What is a Beloved Brand?

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Being a Beloved Brand gives a brand a tighter connection with their consumer.  That connection becomes a source of power and a source of brand value. 

Beloved = Connection = Power = Profitability

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Executive Summary

  • Everything starts and ends with the consumer in mind.  Consumers move along the “LOVE CURVE” going from Indifferent to Like It to Love It, and then they’ll make it their Brand For Life.  The farther along the curve, the more connected consumers are to the brand.
  • As a brand, you need to know who your consumer is, how they live and what’s important to them. Understand who is not your consumer, realizing you don’t need to be liked by all, but loved by those that really matter.
  • Love the work you do and consumers will love you back.  If you don’t love the work, then how do you expect your consumer to fall in love with your brand? Reject all work that is “just ok”.
  • The Connection and Love  that Consumers have for a Brand becomes a Source of Power for a brand, helping to change the dynamic the brand can have with suppliers, customers, competitors and even with the consumers themselves.
  • The “Love Curve” can be linked to the Brand Funnel which becomes the underlying scoreboard of the brand.  You can use the funnel to map out the buying process for the consumer, identifying both strategy and tactics to move them along the funnel towards being more loved.
  • Used properly, the Power of the Brand can help drive the P&L with four important levers:  driving increased price, lowering costs, increasing share, creating new markets.
  • A powerful connected brand is much more efficient.  And that efficiency can leverage the P&L to invest back in the brand’s connectivity and driveProfitand in turn create Value for the Brand.

About Graham Robertson:  I’m a marketer at heart, who loves everything about brands. I love great TV ads, I love going into grocery stores on holidays and I love seeing marketers do things I wish I came up with. I’m always eager to talk with marketers about what they want to do.   My background includes CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  I do executive training of executives and brand managers, helping on strategy, brand planning, advertising and profitability. If you have interest for your team, email me and we can customize a program to your needs.  For Powerpoint versions of Building a Career in Beloved Brands as well as other team learning presentations, visit Slide Share Learning Presentations

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Graham Robertson

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.

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