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/

1. Strategic
Thinking
Positioning
Statement
2
4
1
Marketing
Execution
What
consumers
want
What your
competitor
does best
What your
brand
does best
Winning
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
The five brand
processes you
need to know to
be successful in
your career

2. 2
1
5
3
4
The focus of our program
Beyond
the MBA
Learn to adopt new strategic thinking methods,
looking at core strength, competitive landscape,
consumer relationship, and situation you face.
Use our brand positioning and brand idea playbook
tools to set up your brand to win in the marketplace
Our strategic brand plan process helps get
everyone on the same page, learning how to write
vision, purpose, key issues, strategies and tactics.
Make smart and creative decisions to inspire
outstanding marketing execution with your creative
advertising and media choices.
Use brand analytics to write a deep-dive business
review, looking at the marketplace, consumer,
channels, competitors and the brand.

3. 1
Strategic Thinking
We challenge you to think strategically, to prompt you
to ask the right questions before you reach for solutions
Our holistic look at strategy pushes you to assess your
brand’s core strength, the relationship with consumers,
competitive stance you take, and business situation.
You will be capable of leading a well-thought strategic
discussion across your organization or winning any
strategic argument with your management team.
Learn to apply your vision, to focus your resources on
identified opportunities that create a market impact you
can transform into a performance result for your brand.

4. Strategic Thinking
Our strategic thinking program will challenge your
team to become smarter marketers
Our training uses our
five elements of smart
strategic thinking to
organize and focus
your thinking
We introduce our
Strategic ThinkBox
tools to trigger new
thinking with four
strategic questions
that frame the key
issues of your plan
1
2
We show you how to
lay out and write the
ideal strategic objective
statements you can
use in your brand plans
3Focused Opportunity
Market Impact
a
Performance Result
Strategic programs
d
c
b
Strategic Objective Statement:
a.Create elevated VIP consumer experience
b.That rewards our most loyal consumers
c. Turns their regular usage into a ritual
d.Tightens their bond with our brand
1. Set a vision of what you want
2. Invest resources in programs
3. Focus on an identified opportunity
4. Leverage market impact
5. Performance result that pays back
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
Brands is available on Amazon and Apple Books
The playbook for how to build a
brand your consumers will love.
Our ThinkBox looks at five issues on your brand:
core strength, consumer, competitive, situation
Product
Experience
Story
Price
What is your
brand’s core
strength?
Indifferent
Love It
Like It
Beloved
How tight is
the bond with
Consumers?
Power Player
Disruptor
Challenger
Craft
What is your
competitive
situation?
1 2 3
Strategic ThinkBox
4
Momentum
Re-align
Fix It
Startup
What is your
business
situation?
Elements of strategic thinking

5. 2
Brand Positioning
What
consumers
want
What your
competitor
does best
What your
brand
does best
Winning Space
We start off by showing you how to define and focus
on an ideal consumer target profile, framed with need
states, consumer insights and the consumer enemies
We take a consumer centric approach to turn brand
features into functional and emotional benefits. Use
our innovation benefit cheat sheets to make decisions.
You will learn how to find a winning brand positioning
space that is own-able and motivating to consumers.
You will develop a brand idea that can focus every
everyone who works on your brand. You will learn to
write brand concepts, brand stories, and a credo.

6. Brand Positioning
Our brand positioning workshop will teach you
how your brand can win in the marketplace
1
Target Name
Description
Needs
Enemy
Insights
They think now?
Buying process
Desired response
We introduce our Consumer
Benefits Ladder to move from
features to functional and
emotional benefits. Our
proprietary benefit cheat sheets
offer 60 functional benefits and
40 emotional benefits
2Benefits Ladder
Consumer Target
Product features
Functional benefits
Emotional benefits
Our decision tools help
summarize your brand
positioning statement in a
unique space that is
ownable and motivating to
consumers. We add
support points and claims
to solidify the positioning
3
the work together to create a
g 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
S
lt.
Our process starts by
defining a focused consumer
target profile, and we add
details with consumer
insights, enemies, and
buying patterns

7. 3
Brand Plans
You will learn best-in-class methods for coming up with
all elements of a smart brand plan including the vision,
purpose, goals, issues, strategies, and tactics.
We will show you how to turn strategic thinking into
smart strategic objective statements for the brand plan
You will walk away with brand plan templates that will
help you build a brand plan presentation you can use
for your senior management and across organization.
We show how to develop smart execution plans that
delivers against the brand strategies, including a brand
communications plan, innovation plan and sales plans

8. Brand Plans
We teach build a brand strategy roadmap and brand
plan to guide everyone who works on the brand
We show how to build
the ideal strategic slide
that forms the basis of
the brand plan
We teach you how to
lay out each element
of a strategic brand
plan on one-page or in
a formal presentation
We revisit our
ThinkBox strategic
questions to frame
the most challenging
key issues facing
your brand
1
2
3
• Vision
• Purpose
• Analysis
• Goals
• Key Issues
• Strategies
• Execution
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.

9. 4
Marketing Execution
You will learn to write strategic, focused and thorough
creative briefs that will create great work from experts. We
show the best and worst of every line of the creative brief.
We will teach you the project management of the process
so you will be able to lead all marketing execution projects
on brand communication, innovation, selling or experience
You will be able to inspire greatness from teams of experts
at execution agencies or throughout your organization
We will show how to engage your instincts to judge
marketing execution and make smart marketing execution
decisions that will tighten the bond with consumers

10. Marketing Execution
We will leave you with the tools you need to activate
the work we do with the positioning and planning
We show you how to
build a creative brief
that will focus your
creative advertising
and media decisions
Working with the strategic
plan, we align the marketing
execution to focus on moving
consumers through the stages
of the consumer journey
1
2
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware
Consumer
Journey
We teach how to make
decisions the creative
table to find smart and
different creative that
achieves branded
breakthrough, and is
highly motivating to
consumers
3

11. 5
Marketing Analytics
We help you understand all sources of brand data,
including market share, brand funnel, consumption,
tracking results, and financials
We challenge you on the principles of analytics so you
dig deep into data, draws comparisons and builds a
story toward the business conclusion
You will be able to lead a best-in-class deep-dive
business review that looks at the marketplace,
consumers, channel, competitors and the brand.
We provide templates for the deep-dive business
review, and monthly performance reports that will help
trigger new key issues and strategic thinking.

12. Marketing Analytics
We will show you how to assess your brand’s
performance to set up smarter strategic thinking
We show how to build
the ideal analytical
slide, and provide a
layout for what an ideal
analytical presentation
can do for your brand
We teach how to do a deep-
dive business review by
looking at every area of the
brand, providing you with our
60 best analytical questions to
trigger your thinking
1
2
We teach how to
summarize the
analytics that sets up
the thinking that goes
into the brand plan
3
Gray’s taste drives a high conversion of trial
to purchase (65% versus a norm of 50%).
• Gray’s has a very high
conversion to purchase
beating the norm (65% to 50%)
higher than Dad’s
• Gray’s taste drives high repeat
%, beating norm 40% to 25%.
Continue to look at driving trial, because the
great taste drives high conversion to purchase.
0
17.5
35
52.5
70
Conversion % to purchase
50
38
65
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
Norm
0
10
20
30
40
% repeat purchase
2522
40
360-degree deep-dive review
• Market: Macro view, economic indicators,
consumer behavior, technology, political
• Consumer: Target, buying habits, trends,
consumer enemies, key insights
• Channels: growth channels, major
customers, available tools and programs
• Competitors: Performance, innovation,
pricing, distribution, perceptions.
• Brand: Funnel, reputation, tracking results,
pricing, distribution, financial analysis.
Drivers Inhibitors
Factors of strength or
inertia that accelerate
your brand’s growth.
Weaknesses or friction
slows brand down,
leak to fix
Opportunities Threats
Changing consumer
needs, technologies,
channels, legal,
Competitor launch,
trade barriers,
customer preference.

13. Beyond
the MBA
Your opportunity
to gain access to
world-class
brand training
Virtual brand management training
designed for the real world

14. Our brand management training program
includes 35 engaging video sessions
Beyond
the MBA
Virtual brand management training
designed for the real world
1. Why brand love matters
2. Your thinking style
3. Elements of strategy
4. Core Strength
5. Consumer strategy
6. Competitive strategy
7. Situation strategy
1. Defining your target
2. Consumer insights
3. Consumer benefits
4. Writing the statement
5. Brand idea
6. Brand idea map
7. Brand concepts
Strategic Thinking Brand Positioning21
1. Brand planning process
2. Vision, purpose, values
3. Issues and strategies
4. Execution plans
5. Brand plan summary
6. Apple case study
1. Managing the process
2. Creative brief
3. Finding ads with Attention
4. Finding ads that Brand link
5. Message Communication
6. Finding ads that stick
7. Creative decision-making
8. Media planning decisions
Brand Plans Marketing Execution3 4
1. Principles of analytics
2. Market & Consumers
3. Channels & Competitors
4. Brand analysis
5. Deep-dive review
6. Marketing Finance 101
Marketing Analytics5
★ Bonus Session: Achieve success in your marketing career

15. Our Beyond the MBA brand
management program has been
approved for 24 professional
development hours by the CPD
standards office.
Every participant will receive a
certificate in brand management
you can proudly display

16. Every participant will
receive a copy of our
Beloved Brands playbook
Beyond
the MBA
Virtual brand management training
designed for the real world

17. Graham Robertson is one of the
voices of today's brand leaders.
As the founder of Beloved Brands, he has been a
brand advisor to the NFL Players Association, Shell,
Reebok, Acura, The Mayo Clinic, Miller beer and
Pfizer. He's helped train some of the best marketing
teams around the world, teaching strategy, brand
positioning, brand plans and advertising. Graham's
purpose is to use his marketing experience and
provocative voice to get marketers to think differently
about their brands, and to explore new ways to grow.
In his marketing career, Graham led some of the world's most beloved
brands at Coke, General Mills, Pfizer and Johnson & Johnson, rising up to
VP Marketing. He has won numerous awards including Marketing
Magazine’s “Marketer of the Year”, BusinessWeek’s best new product award
and four Effie advertising awards.
As a keynote speaker, Graham loves to share his passion for brands. His
talks challenge and inspire marketing minds around the world, whether
speaking at Advertising Week, or at the NBA Summer League, or to a room
full of marketers in Bangkok Thailand or an agency in New York. He's been
a guest writer for Ad Age, and his weekly blog stories have reached millions
of marketers.
His book, Beloved Brands, is the playbook for how to build a brand that
consumers will love. The book is a ‘how-to’ book for any marketer who has
to get things done, and set their brand up to win in the market.
Graham will help you solve your most difficult brand building challenges,
with provocative questions that unlock future growth for your brand.
Graham Robertson biography
Beyond
the MBA
Virtual brand management training
designed for the real world

18. Beyond
the MBA
When your company
isn’t investing in you,
then you’d better
invest in yourself
Virtual brand management training
designed for the real world