This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
1. Your brand positioning statement defines the target market, consumer
benefits, both functional and emotional, as well as support points.
How to define your
brand positioning
Beloved Brands Training Files
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brands
Brand positioning statement 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.
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
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brands
To win, brands have to find the winning zone, that is
motivating to the consumer and ownable for the brand
What
consumers
want
What your
competitor
does best
What
your brand
does best
Losing
Zone
Risky
Zone
Dumb
Zone
Winning
Zone
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brands
Four elements of a Brand Positioning Statement
To
(Target)
• Who is in the consumer target? What slice of the
population is the most motivated to buy what you do?
Your brand is the
(Category)
• Where do you play? What is the frame of reference
that helps to define the space in the marketplace that
you compete in?
That is the
(Benefit)
• Where do you win? What promise will you make to
the consumer target, thinking about main benefit
(rational/emotional)
That’s because
(Support Points)
• Why should they believe us? What support points
help to back up the main benefit?
1
2
4
3
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Building a winning brand positioning statement
To
(Target)
• Highly connected, fast-paced people who
are frustrated by the annoying
complexities of technology
Apple is the
(Category)
• Consumer electronics brand
That
(Benefit)
• Simplifies technology to help you feel
smarter, so you can do more with every
device.
That’s
because
(Support Points)
• We start with ideal consumer experience
and work back to the technology,
eliminating every possible frustration.
• We push for surprising technology that
will change the world, with intuitive,
simple, and easy-to-use products.
1
2
3
4
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brands
Consumer Benefits Ladder
Target and insights
Product features
Functional benefits
Emotional benefits
Consumers
Define target, need
states, enemies
and insights.
Functional
“So, what do I get?”
Features
Product-focused
strengths, claims,
differences
Emotional
“So how does that
make me feel?”
12
3
4
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brands
Consumer Benefits Ladder
Target and insights
Product features
Functional benefits
Emotional benefits With Gray’s, you can feel optimistic
nothing will get in your way today.
Gray’s helps you can get on with
your day.
Gray’s is the fastest working
headache medication.
Target the headache fighter with the
insight of: “I wake up with headaches,
but I don't want to come across like a
complainer, so i keep it secret.”
Gray’s
Pain Relief
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Seven questions to define your consumer
1. What is the description of the consumer target?
2. What are the consumer’s main needs?
3. Who is the consumer’s enemy who torments them every day?
4. What are the insights we know about the consumer?
5. What does the consumer think now?
6. How does the consumer buy?
7. What do we want consumers to see, think, do, feel or whisper
to their friends?
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Who wants your brand the most? Divide up market to
identify most motivated audience.
If you use segmentation to find the most motivated consumer, make the choice to
focus, not mistakenly use the opportunity to try to uniquely capture each segment
Consumer
Consumer Segmentation
Consumer Profiling
Demographics
Socio-Economic
Geographic/Channels
Consumer Behavior
Lifestyle
Personality
Values
Consumer Psychographics
AttitudesCurrent or New customers
Benefit need states
Purchase occasion
Purchase behavior
Perceptions and beliefs
The
Brand
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Understand functional and emotional need states
Functional
Need States
Emotional
Need States
Makes you
smarterWorks Better
Helps
your
family
Helps you be
healthier
Sensory
Appeal
Simplifies
your life
Saves you
money
Experience
Curious for
knowledgeSense of
optimism
Stay in
control
Feel
comfortable
Feel
myself
Feel liked
Feel
free
Get
noticed
Stay Connected
13. We help brands find growth.
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brands
Moment of your life,
where your brand
fits as a natural
solution
Directly
sets up a
consumer
benefit only
you can
deliver
Creative
expressions
allows consumers
to accept as a truth
Consumer
Insights Engages
emotions,
inspirations,
frustrations.
values,
beliefs
What makes a good
Consumer Insight
✓ Ability to creatively express,
to engage consumers and allow
them to accept as true.
✓ Matches up to the consumer’s
life moments when they
naturally engage brand.
✓ Secret knowledge that directly
sets up a consumer benefit
that only you can deliver.
✓ Goes beneath data, to engage
emotions, inspirations,
frustrations, values, beliefs.
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brands
Example of a consumer insight using quitting smoking
“I feel ______________________ whenever I ___________________”
A tool for helping with writing a consumer insight
A human truth based on one of:
• underlying behaviors
• motivations/inspirations
• values or beliefs
• pain points
• emotions
A starting point for your thinking
“I feel ______________________ whenever I ___________________”
A moment in the consumer’s life
• Part of the day, week, year
• Celebration moment (xmas)
• A monumental moment in their life
• Moment of strength or weakness
I become a monster
and the worst
version of myself
Try to quit smoking.
I don’t want to be
that person again.
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brands
The 360-degree mining for consumer insights
Explanations of data
breaks, drivers,
inhibitors, trends with
consumers, channels,
competitors
Observe consumer reactions in
focus groups, product tests, ad
testing, direct consumer
engagements to add to insights.
Listen to Voice of
Consumer (VOC)
with comments on
social media, brand
reviews, market
research. Look for
word choices.
What we see
(observations)
2
What we read
(Facts/Data)
What we sense
(Consumer Voice)
31
Life Moments
(Day in the life)
5
Matches up to a
day in the life
7am
Noon
6pm
8pm
11pm
What we feel
(Emotional Needs)
4
Map out your
consumer’s life,
understanding the
underlying behaviors,
motivations, pain points
and emotions on the
path to purchase.
Use our emotional
need state cheat sheet
to understand potential
emotional insights.
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Good consumer insights should get in the shoes of your
consumer and use the consumer’s voice
We recommend that consumer insights should start with “I” to get you into the
consumer’s shoes and then use quotes to ensure you are using their voice.
For a Bank: “I am so busy driving my kids around, I can
never get to the bank during banking hours. I wish there
was a bank that worked around my life, rather than me
working around the banks’ life”.
Computers for Seniors: “I find computers frustrating
and intimidating. Once someone shows me how to do
something, I feel so much smarter. I love being able to
connect with friends or look up things on Google”
For a Bank: Financial tracking research
shows customers would use a bank 3.4
times more a month, spend $56 more each
month if our Bank were open till 8pm.
Computers for Seniors: The biggest
growth in computer laptops comes from
55+ segment. They are willing to pay a
premium if it comes with free lessons.
Boring insights end up flat Good insights inspire creativity
Quit Smoking: “I know I should quit. I’ve tried to quit so
many times, it’s ridiculous. I’m not myself, I’m grouchy,
irritable and feel out of control. Quitting smoking sucks!”
Quit Smoking: Studies show that people
try to quit 7x before reaching for a smoking
aid to help them quit.
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Summarize all the great thinking into a Consumer Target
Profile that can be used in everything you do
Target Name Pro-Active Preventers
Target
Description
• Suburban working women, 35-40, 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 stress-reliever and escape.
Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight.
Their enemy • Guilt, failure, out of control diet, temptation.
Insights that tell
their story
• “I have tremendous will-power. I work out 3x a week, watch what I eat to 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.”
What do they
think now?
• I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I
wouldn’t say I use them all the time.
How are they
buying?
• Most have been influenced by friends who have tried. Those who are buying, still do so less
frequently than their normal favorite cookies. The household has yet to adopt the product.
The mom uses it when she’s trying to diet.
We want them
to think/feel/do
• See: Get noticed so consumers are aware of Gray’s, see it on shelf, see actual product.
• Think: Gray’s might be a healthy alternative to my favorite cookies.
• Do: Try Grays to see if they like the great taste.
• Feel: Feel more in control with Gray’s as part of their routine, and feel less guilt.
• Whisper: Tell their friends they love Gray’s, and share the success they are having.
18. We help brands find growth.
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brands
Functional benefit cheat sheet
Makes
you
smarter
Works
Better
for you
Helps
your
family
Helps
you be
healthier
Faster
Powerful
Safer
Lasts
Longer Keeps you
organized
Saves
time
Social Fashions
Latest technology SoundsTaste Smell
Sights
Education
Comfort
Life
Stages
Mental
HealthBetter
Home
Prevents
Weight/Exercise
Lower
Risk
Track
Success
Resale
Invest for future
Advice Solutions
Teaching Helping
hand
Sensory
Appeal
Simplifies
your life
Stay
Connected
Hassle
Free
Easier to
use
Touch/Feel
Value
Quality
Reduces
Soothes
Cultural
How it is
made
Saves
you
money
Experience Variety
Service
In touch
Moments
Responsiveness
Memorable
Occasion
Rituals
Updates
Luxurious
Performance
IntegratedEfficient
Subconscious
Style
9 functional zones with 50 total functional benefits
19. We help brands find growth.
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brands
Emotional benefit cheat sheet
8 emotional zones with 40 total emotional benefits
Curious for
knowledge
Sense of
optimism
Feel
comfortable
Feel
myself
Motivated
Special
Successful
Inspired
Interesting
Alive
Cool Playful
Popular Trendy
Like-able
Friendly Intimate
Happy
Easy-going Nurtured
Compassion
Down-to-earth
Relaxed
Honest
Family
Trust
SafeRespect
Reliable
Informed
Wisdom Smarter
Competent
Feel
liked
Feel
free
Get
noticed
Excited
Consumer
Emotions Values
Exhilarating
@Hotspex
Stay in
control
20. We help brands find growth.
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brands
Build your brand around unique benefit clusters
Functional
Emotional
Feel
optimistic
Motivated
Special Inspired
Interesting
Alive
Feel free
Excited
Curious for
knowledge
Stay in
controlTrust Respect
Reliable
Informed
Wisdom
Smarter
Simplifies
your life
Hassle
Free
Easier
to use
Integrated
Efficient
Sights
Sensory
Appeal
Touch/Feel
Experience
Personal Service
Responsiveness
Memorable
Subconscious
Makes you
smarter
Keeps you
organized
Saves time
Latest
technology
Solutions
Teaching
Helping
hand
Simplifies
your life
Stay
Connected
Easier
to use
In
touch
Integrated
Efficient
Style
• Start by looking at the
two cheat sheets and
narrow down to potential
clusters of the functional
and emotional benefits.
• Match what consumers
want and what your
brand does best.
• Take three of the zones
from each cheat sheet
and add 2-3 support
words per zone to create
a cluster.
21. We help brands find growth.
We make brand leaders smarter.beloved
brands
Build your brand around unique benefit clusters
Helps your
family
Keeps you
organized
Life
Stages
Better Home
Resale value
Simplifies
your life
Saves you
money
Moments
Efficient
Feel
comfortable
Feel
myself
Easy-going
Nurtured
Down-
to--earth
Relaxed
Honest Family
Functional
Emotional Curious for
knowledge
Stay in
control
Trust
Safe
Reliable
Informed
SmarterWisdom
Makes you
smarter
Works
Better
Safer
Life Stages
Better
Home
Solutions
Helping
hand
Quality
Helps your
family
How it
is made
Works
Better
Faster
Sights Sensory
Appeal
Touch/Feel
Quality
Experience
Responsiveness
Subconscious
Luxurious
Performance
Alive
Cool
Playful
Popular
Feel
free
Get
noticed
Excited
Comfort
Comfort
Memorable
Sounds
Good value
22. We help brands find growth.
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brands
Use the benefit clusters to guide benefit statements
Safe
• I feel in control of my weight and health
• I feel safer in snacking on this cookie
• I feel less guilt about an indulgence
• I like to know how many calories I eat each day
• I feel more confident in my diet and myself
• I feel more knowledgeable about what I am putting in my body.
• I will feel more motivated to be successful with this cookie
• I feel comfortable that I get more choices
• I will feel inspired to lose weight
• I get a low calorie low fat treat.
• I get a cookie made of all natural ingredients.
• I get a great tasting cookie, as good as my current cookie
• I can replace my current favorite cookie with this one
• I get a low calorie snack to make my diet easier
• Whenever I get hungry, this is the one I will reach for
• I can eat this when I’m hungry
• I will be healthier and lose weight
• I will prevent falling off my diet
• I can use 5 pounds in 2 weeks.
• I will be able to reduce my daily calorie intake
• I will get the same great taste, just lower calories and fat
• I can get the same sensation I get from eating a cookie
Functional
Clusters
Emotional
Clusters
Helps you be
healthier
Taste
Prevents
Weight / Exercise
Sensory
Appeal
Easier to use
Touch/Feel
Reduces
Experience
Memorable
OccasionRituals
Curious for
knowledge
Sense of
optimism
Stay in
control
Motivated
Successful
Inspired
Trust Respect
Reliable
Informed Smarter
Benefit statement brainstorm for Gray’s Cookies
23. We help brands find growth.
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Use the benefit clusters to brainstorm benefit statements
• I feel in control when I quit
• I feel safer in quitting
• I like to know how the product works and what i will experience
• I feel more confident I will be successful
• I feel more knowledgeable about what I am putting in my body.
• I will feel more motivated to be successful in quitting
• I will feel inspired I will not gain weight
• I want to quit, I just want to make sure I’m successful.
• I am motivated by having something to help me beat the cravings
• I want to quit. I just need help to control my urges.
• It will help me quit and I know I will be healthier
• I won’t have any urges to smoke
• It will make quitting a little bit easier
• It will keep me strong and help me break my smoking rituals
• It prevents me from falling off the wagon
• Whenever I want a cigarette, I know I can beat the craving
• I will be healthier and not gain weight
• It works for 24 hours so I will have no late night urges
• I like the responsiveness from the first moment of the day
Helps you be
healthierPrevents Weight/Exercise
Easier to use
Reduces
Experience
Occasion
Rituals
Curious for
knowledge
Sense of
optimism
Stay in
control
Motivated
Successful
Inspired
Trust
Safe
Respect
Reliable
Informed
Smarter
Use the clusters to begin the brainstorm,
using specific category or brand words.
Works Better
for you
Faster
Lasts
Longer
Performance
Responsiveness
Graytine
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A great tool to use when you own two competing brands
Functional
Emotional
Works
better FasterMore
powerful
Lasts
Longer
How it is made
Performance
Keeps you
organized Simplifies
your lifeHassle
Free
Easier
to use
Efficient
Helps your
family
Comfort
Life Stages
Moments
Helps you be
healthier Peace of
mind
Reduces
Soothes
Works
Better
More powerful
SaferLasts
Longer
Prevents
Peace of
mind
Helps you be
healthier
Sense of
optimism
Stay in
control
Motivated
Successful
Inspired
Trust
Reliable
Feel myself
Down-to--earth Honest
Family Values
Feel
comfortable
Nurtured
Compassion
Relaxed
25. We help brands find growth.
We make brand leaders smarter.beloved
brands
Listen to your consumers and use a word clustering
technique to chart the consumer’s key words
Reduce weight
Irritable
Failure
Longtime
Wish I could lose ten pounds
Love cookies
Habit
Pressure
angry
Out of control
Goals
Can’t
do it
Weak
Nextyear
Optimism
Depressed
Feel good
Feel guilty when I cheat
Keep failing
Can’t stop
Getfat
Want to so badly
Clothes are tight
Scared
Hatemyself
Goesgreatatwork
Perfect
snack for
after dinner
Anxiety
Stay in control
Crying
First
day
Possible
I wish I could
eat better
Motivated to
lose weight
Hate
myself
I want to make smart healthy choices
Ingredients
matter to me
Feel like a loser
Success
Need help
Want to
feel sexy
26. We help brands find growth.
We make brand leaders smarter.beloved
brands
Sort through possible benefits to find benefits most
motivating to consumers and ownable for your brand.
Motivated
consumers
High
HighLow
Ownable
Losing
Zone
Winning
Zone
Dumb
Zone
Risky
Zone
What
consumers
want
What your
competitor
does best
What
your brand
does best
Losing
Zone
Risky
Zone
Dumb
Zone
Winning
Zone
27. We help brands find growth.
We make brand leaders smarter.beloved
brands
Sort through possible benefits to find benefits most
motivating to consumers and ownable for your brand.
How motivated
are consumers by
your benefit
High
High
Low
Low How ownable is this benefit
for your brand
Losing Zone Winning Zone
Dumb Zone Risky Zone
Guilt Free
Alternative
Low
Calorie
Less Fat
All Natural
Ingredients
Lose 5
pound in 2
weeks
Feel
Smarter
about food
Feel in
control of
your
weight
Feel
more
confident
More
comfort in
choices
New
Favorite
Cookie
28. Sell the benefit,
not the features.
People don’t really want a
quarter-inch drill. They just want
a quarter-inch hole to hang up
beautiful memories of their life.
29. The power of bringing emotions into what you are selling
Who do you think will get the ride?
30. We help brands find growth.
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brands
The support points or claims for your ‘reason to believe’
Process
• Detail how your product works differently
• Showcase your point of difference in the production process.
• What do you do differently within the production process
• What added service/details do you provide in the value chain
Product
• Usage of an ingredient that makes you better
• Process or ingredient that makes you safer
Third person
• Experts in the field who can speak on the brand’s behalf.
• Past users/clients with proof support of their stories.
Behavioral
• Clinical tests
• In market usage study
• Before and after studies
31. We help brands find growth.
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brands
Laying out your product or service offering should link
back to the functional/emotional benefits space
Curious for
knowledge
Sense of
optimism
Stay in
control
Motivated
Successful
Inspired
Trust
Safe
Respect
Reliable
Informed
Smarter
Makes you
smarter
Works Better
for you
Faster
Keeps you
organized
Advice
Solutions Teaching
Helping hand
Simplifies
your life
Easier
to use
How it is
made
Performance
Integrated
What you do
(features)
What they get
(Benefits)
1. Our 360-degree
assessment looks at the
market, consumers,
channels, competitors
and the brand.
2. We help find a simple,
unique, motivating and
own-able brand
positioning statement.
3. We help build a
strategic brand plan
everyone who works
behind the scenes of
the brand can follow.
1. Our deep-dive assessment 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 build a brand plan to help you
make smart focused decisions, so
you can organize, steer, and inspire
your team towards higher growth
32. We help brands find growth.
We make brand leaders smarter.beloved
brands
Learn to communicate with benefits not features
We do a 360-degree assessment
looks at the market, consumers,
channels, competitors and the brand.
Our deep-dive assessment will give
you the knowledge of the issues facing
your brand, so you can build a smart
plan to unleash future growth.
Starting point is to
explain what they get
And then explain
what you do
Tell them what they get before you tell them what they do
33. We help brands find growth.
We make brand leaders smarter.beloved
brands
Populate the Consumer Benefits Ladder
Target: “Proactive Preventers”. Suburban working women, 35-40,
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 stress-
reliever and an escape.
Needs: Great taste, satisfy craving, healthy, maintain weight.
Consumer Enemy: Guilt, failure, out of control diet, temptation.
Insights: 1) “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” 2) “I read labels of everything I eat. I stick to 1500 calories
per day, and will find my own ways to achieve that balance.”
Emotional Benefits: 1) I feel in control of my health. 2) I feel
more confident in my diet. 3) I feel more knowledgeable about
what I am putting in my body.
Functional Benefits: 1) I get a great tasting cookie, as good as
my current cookie 2) I get a low calorie snack to make my diet
easier. 3) I can eat this when I’m hungry.
Features: 1) In blind taste tests, Grays matched the market
leaders on taste, but only has 100 calories and 2g of fat. 2) In a
12 week study, consumers using Grays once a night as a desert
were able to lose 5 pounds. 3) All natural ingredients.
34. We help brands find growth.
We make brand leaders smarter.beloved
brands
Bringing all the work together to create a winning brand
positioning statement
To
(Target)
• Healthy proactive preventers who want
to do more for their health, working
moms, who are 35-40 years old.
Gray’s is the
(Category)
• Tasty healthy cookie option
That is the
(Benefit)
• Guilt free cookie that tastes so good
that you can stay in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched the
leaders on taste, but has only 100
calories and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a dessert were
able to lose 5-10 pounds.
1
2
3
4
35. We help brands find growth.
We make brand leaders smarter.beloved
brands
This works equally well for a B2B type brand
GRAYS
Stage Lighting
To
(Target)
• Discerning stage directors of Broadway theatre
companies
Gray’s is the
(Category)
• Theatre stage lighting
That is the
(Benefit)
• Inspiring lighting that brings the actors
faces to life for theatre patrons
That’s
because
(Support Points)
• A 4 week test, using Grays, has shown that
theatre patrons can notice every facial detail
from the 40th row of the theatre.
• We have testimonials from 20 leading
Broadway theatre directors. Steven Jones said,
“With Gray’s Lighting, our actors say they now
hear every giggle and gasp in the audience,
inspiring their best performance every night.”
1
2
3
4
36. We help brands find growth.
We make brand leaders smarter.beloved
brands
The process works for healthcare brands
To
(Target)
• Veteran smokers, 40-55, who are
willing to do whatever it takes to quit.
Graytine is the
(Category)
• Quit smoking aid
That
(Benefit)
• Helps you stay in control, while
you quit smoking, so that you are
more successful
That’s because
(Support Points)
• In clinical tests, patients were 38%
more successful in quitting versus
cold turkey.
• Patients felt more in control. Fewer
mood swings, urges to smoke and
potential cheating moments.
1
2
3
4
Graytine
37. We help brands find growth.
We make brand leaders smarter.beloved
brands
Positioning statement works for technology brands
To
(Target)
• Business leaders who want to leverage technology
to improve their competitive advantage, but lack
the expertise to make it a reality in their company.
GrayTech is the
(Category)
Technology solutions team
That
(Benefit)
• Turns complicated business problems into
technology solutions, to make your business
more valuable.
That’s because
(Support Points)
GrayTech’s people make the difference.
• Our experts bring creative solutions that make
technology simpler and an asset for your
business to build upon. We design, build and
manage everything linked to the technology
foundation of your company.
• Our people bring a level of care, commitment to
quality and pride to our customers. We never give
up and do whatever it takes.
1
2
3
4
GrayTech
38. We help brands find growth.
We make brand leaders smarter.beloved
brands
And finally, to show it works on service/retail brands
To
(Target)
• Concerned family members (35-55) who are
looking for their parent 65+, hoping to make the
right medical decisions
Gray’s Medical
Equipment is the
(Category)
Medical Equipment Service Provider
That
(Benefit)
• Is the helping hand to make it easier to find
the right medical equipment solution
That’s because
(Support Points)
• At Gray’s, it’s more about our people than just
our products. We take the time to listen to your
needs and we’ll provide you with knowledgeable
advice at eery state of the process,so you can
make an informed decision on getting the right
equipment.
• We’ll take care of the paperwork and help you
navigate the available funding processes and
even work directly with insurance companies to
make your purchase easier.
1
2
3
4
Gray’s Medical
Equipment
39. We help brands find growth.
We make brand leaders smarter.beloved
brands
Summary on brand positioning
• A brand positioning statement is essential to ensure your brand stands out from the pack.
Brands have to be better, different, cheaper … or else your brand will not be around for very
long.
• Match what consumers want to what your brand does best. Avoid taking on competitors
where they are stronger and avoid entering zones consumers don’t care about.
• Start by defining the consumer target, focused on those consumers most motivated by what
you do best. Look at demographics, psychographics, need states, consumer insights, and the
consumer’s enemy to help tell the story of the consumer.
• Use the consumer benefits ladder to take the brand features and turn them into functional
benefits expressing what the consumer gets, and emotional benefits expressing how they
make the consumer feel.
Use our benefit sort process to help find the winner, which is highly motivating to consumers
and highly ownable for the brand.
• Add two support points to help fill in the logic behind the main benefit. Support points can
relate to process, product, third person, or behavioral factors.
• Bring the homework together into a brand positioning statement that has a focused target,
market reference, main benefit, and two reasons to believe.
40. We help brands find growth.
We make brand leaders smarter.beloved
brands
Our brand management
training program
1. Why being a beloved brand matters
2. How to think strategically
3. Defining your brand positioning
4. Aligning everything around your brand idea
5. Building a brand plan everyone can follow
6. How to write a smart Creative brief
7. How to run the advertising process
8. How to make creative advertising decisions
9. How to make media decisions
10. Deep-dive analysis of your brand
11. Brand Finance
12. Managing your brand career
Brand Positioning
beloved
brands
41. 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
42. 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 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.