Our Brand Training Program

We help brand leaders achieve their full
potential to help them drive brand growth
beloved
brands
Our brand training program will make your brand leaders smarter, so
you have added conﬁdence in their performance in driving brand growth.

Our brand management training follows
our playbook methodology
We help brands find growth.
We make brand leaders smarter.beloved
brands
Strategic
Thinking
Brand
Positioning
What
consumers
want
What your
competitor
does best
What
your brand
does best
Winning
Analyze
performance
2
5
1
3 Brand Plans
0"
2"
4"
6"
8"
Gray's" Norm" Dad's"
2.2"
7.3"
6.8"
Gray's'
Norm'
5"
18"
45"
32"
weekly"
monthly"
4x"per"year"
1x"per"year"

brands
Strategic thinking is an essential foundation, forcing marketers to ask big
questions that challenge and focus brand decisions.

In our section on strategic thinking, you will learn:
✓ The ﬁve elements of smart strategic thinking

✓ Our 360-degree strategic thinking model using the brand’s core strength
ﬁnder, consumer strategy, competitive strategy and situational strategy.

✓ How to build everything around your brand’s core strength

✓ How to think strategically to tighten your brand’s bond with consumers

✓ How to think strategically to win the competitive battles you face

✓ How to think strategically, within the brand’s current situation

✓ How to write strategic objective statements for each of the four strategies
1 How to think strategically

brands
We will challenge the way your mind works and show
you ways for how to think more strategically
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
FOCUS
Strategic
Thinker
Instinctual
Thinker
Use four strategic questions
to help frame the Key Issues
Use the ﬁve elements of smart
strategic thinking to guide us
Discuss thinking style and
how you make decisions
Show how to lay out and write the ideal
strategic objective statements Introduce Think Box tools to challenge your strategic thinking
1
3
2
4
What
consumers
want
What your
competitor
does best
What
your brand
does best
Losing
Risky
Dumb
Winning
Sales
Market
Share
ROI
Profit
Stock
Growth
Price
Premium
Brand
Funnel
Competitive
Advantages
Voice of
Customer
Satisfaction
Internal
Alignment
Market
Trends
Brand WealthBrand Health
Indifferent
Like It
Love It
Beloved
Establish
difference
Build a
following
Tighten
bond
Inspire
InfluenceExperiencePrice
High
Medium
Low
Brand StoryProduct
Tools to help frame your strategic thinking
Core strength Consumer Bond
Competitive situation Business situation
1
3
2
4
What
consumers
want
What your
competitor
What
your brand
does best
Losing
Risky
Dumb
Winning
Sales
Market
ROI
Profit
Stock
Growth
Price
Premium
Brand
Funnel
Competitive
Advantages
Voice of
Customer
Satisfaction
Internal
Alignment
Market
Trends
Brand WealthBrand Health
Indifferent
Like It
Love It
Beloved
Establish
difference
Build a
following
Tighten
bond
Inspire
InfluenceExperiencePrice
High
Medium
Low
Brand StoryProduct
Tools to help frame your strategic thinking
Core strength Consumer Bond
Competitive situation Business situation
]
Core Strength Brand Love Curve
Focused Opportunity
Market Impact
a
Performance Result
Strategic programs
d
c
b
Strategic Objective:
a. Create an elevated VIP
consumer experience
b. That rewards our most
loyal consumers’
c. that turns their regular
usage into a ritual
d. and tightens their bond
with our brand
1
2
5
1 3
4
What is the core strength
your brand can win on?
How tightly connected is your
consumer to your brand?
What is your current
competitive position?
What is the current business
situation your brand faces?
3
1
4
2

brands
The best brand leaders target a specific motivated consumer audience and
then define their brand around a brand idea that is interesting, simple,
unique, motivating and ownable.

In our section on defining your brand, you will learn:
✓ How to write brand positioning statements

✓ How to define your target market, with insights, enemies, and need states

✓ How to define consumer benefits, both functional and emotional

✓ How to come up with brand support points and claims

✓ The relationship between brand soul, brand idea and brand reputation

✓ How to come up with your brand idea

✓ How to write brand concept statements

✓ How to turn your brand concept into a brand story

✓ How to use the brand positioning and brand idea to build a brand credo
2 How to position your brand

brands
We will show you how to build your brand positioning
statement, brand idea and brand concept
Winning positioning statement that is unique,
ownable motivating to consumers
Find a Brand idea that is Interesting, simple,
unique, inspiring, motivating and ownable.The brand concept
combines the brand
positioning statement
and brand idea
Brand
Idea
Brand Idea
Motivating
call-to-action
Enemy or
Insight
Main
Benefit
Support
points
Support
visual
Use our
Benefits
Ladder to
move from
features to
rational and
emotional
benefits
Benefits Ladder
Consumer Target
Product features
Functional benefits
Emotional benefits
Cultural
inspiration
Define a focused consumer
target profile with insights,
enemies and buying patterns.
2
2
5
1 3
4

brands
In our section on how to write brand plans, you will learn:
✓ How to use five strategic questions as an outline for your entire plan

✓ How to write an inspirational vision statement to frame your brand plan

✓ How to come up with a brand purpose and brand values

✓ How to summarize your brand’s situation analysis

✓ How to map out the key issues your brand faces

✓ How to write smart, brand strategy objective statements

✓ How to focus tactics to ensure a high return on effort

✓ How to write specific execution plans for brand communications,
innovation, and in-store

✓ How to do a profit statement, sales forecast, goals, and marketing
budget for your plan

✓ Ideal one-page brand formats for annual brand plan and long-range
strategic roadmap
3 How to write Brand Plans

brands
We will show you how to build a brand plan based on
smart focused decisions, so that everyone can follow
Strategic questions to help
frame the Key Issues
Drivers and inhibitors currently facing
brand. Risks and opportunities for future.
Deep-dive Business Review
looks at every area of the brand
• 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, positioning,
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.
What is the core strength
your brand can win on?
How tightly connected is your
consumer to your brand?
What is your current
competitive position?
What is the current business
situation your brand faces?
3
1
4
Use “where are we” questions to uncover
answers that frame the overall Brand Plan.
Lay out
elements of
the Brand
Plan, on
one page
and in
a formal
presentation
2
3
21 3
4
5

brands
In our section on how to lead the marketing execution, you
will learn:
✓ The crucial role of the brand leader in getting great creative execution

✓ How brand leaders can successfully manage the 10 stages of advertising
process

✓ How to write a brand communications plan

✓ How to turn the brand communications plan into a creative brief

✓ The smart and bad examples of the creative brief

✓ Learn how to use the ABC’s advertising decision-making tool

✓ How to give inspiring feedback on advertising that pushes for great work

✓ Six questions to help frame your media planning

✓ How to line up media choices to where consumers are most willing to
engage with your brand
4 How to Inspire execution

brands
Innovation drives ideas, concepts,
testing, launches through system.
CREATIVE(BRIEF((
1.""Why(Are(We(Adver3sing(
Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&&
2.#What’s(the(Consumer(Problem(We(are(Addressing(
I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer&
myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&"
3.((Who(are(you(talking(to?(
“Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to&
stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and&
escape&even&for&people&who&watch&what&they&eat.&&&&"
4.((Consumer(Insights(
L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But&
we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”&
L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to&
achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”&
5.(What(does(our(consumer(think(now?(
I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste&
that&good,&it’s&something&I&might&consider&as&a&snack.&&&
6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)(
We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&"
7.((What(should(we(tell(them?((S3mulus:((benefit)(
With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in&
control&of&your&health.&&
8.((Why(should(they(believe(us?(
In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and&
2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&&
9.((Brand(Posi3oning(Statement(
For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure#
so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a&
low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&
taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&
as&a&desert&were&able&to&lose&5lbs.&&&
10.((Tone(and(Manner(
Successful,&Mo>vated,&Reliable,&In&Control,&Natural.&
11.((Media(Op3ons(
Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry&
the&idea&into&digital,&social&media&and&a&microsite.&&&
12.((Mandatories(
The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole&
Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the&
12&week&study.&&&
Brief focuses creative & media
decisions on positioning & strategy
Building Marketing Execution around Big Idea
Influence
purchase
moment
through
channels,
e-commerce,
selling and
merchandising
Align execution to
focus on moving
consumers through
stages of the
buying system
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware
Brands should drive consistency using the Brand Idea to
show up the same way at all 5 consumer touch-points
Brand
Promise
Consumer
BrandBrand
Idea
Consumer
Experience
Brand
Story Innovation
Ideas
Purchase
Moment
Packaging
Logo/Slogan
Culture and
Operations
Advertising
and Media Product
Development
Sales
and Retail
We will show you how to build your execution around
your brand idea and the customer journey
Customer
Journey
4
2
5
1
3
4
The playbook for how to create a
brand your consumers will love
Plan your Product Innovation
Continuous generation of
ideas to build a war-chest
of potential solutions to
meet consumer needs.
Assess opportunities using
criteria: breakthrough, own-
able, strategic fit, consumer
motivation, potential size.
Identify new
opportunities
Build innovation
pipeline
Go-to-market
launch plan
2
3
Build out potential concept
to test breakthrough, own-
ability and sales potential.
Build robust innovation
schedule with volumetrics,
investment, sourcing and
production timeline.
Stage-gate decisions to
approve execution plans
and milestones from
production to launch.
4
5
6
Backend plan includes
final naming, logos,
packaging, production
and channel plan.
Build marketing support;
advertising, presentations,
in-store support.
Hand over to launch
team, including marketing,
sales, operations.
7
8
9
Observations to identify
trends and new consumer
need states.
1
Winning
ideas go
to market
Move best
ideas to
testing
New Product Pipeline

brands
In our section on how to analyze the brand’s performance, you will
learn:
✓ How to analyze the marketplace your brand plays in

✓ How to assess your consumers

✓ How to assess the retail channels you sell through

✓ How to analyze the competitors

✓ How to analyze the health of your brand

✓ 60 of the best analytical questions to ask

✓ How to bring the analysis together into the drivers, inhibitors, threats,
and opportunities

✓ Financial formulas for compound CAGR, price increases, COGs. ROI

✓ How to prepare a deep-dive business review presentation
5 How to analyze performance

We will show you how to analyze your brand and build a
deep-dive assessment that sets up your brand plan
Brand Funnel
Brand Tracking
Deﬁne consumer target, looking
at needs, buying habits, growth
trends and key insights.
2
5
1 3
4
To understand brand
performance use brand
funnel, tracking results,
pricing analysis, distribution
gaps and ﬁnancial results.
Dissect closest competitors by looking
at performance, positioning, innovation,
pricing, distribution and reputation.
Summarize the analysis into drivers and
inhibitors currently facing brand as well as
threats and opportunities for the future.
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, and legal,
Competitor launch,
trade barriers,
customer preference.
6
The Brand Funnel
Awareness
Familiar
Consider
Purchase
Repeat
Loyal
Unknown
Indifferent
Love It
Like It
Beloved
The Brand Love Curve
0
15
30
45
60
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Gray's Dad's Sue's Devonshire
Competitive market share performance
Program tracking shows how well you are
doing behind key marketing activities
• Program tracking or testing results
can compare how well the program
has done against key measures.
• You will also be able to get scores
that match up to the brand funnel
such as Awareness (aided,
unaided), purchase scores (share
of last 5 purchases) and purchase
intention.
Tracking Results Gray’s Norm
Aided Recall 38 62
Unaided Recall 30 46
Brand Recognition 10 23
Brand Link .33 .50
Main Message 64 60
Uniqueness 38 22
Purchase Intent 10 9
Ad Tracking
Brand
Analysis
Market Share Performance
Customer scorecards
Customer A Scores
Overall Sales Dollars 39
Share of Category 11%
% dollar change +19.1%
Your Brand Share 33%
% change +3.3 points
Share Index 105
Your brand’s avg Price $6.33
% change +3.3%
Price Index 125
Share of Co-Op Ads 33%
% change +18%
Co Op Index 143
Share of Merch 25%
% change -2%
March Index 111
Distribution Gaps
We m
We make b
The FSI is your fair share index. (share of activity divided by
your market share)
See if you under or over-developed against a certain activity.
Draw conclusions. Compare how you're doing in each channel
and versus other periods.
B
C
We ma
We make bra
Pricing Differences by Channel
First, look at the average price and change versus year ago,
for each channel. Match up the data to what the sales
colleagues are saying about the different prices for each channel.
Depending on channel/brand, you should be looking at the
deal pricing, % on deal and coop ad points. Compare each of
the channels and compare to prior years.
Food Drug Mass Club
Avg Price $6.55 $6.47 $6.62 $6.54
% change vya -6.4% -2% +3.1% -1.9%
Avg Price on Deal 5.99 6.59 5.29 5.49
% change vya +8.3% -12.3% +1.7% +2.7%
% on deal 32% 22% 38% 20%
+/- vya +7 pts +1 pt +10 pts -2 pts
A
A
B
B
We make brands stronger.
We make brand leaders smarter.
Distribution gap analysis
Tops Kroger CVS Club A&P Safeway 7-11
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
We make brand
We make brand leade
Distribution gap analysis
Tops Kroger CVS Club A&P Safeway 7-11
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
Growth Tracking
Look at channel
performance,
customer
strategies,
distribution gaps,
merchandising
performance.
Macro view of the market
looking at major economic,
consumer, technology, trends.
Customer Scorecards
brands
5

brands
Our Beloved Brands training program
1. Why being a beloved brand matters

2. How to think strategically

3. Defining your brand positioning

4. Aligning everything around your brand idea

5. Building a brand plan everyone can follow

6. How to write a smart creative brief

7. How to run the advertising process

8. How to make creative advertising decisions

9. How to make media decisions

10. Deep-dive analysis of your brand

11. Brand Finance

12. Managing your brand career
Our brand training menu
Our brand training playbook

brands
1. Why being a beloved brand matters

2. How to think more strategically

3. Consumer & competitive strategy

4. Deciding on your consumer target


6. Everything around your brand idea

7. Build a brand plan everyone can follow
1. How to think more strategically


3. Everything around your brand idea

4. Build a brand plan everyone can follow


6. How to make advertising decisions


2. How to run the advertising process

3. How to make advertising decisions

4. How to make media decisions


6. Brand Finance

7. Managing your brand career
Ask us to custom
design a brand
training program
that meets the
needs of your team.
Our Beloved Brands boot camp program
Brand Management
3-Day Boot camp
Brand Strategy
3-Day Boot camp
Brand Execution
3-Day Boot camp
Our brand training playbook
Video
Brand
Training

How good is your brand playbook?
Consumer Profile Positioning DecisionConsumer Benefits
Consumer Strategy
Annual Brand PlanBrand Concept
Brand Health
Brand Idea Map
Creative Brief Creative Decisions
Consumer Insights Positioning Statement
Competitive StrategyStrategic Thinking Core Strength
Brand
Funnel
analysis
Emotional
Functional
Winning
Zone
Stickiness
Communication
Brand Link
AttentionA
B
C
S
Brand Idea
Brand StoryConsumer Journey Innovation Process
Strategy Roadmap
Beloved Brands: The playbook to help you build brands consumers will love

brands
Graham Robertson is one of the voices of today's brand leaders. As the
founder of Beloved Brands, he has been a brand advisor to the NFL
Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's
helped train some of the best marketing teams on strategy, brand
positioning, brand plans and advertising. Graham's purpose is to use is
marketing experience and provocative style to get marketers to think
differently about their brands, and to explore new ways to grow.
Graham spent 20 years leading some of the world's most beloved
brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising
up to VP Marketing. Graham has won numerous awards including
Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new
product award and multiple Effie advertising awards.
As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds
around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full
of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his
weekly blog stories have reached millions of marketers, who are trying to improve their skills.
His book, Beloved Brands, is the playbook for how to build a brand consumers will love. It serves as a
brand management textbook for business schools around the world.
Graham’s personal promise is to help you solve your brand building challenges, by challenging you with
new thinking, so you can unlock future growth for your brand.
Graham Robertson of Beloved Brands Inc.

brands
Education
• MBA, Ivey School of Business, Western University, 1994
• Bachelor of Commerce, Carleton University, 1989
Professional Work History
• Founder and CMO, Beloved Brands ,2009 - Present
• VP Marketing, Johnson and Johnson Consumer Healthcare, 2005-08
• Group Brand Director, Oral Care, Quit Smoking, Allergy 1999-2005
• Senior Brand Manager, Listerine Mouthwash/PocketPaks, 1997-99
• Associate Brand Manager, General Mills, Kids Cereals, 1994-96
• Summer Intern, Coke, 1993
• Marketing Training Program, GE Lighting,1989-92
beloved
brands
Graham Robertson’s Work Experience

brands
• How to think strategically
• Write a brand positioning statement
• Come up with a brand idea
• Write a brand plan everyone can follow
• Write an inspiring creative brief
• Make decisions on marketing execution
• Conduct a deep-dive business review
• Finance 101 for marketers
“Beloved Brands is the book
every CMO should read.”
Al Ries
Everything you will ever need to build a
brand your consumers will love.
Beloved Brands
By Graham Robertson

Our Brand Training Program

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