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We make brands stronger. We make brand leaders smarter.
Brand Planning Process
At Beloved Brands, we promise that
we will make your brand stronger
and your brand leaders smarter.
We will help you creat...
We make brands stronger.
We make brand leaders smarter.
1 432
Marketing
Execution Plan
The four phases of our Beloved Bran...
We make brands stronger.
We make brand leaders smarter.
Assess the company’s situation by looking at the
Category, Custome...
We make brands stronger.
We make brand leaders smarter.
Define a FOCUSED CONSUMER
TARGET. Tell their story through
insights...
We make brands stronger.
We make brand leaders smarter.
STRATEGY
ROADMAP
lays out long
term vision,
purpose,
values, goals...
We make brands stronger.
We make brand leaders smarter.
Build brand experience by
influencing the CULTURE and
creating a BR...
We make brands stronger.
We make brand leaders smarter.
Our Credo
At Beloved Brands, we promise to make
your brand stronge...
We make brands stronger.
We make brand leaders smarter.
Our CLIENTS speak out on our behalf
“Beloved Brands assisted us in...
Graham is one of the voices of the modern Brand Leader.
He started Beloved Brands knowing he could make brands stronger an...
We make brands stronger.
We make brand leaders smarter.
Work History
• Beloved Brands, President, 2010- Present
• TD Bank,...
We make brands stronger.
We make brand leaders smarter.
LOVE IT
INDIFFERENT
BELOVED
LIKE IT
We believe that the more LOVED...
We make brands stronger.
We make brand leaders smarter.
Get smarter about Marketing
Visit beloved-brands.com
Over 4 millio...
We would love the opportunity
to help you unleash the full
potential of your brand and
your brand leaders.
Graham Robertso...
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Brand Planning process

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Workshop for Brand Leaders to provide an overall planning process including business review, key issues, positioning and creating the annual Brand Plan

Publicada em: Marketing
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Brand Planning process

  1. 1. We make brands stronger. We make brand leaders smarter. Brand Planning Process
  2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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

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