12 Thought Starter Quotes to challenge and inspire Brand Leaders

Here are some thought starters that I hope one of them gets you to think about your role as a Brand Leader just a little bit differently.


“Consumer Insight comes to life when it’s told in such a captivating way that makes people stop and say “hmm, I thought I was the only one who felt like that”


“When picking a target market, focus all of your limited resources against trying to matter the most, to those who really care”


“Half way between the exactness of Science and the unknown of Art lies the power of an IDEA that can bring them together”


“Everyone wants to be an out-of-the-box thinker.  How about being an in-the-box thinker, where the box is your strategy”


“The most Beloved Brands are either different, better or cheaper.  Or else, not around for very long”


“Consumers don’t care what you do until you care what they want.  Instead of just yelling what you do, put yourself in the consumers shoes and ask yourself 5 times “so what do i get?” and then ask another 5 times “so how does that make me feel?”


“If your brand only has 3 strategies and each strategy only has 3 tactics, then you should be able to do an amazing job on all 9.  Much better than the current list of 123 things you’re trying to do”


“The better the people, the better the work, the better the business results.  So then, are you doing enough to make your people better?”


“Ask “Do you love it?” and watch their eyes to see if they tell the truth.  Because, if you don’t love the work, how do you expect your consumer to love your brand?”


“A Beloved Brand uses the love consumers have for the brand to replicate the positional power of a Monopoly.  And from that power, the Beloved Brand drives stronger growth and higher profits.”


“Smart Media Plans start with understanding where the customer is, not where the media is”


“Most marketers will tell you that branding is about positioning and communication.  But positioning is actually just a means to driving growth and making money”

Challenge yourself to get better every day.  


To read more about Beloved Brands and how to turn love into more power and profits:

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  1. How to Write a Creative Brief.  The creative brief really comes out of two sources, the brand positioning statement and the advertising strategy that should come from the brand plan.  To read how to write a Creative Brief, click on this hyperlink:  How to Write a Creative Brief
  2. How to Write a Brand Plan:  The positioning statement helps frame what the brand is all about.  However, the brand plan starts to make choices on how you’re going to make the most of that promise.  Follow this hyperlink to read more on writing a Brand Plan:  How to Write a Brand Plan
  3. Consumer Insights:  To get richer depth on the consumer, read the following story by clicking on the hyper link:  Everything Starts and Ends with the Consumer in Mind

I run the Brand Leader Learning Center,  with programs on a variety of topics that are all designed to make better Brand Leaders.  To read more on how the Learning Center can help you as a Brand Leader click here:   Brand Leadership Learning Center

To reach out directly, email me at graham@beloved-brands.com

About Graham Robertson: The reason why I started Beloved Brands Inc. is to help brands realize their full potential value by generating more love for the brand.   I only do two things:  1) Make Brands Better or 2) Make Brand Leaders Better.  I have a reputation as someone who can find growth where others can’t, whether that’s on a turnaround, re-positioning, new launch or a sustaining high growth.  And I love to make Brand Leaders better by sharing my knowledge.  Im a marketer at heart, who loves everything about brands.  My background includes 20 years of CPG marketing at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke.  My promise to you is that I will get your brand and your team in a better position for future growth. Add me on LinkedIn at http://www.linkedin.com/in/grahamrobertson1 so we can stay connected.

Graham Robertson


Graham Robertson 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 on everything marketing. The client roster 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.

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4 thoughts on “12 Thought Starter Quotes to challenge and inspire Brand Leaders
  1. Cathy Connor (@runwithcreative)

    Really love these 12 brand thoughts! It really puts everything in perspective, especially when we should instead put the shoes on the other feet on what the consumers’ needs are instead of what the businesses are always screaming, “look at me, look at me”….Good stuff!

  2. Andrew Weber

    Loved the “stay in the Box” comment. I find the “think outside the box’ hrase so tired. I plan to use this to challenge this.

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