Workshop to provoke you to think differently and see how a brand’s BIG IDEA reflects the brand’s SOUL and transforms the experience and bond into a REPUTATION
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
The step-by-step process for how to define your B2B brand.
This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love.
https://beloved-brands.com/brand-positioning/
B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book.
To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
Learn finance 101 for marketers
My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market.
To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK
Workshop for Brand Leaders to help define your brand positioning statement, brand concept and organizing big idea.
https://beloved-brands.com/brand-positioning/
The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication.
1, Marketing Execution must impact the brand’s consumers in a way that puts your brand in a stronger business position. The Creative Brief is the bridge between the brand strategy and the execution.
2. Through our Brand Positioning workshop, you will have all the homework on the brand needed to set up the transformation into a succinct 1-page Creative Brief that will focus, inspire and challenge a creative team to make great work.
3. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
4. Brand Leaders walk away from the session with a ready-to-execute Creative Brief.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Feel free to download. Brands need to stand out to win. Marketers face limited resources that they apply to an unlimited choices. The role of the Brand Positioning Statement is to take everything you know about your brand and begin making focused decisions on who you will serve, what you will say that is unique, own-able and motivating to get consumers to think, feel and act differently to create a bond that is stronger than what the product alone could do. A good positioning statement should balance the rational and emotional benefits for the consumer. Your positioning has to reflect your internal brand soul and help shape your external brand reputation.
The more beloved the brand, the more valuable the brand.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
In the new economy, Brand Love is the new currency, with marketing shifting to building big ideas, leveraging purpose-driven stories that are in the moment, creating consumer experiences that people talk about, managing ubiquitous purchase moments all helping to steer the brand’s reputation. Marketing has to focus on creating a brand reputation with consumers, and equally creating an organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumers, the best brands confidently whisper to those most motivated by what they do, who then scream with influence to their friends. In the new world, the best brands now fight for a place in the minds and hearts of consumers.
The step-by-step process for how to define your B2B brand.
This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love.
https://beloved-brands.com/brand-positioning/
B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book.
To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:
How to think strategically
Write a brand positioning statement
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
Learn finance 101 for marketers
My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market.
To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
• Brands sit somewhere on the hypothetical Brand Love curve
• There are 5 connections needed to create love for your brand
• The Brand Connectivity and love generates power for your brand.
• Having Power for your brand helps generates profit in 8 ways
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Developing strong brand strategies is hard, almost as hard as leading great workshops. Keeping people engaged and on task can be a challenge so I created this brainstorm worksheet for some of the workshops I've led. I have found it pretty helpful in guiding the conversation and making it more collaborative and interactive.
Thought I would share the love in case it proves useful to anyone else out there :)
Feel free to leave me comments or feedback on how to make it stronger or more effective.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
How to write your annual Brand Plan so that everyone in your organization can...Beloved Brands Inc.
Have you ever noticed that people who say, “We need to get everyone on the same page” rarely have anything written down on ONE page? People use the term “fewer bigger bets” all the time, yet these same people seem to be fans of those small little projects that deplete resources. People say they are good decision-makers, yet struggle when facing strategic choices, so they try to justify doing both options. A well-written Brand Plan should force your hand in how to allocate your brand’s limited resources to drive the highest return. We believe that a Brand Plan should be on one page!
We look at the role of the Brand Leader, how to develop marketing execution strategy, tools to make marketing decisions and how to give direction to an agency.
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.
We make brands stronger and brand leaders smarter. Here's how we can help:
1. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation.
2. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan.
3. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand.
4. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth.
5. Our Executive Coaching program is designed to help Marketing Leaders get smarter, and then drive stronger performance on their brands. Executives can use their increased knowledge to help their own teams get smarter.
Free Download on How to stop writing Ugly Creative Briefs
The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.
Here is a chance to create a "big idea" for your brand, which that big idea is then used through the organization. It would help frame the long range Brand Strategic Road Map, helping to frame the brand promise, strategy, story, freshness and experience behind the brand. That big idea also gets used to tell the brand's story, both internally through vision, values and behaviours, and externally by creating a brand position in the minds/hearts of consumers through mass communication, logos/packaging and the inshore experience.
We coach Brand Leader on the principles of good analysis, how to assess health and wealth of the brand and turning your analytical thinking into strategic stories, projections and reports. We look at:
1. Principles of Good Analytics Gain more support for your analysis by telling analytical stories through data.
2. Health and Wealth of the Brand Assess brand situation looking category, consumer, channels, brand and competitors
3. Analytical stories get Decision Makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
4. Turn analytical thinking into projections Extrapolating data into the future, starts with what you are see in the current.
5. Monthly Brand Report Keep everyone on the team informed, engaged and aware of the strategic thinking
• Brands sit somewhere on the hypothetical Brand Love curve
• There are 5 connections needed to create love for your brand
• The Brand Connectivity and love generates power for your brand.
• Having Power for your brand helps generates profit in 8 ways
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.
Workshop to help turn consumer insights into a brand strategy that will help the brand win in the market
Workshop Agenda
1. How to use consumer insights to bring the consumer to life
2. How to use consumer insights to define your brand
3, How to use consumer insights to develop brand strategy
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Developing strong brand strategies is hard, almost as hard as leading great workshops. Keeping people engaged and on task can be a challenge so I created this brainstorm worksheet for some of the workshops I've led. I have found it pretty helpful in guiding the conversation and making it more collaborative and interactive.
Thought I would share the love in case it proves useful to anyone else out there :)
Feel free to leave me comments or feedback on how to make it stronger or more effective.
Get our ideal Brand Plan template in a downloadable PowerPoint file.
Link: https://beloved-brands.com/product/brand-plan-template/
Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans.
Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan.
Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap.
For more on Beloved Brands, here are a few of our most popular articles
1. Beloved Brands Marketing Training programs.
https://beloved-brands.com/brand-management-training/
2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career.
https://beloved-brands.com/mini-mba/ for online marketing course
3. Simple process to build your Brand Positioning Statement
https://beloved-brands.com/brand-positioning/ for brand positioning
4. How to write a Marketing Plan
https://beloved-brands.com/marketing-plans/
5. Our one-page strategic plan
https://beloved-brands.com/brand-strategy-roadmap/
6. The best and worst of a Creative Brief
https://beloved-brands.com/creative-brief-line-by-line/
7. Marketing Plan Template
https://beloved-brands.com/product/marketing-plan-template/
8. Our one-page Brand Plan
https://beloved-brands.com/brand-plans
9. How to understand Brand Architecture
https://beloved-brands.com/brand-architecture
10. How to use Marketing Funnels to analyze your brand
https://beloved-brands.com/marketing-funnels/
A brand strategy is a plan for brand management that answers the big questions: who, where, why, what and when?
Building a strong brand requires a continuous commitment to excellence and an understanding of the qualities that define
the brand.
Here a practical guide to help you outline a successful Brand strategy.
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.
Growth through Empathy: Learn from example to level up your marketing and con...AJ Davis
Growth through Empathy is a webinar series to help you win over customers by understanding how they think and what's important to them. Sign up for our monthly webinars here: http://growththroughempathy.com/
View the past recording here: https://www.youtube.com/watch?v=MLbAryV-poc&feature=youtu.be&t=3&ab_channel=ExperimentZone
By the end of each session, you'll walk away with actionable advice you can apply to broaden your marketing reach and improve conversion.
In this session, we give real advice to real brands, DIG and DesigNooks.
Women in Innovation: Building Success - BrandingKTN
Branding is more than just a name, design or slogan, it is a way to distinguish yourself from your competitors and make a memorable impression on consumers.
Done correctly your brand can not only add real value to your company, but can outlive your products.
In this webinar we will explore:
- Why you should be thinking about building a strong brand from the get go aspects of branding
- How to build your brand and reputation
Find out more about the Diversity and Inclusion Interest Group at https://ktn-uk.co.uk/interests/diversity
My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.
Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan
Here are the 5 marketing processes that every brand leader must know to be successful in your job.
✅ How to define your brand positioning
✅ How to write a marketing plan
✅ How to inspire marketing execution
✅ How to analyze your brand's performance
✅ How to think strategically
Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer.
Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training.
Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics.
Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile.
For more information on Beyond the MBA, go to:
https://lnkd.in/e8f_dKn
Here are some of our best Beloved Brands stories on brand management:
Read how to write a brand positioning statement:
https://beloved-brands.com/2012/05/06/brand-positioning-statement/
Read how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Read how to write a brand strategy roadmap:
https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/
Read how to write brand concept:
https://beloved-brands.com/2013/10/12/brand-concept/
Use your 7-second pitch to manage your brand reputation.
How do you define yourself, by where in the marketplace you see yourself having the biggest impact?
What is the primary benefit you provide your target, whether they are potential prospects?
What is the secondary benefit you provide your target, whether they are potential prospects?
What is the expected result you deliver, that matches up to your target’s potential goals?
How to make decisions on advertising that drives brand linkBeloved Brands Inc.
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air.
You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart.
To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story.
To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad.
In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising.
Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories.
This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve.
If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager.
There are eight ways you can drive brand profits
1️⃣ Premium pricing
2️⃣ Trade loyal consumers up to a higher price
3️⃣ Lower cost of goods
4️⃣ Lower marketing and selling costs
5️⃣ Steal competitive users
6️⃣ Get loyal users to use more
7️⃣ Enter into new markets
8️⃣ Find new uses for the brand
This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4
The marketing skills you need to be a successful Brand LeaderBeloved Brands Inc.
Our Brand Leader white paper on marketing skills
At Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to understand how to write a brand plan that everyone can follow.
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business.
Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.
Do you know your consumer better than your competition knows your consumer?
Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them.
What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver.
There is only one source of revenue. Not the products you sell, but the consumers who buy them.
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team.
As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.
How to use brand analytics to lead a business review on your Brand
You owe your brand a deep-dive business review at least once a year. It should be the start of your brand planning process. Otherwise, you are being negligent to your brand and will operate on the surface level, missing what’s going on beneath the surface. To go deep, you need to look at everything–including the category, consumers, channels, competitors and then your own brand.
We will look at four levels of Marketing which are Assistant Brand Manager, Brand Manager, Marketing Director and VP/CMO. While we present in a linear way, I think learning is rather random. We gain confidence through our success but we learn from our failures. You must boldly look to make an impact and take chances. Put all your passion into your work. At every level you have to adjust to the new role. Brand Managers fail when they keep acting like ABMs who are looking for a to-do list. Directors fail when they keep acting like Brand Managers by micro-managing and making every decision. And, VPs fail when they don’t know what to do. We all say we want to advance, but don’t think of it as just a title: think of it as a challenge to step back.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Case Study, using fictional “Gray’s Cookies” brand to complete a business review, which is the first stage of our overall Beloved Brands planning process.
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Come learn how YOU can Animate and Illuminate the World with Generative AI's Explosive Power. Come sit in the driver's seat and learn to harness this great technology.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
Unleash the power of UK SEO with Brand Highlighters! Our guide delves into the unique search landscape of Britain, equipping you with targeted strategies to dominate UK search engine results. Discover local SEO tactics, keyword magic for UK audiences, and mobile optimization secrets. Get your website seen by the right people and propel your brand to the top of UK searches.
To learn more: https://brandhighlighters.co.uk/blog/top-seo-agencies-uk/
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
Search Engine Marketing - Competitor and Keyword researchETMARK ACADEMY
Over 2 Trillion searches are made per day in Google search, which means there are more than 2 Trillion visits happening across the websites of the world wide web.
People search various questions, phrases or words. But some words and phrases are searched
more often than others.
For example, the words, ‘running shoes’ are searched more often than ‘best road running
shoes for men’
These words or phrases which people use to search on Google are called Keywords.
Some keywords are searched more often than others. Number of times a keyword is searched
for in a month is called keyword volume.
Some keywords have more relevant results than others. For the phrase “running shoes” we
get more than 80M relevant results, whereas for “best road running shoes for men” we get
only 8.
The former keyword ‘running shoes’ has way more competition from popular websites to
new and small blogs, whereas the latter keyword doesn’t have that much competition. This
search competition for a keyword is called search difficulty of a keyword or keyword
difficulty.
In other words, if the keyword difficulty is ‘low’ or ‘easy’, there won’t be any competition
and if you target such keywords on your site, you can easily rank on the front page of Google.
Some keywords are searched for, just to know or to learn some information about something,
that’s their search intention. For example, “What shoe size should I choose?” or “How to pick
the right shoe size?”
These keywords which are searched just to know about stuff are called informational
keywords. Typically people who are searching this type of keywords are top of a Conversion
funnel.
Conversion funnel is the journey that search visitors go through on their way to an email
subscription or a premium subscription to the services you offer or a purchase of products
you sell or recommend using your referral link.
For some buyers, research is the most important part when they have to buy a product.
Depending on that, their journey either widens or narrows down. These types of buyers are
Researchers and they spend more time with informational keywords.
Conversion is the action you want from your search visitors. Number of conversions that you
get for every 100 search visitors is called Conversion rate.
People who are at different stages of a conversion funnel use different types of keywords.
Most small businesses struggle to see marketing results. In this session, we will eliminate any confusion about what to do next, solving your marketing problems so your business can thrive. You’ll learn how to create a foundational marketing OS (operating system) based on neuroscience and backed by real-world results. You’ll be taught how to develop deep customer connections, and how to have your CRM dynamically segment and sell at any stage in the customer’s journey. By the end of the session, you’ll remove confusion and chaos and replace it with clarity and confidence for long-term marketing success.
Key Takeaways:
• Uncover the power of a foundational marketing system that dynamically communicates with prospects and customers on autopilot.
• Harness neuroscience and Tribal Alignment to transform your communication strategies, turning potential clients into fans and those fans into loyal customers.
• Discover the art of automated segmentation, pinpointing your most lucrative customers and identifying the optimal moments for successful conversions.
• Streamline your business with a content production plan that eliminates guesswork, wasted time, and money.
AI-Powered Personalization: Principles, Use Cases, and Its Impact on CROVWO
In today’s era of AI, personalization is more than just a trend—it’s a fundamental strategy that unlocks numerous opportunities.
When done effectively, personalization builds trust, loyalty, and satisfaction among your users—key factors for business success. However, relying solely on AI capabilities isn’t enough. You need to anchor your approach in solid principles, understand your users’ context, and master the art of persuasion.
Join us as Sarjak Patel and Naitry Saggu from 3rd Eye Consulting unveil a transformative framework. This approach seamlessly integrates your unique context, consumer insights, and conversion goals, paving the way for unparalleled success in personalization.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
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
Visit beloved-brands.com
Over 4 million views from marketers getting smarter
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
34
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&
Budgets&
Org&&
Structure&
Leadership&
Mo7va7on&
Brand&Story&
NPD&
Research&
Product
Innovation Diagnos7c&
Tracking&
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.
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&aµsite.&&&
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