The document outlines a workshop designed for brand leaders, emphasizing the transformation of a brand’s internal DNA into an impactful external reputation. It details the importance of developing a unique and motivating brand positioning statement, alongside strategies for better consumer connection and loyalty through a 'big idea' that aligns with the brand's core values. Additionally, it highlights the necessity for cohesive organizational support to ensure consistency in messaging and brand experience across various consumer touchpoints.

1. Workshop for Brand Leaders to help the brand’s BIG IDEA transform your
internal BRAND DNA into an external BRAND REPUTATION.
The Big Idea
and Brand DNA

2. We make brands stronger.
We make brand leaders smarter.
Brand Positioning • Brand Plans • Marketing Execution • Brand Team Training

3. We make brands stronger.
We make brand leaders smarter.
Get Smarter about Marketing
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4. We make brands stronger.
We make brand leaders smarter.
Analyze
performance
Strategic
Thinking
Inspire smart
execution
Brand Plans Define Brand
We teach everything a Brand Leader needs to be successful

5. We make brands better.
We make brand leaders better.
The role of BRAND is to create a UNIQUE,
OWN-ABLE and MOTIVATING brand
IDEA that transforms the brand’s purpose-driven SOUL
into a brand REPUTATION that connects quickly and
lasts in the minds and hearts of the CONSUMER,
generating a tight BOND, POWER and PROFIT
beyond what the product alone could achieve.

6. We make brands stronger.
We make brand leaders smarter.
BRANDS need to STAND OUT to WIN!
The brand POSITIONING statement must be
UNIQUE, OWN-ABLE and MOTIVATING
so that consumers think, feel and act DIFFERENTLY

7. We make brands stronger.
We make brand leaders smarter.
BIG IDEA simplifies the brand
message with an outward
expression of the BRAND DNA,
which reflects the purpose,
values & motivations.
Big
Idea
As consumers
EXPERIENCE
the brand, they
either accept or
reject idea
Consumers who are continually
satisfied become loyal and develop
a BOND with brand
The brand’s BIG IDEA transforms your internal BRAND DNA into
an external BRAND REPUTATION.
CONSUMERS only have 7
seconds to CONNECT
with the brand’s big idea
Idealized state is when the BIG IDEA
drives the brand REPUTATION which then
perfectly matches up to the brand DNA
DNA Reputation= Consumers transform
their BRAND LOVE into a
REPUTATION they spread
1
2
3
4
5
6
=Big Idea
Brand
DNA
Consumer

8. Begin to narrowing down the possibilities
It’s about taking anything and everything you COULD be, and making decisions on
what you SHOULD be. You need to know what consumer is the most motivated by
what you have to offer, what message will get them to move how you want them to
move, and what possible support points you might need to back up your promise.
We need to do our homework to
set up the brand’s Big Idea

9. We make brands stronger.
We make brand leaders smarter.
The four elements of a Brand Positioning Statement
To
(Target)
• Who is in the consumer target? What slice of the
population will be 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 is the promise you will make
to the consumer target, thinking about the main benefit
(rational/emotional) you are promising to deliver?
That’s because
(Support Points)
• Why should they believe us? What support points
help to back up the main benefit?
1
2
4
3

10. We make brands stronger.
We make brand leaders smarter.
Target and insights What do consumers want?
Brand features What does your brand do?
Rational benefits What do consumers get?
Emotional benefits How does that make them feel?
Consumer
Define target, need
states, enemies
and insights.
Functional
In consumer’s
voice, answer, “so,
what do I get?”
Find benefits using a Consumer Benefits Ladder
Features
Product-focused
strengths, claims,
differences or
unique offerings.
1
3
2
Emotional
Look at rational
benefit, asking,
“so how does that
make me feel?”
4

11. We make brands stronger.
We make brand leaders smarter.
We summarize our great work into a Consumer
Target Profile that can be used in everything we do
Target
Consumer
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, feeling less guilt.
• Scream: Tell their friends they are using, and the success they are having.

12. We make brands stronger.
We make brand leaders smarter.
Stop telling consumers what you do and start telling them
what they get and how it will make them feel.
Features
What do you do?
Rational Benefits
What do i get?
Emotional Benefits
How do I feel?
Gray’s is the fastest
working headache
medication.
Gray’s helps you to get
on with your day.
With Gray’s, you can feel
optimistic that nothing will
get your way today.
Gray’s Bank stays
open till 8pm.
Gray’s Bank works around
your life instead of you
working around our life.
With Gray’s Bank, you can be
comfortable you can get to
the bank when you need to.
Gray’s cereal is a great
tasting low calorie
cereal.
Using Gray’s twice
a day, you can lose 5
pounds in two weeks.
With Gray’s, you can
feel inspired to stay in
control of your weight.

13. We make brands stronger.
We make brand leaders smarter.
What
consumers
want
What your
competitor
does best
What
your brand
does best
To be successful, Brands have to be better, different, cheaper…
or else they will not around for very long.
Winning Zone:
your brand’s clear
difference matters to
consumers
Losing Zone:
competitor meets
consumers needs
better than you
Risky Zone:
equally meet consumer
needs. You win through
speed, innovation and
emotional connection
Dumb Zone:
Competitive battle
where consumer
doesn’t care at all

14. We make brands stronger.
We make brand leaders smarter.
Building a winning brand positioning statement
To
(Target)
• Healthy proactive preventers who want
to do more for their health, working
moms, who are 35-40 years old.
Gray’s is the
(Category)
Tasty healthy cookie option
That is the
(Benefit)
• Guilt free cookie that tastes so good
that you can stay in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched the
leaders on taste, but only 100 calories
and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a desert were
able to lose 5-10 pounds.

15. What is the Big Idea and DNA for the brand?
Idealized state is when the BIG IDEA drives the brand REPUTATION which then
perfectly matches up to the brand DNA Build a Big Idea that is supported by product,
consumer views, brand character, brand role & internal beacon. This 7 second brand
definition helps frame the 60 second brand, 30 minute brand and lifetime brand,
always consistently telling the same story.
What’s the long-range Big Idea that
expresses feeling of the brand?

16. What is your brand’s
shout from the mountain?
What is your
brand’s Big Idea

17. We make brands stronger.
We make brand leaders smarter.
Brand
DNA
A brand finds equilibrium when the BRAND DNA,
BIG IDEA and REPUTATION are all the same.
Big
Idea
The DNA is why you get up in the morning to do what you do. We use the Big Idea
to express the DNA to the marketplace. The result of a consistent expression and
management by everyone who touches the brand, is to create a brand reputation
that ends up being a perfect match for the DNA.

18. We make brands stronger.
We make brand leaders smarter.
What is it that creates a bond between
the consumer and the brand?
Consumer
Brand

19. We make brands stronger.
We make brand leaders smarter.
Consumers first connect with the brand’s BIG IDEA,
which should be an outer reflection of the BRAND DNA
Big
Idea
BIG IDEAS that help simplify brand messages that makes it easily understood and
remembered. The idea must be unique, own-able and motivating. It must gain a
quick entry, be layered easily and have longevity over the life of the brand.
Consumer
Brand

20. We make brands stronger.
We make brand leaders smarter.
7 second brand
60 second brand
30 minute brand
Lifetime brand
Decision
Point
Experience
Point
Entry
Point
Testing
Point
A BIG IDEA for your brand helps ensures consistency in the
consumers mind as they notice, test, decide and experience the brand.
Consumer

21. We make brands stronger.
We make brand leaders smarter.
Modern consumer world sets up case for a Big Idea
After decades of being
burned by false promises,
modern consumers are
naturally cynical and
constantly doubting
brands. They test the brand
by asking detailed questions.
7 second brand
60 second brand
In today’s crowded
branded marketplace, the
modern consumers see
7,000 brand messages a
day. The fastest thing our
brains do is reject
brand messages.
Modern consumers
like to take control
over their buying
process as they move
from consideration to
search and finally to a
purchase moment.
30 minute brand
Lifetime brand
As the modern consumer
experiences the brand,
they either accept or reject
the promise. Consumers are
more loyal to brands they
share a common purpose
and shared values.
Brands need to move
with consumers
through to the
purchase moment
Brands need to
create
experiences
that match the
brand story
Brands need an
entry point to gain
permission to the
consumer’s brain.
Brands need a solid
story that closes off
any doubts
consumers may have
Can you describe your brand to CONSUMERS in 7 seconds, 60 seconds, 30
minutes and over the lifetime of the brand, always telling the same story?
1
2
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Consumer

22. We make brands stronger.
We make brand leaders smarter.
Complex brand organization affirms case for Big Idea
The people of an
organization deliver the
brand story, innovation,
purchase moment and
experience Together, they
create a bond with
consumers. Everyone needs
a common understanding and
talking points of the brand.
7 second brand60 second brand
The organizational
support behind
brands can be
complex. Various
departments have
differing motivations
and misaligned goals.
Organizations need to
break down silos to
ensure various groups
move in the same
direction, each with
unique solutions that line
up with other groups
30 minute brand
Lifetime
brand
It is the culture of the
organization who deliver
the experience the
brand. People are the
face of the brand, and
will be the source of
creating loyalty with
consumers
Brands need a
plan that gets
everyone on the
same page with
strategics, tactics
and project plans.
The culture under the brand is
quickly becoming the new product
that consumers connect with.
Brands need an
internal beacon to
rally the motivations
of their employees
Brands need to lay
out the detail so
everyone can know
the impact they have
Can you describe your brand to YOUR TEAM in 7 seconds, 60 seconds, 30
minutes and over the lifetime of the brand, always telling the same story?
1
2
3
4
Brand

23. We make brands stronger.
We make brand leaders smarter.
Nike’s Big Idea
Nike pushes your
athletic boundaries
beyond what you
thought was
possible, so you
can win on your
own terms.
Amazing slogan.
But not a big idea.
Big Idea focuses entire organization,
from what type of shoes you make,
who you hire, how you design stores
to the “Just Do It” slogan.
A slogan never drives your brand strategy.
The brand strategy drives your slogan.

24. We make brands stronger.
We make brand leaders smarter.
Apple
makes technology
so simple that
everyone can be
part of the
future.
Can you explain your brand in 7 seconds?
Special K
inspires and
empowers women
to take control and
maintain their
healthy body.
Starbucks
provides a personal
moment of escape
from a hectic life,
between work
and home.
Rolex stands
for performance
and prestige.
Assembled with
scrupulous attention
to detail to meet the
most exacting
standards.
BIG IDEAS that help simplify brand messages that makes it easily understood and
remembered. The idea must be unique, own-able and motivating. It must gain a
quick entry, be layered easily and have longevity over the life of the brand.
7 second brand

25. We make brands stronger.
We make brand leaders smarter.
SIMPLICITY
Once you have found your 7 second brand, can you
narrow it even further to the 1-second brand?
EMPOWER MOMENTS PERFORMANCE
1 second brand

26. We make brands stronger.
We make brand leaders smarter.
Products &
Services
Consumer
Reputation
Brand Role
Internal
Beacon
Big
Idea
Brand
Character
The blue print model to come up with your brand’s Big Idea
Internal ViewExternal View
The Bridge

27. We make brands stronger.
We make brand leaders smarter.
Big Idea Blueprint
Focused point of difference that your
brand can win on, because it meets
consumer needs, while separating
your brand from competitors.
Products & ServicesConsumer Reputation
Desired outward reputation of the
brand, that attracts, excites,
engages and motivates consumers
to think, feel and purchase.
Brand Role
Internal rallying cry that reflects your
purpose, values, motivations helping
to inspire, challenge and guide the
culture, including everyone’s focus
and daily behaviors.
Internal Beacon
The link between consumer and brand,
reflecting the way we service, support
and enable our consumers to ensure they
make the most of our brand offering.
Big Idea has to
accurately express the
brand’s soul, so it is
simply understood,
engaging, own-able and
moves consumers to
purchase.
Set of emotional characteristics,
and personality traits that help
consumers connect passionately
and identify with the brand on a
deeper self-reflective level.
Brand Character
Internal ViewExternal View
The Bridge

28. We make brands stronger.
We make brand leaders smarter.
Low calorie, tasty, delicious,
light tasting, low fat, low carb,
controls hunger, rich flavors,
creamy filling.
Products & ServicesConsumer Reputation
New, Innovative, Moms, Fresh,
Different, surprisingly tasty, Low
Calorie, the Diet Cookie,
unknown, sugar free, snack
replacement.
Brand Role
Delicious, soft, creamy, be
as good as a regular
cookie, never settle on
taste, healthy, low carb,
sugar is evil, natural
Internal Beacon
Enabling, supportive, knowledgeable,
helping hand, controls hunger, helps
indulge, pleasure
The Big Idea
Optimistic, excited,
motivating, inspiring, helps
stay in control, positive,
knowledgeable, food-lovers
Brand Character
Build your brand’s big idea by brainstorming KEY
WORDS for each area
Brainstorm 10-15 words for each area, then vote on the best 3-4 words
Step 1

29. We make brands stronger.
We make brand leaders smarter.
Delicious, low carb, low
calorie cookies that help
controls hunger and replace
their favorite cookie.
Products & ServicesConsumer Reputation
The fresh face in the cookie
aisle, known equally for health as
it is the great taste.
Brand Role
Healthy doesn’t have to
taste bad. We need to
make healthy, low carb
cookies that never settles
on taste.
Internal Beacon
Gray’s is the helping hand that allows
people to control their cravings and
maintain their weight.
The Big Idea
Optimistic, excited,
motivating, inspiring, helps
stay in control, positive,
knowledgeable, food-lovers
Brand Character
Turn the key words of each area into summary
KEY PHRASES
Take the best 3-4 words and build key phrases to summarize each area
Step 2

30. We make brands stronger.
We make brand leaders smarter.
Delicious, low carb, low
calorie cookies that help
controls hunger and replace
their favorite cookie.
Products & ServicesConsumer Reputation
The fresh face in the cookie
aisle, known equally for health
as it is the great taste. And I
won’t feel guilty eating them.
Brand Role
Healthy doesn’t have to
taste bad. We need to
make healthy, low carb
cookies that never settles
on taste.
Internal Beacon
Gray’s is the helping hand that allows
people to control their cravings and
maintain their weight.
GRAYS are the
best tasting yet
guilt free pleasure
so you can stay in
control of your
health.
Optimistic, feel good, and
motivated, helping to stay in
control, and knowledgeable
about the choices I make.
Brand Character
Inspire yourself to come up with a
BIG IDEA that summarizes everything
Using the 5 areas to inspire you, try to write a summary Big Idea
Step 3

31. Mathematical argument for
your brand’s BIG IDEA to
be a single message
The probability of success (P) is directly linked
to the inverse of the number of messages (M)
you have in your brand communication.
P =
1
2m
_

32. The Big Idea guides everything consumers touch
We manage the consistent delivery of the Big Idea over five consumer touch-points,
including the brand promise, story, innovation, purchase moment and brand
experience. This means everyone that works on those, whether management,
agencies, customer service, sales, HR and operations all should be looking at the Big
Idea as a guiding beacon for decisions.
Managing everything on the brand
based on the Big Idea and DNA

33. We make brands stronger.
We make brand leaders smarter.
• Create a simple brand promise that separates your brand from
competitors, based on being better, different or cheaper.
• Use your brand story to motivate consumers to think, feel or act, while
beginning to own a reputation in the mind and hearts of consumers.
• Fundamentally sound product, staying at the forefront of trends and
using technology to deliver on your brand promise.
• The moment of truth as consumers move through the purchase cycle
and use channels, messaging, processes to make the final decision.
• Turn the usage of your product into an experience that becomes a
ritual and favorite part of their day.
Brand Promise
Purchase Moment
Innovation
Experience
Align all 5 consumer TOUCH-POINTS under
the brand’s BIG IDEA
All 5 touch points work under the brand’s big idea
Brand Story

34. We make brands stronger.
We make brand leaders smarter.
Use big idea to
connect and
separate brand from
competitors
Use your brand’s
differences to move
consumers
Keep your brand
fresh and on top of
trends
Move consumers
through the buying
system
Building an
experience that
consistently over-
deliver the promise
Consumer
Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Positioning Communication Product
Development
Selling Operations
& Culture
BIG IDEA aligns all 5 consumer TOUCH-POINTS
Brand

35. We make brands stronger.
We make brand leaders smarter.
Take control of your
weight by replacing
your favorite snack
with Grays.
Real life stories that
show women living
“All the pleasure.
None of the guilt.”
We never sacrifice
on taste, you won’t
have to sacrifice
your cookie.
Interrupt purchase
routine to set up
Grays as the better
alternative.
Weight loss results
empowers you to
stay in control.
Promise Brand Story Innovation Purchase Moment Experience
Positioning Communication Product
Development
Selling Operations
& Culture
BIG IDEA:
Grays are the
best tasting
yet guilt free
pleasure
BIG IDEA aligns all 5 consumer TOUCH-POINTS
Consumer Brand

36. We make brands stronger.
We make brand leaders smarter.
Social Media Home PageEarned Media SearchPaid Media Purchase MediaExperiential
Make brand
newsworthy
to help
decisions.
Enlist lovers
as advocates
to influence
others.
Tell brand story
in own-able,
breakthrough,
moving way.
Help
consumers
make smarter
decisions.
Knowledge,
influence to
close the sale
or sell brand.
Bring brand to
life to replicate
ideal brand
experience
Manage
consumer
through entire
purchase cycle.
Big
Idea
Align all MARKETING EXECUTION under the BIG IDEA
Consumer
Brand

37. We make brands stronger.
We make brand leaders smarter.
Big
Idea
INTERNAL MESSAGING aligns all employees to deliver the BIG IDEA
ensuring BRAND CULTURE meets consumers and customer needs
Experience
Delivery
Problem
Solvers
Customer
Service
Top-to-top
servicing
Sales Team
Back room
team
ShippingR&D
Brand
Communication
Everyone that works for the brand should understand the Big Idea and
their role is in delivering that idea to consumers and customers.
Consumer
BrandCustomer

38. We make brands stronger.
We make brand leaders smarter.
BIG IDEA allows consistent delivery of the brand story with
a big CREATIVE idea and MEDIA execution
BIG IDEA should guide
CREATIVE IDEA that sets up
the Master Brand as well as
sub brands or sub messages…
…the MEDIA PLAN should also
leverage BIG IDEA to balance
how to execute the Master Brand
and sub brands or other mediums.
Creative Big Idea
Sub Brand
Campaign
Sub Brand
Campaign
Sub Brand
Campaign
J F M A M J J A S O N D
TV TV TV
Facebook
Event Event Sampling
Digital Twitter
In Store Displays
PR PR
Facebook FacebookWeather Twitter YouTube
Big
Idea
Master Brand
Anthemic
Campaign

39. We make brands stronger.
We make brand leaders smarter.
Customer
Big
Idea
External story
of the brand which creates
a position in the mind/heart
Internal story
of the brand which creates
the customer experience
Logo/Packaging
Sales Materials
Communications
Values/Culture
Innovation
Service
The external and internal story
are of equal importance to the
experience you create.

40. We make brands stronger.
We make brand leaders smarter.
Brand
Story
Brand
Positioning
Strategic
Plan
Retail
Selling
Organization
Culture
Driving
Profits
Vision&
Purpose&
Goals&
Key&
Issues&
Strategies&
Tac7cs&
Calendar&
Budget&
Target&
Insights&
Consumer&
Enemy&
Features&
Ra7onal&
Benefits&
Emo7onal&
Benefits&
Statement&
Winning&
Concept&
Social&
Media&
Digital&
Look&and&
Feel&
Communica7ons&
Strategy&
Brief&
Crea7ve&
Idea&
Paid&
Media&
Earned&
Media&
Trends&
Direct&
Interac7on&
Voice&of&
Consumer&
Consumer&
Experience&
Consumer&
Insights&
Behaviors&
Talent&
Hiring&
Training&
Values&
Revenue&
CAGR&
P&L&Mgmt.&
COGS&
ROI&
Priori7es&
Investment&
Forecasts&
Share&
Data&
NPD&
Produc7on&
PorOolio&
Mgmt.&&
R&D&
Plan&
Brainstorm&
NPD&
Investment&
Launch&
Plan&
Customer&
Priori7za7on&
Key&Accounts&
Distribu7on&
In&store&&
Message&
In&store&
Experience&
Buyer&
Rela7ons&
Budget&
Home&&
Media&
Consumer
Focus
Program&
Tracking&
Pricing&&&
Promo7on& Customer&
Analy7cs&
Program&
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Org&&
Structure&
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Mo7va7on&
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Our&&
Consumers&
Service&
Systems&
Service&
Values&
Media&&
Customer&
Innova7on&
Claims&
The!
Big Idea!
BIG IDEA WHEEL drives every part of your ORGANIZATION
Big
Idea

41. We make brands stronger.
We make brand leaders smarter.
Brand
DNA
A brand finds equilibrium when the
BRAND DNA, BIG IDEA and
REPUTATION are all the same.
Big
Idea

42. We make brands stronger.
We make brand leaders smarter.
Smart, healthy, low calorie and
most of all equally great tasting
alternatives to your conventional
food choices, especially in areas
women need the most help.
Products & ServicesConsumer Reputation
Helpful hand to make smart food
choices, when it’s easy to make
mistakes. We inspire, challenge,
and support you to be your best.
Brand Role
With Special K, we believe
healthy can taste great. Push for
innovation across any food option
that can help women maintain
their healthy weight.
Internal Beacon
We are on the side of women.
We make amazing tasting,
surprisingly creative and healthy
low calorie product options.
Special K provides a smarter
way to be in control of your
body. Make informed choices
backed by knowledge.
Brand Character
Big Idea Blueprint
Special K
inspires and
empowers women
to take control and
maintain their
healthy body.

43. We make brands stronger.
We make brand leaders smarter.
Big
Idea
Using Special K
for two meals a
day, we promise
you will lose 6
pounds.
Evolving from “lose
weight” to the “own it”
Love the body you
have and make the
most of it
Healthy can taste
great. Broad line up,
consistently delivering
lower calorie options
to maintain weight.
Surprising moment of
discovery that healthy
can taste so good.
Help where women
need healthier options.
Seeing personal
success and building
a community of
encouraging
success stories.
Promise Brand Story Innovation Purchase Moment Experience
Positioning Communication Product
Development
Selling Operations
& Culture
At SPECIAL K, we inspire and empower women to take
control and maintain their healthy body.
Brand
Consumer
BIG IDEA:
Special K empowers w
take Control and main
healthy weight

44. We make brands stronger.
We make brand leaders smarter.
We combine the work from generation the POSITIONING and
the BIG IDEA to build BRAND CONCEPT options
BIG IDEA:
Grays are the
best tasting
yet guilt free
pleasure

45. We make brands stronger.
We make brand leaders smarter.
Guilt free pleasure with Gray’s Cookies
Try Gray’s Cookies and find
your way to stay healthy
• Do you feel guilty when you stick your hand in the cookie
jar? Wouldn’t it be great if you could just sneak a cookie
without worry that you have gone off your diet?
• Gray’s Cookies are the best tasting yet guilt free
pleasure so you can stay in control of your health.
• That’s because Gray’s is low in fat and calories, yet still
tastes great. In blind taste tests, Gray’s cookies matched
the market leaders on taste, but only 100 calories, with
2g of fat and 3g of sugar. In a 12 week study, consumers
using Gray’s once a night as a desert lost10 pounds.
Main headline should capture
the Big Idea for your brand
Use Support
visual to
summarize
concept
Enemy or insights
helps connect quickly
with consumers
Support points
with two reasons
to believe
Motivating call to action to prompt purchase intent
Main Benefit in a
promise statement
Using the work around the POSITIONING and the BIG IDEA
to generate BRAND CONCEPT options

46. We make brands stronger.
We make brand leaders smarter.
Concept Test: Find the space where you can win, by matching
up what is own-able for your brand and motivating to consumers
How OWN-ABLE is this
idea for your brand?
How MOTIVATED
are consumers by
your brand’s idea?
High
High
Low
Low
Losing Zone
Consumers want it, but
your competitor owns it
Winning Zone
You own what
consumers want
Dumb Zone
Consumers don’t want it
and you don’t own it.
Risky Zone
Can win through speed,
innovation & emotion

47. How Apple uses the Big Idea to manage
every part of their brand

48. We make brands stronger.
We make brand leaders smarter.
• In 1996, the Apple brand was bordering on bankruptcy. They
were basically just another computer company, without any real
point of difference. Years of overlooked opportunities, flip-flop
strategies, and a mind-boggling disregard for market realities
caught up with Apple, Windows 95 has seriously eroded the
Mac's technology edge. Apple was rapidly becoming a minor
player in the computer business with shrinking market shares,
price cuts and declining profits.
• This was the year before even contemplating the return of Steve
Jobs, really showcasing how badly Apple was run through the
1990s. Bad decisions, inconsistent strategies and most
importantly....no big idea. Everything Jobs did was built around
the big idea of "making technology so simple that everyone can
be part of the future." He took a consumer first approach in a
market that was all about the gadgets, bits and bytes.
Is this a good strategy or bad?
Strategic Case Study:
Apple builds everything around a Big Idea

49. We make brands stronger.
We make brand leaders smarter.
Apple uses surprising technology
that changes the world. We make
every product stylish, simple, easy
to use. Essential to stay at the
fore-front of technology.
Products & ServicesConsumer Reputation
Apple is an inspiring and
enabling coach that teaches you
easy ways to unlock modern
technology so you can avoid any
intimidation or frustration
Brand Role
At Apple, we are a consumer
driven company that starts with the
consumer experience and then
works back to the technology, to
eliminate consumer frustrations.
Internal Beacon
At Apple, we think like consumers.
We make it so easy to use modern
electronics, so that you will feel smarter
and at the leading edge of technology
Apple
makes technology
so simple that
everyone can be
part of the
future.Apple is optimistic and excited
for what the future has to
offer, wanting to make a dent
in the universe, motivating
and inspiring
Brand Character
Big Idea Blueprint

50. We make brands stronger.
We make brand leaders smarter.
We think like
consumers, and
make everything
user friendly.
Technology should
not be frustrating.
We make it easy to
do more/get more.
Surprising leap-
frog technology
around simplicity
Allow consumers to
try, touch, feel in a
soft sell retail store.
Launch hysteria.
Enable consumers
to get the most from
your Apple.
Apple
Brand
Promise Brand Story Innovation Purchase Moment Experience
We make
technology so
simple that
everyone can
be part of the
future
Positioning Communication Product
Development
Selling Operations
& Culture
Consumer
BIG IDEA aligns all 5 consumer TOUCH-POINTS

51. We make brands stronger.
We make brand leaders smarter.
For 40 years, Apple’s brand story has been about challenging the
status quo of the category in a way that expresses “simplicity”
Apple’s BIG IDEA has helped frame the creative idea in
making “simplicity” at the core of the BRAND STORY

52. We make brands stronger.
We make brand leaders smarter.
All in one for
work & creativity
at work or family
at home. The
original brand.
Do everything
anywhere. Can be
creative functional,
with durable,
portable products.
Ubiquitous
connectivity to your
world as you go.
Mail, phone, music,
photos.
iTunes, Apple
music, Beats The
fun of music,
movies, books
Escape to
explore the world
of social,
entertainment
and connectivity.
Home/Office Portable Mobile SocialEntertainment
Apple’s BIG IDEA has been an internal beacon that has
driven “simplicity” into all of their PRODUCT INNOVATION

53. We make brands stronger.
We make brand leaders smarter.
Genius Bar where you can
get one-on-one tech support
Training Courses on any
Apple products.
Take any Apple product on
a test drive. Or just
casually play around.
Accessories to help
personalize your Apple
products and experience.
Apple stores are a gathering place for brand lovers to help
“simplify” learning and make for “simple” purchase moments
Apple’s BIG IDEA has been the inspiration for making the
PURCHASE MOMENTS very simple

54. We make brands stronger.
We make brand leaders smarter.
Straight out of the box,
all Apple products are set to work
right away. No set up needed.
Full access for become an
expert. Not just for computer
nerds, Apple allows everyone
(from kids to seniors) to
experience the joy of computer.
Apple’s BIG IDEA starts with the expected BRAND
EXPERIENCE and works back to the technology
Integration across platforms.
Not just that they work together,
but that they work the same.
Fully integrated Apple
Care Support. Live
chat, phone, email, sign
up for courses, or go in
for working sessions.

55. We make brands stronger.
We make brand leaders smarter.
The 7 elements of strategy with Apple
• Apple wants everyone to be part of technology in the future.
• Focus on building everything around simplicity and design. Take a consumer
first mentality to technology, to transform great technologies into “consumer
accessible” technology to give Apple the perception of an innovative leader.
• Capitalize on consumer frustration with technology, that was preventing the
mass consumers from experience everything technology can offer.
• While a fast follower on technology, by making it consumer friendly and easy to
use, Apple was the fastest to create consumer friendly laptops, phones, tablets.
• Each new product provided a major early win. Leveraged high profile launch
events to generate excitement, and transform those early adopters into vocal
Apple activists that spread the word.
• With each new launch, Apple transformed their success into building under the
idea of “making technology so simple that everyone can be part of the future.” They
have continued to leverage their brand fans to help enter new categories.
• Apple is now the most beloved consumer driven brand, with premium prices,
stronger market share, sales and profits.
Vision
Early
Win
Speed
Leverage
Gateway
Opportunity
1
2
3
4
5
6
7

56. We make brands stronger.
We make brand leaders smarter.
• Vision: Apple wants everyone to be part of technology in the future.
• Goals: Continue 10% sales growth, Double market share in Asia, Launch 5 new
technology enhancements per year
• Key Issue: How do we battle Samsung/Google in smart phones? How do expand beyond
our saturated North American market? What technology platform will the next round of
surprising innovation come from? How do we strengthen and leverage our bond with our
most loyal Apple users?
• Strategy: Regain leadership in smart phone technology. Geographic focus into China.
Build community around cloud technology. Higher service to tighten Apple community
• Tactic: Continue to improve technologies on current products. Launch into the wearables.
Specific Chinese products. New retail space. Build e-commerce China program. Integrate
retail purchasing. Explore automated cars. Explore acquisition into social media programs.
Increase courses for Apple U.
What would Apple Brand Plan look like
The strategic lesson here is the power of a Big Idea and how you can
build every touch point and your entire organization around the Big Idea.

57. We make brands stronger.
We make brand leaders smarter.
Promise: Experience:Innovation Purchase MomentStory:
Vision:
Purpose:
Values:
Brand strategy road map for the future
Strategies:
Tactics:
The Big Idea: Apple makes technology so SIMPLE that everyone can be part of the future
© Beloved Brands Inc.
• Increase size options
• Improve tech experience
• Win on design
• Launch watch to catch up
to competitors
Regain leadership in
smart phone technology
Higher service to tighten
Apple community
Build community around
cloud technology
Geographic focus into
China
• Specific Chinese products
• Brand building program
• New retail space
• Build e-commerce China
program
• Integrate retail purchasing.
• Explore automated cars.
• Explore acquisition into
social media programs
• Take more services
online, face to face.
• Increase Apple U courses
• Increase retail footprint.
Apple wants everyone in the world to be part of the future.
At Apple, we want to make a dent in the universe by challenging the status quo and thinking differently.
We believe equally in art and technology.
Consumer first, simplicity and ease-of-use, stylish designs, fast-to-market, community.
Goals:
Issues:
Continue 10% sales growth, double market share in Asia, launch 5 new technologies per year.
1. How do we battle Samsung/Google in smart phones?
2. How do expand beyond our saturated North American market?
3. What technology platform will the next round of surprising innovation come from?
4. How do we strengthen and leverage our bond with our most loyal Apple users?
We make technology
so simple so that
everyone feels smarter
Technology should
not be frustrating. We
make it easy to do
more/get more.
Surprising leap-frog
technology around
simplicity
Allow consumers to
try, touch, feel in a soft
sell retail store.
Launch hysteria.
Enable consumers
to get the most from
your Apple.

58. We make brands stronger. We make brand leaders smarter.
Brand Management Training

59. We make brands stronger.
We make brand leaders smarter.
The smarter your brand
team, the more incredible
the work they will produce
and the stronger the
brand results you will see.
We teach everything a brand leader
needs to be smarter, including strategic
thinking, analytics, planning, briefing and
marketing execution.
Do you want to make
your brand team smarter?

60. We make brands stronger.
We make brand leaders smarter.
We will make your team of BRAND LEADERS smarter, so they produce
smarter work that drives stronger brand results.
How to think strategically
Write smarter Brand Plans
Create winning Brand Positioning Statements
Write smarter Creative Briefs
Be smarter at Brand Analytics
Get better Marketing Execution
How to build Media Plans
Customer Marketing
Managing your Marketing career
Motivational lunch and learns
1
2
6
4
5
3
7
8
9
10
“Graham makes Brand Leaders.
His boot camp style instruction
is perfect for the development of
anyone in brand management.
He challenges you to be better,
makes you question your
decisions with rigor and provides
the right level of coaching to
bring you to the next level.”
Program
Participant

61. We make brands stronger.
We make brand leaders smarter.
Strategic thinkers see “what if” questions before
seeing solutions, mapping out a range of decision
trees that intersect and connect by imagining how
events will play out.
• At Beloved Brands, we believe that strategic thinking is one
of the foundations from which all marketing is built upon.
• We start with the seven elements of good strategic thinking:
vision, opportunity, focus, speed, early wins, leverage and a
gateway to gain bigger results.
• We use four questions to help frame your brand’s strategy,
looking at your competitive position, what is your brand’s
core strength, how tightly connected is your brand with your
consumer and what is the internal situation your brand
faces.
• We look at the role of brand strategy in creating a bond,
power and profit.
• We will lead you through a hands-on workshop that lets you
try out concepts on your own brands with hands-on
coaching to help you improve.
How to think strategically
Turning focus into bigger gains for your business
Workshop 1:
Strategic Thinking

62. We make brands stronger.
We make brand leaders smarter.
Before you dive into strategy, you have to dive
into the brand’s performance metrics and look
at every part of the business—category,
consumers, competitors, channels and brand.
• At Beloved Brands, we show how to turn data into
strategic stories that help express opinions backed by
fact.
• We start with good analytical principles and show how
to assess category, consumer, channels, brand,
competitors to tell health & wealth of Brand
• We use the analysis to turn fact into insight and data
breaks sets up strategic choices.
• We show you how to turn analytical thinking into
projections extrapolating data into the future, starts
with what you are see in the current.
• We summarize how to write analytical stories for
management, with a hands-on workshop to develop a
Business Review presentation using your own brands.
How to do brand analytics
Turning data into analytical story telling
Workshop 2:
Analytical Thinking
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63. We make brands stronger.
We make brand leaders smarter.
A good Brand Plan provides a road map for
everyone in the organization to follow: sales,
R&D, agencies, senior leaders, even the Brand
Leader who writes the plan.
• At Beloved Brands, we explain and then show Brand
Leaders how to write each element of their Brand Plans,
looking at brand vision, purpose, values, goals, key
Issues, strategies and tactics.
• We’ll show how your strategic options get executed in
terms of media, R&D or the brand experience the culture
creates behind the promise.
• With each key term, we’ll take it on a test run using your
brand for the example, giving feedback on the spot. We’ll
use a hands-on workshop to put the Brand Plan into a
presentation for management and a very tight one page
Brand Plan summary document for all to follow.
How to write a brand plan
Creating a brand plan that everyone can follow
Workshop 3:
Brand Plans

64. We make brands stronger.
We make brand leaders smarter.
How to write Positioning Statements
The promise the brand makes to the consumer
The brand positioning statement sets up the
brand’s promise to the consumer, impacting
both external communication (advertising, PR
or in-store) as well as internally with
employees who deliver that promise.
• At Beloved Brands, we explain and show brand
leaders how to write classic brand positioning
statements with the target market, key benefits and
reason to believe (RTBs).
• We start with the consumer and build a customer
value proposition. We’ll teach how to define the target
market and build insights to bring their story to life.
• We show you the difference between features and
benefits, looking at rational benefits (what do I get?)
and emotional benefits (how does it make me feel?)
• We will show how to turn positioning into a brand
concept that can be ready for research testing.
• Our hands-on workshop helps you write your brand’s
positioning statement with live coaching.
Workshop 4:
Brand Positioning
Target and insights!
What do consumers want?!
Brand features!
What does your brand do?!
Rational benefits!
What do consumers get?!
Emotional benefits!
How does that make them feel?!

65. We make brands stronger.
We make brand leaders smarter.
The brief helps focus the strategy so that all
agencies can take key elements of the brand
plan positioning to and express the brand
promise through communication.
• At Beloved Brands, we help the brand leaders take the
elements of strategy (from the Brand Plan) and
positioning (from the Brand Positioning Statement) to
distill it down to a very succinct 1-page Creative Brief.
• We start with the role of advertising in changing
consumer behavior to drive drive the brand’s bond,
power and profit.
• Before the brief, we show you how to do your
homework with an advertising strategy that combines
positioning and brand plan. We then turn the Brand
Communications Strategy into a creative brief to
produce great communications of the brand story
• The hands-on workshop is a great tool for developing
creative briefs on your brand, looking at objectives,
target, consumer insights, stimulus and response.
How to write Creative Briefs
Translating the strategy for agencies
Workshop 5:
Creative Briefs
CREATIVE(BRIEF((
1.""Why(Are(We(Adver3sing(
Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&&
2.#What’s(the(Consumer(Problem(We(are(Addressing(
I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer&
myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&"
3.((Who(are(you(talking(to?(
“Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to&
stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and&
escape&even&for&people&who&watch&what&they&eat.&&&&"
4.((Consumer(Insights(
L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But&
we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”&
L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to&
achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”&
5.(What(does(our(consumer(think(now?(
I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste&
that&good,&it’s&something&I&might&consider&as&a&snack.&&&
6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)(
We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&"
7.((What(should(we(tell(them?((S3mulus:((benefit)(
With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in&
control&of&your&health.&&
8.((Why(should(they(believe(us?(
In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and&
2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&&
9.((Brand(Posi3oning(Statement(
For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure#
so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a&
low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&
taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&
as&a&desert&were&able&to&lose&5lbs.&&&
10.((Tone(and(Manner(
Successful,&Mo>vated,&Reliable,&In&Control,&Natural.&
11.((Media(Op3ons(
Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry&
the&idea&into&digital,&social&media&and&a&microsite.&&&
12.((Mandatories(
The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole&
Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the&
12&week&study.&&&

66. We make brands stronger.
We make brand leaders smarter.
Brand Leaders rely on agencies to execute. They
need to know to judge the work effectively to ensure
they are making the best decisions on how to tell the
story of the brand and express the brand’s promise.
• At Beloved Brands, we provide Brand Leaders with tools and
techniques for judging communication concepts from
agencies, as well as process for making decisions and
providing effective feedback.
• We talk about the crucial role of the brand leader in getting
amazing marketing execution
• We teach how to make marketing decisions so you can
choose great ads and reject bad ads looking at tools such as
Attention (A), Branding (B), Communication (C) and
Stickiness (S)
• We show how to provide copy direction that inspires and
challenges the agency to get great execution
• We’ll also talk about how to be a better client so you can
motivate and inspire your agency.
Get better Marketing Execution
Evaluating, deciding and giving direction to agencies
Workshop 6:
Marketing Execution

67. We make brands stronger.
We make brand leaders smarter.
Workshop for brand leaders to help them make
strategic decisions on media. We look at media as
an investment, media as a strategy and the various
media options—both traditional and on-line.
• At Beloved Brands, we provide Brand Leaders with new
ways to think about media to be able to drive long term
growth and profits for your brand.
• The role of media in changing consumer behavior to drive
drive the brand’s bond, power and profit. We look at impact
of media on consumer behavior.
• How to strategically leverage your Media Investment to help
build a stronger, more powerful Brand. We show where
media fits into creative process.
• Using traditional media options to drive your brand. Talk
about TV, radio, newspaper, out-of-home.
• Using on-line media options to drive your brand. Review on
digital, social, search and earned media.
Get better Media Planning
Evaluating, deciding and giving direction to agencies
Workshop 7:
Media Planning

68. We make brands stronger.
We make brand leaders smarter.
Brand Leaders need to know how to move consumers
on the path to purchase, by gaining entry into their
consumers mind, help them test and decide and then
experience so they buy again and become a brand fan.
• At Beloved Brands, we provide Brand Leaders with analytics,
planning and decision making tools to help instincts and
judgement for moving consumers to purchase.
• Complete in-store business review, looking at categories,
consumer shopping behavior, competitors, customers and the
overall brand performance.
• We teach the basics of customer marketing planning, identifying
the target consumer, in-store main messages, strategies, tactics
and project management. We also provide a planning process
for marketing and sales to work together.
• We look at the available tools for customer marketing including
pricing, promotions, retail shelf management merchandising and
operational execution. We provide all the financial equations
you need to measure success.
• We’ll also talk about how to manage the in-store agency to get
the best available execution.
Win the Purchase Moment
Assess, target and and move consumers to purchase
Workshop 8:
Customer Marketing

69. We make brands stronger.
We make brand leaders smarter.
Manage your Marketing Career
Workshop to help your career in Brand Management
Topics we cover:
• Assessment: Skills, behaviors,
experiences.
• How your core strength impacts your
future career choices.
• Checklist for what it takes to be
successful at each of the four levels:
Assistant Brand Manager, Brand
Manager, Director and VP/CMO.
• Building your personal brand, around
a Big Idea, a plan and a story.

70. We make brands stronger.
We make brand leaders smarter.
Lunch and Learn Programs
We have created motivational 60-90 minute presentations on
key topics that will help challenge your brand team.
Topics we cover:
• How to create a beloved,
powerful and profitable brand.
• How to think strategically and
build your brand plans.
• How to create a Big Idea for your
brand and build it into your
Marketing Execution
• How to lead a successful
marketing career.

71. We make brands stronger.
We make brand leaders smarter.
“Brand Boot Camp”
We have created two separate 3-day
training programs for brand leaders.
1. Strategic Thinking
2. Analytics
3. Brand Planning
4. Customer Marketing
1. Positioning and Concepts
2. Creative Briefs
3. Marketing Execution
4. Media Planning
Boot Camp A
Strategic Planning
Boot Camp B
Brand Execution

72. We make brands stronger.
We make brand leaders smarter.
We work the way that best meets your needs
Team Building Off sites
Boardroom
via Skype
Small Group
Brand Leader Training
Large Group

73. We make brands stronger.
We make brand leaders smarter.
LOVE IT
INDIFFERENT
BELOVED
LIKE IT
We believe that the more LOVED a brand is by consumers, the more
POWERFUL and PROFITABLE that brand will be.
1
Brands move along the BRAND LOVE CURVE
increasing the bond with consumers
2
Consumers connect with the BIG IDEA re-enforced
with 5 touch-points that support the big idea
3
Consumer bond creates POWER that the brand
can leverage with all key stakeholders
4
From the brand power comes 8 ways to drive
PROFIT through price, cost, share and market size
Promise Experience
Purchase Moment
InnovationStory
Big
Idea
Media
Consumers
Influencers
Channels
Competitors
Suppliers
New Entrants
Employees
BrandConsumer
Power
CostPrice
Market SizeShare
Higher Margin %
Higher Volume

74. We make brands stronger.
We make brand leaders smarter.
Our CLIENTS speak out on our behalf
“Graham provided expert advice and reliable suggestions during coaching sessions to build brand
performance with my team. His knowledgable experience was extremely valuable. I would recommend
leveraging his expertise for brand coaching, teaching and brand planning.”
Lana Jensen, Brand Manager, 3M
“The most efficient investment in my marketing budget was the Graham’s training to team. He managed
to translate the “heavy marketing” slang we all had from books and previous companies to down-to-earth
brand management PRACTICAL frame-work that was easy to understand from everyone. Everything he
taught us was simple to understand, but at the same time entertaining and setting the bar high. Beloved
brands covers it all from situation to issues, strategy to activation. Simple, short and every word step-
by=step making you better and practical brand leader, making stronger and profitable brands.”
Zhelyaz Koliovski, Marketing Manager, Vinprom Peshtera in Bulgaria
“The knowledge base of Beloved Brands is quite vast and practical. They helped to upgrade my strategy
team significantly, going through several modules from strategic thinking to creative briefs and overall
brand management. Graham is a great developer of people, and I would love to work with him again.”
Feyi Olubodun, Head of Planning, Grey Advertising in Nigeria

75. Graham is one of the voices of the modern Brand Leader.
He started Beloved Brands knowing he could make brands stronger and brand leaders smarter.
Beloved Brands will challenge you to think strategically so you can create a Brand Positioning,
a Brand Concept and a Big Idea for your brand. Graham will help write Brand Plans
that focus everyone who work on the brand and make your team of Brand Leaders
smarter so they can produce better work that drives stronger brand results.
Graham spent 20 years in Brand Management leading some of the world’s
most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke,
rising up to VP Marketing. Graham played a major role in helping Pfizer win
Marketing Magazine’s Marketer of the Year.
His public speaking appearances inspire brand leaders to love
what they do. Over 4 million marketers have visited his website,
beloved-brands.com with the desire to become smarter.
Graham Robertson at Beloved Brands
A NEW WAY to look at Brand Management
We make brands stronger.
We make brand leaders smarter.

76. We make brands stronger.
We make brand leaders smarter.
Work History
• Beloved Brands, President, 2010- Present
• TD Bank, Head of Advertising, 2009-10
• Johnson and Johnson Consumer, VP Marketing, 2005-08
• Johnson and Johnson Consumer, Group Brand Director, 1999-2005
• Johnson and Johnson Consumer, Senior Brand Manager, 1997-99
• General Mills, Associate Brand Manager, 1994-96
• Coca-Cola, Summer Marketing Intern, 1993
• General Electric, Marketing Training Program, 1989-92
Education
• MBA, Ivey School of Business, Western University, 1994
• Bachelor of Commerce, Carleton University, 1989
Graham Robertson at Beloved Brands
EXPERIENCE in Brand Management

77. We would love the
opportunity to help you
unleash the full potential
of your brand and your
brand leaders.
Graham Robertson • 416 885 3911 • graham@beloved-brands.com