We help brands find new growth by building a brand your consumers will love. Our brand playbook methodology will challenge you to unlock future growth for your brand: 1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth. 2. We will find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth. 3. We create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf. 4. We build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth. 5. We advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth. 6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth. We help brands find growth. We make brand leaders smarter.

1. We help brands find new growth by
building a brand your consumers will love
beloved
brands
We use our unique brand strategy playbook methodology to help
solve your toughest brand building challenges.

2. beloved
brands
Strategic
Thinking
Brand Plans
Marketing
Execution
Brand Plan Brand
Positioning
What
consumers
want
What your
competitor
does best
What
your brand
does best
Winning
Analyze
performance
Our brand playbook methodology will challenge
you to unlock future growth for your brand

3. Our brand playbook methodology will challenge
you to unlock future growth for your brandbeloved
brands
1. Our deep-dive assessment process will give you the knowledge of the issues
facing your brand, so you can build a smart plan to unleash future growth.
2. We will find a winning brand positioning statement that motivates consumers
to buy, and gives you a competitive advantage to drive future growth.
3. We create a brand idea to capture the minds and hearts of consumers, while
inspiring and focusing your team to deliver greatness on the brand’s behalf.
4. We build a brand plan to help you make smart focused decisions, so you can
organize, steer, and inspire your team towards higher growth.
5. We advise on advertising, to find creative that drives branded breakthrough
and use a motivating messaging to set up long-term brand growth.
6. Our brand training program will make your brand leaders smarter, so you
have added confidence in their performance to drive brand growth.
We help brands find growth. We make brand leaders smarter.

4. Our deep-dive assessment process will give you the knowledge of the issues
facing your brand, so you can build a smart plan to unleash future growth.
Brand Funnel
Brand Tracking
Define consumer target, looking
at needs, buying habits, growth
trends and key insights.
2
5
1 3
4
To understand brand
performance use brand
funnel, tracking results,
pricing analysis, distribution
gaps and financial results.
Dissect closest competitors by looking
at performance, positioning, innovation,
pricing, distribution and reputation.
Summarize 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 fix
Opportunities Threats
Changing consumer
needs, technologies,
channels, and legal,
Competitor launch,
trade barriers,
customer preference.
6
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
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
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
Distribution Gaps
We m
We make br
The FSI is your fair share index. (share of activity divided by
your market share)
See if you under or over-developed against a certain activity.
Draw conclusions. Compare how you're doing in each channel
and versus other periods.
B
C
We ma
We make bra
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 stronger.
We make brand leaders smarter.
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 brand
We make brand leade
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
Growth Tracking
Look at channel
performance,
customer
strategies,
distribution gaps,
merchandising
performance.
Macro view of the market
looking at major economic,
consumer, technology, trends.
Our 360-degree assessment looks at the market, consumers, channels, competitors and the brand.
Customer Scorecards

5. We will find a winning brand positioning statement that motivates consumers
to buy, and gives you a competitive advantage to drive future growth.
Stay in
control
Feel
myself
Use our
Benefits
Ladder to
move from
features to
rational and
emotional
benefits
2
5
1 Use our cheat sheets to understand the
Functional and Emotional benefits
3Benefits Ladder
4
Consumer Target
Product features
Functional benefits
Emotional benefits
Works
better
Functional
Benefits
Simplify
Life
Make
Smarter
Make
Healthy
Saves
money
Helps
family
Sensory
Appeal
Connect Experience
Emotional
Benefits
Comfort
Optimism
Feel
free
Get
noticed
Feel
liked
Seek to
know
What
consumers
want
What your
competitor
does best
What
your brand
does best
Losing
Risky
Dumb
Winning
Define a focused consumer
target profile with insights,
enemies and buying patterns.
Out workshops helps you find a simple, unique, motivating and own-able brand positioning..
Use our Venn
diagrams to
determine your
winning zone,
where your brand
is motivating to
consumers and
ownable to drive
long-term growth.
Summarize your
winning
positioning
statement in a
space that is
unique, ownable
motivating to
consumers

6. We create a brand idea to capture the minds and hearts of consumers, while
inspiring and focusing your team to deliver greatness on the brand’s behalf.
The brand idea will transform your internal brand soul into a desired brand reputation.
Brand
Idea
Brands should drive consistency using the Brand Idea to
show up the same way at all 5 consumer touch-points
Consumers quickly decide
whether to connect to a brand
idea within seven seconds
A brand finds its equilibrium when the
Brand Idea impacts a brand reputation to
perfectly match up to the Brand Soul
Soul Reputation=
1
2
3
5
6
=Brand Idea
Brand
Soul
Consumer
Based on their
personal experiences,
consumers form a
reputation they
spread to others.
Brand
Promise
Consumer
BrandBrand
Idea
Consumer
Experience
Brand
Story Innovation
Ideas
Purchase
Moment
Packaging
Logo/Slogan
Culture and
Operations
Advertising
and Media Product
Development
Sales
and Retail
4 To be consistent at every touchpoint, the Brand
Idea organize every function behind your brand
Your Brand Idea helps
simplify your brand
message as an
outward expression of
the inner brand soul

7. We build a brand plan to help you make smart focused decisions, so you
can organize, steer, and inspire your team towards higher growth
Our workshop lays out the vision, purpose, goals, key issues, strategies and tactics.
2
4
31 Strategic questions to help
frame the Key Issues
5
Drivers and inhibitors currently facing
brand. Risks and opportunities for future.
Deep-dive Business Review looks
at every 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 tightly connected is your
consumer to your brand?
What is your current
competitive position?
What is the current business
situation your brand faces?
3
1
4
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
2

8. We advise on advertising, to find creative that drives branded breakthrough
and use a motivating messaging to set up long-term brand growth.
We coach teams on advertising, finding solutions that connect with consumers and drive growth
Very
Strong
Strong
StrongModerate
Concern
Concern
Weak
Weak
Very
Weak
Motivates
Consumers
Advertising Measures
Media Plan
The best Ads have branded
breakthrough and a
motivating message. Use
our ABC’s method to
judge advertising work:
Attention, Branding,
Communication, Stickiness.
2
3
1
Align execution to move consumers through
the stages of the consumer purchase loop
Use your Brand Idea.to help steer both the
creative and media decisions
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware4
Creative Idea
Brand
Positioning
Transactional
Advertising
Paid Earned Owned Shared
Where your brand sits on the Brand Love Curve should
focus your brand’s strategic objective whether you want
consumers to see, think, act, feel or influence others.
The Consumer Journey
Stages of the Brand Love Curve
See Think Buy Feel Share
BelovedIndifferent Like It Love ItUnknown
Consumer
BrandBrand
Idea

9. Our brand training program will make your brand leaders smarter, so you
have added confidence in their performance to drive brand growth.
Our brand management training programs help your teams think, define, plan, execute and analyze.
How to think strategically
Using brand positioning to define your brand
How to write brand plans
Writing creative briefs to inspire smarter advertising
Brand analytics and the business review
How to get better creative advertising and media
Creating a beloved brand
Taking a more consumer centric approach
Brand Finance 101
Managing your marketing career
1
2
6
4
5
3
7
8
9
Consumer
Brand
Brand
Idea
10

10. Graham Robertson of Beloved Brands
We help brands find growth.
We make brand leaders smarter.beloved
brands
Graham Robertson is one of the voices of today's brand leaders. As the
founder of Beloved Brands, he has been a brand advisor to the NFL Players
Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train
some of the best marketing teams on strategy, brand positioning, brand plans
and advertising. Graham's purpose is to use is marketing experience and
provocative style to get marketers to think differently about their brands, and
to explore new ways to grow.
Graham spent 20 years leading some of the world's most beloved brands at
Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP
Marketing. Graham played a significant role in helping win Marketing
Magazine's "Marketer of the Year" award. He has won numerous advertising
and innovation awards including Businessweek’s best new product award.
As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds
around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full
of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his
weekly blog stories have reached millions of marketers, who are trying to improve their skills.
His new book, Beloved Brands, has launched with rave reviews. Many brand leaders are using this book
as a playbook to help build the brand they work on. And, it serves as a brand management textbook for
business schools in the US, Canada and the UK.
Graham’s personal promise is to help you solve your brand building challenges, to give you new thinking,
so you can unlock future growth for your brand.

11. Graham Robertson’s work history
We help brands find growth.
We make brand leaders smarter.beloved
brands
Education
• MBA, Ivey School of Business, Western University, 1994
• Bachelor of Commerce, Carleton University, 1989
Professional Work History
• Founder and CMO, Beloved Brands ,2009 - Present
• VP Marketing, Johnson and Johnson Consumer Healthcare, 2005-08
• Group Brand Director, Oral Care, Quit Smoking, Allergy 1999-2005
• Senior Brand Manager, Listerine Mouthwash/PocketPaks, 1997-99
• Associate Brand Manager, General Mills, Kids Cereals, 1994-96
• Summer Intern, Coke, 1993
• Marketing Training Program, GE Lighting,1989-92
beloved
brands

12. Our new book: Beloved Brands
We help brands find growth.
We make brand leaders smarter.beloved
brands
The playbook for how to build a
brand your consumers will love.
• How to think strategically
• Write a brand positioning statement
• Come up with a brand idea
• Write a brand plan everyone can follow
• Write an inspiring creative brief
• Make decisions on marketing execution
• Conduct a deep-dive business review
• Finance 101 for marketers
“Beloved Brands is the book every CMO or would-be CMO should read.”
Al Ries

13. We help brands find growth.
We make brand leaders smarter.beloved
brands
You have my personal promise to help
you solve your brand building challenges.
I will give you new thinking, so you can
unlock future growth for your brand.
Graham Robertson
Founder and CMO
Beloved Brands Inc.