Boot Camp for Brand Leaders

We make brands better.
We make brand leaders better.
Better people make better
work and drive better
results.

3-Day Boot Camp
Brand Plans
1. Strategic Thinking
2. Analytics
3. Brand Planning
Advertising
1. Positioning
2. Creative Briefs
3. Advertising Decisions
Option A Option B

• How to THINK
STRATEGICALLY, helping to
make focused choices on the
pathway to your vision
• Role of BRAND STRATEGY in
creating a bond, power and
profit, beyond what the product
itself could achieve.
• The THREE TYPES OF
STRATEGY including
consumer, competitive and
situational strategy
• 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.
• GOOD ANALYTICS
PRINCIPLES. Tell stories with
data to Gain more support for
your analysis.
• Assess HEALTH & WEALTH
via category, consumer,
channels, brand, competitors
• Analysis turns fact into INSIGHT
and data breaks sets up
STRATEGIC CHOICES
• Turn analytical thinking into
PROJECTIONS Extrapolating
data into the future.
• How to write ANALYTICAL
STORIES for management.
Workshop 1:
Strategic Thinking
Workshop 3:
Brand Plans
Workshop 2:
Analytical Thinking
Brand Plans
Boot Camp

Everyone in marketing thinks they are strategic. Yet
no one every explains what strategic means and very
few every teach how you can change your thinking.
At Beloved Brands, strategic thinking is the foundation
from which we build on, helping Brand Leaders create a
vision, leveraging an opportunity and using focus, early
wins, leverage and gateways to gain bigger results.
• Brand Leaders are taught how to think strategically to
make focused choices on the pathway to your vision,
learning the value of great questions before answers.
• We look at the role of brand strategy in creating a
bond, power and profit.
• We teach the 4 types of strategy: consumer,
competitive, situational and purpose-driven 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 Strategically
Turning focus into bigger gains for your business
Strategic Thinking
Early Win
Leverage
Gateway
Vision
Focus
Opportunity
Brand Plans Boot CampDay One

Before you dive into strategy, you have to dive into the
brand’s performance metrics and look at every part of
the business—category, consumers, competitors,
channels and brand.
• At Beloved Brands, we show how to turn data into
strategic stories, that help brand leaders express
opinions backed by fact.
• We start with good analytical principles and show how to
assess category, consumer, channels, brand,
competitors to tell health & wealth of Brand
• We use the analysis to turn fact into insight and data
breaks sets up strategic choices.
• We show you how to turn analytical thinking into
projections extrapolating data into the future, starts with
what you are see in the current.
• We then summarize how to write analytical stories for
management, with a hands-on workshops to develop a
Business Review presentation using your own brands.
How to do Brand Analytics
Turning data into analytical story telling
Driver #1: Taste drives a high conversion of Trial to Purchase
(65% vs. norm of 50%).
19
• In a blind taste test, Gray’s
performed equal to the consumer’s
regular cookie. When Consumers
found out it was a low fat, low calorie
op on, they said they would make it
their regular cookie.
• In the market, Gray’s has a very high
conversion to purchase bea ng the
norm (65% to 50%) and considerably
higher than the other two ‘healthy’
cookies (Dad’s and Sarah’s)
• Gray’s taste helps drive a high repeat
%, bea ng norm 40% to 25%.
19
Conversion % to Purchase
Repeat %
0 20 40 60 80
Gray's
Norm
Dad's
Sarah's
65
50
38
33
0 10 20 30 40
Gray's
Norm
Dad's
Sarah's
40
25
22
33
Con nue to look to opportuni es to drive trial,
because of the high conversion to purchase.
Brand Assessment
Key Issues
Brand Plans Boot CampDay Two

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 use a hands-on workshop to put the Brand Plan into a
presentation for management and a very tight one page
Brand Plan summary document for all to follow.
How to write a Brand Plan
Creating a brand plan that everyone can follow
Promise:
We make it so easy
to use electronics,
that you will feel
smarter and at the
leading edge of
technology
Experience:
Apple starts with the
consumer experience
& works back to the
technology,
elimina ng
frustra ons.
Story:
Technology shouldn’t
be in mida ng or
frustra ng. We make
it simple enough so
you can be engaged
right away.
Freshness:
Surprising technology
that changes the
world. Every product
is stylish, simple, easy
to use & leap frogged
compe tors.
Strategy:
Technology with
stylish designs made
simple & consumer
friendly stretching
across a broad array of
electronics products.
Purpose: At Apple, we want to make a dent in the universe by challenging the status quo and
thinking differently. We believe equally in art and technology.
Brand Vision: Apple wants everyone in the world to be part of the future.
Brand Strategy Road Map for the Future
Values: Consumer first, simplicity and ease-of-use, stylish designs, fast-to-market, community.
Goals: Con nue 10% sales growth, double market share in Asia, launch 5 new technologies per year.
Strategies: Regain Lead in
Smart Phone
Technology
Geographic
focus into
China
Build around
Cloud
technology
High service to
ghten Apple
community
Tac cs:
• Size op ons
• Win on design
• Launch watch
• Specific products
• Brand Building
• New retail space
• Launch into TVs
• Integrate retail
purchasing
• Take services online
• Increase courses
• New retail spaces
The Big Idea: Apple makes technology so SIMPLE that everyone can be part of the future
© Beloved Brands Inc.
Strategic Road Map
1 Year Brand Plan
Brand Plans Boot CampDay
Three

1. Who is in the consumer
TARGET? (Who is the most
motivated to buy what you do?)
2. What is the BENEFIT we are
selling? (What is your main
benefit?)
3. Why should they BELIEVE
us? (Support points to back up
what you say)
4. What’s the BIG IDEA and long
range feeling the brand evokes
(What is the Big Idea for the
brand?)
• The ROLE OF ADVERTISING
in changing consumer behavior
to drive drive the brand’s bond,
power and profit.
• Before the brief, do your
homework with an
ADVERTISING STRATEGY
that combines positioning and
brand plan.
• How to turn the Advertising
Strategy into a CREATIVE
BRIEF that produces great
communications of the brand
story
Workshop 1:
Positioning
Workshop 3:
Advertising Decisions
Workshop 2:
Creative Briefs
Advertising
Boot Camp
• Making ADVERTISING
DECISIONS so you can choose
great ads and reject bad ads
• How to provide COPY
DIRECTION that inspires and
challenges to get great
Advertising
• How to leverage MEDIA
INVESTMENT to help build your
Brand
• How to build STRATEGIC
MEDIA DECISIONS your
Planning process, using
traditional and on-line media

The brand positioning statement sets up the brand’s
promise to the consumer, impacting both external
communication (advertising, PR or in-store) as well as
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 insights to bring their story to life.
• We show you the difference between features and
benefits, looking at rational benefits (what do I get?) and
emotional benefits (how does it make me feel?)
• We will show how to turn positioning into a brand concept
that can be ready for research testing.
• Our hands-on workshop helps you write your brand’s
positioning statement with live coaching.
How to write Positioning Statements
The promise the brand makes to the consumer
Positioning Statement
Brand Concept
Advertising Boot CampDay One

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 positioning (from the Brand
Positioning Statement) and distill it down into a very succinct 1-page
Creative Brief.
• We start with the role of advertising in changing consumer
behavior to drive drive the brand’s bond, power and profit.
• Before the brief, we show you how to do your homework with an
advertising strategy that combines positioning and brand plan.
• WE then turn the Advertising Strategy into a creative brief to
produce great communications of the brand story
• 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 Briefs
Translating the strategy for agencies
Beloved Brands Inc.
55 Bridewell Cres., Richmond Hill, ON Canada L4C 9C3 T: 416-885-3911 E: graham.robertson@beloved-brands.com
CREATIVE BRIEF FOR GRAY’S COOKIES
1. Why Are We Advertising
· Drive awareness and consideration of the new Grays Cookies as “The Healthy Choice to Snacking” brand
positioning.
2. What’s the Consumer Problem We are Addressing
· Cookies are my enemy. I’m always watching what I eat. And then BAM, I see a cookie and I’m done. As
much as I look after myself, I still like to sneak a cookie now and then.
3. Who are you talking to?
· “Proactive Preventers”. They do whatever it takes to stay healthy, they run, workout and eat right.
Women, 25-45 with bulls-eye target of 35-40. For many, Food can be a bit of a stress-reliever and escape
even for people who watch what they eat.
4. Consumer Insights
· “I have tremendous will-power. 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”
· “I read labels of everything I eat. I stick 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.”
· “I shop at Whole Foods and love to explore the new items. The last few years, there have been some
tremendous advances in making great tasting options—in a healthy package.”
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? (Stimulus: benefit)
· Grays Cookies are the best tasting yet guilt-free pleasure so you can stay in control of your health. You have
to try it to believe it.
8. Why should they believe us?
· 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.
· Grays uses all natural ingredients.
9. Tone and Manner
· Successful. Motivated. Reliable. In Control. Natural.
10. Media Options
· Main creative will be in specialty health magazines, event OOH signage and in-store. Want to carry the
idea into digital, social media and a microsite.
11. Mandatories
· The line: “best tasting yet guilt-free pleasure” must be included in the spot.
· 25% of Print must carry the Whole Foods logo as part of our listing agreement.
· Legal disclaimer on the taste test and the 12-week study.
Creative Brief
Mapping 5 Connectors
Advertising Boot CampDay Two

Brand Leaders rely so much on agencies to execute. They
need to know to judge the work effectively to ensure they are
making the best decisions on how to tell the story of the brand
and express 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 making decisions and providing effective
feedback.
• We talk about the crucial role of the brand leader in getting
amazing Advertising
• We teach how to make advertising decisions so you can choose
great ads and reject bad ads looking at tools such as Attention
(A), Branding (B), Communication (C) and Stickiness (S)
• We show how to provide copy direction that inspires and
challenges the agency to get great Advertising
• We’ll also talk about how to be a better client so you can
motivate and inspire your agency.
How to make advertising decisions
Evaluating, deciding and giving direction to agencies
Advertising Decisions
Running Ad Process
Advertising Boot CampDay
Three

“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

We work the way that best meets your needs
Team Building Off sites
Boardroom
via Skype Large Group
Small Group
Brand Leader Training

Graham is one of the voices of the modern brand leader. He started Beloved
Brands, knowing he could make brands better and brand leaders better. Graham
believes passion matters in marketing, because the more loved a brand is by
consumers, the more powerful and profitable that brand will be.
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
through the ranks up to VP Marketing. Graham played a major role in helping
Pfizer win Marketing Magazine’s Marketer of the Year award. He has an
MBA from the Ivey Business School, ranked the #1 International
business school by Business Week.
As a Brand Coach, he can help you create a winning positioning
statement for your brand, write a brand plan everyone can follow,
find advertising that drives growth and train your team of brand
leaders to reach their full potential. The client list for Beloved
Brands includes the NFL Players Association, Reebok, Pfizer
Capital One, 3M, Sun Products and Earls.
Graham’s weekly blog (beloved-brands.com) has a vast following
with over 3 million views, and his public speaking appearances
inspire brand leaders to love what they do.
Graham Robertson • Beloved Brands

We would love the
opportunity to help
you become a better
brand leader.
Graham Robertson • Beloved Brands • 416 885 3911 • graham@beloved-brands.com

Boot Camp for Brand Leaders

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