Ideal brand plan format

brand plan formatThe brand plan process starts with a deep dive look that uncovers the issues of the business. Use your key issues to show everything in the way of the brand vision. Moreover, the issues help frame the overall brand strategies where you will deploy your limited brand resources. And from there, match up tactics that will deliver those strategies.

While I recommend you use our “Plan on a Page” format for your plan, I also know how PowerPoint is used to present and share your plan across the organization.

Below is our 20-page brand plan template

Figuring out the details of the plan

When you review our Brand Plan format, you will see all the essentials that you need to gain management’s approval of your brand plan.

  • Vision
  • Goals
  • Sales projection
  • Summary of the business review
  • Key Issues and strategies
  • Each strategy laid out in detail
  • Execution plan
  • Plan calendar that shows overall timing
  • Marketing budget

I’m also a big believer in getting your brand plan onto one page.

How to write a smart Brand Plan Marketing Coach Consultant Workshops

That’s a lot of information, but the plan should guide everyone that works on the brand: brand team, agencies, sales, R&D, Finance, HR and senior management. Everyone likely cares about various specific sections, but the brand manager should use the plan to bring everyone together. This is where our brand training program can help.

The power of 3’s: As we said earlier, the plan is about making decisions. We recommend that you narrow your effort down to 3 strategies and then 3 tactics for each strategy. That means 9 core projects for each brand to focus their resources on during the year. Compare the subtle difference that 5 strategies with 5 tactics for each strategy explodes into 25 projects that might cripple your brand’s resources. By doing less number, you will be focusing your limited resources on making each project has a big impact. When your team lacks time to do everything with full passion, they run the risk of turning out OK work that fails to connect with your consumers.

How to write a smart Brand Plan

Brand Plan Key Terms

  • 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.
  • 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 of achieving your vision/goals? The deep analysis highlights what’s driving and holding brand back, as well as future risks and untapped opportunities. Issues are asked in a question format 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 pinpointed 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.

To read more about how to write a brand plan, click on this story below:

How to build a smart brand plan everyone can follow

Here is our training workshop we run to help brand leaders write better Brand Plans:

These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

 

 

Five challenging questions to kickstart your Brand Plan

A brand plan is an opportunity to make decisions on how to allocate your brand’s limited resources. A smart brand plan has a vision, analysis, key issues, strategies and execution plans. Focus on the smartest ideas that will drive the highest return. Think of the plan as a decision-making tool to align your team. Make the best financial investment choices and the best decisions on how to deploy your people. The plan should then align and focus everyone who works on the brand, including the leader who writes the plan. 

When you start your brand plan, the worst thing you can do is open up a PowerPoint document and begin to type away on a blank page. You will get writer’s block, or you will assemble a complete mess. Remember back to when you wrote a term paper in college. The essay was always easier to write and a much better end product when you took the time to write out a rough draft outline before you started the final document.

Annual Plan on a Page

The annual brand plan has three distinct sections: analysis, issues and strategies, and execution plans.

  • The analysis section lays out the summary from the deep-dive business review with an overview of the top three points, which envelop what is driving your brand’s growth, what is inhibiting your brand’s growth, which threats could hurt your brand and what opportunities your brand faces.  
  • The key issues and strategies section focuses on the top three issues getting in the way of achieving your vision. You should put the issues in question format. And the strategic solutions are the answers that match up to each of those questions. Set goals to measure your brand’s performance against each strategy. 
  • The execution section maps out the specific plans for each of the chosen execution areas that line up to most essential consumer touchpoints.  

I first came up with this “brand plan-on a page” format when I led a team with 15 brands. It helped me see the big picture quickly, rather than having to hunt through a big thick binder. Also, the sales team appreciated the ability to see the entire plan on one page quickly. Most salespeople also had 15 brands to manage with each of their customers. Everyone who works on the brand should receive the one-page plan. And then, keep it close by to steer their day-to-day decisions.

Five Questions worksheet

While it is easy to get writer’s block, it can be worse when you sit at your computer staring at a blank screen with the word “Vision” staring back at you.

Here are five simple questions to help you kickstart your first thoughts about your brand plan and decide on the big picture elements of your plan before fine-tuning and perfecting the writing.

  1. Where could we be?
  2. Where are we?
  3. Why are we here?
  4. How can we get there?
  5. What do we need to do?

Your written answers will start to reveal a rough draft outline of your brand vision, analysis, key issues, strategies, and some thinking on your execution and measurement, which form the entirety of your brand plan.

To start your rough outline, force yourself to write out three bullet points for each of the five simple questions. Make it challenging to narrow down your list to the top three points, as the extra effort now will help focus your mind on the most significant points.

It is very easy to get lost in the planning process. Many brand leaders will spend a few weeks writing a plan. As you solicit conflicting input from across the organization, it will add a layer of confusion to the plan you must sort through. It is easy to get lost in a mess.

I recommend you start with the five questions then keep coming back to this document a few times throughout the process to make sure you stay on track. These five questions keep you grounded and focused throughout the planning process.

For more on How to write a Brand Plan, click on this link: http://beloved-brands.com/2012/06/24/brand-plan/

I am excited to announce the release of my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

To order the e-book version or the paperback version, click on this link: https://lnkd.in/eF-mYPe

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

How to find the key issues that set up the right strategic choices

Lay out the key issues that answer, “Why are we here?” Take the summary findings of the deep-dive analysis and drawing out the significant issues in the way of achieving your stated brand vision.

A great way to find the issues is to brainstorm up to 30 things in the way of your vision. Then, narrow down your list to the top 3-5 significant themes you see. Take the themes and begin to write the top issues in a rhetorical, strategic question format. These questions should be able to prompt a few different strategic options for how to solve each issue. Spend serious thinking time on these questions because the better the strategic question you ask, the better the strategic answer you will get.

Example of using the four strategic questions to focus the brand’s key issues


Another excellent methodology for finding key issues is to go back to the four strategic questions model I outlined in the strategic thinking chapters. This thinking ensures you take a 360-degree view of your brand. Looking at the example below, I have used the four strategic questions and come up with four specific questions that fit the Gray’s Cookies brand.

With various ways to brainstorm and find the issues I recommend for the annual brand plan, focus on the top three key issues, which set up the top three strategies. From there, a long-range strategic roadmap can typically handle up to five key issues, then five strategies.

Make sure you find the right level of the key issue

Too low: How do we get consumers to use more coupons?

  • In this example, the key issue is too specific and too tactical to set up a strategic solution.

Too high: How do we become the #1 brand?

  • This key issue is too general and too broad of a question to lead to a pinpointed, strategic solution. It is more suited to a question on brand vision.

Just right: How do we drive usage among loyal consumers?

  • With this example, the key issue does an excellent job of addressing an obstacle in the way of the vision, yet it is big enough to leave you sufficient room to explore various strategic solutions.

The power of three’s:  

I believe in “the power of threes.” As I said earlier, your brand plan should help you make decisions on where to focus and allocate your limited resources. As a guideline, for an annual plan, I recommend you focus on the top three strategies, then focus on the top three tactics for each strategy.

That means nine significant projects for your brand to focus your limited resources on during the year. Compare the subtle difference with what happens when you try to do five strategies with five tactics: the plan quickly explodes into 25 projects. That would cripple your brand’s limited resources. What if you never get to the twenty-fifth project but it was the most important project? With fewer projects, you will be able to execute everything with full passion and brilliance.

I see too many marketers with a long list of things they need to do. They are so busy; they have no time to think about what matters to their brand. And, they have very little passion for any one particular project; they’re just trying to get everything done. This thinking is not the ideal behavior a brand needs to become a beloved brand.

Asking the smart questions leads to smart strategies

 

I am excited to announce the release of my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

To order the e-book version of Beloved Brands, click on this link: https://lnkd.in/eUAgDgS

And, to order the paperback version, click on this link: https://lnkd.in/eF-mYPe

 

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson bio

What do you think of the new Diet Coke logo and packaging?

diet cokeThe new Diet Coke package design is certainly colorful but the strategy behind the package seems confusing. The simplest test that I always do with logo design or even print ads. Take a step back and ask “What’s the first thing you see?”  I see the word “Coke”. I see it on the traditional Coke red background.

What’s the second thing you see?  I see multiple colors. And I think, aren’t a few of those formerly failed flavors from the past few decades?

What’s the third thing you see?  I see weird little drawings along the bottom of the can, that I’m not sure what those are?  If you force me to look, maybe I will. Why is the cherry flavor in purple, and not red? You have to look at your execution as though you are a consumer.

What I haven’t seen yet, is the word “Diet”. Hmmm. Oh, there it is, very small, sideways and in a script that’s hard to read. Why are you hiding the word Diet, when your brand name is DIET COKE?

Is Diet Coke a brand itself, or is it part of a master brand?

diet cokeI know a few years ago, Coke tried to make all the packaging look the same, so that it looked like one big family, with most of the can using the big Coca Cola red logo. It was done in a test market and failed miserably. But it showed you the strategic mindset.

Coke needs to face that carbonated beverages are in sharp decline

diet cokeThis decline has to change your strategy. While Coke and Pepsi have been in a share dog fight for the last 50 years, that fight is now a fight for survival. With both Coke and Pepsi stretched across legacy success stories of the original, diet and zero/max sub-brands, and stretched across legacy success flavors, the reality is that the consumer mind space and retailer shelf space will eventually collapse.

The only remaining strategy is to beat each other.

It reminds me of that great mythology story about two hunters bedded down at their campfire and were about to fall asleep when a giant bear loomed in front of them. One hunter rushed to put on his sneakers. The other said, “What good will that do? You will never outrun that bear.” The first one said, “I am not worried about outrunning the bear. All I have to do is outrun you!”

That’s where the Coke brand is right now. All they have to do for the decade is outrun Pepsi. Don’t over think some of the things you are currently over-thinking.

  • Diet Coke is a brand, not a sub brand. Launched in 1981, it was treated as though it were its own brand from day one. Why try to change that now, especially as you face a declining category? Use the separate Diet Coke brand to your advantage to squeeze out Pepsi.
  • I know the word “diet” might not fit our modern day “organic” and “low carb” words. But “Diet Coke” means more to consumers than the word diet. Maybe you should have called it Coke Light like Europe does. But it is what it is. Don’t over think it.
  • Those look like cute flavor choices, but launching four new flavors at once is crazy. Your retailers will likely take one or two. Also, launching four at once just spreads your sales across the four flavors so that none of them will generate high enough sales to hit a threshold of success.

So I guess I don’t like the strategy, the naming or the design. What do you think?

To learn more about how to judge advertising that works, here is our Marketing Execution workshop we run to help train Brand Leaders:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Beloved Brands Graham Robertson 

 

 

 

 

 

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20 thought starters for Marketers to kick off the new year

Here are twenty good precepts to provoke your thinking as we head into the new year.

  1. Consumer Insight comes to life when it’s told in such a captivating way that makes people stop and say “hmm, I thought I was the only one who felt like that.:20 thought starters
  2. Can you explain your brand (or your personal brand) in 7 seconds, 2 minutes and 30 minutes? You should be able to organize your thinking.
  3. Strategic Thinkers see “what if” questions before they see solutions. They map out a range of decision trees that intersect and connect by imagining how events will play out. They reflect and plan before they act. They are thinkers and planning who can see connections. Non Strategic Thinkers see answers before questions. They get to answers quickly, and get frustrated in delays. They believe doing something is better than doing nothing at all. They opt for action over thinking. They are impulsive and doers who see tasks. They get frustrated by strategic thinkers.
  4. Learn to change your brain speeds, knowing when to go slow and when to go fast. Think slowly with strategy. Think quickly with instincts.
  5. The role of BRAND is to create a bond, power, and profit, beyond what the product itself could achieve. In fact, we only have brands, if we think we can make more money from the brand than just the product alone. The really is no other reason.
  6. The more loved a brand is by consumers, the more, the more powerful and profitable that brand can be.
  7. Halfway between the exactness of Science and the unknown of Art lies the power of an IDEA that can bring them together”
  8. The best brands are either different, better or cheaper. Or else, not around for very long. Do you know what your brand is?
  9. Consumers don’t care what you do until you care what they want. Instead of just yelling what you do, put yourself in the consumers’ shoes and ask yourself  “so what do get?” and then ask “so how does that make me feel?” This turns product features into consumer benefits, both functional and emotional. 
  10. The power of three helps provide focus. If your brand only has 3 strategies and each strategy only has 3 tactics, then you should be able to do an amazing job on all 9. Much better than 5 strategies times 5 tactics and 25 things. I would bet that my 9 would beat your 25 any day.
  11. The better your people, the better the work, the better the business results. So then, are you doing enough to make your people better? Invest in training your people.
  12. Ask your people at every stage “Do you love it?” and watch their eyes to see if they tell the truth. Because, if you don’t love the work, how do you expect your consumer to love your brand?
  13. A beloved brand uses the love consumers have for the brand to replicate the positional power of a Monopoly. And from that power, the Beloved Brand drives stronger growth and higher profits.
  14. Smart media plans start with understanding where the customer is, not where the media is.
  15. Analytical stories get decision-makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
  16. If you knew that being a better client would get you better advertising, do you think you’d be able to show up better?
  17. If you aren’t talented enough to come up with an ad in the first place, then why are you now talented enough to do something even harder: change the ad. Instead of telling the creative team your changes, I’d rather you give the creative team your problem with the ad, and let them figure out it rather than your solution for the ad and let them feel demoralized.
  18. Creative advertising people are problem solvers, not blue sky thinkers. So give them a problem, not a blank page. They are “in the box” thinkers not “out of the” box thinkers. Use your brief to put them in a box and your creative direction to put them in a new box.
  19. The classic flaw of Brand Plans is having both penetration and Usage frequency. 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 like it. Usage Frequency Strategy gets someone who knows your brand to change their behavior in relation to your brand, either changing their current life routine or substituting your brand into a higher share of the occasions. Trying to do both at the same time will destroy your plan.
  20. We control more than we think we do. But just like in sports, the most competitive weapon we have is the creation of time and space. The most competitive brands act quickly, before others do and create a space around themselves that they own, through reputation, and are free from attack.

Here’s to a great 2018!

 

 

 

 

 

 

 

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Beloved Brands Graham Robertson

 

The skills, behaviors and experiences needed to be a great Marketer

As you manage your own Marketing Career, you assess your skills, behaviors, and experiences, to figure out where the gaps that you should address. A marketer must build their capability around key skill areas strategy, analytics, positioning, planning, and execution. The best marketers must exhibit leadership behaviors that take ownership and inspire others. And, they run their business as an owner. They can exhibit broad leadership across the entire organization. Finally, many of the more complicated areas of marketing take experience. Over the years, I found myself saying “you almost screw up the first five times, you…” And, I started to realize, that message fit with advertising, managing others, brand planning, launching new brands, and leading beyond your own team. 

Nail the obvious

Let me start with the expected behaviors for success at any level of Marketing. Trust me, if you do not hit these, you will likely annoy someone enough to get rid of you. These are non-negotiable and if you miss continuously, they could become potentially career-limiting moves.  

What is non-negotiable:

  • Hit deadlines: Never look out of control or sloppy. Marketers have enough to do, that if you begin to miss deadlines, things will just stockpile on each other. Do not try to constantly negotiate extensions. There are no extensions, just missed opportunities.
  • Know your business: Avoid getting caught off-guard with questions that you cannot answer, such as P&L (sales, growth, margins, spend) market share (latest 52, 12, 4 weeks for your brand all major competitors) and your sales forecasts. Make sure you are asking the questions and carrying forward the knowledge.
  • Be open with communication: There should be no surprises, especially with your boss. Keep everyone aware of what’s going on. When you communicate upwards, always have the situation, implications, options and then quickly followed by an action plan of what to do with it.
  • Listen and then decide: It is crucial that you seek to understand to the experts surrounding you before you make a decision. Early in your career, use your subject matter experts to teach you. As you hit director or VP, use them as an advisor or a sounding board to issues/ideas. They do want you to lead them,  so it is important that you listen and then give direction or push them towards the end path.
  • Take control of your destiny: We run the brands, they do not run us. Be slightly ahead of the game, not chasing your work to completion. Proactively look for opportunity in the market, and work quickly to take advantage. When you don’t know something, speak in an “asking way”, but when you know, speak in a “telling way”.
  • Able to use regular feedback for growth: Always seek out and accept feedback, good or bad, as a lesson for you. Do not think of it as a personal attack or setback. Identify gaps you can close, never think of them as weaknesses that hold you back. You should be constantly striving to get better.

Here is a presentation that can help you manage your career in Brand Management.

The crucial marketing skills

At Beloved Brands, we use a 360-degree view, where you need to be able to analyze, think, define, plan and then execute. And then repeat.

Brand Careers Skills Behaviors Experiences

1. Analyze performance

  • Digs deep into data and draws comparisons to build out a story toward the business conclusion
  • Able to lead a best-in-class 360-degree deep-dive business review for the brand
  • Understands all sources of brand data—share, brand funnel, consumption, financials
  • Writes analytical performance reports that outline the strategic implications

2. Think Strategically

  • Thinks strategically, by asking the right interruptive questions before reaching for solutions
  • 360-degree strategic thinking: core strength, consumers, competitors, situation, engagement
  • Able to lead a well-thought strategic discussion across the organization
  • Makes smart strategic decisions based on vision, focus, opportunity, early win, and leverage

3. Define the brand

  • Defines ideal consumer target, framed with need states, insights and enemies
  • Consumer-centric approach to turn brand features into functional and emotional benefits
  • Finds winning brand positioning space that is own-able and motivates consumers
  • Develops a big idea for the brand that can lead every consumer touchpoint

4. Create Brand Plans

  • Leads all elements of a smart brand plan; vision, purpose, goals, issues, strategies, tactics.
  • Turns strategic thinking into smart strategic objective statements for the brand plan
  • Strong in presenting brand plans to senior management and across the organization
  • Develops smart execution plans that deliver against the brand strategies

5. Inspire creative execution

  • Writes strategic, focused and thorough creative briefs to inspire great work from experts
  • Can lead all marketing projects on brand communication, innovation, selling or experience
  • Able to inspire greatness from teams of experts at agencies or throughout the organization
  • Makes smart marketing execution decisions that tighten the bond with consumers

Taking this a step further, you can use the assessment tool to identify gaps in your team.

Brand Careers Skills Behaviors Experiences

The leader behaviors

1. Accountable for results

  • Holds everyone accountable to the goals of their tasks
  • Makes it happen, get things done, don’t let details/timeline slip
  • Stays on strategy, eliminates ideas that are not focused against vision/strategy.
  • Works the system behind the brand, from sales to finance to operations to HR

2. People leadership

  • Manages core team: focus, communication, solutions, results, let others shine.
  • Interested in their people’s development and career development
  • Coaches, teaches, guides the team for higher performance.
  • Provides honest assessments to their people and upwards.

3. Broad influence

  • Active listener, seeks opinions, makes decisions, owns strategy.
  • Controls brand strategy, yet flexible to new ideas on the execution.
  • Carries influence throughout organization.
  • Thinks of others beyond themselves, empathy to pressures/challenges others are facing.

4. Authentic style

  • Aware of their impact on others within and beyond their team.
  • Exhibits leadership under pressure: results, ambiguity, change, deadlines.
  • Consistency in leadership in how they show up.
  • Flexibility in leadership: admits mistakes, challenges self, adjusts to new ways.

5. Runs business like an owner

  • Acts like a ‘Brand CEO’ accountable to the long-range health and profits of the business.
  • Makes smart decisions that adds to the health of brand, not their career or personal wealth.
  • Makes the right choices, good for the company, consumers, customers, market, society.
  • Lives and breathes the culture of those who work behind the scenes of the brand.

The necessary experiences 

Many of the hardest experiences a Marketer must go through almost takes 3-5 opportunities for the Brand Leader to really nail.  I remember how challenging it was for me the first time I launched a new advertising campaign.  Can I confess now that it was a complete disaster? I had no clue what the major steps were and no one on my side who could teach me. I was lucky that my client service person helped me through every step. Over the years, I would get better and better, learning something new each time. I then struggled the first time I managed a person for the first time. Then I struggled to launch a new brand. It is starting to sound like I was a disaster at everything. Well, I might be over-exaggerating, but I can tell you that i got better each time. And you will as well. 

The experiences that you need to learn at each stage of the way include:

  1. Write Brand Plans: Writing a brand plan takes experience. I recommend you should learn some of the same skills through writing brand recommendations, writing a brand review or writing a section of the brand plan. Leading a Brand Turnaround: When the results are not meetings the expectations of the business, the pressure goes up exponentially and the scrutiny intensifies. If there is a hint of concern, senior leaders will roll up their sleeves and get involved.
  2. Launching new advertising: Launching a big new campaign from scratch involves a lot of crucial steps to manage while dealing with the ambiguity of what makes a great creative and smart media choices. On top of that, it is essential to keep the agency motivated while keeping your boss aligned.
  3. Managing a team: Managing can be such a challenge that when I worked at J&J, when we promoted someone to Brand Manager, we usually tried to avoid giving them a direct report. Most people mess up their first direct report. A similar pattern happens: excited to have someone do the little stuff they hate doing, then the person struggles so the manager does it themselves and gets mad at the person who can’t do it, then begins to think their direct report is incompetent. On the other hand, the direct report thinks their boss refuses to train them, gives them little feedback and is a control freak. Firing a Marketer: This sounds like a strange experience to put on the list, but it is one of the most difficult decisions you will have to make. I wish you never would have to fire one, but the reality is that you will. To make sure you are making the right decision, you really need to understand the role and be able to measure that person against the criteria for what they can and cannot do.
  4. Launching a new brand: While managing a brand is difficult enough, creating a brand from scratch involves every element of marketing from the concept to the product to naming to production, selling, shipping, advertising, displaying, promoting, and analyzing the performance. You better be great at Marketing before taking on a launch from scratch.
  5. Leading across the organization: As you move into more senior leadership roles, a great way to extend your breadth across the organization is to take on more cross-functional roles, whether special projects or moving into a cross-functional role. This allows you to begin seeing every corner of the organization through the eyes of other team players in sales, HR, operations, and finance. 

Tracking tool

Here is a tool to track your experiences from an entry-level up to a senior role. I tell Marketers that you should try to have a good balance as you move up, so you can avoid having any experience gaps when you hit a senior level. 

Brand Careers Skills Behaviors Experiences

Here is a presentation that can help you manage your career in Brand Management.

 

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

 

 

McDonald’s service hits rock bottom in drive thru ratings

McDonald’s was founded on the basis of customer service.

Ray Kroc, the original McDonald’s CEO put huge emphasis on a customer first mentality: “McDonald’s is a people business, and that smile on that counter girl’s face when she takes your order is a vital part of our image.” That seems to be lost in this generation of leaders at McDonald’s. 

In a recent study by QSR magazine on the attributes of customer service through the drive-thru window, McDonald’s finished rock bottom on attributes linked to friendliness. I always believe “manners and smiles are free”, when the reality is they need to be embedded within the culture of the organization. They are hard work.

When it comes to smiling, McDonald’s finishes last at 62%, almost 30% lower than Chick-Fil-A. 

And when it comes to saying “Thank You” McDonald’s also finishes rock bottom with only 78% of occasions compared to 95% for Chick-Fil-A. 

Chick-Fil-A is the gold standard on service when it comes to drive thru. They believe that employees are the company’s “secret recipe,” and the drive-thru strategy is designed around people as much as it is technology and systems. “It’s all about speed and accuracy, but we know our customers appreciate that we can be nice while being fast and accurate. Eye contact and smiling go a long way in the drive-thru experience.”

McDonald's Service level

Even on speed of service, McDonald’s now finishes mid pack. Wendy’s is the leader in speed, about 45 seconds faster on average. A quote from Wendy’s on the drive thru service says the fast service is the result of the company tirelessly tracking line times and optimizing the layout of the kitchens:  “Customers visit the drive thru due to its convenience, so we strive to meet that expectation every day, every customer.

McDonald’s service might just get worse, not better

McDonald’s have stated that they are going to invest billions in 2017 to revamp their entire kitchens to be able to serve high quality and fresh meat in their hamburgers. Wow. I am big fan of Five Guys, In-N-Out burger, Shake Shack and Big Smoke burgers. But, they are never fast. They each say they won’t start cooking your burger until you order it. At Five Guys, you can see them even pull the burger out and placed on the grill. The one big difference is that Five Guys basically only serve burgers. What will happen to the McDonald’s drive thru if I just want a coffee, yet have to sit behind 9 people ordering fresh burgers. It just won’t work.

How do you communicate your brand story internally?

With most brands I meet up with, I ask “What is the Big Idea behind your brand?” I rarely get a great answer. When I ask a Leadership Team, I normally get a variety answers. When I ask the most far-reaching sales reps, the scientists in the lab or their retailer partners, the answers get worse. That is not healthy. Everyone who touches that brand should be able to explain what it stands for in seven seconds, sixty seconds, thirty minutes or at every consumer touch-point. They should always be delivering the same message. There are too many Brands where what gets said to the consumer is different from what gets said inside the corporate walls. The Big Idea must organize the culture to ensure everyone who is tasked to meet the needs of both consumers and customers, whether they are in HR, product development, finance, operations and experience delivery teams, must all know their role in delivering the Big Idea.

Too many brands believe brand messaging is something that Advertising does. The more focus we put on delivering an amazing consumer experience, the more we need to make sure the external and internal brand story are aligned. It should be the Big Idea that drives that story. Every communication to employees, whether in a town-hall speech, simple memo or celebration should touch upon the brand values that flow from the Big Idea, highlighting examples when employees have delivered on a certain brand value.

brand culture

The Big Idea Should Drive The Culture

Brand Management was originally built on a hub-and-spoke system, with the Brand Manager expected to sit right in the middle of the organization, helping drive everything and everyone around the Brand. However, it should actually be the brand’s Big Idea that sits at the center, with everyone connected to the brand expected to understand and deliver the idea. Aligning the brand with the culture is essential to the long-term success of the brand. The best brands look to the overall culture as an asset that helps create a powerful consumer experience. The expected behaviors of the operations team behind the consumer experience should flow out of the brand values that flow from the big idea. These values act as guideposts to ensure that the behavior of everyone in the organization is set to deliver the brand’s promise.

 

Here’s a powerpoint presentation on how to define your brand, including the benefit cluster tool.

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

Graham Robertson Bio Brand Training Coach Consultant

The miraculous transition of China is happening, but it may take the entire century to complete.

China is in the midst of rapid growth that will continue to transform the country into an economic powerhouse throughout this century. As a Canadian, I find it fascinating to see elements that are ahead and behind the western world.

Old world versus future world

There are many layers of complexity within China, whether cultures, tiers of cities or the stark differences in generations. The older adults are living the simple lifestyle they learned in the 20th century. It is common to see 50-year-olds riding basic bicycles to work. Or see people eating at small local eateries that do not look or feel safe in western standards.

However, young adults are not only modern; they appear to be living in the future, beyond western standards. Everything is app based, e-commerce driven, global payments and QR codes for purchasing or learning more. While we have the odd retailer specific payment app here in the West, we do not yet have globally accepted pay apps that stretch across all retailers.

Alibaba is a brand we all need to watch

On my two most recent trips to China, I have noticed a considerable decline in retailers, restaurants or even or taxis that take Visa. Everyone is using Alipay, linked closely to the Alibaba e-commerce giant (market capitalization of $350B) who could take on Amazon (market capitalization of $450B) on the world stage. 

alipayAs much as we in the west are fascinated with Amazon, do you think you understand Alibaba enough to learn from them? Alibaba’s market capitalization has gone from $200B up to $356B in the last 12 months. A 78% gain in 12 months. Wow. 

The social media app of choice is WeChat with almost a billion active users. WeChat provides text messaging, hold-to-talk voice messaging, broadcast messaging, video conferencing, video games, sharing of photographs and videos, and location sharing. You can even exchange contacts with people nearby via Bluetooth. Like Alipay, WeChat has a payment service that wants to be considered the digital wallet. When will these global payment systems become mainstream in the west? And who will own it?  

Income disparity is vast, but signs of improving

In the last ten years, the average income for China has tripled. The problem is that it is still under USD 10,000, compared with over $45,000 for many of the western nations it competes with. Within any statistics in China, there are layers of complexity. The most significant layer of complexity is around the disparity of income levels. 

While people of the west are trying to figure out solutions of rich versus poor, the evidence is even more overwhelming in China. With a high growth economy, they are starting to see the trickle-down impact of wealth, helping the creation of a real middle class in China.

It is expected that from 2012 to 2022, those in China making more than $34K US will increase from 3% currently up to 9%, and those in the growing middle class ($16K to $34K) will increase from 14% up to 54%.  These are huge jumps that will likely continue for the entire century. Wealth in China

The growing professional workforce will be the most significant force of transformation of the economy. Reminiscent of America in the 1950s, Chinese parents are investing in the education for their children, as they realize their children will be richer 20 years from now than they are today. This was the root of the American dream. 

The rapid growth of cities appears well planned

Shenzhen ChinaI loved my recent trip to Shenzhen, just across the water from Hong Kong. On a daily basis, thousands and thousands of Hong Kong residents stream across the border to work in Shenzhen. It’s not an easy commute going through border patrols and customs, to and from work each day.

Shenzhen is quickly transforming into a beautiful city. One of the most underestimated elements of China are the trees throughout the streets. When a westerner would think about cities of 25-30 million, we would normally think it must be a concrete jungle. Shenzhen in China is lined with gorgeous and rich trees. Similar to Shanghai of the French concession area. Keep in mind, Shenzhen did not even exist 20 years ago, and today, it is home to 20-25 million people. This city is benefiting from smart urban planning.

Luxury brands are everywhere

Within the city, they have created neighborhoods for the rich, with some of the nicest malls you will find. Evidence of the disparity of income is everywhere. Shenzhen MallsI went through an affluent shopping mall in Shenzhen that would rival any high-end mall in America. Hugo Boss, Coach, Sephora, Rolex, Lululemon. You name a brand, and this mall had it.

I browsed for prices and could not find any deals. Imported goods in China are a sign of prestige, yet you will have to pay for it through higher prices.

There are 2,600 Starbucks throughout China. If these high-end items are considered badge brands in the west, imagine what a badge it is to confirm your social status as one who has made it in China.

Further evidence was the cars on the road including Mercedes, BMW’s, Range Rovers, Ferrari’s and Audi’s. While China has recently become the #1 car market in the world, only those in the elite class are driving cars.

Bikes are still a reality

Most western cities have bike rentals, where you slide in your visa and take a gentle ride to see the sights. In Europe and North America, it’s something tourists would use. In China, these bikes offer a much more functional need state, and this is seen as a business that has been a disruption to transportation so that people can get to and from work. The bikes are not locked, and they do not accept Visa. People here use WeChat or Alipay payment apps on their phones, to scan the barcode on the bike and then pay and go where you need to go.

5 Questions for the future

As I look at the next 80+ years for China, here are the questions in my mind

  1. Will China make the shift a product-driven economy to a brand-driven economy? 
  2. Can locally grown brands begin to push back against the influx of the imported brands?
  3. How will China close the gap on Marketing talent, to be strong on strategy, analytics, brand positioning, brand planning and creative marketing execution?
  4. Will China be able to move some of their successful platforms such as WeChat or Alibaba into the western markets? Will we ever see a global battle between Alibaba and Amazon? 
  5. How long can China sustain such a growth mode before they need to make adjustments, and how will they handle the normal ups and downs of growth and recessions?

Here’s a Powerpoint presentation on how to get how to create a beloved brand, something for China to consider as they shift from product-driven economy to a brand-driven.

And, keep an eye out for the launch of our first book. We will be launching beloved brands in April of 2018.

beloved brands book

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson bio

The reasons why so many Marketers suck at Advertising! Here is how you can get better!

I always get asked “So what is it that makes some Marketers great at advertising?”.  To me, the best Marketers are able to get great advertising on the air and keep bad advertising off the air.

I have seen some Marketers who are great at the execution side, but I have see more who struggle. I try to tell people that it really takes five big campaigns for you to get into your zone where you are good. That might sound a little comforting, but it is supposed to be equally challenging because it suggests you should learn from those five campaigns so you become great.  Too many Marketers who struggle, actually get worse. They start to believe they suck, or their agency sucks.  Sure Advertising takes some  good instincts, but it also takes experience, practice, leadership and a willingness to adjust. You can learn how to be great. You will not learn if you do not adjust. 

If you knew that being a better client would make your execution better, could you actually show up better? Would you?

From my experience, here are the main reasons that some Brand Leaders kinda suck at advertising.

You blame yourself

  • You never find your comfort zone: You have convinced yourself that you are not good at Advertising, so you show up skeptical, uptight, too tough or too easy and you seem easily annoyed by everything.
  • You don’t know if it is really your place to say something: You figure the agency is the expert and will even say “That’s why we pay them” so you give them no direction. Or worse, you give them the chance to mess up and blame them later. You can never abdicate decision-making to anyone else, when you are running your brand.  
  • You settle for something you hate, because of time pressure: The agency says if we don’t go for it now, we will miss our air date and have to give up our media to another brand. So you cave in to the pressure and go with the Ad you hate. You have to figure out how to use time pressure to your advantage. A lot of the best ideas come right up against the clock. 
  • You can’t sell it in to management: You are not sure if it is the right thing to do, which makes you hesitant and unable to sell the idea in to your boss. Once you decide, you have to own it and sell it. 

You blame the Agency

  • The Agency writes a brief you don’t like or you box the Agency into a strategy they don’t like: If either of you force a brief on each other, then you are off to a bad start. You must be collaborative with your agency.
  • The Agency’s creative team over sells you and you feel you get hood-winked: You are not sure what you want, so you settle for an OK ad in front of you—the best of what you saw. Tell your agency you have to love the work and then if you don’t love it, you have to reject it.
  • You lose connection with the agency: One of your primary roles is to keep your agency motivated, challenged and engaged. Be the client they want to make great work on, rather than have to work on. And never assume they have to work for you, just because you are paying them. You might be paying WPP, but you are not really paying the people at the table. 
  • You lose traction through the production and edit: Talent, lighting, directors and edits—if the tone changes from the board to edit, so does your ad. This is where experience pays off. The advertising process is likely more complex than anything else you will work on. 

You blame your brand

  • The “I work on a boring brand” argument: You think only cool brands like Nike or Apple would be so much easier to work on. Guess what, Nike and Apple don’t really need you. However, with a so-called boring brand, you have more room for creativity, that while it is a challenge, it should actually be even easier to work on a boring brand.
  • You are too careful: Great ads either go left or right, not in the middle of the road. You have to learn how to take smart creative risks.
  • Advertising roulette: Where brand managers have not done the depth of thinking or testing, the briefing is like a game of chance. You have to do the homework to know your strategy is right, making the execution easier to nail. You should never figure out your advertising strategy by doing advertising work. 
  • Your strategy sucks: You figure we don’t have a great strategy, so maybe a good Ad can help. A great strategy can make an ad, but an Ad by itself will never make a great strategy.

Marketing Execution Advertising

To get better, you have to find the magic in the execution of a brand. Inspire greatness.

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 Management has been built on a hub-and-spoke system, with a team of experts surrounding the generalist Brand Leader. When I see Brand Managers of today doing stuff, I feel sorry for them. They are lost. Brand Leaders are not designed to be experts in marketing communications, experts in product innovation and experts in selling the product. You are trained to be a generalist, knowing enough to make decisions, but not enough to actually do the work. Find strength being the least knowledgeable person in every room you enter.

  • We don’t make the products.
  • We don’t make the packaging.
  • We don’t make the ads.
  • We don’t buy the media.
  • We don’t hire the front-line staff.
  • We don’t sell the products.
  • We don’t do the accounting.
  • We don’t really do anything.
  • But we do touch everything.
  • And yet, we make every decision

As Marketers, our only greatness comes from inspiring experts to reach for their own greatness, and to apply it on our brand.

To get better, it is time Brand Leaders step back and let the creativity unfold. Find comfort in ambiguity.

It 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. 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. It is a unique skill to be able to inspire, challenge, question, direct and decide, without any expertise at all. Brand Leaders need to rediscover the lost art of doing nothing. 

Here are the 8 secrets for getting better Advertising:

  1. Determine if the strategy can be executed. Develop a brand concept you know is motivating to consumers, with rational and emotional benefits, plus support points.
  2. Tighten your brief as much as you can. Narrow the target, add engaging insights that tell their story. Focus on the desired consumer response before deciding what your brand should say. Focus on one message.
  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. Work off line or behind the scenes.
  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 one willing to stand out by being different. Make the ad you want to look back on with pride.
  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. Be your agency’s favorite client. Be the client they “want to” work on instead of being the one they “have to” work on your business. It really matters.

To get better, Brand Leaders need to stay focused on your vision at every stage, always inspire and yet challenge.

 

Here’s a powerpoint presentation on how to get better at Marketing Execution, looking at both the creative and media.

 

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. 

Graham Robertson Bio Brand Training Coach Consultant

 

Strategy choices to engage your consumers and tighten bond

The engagement strategy is a smart way for you to bridge your thinking as you move from brand plans towards marketing execution. Before you know the actions you should be taking, you need to know how important is the decision to consumers and the level of involvement for your consumers in the purchase or usage of the brand? To create a tighter bond with consumers, engagement strategy leaves you with two choices; to drive up the importance of the decision or to drive up the involvement of your consumers.

Strategic Thinking Engagement Strategy

Looking at the grid above, we look at inolvement and importance, to discover four types of brands: indulgence, high profile, commodities and essentials. You must understand that the grid lays out where the brand naturally sits, helps determine the challenge of where to move next. Your marketing efforts will either work to drive up consumer involvement or increase the importance for the purchase decision.

Commodities

Commodity type brands are relatively low in importance for consumers, and they have a low consumer involvement in the purchase decision. These are everyday consumer household items, day-to-day staples, or grocery items where the product differentiation is marginal. In my consumer packaged goods career, we used to joke that, “Our role is to make a mountain out of a mole hill,” which means we make small differences seem really important to consumers.

Strategic Thinking Engagement Strategy

Driving up involvement is harder for these brands than ever before. These low involvement brands thrived with TV ads, because the interruptive nature of TV enabled them to break through the clutter with their message. With today’s media options, there are less interruptive choices, the associative nature of today’s media options rewards high profile brands to gain attention, but harder for the low involvement brands. It is harder for a laundry detergent to get people to visit their website or Facebook page than it was to air three TV ads an hour to drive home their brand message. This puts even more pressure on the brands to build engaging stories. The most successful brands have used consumer insights to connect, a compelling brand purpose to enhance their brand story, and emotional benefits to drive up the consumer involvement.

To drive up the importance, brands have to elevate the consumer problem to make it highly personal. Find the consumer’s pain points and turn it into an “enemy” that you can attack. For the solution, you can deploy experts to speak on the brand’s behalf or use social media to leverage loyal brand fans to influence their network on the brand’s behalf.

 Just because the brand is naturally a commodity does not mean it has to get stuck there. For instance, the Dove brand is a classic case of a commodity brand that has driven up both importance and involvement. Dove has turned a simple bar of soap into a statement about real beauty with a stated vision that they hope beauty can become a source of confidence instead of a source of anxiety. This emotional brand purpose drives up the importance of the cause, and the bond it has created with the brand drives up the involvement of the consumers who believes in that cause. For decades, Dove had to drive a functional product oriented message behind “ph-balance”, but the brand never found any magic until they launched the “Real Beauty” campaign.

Essentials

Essentials are those brands that have high importance in the consumer’s life, such as healthcare, banking, insurance, supplies, or computer software. They are important enough that consumers cannot live without them, but they are rather boring categories where consumers give them very little thought.. These brands struggle to capture and engage consumers. To drive up consumer involvement, they need to move from product features to consumer benefits. These essential brands need to shift their brand communications away from talking about what the brand does and start to talk about what the consumer gets and how the brand makes the consumer feel.

Strategic Thinking Engagement Strategy

Google has used highly emotional advertising with rich storylines that helps turn a potentially boring search engine into an emotional experience consumers cannot live without. With the “Paris” TV ad that aired during the Super Bowl, Google told a romantic story of a boy who went to study in Paris, met a girl, then got a job in Paris, got married, and had a baby. The entire story is told through searching with Google in each moment of the story. Google tells another story out of India of two elderly friends, one a Hindu from India and the other a Muslim from Pakistan, who have lost contact since the partition of India in 1947. The ad shows how the grand daughter uses Google to plan a surprise reunion between the two gentlemen. She was able to find her grandfather’s friend, reach out to his grandson, book a flight and reunite the two. These brand stories are great way to show how involved Google is in the real lives of consumers.

Indulgence Brands

Indulgence brands generate high involvement with consumers, but are considered relatively low in importance to the consumer’s life. The indulgence brands include confectionary, fast food, perfume, beer or coffee brands. These are impulse items with lots of brand switching. The best indulgence brands drive importance by connecting to the emotions of a particular moment of the consumer’s life, either to become part of the day or life stage. These brands have to maintain the high involvement levels to stay within the consumer’s consideration set. They use mass media, social presence, lifestyle marketing, and a “be where they are” media approach.

Strategic Thinking Engagement Strategy

While Disney World is an indulgence brand for families, they do an amazing job in driving up their importance by creating memories for your child’s life. Events like the “Princess breakfast” are purely magical to children.

High Profile Brands

High profile brands are both high in consumer involvement and importance. These are typically badge products such as clothing, cell phones, computers, make up, sports teams, restaurants, or cars. These brands have to consistently nail the brand promise, the brand story, innovation, the purchase moment, and the experience. Any inconsistency in the delivery of the brand will cast doubt to the base of brand lovers.

Strategic Thinking Engagement Strategy

If you want to see how engaged the Ferrari brand lovers are with the brand, go to any Formula One race and you will be in shock at the passion of Ferrari fans. The annual Ferrari Advertising budget is $0. They spend every marketing dollar on the Formula One race.

How to Write Smart Strategic Objective Statements

Brand Leaders need to know how to write a smart strategic objective statement that will provide the necessary clear marching orders that everyone who works on the brand can follow. The reason why I put so much emphasis asking the right questions is that it will lead to a much smarter strategic objective statement as the answer to that question.

Strategic Thinking Engagement Strategy

With the example above, there are four common elements to a smart strategy objective statement:

  1. A smart strategic objective statement must have a focal point, which is the breakthrough point where the brand will exert pressure to create an impact. In this case the focal point is on the loyal consumers.
  2. A strategic objective statement must specifically calls out the strategic program with clear marching orders to the team, leaving no room for doubt, confusion or hesitation. In this case, the VIP consumer experience.
  3. A smart strategic objective statement should call out a specific desired market impact. Which key stakeholder in the market will you attempt to move, whether it is consumers, channels, competitors or influencers? In this case, the desired impact is to turn the consumer’s regular usage into a higher frequency ritual.
  4. A smart strategic objective statement have a specific performance result, linking the market impact to a specific result on the brand, either making the brand more powerful or wealthier. In this case creating a tighter bond with consumers, which will lead to more power over the consumers.

 

Strategic Thinking Engagement StrategyEvery smart strategic objective statement must include all four elements of focus, strategic program, market impact and the expected performance result. This unique strategic model will force you to pick answers for each of these four elements, and help you bring those answers into a strategy statement with crystal clear marching orders for those who will follow the Brand Plan.

How to Write Strategic Objective Statements for Engagement StrategyStrategic Thinking Engagement Strategy

  1. Focus on either increasing the involvement of consumers or increasing the importance of the purchase.
  2. Deploy brand resources against a key strategic program, one of Advertising, Public Relations, Key Influencers, Social Media or packaging.
  3. Achieve a market impact that tightens the bond with consumers, moving them along the Brand Love Curve, moving from Indifferent to Like It, to Love It and to Beloved.
  4. Achieve a performance result that leverages the increased consumer engagement, either driving one of the 8 power drivers or one of the 8 profit drivers.

Examples of engagement strategy statementsStrategic Thinking Engagement Strategy

  • Increase consumer involvement (a) using breakthrough Advertising to help the ‘Real Beauty’ message gain attention (b) to create a base of loyal Dove brand lovers (c) doubling the brand’s market share (d).
  • Increase the importance of Dove’s ‘confidence’ message (a) leveraging social media (b) to build a base of brand lovers (c) who will follow Dove into new categories (d)

Below is our workshop we run to help Brand Leaders think strategically. 

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

Graham Robertson Bio Brand Training Coach Consultant