1.
We make brands stronger. We make brand leaders smarter.
Brand Planning Process

2.
At Beloved Brands, we promise that
we will make your brand stronger
and your brand leaders smarter.
We will help you create a BRAND POSITIONING and BRAND
CONCEPT that will set up your brand to win in the market.
We will help you find a BIG IDEA for your brand that can
transform your brand’s soul into a brand reputation.
We will help you write BRAND PLANS that will focus your
resources and focus everyone in your organization.
We will help focus your MARKETING EXECUTION to create a
bond with consumers that will drive growth for your brand.
We will make your team of BRAND LEADERS smarter, so they
produce exceptional work that drives stronger brand results.
Brand Positioning • Brand Plans • Marketing Execution • Brand Team Training

3.
We make brands stronger.
We make brand leaders smarter.
1 432
Marketing
Execution Plan
The four phases of our Beloved Brands
planning process:
Brand
Plan
Brand
Positioning
Deep-dive
business review
Dig into every aspect of the
brand: category, consumers,
channels, competitors &
brand. Summarize drivers,
inhibitors, risks and
opportunities.
Decide on target consumer
profile, rational & emotional
benefits, narrow to a brand
positioning statement, build
a big idea to set up a brand
concept.
Building on business review,
the plan lays out the brand
vision, purpose, goals, key
issues, strategies & tactics.
Build 5-year brand road map
and 1-year brand plan.
Big idea map set up
communication, innovation,
purchase moment & brand
experience. Develop brief,
calendar, budgets, project
plans (leader/timeline).
Major brand
challenge
Brand Positioning
Brand Concept
Strategy Roadmap
Brand Plan
Creative Brief
Project Plans

4.
We make brands stronger.
We make brand leaders smarter.
Assess the company’s situation by looking at the
Category, Customers, Competitors and
Company with top analytical summary for each.
21
Summarize into
SWOT ANALYSIS
with drivers,
inhibitors, risks and
opportunities.
Summarize STRATEGIC SITUATION by looking
at competitive position, core strength, connectivity
with customers and situation internally.
3
We will help you conduct a DEEP DIVE BUSINESS REIVEW
that assesses the strategic situation and key issues
1

5.
We make brands stronger.
We make brand leaders smarter.
Define a FOCUSED CONSUMER
TARGET. Tell their story through
insights, enemies and buying patterns.
Use a BENEFITS
LADDER to move
from features to
rational and
emotional benefits
The homework you do sets up a winning
BRAND POSITIONING STATEMENT that
is own-able and motivating to consumers.
We will help you create a BRAND POSITIONING and BRAND
CONCEPT that will set up your brand to win in the market.
2
Combine the brand positioning
statement with Big Idea to create a
BRAND CONCEPT
Build a BIG IDEA that is
supported by product,
consumer views, brand
character, brand role &
internal beacon.
2
4
31
5

6.
We make brands stronger.
We make brand leaders smarter.
STRATEGY
ROADMAP
lays out long
term vision,
purpose,
values, goals,
strategies and
tactics.
KEY ISSUES
what is current
competitive
position, core
strength, brand
connectivity,
internal
situation.
Summarize WHERE ARE WE looking at growth
drivers, inhibiters, threats and opportunities
1-YEAR BRAND
PLAN allocates
resources aligns
company, decides
on strategies,
tactics, execution
briefs.
2
4
3
1
We will help you write BRAND PLANS that will focus your
resources and focus everyone in your organization.
3

7.
We make brands stronger.
We make brand leaders smarter.
Build brand experience by
influencing the CULTURE and
creating a BRAND CREDO that
frames the purpose, values and
sets up service behaviors.
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.&&&
COMMUNICATIONS BRIEF focuses
CREATIVE and MEDIA on building a
brand story that establishes a unique
own-able positioning and moves
consumer to think, feel and act.
We will help focus your MARKETING EXECUTION to create a
bond with consumers that will drive growth for your brand.
Influence PURCHASE
MOMENT with channels,
merchandising and e-
commerce
At Beloved Brands, we promise to
make your brand stronger and your
brand leaders smarter.
We believe big ideas, focus and
passion matter, because the more
loved a brand is by consumers, the
more powerful and profitable that
brand will be.
We will challenge you to think
different, because the thinking that got
here may not get you to the next level.
Our Credo
Own-able
Motivating
High
High
Low
Low
Use the BIG IDEA MAP to lay out the
brand promise, story, innovation,
purchase moment and experience.
Promise Experience
Purchase Moment
InnovationStory
Big
Idea
BrandConsumer
Align execution to CONSUMER
BUYING SYSTEM to focus on
moving consumers from
awareness to purchase to
repeat and to loyalty.
4
2
4 3
1
5
6
Develop INNOVATION PLAN with a stage-
gate process that move ideas, concepts,
testing, launches through the system.

8.
We make brands stronger.
We make brand leaders smarter.
Our Credo
At Beloved Brands, we promise to make
your brand stronger and your team of
brand leaders smarter.
We believe that big ideas, focus and
passion matter. The more loved a brand
is by consumers, the more powerful and
profitable that brand can be.
We will challenge you to think differently,
because the thinking that got you this far
may not get you to the next level.
Our Promise: We will make your brand stronger and
your brand leaders smarter. We will unleash the full
potential of your business and people.
Brand Coaching: We will help you come up with your
brand’s Brand Positioning, Big Idea and Brand Concept.
We will help create Brand Plans that everyone in your
organization can follow and focus your Marketing
Execution. We bring a new way to look at Brand
Management, with a provocative approach that align your
brand to the sound fundamentals of brand management.
Brand Training: We will make your team of Brand
Leaders smarter so they can produce exceptional work
that drives stronger brand results. We offer brand training
on every subject in marketing, related to strategic
thinking, analytics, brand planning, positioning, creative
briefs, customer marketing and marketing execution.
About Beloved Brands
We help make brands stronger and brand leaders smarter.

9.
We make brands stronger.
We make brand leaders smarter.
Our CLIENTS speak out on our behalf
“Beloved Brands assisted us in the transformation of our brand positioning and company culture. Graham helped
steer people towards finding their own solutions and owning them, as opposed to just giving people the answers.”
Keith Gordon, President, NFL Players Inc.
“Beloved Brands has been a tremendous asset to Earls. Graham helped us to uncover a new vision, big idea for
the Earls brand and strategic business plan. We were so pleased with the results, we used Beloved Brands to
develop Earls’ cultural brand service values which were rolled out to all 6000+ employees.”
Monique Gomel, VP Marketing, Earls Restaurants
“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, Nigeria
“Beloved Brands delivers exactly on what the promise making brands and brand leaders better. I have worked
with Graham twice now, and say confidently his approach and tools truly uncover what’s holding back a brand. His
ability to connect complex situations and drive the room to focus, is exceptional. His work led us to uncover a new
brand platform that scored 74% Top 2 Box in a robust research project.”
Davide Viola, VP Marketing, Melitta Coffee

10.
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.

11.
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

12.
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

13.
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

14.
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