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? 


1. Your 7-second
personal brand

2. We help brands find growth.
We make brand leaders smarter.beloved
brands
Using the four questions to build your
7-second personal brand pitch.
How you define yourself, primary benefit you provide
secondary benefit you provide
result your target can expect
7 second brand

3. We help brands find growth.
We make brand leaders smarter.beloved
brands
Four Questions to define your personal brand
1. How do you define yourself, by where in the marketplace you
see yourself having the biggest impact?
2. What is the primary benefit you provide your target, whether
they are potential employers, customers or clients?
3. What is the secondary benefit you provide your target,
whether they are potential employers, customers or clients?
4. What is the expected result you deliver, that matches up to
your target’s potential goals?

4. We help brands find growth.
We make brand leaders smarter.beloved
brands
Brainstorm and select the best choices
I have a tremendous passion for everything Marketing. Experience in food,
CPG, healthcare, moving up from Assistant Brand Manager up to VP
Marketing. As a brand leader with vast experience in CPG marketingStrong at
Advertising, Innovation and brand planning. Proven track record of 20 years of
driving growth while moving up to VP marketing.
Have worked on turnarounds, always put on the most challenging
assignments. I find growth where others couldn’t. Known as turnaround
expert, having led turnaround plans, led global launch, created marketing
program from scratch: positioning, advertising, package design, in-store.
1. How you define yourself
2. What primary benefit you provide your target?
4. What is the expected result you deliver?
3. What secondary benefit you provide your target?
Led team into and through merger between J&J and Pfizer, with no departures.
I create motivated brand teams. Created a training program for the team on
the fundamentals of marketing with a 100-page book. Hands on coach, who
gives honest feedback and uses teaching moments to make the team better.
Results always come first for me. Led J&J marketing team share gains on
9 of 12 brands, sales growth on all 12. Delivers great work to drive results.
Developed new brand vision that guided the brand to double digit annual
growth for a decade.
As a brand leader,
I find growth where
others couldn’t,
I create motivated
brand teams
that delivers great
work to drive results.
List 3-5 bullet points under each question Select best elements

5. We help brands find growth.
We make brand leaders smarter.beloved
brands
how you define yourself primary benefit you provide
secondary benefit you provide
expected result your target can expect
Easy way to deliver your 7-second pitch
As a brand leader, I find growth where others couldn’t,
I create inspired brand teams
that deliver great work to drive brand growth.
As a brand leader, I find growth where others couldn’t and I create
inspired brand teams that deliver great work to drive brand growth.
7-second brand

6. We help brands find growth.
We make brand leaders smarter.beloved
brands
As a brand leader, I find growth where others couldn’t,
I create motivated brand team
that deliver great work to drive results.
Led launch of Listerine Pocketpaks
with Canada as lead global market.
Created marketing program from
scratch: positioning, advertising,
package design, in-store program.
Known as turnaround
expert, having led
turnaround plans on
Zyrtec, Nicoderm and
Purell.
History of success
in finding high
performance
advertising that
drives growth.
Led marketing team at J&J share
gains on 9 of 12 brands, sales
growth on all 12.
Proven track
record of 20
years of driving
growth while
moving up to
VP marketing.
Hands on coach,
who gives honest
feedback and
uses teaching
moments to make
the team better.
Led team into and
through merger
between J&J and
Pfizer, with no
departures of key
team members.
Reputation for making
my team better, with a
motivating & challenging
style that gets the best
from people.
Created a training
program for the
team on the
fundamentals of
marketing with a
100 page book
Developed new Listerine brand vision
that guided the brand to double digit
annual growth for a decade.
Link your best stories to turn your
7-second pitch into a 30-minute pitch30 minute brand

7. We help brands find growth.
We make brand leaders smarter.beloved
brands
Using your 7-second and 30-minute pitch
in a job interview or sales presentation
7 second brand
Tell me about yourself Answer questions with examples of success
Led launch of Listerine
Pocketpaks as lead
market. Created marketing
program from scratch.
Turnaround specialist,
having led turnaround
plans on Zyrtec,
Nicoderm & Purell.
History of
success in finding
advertising that
drives growth.
Led marketing team at J&J share gains on
9 of 12 brands, sales growth on all 12.
Proven track record of
20 years of driving
growth while moving
up to VP level.
Hands on coach, gives
honest feedback and uses
teaching moments to
make the team better.
Led team through merger
between J&J and Pfizer,
with no departures of key
team members.
Reputation for making teams
better, with an inspiring &
challenging style to get the
best from people.
Created a training
program on the
fundamentals of
marketing
30 minute brand
I hope I have shown
you a few ways that as
a brand leader, who
can find growth and
inspire teams. I am
confident I can help
you find new growth.
Summary close
Developed new Listerine
brand vision that guided
double digit annual
growth for a decade.
7 second brand
As a brand leader,
I find growth
where others
couldn’t,
I create inspired
brand teams
that deliver great
work to drive
brand growth.

8. The playbook for how to create a
brand your consumers will love
✓ How to think strategically
✓ Write a brand positioning statement
✓ Come up with a brand idea
✓ Write a brand plan everyone can follow
✓ Write an inspiring creative brief
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
Beloved Brands
The playbook for how to build a
brand your consumers will love.
Marketing Skill Element 1 2 3 4 5 Comments
1. Able to analyze and draw conclusions
2. Leads a deep-dive business review
3. Understands all data sources
4. Writes analytical reports
5. Uses strategic questions for thinking
6. 360-degree strategic thinking
7. Leads strategic discussions
8. Makes smart strategic decisions
9. Defines target consumer
10. Turn features into consumer benefits
11. Finds winning brand Positioning statement
12. Generates the Big Idea for brand
13. Leads all elements of Brand Plan
14. Writes smart strategic objective statements
15. Effective plans presentation to management
16. Aligned marketing execution plans
17. Writes focused and inspired creative briefs
18. Leads all marketing execution projects
19. Inspire greatness from experts
20. Smart strategic decisions on execution
Skills assessment for brand management
Assessment scoring for your team
90%: Exceptional team delivering for the brand
80%: Strong Team, but may have one major gap area
70%: Performance gaps holding team and brand back
60%: Team not trained to deliver on your expectations
Below 60%: Team is holding the brand performance back
Scoring for each element
5: Exceptional
4: Very strong
3: Solid
2: Below expectation
1: Unable to perform

9. Beloved Brands will help you realize
your full potential as a marketer
Strategic
Thinking
Positioning
Statement
2
4
1
Marketing
Execution
What
consumers
want
What your
competitor
does best
What your
brand
does best
Winning
Our marketing training helps realize the
full potential of your marketing team
Brand Plan
5
The playbook for how to create a
brand your consumers will love
✓ How to think strategically
✓ Write a brand positioning statement
✓ Come up with a brand idea
✓ Write a brand plan everyone can follow
✓ Write an inspiring creative brief
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
Beloved Brands
Beloved Brands is available on Amazon and Apple Books
The playbook for how to build a
brand your consumers will love.
Measuring the brand love, to determine the
love, power and profit progress of the brand
• Brand funnels become thicker as the brand
becomes more loved. It’s not just about driving
particular numbers but about moving them from
one stage to the next.
• Awareness is never enough. Anyone can get that.
Consideration is the point you start to see that your
brand idea starts to connect and move the
consumer.
• To drive trial you need to gain consideration first
(the brain) and then you need to move the
consumer towards purchase and through the
experience.
• To drive loyalty (the heart) you need to create
experiences that deliver the promise and use tools
to create an emotional bond with the consumer.
Use the brand funnel to measure health
Awareness
Familiar
Consider
Purchase
Repeat
Loyal
!1
Dad’s wins on innovation and deep price
discounts, but is weak on taste.
• Dad’s brand is the mature brand
in the “good for you” segment
holding on average a 25%
share over the past 10 years.
• Dad’s scores low on taste
quality, but higher on innovation
than Gray’s, launching 2 new
flavors each year.
• Dad’s fought declining share
with a “buy one get one free”
that we decided not to match
Gray’s needs to step up on innovation to use
superior quality to gain share against Dad’s.
0
2
3
5
6
2018 2019 2020 2021
3.19
3.613.773.99
5.495.395.294.97
Business
Review
GRAY’S
Cookies
Exceptional scores among early Adopters (“Proactive
Preventers”) making it highly beloved among the niche.
• Gray’s is very healthy among “Preventers” with strong awareness at 80% and all related Brand
Funnel scores significantly above norm. However, that strength has not carried over to the
overall market, where Gray’s is significantly under-developed in the overall market.
Explore ways to leverage Love from Preventers, as early
adopters, to influence the rest of the market.
Preventers Overall Norm
Brand Funnel Scores Preventers vs. Overall
0
20
40
60
80
Awareness
Gray’s Dad’s Business
Review
GRAY’S
Cookies
Exceptional scores among early Adopters (“Proactive
Preventers”) making it highly beloved among the niche.
• Gray’s is very healthy among “Preventers” with strong awareness at 80% and all related Brand
Funnel scores significantly above norm. However, that strength has not carried over to the
overall market, where Gray’s is significantly under-developed in the overall market.
Explore ways to leverage Love from Preventers, as early
adopters, to influence the rest of the market.
Preventers Overall Norm
Brand Funnel Scores Preventers vs. Overall
0
20
40
60
80
Awareness
Average Price per unit
0
22.5
45
67.5
90
2018 2019 2020 2021
Gray’s
Dad’s
Blind taste test performance
Analyze
Performance
Annual Marketing Plan
Analysis Issues and Strategies Execution Plans
P&L forecast
• Sales $30,385
• Gross Margin $17,148
• GM % 56%
• Marketing Budget $8,850
• Contribution Margin $6,949
• CM% 23%
Drivers
• Taste drives a high conversion of Trial to
Purchase
• Strong Listings in Food Channels
• Exceptional brand health scores among
Early Adopters. Highly Beloved Brand
among niche.
Inhibitors
• Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak
Advertising
• Low distribution at specialty stores. Poor
coverage.
• Low Purchase Frequency among most
loyal.
Risks
• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weakened our in-
store presence
• Legal challenge to taste claims
Opportunities
• R&D has 5 new flavors in development.
• Sales Broker gains at Specialty Stores
• Use social media to convert loyal following.
Key Issues
1.What’s the priority choice for growth: find
new users or drive usage frequency among
loyalists?
2.Where should the investment/resources
focus and deployment be to drive our
awareness and share needs for Gray’s?
3.How will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’
launches from Pepperidge Farms and
Nabisco?
Strategies
1.Continue to attract new users to Gray’s
2.Focus investment on driving awareness
and trial with new consumers and building
a presence at retail.
3.Build defence plan against new entrants to
defends with consumers and at store level.
Goals
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the
core target. Monitor usage frequency
among the most loyal to ensure it stays
steady.
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
Close distribution from 62% to 72%.
• Hold dollar share during competitive
launches. Grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf.
Advertising
• Use awareness to drive trial of the new
Grays. Target “Proactive Preventers”.
Suburban working women, 35-40.Main
Message of “great tasting cookie without the
guilt, so you can stay in control of your
health”. Media includes 15 second TV,
specialty health magazines, event signage,
digital and social media
Sampling
• Drive trial with In-store sampling at grocery,
Costco, health food stores and event
sampling at fitness, yoga, women’s
networking, new moms.
Distribution
• Support Q4 retail blitz with message
focused on holding shelf space during the
competitive launches. Q2 specialty blitz to
grow distribution at key specialty stores.
Innovation
• Launch two new flavours in Q4/15 & Q4/16.
Explore diet claims, motivating and own-
able.
Competitive Defence Plan
• Pre Launch sales blitz to shore up all
distribution gaps. At launch, heavy
merchandising, locking up key ad dates,
BOGO. TV, print, coupons, in-store
sampling.
• Use sales story that any new “healthy”
cookies should displace under-performing
and declining unhealthy cookies.
Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.
3
Brand
Plans
Brand Plan

10. 1. Why being a beloved brand matters
2. How to think strategically
3. Mapping the consumer journey with insights
4. Defining your brand positioning
5. Aligning everything around your brand idea
6. Building a brand plan everyone can follow
7. Leading deep-dive analysis of your brand
8. Marketing Finance 101
9. How to write a smart creative brief
10. Leading the advertising process
11. How to make creative advertising decisions
12. How to make media decisions
Our brand training courses
beloved
brands
beloved
brands

11. Consumer Profile Consumer Insights
Brand Idea
Brand
Idea
Cultural
inspiration
Consumer
Reputation
Products
& Services
Brand Role
Influencer
Reputation
Winning
Zone
Define a focused consumer
target profile with insights,
enemies and buying patterns.
Our Benefits
Ladder will help
you move from
features to
rational and
emotional
benefits.
Stay in
control
Feel
myself
Use our cheat sheets to understand the
Functional and Emotional benefits.
Functional Benefits
Saves
money
Helps
family
Sensory
Appeal Connect Experience
Emotional Benefits
Comfort
Optimism Feel
free
Get
noticed
Feel
liked
Seek to
know
Benefits Ladder
Consumer Target
Product features
Functional benefits
Emotional benefits
What
consumers
want
What your
competitor
does best
What
your brand
does best
Losing
Risky
Dumb
Winning
Deploy our Venn diagrams to
determine your winning zone,
where your brand is motivating to
consumers and ownable
Our brand positioning process sets up
your brand to win in the marketplace
Works
better
Simplify
Life
Make
Smarter
Make
Healthy
Target Name
Description
Needs
Enemy
Insights
They think now?
Buying process
Desired response
1 2
3
4
5
The playbook for how to create a
brand your consumers will love
Bring all the work together to create a
winning brand positioning statement
To
(Target)
• Healthy proactive preventers who
want to do more for their health,
working moms, 35-40 years old.
Gray’s is
(Category)
• The healthy cookie option
That is the
(Benefit)
• Guilt-free cookie to help you stay
in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched
the leaders on taste, but has only
100 calories and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a dessert
were able to lose 5-10 lbs.
1
2
3
4
GRAY’S
Cookies
More Cookie. Less guilt.
Summarize your
winning positioning
statement in a space
that is unique,
ownable motivating to
consumers
Insight Statement
“I know I should quit. I’ve tried
to quit so many times, it’s
ridiculous. I’m not myself. I’m
grouchy, irritable, out of control.
Quitting smoking sucks.”
Consumer Benefits
Creative Decisions
tickiness
ommunication
rand Link
ttentionA
B
C
S
How good is your brand toolkit?
you move from
features to
rational and
emotional
benefits.
Stay in
control
Feel
myself
Use our cheat sheets to understand the
Functional and Emotional benefits.
Functional Benefits
Saves
money
Helps
family
Sensory
Appeal Connect Experience
Emotional Benefits
Comfort
Optimism Feel
free
Get
noticed
Feel
liked
Seek to
know
Consumer Target
Product features
What
consumers
want
What your
competitor
does best
What
your brand
does best
Losing
Risky
Dumb
Winning
Deploy our Venn diagrams to
determine your winning zone,
where your brand is motivating to
consumers and ownable
Works
better
Simplify
Life
Make
Smarter
Make
Healthy
Description
Needs
Enemy
Insights
They think now?
Buying process
Desired response
3
4
5
The playbook for how to create a
brand your consumers will love
Bring all the work together to create a
winning brand positioning statement
To
(Target)
• Healthy proactive preventers who
want to do more for their health,
working moms, 35-40 years old.
Gray’s is
(Category)
• The healthy cookie option
That is the
(Benefit)
• Guilt-free cookie to help you stay
in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched
the leaders on taste, but has only
100 calories and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a dessert
were able to lose 5-10 lbs.
1
2
3
4
GRAY’S
Cookies
More Cookie. Less guilt.
Summarize your
winning positioning
statement in a space
that is unique,
ownable motivating to
consumers
Positioning Decision
rational and
emotional
benefits.
Stay in
control
Feel
myself
Use our cheat sheets to understand the
Functional and Emotional benefits.
Functional Benefits
Saves
money
Helps
family
Sensory
Appeal Connect Experience
Emotional Benefits
Comfort
Optimism Feel
free
Get
noticed
Feel
liked
Seek to
know
Consumer Target
What
consumers
want
What your
competitor
does best
What
your brand
does best
Losing
Risky
Dumb
Winning
Deploy our Venn diagrams to
determine your winning zone,
where your brand is motivating to
consumers and ownable
Works
better
Simplify
Life
Make
Smarter
Make
Healthy
Insights
They think now?
Buying process
Desired response
3
4
5
The playbook for how to create a
brand your consumers will love
Bring all the work together to create a
winning brand positioning statement
To
(Target)
• Healthy proactive preventers who
want to do more for their health,
working moms, 35-40 years old.
Gray’s is
(Category)
• The healthy cookie option
That is the
(Benefit)
• Guilt-free cookie to help you stay
in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched
the leaders on taste, but has only
100 calories and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a dessert
were able to lose 5-10 lbs.
1
2
3
4
GRAY’S
Cookies
More Cookie. Less guilt.
Summarize your
winning positioning
statement in a space
that is unique,
ownable motivating to
consumers
Positioning Statement
We help brands find growth.
We make brand leaders smarter.beloved
brands
At Gray’s Cookies, we help you make healthy choices,
so you can stop feeling guilty about having a cookie.
At Gray’s Cookies, we wanted to make cookies with healthy ingredients, so
people can feel good about having a cookie. We know the daily pressures
people face in making choices to eat healthy. We all face temptations. The worst
feeling is the guilt we feel when sneaking a cookie. Gray’s Cookies have the taste
of a great cookie, yet healthy enough to help you stay in control of your weight.
At Gray’s Cookies, we believe that natural ingredients taste better. We
believe the best tasting food starts with all natural ingredients. We always source
organic ingredients for our cookies and our kitchens work tirelessly to ensure our
cookies tastes amazing enough to become our consumer’s favorite snacks.
We do our homework on health, with great tasting cookies backed by
science. Gray’s Cookies are low in fat and calories, yet still tastes great. In blind
taste tests, Gray’s cookies matched the market leaders on taste, but has only
100 calories, and only 2g of fat and 3g of sugar. In a 12-week study, consumers
using Gray’s once a night as a dessert lost10 pounds.
We invite you to become part of our Gray’s Cookies community. We are
always willing to hear your thoughts and ideas on food ingredients and the ways
you stay healthy. Our promise is that we will make it our mission to go find those
exceptional food ingredients for you.
Gray’s Cookies are the guilt
free snack to stay healthy
GRAY’S
Cookies
Brand Story
Annual Marketing Plan
Analysis Issues and Strategies Execution Plans
P&L forecast
• Sales $30,385
• Gross Margin $17,148
• GM % 56%
• Marketing Budget $8,850
• Contribution Margin $6,949
• CM% 23%
Drivers
• Taste drives a high conversion of Trial to
Purchase
• Strong Listings in Food Channels
• Exceptional brand health scores among
Early Adopters. Highly Beloved Brand
among niche.
Inhibitors
• Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak
Advertising
• Low distribution at specialty stores. Poor
coverage.
• Low Purchase Frequency among most
loyal.
Risks
• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weakened our in-
store presence
• Legal challenge to taste claims
Opportunities
• R&D has 5 new flavors in development.
• Sales Broker gains at Specialty Stores
• Use social media to convert loyal following.
Key Issues
1.What’s the priority choice for growth: find
new users or drive usage frequency among
loyalists?
2.Where should the investment/resources
focus and deployment be to drive our
awareness and share needs for Gray’s?
3.How will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’
launches from Pepperidge Farms and
Nabisco?
Strategies
1.Continue to attract new users to Gray’s
2.Focus investment on driving awareness
and trial with new consumers and building
a presence at retail.
3.Build defence plan against new entrants to
defends with consumers and at store level.
Goals
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the
core target. Monitor usage frequency
among the most loyal to ensure it stays
steady.
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
Close distribution from 62% to 72%.
• Hold dollar share during competitive
launches. Grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf.
Advertising
• Use awareness to drive trial of the new
Grays. Target “Proactive Preventers”.
Suburban working women, 35-40.Main
Message of “great tasting cookie without the
guilt, so you can stay in control of your
health”. Media includes 15 second TV,
specialty health magazines, event signage,
digital and social media
Sampling
• Drive trial with In-store sampling at grocery,
Costco, health food stores and event
sampling at fitness, yoga, women’s
networking, new moms.
Distribution
• Support Q4 retail blitz with message
focused on holding shelf space during the
competitive launches. Q2 specialty blitz to
grow distribution at key specialty stores.
Innovation
• Launch two new flavours in Q4/15 & Q4/16.
Explore diet claims, motivating and own-
able.
Competitive Defence Plan
• Pre Launch sales blitz to shore up all
distribution gaps. At launch, heavy
merchandising, locking up key ad dates,
BOGO. TV, print, coupons, in-store
sampling.
• Use sales story that any new “healthy”
cookies should displace under-performing
and declining unhealthy cookies.
Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.
Annual Brand Plan
✓ How to think strategically
Beloved Brands
The playbook for how to build a
brand your consumers will love.
Measuring the brand love, to
love, power and profit progre
• Brand funnels be
becomes more lo
particular numbe
one stage to the
• Awareness is ne
Consideration is
brand idea starts
consumer.
• To drive trial you
(the brain) and th
consumer toward
experience.
• To drive loyalty
experiences that
to create an emo
Use the brand
Awareness
Familiar
Consider
Purchase
Repeat
Loyal
Brand Health
Brand
Funnel
analysis
Creative BriefInnovation Process
Focus
Vision
Opportunity
Market Impact
Performance Result
FOCUS
Strategic Thinking
The playbook for how to create a
brand your consumers will love
✓ How to think strategically
✓ Write a brand positioning statement
✓ Come up with a brand idea
✓ Write a brand plan everyone can follow
✓ Write an inspiring creative brief
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
Beloved Brands
Beloved Brands is available on Amazon and Apple Books
The playbook for how to build a
brand your consumers will love.
Product led brands focus on being better
• Continue to invest in Innovation to stay ahead of
competitors, being the leader in technology, claims, and
new formats. Establish your reputation as the superior
brand in the category, defending against any challengers
to your position.
• Leverage product-focused mass communication,
directly calling attention to the superiority and differences
in your product versus the competitors. Use product
reviews and key influencers to support your brand. Build
the “how you do it” into your brand story, to re-enforce
point of difference.
• Use rational selling to move consumers along the
buying system. The challenge for product-led brands is to
drive an emotional connection to help evolve and grow.
ExperiencePrice
High
Medium
Low
StoryProduct
Core Strength
Beloved
Like It
Love It
Unknown
We use our Brand Love Curve to chart
how consumers feel about the brand
Get
noticed
Establish
positioning
Influence
friends
Tighten
bond
Trusted
following
Indifferent
Consumer Strategy Brands evolve, as they move from innovative niche
craft brands to the play it safe mass power players
Craft
Brand
Power
Player
Disruptor
Brand Challenger
Brand
Trend Influencers Early Adopters Early Mass Late Mass
Competitive Strategy
g execution to connect
rs and drive growth
ing
tly
d
sumer
rience
re and
ations
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware
Consumer
Journey
Align execution to focus on
moving consumers through
stages of the consumer journey.
2
3
Consumer Journey
Inspire marketing execution to connect
with consumers and drive growth
1
Tighten your bond with consumers, using
your Brand Idea to show up consistently
at all 5 consumer touchpoints.
Brand
Promise
Consumer
Brand
Brand
Idea
Consumer
Experience
Brand
Story Innovation
Ideas
Purchase
Moment
Packaging
Logo/Slogan
Culture and
Operations
Advertising
and Media Product
Development
Sales
and Retail
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware
Consumer
Journey
Align execution to focus on
moving consumers through
stages of the consumer journey.
2
Use a Creative
Brief to focus
creative advertising
and media
decisions on your
positioning and
brand strategy.
3
4
Deliver products
through an innovation
5
Plan your Product Innovation
Identify new
opportunities
Build out potential concept
to test breakthrough, own-
ability and sales potential.
4
Backend plan includes
final naming, logos,
packaging, production
and channel plan.
7
Observations to identify
trends and new consumer
need states.
1
Build innovation
pipeline
Go-to-market
launch plan
The playbook for how to create a
brand your consumers will love
Bring all the work together to create a
winning brand positioning statement
To
(Target)
• Healthy proactive preventers who
want to do more for their health,
working moms, 35-40 years old.
Gray’s is
(Category)
• The healthy cookie option
That is the
(Benefit)
• Guilt-free cookie to help you stay
in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched
the leaders on taste, but has only
100 calories and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a dessert
were able to lose 5-10 lbs.
1
2
3
4
GRAY’S
Cookies
More Cookie. Less guilt.
Influence purchase
moment through retail
channels, e-commerce,
direct selling, customer
service, packaging, and
merchandising.
Brand Idea Map
The playbook for how to create a
brand your consumers will love
Using the work around Brand Positioning and the Brand
Idea to generate winning Brand Concept
Guilt free pleasure with Gray’s Cookies
• 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 has 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
dessert lost 10 pounds.
Try Gray’s Cookies and find
your way to stay healthy
GRAY’S
Cookies
Brand Concept Strategy Roadmap
Going too fast sometimes takes too long. With the explosion of media options,
timing is everything. Unfortunately, there are too many “phone call briefs”
happening. Or worse, no brief at all. Next time, use our mini brief format
The playbook for how to create a
brand your consumers will love
✓ How to think strategically
✓ Write a brand positioning statement
✓ Come up with a brand idea
✓ Write a brand plan everyone can follow
✓ Write an inspiring creative brief
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
Beloved Brands
Beloved Brands is available on Amazon and Apple Books
The playbook for how to build a
brand your consumers will love.
Plan your product innovation
Generate ideas
Assess
opportunities
New ideas
2
3
Build out concept
options to test
Investment,
sourcing, timing
Approve
execution plans
4
5
6
Name, packaging,
production details
Build marketing
support
Hand over to the
launch team
7
8
9
Identify consumer
need states
1
Build pipeline Launch plan
Test best
ideas
Go to
market
1
Craft
Brand
Power
Player
Disruptor
Brand Challenger
Brand
Brand Strategy Roadmap
Promise ExperienceInnovation Purchase MomentBrand Story
Vision:
Purpose:
Values:
Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control
Build community of
Brand Lovers
Explore entering new
food categories
Leader of healthy
cookie segment
Become alternative to
mainstream cookies
Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2024.
We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients.
Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned.
Goals:
Issues:
Strategies
Tactics
$100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.
1. How do we tighten the bond with our most loyal brand lovers?
2. How do we balance driving penetration and usage frequency?
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
4. How do we leverage “guilt free” idea across new food categories
Take control of your
weight by replacing
your favorite snack
with Grays.
Real life stories that
show women living
“All the pleasure, but
none of the guilt.”
We never sacrifice
on taste, you won’t
have to sacrifice
your cookie.
Interrupt purchase
routine to set up
Grays as the better
alternative.
We hope your
weight loss results
empowers you to
stay in control.
• Social Media to connect
brand lovers
• Surprise and delight
program to most loyal
• Geographic expansion
• Drive penetration using
advertising & nutritionist PR
• Continue to attract new
users to Gray’s
• New flavor launches
• Dominate every store shelf
• Attack competitive entries
• Leverage influence of
brand lovers
• Build “guilt free” idea
• Innovation focused on
new segments
• Early trial with brand
lovers
GRAY’SCookies
Functional Benefits
Emotional Benefits
Works
Better
Simplify
Make
Smarter
Connect Experience
Saves
Money
Helps
Family
Make
Healthier
Sensory
Feel
Myself
Feel
Free
Feel
Liked
Get
Noticed
Optimism Comfort ControlKnowledge

12. Our playbooks for how to build a
brand your consumers will love

13. graham@beloved-brands.com
Investing in your
people pays off
Our marketing training program will make your brand
people smarter so they make the right choices and produce
exceptional work that will lead to higher brand growth.
beloved
brands
beloved
brands