Brand Strategy Coaching

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Brand Leaders bring us in to help them find solutions

Leaders bring us in for answers and we bring them action plans. We have a reputation who can find growth where others can’t. With the 20 years of experience as a Brand Leader, I’ve seen so many types of problems that I’ve likely worked on one just like yours. Here’s where we can help you:

  • Brand turnaround or re-alignement
  • Launch of New products
  • Shifting to a new direction
  • A desire for more growth
  • Not delivering to expectations
  • Embedding the brand into the company culture

Our total Brand Management approach

Our brand planning process starts with a deep-dive business review to analyze the performance and assess the situation your brand faces. We then use strategic thinking tools to force tough decision choices. We use a consumer benefits ladder to map out the brand positioning and generate a Big Idea that can organize everything on your brand. We then use the Brand Plan to get everyone on the same page and build an execution plan that helps everyone to contribute their part to the brand. And finally, we look to the executional plans including marketing communications, innovation, purchase moment and customer experience. To set up a successful execution, we provide creative briefs, media plans, stage-gate innovation process, brainstorms and decision-making tools to ensure your Marketing execution matches up to the strategy and will breakthrough to motivate the consumers.



First, we gain an understanding

Every situation has unique challenges. It is important to do the work to understand where your brand is today, what is holding it back from the expected growth. Whether that means doing a deep dive on the business or challenging your people with key questions that will highlight the challenges facing the brand. We never bring off-the-shelf solutions.

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We help you create a winning brand positioning statement for your brand

We coach brand leaders on creating a brand idea and brand positioning that will help your brand win in the market. We use a workshop style process that helps your team find a winning brand positioning, pushing the emotional benefits. We can validate with consumers through a testable brand concept. We’ll work to create a Big Idea that frames the external and internal promise of your brand. We’ll leave you with an execution ready creative brief to hand to your agency.

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We write Brand Plans that everyone can follow

We coach Brand Leaders to build highly focused strategic brand plans that everyone in your organization can follow. We work with your team to dig deep to uncover the key issues. We use a workshop style process to help your team lay out a long range strategic road map and brand plan that everyone in your organization can follow. We then work with your team to create actionable project plans for each tactic with goals, milestones and budget.

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We find marketing execution that drives growth for your brand

We coach brand leaders and agencies at every stage so they can to create better marketing execution to drive growth on your brands. We work with your brand team and agency to find marketing execution that drives growth on your brand. We conduct agency audits to help uncover better processes for your team. With a provocative voice, we provide advice at every stage of the advertising process from assessing creative briefs through judging advertising ideas to final production. We also provide agency evaluation and lead search processes.


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Our workshops  help you make decisions on the way to action

We are big believers in the workshop process. We think it’s the best way to get the decision makers in the room, push for alignment, make decisions and drive the team towards action. The most noticeable point of difference we offer is that we will challenge you with new ideas to get your brand and your team in a better position for future growth. As the facilitator, I bring my executive experience into the room, ready to challenge the thinking and pushing for better answers.

While anyone can recommend a strategy, we recommend a realistic strategy that drives towards action. Quite frankly, I’m not big on consultants that just bring in big presentations that just sit on the shelf and never make it to the market. They cost a lot, take a long time, and in general they are written by consultants that have never run a business. Even Ad Agencies can recommend strategy, but they usually bring an agency bias and just give strategies that set up work they want to make–whether it drives growth for your business or not.  I’ve run many businesses and I understand the pressure you’re facing on driving growth.


My personal promise to you is that I will get your brand in a better position for future growth


To better understand our capabilities, here is our Beloved Brands Credentials presentation:


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



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