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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.
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Brand Positioning • Brand Plans • Marketing Execution • Brand Team Training
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 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.1
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.
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We make brands stronger. We make brand leaders smarter.
BIG IDEA simplifies the brand message with an outward expression of the BRAND SOUL, which reflects the
purpose, values & motivations.
BigIdea
As consumers EXPERIENCE the brand, they either accept or
reject idea
Consumers who are continually satisfied become loyal and
develop a BOND with brand
We will help find a BIG IDEA for your brand that transforms your internal BRAND SOUL 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 SOUL
Soul Reputation= Consumers transform their BRAND LOVE into a REPUTATION they spread
=Big Idea
BrandSoul
Consumer
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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.
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We will help you write BRAND PLANS that will focus your resources and focus everyone in your organization.
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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&aµsite.&&&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 CredoOwn-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 MomentInnovationStory
Big Idea
Brand Consumer
Align execution to CONSUMER BUYING SYSTEM to focus on
moving consumers from awareness to purchase to
repeat and to loyalty.
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Develop INNOVATION PLAN with a stage-gate process that move ideas, concepts,
testing, launches through the system.
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.
We can customize training programs to the needs of your team with a strong menu of interactive brand leadership workshops
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
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“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
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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 Leaderssmarter 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.
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
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 stakeholders4 From the brand power comes 8 ways to drive
PROFIT through price, cost, share and market size
Promise Experience
Purchase MomentInnovationStory
Big Idea
Media
Consumers
Influencers
Channels
Competitors
Suppliers
New Entrants
Employees
Brand Consumer
PowerCostPrice
Market SizeShareHigher Margin %
Higher Volume
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