losing Zone Winning Zone Dumb Zone Risky Zone What consumers want What your competitor does best What your brand does best Losing Zone Risky Zone Dumb Zone Winning Zone
We help brands find growth. We make brand leaders smarter.beloved brands Sort through possible benefits to find benefits most motivating to consumers and ownable for your brand. How motivated are consumers by your benefit High High Low Low How ownable is this benefit for your brand Losing Zone Winning Zone Dumb Zone Risky Zone Guilt Free Alternative Low Calorie Less Fat All Natural Ingredients Lose 5 pound in 2 weeks Feel Smarter about food Feel in control of your weight Feel more confident More comfort in choices New Favorite Cookie
Sell the benefit, not the features. People don’t really want a quarter-inch drill. They just want a quarter-inch hole to hang up beautiful memories of their life.
The power of bringing emotions into what you are selling Who do you think will get the ride?
We help brands find growth. We make brand leaders smarter.beloved brands The support points or claims for your ‘reason to believe’ Process • Detail how your product works differently • Showcase your point of difference in the production process. • What do you do differently within the production process • What added service/details do you provide in the value chain Product • Usage of an ingredient that makes you better • Process or ingredient that makes you safer Third person • Experts in the field who can speak on the brand’s behalf. • Past users/clients with proof support of their stories. Behavioral • Clinical tests • In market usage study • Before and after studies
We help brands find growth. We make brand leaders smarter.beloved brands Laying out your product or service offering should link back to the functional/emotional benefits space Curious for knowledge Sense of optimism Stay in control Motivated Successful Inspired Trust Safe Respect Reliable Informed Smarter Makes you smarter Works Better for you Faster Keeps you organized Advice Solutions Teaching Helping hand Simplifies your life Easier to use How it is made Performance Integrated What you do (features) What they get (Benefits) 1. Our 360-degree assessment looks at the market, consumers, channels, competitors and the brand. 2. We help find a simple, unique, motivating and own-able brand positioning statement. 3. We help build a strategic brand plan everyone who works behind the scenes of the brand can follow. 1. Our deep-dive assessment will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth. 2. We will find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth. 3. We build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth
We help brands find growth. We make brand leaders smarter.beloved brands Learn to communicate with benefits not features We do a 360-degree assessment looks at the market, consumers, channels, competitors and the brand. Our deep-dive assessment will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth. Starting point is to explain what they get And then explain what you do Tell them what they get before you tell them what they do
We help brands find growth. We make brand leaders smarter.beloved brands Populate the Consumer Benefits Ladder Target: “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, food can be a bit of a stress- reliever and an escape. Needs: Great taste, satisfy craving, healthy, maintain weight. Consumer Enemy: Guilt, failure, out of control diet, temptation. Insights: 1) “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” 2) “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” Emotional Benefits: 1) I feel in control of my health. 2) I feel more confident in my diet. 3) I feel more knowledgeable about what I am putting in my body. Functional Benefits: 1) I get a great tasting cookie, as good as my current cookie 2) I get a low calorie snack to make my diet easier. 3) I can eat this when I’m hungry. Features: 1) In blind taste tests, Grays matched the market leaders on taste, but only has 100 calories and 2g of fat. 2) In a 12 week study, consumers using Grays once a night as a desert were able to lose 5 pounds. 3) All natural ingredients.
We help brands find growth. We make brand leaders smarter.beloved brands Bringing all the work together to create a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but has only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a dessert were able to lose 5-10 pounds. 1 2 3 4
We help brands find growth. We make brand leaders smarter.beloved brands This works equally well for a B2B type brand GRAYS Stage Lighting To (Target) • Discerning stage directors of Broadway theatre companies Gray’s is the (Category) • Theatre stage lighting That is the (Benefit) • Inspiring lighting that brings the actors faces to life for theatre patrons That’s because (Support Points) • A 4 week test, using Grays, has shown that theatre patrons can notice every facial detail from the 40th row of the theatre. • We have testimonials from 20 leading Broadway theatre directors. Steven Jones said, “With Gray’s Lighting, our actors say they now hear every giggle and gasp in the audience, inspiring their best performance every night.” 1 2 3 4
We help brands find growth. We make brand leaders smarter.beloved brands The process works for healthcare brands To (Target) • Veteran smokers, 40-55, who are willing to do whatever it takes to quit. Graytine is the (Category) • Quit smoking aid That (Benefit) • Helps you stay in control, while you quit smoking, so that you are more successful That’s because (Support Points) • In clinical tests, patients were 38% more successful in quitting versus cold turkey. • Patients felt more in control. Fewer mood swings, urges to smoke and potential cheating moments. 1 2 3 4 Graytine
We help brands find growth. We make brand leaders smarter.beloved brands Positioning statement works for technology brands To (Target) • Business leaders who want to leverage technology to improve their competitive advantage, but lack the expertise to make it a reality in their company. GrayTech is the (Category) Technology solutions team That (Benefit) • Turns complicated business problems into technology solutions, to make your business more valuable. That’s because (Support Points) GrayTech’s people make the difference. • Our experts bring creative solutions that make technology simpler and an asset for your business to build upon. We design, build and manage everything linked to the technology foundation of your company. • Our people bring a level of care, commitment to quality and pride to our customers. We never give up and do whatever it takes. 1 2 3 4 GrayTech
We help brands find growth. We make brand leaders smarter.beloved brands And finally, to show it works on service/retail brands To (Target) • Concerned family members (35-55) who are looking for their parent 65+, hoping to make the right medical decisions Gray’s Medical Equipment is the (Category) Medical Equipment Service Provider That (Benefit) • Is the helping hand to make it easier to find the right medical equipment solution That’s because (Support Points) • At Gray’s, it’s more about our people than just our products. We take the time to listen to your needs and we’ll provide you with knowledgeable advice at eery state of the process,so you can make an informed decision on getting the right equipment. • We’ll take care of the paperwork and help you navigate the available funding processes and even work directly with insurance companies to make your purchase easier. 1 2 3 4 Gray’s Medical Equipment
We help brands find growth. We make brand leaders smarter.beloved brands Summary on brand positioning • A brand positioning statement is essential to ensure your brand stands out from the pack. Brands have to be better, different, cheaper … or else your brand will not be around for very long. • Match what consumers want to what your brand does best. Avoid taking on competitors where they are stronger and avoid entering zones consumers don’t care about. • Start by defining the consumer target, focused on those consumers most motivated by what you do best. Look at demographics, psychographics, need states, consumer insights, and the consumer’s enemy to help tell the story of the consumer. • Use the consumer benefits ladder to take the brand features and turn them into functional benefits expressing what the consumer gets, and emotional benefits expressing how they make the consumer feel.
 Use our benefit sort process to help find the winner, which is highly motivating to consumers and highly ownable for the brand. • Add two support points to help fill in the logic behind the main benefit. Support points can relate to process, product, third person, or behavioral factors. • Bring the homework together into a brand positioning statement that has a focused target, market reference, main benefit, and two reasons to believe.
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
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
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.

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How to define your brand positioning

  • 1.
    Your brand positioningstatement defines the target market, consumer benefits, both functional and emotional, as well as support points. How to define your brand positioning Beloved Brands Training Files
  • 2.
    beloved brands Strategic Thinking Brand Plans Marketing Execution Brand PlanBrand Positioning What consumers want What your competitor does best What your brand does best Winning Analyze performance Our brand playbook methodology focuses brand leaders on driving brand growth
  • 3.
    Brands need tostand out from the pack!
  • 4.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Brand positioning statement motivates consumers to buy, and gives you a competitive advantage to drive future growth. Stay in control Feel myself Use our Benefits Ladder to move from features to rational and emotional benefits 2 5 1 Use our cheat sheets to understand the Functional and Emotional benefits 3Benefits Ladder 4 Consumer Target Product features Functional benefits Emotional benefits Works better Functional Benefits Simplify Life Make Smarter Make Healthy Saves money Helps family Sensory Appeal Connect Experience Emotional Benefits Comfort Optimism Feel free Get noticed Feel liked Seek to know What consumers want What your competitor does best What your brand does best Losing Risky Dumb Winning Define a focused consumer target profile with insights, enemies and buying patterns. Use our Venn diagrams to determine your winning zone, where your brand is motivating to consumers and ownable to drive long-term growth. Summarize your winning positioning statement in a space that is unique, ownable motivating to consumers
  • 5.
    We help brandsfind growth. We make brand leaders smarter.beloved brands To win, brands have to find the winning zone, that is motivating to the consumer and ownable for the brand What consumers want What your competitor does best What your brand does best Losing Zone Risky Zone Dumb Zone Winning Zone
  • 6.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Four elements of a Brand Positioning Statement To (Target) • Who is in the consumer target? What slice of the population is the most motivated to buy what you do? Your brand is the (Category) • Where do you play? What is the frame of reference that helps to define the space in the marketplace that you compete in? That is the (Benefit) • Where do you win? What promise will you make to the consumer target, thinking about main benefit (rational/emotional) That’s because (Support Points) • Why should they believe us? What support points help to back up the main benefit? 1 2 4 3
  • 7.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Building a winning brand positioning statement To (Target) • Highly connected, fast-paced people who are frustrated by the annoying complexities of technology Apple is the (Category) • Consumer electronics brand That (Benefit) • Simplifies technology to help you feel smarter, so you can do more with every device. That’s because (Support Points) • We start with ideal consumer experience and work back to the technology, eliminating every possible frustration. • We push for surprising technology that will change the world, with intuitive, simple, and easy-to-use products. 1 2 3 4
  • 8.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Consumer Benefits Ladder Target and insights Product features Functional benefits Emotional benefits Consumers Define target, need states, enemies and insights. Functional “So, what do I get?” Features Product-focused strengths, claims, differences Emotional “So how does that make me feel?” 12 3 4
  • 9.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Consumer Benefits Ladder Target and insights Product features Functional benefits Emotional benefits With Gray’s, you can feel optimistic nothing will get in your way today. Gray’s helps you can get on with your day. Gray’s is the fastest working headache medication. Target the headache fighter with the insight of: “I wake up with headaches, but I don't want to come across like a complainer, so i keep it secret.” Gray’s Pain Relief
  • 10.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Seven questions to define your consumer 1. What is the description of the consumer target? 2. What are the consumer’s main needs? 3. Who is the consumer’s enemy who torments them every day? 4. What are the insights we know about the consumer? 5. What does the consumer think now? 6. How does the consumer buy? 7. What do we want consumers to see, think, do, feel or whisper to their friends?
  • 11.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Who wants your brand the most? Divide up market to identify most motivated audience. If you use segmentation to find the most motivated consumer, make the choice to focus, not mistakenly use the opportunity to try to uniquely capture each segment Consumer Consumer Segmentation Consumer Profiling Demographics Socio-Economic Geographic/Channels Consumer Behavior Lifestyle Personality Values Consumer Psychographics AttitudesCurrent or New customers Benefit need states Purchase occasion Purchase behavior Perceptions and beliefs The Brand
  • 12.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Understand functional and emotional need states Functional Need States Emotional Need States Makes you smarterWorks Better Helps your family Helps you be healthier Sensory Appeal Simplifies your life Saves you money Experience Curious for knowledgeSense of optimism Stay in control Feel comfortable Feel myself Feel liked Feel free Get noticed Stay Connected
  • 13.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Moment of your life, where your brand fits as a natural solution Directly sets up a consumer benefit only you can deliver Creative expressions allows consumers to accept as a truth Consumer Insights Engages emotions, inspirations, frustrations. values, beliefs What makes a good Consumer Insight ✓ Ability to creatively express, to engage consumers and allow them to accept as true. ✓ Matches up to the consumer’s life moments when they naturally engage brand. ✓ Secret knowledge that directly sets up a consumer benefit that only you can deliver. ✓ Goes beneath data, to engage emotions, inspirations, frustrations, values, beliefs.
  • 14.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Example of a consumer insight using quitting smoking “I feel ______________________ whenever I ___________________” A tool for helping with writing a consumer insight A human truth based on one of: • underlying behaviors • motivations/inspirations • values or beliefs • pain points • emotions A starting point for your thinking “I feel ______________________ whenever I ___________________” A moment in the consumer’s life • Part of the day, week, year • Celebration moment (xmas) • A monumental moment in their life • Moment of strength or weakness I become a monster and the worst version of myself Try to quit smoking. I don’t want to be that person again.
  • 15.
    We help brandsfind growth. We make brand leaders smarter.beloved brands The 360-degree mining for consumer insights Explanations of data breaks, drivers, inhibitors, trends with consumers, channels, competitors Observe consumer reactions in focus groups, product tests, ad testing, direct consumer engagements to add to insights. Listen to Voice of Consumer (VOC) with comments on social media, brand reviews, market research. Look for word choices. What we see (observations) 2 What we read (Facts/Data) What we sense (Consumer Voice) 31 Life Moments (Day in the life) 5 Matches up to a day in the life 7am Noon 6pm 8pm 11pm What we feel (Emotional Needs) 4 Map out your consumer’s life, understanding the underlying behaviors, motivations, pain points and emotions on the path to purchase. Use our emotional need state cheat sheet to understand potential emotional insights.
  • 16.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Good consumer insights should get in the shoes of your consumer and use the consumer’s voice We recommend that consumer insights should start with “I” to get you into the consumer’s shoes and then use quotes to ensure you are using their voice. For a Bank: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life”. Computers for Seniors: “I find computers frustrating and intimidating. Once someone shows me how to do something, I feel so much smarter. I love being able to connect with friends or look up things on Google” For a Bank: Financial tracking research shows customers would use a bank 3.4 times more a month, spend $56 more each month if our Bank were open till 8pm. Computers for Seniors: The biggest growth in computer laptops comes from 55+ segment. They are willing to pay a premium if it comes with free lessons. Boring insights end up flat Good insights inspire creativity Quit Smoking: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting smoking sucks!” Quit Smoking: Studies show that people try to quit 7x before reaching for a smoking aid to help them quit.
  • 17.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Summarize all the great thinking into a Consumer Target Profile that can be used in everything you do Target Name Pro-Active Preventers Target Description • Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, food can be a bit of a stress-reliever and escape. Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight. Their enemy • Guilt, failure, out of control diet, temptation. Insights that tell their story • “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” • “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” What do they think now? • I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I wouldn’t say I use them all the time. How are they buying? • Most have been influenced by friends who have tried. Those who are buying, still do so less frequently than their normal favorite cookies. The household has yet to adopt the product. The mom uses it when she’s trying to diet. We want them to think/feel/do • See: Get noticed so consumers are aware of Gray’s, see it on shelf, see actual product. • Think: Gray’s might be a healthy alternative to my favorite cookies. • Do: Try Grays to see if they like the great taste. • Feel: Feel more in control with Gray’s as part of their routine, and feel less guilt. • Whisper: Tell their friends they love Gray’s, and share the success they are having.
  • 18.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Functional benefit cheat sheet Makes you smarter Works Better for you Helps your family Helps you be healthier Faster Powerful Safer Lasts Longer Keeps you organized Saves time Social Fashions Latest technology SoundsTaste Smell Sights Education Comfort Life Stages Mental HealthBetter Home Prevents Weight/Exercise Lower Risk Track Success Resale Invest for future Advice Solutions Teaching Helping hand Sensory Appeal Simplifies your life Stay Connected Hassle Free Easier to use Touch/Feel Value Quality Reduces Soothes Cultural How it is made Saves you money Experience Variety Service In touch Moments Responsiveness Memorable Occasion Rituals Updates Luxurious Performance IntegratedEfficient Subconscious Style 9 functional zones with 50 total functional benefits
  • 19.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Emotional benefit cheat sheet 8 emotional zones with 40 total emotional benefits Curious for knowledge Sense of optimism Feel comfortable Feel myself Motivated Special Successful Inspired Interesting Alive Cool Playful Popular Trendy Like-able Friendly Intimate Happy Easy-going Nurtured Compassion Down-to-earth Relaxed Honest Family Trust SafeRespect Reliable Informed Wisdom Smarter Competent Feel liked Feel free Get noticed Excited Consumer Emotions Values Exhilarating @Hotspex Stay in control
  • 20.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Build your brand around unique benefit clusters Functional Emotional Feel optimistic Motivated Special Inspired Interesting Alive Feel free Excited Curious for knowledge Stay in controlTrust Respect Reliable Informed Wisdom Smarter Simplifies your life Hassle Free Easier to use Integrated Efficient Sights Sensory Appeal Touch/Feel Experience Personal Service Responsiveness Memorable Subconscious Makes you smarter Keeps you organized Saves time Latest technology Solutions Teaching Helping hand Simplifies your life Stay Connected Easier to use In touch Integrated Efficient Style • Start by looking at the two cheat sheets and narrow down to potential clusters of the functional and emotional benefits. • Match what consumers want and what your brand does best. • Take three of the zones from each cheat sheet and add 2-3 support words per zone to create a cluster.
  • 21.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Build your brand around unique benefit clusters Helps your family Keeps you organized Life Stages Better Home Resale value Simplifies your life Saves you money Moments Efficient Feel comfortable Feel myself Easy-going Nurtured Down- to--earth Relaxed Honest Family Functional Emotional Curious for knowledge Stay in control Trust Safe Reliable Informed SmarterWisdom Makes you smarter Works Better Safer Life Stages Better Home Solutions Helping hand Quality Helps your family How it is made Works Better Faster Sights Sensory Appeal Touch/Feel Quality Experience Responsiveness Subconscious Luxurious Performance Alive Cool Playful Popular Feel free Get noticed Excited Comfort Comfort Memorable Sounds Good value
  • 22.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Use the benefit clusters to guide benefit statements Safe • I feel in control of my weight and health • I feel safer in snacking on this cookie • I feel less guilt about an indulgence • I like to know how many calories I eat each day • I feel more confident in my diet and myself • I feel more knowledgeable about what I am putting in my body. • I will feel more motivated to be successful with this cookie • I feel comfortable that I get more choices • I will feel inspired to lose weight • I get a low calorie low fat treat. • I get a cookie made of all natural ingredients. • I get a great tasting cookie, as good as my current cookie • I can replace my current favorite cookie with this one • I get a low calorie snack to make my diet easier • Whenever I get hungry, this is the one I will reach for • I can eat this when I’m hungry • I will be healthier and lose weight • I will prevent falling off my diet • I can use 5 pounds in 2 weeks. • I will be able to reduce my daily calorie intake • I will get the same great taste, just lower calories and fat • I can get the same sensation I get from eating a cookie Functional Clusters Emotional Clusters Helps you be healthier Taste Prevents Weight / Exercise Sensory Appeal Easier to use Touch/Feel Reduces Experience Memorable OccasionRituals Curious for knowledge Sense of optimism Stay in control Motivated Successful Inspired Trust Respect Reliable Informed Smarter Benefit statement brainstorm for Gray’s Cookies
  • 23.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Use the benefit clusters to brainstorm benefit statements • I feel in control when I quit • I feel safer in quitting • I like to know how the product works and what i will experience • I feel more confident I will be successful • I feel more knowledgeable about what I am putting in my body. • I will feel more motivated to be successful in quitting • I will feel inspired I will not gain weight • I want to quit, I just want to make sure I’m successful. • I am motivated by having something to help me beat the cravings • I want to quit. I just need help to control my urges. • It will help me quit and I know I will be healthier • I won’t have any urges to smoke • It will make quitting a little bit easier • It will keep me strong and help me break my smoking rituals • It prevents me from falling off the wagon • Whenever I want a cigarette, I know I can beat the craving • I will be healthier and not gain weight • It works for 24 hours so I will have no late night urges • I like the responsiveness from the first moment of the day Helps you be healthierPrevents Weight/Exercise Easier to use Reduces Experience Occasion Rituals Curious for knowledge Sense of optimism Stay in control Motivated Successful Inspired Trust Safe Respect Reliable Informed Smarter Use the clusters to begin the brainstorm, using specific category or brand words. Works Better for you Faster Lasts Longer Performance Responsiveness Graytine
  • 24.
    We help brandsfind growth. We make brand leaders smarter.beloved brands A great tool to use when you own two competing brands Functional Emotional Works better FasterMore powerful Lasts Longer How it is made Performance Keeps you organized Simplifies your lifeHassle Free Easier to use Efficient Helps your family Comfort Life Stages Moments Helps you be healthier Peace of mind Reduces Soothes Works Better More powerful SaferLasts Longer Prevents Peace of mind Helps you be healthier Sense of optimism Stay in control Motivated Successful Inspired Trust Reliable Feel myself Down-to--earth Honest Family Values Feel comfortable Nurtured Compassion Relaxed
  • 25.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Listen to your consumers and use a word clustering technique to chart the consumer’s key words Reduce weight Irritable Failure Longtime Wish I could lose ten pounds Love cookies Habit Pressure angry Out of control Goals Can’t do it Weak Nextyear Optimism Depressed Feel good Feel guilty when I cheat Keep failing Can’t stop Getfat Want to so badly Clothes are tight Scared Hatemyself Goesgreatatwork Perfect snack for after dinner Anxiety Stay in control Crying First day Possible I wish I could eat better Motivated to lose weight Hate myself I want to make smart healthy choices Ingredients matter to me Feel like a loser Success Need help Want to feel sexy
  • 26.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Sort through possible benefits to find benefits most motivating to consumers and ownable for your brand. Motivated consumers High HighLow Ownable Losing Zone Winning Zone Dumb Zone Risky Zone What consumers want What your competitor does best What your brand does best Losing Zone Risky Zone Dumb Zone Winning Zone
  • 27.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Sort through possible benefits to find benefits most motivating to consumers and ownable for your brand. How motivated are consumers by your benefit High High Low Low How ownable is this benefit for your brand Losing Zone Winning Zone Dumb Zone Risky Zone Guilt Free Alternative Low Calorie Less Fat All Natural Ingredients Lose 5 pound in 2 weeks Feel Smarter about food Feel in control of your weight Feel more confident More comfort in choices New Favorite Cookie
  • 28.
    Sell the benefit, notthe features. People don’t really want a quarter-inch drill. They just want a quarter-inch hole to hang up beautiful memories of their life.
  • 29.
    The power ofbringing emotions into what you are selling Who do you think will get the ride?
  • 30.
    We help brandsfind growth. We make brand leaders smarter.beloved brands The support points or claims for your ‘reason to believe’ Process • Detail how your product works differently • Showcase your point of difference in the production process. • What do you do differently within the production process • What added service/details do you provide in the value chain Product • Usage of an ingredient that makes you better • Process or ingredient that makes you safer Third person • Experts in the field who can speak on the brand’s behalf. • Past users/clients with proof support of their stories. Behavioral • Clinical tests • In market usage study • Before and after studies
  • 31.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Laying out your product or service offering should link back to the functional/emotional benefits space Curious for knowledge Sense of optimism Stay in control Motivated Successful Inspired Trust Safe Respect Reliable Informed Smarter Makes you smarter Works Better for you Faster Keeps you organized Advice Solutions Teaching Helping hand Simplifies your life Easier to use How it is made Performance Integrated What you do (features) What they get (Benefits) 1. Our 360-degree assessment looks at the market, consumers, channels, competitors and the brand. 2. We help find a simple, unique, motivating and own-able brand positioning statement. 3. We help build a strategic brand plan everyone who works behind the scenes of the brand can follow. 1. Our deep-dive assessment will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth. 2. We will find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth. 3. We build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth
  • 32.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Learn to communicate with benefits not features We do a 360-degree assessment looks at the market, consumers, channels, competitors and the brand. Our deep-dive assessment will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth. Starting point is to explain what they get And then explain what you do Tell them what they get before you tell them what they do
  • 33.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Populate the Consumer Benefits Ladder Target: “Proactive Preventers”. Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They run, workout and eat right. For many, food can be a bit of a stress- reliever and an escape. Needs: Great taste, satisfy craving, healthy, maintain weight. Consumer Enemy: Guilt, failure, out of control diet, temptation. Insights: 1) “I have tremendous will-power. I work out 3x a week, watch what I eat and maintain my figure. But we all have weaknesses and cookies are mine. I just wish they were less bad for you” 2) “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways to achieve that balance.” Emotional Benefits: 1) I feel in control of my health. 2) I feel more confident in my diet. 3) I feel more knowledgeable about what I am putting in my body. Functional Benefits: 1) I get a great tasting cookie, as good as my current cookie 2) I get a low calorie snack to make my diet easier. 3) I can eat this when I’m hungry. Features: 1) In blind taste tests, Grays matched the market leaders on taste, but only has 100 calories and 2g of fat. 2) In a 12 week study, consumers using Grays once a night as a desert were able to lose 5 pounds. 3) All natural ingredients.
  • 34.
    We help brandsfind growth. We make brand leaders smarter.beloved brands Bringing all the work together to create a winning brand positioning statement To (Target) • Healthy proactive preventers who want to do more for their health, working moms, who are 35-40 years old. Gray’s is the (Category) • Tasty healthy cookie option That is the (Benefit) • Guilt free cookie that tastes so good that you can stay in control of your health That’s because (Support Points) • In blind taste tests, Gray’s matched the leaders on taste, but has only 100 calories and 3g of net carbs. • In a 12-week study, consumers using Gray’s once a night as a dessert were able to lose 5-10 pounds. 1 2 3 4
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    We help brandsfind growth. We make brand leaders smarter.beloved brands This works equally well for a B2B type brand GRAYS Stage Lighting To (Target) • Discerning stage directors of Broadway theatre companies Gray’s is the (Category) • Theatre stage lighting That is the (Benefit) • Inspiring lighting that brings the actors faces to life for theatre patrons That’s because (Support Points) • A 4 week test, using Grays, has shown that theatre patrons can notice every facial detail from the 40th row of the theatre. • We have testimonials from 20 leading Broadway theatre directors. Steven Jones said, “With Gray’s Lighting, our actors say they now hear every giggle and gasp in the audience, inspiring their best performance every night.” 1 2 3 4
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    We help brandsfind growth. We make brand leaders smarter.beloved brands The process works for healthcare brands To (Target) • Veteran smokers, 40-55, who are willing to do whatever it takes to quit. Graytine is the (Category) • Quit smoking aid That (Benefit) • Helps you stay in control, while you quit smoking, so that you are more successful That’s because (Support Points) • In clinical tests, patients were 38% more successful in quitting versus cold turkey. • Patients felt more in control. Fewer mood swings, urges to smoke and potential cheating moments. 1 2 3 4 Graytine
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    We help brandsfind growth. We make brand leaders smarter.beloved brands Positioning statement works for technology brands To (Target) • Business leaders who want to leverage technology to improve their competitive advantage, but lack the expertise to make it a reality in their company. GrayTech is the (Category) Technology solutions team That (Benefit) • Turns complicated business problems into technology solutions, to make your business more valuable. That’s because (Support Points) GrayTech’s people make the difference. • Our experts bring creative solutions that make technology simpler and an asset for your business to build upon. We design, build and manage everything linked to the technology foundation of your company. • Our people bring a level of care, commitment to quality and pride to our customers. We never give up and do whatever it takes. 1 2 3 4 GrayTech
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    We help brandsfind growth. We make brand leaders smarter.beloved brands And finally, to show it works on service/retail brands To (Target) • Concerned family members (35-55) who are looking for their parent 65+, hoping to make the right medical decisions Gray’s Medical Equipment is the (Category) Medical Equipment Service Provider That (Benefit) • Is the helping hand to make it easier to find the right medical equipment solution That’s because (Support Points) • At Gray’s, it’s more about our people than just our products. We take the time to listen to your needs and we’ll provide you with knowledgeable advice at eery state of the process,so you can make an informed decision on getting the right equipment. • We’ll take care of the paperwork and help you navigate the available funding processes and even work directly with insurance companies to make your purchase easier. 1 2 3 4 Gray’s Medical Equipment
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    We help brandsfind growth. We make brand leaders smarter.beloved brands Summary on brand positioning • A brand positioning statement is essential to ensure your brand stands out from the pack. Brands have to be better, different, cheaper … or else your brand will not be around for very long. • Match what consumers want to what your brand does best. Avoid taking on competitors where they are stronger and avoid entering zones consumers don’t care about. • Start by defining the consumer target, focused on those consumers most motivated by what you do best. Look at demographics, psychographics, need states, consumer insights, and the consumer’s enemy to help tell the story of the consumer. • Use the consumer benefits ladder to take the brand features and turn them into functional benefits expressing what the consumer gets, and emotional benefits expressing how they make the consumer feel.
 Use our benefit sort process to help find the winner, which is highly motivating to consumers and highly ownable for the brand. • Add two support points to help fill in the logic behind the main benefit. Support points can relate to process, product, third person, or behavioral factors. • Bring the homework together into a brand positioning statement that has a focused target, market reference, main benefit, and two reasons to believe.
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    We help brandsfind 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
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    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
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    Graham Robertson ofBeloved 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.