“Beloved Brands is the best marketing training that I have ever attended!”

Our Beloved Brands Marketing Training program

“In all the marketing training I’ve attended during my time at Hershey, I have never seen my colleagues stay so engaged throughout the day. The brand management training from Beloved Brands equipped our marketers with the right tools for their jobs."

Erin Grosberg,
Marketing Excellence, Hershey’s

Is your marketing team falling short of your expectations? Our marketing training will help!

It's time to elevate your marketing team's performance with our Beloved Brands Marketing Training program.

  • Essential Marketing Skills: Our marketing training makes your marketers smarter with brand analytics, strategic thinking, brand positioning, brand plans, and marketing execution. With our brand management training, you will see stronger results. 
  • Push to be better: We use real-life case studies and examples for your marketers to follow so your marketers can see the level they should deliver.
  • Train-and-deliver: We use workbook experiences to get your marketers to apply every new tool, method, and skill directly to the brand they work on. 
  • Coaching with a VP in the room: Simulates the pressure to deliver best-in-class versions of business reviews, brand positioning presentations, brand plans, and creative briefs. We provide detailed feedback to help them improve. 
  • Tailored Training Programs: We provide specialized marketing training tailored to different business models, including Consumer, B2B, Retail, and Healthcare brands, using specific examples that highlight the unique challenges and opportunities.

Our comprehensive Brand Management Training is designed for teams that need a boost with the marketing fundamentals.

"Though my colleagues can be a tough crowd to impress, Graham has received stellar marks from them. The entire marketing department is now engaged with Beloved Brands tools, books, and materials."

Robert Loggins
HR Director, Bush Brothers Company

Contact Info for Graham Robertson the author of Beloved Brands

Our Marketing Training program

To view, use the arrows to see our Beloved Brands Marketing Training program video.

At Beloved Brands, we teach how the best marketers use brand analytics, strategic thinking, brand positioning, brand plans, and marketing execution.

1. Brand Analytics

When marketers don’t go deep enough on brand analytics they miss the underlying issues facing the brand.

Our Marketing Training teaches how the best marketers use analytical skills to create a deep-dive business review with conclusions about what’s going on with the marketplace, consumers, channels, competitors, and brand. Marketers must use analysis to discover their brand’s unique underlying situation to set up strategic thinking. The analytics identifies the growth accelerators that will make your investments move faster, inhibitors that will hold them back, opportunities to take advantage of, and threats to avoid.

The brand analytics skills we build through our marketing training.

  • To start, your marketers will understand all brand data sources and knowledge—market share, funnels, consumption, qualitative, VOC, and financials.
  • Next, they will dig deep into data and draw out comparisons and insights to build an analytical story that sets up the business problem to solve.
  • Most importantly, they will learn how to lead a best-in-class 360-degree deep-dive business review for the brand that identifies the key issues that set up the strategies.
  • Finally, we show how to write analytical performance reports that outline the strategic implications of in-market consumption and sales performance.

To illustrate, click above to see the brand management training tools we use for brand analytics.

"Graham puts the marketing training in the context of the marketer's own businesses, resulting in the real-time application. The strategic thinking training got my people to see the 'what if' questions before jumping to solutions."

Doug Rozon
Director of Marketing, Henkel

2. Strategic Thinking

When your marketers jump straight to tactics, they miss the underlying issues that are hurting the brand.

Our Marketing Training teaches how the best marketers use strategic thinking to understand your brand’s unique circumstances. Our Strategic ThinkBox helps them ask challenging questions about 1) the brand’s core strength, 2) the consumer bond the brand has built, 3) the competitive dynamic, and 4) the business situation. The best marketers focus their limited resources on building capabilities to deliver a market impact that leads to an identifiable performance result.

The strategic thinking skills we build through our marketing training.

  • First, your marketers will take a holistic view that determines your brand’s core strength, consumer bond, competitive dynamic, and business situation.
  • Next, they will slow down to think strategically, coming up with the most challenging, interruptive questions before reaching for solutions.
  • Most importantly, we show how to structure smart strategic decisions that line up with a vision of a better future for their brand. They will learn how to invest in building strategic programs, identify focused accelerators that make the investment work harder, and deliver a market impact that leads to a desired performance result. 
  • Finally, they will articulate the strategy throughout the organization to ensure everyone working on the brand can understand and deliver against it.

To summarize, click to zoom in on our brand management training tools. 

"Graham re-trained me on the marketing funnel analysis, how to write a succinct, tight, and compelling brief, how to never settle for "okay" work, and how to become your agency's favorite client. Lessons that have shaped the way I lead. After working with Graham, I saw a transformation in how I operated and led teams. The team flourished. And I can guarantee any team working with Graham would experience the same results."

David Hersh
Vice President of Brand and Marketing
President's Choice Financial

3. Brand Positioning

Too many times, brands try to be everything to anyone they end up being nothing to everyone.

Our Marketing Training teaches how the best marketers use conceptual thinking to create the ideal consumer profile adding moments of accelerated needs, underlying consumer insights, and enemies that torment them. They build the brand positioning statement balanced with functional and emotional benefits. Then, they use an organizing brand idea to steer everyone who works on the brand.

The brand positioning skills we build through our marketing training.

  • To start, your marketers will define an ideal target market (consumers, users, shoppers) framed with accelerated needs, consumer insights, and enemies.
  • Then, they will learn to use our functional and emotional cheatsheets, with 100 keywords to build the brand positioning around, to help them turn product features into the ideal functional and emotional consumer benefits.
  • Most importantly, we will show how to find a winning brand positioning space that is own-able for the brand and motivating to your target, summarized with a brand positioning statement.
  • Finally, they will develop a brand idea that can steer how the brand shows up to every touchpoint and organize everyone who works on the brand to deliver.

To illustrate, click to zoom in on our brand management training tools. 

"Beloved Brands challenged and lifted our current strategic thinking. Graham provides intuitive templates and tools to let the teams implement and test-drive their marketing programs. Then, he follows up with crisp, constructive feedback to ensure the strategic thinking really sinks in."

Frederik Klaarenbeek
CMO, C&D Technologies

4. Brand Plans

When your marketers try to do too many things in their brand plan, none have enough resources to make an impact.

Our Marketing Training teaches how the best marketers use planning skills to write a strategic plan that defines how to invest their limited resources to build capabilities that drive growth. They establish a vision, purpose, values, and goals that define a better future. And they find key issues of what’s in the way with detailed strategies and execution plans to guide everyone who works on the team.

The brand plan skills we build through our marketing training.

  • First, your marketers will translate smart, strategic thinking into key issues and strategic statements that form the foundation of the brand plan.
  • Next, they will make decisions on all elements of a smart brand plan, including the vision, purpose, values, goals, issues, strategies, and tactics.
  • Importantly, your marketers will learn how to be stronger in writing and presenting the brand plan to senior management and across the organization.
  • Finally, they will develop smart execution plans—communication, sales/retail, and innovation—that deliver against the brand strategies.

To summarize, click to zoom in on our brand management training tools. 

"Graham worked with me to create new creative briefing templates and then train the team to build them effectively. It was informative and game-changing for the team."

Melissa Gosling
VP Marketing, A & E Networks

5. Marketing Execution

When the marketing execution is not organized and aligned to the strategy, everyone who executes ends up operating in silos.

Our Marketing Training teaches how the best marketers use instinctual thinking to help make decisions on any execution that goes to the market. The best marketing execution focuses on the target, fits with the brand, delivers the main message, and stays on strategy. They write smart, emotional, creative briefs that inspire experts to deliver their best work. They make smart decisions when it comes to creative advertising, media investment, new product innovation, and in-store marketing. And, they work well with agency partners, product development, and the sales team.

The marketing execution skills we build through our marketing training.

  • First, your marketers will lead any marketing execution project using our Marketing PlayBox and checklists to make smarter and more creative decisions on advertising, innovation, and in-store.
  • Importantly, they will write strategic, consumer-focused, and thorough creative briefs to steer and inspire great work from experts, plus guide your decisions.
  • Your marketers will learn to partner with experts to inspire greatness from the teams of experts to deliver great work.
  • Finally, they will make smart and creative decisions backed by an OmniChannel mindset to deliver the strategy and tighten the bond with your consumers.

To summarize, click to zoom in on our brand management training tools. 

To view, use the arrows to see our Beloved Brands Marketing Training program brochure.

Contact Info for Graham Robertson the author of Beloved Brands

Marketing Training Client Feedback

Bush Brothers Company

As a former marketer, I followed Graham for years and was just waiting for the right opportunity to introduce him and the Beloved Brands concepts to a broader audience at Bush Brothers. That happened for us in 2020 when he conducted a series of training sessions for the Marketing Team.
Though my colleagues can be a tough crowd to impress, Graham has received stellar marks from them. From top to bottom, the entire department has been engaged with Graham's Beloved Brands books and materials.
Furthermore, the training concepts have positively impacted our business planning and internal communication processes. I highly recommend Graham
Brand Training client comment
Robert Loggins
HR Director, Bush Brothers Company

Hearth & Home

The team at Hearth and Home Technologies had the opportunity to work with Graham on Beloved Brands management and strategy planning. Graham went above and beyond to help us think about brand management differently.
During the course of four days, we learned marketing skills that will help bring our portfolio of brands to the next level.
Moreover, Graham makes learning fun while leading the conversation with relevant thought leadership.
He’s a valuable resource and a true business partner. I highly recommend Graham to any business looking to position and elevate brand strategy.
Brand Management Training
Jackie Schneider
VP Marketing, Hearth & Home Technologies

Hershey's

In all the training I’ve attended during my time at Hershey, I have never seen my colleagues stay so engaged throughout the day. I received feedback that they found the material to be spot on, delivering the right type of training and equipping us with the right tools.
Above all, they found Graham to be an engaging and approachable presenter. I really appreciated how Graham brought his real-life work experiences into the dialogue as it helped establish instant credibility.
Brand Training client comment
Erin Grosberg
Marketing Excellence, Hershey’s

Henkel

Beloved Brands created and delivered a custom training program to meet the developmental requirements of a diverse team of Marketers.
Graham puts the training in the context of their own businesses, resulting in the real-time application of the training modules. His philosophies push strategic thinking and get people to see the “what if” questions before jumping to solutions.
Most importantly, Graham challenges you to think differently making each Marketer better.
Marketing Training
Doug Rozon
Director of Marketing, Henkel

President's Choice

“I thought I knew how to write creative briefs and judge creative work. That all changed when I started to work with Graham. As an educator and mentor, he re-trained me on the marketing funnel analysis, how to write a succinct, tight, and compelling creative brief, how to never settle for "okay" work, and how to become your agency's favorite client. Lessons that have shaped the way I lead.
After working with Beloved Brands, I saw a transformation in how I operated and led teams. My team flourished. And I can guarantee any team working with Graham would experience the same results.”
David Hersh, Marketing Training testimonial
David Hersh
VP Marketing, President's Choice Financial

C&D Technologies

"Graham made a deep, lasting impact on our marketing teams. Beloved Brands stands out because it challenged and lifted our strategic thinking.
Graham provides intuitive templates and tools to let the marketing teams implement and test-drive their marketing programs. Then, he follows up and provides crisp, constructive feedback to ensure the famous five elements of strategic thinking really sink in. The marketing training is lively, sprinkled with real-life examples of good and bad strategic thinking, marketing execution, and business impact. If you decide to work with Graham, you’ll find it’s highly engaging and a great way to build your team."
Frederick Marketing Training Testimonial
Frederik Klaarenbeek
Chief Marketing Officer, C&D Technologies

Marketing Training Client List

Our track record features many iconic brands across a spectrum of industries. We’re proud to have served market leaders and innovators alike, from the athletic prowess of the NFL Players Association, Reebok, and the NBA. Our work has reached the exploratory spirit of National Geographic, Shangri-La Hotels, Carnival Cruises, Rocky Mountaineer, and G Adventures. 

We have done work with healthcare giants like the Mayo Clinic, AstraZeneca, Pfizer, and J&J. As well, we have fueled the strategic ambitions of tech-forward firms like Slack, Hotel Engine, and Indeed.com. Moreover, our client list includes consumer names like Post cereal, Dr. Pepper, Keurig, Hershey’s chocolate, Bush’s Beans, Jack Links, Smirnoff, Miller beer, and Honda.

Our reach extends to 30 countries internationally, having executed projects across North America, Europe, Africa, Asia, the Middle East, and Oceania.

Mini MBA brand management Marketing training or Brand management training

The NFL Players Association team took our brand management training program.

Our Beloved Brands playbook supports the concepts in our marketing training

Beloved Brands playbook

With Beloved Brands, we will challenge your thinking on strategy, positioning, plans, creative briefs, advertising decisions, product innovation, analytics, and finance.

Learn how to run the creative execution process, starting with how to write an inspiring creative brief and then how to make decisions to find smart and breakthrough work. We demonstrate new methods for analyzing their brand’s performance so they can lead a deep-dive business review. We review all the financial formulas they need to know to run their business. 

What type of marketing are you in?

Our brand management training programs are offered in three streams.

  • Consumer Marketing.
  • Healthcare Marketing.
  • B2B Marketing.

 

To help the participants, we use relevant brand examples for each of our marketing training programs. We believe they learn better when marketing concepts are applied to a brand like theirs. As a result, it makes it easier for them to understand and apply their newly developed skills to their own business. 

We believe marketers learn best when they see our marketing concepts applied to brands that look like theirs. We have developed specific consumer, B2B, and healthcare examples to showcase our marketing tools. Click on the icon below to choose your interest area.

Consumer

B2B

Healthcare

Click on the X to expand to full screen, and use the arrows to advance the slides.

Mini MBA brand management Marketing training or Brand management training

The Goody marketing team in Saudi Arabia took our brand management training program.

Marketing Training Brand Management Training