How to assess what’s happening with your consumers

Posted on Leave a commentPosted in How to Guide for Marketers

Everything starts and ends with the consumer in mind. We believe that spreading your limited resources across an entire population is cost-prohibitive and will provide you with a low return on investment and low return on effort, that will eventually drain your brand. Analytics 2016 Extract.001While targeting everyone “just in case” might feel safe at first, it is actually less safe because you never get to see the full impact of the resources you apply. Too many Marketers seems to think that the way to make your brand bigger is to be able to appeal to a bigger, broader target. We take a different approach believing that instead of going after who you want the most, we recommend that you should go after those consumers who are the most motivated by what you do.

 

When looking at your consumers, start by figuring out where you are playing, defining who you are serving and who you aren’t serving. Define segments, look at buying habits, growth trends, key insights for each segment. Gain knowledge by mapping out the buying system analysis, leaky bucket, consumer perceptions through tracking data and research. We recommend that you either use some type of panel/scan data if it is available or compile your own data through tracking research. This helps determine what’s going on with consumer behavior beneath the surface. Our preference is the brand funnel tracking tools as it maps out how well your brand is doing at each stage of the consumer buying system.

How to use consumer tracking data 

From the tracking or household panel data (Nielsen or IRI), you have to understand how your brand is doing on both penetration and the buying rate, in order to fill in the simple equation of  “Sales = (Total Population x Penetration rate) x Buying Rate”.

  • Analytics 2016 Extract.003Penetration Percentage: The percent of households who purchased a product, shopped in a certain channel or retailer at least once during a measured period.
  • Buying rate or sales per buyer: Total amount of product purchased by the average buying household over an entire analysis period, expressed in dollars, units or equivalent volume.
  • Purchase frequency or trips per buyer: Number of times the average buying household purchases your product over a time period (usually a year). Purchase Frequency remains the same regardless of which sales measure is used (dollars, units or Equivalent volume)
  • Purchase size or sales per trip: Average amount of product purchased on a single shopping trip by your average buyer. Like the buying rate, purchase size can be calculated in terms of dollars, units or Equivalent volume.

 

How to analyze your brand using Brand Funnels
Every brand should understand the details of their Brand Funnel, knowing what’s causing any strength, weakness, changes versus last year or gaps versus competitors. Analytics 2016 Extract.005A classic brand funnel should measure awareness, familiar, consider, purchase, repeat and loyal. At the very least, you should be measuring awareness, purchase and loyalty. It’s not just about driving particular numbers on the funnel, but about moving them from one stage to the next.

The first thing to do (see chart above) is look at the Absolute brand funnel scores (A), comparing them to last year, to competitors or versus category norms. Then look at the brand funnel ratios (B), finding the percent conversion from one stage to the next. To create the ratios, divide the absolute number by the number above it on the funnel. For instance in the example below, take the familiar score of 87% and divide it by the awareness score of 93% to determine the ratio conversion of 91%. That means 91% of those who are aware become familiar.

 

The data becomes even more powerful when you start looking at the ratios of your brand in comparison (C) to the ratios of your nearest competitor. Analytics 2016 Extract.006In this second part of the analysis, the ratio becomes the focus. Compare the ratios, finding the gap (D) between the two brands at each of the stages. You will start to see where your ratio will either be stronger or weaker than the comparison brand. Analyzing the difference (E) between the 2 brands finds the biggest gaps and tells a strategic story that explains the gap. Looking at the example, we see “Your Brand” and “Brand X” are relatively similar at the top part of the funnel, but your brand starts to show real weakness as it moves to repeat and loyalty. This creates a gap you need to fix through the Brand Plan.

The brand funnel data helps tell where your brand sits on the Brand Love Curve. Indifferent brands have skinny funnels throughout. Consumers treat these brands like commodities. Your Brand Plan need to fuel awareness and consideration to kick-start the funnel. The next stage we call Like It brands, which have funnels that narrow at purchase. These brands need a plan to close leaks by getting their brand message closer to the purchase moment. The Love It type brands have a more robust funnel, but may have a smaller leak at loyal. The plan should continue to feed the love and build strength among loyalists. The most beloved brands have ideal funnels, but you should track and build a plan that will attack any weakness before it is seen or exploited by others.

Market Research Studies

Market Research studies can really help uncover issues on your brand. Some brands keep looking back at a study from 5 years ago, and miss out on the major changes that have happened in the marketplace since. Market Research should provide a view of the who, what, when, where and how behind the overall consumer dynamics of your category or market. They can help you understand how consumer behavior and usage changes by brand, helping explain why consumers buy specific brands and what it is that makes those brands distinctive, outlining the rational and emotional benefits. They help identify any perceived gaps in the consumers mind between the brand promise, consumer expectation and the overall brand performance. And, a good market research study can provide an overall vantage of various consumer segments, looking at lifestyle and demographic dimensions, how they consume media, overall attitudes on key drivers or brand benefits.

When we do our brand planning and marketing execution, we manage the executional tactics using a consumer buying system that starts with the consumer and then maps out how they shop, closely resembling the brand funnel. This tool can really helps focus your activities to where your brand needs the most help, either to continue fueling or closing a gap.

Analytics 2016 Extract.007

 

To read more on Brand Analytics, have a look at our workshop presentation.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands

GR bio Jun 2016.001

 

 

 

The 3 best ads of the 2016 Olympics: Gold, Silver and Bronze

Posted on Leave a commentPosted in Beloved Brands in the Market

2016_Summer_Olympics_logo.svgOver the two weeks of the Olympics, there are just a ton of ads. After a while they all blur together. It would be easy to make an Olympic ad, if the goal was just to fit in. Show a little bit of the athlete’s background story,  some footage of the athlete’s accomplishments, then show how this all fits to the brand (even if it is not a natural fit, try anyway) and then cut to black screen at the end with the logo with a tagline come up.

Ta-da. You have a classic Olympic ad.

This type of ad is what I would consider “good but not different”. While you might enjoy watching it and think “I like that ad”. However, after seeing 38 identical ads over the next 2 hours, you won’t remember anything about any of the ads. With such a sea of ads, only the ones that are very different will stand out. The second thing I would stress is that the ad has to fit with the strategy of the brand. The ideal sweet spot is both Smart and different.

As a Brand Leader, you should always be thinking of ways for your marketing communication to break through the clutter and use your brand story to move the consumer. During the Olympics, the objective of these iconic brands is to continue to tug at the heart of your own consumers. You’re not really going to sell to new consumers, but rather re-enforce to those who already love you. With that, you sure better be on when it comes to what your brand is all about.

The best Marketing breaks through the clutter (Attention) links closely to the brand name (Branding), communicates main message (Communication) and makes brand seem different (stickiness).

Strategic Thinking 2016.024

Bronze Medal:  “Thank You Mom” by P&G

Sure it is a basic pool out of the previous two Olympic Games but it is still working. This spot is high on attention and branding as people are now looking for these spots, grabbing the tissues and enjoying these spots. They don’t communicate a ton about the brand, but they have high stickiness, as evidence by sharing (21 million views on Youtube) and talk value at the lunch table. Plus, I still get a slight tear in the eye.

 

Silver Medal: “Unlimited Together” by Nike

Imagine a brief that says “we want to do an ad about the basketball team that screams patriotism…and make it different from anything else”. The first part of that brief would be easy to gather up all the cliches. The second part is extremely difficult. This is a beautiful Nike spot, with Chance the Rapper doing a take on “America the Beautiful”.  Nice visuals, a different look at the behind the scenes of the team. They have nailed it, fitting nicely into Nike’s Unlimited campaign.

 

Gold Medal: “Unlimited Youth” by Nike

Out of all the ads this year, this one resonated the most with me. If an 86 year old doing Iron Man races is not enough to get your butt off the couch, I’m not sure what is.

 

That’s right: Nike gets my gold and silver.  I saw quite a few other good ads along the way. What is amazing is that Nike is not an official sponsor of the Olympics. They keep stealing the show, without paying the IOC fees.

Here are the Honorable Mentions

 

Apple launched a great new campaign this summer, during the Olympics, but would be hard-pressed to call it an Olympic ad. I love it, and it certainly made me watch. During the most divided year I can remember, this Apple ad does a nice job in bringing the world together.  Have a look.

 

It looks like Coke had the same brief as Apple. Another nice spot for them. However, it does not seem to have gotten the necessary break through. (only 57k views)

 

I also liked the Gillette spot, that showed the darker side of how hard these athletes work. It narrowly missed my podium, because I think it will fit in, more than it will stand out. Fits nicely with the “The Best a Man can Get” brand idea. Well done.

 

To read more on Marketing Execution, have a look at our workshop presentation.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands

GR bio Jun 2016.001

 

 

 

 

 

 

 

 

 

 

 

 

Train your brain to change speeds

Posted on Leave a commentPosted in How to Guide for Marketers

Most Marketers seem to take pride in how fast their brains can work. They run from meeting to meeting, making snap decisions, pointing at people and saying, “make that happen.” I bet if they closed their glass door, put their feet on their desk, grabbed a pen and looked up at the ceiling, most people walking past their office would think they have either lost their mind or they are crafting their resignation letter. These Marketers have no time in their schedule to slow down and think strategically.

Strategic Thinking 2016.014The best Marketers can change brain speeds. They can think slowly with strategy, going beneath the surface to understand the issues. The strategic Marketers see ‘what if’ questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out in the future. They take time to reflect and plan before acting, moving in a focused efficient way. The best Marketing brains can change gears as they move to execution, thinking quickly and opening up their instincts. The instinct Marketers see answers before even knowing the right questions, using emotional instincts and gut feel impulses. They can’t explain why they like something. They just do. Any delays frustrate them, believing that doing something is better than nothing at all. This “make it happen” attitude gets things done, but if they go too fast, their great actions risk solving the wrong problem. The balance comes when the best Marketers know when to be strategic and when to use their instincts.

Slow your brain down when thinking about strategy.

When you map out your strategy, start by thinking about the long-term perspective of where the brand can go, with a vision that should scare you a little but excite you a lot. You have to question everything in the way of achieving your vision, looking at drivers, inhibitors, risks and opportunities. Take the time to observe, assess, question and consider every element that can impact your business. Constantly analyze and assess the potential changes happening with consumers, competitors, technologies, media and distribution channels that could impact the health and wealth of your brand. Only then, can you get to the strategies, which are really just the answers to the questions that your situational analysis and key issues have raised. Write a very focused strategy, making very tight choices for the target market, brand positioning and main messages.

Strategic Thinking 2016.017To slow your brain down, it may require an escape from the day-to-day rigors of the job. Book a few strategic meetings with yourself to change brain speeds during the day. Open up your brain as the best strategic thoughts may come driving home after work, going to the gym, watching movies or strolling around the block with your kids. Rarely will your best strategic thoughts come to you, while sitting at your desk, in front of your computer, with PowerPoint open to slide one.

Speed your brain up when it comes to execution.

When you move to the execution stages of Marketing, you have to reach deep for your gut, as it is easy to lose your instincts due to the pressures of the job. Allow the creative process to unfold, as you always hold the power of decision. I have seen too many Marketers treat a creative meeting like a press conference with rapid-fire strategic questions and made up concerns. They completely over-think everything and destroy the creative spirit.

Strategic Thinking 2016.021

Be in the moment. Relax, smile, have fun, stay positive. When your agency shows you work, start by asking, “Do I love it?” If you do not love the work, how do you expect your consumer to love it? Do not cast every possible doubt and concern that can destroy creativity. If you get too tense, or too serious, it can impact the team negatively. Focus on your first impressions. Try to get in the shoes of your consumer, and see the execution as they would. As the client, you always have the option to reject an idea. So why not let the idea breathe a little and see if it can get even better. You can always kill it if it doesn’t. Do not let your strategic brain get in your way of seeing the power of the creativity. Only after fully vetting the work with your instincts should you then think about it strategically to see if it fits your brand. Think of execution like an amazing gift, that you never thought to buy yourself.

Go slow with strategy and fast with execution

To read more about brand strategy, here’s our workshop presentation that we run:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands

GR bio Jun 2016.001

Knowing where you are today helps you know your next strategic move

Posted on Leave a commentPosted in Beloved Brands Explained

One tool we use to help guide strategic choices is our hypothetical “Brand Love Curve” which is used to assess how tightly connected your brand is with your consumers. We believe that brands move along the curve through five phases, moving from Unknown to Indifferent to Like It to Love It and finally becoming a Beloved brand. The reason brands need to move along the Brand Love Curve is to leverage their increased connectivity with consumers, to become more powerful against all stakeholders in the market. With that added power, brands gain more profit through higher prices, efficient costs, share gains and a bigger market size.

Strategic Thinking 2016.098

Where you sit on the Brand Love Curve should guide your next major strategic move. At the Unknown stage, the strategy is about getting noticed in the market. For a brand at the Indifferent stage, where consumers have no opinion of your brand, brands should focus on establishing your brand in the consumers mind. Build an opinion about your brand, by taking a stand. At the Like It stage, where consumers see the brand as a rational choice, there needs to be strategic work to separate your brand from the pack and generate a following with a core group of consumers. At the Love It stage, focus on tugging at the heart-strings of consumers to drive a deeper connection with those consumers who love the brand. At the Beloved stage, continue the magical feeling of the brand and get loyalists to scream to their network on the brand’s behalf.

The unknown brand
At the unknown brand stage, the brand might be a completely new innovation, re-launch, hidden gem, small niche looking to expand, or entering into a new region or channel. Many new brands struggle to break through to reach consumers or build distribution with doubting retailers. Leadership team conflicts result in confusion around the value proposition, inconsistent messaging to consumers and everyone in the organization moving in different directions. Like any new launch, there is a risk of being seen as a product, not yet a brand idea. Too many times, companies at this stage fixate more on selling than marketing. There is a desperation for sales, no matter who buys or why they buy. This stage is where the heavy investment is needed to establish both brand awareness and distribution. Being seen as a commodity product, with no real separation from competitors, makes it hard to command a price premium. It is hard to generate efficiencies in selling and marketing.

The 3-point game plan for unknown brands: 1) Create a Big Idea to build everything around, both internally and externally. 2) Stay focused to maximize your limited resources: focused target, tight positioning, tight strategies, and limited activities—always focused on driving a return. 3) Find ways to passionately express your brand purpose as a rallying point, both internally and externally.

The four brand strategies that unknown brands should focus on are:

  • Brand Set up: Establish distribution, brand experience, purchase moment.
  • Launch: Enter market, building awareness with consumers, sales levels with channels.
  • Build core message: Establish niche benefit and a big idea that will establish a reputation.
  • Find early lovers: Build a small base of early adopters, who become fans to build upon.

The Indifferent brand
For Indifferent brands, these brands are likely too product-focused, not yet able to find way to separate the brand from competitors. The brands act like commodities. They suffer from very skinny brand funnels, with low awareness at the top of the funnel, with soft purchase, repeat and loyalty scores. These brands suffer from poor tracking scores on any marketing support programs. Without a big idea or unique positioning, it is difficult to break through with advertising or innovation. To keep selling, these brands becomes reliant on price promotions to drive volume, resulting in a profit margin squeeze. Lower volumes prevent these brands from reaching the needed economies of scale to drive down variable cost of goods. These brands are unable to gain new users or drive frequency. They have no power with retailers, unable to get their fair share of shelf space, display or price promotions. These brands are at risk of being delisted, if they fall below volume thresholds. Private label brands threaten their sales levels. These brands have lower payback on Marketing activities, making the marketing investment (advertising, innovation, in-store) difficult to justify.

The 3-point game plan for Indifferent brands: 1) Create a Big Idea to establish the brand’s uniqueness and build a reputation to stand behind. 2) Focus the brand’s limited resources on establishing a point of difference in the consumer’s mind. 3) More passion and risk into your work.

The four brand strategies that unknown brands should focus on are:

  • Mind Shift: Drive a new brand position or re-enforce current positioning
  • Mind Share: Draw more attention than competitors by being better or different.
  • New News: Launch something new or re-launch to appear new.
  • Turnaround: Focus energy on gaps, leaks in the brand’s execution.

Like It brands
Brands at the Like It stage doing a pretty good job in establishing itself on a rational level. However, without an emotional connection, these brands suffer from a lower than desired conversion to purchase. These brand looks healthy in terms of driving awareness and tracking scores, however the brand keeps losing to competitors as the consumer moves to the purchase stage. These brands usually require a higher trade spend to close that sale. This cuts into profit margins. An important tracking score to watch is “the brand seem different” helping to separate the brand from the pack. Without any emotional connection these brand get to a certain level and then face stagnant market shares. They make gains during Marketing support periods but face declines during the non-support periods. These brands appear content to hold onto their share and grow at the same rate as the category. In categories with high private label shares, if you focus too much on product ingredients and rational features, the consumer will start to figure out they can get the same thing with the private label at a significantly lower price.

Here is a 3-point game plan for Like It brands: 1) Leverage the brand’s big idea to connect emotionally. 2) Focus your resources on building a bigger following by converting awareness to purchases. 3) Build a culture of passion, where everyone loves the work they produce.

The four brand strategies that Like It stage brands should focus on are:

  • Drive Penetration: Bring in new consumers.
  • Drive Usage: Get consumers to use more/differently by building the brand into a routine.
  • Consolidation: Induce consumers to use the brand for more usage occasions.
  • Cross Sell: Persuade current consumer base to try other products within the brand.

Love It brands
Brands at the Love It stage start to see a higher emotional connection and a resulting power in the marketplace. Indicators include a strong conversion from purchase to loyalty. These brands are able to drive strong repeat and loyalty scores, as the brand becomes a routine or ritual. The brand is now seen as different and motivating. These brands see a strong overall brand funnel with an expanding user base and a strengthening usage frequency as the brand becomes part of the consumer’s routine. Highly responsive Marketing programs and tracking results means the brand can shift to more efficient spending with lower GRPs. The brand sees high adoption of new innovation, which allows the brand to continue to stretch the consumer towards the ideal brand positioning. High net promoter scores leads to high word of mouth recommendations, social media recommendations or positive on-line brand reviews (e.g.Yelp or Trip Advisor). These brands should be able to leverage their power with retailers and influencers. Even in a competitive market, a brand at the Love It stage should be able to gain share and widening their leadership stance.

The 3-point game plan for Love It brands: 1) Tug at the heart of those consumers who love the brand, helping build a community of Brand fans. 2) Shift to creating a brand experience that turns purchases into routines. 3) Turn the love for your work into a bit of magic for the consumer.

The four brand strategies that Love It stage brands should focus on are:

  • Experience: Shift from a product focus towards creating brand experiences.
  • Maintain: Re-enforce the brand strengths with your core base of brand fans.
  • Deeper love: Match the passion of your consumers, treating them extra special.
  • New Reasons to Love: Re-enforce messages to your most loyal users.

Beloved Brands
Brands at the beloved stage are the iconic leaders in their category. These brands have an extremely healthy and robust brand funnel with likely a near perfect brand awareness (over 95%), high conversion to purchase, with strong repeat and loyalty scores. These brands have good penetration and purchase frequency scores. Tracking results show immediate reaction to new marketing programs—high brand link on advertising and high trial rates on innovation. They usually have a dominant share position, at least in a specific segment. They have the power to take a dominant stance in the marketplace, squeezing out smaller brands and reducing the influence of key competitors. These brands have strong net promoter scores and have cultivated a community of outspoken brand fans. Even competitive-users respect these brands, expressing a potential desire to switch in the future. These brands use their power with retailers, who provide preferential shelf space and use the beloved brand to drive traffic to their stores. Suppliers are willing to cut their costs in order to sign up the beloved brand as a customer. Even governments might offer special benefits. The beloved brand becomes an employer of choice for new talent who want to be part of the brand. The brand even has a power over the earned and influential media gaining efficient and impactful media and positive reviews. The brand becomes an asset, with high profitability. It becomes a good stock to invest in.

The 3-point game plan for beloved brands: 1) Focus on maintaining the magic and love the brand has created with the core brand fans. 2) Challenge and perfect the experience. 3) Broaden the offering and selectively broaden the audience.

The four brand strategies that Love It stage brands should focus on are:

  • Magic: Continue to surprise and delight loyalists.
  • Leverage Power: Drive financial value from the brand’s sources of power.
  • Attack yourself: Continue to assess and improve every aspect of the brand.
  • Use loyalists: Leverage brand fans to influence their network.

Knowing where you are sets up your strategic choices

While you will come up with your own uniquely written strategies, where you stand on the Brand Love Curve can help guide you as to the strategic choices you can make.

Strategic Thinking 2016.099

One strategic flaw I see in many brand plans is trying to drive penetration and usage frequency at the same time. This is a classic case of trying to get away with doing two things, instead of forcing yourself to pick just one. Consider how different these two options really are and you will see the drain on your resources from trying to do both. A penetration strategy gets someone with very little experience with your brand to likely consider dropping their current brand to try you once and see if they will like your brand. A usage frequency strategy tries to get someone who knows your brand already, to change their behavior in relationship to your brand, either changing their current life routine or substituting your brand into a higher share of occasions. By doing both, you will be targeting two types of consumers at the same time, you will have two main brand messages and you will divide your resources against two groups of activities that have very little synergy. If you decide that you are going to pick both to do at the same time, you have to stop telling people you are a strategic thinker. It is crazy to try to do both. Yes, in terms of digital media, you can find ways to target both. However, you are still dividing your budget out. Also, any strategy usually goes far beyond media. You should be thinking holistically about the brand story, product innovation, purchase moment and brand experience.

Strategic Thinking 2016.105

 

Knowing where you are today helps you know your next strategic move

To read more about brand strategy, here’s our workshop presentation that we run:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands

GR bio Jun 2016.001

How to lead a deep dive analysis on your brand

Posted on 1 CommentPosted in How to Guide for Marketers

Understanding the situation

Before we plan where to go next, we need to understand “Where are we?” today. We recommend a deep-dive business review that looks at everything connected to the business including the category, consumer, competitors, channels and the brand.

  1. Category: Start by looking at the overall category performance to gain a macro view of all major issues. Analytics 2016 Extract 3.001Dig in on the factors impacting category growth, including economic indicators, consumer behavior, technology changes, shopper trends, political regulations or what is happening in other related categories that could impact your own category.
  2. Consumer: Define your consumer target, digging deep on the consumer’s underlying beliefs, buying habits, growth trends, consumer enemies and key insights. Use a consumer buying system analysis and leaky bucket analysis to uncover how they shop the category and your brand. Uncover consumer perceptions through tracking data or market research.
  3. Channels: Look at the performance of all potential distribution channels and every major customer in the category. Understand your channel customer’s strategies, as well as the available tools and programs your customers have, so your brand can align your brand with each customer and find a pathway to success within each channel.
  4. Competitors: Dissect your closest competitors by looking at their performance indicators, brand positioning, innovation pipeline, pricing strategies, distribution and the perceptions of the brand through the eyes of their consumers. Map out a strategic Brand Plan for all major competitors to help predict what they might do next, and know how you might counter in your own brand plan.Analytics 2016 Extract 3.003
  5. Brand: Understand the reputation of your brand through the lens of consumers, customers and employees. Use brand funnel data, market research, marketing program tracking results, pricing analysis, distribution gaps and financial analysis. Look at the internal health and wealth (inside the company) as well as the external health and wealth of the brand (in the market place).

Brainstorm what’s going on. For each of the 5 sections, we recommend that you brainstorm a list of things that you think are are driving and getting in the way, potential opportunity areas and risks to avoid. Base these on your knowledge of the brand, what you might be hearing or seeing and what your instincts are telling you. Keep a running list and even use your hypothesis with others on your team to see what they think.

Drawing Conclusions

Narrow the brainstorm list down to top 3-5 “opinions” that you should list as your “straw-dog conclusion statements”. You need these statements to know where to begin looking. Look for the right data. For each of the statements, list out the information you need that will either support, alter or refute the straw dog statement. Using the data you find, look for breaks in the data and begin piecing together 2-3 main support points and with your new knowledge, begin to re-write the conclusion statement. Continue to modify the story, both the conclusions and support points as you will keep tightening the story.

To draw conclusions from the deep-dive review, you need to summarize the factors driving the brand, the factors holding the brand back and then lay out the risks and untapped opportunities. Below, you will see summary tool that lays out the top 3-4 points for each box.

Analytics 2016 Extract 3.006

  • What’s driving growth? Focus on the top factors of strength, positional power or market inertia that has a proven link to driving growth behind your brand. Your Brand Plan will be built on continuing to fuel these drivers.
  • What’s inhibiting growth? Focus on the top factors of weakness, unaddressed gaps or market friction that can be proven to be holding back the growth of your brand. Your Brand Plan should focus on reducing or reversing these inhibitors to your growth.
  • Opportunities for growth: Specific untapped areas in the market that would fuel future growth, based on unfulfilled consumer needs, new technologies on the horizon, regulation changes, new distribution channels or the removal of trade barriers. The plan should take advantage of these opportunities in the future.
  • Risk to future growth: Changing circumstances including consumer needs, new technologies, competitive activity, distribution changes or potential barriers to trade create potential risk to your growth. Build your Brand Plans to minimize the impact of these risks.

The simplicity of the deep dive analysis is that it provides a starting point for the issues, as you will want to find ways to continue or enhance the drivers, to minimize or reverse the inhibitors, to avoid or manage the risks and to take advantage of the new opportunities.

To read more about How to Lead a Deep Dive Brand Analysis, here is the presentation from our training workshop that with run for Brand Leaders.

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands

GR bio Jun 2016.001

Learn the 8 little secrets that will help Brand Leaders get better Marketing Execution

Posted on Leave a commentPosted in How to Guide for Marketers

There is a secret to finding the magic in the Marketing Execution of your brand. 

All of our work is done through other people. Our greatness as a Brand Leader has to come from the experts we engage, so they will be inspired to reach for their own greatness and apply it on our brand. Brand Leaders need to take a step back and let the creativity of execution unfold. I always say that is okay to know exactly what you want, but you should never know until the moment you see it. As the client, I like to think of marketing execution like the perfect gift that you never thought to buy yourself.  It is a unique skill to be able to inspire, challenge, question, direct and decide, without any expertise at all.

Marketing execution must get consumers to see, think, feel, act or scream differently than before they saw the execution. However, you can only do one at a time.
Marketing execution must get consumers to see, think, feel, act or scream differently than before they saw the execution. However, you can only do one at a time.

 

I have come to believe that there are some Marketers who are great at execution and many more who appear to be doomed for failure. One major separation in ok to great is the willingness to learn along the way. No one is great on their first campaign–in fact most of us suck the first time. However, being a good client takes experience, practice, leadership and a willingness to adjust. You can learn how to be a good client. One of the biggest things to learn is that your role is crucial to the process. An OK agency can do great work on a great client. But a great agency will fail with a bad client. The client actually matters the most. My challenge to all marketers is this simple phrase: If you knew that being a better client would make your execution better, could you actually show up better?  Would you show up better?

Here are the 8 little secrets for getting better Marketing Execution, that I have learned over my 20 years of Marketing. 

  1. Determine if the strategy can be executed. Develop a testable brand concept with with rational and emotional benefits, plus support points that you know are actually motivating. To read more on doing a brand concept click below:
    How to write a Brand Concept that will help you win

  2. Tighten your brief as much as you can. Narrow the target and add engaging insights that tell their story. Focus on the desired consumer response before deciding what your brand should say. Focus on one benefit and one message.Marketing Execution 2016.047
  3. Make it personal. Meet the creative team before the first creative meeting to connect, align them with your vision and inspire them to push for great work.
  4. Lower the pressure. Hold casual tissue sessions to narrow solutions before going to scripts.
  5. Stay big picture at creative meetings. Avoid getting into little details. Do that after the meeting. When giving direction, avoid giving your own solutions and but rather try to create a “new box” for the creative team to figure out the solutions.
  6. Take creative risks. Build your career by being the brand that will stand out by being different..
  7. Manage your boss at every stage. Early on, sell them, on your vision what you want. Then be willing to fight for great work at every step of the process.
  8. Try to be one of your agency’s favorite clients. Be the client that they “want to” work on your brand instead of being the one they “have to” work on your business. It really matters.

How we engage our experts can either inspire greatness or crush the spirit of creativity. Experts would prefer to be pushed than held back. The last thing experts want is to be asked for their expertise and then told exactly what to do. There is a fine line between rolling up the sleeves to work alongside the experts and pushing the experts out of the way. It is time to step back and assume your true role as the Brand Leader.

To read more about Marketing Execution, here is the presentation from our training workshop that with run for Brand Leaders.

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

GR bio Jun 2016.001

Nike has a history of dominating the Olympics, without paying a dime to the I.O.C.

Posted on Leave a commentPosted in Beloved Brands in the Market

 

article-0-146ECD57000005DC-749_634x354I am not the biggest fan of sponsoring the Olympics. Sponsors pay a ton of cash to IOC, to have a few signs in the stadium and for the right to pay double the value of the TV ads during the games.  Sure, you get a few good slots, but many bad slots as well. Yes, if you can get your ad near the 100m dash finals or the Basketball finals, then you might get the viewership of a Super Bowl. However, the Olympics has great viewer fatigue. We will find ourselves watching Sudan versus Malta in Fencing at some point around day 9, with our eyes in a slight fog, before we ask ourselves “What am I doing?” I have always thought,  unless you are a sponsor that is closely connected to the sporting events, is it really worth the price?

Following that logic, it should make sense for Adidas, right?  Adidas has been the long term Olympic sponsor and seems like the perfect fit. However, what Nike has been doing the past few games has been brilliant. Instead of paying the huge fees to the Olympics and the insane extra cost of TV ads, they decided to ambush the Olympics. In 2008, with the soaring heat in Beijing China, they knew that consumers would seek shelter in air-conditioned malls, where Nike dominated with massive signage and murals. Adidas was nowhere to be found. Nike also sponsored Liu Xiang, one of China’s most popular Olympic athletes. Respondents said that they wanted to buy Nike because they associated Liu’s success with the type of athletic gear he uses and they want to be like him.  Sounds like the impact of Air Jordan’s in America. The ambush was so successful that in a survey of who the main sponsor for sports equipment, 50% named Adidas and 40% named Nike. On top of that, Nike’s guerrilla warfare on the games of 2008 forces the IOC to chance the rules for Vancouver, saying that no one but Olympic sponsors could have any ads within 150 miles of Vancouver. That makes me love Nike even more, and hate the IOC even more.

This is Nike TV ad, which never mentions the Olympics, but sure walks that fine line of feeling like an Olympic sponsorship ad.

 

So fast forward to 2012 and Nike was at it again.  When the Team USA men’s basketball team is playing, Nike’s Jordan brand was live-tweeting about the game with sporadic tweets that  contain pre-planned brand content and links. Nike also released a campaign about “London”, not just about London England but all the London’s around the world. Again, this walks a fine line in giving the impression that they are an Olympic sponsor.

 

Nike also won the prize for the most memorable ad of the 2012, with an amazing piece of creative that speaks to how the average person feels about running. It featured a 12-year old from London Ohio, filmed with one shot against a voice over. And yet it is extremely creative and inspiring. This is not a super human. This is what average looks like. Here’s a kid that’s 5 foot 3, 200 pounds, trying to get in shape. Not for the games of 2024, but just to get in shape. We can all relate to this kid. None of us are going to the games, but we can each push ourselves to get a bit better and find our own greatness. This is one of my favorite ads of all time.

 

It will be interesting to see whether Nike will have success with the Rio games. While Adidas holds the main sponsor role, Nike will outfit the US Olympic team. Do you find that there is just such advertising clutter and confusion over sponsors that Nike would be granted relative sponsorship status without doing anything?  Although social media was important during 2012, it is now arguably the most crucial platform for brands to showcase their participation. This is perfect for Nike, who is one of the most Instagrammed brands in the world, with over 50 million followers on Instagram, compared to Adidas, with under 10 million. Facebook, however, appears to level out the playing field, with both brands almost on a par in terms of “Likes”. Developing creative content for social media will go a long way in appealing to the core millennial demographic and encouraging consumer engagement. The peace is on.

 

What’s your view?

 

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

 

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands. 

GR bio Jun 2016.001

The vital elements of building a beloved brand

Posted on Leave a commentPosted in How to Guide for Marketers

Modern Brands fight for a place in the consumers mind and heart. In the new economy, Brand Love is the currency, with marketing shifting to building big ideas, leveraging purpose-driven story telling, creating experiences, managing ubiquitous purchase moments and steering the brand’s reputation. The most loved brands are based on a big idea that consumers connect with, yet that idea has to reflect the brand’s soul. The idea provides a clear purpose and set of values to create an organizational culture of people who live the brand and deliver an amazing brand experiences that exceed any expectations. These brands are developed through observation of consumers, with innovation that beats down an identified consumer enemy that torments them every day. The growth comes from finding those consumers who are already motivated by what the brand does, and they are made to feel part of brand, they desire it, crave it and are outspoken fans of it. Instead of shouting at consumers, these brands confidently whisper to their most loyal fans, who then whisper with influence to their friends. These brands don’t just fight for a place in the mind, they fight for a place in the consumers heart.

Creating Beloved Brands 2016.006

Everything has to start with the consumer

Instead of figuring out who you want, focus on who wants you!!! As Brand Leaders, our days get busy, running from meeting to meeting, trying to deliver our numbers, gain share and hit our forecasts. We have a few new products that are long over due and now we’re trying to make the most of them. Finance has found a potential cost savings from the plant but it’s unsure if it will be off-set by a one time surcharge. We have a presentation at Wal-Mart next week and think we’ll walk away with a new listing. We have a new claim from the R&D team that we think delivers superiority versus our closest competitor. And finally, we have the go-ahead to do a new ad, but we think our senior managers will insist that we make the ad to their exact requirements and that it delivers their new vision statement. This is an average day in marketing. Except, we have not thought once about the consumer.  Maybe that’s the norm when we get so busy or face pressures to make the numbers.  I always like to ask Brand Leaders: “Do you represent your brand to your consumer or do you represent your consumer to the brand?” It’s an important question as to your mindset of how you do your job. My challenge to you is to start thinking like your consumer and be their representative to your brand. Know everything about your consumer, the little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Consumer insights are a competitive advantage that enable brands to connect on a deeper emotional level, showing your consumer that “WE GET YOU” so they stop and listen to your brand’s promise, story, innovation and experiences that you create along the pathway to becoming a beloved brand. You will notice that the work gets better, you will see clearer paths to growth and you will start to create a brand that the consumer loves rather than just likes. When this happens, sales go up and the P&L spits out higher profitability. Because the more loved the brand, the more powerful position it occupies and the more profit it can generate from that source of power. The best Marketers always start with their consumer in their mind.

Dare to be different

Our brand love curve has four phases that moves from Indifferent to Like It to Love It and finally to Beloved. The worst thing you could be is ‘indifferent”, where you are basically a commodity. No more connectivity to your brand than the product itself. By the very nature of the definition, you need to be seen as different to move along the curve. The best brands own the zone where they are different by matching up their strengths to the needs of consumers better than anyone else can.

Positioning 2016.012

Looking at the Venn diagram above, we map out what the consumer wants, what your competitor does best and what you do best. The winning zone for your brand to play in is the match up where consumers want what you do best. The losing zone is to play where consumers want it, but your competitor does it better than you. As we are maturing in the marketing, it is harder and harder to come up with a definitive win, so that is where you can win the risky zone by being different, being faster to market, winning with meaningful innovation or building a deep emotional connection. The key to be seen as unique, not just for the sake of it, but to match up what you do best with what the consumer is looking for. Sadly, I do have to always mention the dumb zone. This is where two competitors “battle it out” in the zone the consumer does not care about. As a brand, you have four choices: better, different, cheaper or not around for very long. Which would you choose?

Build everything around a Big Idea

The best brands use a Big Idea to help explain themselves in 7 seconds, and use that Big Idea to help extrapolate that same brand story into 60 seconds or even 30 minutes, depending on the situation. In a crowded branded marketplace, Big Ideas help simplify your brand message so it’s easily understood and remembered, own-able in the customers’ mind and heart and motivating enough to change consumer beliefs and behavior. This should reflect your inner purpose and brand DNA, helping to manage and shape the desired external reputation.

Creating Beloved Brands 2016.055

Align everything in your organization around the Big Idea

Build your brand around a big idea that’s simple to understand and big enough to create a lasting impression with consumers. Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper. Use your brand story to motivate customers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. You need a fundamentally sound product, with innovation that keeps your brand at the forefront of trends and using technology to deliver on your brand promise. The purchase moment is where customers move through the purchase cycle and use channels, messaging, processes to make the final decision. Turn the usage of your product into an experience that becomes a ritual and favorite part of their work life so that your customers always turn to you first.

Creating Beloved Brands 2016.069

 

Breakthrough Focus

The best brands align their limited resources to distinct breakthrough points, that move consumers along the brand love curve towards their vision. Marketers have limited resources…investment, people, time and partnerships. The problem is that when Marketers go to apply those resources, they have unlimited choices for target market, brand messages, strategies and executional activities. The best brand leaders force themselves to focus by using the word “or” more than they use the word “and”. Too many Marketers come to a decision point that requires focus, they try to justify a way to do both. Don’t tell yourself that you are good at making decisions if you come to a decision point and you always choose BOTH. Strategic Marketers never DIVIDE and conquer. They make choices to FOCUS and conquer.

When you focus, five miraculous things happen for you:

  1. Better return on investment (ROI)
  2. Better return on effort (ROE)
  3. Stronger reputation
  4. More competitive
  5. More investment behind brand

Show passion daily

The best brands instill passion in their execution that creates breakthrough ideas that surprise and exceed consumer expectations, becoming a favorite brand of the consumers.  Our greatness as a Brand Leader has to come from the experts we engage, so they will be inspired to reach for their own greatness and apply it on our brand. It is a unique skill for a Marketer to be able to inspire, challenge, question, direct and decide, without any expertise at all. “I love it” is the highest bar for great work and exhibiting the passion to get to that standard will certainly make people want to work with you.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

Beloved Brands Training program

At Beloved Brands, we promise to make your team of BRAND LEADERS smarter, so they produce smarter work that drives stronger brand results.

  • How to think strategically: Strategic thinkers see “what if” questions before seeing solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • Write smarter Brand Plans: A good Brand Plan provides a road map for everyone in the organization to follow: sales, R&D, agencies, senior leaders, even the Brand Leader who writes the plan.
  • Create winning Brand Positioning Statements: The brand positioning statement sets up the brand’s promise to the consumer, impacting both external communication (advertising, PR or in-store) as well as internally with employees who deliver that promise.
  • Write smarter Creative Briefs: The brief helps focus the strategy so that all agencies can take key elements of the brand plan positioning to and express the brand promise through communication.
  • Be smarter at Brand Analytics: Before you dive into strategy, you have to dive into the brand’s performance metrics and look at every part of the business—category, consumers, competitors, channels and brand.
  • Get better Marketing Execution: Brand Leaders rely on agencies to execute. They need to know how to judge the work effectively to ensure they are making the best decisions on how to tell the story of the brand and express the brand’s promise.
  • How to build Media Plans: Workshop for brand leaders to help them make strategic decisions on media. We look at media as an investment, media as a strategy and the various media options—both traditional and on-line.
  • Winning the Purchase Moment: Brand Leaders need to know how to move consumers on the path to purchase, by gaining entry into their consumers mind, help them test and decide and then experience so they buy again and become a brand fan.

GR bio Jun 2016.001

It is essential that every brand have their own Brand Strategy Roadmap

Posted on Leave a commentPosted in How to Guide for Marketers

While Marketers can own what you say, it is the consumer who decides what they hear, what they think of your brand and how the brand makes them feel. If only it was as simple as a one-to-one conversation all the time. Consumers have to digest the many messages that come from the brand, whether those messages come through the brand’s promise, the brand story, the innovation, the purchase moments or the overall brand experience.

Brand Management has been built on a hub-and-spoke system, with a team of experts surrounding the generalist Brand Leader. As the Marketer never has a direct conversation, it takes the work of sales, R&D, HR, retailers, partners and agencies. All of our work is done through other people. Our greatness as a Brand Leader has to come from the experts we engage, so they will be inspired to reach for their own greatness and apply it on our brand.  There could be hundreds of people that may deliver your messages to the consumer or if your brand is large, it would take thousands and thousands could deliver that brand message.

Is everyone saying the same thing? Is everyone focused on the same core strategies?  If not, then using a brand strategy roadmap on one page can help align everyone that works on a brand. When I am giving a talk, I always ask “does your company ever use the phrase, we all have to get on the same page?” Every place I have ever been says “yes”. I then ask “do you have the page in front of you?”  Because you should. Getting a brand strategy roadmap on one page will help the brand leader to control what’s being said. While you might be the only person not having the direct contact with the consumer, you have to be the only one controlling what the many people in your organization are saying.

This aligns the elements of the longer term vision, purpose and values that help shape the longer term brand with the core strategies of the next few years, with the overall big idea and how that impacts each of the consumer touch-points.
Note: The Brand Strategy Roadmap aligns the elements of the longer term vision, purpose and values that help shape the longer term brand with the core strategies of the next few years, with the overall big idea and how that impacts each of the consumer touch-points.

 

The homework behind the Brand Strategy Roadmap 

The Brand Strategy Roadmap combines our basics of the Strategic Plan with our Brand Idea Map where we take the brand’s big idea and show it lines up across the 5 consumer touch-points and the long-term Brand Plan elements.

Big Idea Map

As we map out how consumers buy and experience brands, we have created 5 main consumer touch-points that will impact their decisions on whether to engage, buy, experience and become a fan. Our five consumer touch-points we use are:

  1. Brand Promise: Brands need to create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper.
  2. Brand Story: Use your brand story to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers.
  3. Innovation: Fundamentally sound product, staying at the forefront of trends and using technology to deliver on your brand promise.
  4. Purchase Moment: The moment of truth as consumers move through the purchase cycle and use channels, messaging, processes to make the final decision.
  5. Brand Experience: Turn the usage of your product into an experience that becomes a ritual and favorite part of their day. 

To ensure a consistency in how consumers view your brand, whether that is the first touch-point or the most recent, all 5 touch-points should be aligned under the brand’s Big Idea.  

We use the brand's Big Idea to leverage across the five key touchpoints: Promise, Story, Innovation, Purchase Moment and Brand Experience. This helps align every functional group that supports the brand.
Note: The Big Idea Map uses the brand’s Big Idea to leverage across the five key touchpoints: Promise, Story, Innovation, Purchase Moment and Brand Experience. This helps align every functional group that supports the brand.

Strategic Plan Elements

  • Vision: What do you want your brand to be in the next 5-10 years? Vision gives everyone on the brand a clear direction, it should be measurable (quantitative) and motivating (qualitative). It should push you so much that it scares you a little, but excites you a lot.
  • Purpose: Why does your brand exist? Keep asking yourself why you do this, to find the personal motivation hidden in the brand. Articulating your purpose can be a very powerful way to connect with both employees and consumers, giving your brand a soul.
  • Values: core beliefs of the brand that shape the organization as to the standards, behaviors, expectations. The brand has to be able to stand up to and consistently deliver each value.
  • Goals: What do you need to achieve? Specific measures of brand health and wealth, related to consumer/customer behavioral changes, metrics of key programs, performance targets or milestones on the pathway to the vision. It’s the brand scoreboard.
  • Key Issues: What is getting the way from achieving your vision/goals? Deep analysis highlights what’s driving and holding brand back, as well as future risks and untapped opportunities. Issues are asked as a question to provide the problem to which strategies become the solution.
  • Strategies: How can we get there? Strategies are the “How” you will win the market. Choices based on market opportunities, using consumers, competitors or situational. Strategies should have a pin-pointed focus providing a breakthrough on the pathway to the brand vision.
  • Tactics: What do we need to do to execute the strategy? Framed completely by strategy, tactical choices deploy your limited resources against brand projects, the most efficient way to drive a high ROI.

Here’s what Apple’s draft of their strategic plan looks like:

Brand Plans 2016.120
Note: Each of the strategic elements of the long-run strategy takes work with the brand team. It all starts with the vision and purpose to help guide the plan. Then we use a brainstorm of everything in the way of the brand vision to map out all the issues, narrowing down to the biggest Key Issues. From there, we use strategy and tactics to then address those issues.

 

Use your Brand Strategic Roadmap to gain agreement, make focused decisions and  keep everyone aligned

 

 

To learn more about writing strategic brand plans, read our presentation from our Brand Planning workshop.  If you have interest in running a workshop for your team, please contact us.

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands

GR bio Jun 2016.001

Airbnb nails the brand experience marketing better than the rest

Posted on Leave a commentPosted in Beloved Brands in the Market

bnb_billboard_01-2000x1125I have always been a traveller, more than a tourist. I would love to live everywhere in the world. I don’t need a hotel. Back in the 1990’s, I figured out that it was better to rent a place for a week, and live there, not really just visit. However, this is completely pre-technology. My first venture was in Peebles Scotland, where I found an amazing place through the classified section of the newspaper. Do you even know where Peebles is?  I didn’t until I saw the wee little classified ad in the Toronto Star. I then met the person, saw photos and hand them cash. I had an amazing time. The flat was the top half of a house, in a small village 30 minutes south of Edinburgh. Then throughout the 1990’s, I found a place in Menton, France, then Brugges Belgium, then Igls, Austria and finally, Whangarei, New Zealand. Still no technology. It was not really easy finding these gems around the world. It was like finding a needle in a haystack. But, ever so rewarding when I did find them. I’ve been so lucky to have stayed in so many great places.

Airbnb takes all the hard work I was doing and puts it right in front of the consumer. Screen Shot 2016-07-18 at 6.44.58 AMYou can sort by city, even down to the neighborhood, sort by the type of residence, specify a few needs (e.g. wifi) and then put in your price range. With most, you can see 15-20 photos to give  you an idea. You can also see reviews, but they need help in that department to ensure honesty.  (e.g. It looks like everyone hands out 4’s and 5’s). You make your choice, select the dates, provide government I.D. to ensure it is really you and then off your offer goes to the owner. Moments later, or when they wake up, the reply saying yes. There is a bit of hunting that goes on, but it is so much easier than everything I used to do. My next trip is to Australia later in the year, with a beach front condo in Bondi Beach in Sydney for a week and then we have a harbor front view booked for Cairnes. Just perfect. So much easier booking with Airbnb.

Don’t just go there. Live there.

Airbnb has nailed the creation of the big idea of “Don’t just go there. Live there.” It replaces their original big idea of “Imagine a world where you can belong anywhere”, which felt a bit dreamy and disconnected from the reality of the product they were offering. Airbnb’s own data says that 86% of the consumers who use Airbnb are  pick the platform because they want to live more like a local. Exactly the same reasoning I was looking up places in newspapers. That insight of living rather than visiting inspired the brand’s latest and largest marketing campaign, “Live There.”

At Beloved Brands, we have created a model that shows how to take your big idea down to every part of your business through 5 consumer touch-points: brand promise, brand story, innovation, purchase moment and the consumer experience.

Positioning 2016.080
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While Airbnb has created a great experience with their system, they are taking it a step further with their advertising and their smart use of partnerships around the world to express the brand’s point of difference versus hotels. The latest advertising really caught my attention as they nailed the insight that speaks to those of us who want to live there. According to Airbnb, 52 percent of these younger-minded U.S. travelers find crowds at major tourist attractions to be more stressful than doing a tax return, while 47 percent don’t like to be labeled as tourists when they go to a new place. Such an arresting spot.

 

 

In a partnership with the Art Institute of Chicago, they were able to recreate Van Gogh’s famous bedroom to be rented for $13 a night on Airbnb. While it showcases the museum, for Airbnb, it really brings their brand experience to life, saying anything is possible.

ct-van-gogh-room-airbnb-photos-20160210

 

Next, to embed the brand experience through the culture, Airbnb built their new office in Singapore around the actual homes on Airbnb to showcase the vast diversity of destinations on offer through the community-driven platform. These include an apartment in Batignolles, Andy Warhol-inspired art loft in Bangkok, a caravan in Cornwall, a villa in Kuta, amongst others.

AirbnbOffice_Singapore_Bangkok_BetonBrut

 

“Airbnb has never been a traditional workplace. At Airbnb, we want to create the sense of travel when we welcome people into our office,” said Airbnb Asia-Pacific regional director Julian Persaud. “Simply having photos of unique accommodation and far-off places are not enough, we want our employees and guests to experience the feeling you get when you travel.”

AirbnbOffice_Singapore_Auckland

 

As a sports fan, Airbnb partnered with the Air Canada Center in my hometown of Toronto to provide an amazing experience for a couple. They converted one of the executive suites at the arena into a place to stay for a couple. They saw a hockey and basketball game, then skated on the ice and shot on the court. Have a look:

 

 

What can you do to bring your brand experience to life?

To read how to create a beloved brand, read the following presentation:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911.You can also find us on Twitter @belovedbrands.

GR bio Jun 2016.001