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Personal Branding Workshop

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My hope is you can use this personal branding framework to get what you want from your career—balancing the challenges to match up to your skills and your passion to match up with your happiness.

Publicada em: Marketing
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Personal Branding Workshop

  1. 1. This will help you define who you are as a brand, and then plan out how to launch your brand. How to define your personal brand
  2. 2. Based on your skills, experience and behaviors, where are your strengths and your gaps and what is your game plan for closing those gaps? Do a full assessment of your skills, behaviors and experiences 1
  3. 3. We make brands stronger. We make brand leaders smarter. Define the Brand Think Strategically Big Idea At Beloved Brands, we use a branding approach Vision Analysis Key Issues Strategies Execution • Advertising • In-Store • Innovation • Consumers • Category • Channels • Competitors • Brand Values, Goals • Experience Brand Plan Create Brand Plans Inspire creative execution Analyze performance Sm art Creative Ideas
  4. 4. 1. Digs deep into data, draws comparisons and builds a story toward the business conclusion 2. Able to lead a best-in-class 360-degree deep-dive business review for the brand 3. Understands all sources of brand data—share, brand funnel, consumption, financials 4. Writes analytical performance reports that outlines the strategic implications 5. Thinks strategically, by asking the right interruptive questions before reaching for solutions 6. 360-degree strategic thinking: core strength, consumers, competitors, situation, engagement 7. Able to lead a well-thought strategic discussion across the organization 8. Makes smart strategic decisions based on vision, focus, opportunity, early win and leverage 9. Defines ideal consumer target, framed with need states, insights and enemies 10.Consumer centric approach to turn brand features into functional and emotional benefits 11. Finds winning brand positioning space that is own-able and motivates consumers 12.Develops a big idea for brand that can lead every consumer touchpoint 13.Leads all elements of a smart brand plan; vision, purpose, goals, issues, strategies, tactics. 14.Turns strategic thinking into smart strategic objective statements for the brand plan 15.Strong in presenting brand plans to senior management and across organization 16.Develops smart execution plans that delivers against the brand strategies 17.Writes strategic, focused and thorough creative briefs to inspire great work from experts 18.Can lead all marketing projects on brand communication, innovation, selling or experience 19.Able to inspire greatness from teams of experts at agencies or throughout organization 20.Makes smart marketing execution decisions that tightens bond with consumers Define the Brand Think Strategically Create Brand Plans Inspire creative execution Analyze performance We make brands stronger. We make brand leaders smarter. The 20 skills your marketing team must have to win Skills assessment tool to evaluate your Marketing team
  5. 5. Marketing Skill Element 1 2 3 4 5 Comments 1. Able to analyze and draw conclusions 2. Leads a deep-dive business review 3. Understands all data sources 4. Writes analytical reports 5. Uses strategic questions for thinking 6. 360-degree strategic thinking 7. Leads strategic discussions 8. Makes smart strategic decisions 9. Defines target consumer 10. Turn features into consumer benefits 11. Finds winning brand Positioning statement 12. Generates the Big Idea for brand 13. Leads all elements of Brand Plan 14. Writes smart strategic objective statements 15. Effective plans presentation to management 16. Aligned marketing execution plans 17. Writes focused and inspired creative briefs 18. Leads all marketing execution projects 19. Inspire greatness from experts 20. Smart strategic decisions on execution We make brands stronger. We make brand leaders smarter. Skills assessment tool to evaluate your Marketing team Assessment scoring for your team 90%: Exceptional team delivering for the brand 80%: Strong Team, but may have one major gap area 70%: Performance gaps holding team and brand back 60%: Team not trained to deliver on your expectations Below 60%: Team is holding the brand performance back Scoring for each element 5: Exceptional 4: Very strong 3: Solid 2: Below expectation 1: Unable to perform
  6. 6. 1. Hold everyone accountable to the goals of their tasks 2. Makes it happen, get things done, don’t let details/timeline slip 3. Stays on strategy, eliminates ideas that are not focused against vision/strategy. 4. Works the system behind the brand, from sales to finance to operations to HR 5. Manages core team: focus, communication, solutions, results, let others shine. 6. Interested in their people’s development and career development 7. Coaches, teaches, guides the team for higher performance. 8. Provides honest assessments to their people and upwards. 9. Active listener, seeks opinions, makes decisions, owns strategy. 10.Controls brand strategy, yet flexible to new ideas on the execution. 11.Carries influence throughout organization. 12.Thinks of others beyond themselves, empathy to pressures/challenges others are facing. 13.Aware of their impact on others within and beyond their team. 14.Exhibits leadership under pressure: results, ambiguity, change, deadlines. 15.Consistency in leadership in how they show up. 16.Flexibility in leadership: admits mistakes, challenges self, adjusts to new ways. 17.Acts like a ‘Brand CEO’ accountable to the long range health and profits of the business. 18.Makes smart decisions that adds to the health of brand, not their career or personal wealth. 19.Makes the right choices, good for the company, consumers, customers, market, society. 20.Lives and breathes the culture of those who work behind the scenes of the brand. We make brands stronger. We make brand leaders smarter. The 20 behaviors your marketing team must have to win Accountable to results People Leadership Broad Influence Authentic Style Runs business like an owner Behavior assessment tool to evaluate your Marketing team
  7. 7. What is your purpose? 2 Why do you get up in the morning to do what you do?
  8. 8. The two most important days in your life are the day you were born and the day you find out why. Make Twain
  9. 9. We make brands stronger. We make brand leaders smarter. The intersection of your talent, where you love it, where you can make a decent salary and where the market needs it. Finding yourself a purpose driven career Market needs it Earn a decent living Talented at it You love it MissionPassion JobProfession Your Purpose
  10. 10. We make brands stronger. We make brand leaders smarter. Your Passion I love everything to do with marketing, advertising and innovation Finding yourself a purpose driven career Market needs it Earn a decent living Talented at it You love it MissionPassion JobProfession Your Purpose “I want to help Marketers realize their full potential.” Your Mission I love to help brand leaders to get smarter and realize their full potential. Your Job I have created a series of training programs around strategy, analytics, positioning and planning. Your Profession I conduct training programs for Marketing teams around the world.
  11. 11. What goes into determining your personal brand 3
  12. 12. We make brands stronger. We make brand leaders smarter. What your target wants or needs What others in the same space do best What you do best Losing Zone: Where others can do it better than you can Risky Zone: Win with purpose, emotion, values, or innovation Dumb Zone: Space where no one cares Winning Zone: Your clear difference that matters to your target Find that unique space that matches up what you do best with what your target wants or needs Avoid the space someone already does it better than you can
  13. 13. We make brands stronger. We make brand leaders smarter. Target and insights What do consumers want? Your features What do you do best? Functional benefits What does my target get? Emotional benefits How does that make them feel? Your target Define target, need states, enemies and insights. Functional In the target’s voice, answer, “So, what do I get?” My personal brand ladder Features Product-focused strengths, claims, differences or unique offerings. Emotional In the target’s voice“So how does that make me feel?” 1 2 3 4
  14. 14. We make brands stronger. We make brand leaders smarter. Makes you smarter Works Better for you Helps your family Helps you be healthier Faster More powerful Safer Lasts Longer Keeps you organized Saves time Social Latest Fashions Latest technology Sounds Taste Smell Sights Education Comfort Life Stages Mental Health Better Home Prevents Weight/Exercise Lower Risk Track Success Resale value Invest for future Advice Solutions Teaching Helping hand Sensory Appeal Simplifies your life Stay Connected Hassle Free Functional benefit cheat sheet Easier to use Touch/Feel Good value Quality Reduces Soothes Cultural How it is made Saves you money Experience Variety Personal Service In touch Moments Responsiveness Memorable Occasion Rituals Updates Luxurious Performance IntegratedEfficient Subconscious Style 9 functional zones with 50 total functional benefits
  15. 15. We make brands stronger. We make brand leaders smarter. Curious for knowledgeSense of optimism Stay in control Feel comfortable Feel myself Motivated Special Successful Inspired Interesting Alive Cool Playful Popular Trendy Like-able Friendly Intimate Happy Easy- going Nurtured Compassion Down-to--earth Relaxed Honest Family Trust Safe Respect Reliable Informed Wisdom Smarter Competent Feel liked Feel free Get noticed Excited Emotional benefit cheat sheet Your target customer Values Exhilarating 8 emotional zones with 40 total emotional benefits
  16. 16. We make brands stronger. We make brand leaders smarter. Start with benefit clusters to turn into benefit statements • I feel in control of my brand plan and activities • I feel optimistic that we can drive a higher rate of growth. • I feel smarter in our decision-making • I feel more inspired I can reach my personal goals • I feel with a smarter team, we will produce stronger growth results • I feel more confident in my understanding of marketing. • I feel more knowledgeable about brand strategy • I will feel more motivated to be successful with a new positioning • I will feel inspired to drive growth for our brand • I get a trusted advisor to help solve our growth problem • I can reach out for advice on where we get stuck with our brand • I get an in-depth brand training program that makes me smarter • I get complex business models that make solving problems easier • I get a helping hand at the table, to help find our brand positioning • I get a brand plan that keeps our team organized • I understand it better when I see the tools behind brand positioning • I will be able to focus the team on the right strategies and issues • I have a brand coach who can help me unleash my potential • I get to have the equivalent voice of a VP Marketing at the table Functional Emotional Curious for knowledge Sense of optimism Stay in control Motivated Successful Inspired Trust Safe Respect Reliable Informed Smarter Use the clusters to begin the brainstorm, using specific category or brand words. Makes you smarter Works Better for you Faster Keeps you organized Advice Solutions Teaching Helping hand Simplifies your life Easier to use How it is made Performance Integrated
  17. 17. We make brands stronger. We make brand leaders smarter. How motivated is your target by your benefit High High Low Low How own-able is this benefit for you Sort through the possible benefits to find the ones that are most motivating to consumers and own-able for your brand. Losing Zone Winning Zone Dumb Zone Risky Zone New positioning drives growth Advice on difficult issues Marketing expert in the room Leadership coach Advisor on any business issue Knowledge helps unleash potential Process to help drive brand plan I can bounce ideas off someone Team to help lead merger
  18. 18. We make brands stronger. We make brand leaders smarter. My personal brand ladder worksheet Target: Brand Leaders and Department heads, mid to large corporations, feeling like they need some new thoughts brought into the team. Needs: Change positioning, new plan, big idea, training Consumer Enemy: Confusion, frustration, too many opinions Insights: 1) “I feel stuck, with the same old thinking, same old ideas and same old silos holding us back. I want a new voice in the room” 2) “I think my team has talent, they just lack the right training on the fundamentals of brands.” 3) “We have so many divergent opinions on what to do next. We can’t decide” Emotional Benefits: 1) I feel in control of my brand plan and activities 2) I feel optimistic that we can drive a higher rate of growth. 3) I feel smarter in our decision-making Functional Benefits: 1) I get a trusted advisor to help solve our growth problem 2) I can reach out for advice on where we get stuck with our brand 3) I get an in-depth brand training program that makes me smarter Features: 1) Helps you find your brand positioning statement 2) Helps you build a brand plan 3) Find Big Idea for brand 4) Brand Training on thinking, defining, planning, execution and analytics.
  19. 19. We make brands stronger. We make brand leaders smarter. Building your personal brand positioning statement For (Target) • Brand Leaders looking for new thinking on their business that will drive growth Graham is the (Category) • Brand Coach Who (Benefit) • Challenge you to think differently so you can unleash your brand’s full growth potential That’s because (Support Points) • He helps lead a deep-dive business review, help define your brand’s positioning and help build a brand plan everyone can follow. • He can build a custom brand management training program, to build a smarter Marketing team that will drive stronger results. 1 2 3 4 For Brand Leaders looking for new thinking on their business that will drive growth, Graham is a brand coach who will challenge you to think differently so you can unleash your brand’s full growth potential. He can help lead a deep-dive business review, help define your brand’s positioning and help build a brand plan everyone can follow. He can build a custom brand management training program, to build a smarter Marketing team that will drive stronger results.
  20. 20. What type of marketer are you? Are you best at managing products, marketing execution, strategic thinking or leadership of people? You have to pick one. Build your career around your natural strength as a Marketer 4
  21. 21. While every Brand Leader claims to be a generalist, everyone should have a lead strength: 1. Do you like running the business and managing products? 2. Do you like marketing execution and being creative, either generating ideas or executing creativity? 3. Are you a strategic thinker, enjoying the planning side of the business? 4. Are you a leader of leaders, with a passion for leading people? If you had to force yourself to choose one, which one would you pick?
  22. 22. We make brands stronger. We make brand leaders smarter. What is your personal core strength as a Brand Leader? Marketing Execution Running the Business Strategic Thinking Leader of People Highly Competitive Medium Low Focus on what you are best at. Let go what matters the least. We give 4 chips, forcing one at the high, two at the middle to support the strength, and let go of one at the low.
  23. 23. We make brands stronger. We make brand leaders smarter. What is your core strength? Running the business and managing brands • You’re naturally a business leader, who enjoys the thrill of hitting the numbers–financial or share goals. In Myers Briggs, you might be an ENTJ/INTJ (introvert/extrovert, intuition, thinking, judgment) the “field general” who brings the intuitive logic and quick judgment to make decisions quickly to capitalize on business opportunity. • You like product innovation side more than advertising. You are fundamentally sound in the core elements of running a business— forecasting, analytics, finance, distribution—working each functional areas to the benefit of the products. You may have gaps in creativity or people leadership, but you’re comfortable giving freedom to your agencies or team to handle the creative execution. • My recommendation is to stay within Product Management as long as you can. If you find roadblocks in your current industry, go into new verticals before you venture into new career choices. Consider running businesses on behalf of Private Equity firms or venture into Entrepreneurship where you take your core strength of running a business. Career Options • Product Management • Shift across industries • Lead Private Equity Turnarounds • Lead Acquisitions • Entrepreneurship
  24. 24. We make brands stronger. We make brand leaders smarter. What is your core strength? Marketing Execution • You are the type of Brand Leader who is highly creative and connects more to ideas and insights than strict facts and tight business decisions. You believe facts can guide you but never decide for you. You are high on perception, allowing ambiguous ideas to breathe before closing down on them. You respect the creative process and creative people. You are intuitive in deciding what is a good or bad idea. You may have gaps in the areas of organizational leadership or strategy development that hurts you from becoming a senior leader. • Staying in the Marketing area, you may end up limited in moving beyond an executional role. You may be frustrated in roles that would limit your creativity. Moving into a Director level role could set you up for failure. Look to grab a subject matter expert type role in an internal advertising, media, innovation role or merchandising. • Going forward beyond Marketing, consider switching to the Agency side or Consult on a subject-matter expertise (Innovation, Marketing Communication or Public Relations) to build on your strengths. Career Options • Executional Agency • Subject Matter Specialist • Ideation Brainstorm Facilitation • Business Development
  25. 25. We make brands stronger. We make brand leaders smarter. What is your core strength? Strategic Thinking • You enjoy the planning more than the execution. You might fall into the INTP, where you’re still using logic and intuition, stronger at the thinking that helps frame the key issues and strategies than making the business decisions. The introvert side would also suggest that your energy comes from what’s going on in your brain, than externally. An honest assessment would suggest that managing and directing the work of others is likely not be a strength. • If you stay within the marketing industry, you would be very strong in a Global Brand role, General Management or even a Strategic Planning role. You need to either partner with someone who is strong at Marketing Execution or build a strong team of business leaders beneath you. • Going outside, you would enjoy Consulting and thought leadership which could turn into either an academic or professional development type roles. Continue building your thought leadership to carve out a specific perspective or reputation where you can monetize. Career Options • Global Marketing • Consulting/Coaching • Thought Leadership • Adjunct Professor • Business Development • Writing/Speaker Series
  26. 26. We make brands stronger. We make brand leaders smarter. What is your core strength? Leader of People • You find natural strength in leading other. You are skilled in getting the most from someone’s potential. You are good at conflict resolution, providing feedback, inspiring/motivation and career management of others. You are a natural extrovert and get your energy from seeing others on your team succeed. As you move up, you should surround yourself with people who counter your gaps–whether that is on strategy or Marketing Execution. • If you find yourself better at Management than Marketing, and you should pursue a General Management role where you become a leader of leaders. You would benefit from a cross functional shift into sales or operations to gain various perspectives of the business enable you to take on a general management role in the future. • After you hit your peak within the corporate world, consider careers such as Executive Coaching where the focus remains on guiding people. Career Options • General Management • Stay within Brand Management • Cross functional roles • Partner in Entrepreneurship • Personal Executive Coach
  27. 27. How to answer “so tell me about yourself” in 7 seconds. 7-second brand 5
  28. 28. We make brands stronger. We make brand leaders smarter. Here is our simple model for how to build your 7-second personal brand pitch. 7 second brand How you define yourself, what primary benefit you provide what secondary benefit you provide the expected result
  29. 29. We make brands stronger. We make brand leaders smarter. • I have a tremendous passion for everything Marketing. Experience in food, CPG, healthcare, moving up from Assistant Brand Manager up to VP Marketing. As a brand leader with vast experience in CPG marketingStrong at Advertising, Innovation and brand planning. Proven track record of 20 years of driving growth while moving up to VP marketing. • I have worked on turnarounds, always put on the most challenging assignments. I find growth where others couldn’t. Known as turnaround expert, having led turnaround plans, led global launch, created marketing program from scratch: positioning, advertising, package design, in-store program. 1. How you define yourself 2. What primary benefit you provide your target? 4. What is the expected result you deliver? 3. What secondary benefit you provide your target? • Led team into and through merger between J&J and Pfizer, with no departures. I create motivated brand teams. Created a training program for the team on the fundamentals of marketing with a 100-page book. Hands on coach, who gives honest feedback and uses teaching moments to make the team better. • Results always come first for me. Led J&J marketing team share gains on 9 of 12 brands, sales growth on all 12. Always deliver great work to drive results. Developed new brand vision that guided the brand to double digit annual growth for a decade. The 4 questions to build your 7-second brand pitch As a brand leader, I find growth where others couldn’t, I create motivated brand teams that delivers great work to drive results. 7 second brand List out 3-5 bullet points under each question Select the best element from each
  30. 30. We make brands stronger. We make brand leaders smarter. As a marketer, I find growth where others couldn’t, I create motivated brand teams that delivers great work to drive results. 7 second brand The 4 questions to build your 7-second brand pitch As a marketer, I find growth where others couldn’t and I create motivated brand teams that deliver great work to drive results. how you define yourself primary benefit you provide secondary benefit you provide expected result
  31. 31. We make brands stronger. We make brand leaders smarter. As a brand coach, I challenge leaders to look at things differently find solutions to brand problems to help them unleash their full potential 7 second brand A second example of a personal brand pitch. As a brand coach, I challenge leaders to look at things differently and I find solutions to brand problems, to help them unleash their full potential. how you define yourself primary benefit you provide secondary benefit you provide expected result
  32. 32. We make brands stronger. We make brand leaders smarter. As a brand leader, I find growth where others couldn’t, I create motivated brand team that delivers great work to drive results. Led global launch of Listerine Pocketpaks with Canada as lead market. Created marketing program from scratch: positioning, advertising, package design, in-store program. Known as turnaround expert, having led turnaround plans on Zyrtec, Nicoderm & Purell. History of success in finding high performance advertising that drives growth. Led marketing team at J&J share gains on 9 of 12 brands, sales growth on all 12. Proven track record of 20 years of driving growth while moving up to VP marketing. Hands on coach, who gives honest feedback and uses teaching moments to make the team better. Led team into and through merger between J&J and Pfizer, with no departures of key team members. Reputation for making my team better, with a motivating & challenging style that gets the best from people. Created a training program for the team on the fundamentals of marketing with a 100 page book Developed new Listerine brand vision that guided the brand to double digit annual growth for a decade. Once you have your 7-second pitch, use success stories, past results or added benefits, to build your 30-minute pitch 30 minute brand Take 8-10 of your best stories and build out your 30 minute brand pitch These points help answer “so what do you mean by….”
  33. 33. We make brands stronger. We make brand leaders smarter. 7 second brand Here’s how your next personal brand pitch should go As a brand leader, I find growth where others couldn’t and I create motivated brand teams that deliver great work to drive results. Tell me about yourself Look for 2-3 examples of success Led global launch of Listerine Pocketpaks as lead market. Created marketing program from scratch. Known as turnaround expert, having led turnaround plans on Zyrtec, Nicoderm & Purell. History of success in finding high performance advertising that drives growth. Led marketing team at J&J share gains on 9 of 12 brands, sales growth on all 12. Proven track record of 20 years of driving growth while moving up to VP marketing. Hands on coach, who gives honest feedback and uses teaching moments to make the team better. Led team into and through merger between J&J and Pfizer, with no departures of key team members. Reputation for making my team better, with a motivating & challenging style that gets the best from people. Created a training program for the team on the fundamentals of marketing with a 100 page book 30 minute brand I hope I have shown you a few ways that as a brand leader, that delivers great work to drive results. Are you able to see where I can help you? Summary close Developed new Listerine brand vision that guided the brand to double digit annual growth for a decade. 7 second brand
  34. 34. How to build out a brand plan for your personal brand 6
  35. 35. To be the voice of today’s brand leaders. To share my knowledge to help get the most out of everyone, so they feel smarter and capable of reaching their full potential. Consumers first, challenge to think differently, listen to help them find their solutions and always leave client ready to execute Continue 10% sales growth, add 5 new client, grow in Europe and Asia, launch new e-book Personal Brand Roadmap We make brands stronger. We make brand leaders smarter Lead key clients with Brand Coaching Grow our Executive Coaching program Partner of choice for Training Programs Leverage new technologies • New verticals • Geographic Expansion • Build in CPG • Advertising Coaching • 1-on-1 tools for VPs • Entrepreneurial program • Career Coaching • Launch e-book • Create new video series • Skype coaching • Corporate Training • Boot Camp programs • Retreats • Key Note speaker Brand Vision Brand Purpose Values Goals Strategies Tactics
  36. 36. We make brands stronger. We make brand leaders smarter. Purpose The definitions behind your personal brand roadmap Vision Values Goals What do you want your personal brand to be in the next 5+ years? Think of the next 5+ years. What would ideal success look like for you? What would you like to accomplish? Think of big goals, far beyond the year at hand. Why do you do what you do? Why do you get up in the morning? Why did you choose this profession? Why did you get into this business or career? Keep asking this question because becomes even richer and deeper. First few answers are usually just on the surface What do you believe in? If you had a personal quote, what would it say? Values help you connect and project with your core target you are trying to attract. Do you have a motto, a theory, personal quote or belief that you want to stand behind and have everything link to. What do you need to achieve? Look at your vision and look at milestones, results, lifestyle, bucket list of activities you want to accomplish? When you make your goals more personal, the accomplishments are more rewarding to you. Tactics How can we get there? The how part of positioning. Look at what is in the way of the vision, and then come up with ways to knock those down. Use a question (issues in the way of the vision) and answer (solution options) technique to find the strategies. What do we need to do to execute the strategy? The activities and projects that match up to the strategies, the ones that you and your target both hold passion for. These are the future success stories you will talk about for years to come. Strategy
  37. 37. We make brands stronger. We make brand leaders smarter. We will help you unleash your full potential Brand Coaching Services
  38. 38. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. Our role is to challenge you to think differently about your future, so that you can realize your full potential. TM
  39. 39. We make brands stronger. We make brand leaders smarter. Define the Brand Think Strategically Big Idea At Beloved Brands, we use a branding approach Vision Analysis Key Issues Strategies Execution • Advertising • In-Store • Innovation • Consumers • Category • Channels • Competitors • Brand Values, Goals • Experience Brand Plan Create Brand Plans Inspire creative execution Analyze performance Sm art Creative Ideas
  40. 40. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. We lead a 360 assessment of your business, looking at the marketplace, consumers, channels, competitors and the brand. We help you define your brand, with a simple, unique, inspiring, motivating and own-able Brand Positioning Statement. We will create a Big Idea that will transform your brand’s soul into a winning brand reputation. We help you build a strategic Brand Plan that everyone who works on the brand can follow We coach on Marketing execution, helping to tighten the bond with your consumers and drive brand growth We will build a Brand Management training program, to unleash the full potential of your Marketing team. 1 2 3 4 5 6 TM
  41. 41. We make brands stronger. We make brand leaders smarter. We will lead a 360 brand assessment, looking at the marketplace, consumers, channels, competitors and brand Deep Dive Review Macro view of marketplace looking at economic, consumer, technology, trends. Define consumer target, looking at beliefs, buying habits, growth trends and key insights. 2 5 1 3 4 Understand brand performance and reputation. Use brand funnel, tracking results, pricing analysis, distribution gaps and financial results. Look at channel performance, customer strategies, distribution gaps, merchandising performance. Dissect closest competitors by looking at performance, positioning, innovation, pricing, distribution and reputationSummarize 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 fixi Opportunities Threats Changing consumer needs, technologies, channels, legal, Competitor launch, trade barriers, customer preference. 6 Look at macro subsegments or formats • Some different types of macro views you want to look at includes performance of size, format or benefit segments. Look at the channel performance at the category level. You can also look at macro competitive market share trends. • With each chart, you are looking for a break in the data to tell a story on the category. 0" 10" 20" 30" 40" 50" 60" XL" Large"size" Mid"Size" Travel"size" Overall" 2012" 2013" 2014" 2015" Healthy( Whitening( Freshening( Repair( 0" 20" 40" 60" 80" 100" 120" 140" Grocery" Drug" Mass" Club" Overall" 2012" 2013" 2014" 2015" Size Formats Benefit Segment Where sold Allergy Category $ Share 0.00% 5.00% 10.00% 15.00% 20.00% 25.00% 30.00% 35.00% 40.00% 45.00% 50.00% P E D ec 29 01 P E F eb 23 02 P E A pr20 02 P E June 15 02 P E A ug 10 02 P E O ct05 02 P E N ov 30 02 Jan 25 2003 M ar22 2003 M ay 17 2003 July 12 2003 S ept06 2003 N ov 01 2003 D ec 27 2003 Feb 21 2004 A pr17 2004 June 12 2004 A ug 07 2004 O ct02 2004 N ov 27 2004 Jan 22 2005 M ar20 2005 M ay 14 205 Jul9 2005 S ep 3 2005 O ct29 2005 Reactine Benadryl Claritin Aerius Allegra Chlor-Tripolon C/L Competitive Market Share Category Analysis 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 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 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 and versus other periods. Pricing Differences by Channel First, look at the average price and change versus year for each channel. Match up the data to what the sales colleagues are saying about the different prices for each ch Depending on channel/brand, you should be looking at deal pricing, % on deal and coop ad points. Compare ea 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 B We make We make brand Distribution gap analysis Tops Kroger CVS Club A&P Safeway 7-1 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 W We ma Distribution gap analysis Tops Kroger CVS Club A&P Safewa 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 W We mak Draw conclusions. Compare how you're doing in each channel and versus other periods. We We make 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 stron We make brand leaders sma 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 b We make brand l 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 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
  42. 42. We make brands stronger. We make brand leaders smarter. Define a focused consumer target profile with insights, enemies and buying patterns. Use our Benefits Ladder to move from features to rational and emotional benefits We will help you define your brand, with a simple, unique, motivating and own-able Brand Positioning Statement. 2 5 1 Use our benefit cheat sheets to understand the Functional and Emotional benefits you can own. 3Benefits Ladder 4 Determine your winning zone, where your brand is better, different or cheaper. Winning positioning statement that is unique, own- able motivating to consumers Brand Positioning 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. 1 2 3 4 Consumer Target Product features Functional benefits Emotional benefits Works betterFunctional Benefits Simplify Life Make Smarter Make Healthier Saves money Helps family Sensory Appeal Stay Connected Experience Seek knowledgeFunctional Benefits Stay in control Feel myself Feel comfortable Feel optimistic Feel free Get noticed Feel liked
  43. 43. We make brands stronger. We make brand leaders smarter. Brand’s Big Idea We will help create a Big Idea that will transform your internal brand soul into a winning external brand reputation. The Big Idea helps simplify the brand message as an outward expression of the inner Brand Soul We make brands stro We make brand leaders sm Promise Brand Story Innovation Purchase Moment Experience Big Idea Brand Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Consumer The Brand Big Idea Drive consistency using the brand’s Big Idea to show up the same way at all 5 consumer touch-points Consumers have 7 seconds to connect with a brand’s Big Idea A brand finds its equilibrium when the Big Idea impacts a brand reputation to perfectly match up to the Brand Soul Soul Reputation= Based on their personal experiences, consumers form a reputation they spread to others. 1 2 3 4 5 =Big Idea Brand Soul Consumer
  44. 44. We make brands stronger. We make brand leaders smarter. 2 4 31 Strategic questions to help frame the key issues 5 We will help build a strategic Brand Plan that everyone who works on the brand can follow Drivers and inhibitors currently facing brand. Risks and opportunities for future. Deep dive review looks at every potential 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 fixi 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 engaged are consumers? What is your current competitive position? How tightly connected is your consumer to your brand? What is the current business situation your brand faces? 3 1 5 4 We make brands stronger. We make brand leaders smarter. 1. Where could we be? 2. Where are we? 3. Why are we here? 4. How can we get there? 5. What do we need to do? Before getting started on your Brand Plan, map out your strategic thinking by asking 5 simple strategic questions Vision/Purpose/Goals Situation Analysis Key Issues Strategies Execute & Measure Questions to ask Planning elements 1 2 3 4 5 6 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 Brand Plan 2 The Annual “Brand Plan On a Page” Analysis Issues and Strategies Executional Plans P&L forecast • Sales $30,385 • Gross Margin $17,148 • GM % 56% • Marketing Budget $8,850 • Contribution Margin $6,949 • CM% 23% Drivers • Taste drives a high conversion of Trial to Purchase • Strong Listings in Food Channels • Exceptional brand health scores among Early Adopters. Highly Beloved Brand among niche. Inhibitors • Low familiar yet to turn our sales into loyalty • Awareness held back due to weak Advertising • Low distribution at specialty stores. Poor coverage. • Low Purchase Frequency even among most loyal. Threats • Launch of Mainstream cookie brands (Pepperidge Farms and Nabisco). • De-listing 2 weakest skus weaken in-store presence • Legal Challenge to tastes claims Opportunities • R&D has 5 new flavors in development. • Sales Broker create gains at Specialty Stores • Explore social media to convert loyal following. Key Issues 1. What’s the priority choice for growth: find new users or drive usage frequency among loyalists? 2. Where should the investment/resources focus and deployment be to drive our awareness and share needs for Gray’s? 3. How will we defend Gray’s against the proposed Q1 2014 ‘healthy cookie’ launches from Pepperidge Farms and Nabisco? Strategies 1. Continue to attract new users to Gray’s 2. Focus investment on driving awareness and trial with new consumers and building a presence at retail. 3. Build defense plan against new entrants that defends with consumers and at store level. Goals • Increase penetration from 10% to 12%, specifically up from 15% to 20% with the core target. Monitor usage frequency among the most loyal to ensure it stays steady. • Increase awareness from 33% to 42%, specifically up from 45% to 50% within the core target. Drive trial from 15% to 20%. Focus for sales is to close distribution gaps going from 62% to 72%. • Hold dollar share during competitive launches and continue to grow 11% post launch gaining up to 1.2% share. Target zero losses at shelf. Advertising • Use awareness to drive trial of the new Grays. Target “Proactive Preventers”. Suburban working women, 35-40.Main Message of “great tasting cookie without the guilt, so you can stay in control of your health”. Media includes 15 second TV, specialty health magazines, event signage, digital and social media Sampling • Drive trial with In-store sampling at grocery, Costco, health food stores and event sampling at fitness, yoga, women’s networking, new moms. Distribution • Support Q4 retail blitz with message focused on holding shelf space during the competitive launches. Q2 specialty blitz to grow distribution at key specialty stores. Innovation • Launch two new flavours in Q4/15 & Q4/16. Explore new diet claims, motivating and own- able. Competitive Defense Plan • Pre Launch sales blitz to shore up all distribution gaps. At launch, heavy merchandising, locking up key ad dates, BOGO. TV, print, coupons, in-store sampling. • Use sales story that any new “healthy” cookies should displace under-performing and declining unhealthy cookies. Brand Vision: To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2020. Forecast Analysis Brand Vision Strategies Execution Key Issues Goals 1 5 4 3 2 6 5
  45. 45. We make brands stronger. We make brand leaders smarter. We make brands stronger. We make brand leaders smarter. Promise Brand Story Innovation Purchase Moment Experience Big Idea Brand Positioning Advertising and Communication Product Development Selling and Retail Operations and Culture Consumer The Brand Innovation drives ideas, concepts, testing, launches through system.Build culture to support consumer experience creating a brand credo with purpose, values, service behaviors. 2 4 3 1 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 5 Influence purchase moment through channels, e-commerce, selling and merchandising 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 Align execution to focus on moving consumers through stages of the buying system Consumers connect with Big Idea through 5 supporting touch-points Consider Satisfied Buy Search Fan Loyal Repeat Aware 6 We coach on Marketing execution, helping to tighten the bond with your consumers and drive brand growth Marketing Execution
  46. 46. We make brands stronger. We make brand leaders smarter. We will build a Brand Management Training Program, to unleash the full potential of your Marketing team. Training Program Strategic Thinking Brand Positioning Brand Plans Creative Briefs Brand Analytics and the Business Review Marketing Execution Creating a Beloved Brand Consumer Centricity Managing your Marketing Career 1 2 6 4 5 3 7 8 9 Menu of training programs
  47. 47. Investing in your people pays off with smarter strategies, amazing execution and stronger brand results We will unleash the full potential of your people so you will see a direct impact on your brand’s growth trajectory. We will train your team on the fundamentals of brand management • Address gap on brand analytics and strategic thinking, to ensure you end up with smarter Brand Plans and Creative Briefs. • Improve judgment and decision-making to ensure your Marketing execution pays back. • We can see first hand the impact that training has on your team’s skills, motivations and behaviors. • Our workshop style training provides an immediate impact on their day-to-day jobs.
  48. 48. We make brands stronger. We make brand leaders smarter. 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. In his career, he has won numerous Advertising and Innovation awards. Graham played a major role in helping Pfizer win Marketing Magazine’s “Marketer of the Year” award. Graham started Beloved Brands believing he could make brands stronger and brand leaders smarter. Graham will challenge you and your team to think differently and strategically. He leads workshops that will help define your Brand Positioning Statement, create a Big Idea for your brand, and write Brand Plans to motivate and focus everyone that works on the brand. He will build Brand Management training programs that will help unleash the full potential of your team, so your team can produce exceptionally smart work that drives stronger brand results. The Beloved Brands robust client roster has included the NFL Players Association, Reebok. Acura, Shell, Jack Link’s, 3M, Melitta, Capital One and Pfizer. Graham Robertson at Beloved Brands One of the voices of today’s Brand Leaders.
  49. 49. We make brands stronger. We make brand leaders smarter. Graham Robertson at Beloved Brands Significant career experience in Brand Management Education • MBA, Ivey School of Business, Western University, 1994 • Bachelor of Commerce, Carleton University, 1989 Work History • President, 2009- Present • VP Marketing, 2005-08 • Group Brand Director, 1999-2005 • Senior Brand Manager, 1997-99 • Associate Brand Manager, 1994-96 • Coca-Cola, Summer Marketing Intern, 1993 • Marketing Training Program, 1989-92
  50. 50. We make brands stronger. We make brand leaders smarter. Do you want to get smarter about Marketing? Visit beloved-brands.com Over 5 million views from Marketers getting smarter
  51. 51. We make brands stronger. We make brand leaders smarter. We would love the opportunity to help you unleash the full potential of your brand and the full potential of your team of brand leaders. Graham Robertson • 416 885 3911 • graham@beloved-brands.com

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