We make brands stronger. We make brand leaders smarter.

Beloved BrandsWho are we?

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&a&microsite.&&&12.((Mandatories(The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole&Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the&12&week&study.&&&

COMMUNICATIONS BRIEF focuses CREATIVE and MEDIA on building a brand story that establishes a unique

own-able positioning and moves consumer to think, feel and act.

We will help focus your MARKETING EXECUTION to create a bond with consumers that will drive growth for your brand.

Influence PURCHASE MOMENT with channels,

merchandising and e-commerce

At Beloved Brands, we promise to make your brand stronger and your

brand leaders smarter.

We believe big ideas, focus and passion matter, because the more loved a brand is by consumers, the more powerful and profitable that

brand will be.

We will challenge you to think different, because the thinking that got here may not get you to the next level.

Our 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