Diese Präsentation wurde erfolgreich gemeldet.
Wir verwenden Ihre LinkedIn Profilangaben und Informationen zu Ihren Aktivitäten, um Anzeigen zu personalisieren und Ihnen relevantere Inhalte anzuzeigen. Sie können Ihre Anzeigeneinstellungen jederzeit ändern.

Our Brand Training Program

3.015 Aufrufe

Veröffentlicht am

We have designed our brand management training program to help you be stronger in strategic thinking, brand positioning, brand plans, marketing execution, and brand analytics. Investing in brand training makes sense. The smarter your brand team, the better the work you will see and the stronger the business growth you will realize.

Veröffentlicht in: Marketing
  • How can I improve my memory and concentration? How can I improve my memory for studying?■■■ https://bit.ly/2GEWG9T
       Antworten 
    Sind Sie sicher, dass Sie …  Ja  Nein
    Ihre Nachricht erscheint hier

Our Brand Training Program

  1. 1. We help brand leaders achieve their full potential to help them drive brand growth beloved brands Our brand training program will make your brand leaders smarter, so you have added confidence in their performance in driving brand growth.
  2. 2. Our brand management training follows our playbook methodology We help brands find growth. We make brand leaders smarter.beloved brands Strategic Thinking Brand Positioning What consumers want What your competitor does best What your brand does best Winning Analyze performance 2 5 1 3 Brand Plans 0" 2" 4" 6" 8" Gray's" Norm" Dad's" 2.2" 7.3" 6.8" Gray's' Norm' 5" 18" 45" 32" weekly" monthly" 4x"per"year" 1x"per"year"
  3. 3. We help brands find growth. We make brand leaders smarter.beloved brands Strategic thinking is an essential foundation, forcing marketers to ask big questions that challenge and focus brand decisions. In our section on strategic thinking, you will learn: ✓ The five elements of smart strategic thinking ✓ Our 360-degree strategic thinking model using the brand’s core strength finder, consumer strategy, competitive strategy and situational strategy. ✓ How to build everything around your brand’s core strength ✓ How to think strategically to tighten your brand’s bond with consumers ✓ How to think strategically to win the competitive battles you face ✓ How to think strategically, within the brand’s current situation ✓ How to write strategic objective statements for each of the four strategies 1 How to think strategically
  4. 4. We help brands find growth. We make brand leaders smarter.beloved brands We will challenge the way your mind works and show you ways for how to think more strategically 1. Set a vision of what you want 2. Invest resources in programs 3. Focus on an identified opportunity 4. Leverage market impact 5. Performance result that pays back FOCUS Strategic Thinker Instinctual Thinker Use four strategic questions to help frame the Key Issues Use the five elements of smart strategic thinking to guide us Discuss thinking style and how you make decisions Show how to lay out and write the ideal strategic objective statements Introduce Think Box tools to challenge your strategic thinking 1 3 2 4 What consumers want What your competitor does best What your brand does best Losing Risky Dumb Winning Sales Market Share ROI Profit Stock Growth Price Premium Brand Funnel Competitive Advantages Voice of Customer Satisfaction Internal Alignment Market Trends Brand WealthBrand Health Indifferent Like It Love It Beloved Establish difference Build a following Tighten bond Inspire InfluenceExperiencePrice High Medium Low Brand StoryProduct Tools to help frame your strategic thinking Core strength Consumer Bond Competitive situation Business situation 1 3 2 4 What consumers want What your competitor What your brand does best Losing Risky Dumb Winning Sales Market ROI Profit Stock Growth Price Premium Brand Funnel Competitive Advantages Voice of Customer Satisfaction Internal Alignment Market Trends Brand WealthBrand Health Indifferent Like It Love It Beloved Establish difference Build a following Tighten bond Inspire InfluenceExperiencePrice High Medium Low Brand StoryProduct Tools to help frame your strategic thinking Core strength Consumer Bond Competitive situation Business situation ] Core Strength Brand Love Curve Focused Opportunity Market Impact a Performance Result Strategic programs d c b Strategic Objective: a. Create an elevated VIP consumer experience b. That rewards our most loyal consumers’ c. that turns their regular usage into a ritual d. and tightens their bond with our brand 1 2 5 1 3 4 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 2
  5. 5. We help brands find growth. We make brand leaders smarter.beloved brands The best brand leaders target a specific motivated consumer audience and then define their brand around a brand idea that is interesting, simple, unique, motivating and ownable. In our section on defining your brand, you will learn: ✓ How to write brand positioning statements ✓ How to define your target market, with insights, enemies, and need states ✓ How to define consumer benefits, both functional and emotional ✓ How to come up with brand support points and claims ✓ The relationship between brand soul, brand idea and brand reputation ✓ How to come up with your brand idea ✓ How to write brand concept statements ✓ How to turn your brand concept into a brand story ✓ How to use the brand positioning and brand idea to build a brand credo 2 How to position your brand
  6. 6. We help brands find growth. We make brand leaders smarter.beloved brands We will show you how to build your brand positioning statement, brand idea and brand concept Winning positioning statement that is unique, ownable motivating to consumers Find a Brand idea that is Interesting, simple, unique, inspiring, motivating and ownable.The brand concept combines the brand positioning statement and brand idea Brand Idea Brand Idea Motivating call-to-action Enemy or Insight Main Benefit Support points Support visual Use our Benefits Ladder to move from features to rational and emotional benefits Benefits Ladder Consumer Target Product features Functional benefits Emotional benefits Cultural inspiration Define a focused consumer target profile with insights, enemies and buying patterns. 2 2 5 1 3 4
  7. 7. We help brands find growth. We make brand leaders smarter.beloved brands In our section on how to write brand plans, you will learn: ✓ How to use five strategic questions as an outline for your entire plan ✓ How to write an inspirational vision statement to frame your brand plan ✓ How to come up with a brand purpose and brand values ✓ How to summarize your brand’s situation analysis ✓ How to map out the key issues your brand faces ✓ How to write smart, brand strategy objective statements ✓ How to focus tactics to ensure a high return on effort ✓ How to write specific execution plans for brand communications, innovation, and in-store ✓ How to do a profit statement, sales forecast, goals, and marketing budget for your plan ✓ Ideal one-page brand formats for annual brand plan and long-range strategic roadmap 3 How to write Brand Plans
  8. 8. We help brands find growth. We make brand leaders smarter.beloved brands We will show you how to build a brand plan based on smart focused decisions, so that everyone can follow Strategic questions to help frame the Key Issues 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 fix. 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 3 21 3 4 5
  9. 9. We help brands find growth. We make brand leaders smarter.beloved brands In our section on how to lead the marketing execution, you will learn: ✓ The crucial role of the brand leader in getting great creative execution ✓ How brand leaders can successfully manage the 10 stages of advertising process ✓ How to write a brand communications plan ✓ How to turn the brand communications plan into a creative brief ✓ The smart and bad examples of the creative brief ✓ Learn how to use the ABC’s advertising decision-making tool ✓ How to give inspiring feedback on advertising that pushes for great work ✓ Six questions to help frame your media planning ✓ How to line up media choices to where consumers are most willing to engage with your brand 4 How to Inspire execution
  10. 10. We help brands find growth. We make brand leaders smarter.beloved brands Innovation drives ideas, concepts, testing, launches through system. 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.&&& Brief focuses creative & media decisions on positioning & strategy Building Marketing Execution around Big Idea Influence purchase moment through channels, e-commerce, selling and merchandising Align execution to focus on moving consumers through stages of the buying system Consider Satisfied Buy Search Fan Loyal Repeat Aware Brands should drive consistency using the Brand Idea to show up the same way at all 5 consumer touch-points 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 We will show you how to build your execution around your brand idea and the customer journey Customer Journey 4 2 5 1 3 4 The playbook for how to create a brand your consumers will love Plan your Product Innovation Continuous generation of ideas to build a war-chest of potential solutions to meet consumer needs. Assess opportunities using criteria: breakthrough, own- able, strategic fit, consumer motivation, potential size. Identify new opportunities Build innovation pipeline Go-to-market launch plan 2 3 Build out potential concept to test breakthrough, own- ability and sales potential. Build robust innovation schedule with volumetrics, investment, sourcing and production timeline. Stage-gate decisions to approve execution plans and milestones from production to launch. 4 5 6 Backend plan includes final naming, logos, packaging, production and channel plan. Build marketing support; advertising, presentations, in-store support. Hand over to launch team, including marketing, sales, operations. 7 8 9 Observations to identify trends and new consumer need states. 1 Winning ideas go to market Move best ideas to testing New Product Pipeline
  11. 11. We help brands find growth. We make brand leaders smarter.beloved brands In our section on how to analyze the brand’s performance, you will learn: ✓ How to analyze the marketplace your brand plays in ✓ How to assess your consumers ✓ How to assess the retail channels you sell through ✓ How to analyze the competitors ✓ How to analyze the health of your brand ✓ 60 of the best analytical questions to ask ✓ How to bring the analysis together into the drivers, inhibitors, threats, and opportunities ✓ Financial formulas for compound CAGR, price increases, COGs. ROI ✓ How to prepare a deep-dive business review presentation 5 How to analyze performance
  12. 12. We will show you how to analyze your brand and build a deep-dive assessment that sets up your brand plan 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 b 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. Customer Scorecards We help brands find growth. We make brand leaders smarter.beloved brands 5
  13. 13. We help brands find growth. We make brand leaders smarter.beloved brands Our Beloved Brands 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 Our brand training menu Our brand training playbook
  14. 14. We help brands find growth. We make brand leaders smarter.beloved brands 1. Why being a beloved brand matters 2. How to think more strategically 3. Consumer & competitive strategy 4. Deciding on your consumer target 5. Defining your brand positioning 6. Everything around your brand idea 7. Build a brand plan everyone can follow 1. How to think more strategically 2. Defining your brand positioning 3. Everything around your brand idea 4. Build a brand plan everyone can follow 5. How to write a smart creative brief 6. How to make advertising decisions 7. Deep-dive analysis of your brand 1. How to write a smart creative brief 2. How to run the advertising process 3. How to make advertising decisions 4. How to make media decisions 5. Deep-dive analysis of your brand 6. Brand Finance 7. Managing your brand career Ask us to custom design a brand training program that meets the needs of your team. Our Beloved Brands boot camp program Brand Management 3-Day Boot camp Brand Strategy 3-Day Boot camp Brand Execution 3-Day Boot camp Our brand training playbook Video Brand Training
  15. 15. How good is your brand playbook? Consumer Profile Positioning DecisionConsumer Benefits Consumer Strategy Annual Brand PlanBrand Concept Brand Health Brand Idea Map Creative Brief Creative Decisions Consumer Insights Positioning Statement Competitive StrategyStrategic Thinking Core Strength Brand Funnel analysis Emotional Functional Winning Zone Stickiness Communication Brand Link AttentionA B C S Brand Idea Brand StoryConsumer Journey Innovation Process Strategy Roadmap Beloved Brands: The playbook to help you build brands consumers will love
  16. 16. 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 has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and multiple Effie advertising awards. 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 book, Beloved Brands, is the playbook for how to build a brand consumers will love. It serves as a brand management textbook for business schools around the world. Graham’s personal promise is to help you solve your brand building challenges, by challenging you with new thinking, so you can unlock future growth for your brand. Graham Robertson of Beloved Brands Inc.
  17. 17. 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 Graham Robertson’s Work Experience
  18. 18. We help brands find growth. We make brand leaders smarter.beloved brands • 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 should read.” Al Ries Everything you will ever need to build a brand your consumers will love. Beloved Brands By Graham Robertson

×