What Makes a Brand Beloved?

The more loved the brand, the more powerful and profitable the brand.

Beloved = Love + Power + Profit

What is a Brand?

Logo

Product

Name

Design

Slogan Service

Experience

Person

Colour

Company Name

Reputation

Patent

Formulation

Logo

Story Trademark

Incorporated

Tag Line

Advertisement

Logo

Symbol

IngredientsPromise

Copyrights

Sku

Look

Name

Store

packaging

4

We are connected to Brands in ways that we can’t easily explain.

With most brands, our connections to brands are half rational and half emotional.

What is a Brand?

A brand is a unique idea, perceived in the minds and heartsof the consumer, consistently delivered by the experience,

creating a bond, power and profit, beyond what the product itself could achieve

5

Elements of what makes a good brand

Unique Idea Consumer focused Consistently backed up Creates a Bond and Power Goes above and beyond product

6

Identity

Promise

ExperienceAn Idea

Product or Service

Selling

The Evolution of a Beloved Brand

Consumer’sFunctional Problem

Consumer’sEmotional

Needs

Execution

As Brands become more loved, they become an

idea that fulfills consumers’ emotional

needs

Brands start out as a product that solves a rational problem in the consumers’ life.

7

A Beloved Brand is an idea that’s worth Loving

As a brand generates more love, it gains a positional power versus market forces. It can leverage that power to drive

higher rates of growth and higher profits.

© Beloved Brands Inc.

The brand’s promise and delivery of that promise are a source of power for connecting with consumers.

This makes your brand Powerful and Profitable

This makes your brand Unique and Interesting

9

Most marketers will tell you that branding is just

about positioning and communication.

We think positioning is a means to driving growth

and making money.

Our view on Brands: Love = Power + Growth + Profit

The more love you create for your brand means more power and profit

The Brand Love Curve


Consumers move along The Brand Love Curve, going to from

Indifferent to Like It to Love It and finally to Beloved Brand for Life. At each stage the connection gets stronger.

12

LOVE IT

INDIFFERENT

BELOVED BRAND FOR LIFE

LIKE ITNo Opinion

Not Aware. Confused. Not Interested. Stick to

Current Brand.

Satisfies Need Thought About it. Tried it. Practical. Makes Sense.

Crave It Great Experience. A Favourite. Emotional Choice. Lifestyle Fit.

Self Expressive Outspoken Fan. Would

never switch. Memories. Built into Life.

Understanding where your brand is on the Love Curve, helps choose strategies to push the brand to be More Loved.

Consumers move along the “Brand Love Curve”


At the Beloved stage, demand becomes desire, needs become cravings, thinking is replaced with feelings.

LoyalUn-relenting

PersonalPossessiveOutspokenEmotional

BelovedConsider

UseFunctional

Enjoy ItRationalRandom

Like ItIt will do Unaware

UnfamiliarOpen MindOther BrandBasic Needs

Indifferent


14

Apple

Every Brand sits at different Places on the Brand Love Curve.

LOVEIT

INDIFFERENT

BELOVED BRAND

FOR LIFE

LIKE ITGE

Canon

Burger King

Ford

Toyota

Lulu Lemon Dove

Tim Horton’s

StarbucksCoke

Nike

Dell

Colgate

CNN

Wal-MartSubway Bose

Ferrari

HP Printers

NestleWater

Reach Toothbrush

BMWGoogle

Apple

Canned Fruit

Utilities

MobilGas

StaplesWendy’s

ESPN

NFL

Tide

Facebook

Chrysler

NBC

Trident

Gap Clothing

HarleyDavidson

Disney

CheesecakeFactory

SamsungGillette

Honda

Where does your brand sit? © Beloved Brands Inc.

McDonalds

How can you Generate more Love for your Brand

The Brand

The Consumer

How well does the brand benefit connect to the

consumer

How well does the brand experience

live up to and consistently deliver

the promise?How well does the brand

communicate their differences and

move consumers

How well does the brand stay fresh

and on top of trends with

consumers?

Promise Experience

Story

Freshness

Positioning

InnovationCulture &

Operations

Communication

What focused choices does the brand make to

drive growth and profits?

Strategy

Brand Plan

T h e r e a r e 5 S o u r c e s o f C o n n e c t i v i t y

What’s the Idea Behind Your Brand?


15

The Brand

The Consumer

Using Special K products for two meals a day for just two weeks,

we promise that you’ll lose 6

pounds or one jean size.

Build stories and a community on line to help encourage other women to be

successful in meeting their own goals. Time of year

opportunities.

Leverage the 2 Week Challenge as a game changing way to Empower women to take

control and maintain their

healthy weight.

Broad line up focused on helping to maintain weight.

New flavors of cereal, cereal bars,

shakes, water, breakfast sandwich

and now chips.

Promise Experience

Story Freshness

PositioningInnovation

Culture &Operations

Communication

Shift focus to women and weight loss.

Leverage “challenge” to drive share through usage frequency. Be

empowering but direct. Build a line up around the idea, not restricted

to just cereal.

Strategy

Brand Plan

Empowering Women to take control and maintain their healthy weight


The Brand Idea

Brands can turn the Love it generates into Sources of Power

Harder to break through loyal users

New Entrants

Can’t duplicate emotional appeal

Competitors

People switch stores before brands.

ChannelsThink Less, Feel More.

Outspoken Defenders

Consumers

Brand and Culture are one. Advocates want to work there.

Fully Engaged on Day 1.

Employees

Willing to give a little to be part of brand.

Suppliers

Advocates follow & share. Spread news.

Social Media

Better slots, Lower rates, more integrations

Paid Media

Being a famous brand beats paid SEO.

Search Media

More likely to actively recommend

Key Influencers

Popularity: A line up attracts a line.

Conversations

A Beloved Brand wield its power up 13 forces

of Brand Power.

17

Brand is newsworthy. New Products are

lead story.

Earned Media


C U L T U R E

O F

Website can engage inform, design and sell.

Home Media

T Y P E S M E D I A

F I V E

C ON S U M E R A D V O C A T E

P O R T E R ‘ SF I V EF O

R C E S

K E Y

I N F L U

E N C E R S

How the Beloved Brand turns Power into Wealth.

Premium and Inelastic: Loyal consumers, weakened channels pay premiums, and trading up where offered. More engaged employees deliver better experience—even more premiums.

Efficient and Powerful: Economies of scale. Suppliers cut costs due to volume & wanting brand in portfolio. Efficient media spend, free media through search, earned and social. Gov’t willingly subsidize. Partners give favorable terms.

Momentum and Tipping Point: Crowds draw crowds. Power of media (search + social + earned) keeps brand in the conversation with heavy influence. Competitors can’t respond to the momentum.

Loyalists Will Follow Wherever: Loyal users will follow where brand goes, and doors will open to new ventures. The idea of brand no longer tied to product, but to how brand makes you feel.

Pricing

Trading Up/Down

Product Costs

Marketing Costs

Stealing Other Users

Get Users to Use More

New Category

New Uses

Price

Cost

MarketShare

MarketSize

There are really only 8 ways a Brand Leader can influence the P&L. Which one can you influence the most to drive Profits for your Brand?

1

2

3

4

5

6

7

8

HigherMargin %

Lower COGs &

Expenses

ShareGains

New Markets

Brand Profit = (Price – Cost ) x (Market Share x Market Size)


5 Connectors of Brand Love

• Promise• Strategy• Story• Freshness• Experience

13 Sources of Brand Power

• Consumers• Channels• Competitors• New Entries• Suppliers• Employees• Media x 5• Key Influencers• Conversations

8 Ways a Brand Can Drive Growth & Profits

• Premium Pricing• Trading Up• Cost of Goods• Marketing Spend• Steal Other Users• Get Users to Use More• New Category• New Uses

How to Run Your Brand

GrowthPowerBeloved Profit

The more love you can generate for your brand, the more valuable your brand will be.


A Beloved Brand uses the loveconsumers have for the brand to replicate

the power of a Monopoly.

And from that power, it drives stronger growth and higher profits.

Apple Case Study

How Apple has turned the Love for the Brand into power and profits.

“You’ve got to start with the customer experience and work backwards to the

technology. You can't start with the technology and then try to figure out

Where you're going to sell it"

Steve p. Jobs

The Brand

The Consumer

We make it easier to use electronics,

so that you will feel smarter and at the

leading edge of technology, no

matter who you are.

Apple starts with consumer experience & works back to the technology, helping create experiences

that surpass the promise. Apple thinks of everything before

consumers need.

Technology doesn’t have to be intimidating

or frustrating. At Apple, we believe you

should be engaged right away, be able to

do more and get more, no matter which Apple

product you are using.

Ten years of surprising technology advancements that changed the world: iPod, iTunes, Macs, Air Books, iPhone & iPad.

Every product was stylish, simple, easy to use & leap

frogged competitors.

Promise ExperienceStory Freshness

PositioningInnovation

Culture and Operations

Communication

Technology made simple and consumer

friendly across a broad array of electronics products. Products have simple stylish

designs, user friendly functionality,

convenience and speed.

Strategy

Brand Plan

Apple takes Complexity and makes it so Simple that everyone can be part of the future.


24

The Brand Idea

How they Generate more Love for the Apple Brand

25

Apple’s Brand Idea:Complexity Made Simple

Apple’s Brand Promise:We take the technology out of

technology.

That’s because we make it easier to love technology, so that you can experience the

future no matter who you are.

FRESHNESS STRATEGYTechnology made simple




technology.



TELLING THE STORYof the Brand’s Promise

26




technology.



Creating and Sharing the APPLE EXPERIENCE

27

How the Beloved Brand turns Power into Wealth.

Premium and Inelastic: Loyal Apple consumers pay 20-30% higher price for iMacs, iPads and iPhones. Apple uses innovation to stay in the premium price position. Apple keeps entry level price points high and loyal users are still wiling to trade up.

Efficient and Powerful: Low cost production in China—even low cost Engineers. Apple uses their power to drive down costs, days inventory which positively impact operating margins. Apple store delivers high sales/square foot. Apple.com extremely successful and efficient. High earned media through news/social media.

Momentum and Tipping Point: Every business line is gaining share and in growth mode—computers, laptops, smart phones and tablets. IPod units are down, but iTunes are still increasing. Apple has a growing broad base of consumers—demographics, geography, occupations, interests.

Loyalists Will Follow Wherever: Because loyal Apple consumers buy into the Idea of they brand, they have followed the brand into every new category. They also follow each new upgrade from consumers using previous generation products.

Pricing

Trading Up/Down

Product Costs

Marketing Costs

Stealing Other Users

Get Users to Use More

New Category

New Uses

Price

Cost

MarketShare

MarketSize

During the last 10 years, Apple has used all 8 lines on their P&L to drive tremdous profits, cash flow and brand value.

Increases and the Highest Margin %

in Category

Lower COGs, free stuff & efficient

expenses.

Share Gains in all categories

Entered Phones, Music, Cameras, Videos, Retail,

Tablets.

Brand Profit = (Price – Cost ) x (Market Share x Market Size)

Apple has been able to turn Love into Power and then into Profits and a remarkable increase in Brand Value

2008 2009 2010 2011 20120

100

200

300

400

500

600 Apple Market Capitalization

• In the past 5 years, Apple’s Market Capitalization has gone up from $75 Billion up to $570 Billion. Apple is now the most valued Brand in the world

Most Valued BrandsBrand Finance

$ Value1. Apple

73B2. Google 48B3. Microsoft 46B4. IBM

39B5. Amazon 27B

29

Beloved = Power = Growth = Profit

The Pathway to being Beloved

Are you starting with the consumer first?

The consumer doesn’t care what you do, until you care about what they need.

Everything starts and ends with the consumer in mind.

Main Target

Secondary Target

Not Our Target

32

Every Potential Customer

While it’s tempting to sell to everyone. Focus your resources

on those most likely to buy.

Realizing not everyone can like you is the first step to focus on

those that can love you.

1Promise


You have to matter the mostto those who really care.

A Customer Value Proposition forces a focus on benefits, a balance of rational and emotional benefits.

Emotional Benefit

Product Features

Rational Benefits

Consumer Needs & Insight

Step 3: Match the insights to your features and form Rational Benefits: • Matching the features up against the

need states, in the consumer’s voice answering “so, what do I get?”.

Step 1: layer in the Consumer Insights• Key life or category

insights that frame the need states of the target

Step 2: Map out your top Product Features:• Product focused

strengths, claims, points of difference or unique offerings.

Step 4: Emotional Benefits: • Dialing up the rational benefit by

tapping into “so how does that make me feel?”

Most brand purchases are a 50/50 split to rational and emotional, yet brands still get stuck talking features only.

Step 4

Step 2

Step 3

Step 1

34

1Promise


Here’s an emotional zone cheat sheet can help you map the emotional needs into your benefits

Welcoming

Friendly

Happy

Nurtured

Compassion

Comfort

Family Oriented

Honest

Relaxed

Interested

Excited

Alive

Motivated

Inspired

SpecialTrust

Safe

Respect

Trendy

Playful

Popular

Accepted

Wisdom

Smarter

I Seek Out Knowledge I want to be

in controlI Feel Optimistic

I want to Feel free

I want to be noticed I want to

feel Liked

I’d like to be comfortable

I feel I can be myself

CompetentReliable

Interesting

Down toearth

Successful

Likeable

Easy GoingCool

Using Hotspex Research Methodology, Consumers have different eight different need states they need to satisfy with the variety of brands in their lives. Match up your consumer insights to one specific area

in how they might feel when using your brand. Leverage those words into your benefits

© Hotspex Inc

1Promise

Are you competing in places where you can truly be better or different?

Beloved Brands are either better, different or cheaper.Or not around for much longer.

You have to be Different to Survive.

“Me Too” brands may survive in the short term,

but die in the longer term.

37

• Keep pushing yourself until you can find something in the winning zone. Get yourself out of the features mindset and explore emotional benefits.

• If in the risky space, you have to innovate or find ways to bring it to market in a different way.

Challenge Yourself: this is a very difficult exercise.

1Promise


Where you stand on the Brand Love Curve Impacts the Brand Strategy options.

Establish in the Mind: Awareness & Consideration

Tug at the Heart:Tighten Connection

Separate Yourself: Drive rational & emotional benefits to close the sale

Continue the Magic: Maintain the Love

Where your brand stands on the Brand Love Curve frames the strategic options you should pursue.

2Strategy


The Brand Love Curve Sets up your Strategic Choices

Separate Yourself on Benefits: Close the sale

Establish in the Mind: Awareness & Consideration

Tugs at the Heart: To tighten the Connection

• Mind Shift: drive a new position or re-enforce current equity• Mind Share: get more attention than competitors• New News: launching something new. • Turnaround: focused energy on opportunities, leaks

• Drive Acquisition: new consumers to try. • Drive Penetration: get consumers to use more or differently• Consolidation: get consumers to do everything with brand. • Cross Sell: getting current customers to try other brands

• Experience: shift focus from product to experience• Maintain: re-enforce our Brand equities. • Deeper: consolidation or broader usage of Brand.• New Reasons to Love: target our most loyal users first

LOVE IT

INDIFFERENT

LIKE IT

Continue the Magic: Maintain the LoveBELOVED

• Magic: Continue surprising and delighting your core followers.• Create Feedback Loop: use social media to tighten connection• Leverage Power: drive value from the source of power.• Attack yourself: continue to improve

If your brand is… Then here are the potential strategies

2Strategy

Are you focused enough?

If you had only 3 strategies and 3 tactics per strategy, you’d be able do an

amazing job on all 9 things.

Beloved Brands have to focus. Prioritization should focus on Return on Investment and Effort (ROI and ROE)

42

2Strategy

By mapping Big vs. Small and

Easy vs. Difficult allows you to

focus your brands efforts and resources

It’s great to know why you’re getting customers. But equally, you should understand why you’re losing them.

Once you know how your funnel works, you can also analyze what’s happening at each stage to close any leaks.

2Strategy

Media Plans start with understanding where the customer is, not where the media is.

The Brand Love Curve helps focus where and how the Brand Story gets told.

46

Announcement Style to drive popularity to establish the brand

beyond the product.

Search and Seek, for those looking for information or expertise to help

guide them.

Point of Sale, to help separate your brand, re-enforce points of

difference and close the sale.Wear the badge of Experience, getting those that love to share their experiences and influence others.

Influence, leverage brand advocates to spread awareness

Listening Forum, enables consumers to establish their voice

with the brand.

Surprise & DelightKeep the passion

alive with new ways to love.

Exclusivity Club: reward your most loyal

3Story

Communication

Are you Selling the Solution, or Just Your Products?

"People don't want to buy a quarter-inch drill. They want a

quarter-inch hole!"

48

Beloved Brands help consumers counter a problem in their life. Who is the Enemy of your consumer?

What’s the Consumer problem we are Addressing?

Be a little bit creative in how you frame the enemy, but it helps the creativity know what they are using the brand to solve.

BrandEnemyStarbucksHectic LifeNike

LosingAppleFrustrationListerineLosing your teethClaritin AllergyStuck insideSpecial KJeans too tight

Picking the enemy gives your brand focus and connects with your consumer.

3Story

Who is your consumer’s enemy?And what are you doing to battle them

on behalf of your consumer?

LOVE IT

INDIFFERENT

LIKE IT

Product Focus: Either one core product or line extensions, now would be the time to use innovation to help explain purpose, idea or concept as well as a real point of difference versus current offerings to break through and solve an unmet need.

Separate Yourself: Use innovation to stay ahead or address gaps or flaws in the category. Use claims or build support points to separate yourself on quality, performance, experience or value. Focus on being better.

Create Experiences: Use innovation to become part of the consumer’s life, connecting emotionally and into their current life rituals. Explore peripheral products around routines. Keep investing to stay ahead of challengers.

BELOVED Broaden Offering: Extend brand beyond core product. Use innovation to surprise and delight and support the love. Use innovation to attack current offering, but be aware your consumer might not want change.

How the Brand Love Curve Matches up to Innovation and Product Development

50

4Freshness


To break through the clutter, with new products, you have to be uniquely creative.

Good And

Different

Different But

Not Good

Good But Not

Different

Not DifferentAnd

Not Good

UniqueIndifferent

NotGood

Good

You want to show up Different• Measuring “made the brand

seem different” helps separate yourself from the competition.

• Going for the trusted yet same is likely to fall flat—leaving consumers thinking the brand is just the same as everyone else.

4Freshness

51

The Brand’s DNA should be the driver of everything and connect everything in the business back to the brand.

52

Beloved Brands have a clear articulation of their Brand DNA and

use the DNA to drive every part of the organization—most importantly

driving planning, communication, culture and product roadmap

*First Exposed to DNA Tool at Level5 Strategy


5Experience

Once you know your brand’s DNA, it should drive every aspect of the Brand’s Workflow.

Everything that touches the brand, should feed off the DNA of the brand.

Let it guide every decision


5Experience

INDIFFERENTFocus on Organizational Alignment to Brand DNA: Hold the culture up the lens of the brand

DNA and ensure the right team in place to deliver against the needs of the brand. Don‘t force culture too much, but use a purpose driving vision as a guiding principle.

LIKE IT Culture stands out on some unique dimension of Quality: Be more consumer

centric (customer first) Begin to push the culture to create a unique delivery of the product experience. Use Leaky bucket analysis to address weaknesses. Set up forums for innovation—

take risks on the best ideas.

The Brand DNA should be an internal beacon to the Culture

LOVE ITCulture is backbone to deliver the Ideal Experience: Use purpose driven vision, beliefs and values to challenge the team to create and deliver that experience. Begin using power of a loved brand to attract and retain the best.

BELOVEDCulture and Brand are One: The Brand becomes an internal beacon for culture—the brand’s people are the strongest most outspoken fans who

spread the brand’s virtues.

To move along the Brand Love Curve, aligning the culture to the brand becomes crucial

5Experience

54© Beloved Brands Inc.

Who Are We?

At Beloved Brands we focus our energy on doing two things right:

Brand Coaching: We promise to make Brands better by listening to the issues, providing advice that challenges you with new thinking, and a creating pathway to reaching your Brand’s full potential.

1

2 Brand Leader Training: We promise to make Brand Leaders better by teaching the fundamentals and challenging you to push yourself for greatness so that you can unleash your full potential

PositioningStatement

We coach Brand Leaders on creating a Brand Idea and Positioning that will help win in the market.

Ask us how we can help your brand unleash your

brand’s full potential.

Where We Can Help You

• Brand Positioning Statement• Brand Concepts for Testing• Creative Briefs ready for agency• Brand DNA and Big Idea

Vision & DNA

Creative Brief

BrandConcep

t

We coach Brand Leaders to build Strategic Plans everyone can follow, with winning execution

StrategicRoad Map

BrandAssessment

Where We Can Help You

• Deep Dive Brand Assessments• Brand Strategic Road Map• Brand Plans• Marketing Execution

Brand Plan

Marketing Execution

Ask us how we can help your brand unleash your

brand’s full potential.

Better people, means better work and that leads to better results.

Learning Workshop Options• Strategic Thinking• Brand Plans• Positioning Statements• Creative Briefs• Brand Analysis• Better Advertising• Media Plans• Marketing Operations• Managing your Marketing Career

The Brand Leadership CenterCustomized interactive Brand Leadership Workshops

Everyone in marketing thinks that they are strategic. We promote Brand Leaders because they are strategic and hold them back because they aren’t strategic enough.

Yet no one explains it and very few every teach it.

At Beloved Brands, strategic thinking is the foundation from which we build on, helping Brand Leaders see the value and power in focus, early wins, leverage and gateways. • Brand Leaders will learn the elements of strategic

thinking–focus, early win, leverage and gateway. • What is it that makes someone strategic and how to use

strategic thinking in the role of a Brand Leader?• Brand Leaders will look at strategy in three ways:

1. consumer/customer focused2. competitive view 3. visionary strategy.

• We will lead you through a hands-on workshops that lets you try out concepts on your own brands with hands-on coaching to help you improve.

How to think StrategicallyTurning focus into bigger gains for your business

Strategic Thinking

FocusEarly WinLeverageGateway

A good Brand Plan provides a road map for everyone in the organization to follow: Sales, R&D, agencies, senior leaders and even the Brand Leader who wrote the plan.

At Beloved Brands, we explain and show Brand Leaders how to write every part of their Brand Plans, whether it’s a long-range strategic brand roadmap or one year brand plan. • We take Brand Leaders through each element of the

Plan, explaining key terms such as vision, purpose, 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 show how to put the Brand Plan into a 10 page Power Point presentation or a very tight one page Brand Plan summary document for all to follow.

How to Write a Brand Plan Creating a Plan that everyone can follow

The Brand Positioning Statement sets up the Brand’s promise to the consumer. It impacts both external communication with advertising, PR or in-store and 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 key consumer insights.

• We will show you the difference between features as benefits and help build both rational benefits (what do I get?) and emotional benefits (how does it make me feel?)

• We will show how it fits into a brand concept statement that can be ready for research testing.

• The hands-on workshop can include writing of positioning statements, with live coaching.

Writing Brand Positioning Statements The promise the brand makes to the consumer

The brief helps focus the strategy so that 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 the Positioning (from the Brand Positioning Statement) and distill it down into a very succinct 1 page Creative Brief.• For those who combine the positioning with the creative

brief session, we build the customer value proposition with consumer target, insights, rational and emotional benefits.

• We’ll also take the strategies of the brand plan to help frame the communications objectives.

• For those brands in need of a brand essence, we’ll take help find the Brand’s DNA, using a unique tool.

• 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 BriefsTranslating the strategy for agencies

CreativeBrief

Brand Leaders rely so much on agencies to execute. They need to know to judge the work effectively to ensure they are telling the story of the brand and

expressing 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 providing effective feedback. • We teach an effective technique for judging advertising

work regardless of the medium. It’s the ABC’S of Advertising: how well does the advertising drive Attention (A), Branding (B), Communication (C) and Stickiness (S)

• We’ll also help map out the brand’s strategy against media options to show how that impacts your judgment.

• We go through effective techniques for giving feedback to agencies, with hands-on role playing and critiquing.

• We’ll also talk about how to be a better client so you can motivate and inspire your agency.

How to Judge AdvertisingEvaluating and giving direction to agencies

AgencyScript

At each stage of the career of the Brand Leader, there are certain expectations of skills, experiences and behaviors.

And at each stage, the Brand Leader must almost re-invent themselves while building on what they’ve learned.

At Beloved Brands, we have experience with each level of marketing and we have mapped out what it takes to be successful in each role so that Brand Leaders can accomplish what it is they need to in their current role, but keep an eye on future roles and what it takes to get there.• We can adjust the level of the audience, going anywhere

from Assistant Brand Manager up to VP or CMO. • For higher levels, it can provide guidance on how to coach

and manage their team members. • We provide overall values for success plus 5 core

expectations at each level.• We provide evaluation tools for Brand Leaders against 30

core skills and 12 essential leadership behaviors.

Managing Your Marketing CareerThroughout all the levels of marketing

“Graham makes Brand Leaders. His boot camp style instruction is

perfect for the development of anyone in brand management”

program participant

Our Brand Experience whether we’ve coached or managed

We bring our vast Brand Experience to your Table

Meet Graham Robertson, President of Beloved Brands

Graham is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. His Beloved Brands blog has 2 million views, and his public speaking appearances inspire Brand Leaders to love what they do.

The idea behind Beloved Brands is the more love you can generate with your consumers, the more power you have in the market which drives higher growth and profits for your brand. As a brand coach, Graham helps to find growth where others couldn’t, creating Brand ideas consumers love and Brand Plans everyone can follow.

For Brand Leaders wanting to reach their full potential The Brand Leadership Center offers workshops on strategic thinking, analytics, planning, positioning, creative briefs, judging advertising and media.

Graham spent 20 years leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award.

Love what you do. Live why you do it. ™

We will work the way that best meets your needs

Team Building Off sites

Boardroom

via Skype Large Group

Small Group

Brand Leader Training

How to contact Beloved Brands:

Graham RobertsonPresident and CMO

Phone: 416 885 3911Email: [email protected]

Twitter: @grayrobertson1

We make Brands better and we make Brand Leaders better™

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This presentation is solely for the use of students, client personnel or attendees of the presentation. No part of it may be circulated, quoted, or reproduced for distribution without prior written approval from Beloved Brands Inc. This material was developed by Beloved Brands Inc, for the sole purpose of an oral presentation; it is not a complete record of the discussion.

The Brand Love Curve is a Trademark owned by Beloved Brands Inc.


Business

What Makes a Brand Beloved?