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How to find your brand's Big Idea

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

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How to find your brand's Big Idea

  1. 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. 2. We make brands stronger. We make brand leaders smarter. Brand Positioning • Brand Plans • Marketing Execution • Brand Team Training
  3. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 16. What is your brand’s shout from the mountain? What is your brand’s Big Idea
  17. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 47. How Apple uses the Big Idea to manage every part of their brand
  48. 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. 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. 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. 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. 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. 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. 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. 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. 56. We make brands stronger. We make brand leaders smarter. • Vision: Apple wants everyone to be part of technology in the future. • Goals: Continue 10% sales growth, Double market share in Asia, Launch 5 new technology enhancements per year • Key Issue: How do we battle Samsung/Google in smart phones? How do expand beyond our saturated North American market? What technology platform will the next round of surprising innovation come from? How do we strengthen and leverage our bond with our most loyal Apple users? • Strategy: Regain leadership in smart phone technology. Geographic focus into China. Build community around cloud technology. Higher service to tighten Apple community • Tactic: Continue to improve technologies on current products. Launch into the wearables. Specific Chinese products. New retail space. Build e-commerce China program. Integrate retail purchasing. Explore automated cars. Explore acquisition into social media programs. Increase courses for Apple U. What would Apple Brand Plan look like The strategic lesson here is the power of a Big Idea and how you can build every touch point and your entire organization around the Big Idea.
  57. 57. We make brands stronger. We make brand leaders smarter. Promise: Experience:Innovation Purchase MomentStory: Vision: Purpose: Values: Brand strategy road map for the future Strategies: Tactics: The Big Idea: Apple makes technology so SIMPLE that everyone can be part of the future © Beloved Brands Inc. • Increase size options • Improve tech experience • Win on design • Launch watch to catch up to competitors Regain leadership in smart phone technology Higher service to tighten Apple community Build community around cloud technology Geographic focus into China • Specific Chinese products • Brand building program • New retail space • Build e-commerce China program • Integrate retail purchasing. • Explore automated cars. • Explore acquisition into social media programs • Take more services online, face to face. • Increase Apple U courses • Increase retail footprint. Apple wants everyone in the world to be part of the future. At Apple, we want to make a dent in the universe by challenging the status quo and thinking differently. We believe equally in art and technology. Consumer first, simplicity and ease-of-use, stylish designs, fast-to-market, community. Goals: Issues: Continue 10% sales growth, double market share in Asia, launch 5 new technologies per year. 1. How do we battle Samsung/Google in smart phones? 2. How do expand beyond our saturated North American market? 3. What technology platform will the next round of surprising innovation come from? 4. How do we strengthen and leverage our bond with our most loyal Apple users? We make technology so simple so that everyone feels smarter Technology should not be frustrating. We make it easy to do more/get more. Surprising leap-frog technology around simplicity Allow consumers to try, touch, feel in a soft sell retail store. Launch hysteria. Enable consumers to get the most from your Apple.
  58. 58. We make brands stronger. We make brand leaders smarter. Brand Management Training
  59. 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. 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. 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. 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 Specialty" Overall"" 16" 62" 72" 62" Gray's' Dad's' %"By"Channel" 0' 20' 40' 60' 80' Gray's" Dad's" Category" 73" 40" 38" Share"of"Business"from"Food"
  63. 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. 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. 65. We make brands stronger. We make brand leaders smarter. The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication. • At Beloved Brands, we help the brand leaders take the elements of strategy (from the Brand Plan) and positioning (from the Brand Positioning Statement) to distill it down to a very succinct 1-page Creative Brief. • We start with the role of advertising in changing consumer behavior to drive drive the brand’s bond, power and profit. • Before the brief, we show you how to do your homework with an advertising strategy that combines positioning and brand plan. We then turn the Brand Communications Strategy into a creative brief to produce great communications of the brand story • The hands-on workshop is a great tool for developing creative briefs on your brand, looking at objectives, target, consumer insights, stimulus and response. How to write Creative Briefs Translating the strategy for agencies Workshop 5: Creative Briefs CREATIVE(BRIEF(( 1.""Why(Are(We(Adver3sing( Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&& 2.#What’s(the(Consumer(Problem(We(are(Addressing( I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer& myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&" 3.((Who(are(you(talking(to?( “Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to& stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and& escape&even&for&people&who&watch&what&they&eat.&&&&" 4.((Consumer(Insights( L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But& we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”& L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to& achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”& 5.(What(does(our(consumer(think(now?( I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste& that&good,&it’s&something&I&might&consider&as&a&snack.&&& 6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)( We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&" 7.((What(should(we(tell(them?((S3mulus:((benefit)( With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in& control&of&your&health.&& 8.((Why(should(they(believe(us?( In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and& 2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&& 9.((Brand(Posi3oning(Statement( For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure# so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a& low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on& taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night& as&a&desert&were&able&to&lose&5lbs.&&& 10.((Tone(and(Manner( Successful,&Mo>vated,&Reliable,&In&Control,&Natural.& 11.((Media(Op3ons( Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry& the&idea&into&digital,&social&media&and&a&microsite.&&& 12.((Mandatories( The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole& Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the& 12&week&study.&&&
  66. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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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

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