Microsoft just bought LinkedIn. This is a huge move into the world of social media.

Microsoft has announced a $26 Billion acquisition of Linked In. This is Microsoft’s first entry into the social media world. (or second if you count MSN). My first reaction was “WOW. Just wow.”  I was expecting something, but didn’t see it coming now, and with Microsoft. But good for them. And this is the first move, not the last move.

linked in.002I normally hate mergers and acquisitions, but this one is pretty interesting. Microsoft is making an obvious play at the business world. While the Nokia experiment failed, I wouldn’t be surprised if they keep pushing into the portable device space. The surface has done fairly well (I’m 100% Apple guy, but I see them around). And now  Microsoft will now be able to package Surface + Office + LinkedIn + Slideshare + Skype.

In an email to staff, Microsoft CEO Satya Nadella touted the pairing as a way to improve both companies by integrating LinkedIn’s content and network with Microsoft’s cloud computing and productivity tools. “This combination will make it possible for new experiences such as a LinkedIn newsfeed that serves up articles based on the project you are working on and Office suggesting an expert to connect with via LinkedIn to help with a task you’re trying to complete. As these experiences get more intelligent and delightful, the LinkedIn and Office 365 engagement will grow,”Nadella wrote.

Honestly, I have no idea where the current world of social media settles in, and who owns what. But the world of convergence will happen over the next 5-10 years. From a social media point of view, most of these sites are just about expresses ourselves, just in slightly different ways. If I look at my news feeds on Facebook, LinkedIn, Twitter or Instagram, they are starting to look similar, some days almost too similar. Not all of them will survive or need to survive. There are already apps that allow one to post on each site. Why not take it a step further and just have one site, with 3 or 4 window. Facebook could easily have a personal window, business window, entertainment window or politics window. I don’t see a need for Twitter, do you?

I could easily see Apple and Facebook getting together.

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By the way, shares of LinkedIn surged 48% after the announcement, while Microsoft’s stock was down 4%. Trading in Microsoft had been halted briefly for news pending before the announcement of the all-cash deal. So maybe the market’s first reaction isn’t so strong. I think this is a great fit for Microsoft and the market will settle in.

Your move next Apple.

 

At Beloved Brands, we lead workshops to help teams build their Strategic Thinking, helping Brand Leaders to think differently in terms of competitive strategy, consumer strategy, getting behind your core strengths and being aware of the situational strategy. Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

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

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

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

GR bio Jun 2016.001

 

 

10 annoying tactics that give Marketers a bad reputation

 

1e1d5d079e23366d1149ea834ce8102f62d562519d45930ae0c0fb1b485ffff7I’m a marketer at heart. In terms of career, it’s all I know and all I am. I claim to love everything about marketing. Well, nearly everything. Here are 10 things i despise and even more importantly I believe give us marketers a bad reputation. As Mike Ditka would say “STOP IT”.

  1. The price of popcorn at the Movie Theatre. At the grocery store, a single bag of Orville’s popcorn goes for 29 cents a bag. Yet at the movie theatre, it costs $5.99. I get that the movie is using popcorn to cover the overhead.  But it really is blatantly treating your consumer like a hostage. “Combos” (popcorn plus pop or candy) are even worse. At my theatre, one night while I was 9th in line, I added them up and there is zero savings. So I asked the kid at the front. And the answer the poor kid had to give was “the combos are more convenience than savings”. Wow. That just gives us a bad reputation.
  2. Freight and PDI on a New Car. If you’ve ever bought a car, you have to pay something called freight and PDI. It’s really an admin fee for shipping and preparing the car. What’s frustrating is the negotiation process in buying a car. This is just one more tool at the disposal of the sales people. I know Saturn tried the “no price negotiation” strategy and it backfired. Negotiations with so many moving parts can be a brutal experience. And many times, you start off day 1 with such a negative experience that you’re mad at the brand. Why would you want that?
  3. That’s not all, if you call now…’ Yes, telemarketing is a necessary evil of the marketing game. I’m not a fan. The worst line ever invented is “that’s not all”. That just means we’ve taken this low-cost item we’re trying to sell you and give you a second one for free.  But the rip-off is the “you just pay the shipping and handling” line. You’re likely paying an extra $8=10 in shipping and handling, where the company makes a huge profit on that amount. It’s never double the price to ship two items in the same parcel. And the handling? I wish these guys would stop preying on the defense-less consumer. These techniques make us look bad.
  4. 100% Money Back Warranty…’except for’: A few years ago, I decided to buy a Toshiba Ultrabook, as it was slightly cheaper than the Mac version. While the Toshiba was a bit flimsy, I decided to buy the 3 year extra service plan from Best Buy. I was told “don’t worry, this warranty covers everything, and while it’s being repaired, we’ll even give you a loaner version”. I figured OK, I”m covered. Six months in, the flimsy screen caught up to me and all of a sudden I couldn’t see anything. Confidently, I took it back to Best Buy. They gave me a loaner and a week later said “we can fix it, but the cost to you will be $400” I said “but I have the full warranty”. And they said “yes, but the warranty does not cover software, hardware or battery”. HUH? What else is there? There is nothing else but software, hardware or battery to a computer. Anyway, I bought a new Mac. No wonder Apple does so well in an industry like this.
  5. Paying $3 for headphones on the Airplane. I know pretty much every airline is nearly bankrupt. And I’d never invest a penny into an airline. But the shift to charging the consumer for everything seems like the wrong way to go. There have to be more creative ways than charging $3 for headphones. I was recently on a flight that cost me $1700, which makes that headphone fee about 0.18% of the overall price. Is it really making a dent in the balance sheet of your airline?  Or is giving the consumer a small token a bad thing?
  6. Email Lists you didn’t know you signed up for. I manage my email as best I can. For about 2 months now, I’m getting weekly Hilton Honors email blasts. I finally un-subscribed.  Some of the un-subscribes are easy.  But others are painful with 3 or 4 steps to confirm I really want to un-subscribe and I’m not “mistaken”. Email marketing is just the new form of junk mail. I guess it works for 3% of customers so to get the money from those guys, let’s bug the 97% of customers who don’t want emails cluttering up their inbox. Let’s make it so hard to tick off that “no email thank you” box that we can annoy our most loyal consumers.
  7. Paying more for a large hot tea versus a small: There are 3 component costs in hot tea. The cup, the bag and the water. The only thing that changes with a larger size is more water. Any chance to rip-off the consumer.
  8. 3-year Cell Phone Contracts: When the technology changes every six months and you’re teenager drops (or throws) their phone at least once a week, having that long contract feels like a prison sentence. I get the whole it’s the only way we can cover the cost. But it puts all these phone companies into a position where they get the sale but lose the customer’s loyalty. It’s not a way to build a long-term love affair but rather a growing hatred for one another.
  9. Gas Price Games.  I want one simple rule for gas prices. You have to set them on the first day of the month and leave that price the entire month. Have you ever noticed that the price of gas goes up immediately at the start of a crisis–in anticipation of prices going up.  So a hurricane hits, prices jump up that day just in case the oil industry is affected. Not because it’s been affected. Just in case. Yet the prices don’t come down in anticipation of the world crisis ending,
  10. Call center cold calls at home. Even worse than junk email cluttering up my inbox are the phone calls coming from overseas. I’ve signed up for the “Do Not Call”, but I guess the loophole is to now call from overseas. You’re in the middle of cooking dinner and the phone rings. And there is some 7 second delay before someone says “Hi Mr Robertson”.

These 10 things are very common to most consumers causing great frustration but also lack of respect for the marketing profession. And yes, it is a profession. What are the things about marketing that annoy you and damage our reputation?

How do we get these guys to “Stop It”?

Read more on how to create a beloved brand:

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

Positioning 2016.112

In advertising, what comes first: the MEDIA choice or the CREATIVE idea?

Of course the consumer always comes first. However, as you begin the advertising process, Brand Leaders need to figure out whether the creative determines the media choice you make or the media choice helps frame the creative. When I started in marketing, way back in the mid 90s, life was a little simpler because the media and the creative were both under one agency roof. The meetings were simple: you’d see your various TV script options, give some feedback and then the room would go silent and the account person would say “now let’s look at the media plan” and the media person would take you through a 15 page presentation on where else the idea of your TV script could go. You would see some magazine, OOH and even some sampling idea. Back then, there was no internet advertising yet.

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Then one day, our media folks from our agency were spun off, had a new name, moved offices and had a new President. It now just meant we had two presentations and the Brand Leader now had to make sense of things and try to piece it together. About a year into that new relationship, I was sitting there confused and asked the question: “So what comes first, the media choice or the creative idea?” The room went silent for about 5 minutes. Then of course both sides talked over each other, both saying it was them that came first.  

All Marketing Execution has to do something to the brand–getting the consumer to think, act or feel differently about your brand. Media is an investment against your strategy and creative is an expression of your strategy. Both media and creative are only useful if they connect with consumers. Great advertising must connect through very insightful creative that expresses the brand’s positioning and told in a way that matters to those who care the most. Great advertising must be placed within the consumers’ life where it will capture their attention and motivate them in the expressed desired way to meet the strategy. So really, the consumer comes first and strategy comes second. Media and creative need to work to jointly capture the consumer and deliver the strategy.  

With separate agencies, the problem now rests with Brand Leaders to figure it out. While one could theoretically argue that if the Creative Idea of the advertising is so big, it should work in every medium. That’s just not always true in reality. Some ideas just work better in certain mediums. Yet the media people could also theoretically argue that if you go for the most efficient and effective media option, the media will do the work for you. That’s also not true. The best overall advertising should work focus on what has the most impact and what has the highest efficiency.  

Here’s a solution for Brand Leaders 

The three questions you always need to keep in your head at all times: 1) where is your consumer 2) where is your brand and 3) how does the creative idea work? 

1.  Where is your consumer?

You should really understand who your consumer is, and who they are not. You need to make sure you understand the insights about them, because it’s those insights within your creative that allow you to connect with them. They’ll say “they get me”. You should always be mapping out a day in the life of your consumer. Get in their shoes and say “what does my consumer’s day look like and how will my message fit or interrupt their life?” Take a “be where they are approach” to your media. 

2.  Where is the Brand?

First thing you have to do is consider where your brand is on the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved. At INDIFFERENT, it’s about announcement style such as mass media, LIKE IT becomes about separating yourself from the competition while LOVE IT and BELOVED you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.

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3.  How does the Creative work? (The ABC’S)

The best advertising should draw ATTENTION, be about the BRAND, COMMUNICATE the main message and STICK in the consumers head long beyond the ad.

  • Attention: You have to get noticed in a crowded world of advertising. Consumers see 7,000 brand messages per day, and will likely only engage in a few. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding: Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness: Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own. Brands have exist in the minds of the consumer. 
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In the reality of advertising, not every ad execution will be able to do all four of the ABC’S.  When I’m in the creative room, I try to think about which of the two ABC’S are the most critical to my strategy. If it is a new product, I want all four, but I have to have: Attention and Communication. If the brand is in a competitive battle I have to have Brand and Communication.  If the brand is a leader and beloved, I need to make sure the advertising is about the Brand and that it Sticks.   

What I recommend you do:

In a sense, you have to work the creative and media together. But that’s impossible. So what I do is hold off on making any media decisions until you see the creative idea and how it is expressed in a few media options. With all the potential media options now available, I ask for 3 executions for each creative option:

        1. Video version
        2. Billboard 
        3. Long Copy Print

Sounds simple, but here’s the logic. With those 3, I can now imagine how the advertising might work across all possible media options. 

  • The “Video” allows me to imagine how the creative would work for traditional 30-second TV ad, a 60-second movie theatre ad, 2 or 3 minute viral video for sharing or even a video you could put on a website.
  • The “Billboard” allows me to imagine how it would work with traditional media options such as out-of-home billboard, bus shelter, in-store poster, packaging copy and the back cover of a magazine.  Or if we want to look at digital, it could be a digital billboard, Facebook photo, website cover.
  • The “Long Print” allows me to imagine what how it might work with a print ad, side panel of packaging, brochures, public relations story-line,  social media feed or even a blog on your website.  

With 3 simple asks against each creative idea, it covers off most of the traditional media options, even covering the digital media. So now as the Brand Leader goes to their Media Agency, they will know how the creative idea would work against any of their recommendations. 

Obviously, we always recommend that you focus. So we’ll likely recommend a lead traditional media and a lead digital and lead social option. You need to make the most out of your limited resources of dollars, time, people and partnerships. However, if we want a creative idea to last 5 years, seeing it work across this many media options gives me a comfort that should I need that option, I know the creative idea will work.

The media math from a client’s view

While the media agency owns the media math that blows your mind, here is some simple client side media math. As clients, we have to make the most of our budgets. 

  • Your production budget should be around 5-10% of your overall advertising plan. If you have small budgets, that may creep up to 20%, but that’s it. Every time you do a new piece of creative, the production dollars go up and the media dollars go down. I’d recommend you focus on one main traditional media and have only one secondary option. This keeps your spend focused. 
  • When it comes to social media, keep in mind there is no free media options. Instead of financial capital, you are now exhausting people capital. Just like the traditional options, I would recommend one lead social media and one secondary focus. Do not try to be all things to all people.  
  • The other reason to focus is to ensure you do great executions and not just “ok”.  Pick the media that maximizes the power of the creative. Don’t exhaust the team by spreading them against too many activities.   
  • Allow 80 to 90% of your media spend be on the highly effective highly efficient media plan. That means 10-20% of your media spend can now go against high IMPACT creative ideas that you know will break through.  

Work with both the creative and media at the same time, figuring out what gives the highest return on your investment

 

To see a training presentation on getting Better Marketing Execution: 

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.

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Consumer Insights are secrets that we discover and use to our brand’s advantage

There is a difference in selling to someone and motivating someone to buy.

When you just sell, you start with the product and you don’t really care who you sell to. Whoever comes through the door, you start talking to them about the features of the product and look to close the deal.
Motivating someone to buy starts with the consumer not the product. Instead of selling to anyone, you have to target those consumers who are already motivated by what you do. You have to matter the most to those who already care the most. You have to understand them, to match your brand up to their needs, wants and desires.

You have to get in the consumer’s shoes, observe, listen and understand their favorite parts of the day. You have to know their fears, motivations, frustrations and desires. Learn their secrets, that only they know, even if they can’t explain. Learn to use their voice. Build that little secret into your message, using their language, so they’ll know you are talking to them. We call this little secret the consumer insight. When portrayed with the brand’s message, whether on packaging, an advertisement or at the purchase moment, the consumer insight is the first thing that consumers connect with. When consumers see the insight portrayed, we make them think: “That’s exactly how I feel. I thought I was the only one who felt like that.” This is what engages consumers and triggers their motivation and desire to purchase. The consumers think we must be talking to them, even if it looks like we are talking to millions.Strategic Thinking 2016.062

Consumer Insights are secrets that we discover and use to our brand’s advantage

It is not easy to explain a secret to a person who doesn’t even know how to explain their own secret. Try it with a friend and you will fail miserably. Imagine how hard it is to find that secret and portray it back to an entire group of consumers. Safe to say, consumer insights are hard to find.

The dictionary definition of the word Insight is “seeing below the surface”. To get deeper, when you come across a data point, you have to keep looking, listening asking yourself “so what does that mean for the consumer” until you have an “AHA moment”. You can start with the observations, trends, market facts and research data, but only when you start asking the right questions do you get closer to where you can summarize the insight. Look and listen for the consumer’s beliefs, attitudes and behaviors that help explain how they think, feel or act in relationship to your brand or category. Because the facts are merely on the surface, you have to dig, or you will miss out on the depth of the explanation of the underlying feelings within the consumers that caused the data. Think beyond the specific category insights and think about life insights or even societal trends that could impact changing behaviour.

Good insights get in the SHOES of your consumer and use their VOICE. We force every insight to be written starting with the word “I” to get the Marketer into the shoes of the consumer and force them to put the insight in quotes to use their voice.

Here are two examples of how using Consumer Insights drove business results.

  • Working in the quit smoking business, our starting point was: “Studies show that people try to quit cold turkey 7x before reaching for a smoking aid to help them quit.” That’s not insightful. That’s just a lack of deep thinking. Only when we watched, listened and dug deeper could we feel the consumers pain. When you hold a 2 hour focus group with smokers and tell them “you can’t smoke for 2 hours and we’re going to talk about smoking the entire time” you can see them getting crankier and crankier in the second hour. What we learned is smokers are actually scared to quit, because they knew they’d either fail or lose friends. The new insight we came up with was: “I know I should quit. I’ve tried to quit so many times, it’s ridiculous. I’m not myself, I’m grouchy, irritable and feel out of control. Quitting Smoking Sucks.” When we share this secret with a smoker and they say “yup, that’s exactly how I feel”. The ad they made was a Flight Attendant losing her mind trying to quit smoking, and was the highest tested ad in the company’s history.
  • Working with a bank who was trying to gain a competitive advantage by staying open late, our starting point was this fact: “Recent research shows if a Bank were to open till 8pm, that customers would use the bank 3.4x more each month and with added transactions that would mean $26 more for each customer, and nearly $32 Million in revenue overall.” That’s not insightful. That’s just a lack of deep thinking. Consumers would resent a bank if they knew they were only opening late so they can make more money from them. When we started to think like the consumer, we landed on this insight: “I am so busy driving my kids around, I can never get to the bank during banking hours. I wish there was a bank that worked around my life, rather than me working around the banks’ life.” When we share this secret with a busy mom, she says “that’s exactly how I feel”. The ad they made with this insight had a woman doing a head stand on a yoga pillow with the caption “I do my banking between yoga and taking my kids to soccer practice”. The ad was the highest performing ad in the bank’s history.

Knowing the secrets of your consumers is a very powerful asset. An insight should ONLY connect with the audience you are talking to. I hate when people say “we don’t want to alienate others”. The best brand communication should be like whispering an inside-joke that only you and your friend get. Yes, when we target, we actually do want to alienate others. That’s the only way we will truly connect. Your ability to harness those secrets into creating insights that are arresting or intriguing, fuels the creative spirit as you tell your brand’s story, launch new innovation and move the consumer through to the purchase moment.
After all, there is one source of revenue, not the product you sell, but the consumers who buy. In a tough competitive market, your ability to harness the secrets of your consumers that only you know, is a huge potential competitive advantage.

Done right, if you can make consumers want to buy, you will never have to sell.

Here is the Nicoderm ad based on the consumer insight:

 

We run brand training workshops on everything connected to marketing. Here’s our workshop on Brand Positioning:  

 

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. To learn more about Marketing, continue to visit beloved-brands.com where you will have access to stories on everything connected to brand management. 

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Barbie is trying to inspire girls to believe that “you can be anything”

Barbie faced major declines

Barbie has been heavily criticized over the last few decades for projecting an unrealistic image for girls. Launched in 1959, Barbie was the blonde all-American dream, but a complete fiction that many believe to be doing more damage of the self confidence of girls. The modern Moms didn’t want their daughters playing with Barbie anymore. All of a sudden, Barbie sales declined 20% in 2012 to 2014. The brand needed to make a dramatic change.

Barbie took a dramatic step forward–even if just to catch up to where they should be–by launching new possibilities with realistic options for body type (curvy, tall and petite) and various ethnicities (seven skin tones) They needed to create a Barbie that Moms would think acceptable for their girls to play with. These moms wanted a good symbol for their daughters, not something unrealistic and unattainable. The new Barbie is a good first step.

 

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Next, the supporting Advertising for Barbie has gone viral with over 20 Million views. The ad starts by showing a young girls in situation as a College Professor, a Museum curator, a Veterinarian or a Soccer coach.  The supporting copy: “When a girl plays with Barbie, she imagines everything she can become.” with a bold tag-line:  YOU CAN BE ANYTHING. This is a great ad with a new message that should fit with the modern moms.

 

Barbie sales are up 8% this past holiday period, a good start to the turnaround. 

Here are five lessons for Brand Turnarounds

  1. Ensure the right people in place: Before even creating the plan, you need to get the right leadership talent in place. Talent, motivation, alignment. Mattel brought in new CEO last spring who reshuffled a lot of the executives in an effort to turn the business around.
  2. Look to close leaks on the Brand: Use brand funnel to assess, using leaky bucket tool to close leaks. Find out where the specific problems are coming from. Barbie has done a nice job in listening to their consumers, the moms who were rejecting the brand due to stereotypes.
  3. Cut the fat, re-invest: go through every investment decision, invest only in programs that give you an early break through win. Even faced with Sales declines, Mattel made a smart move to cut costs by 10% to drive profits back into the business. It is hard to do a turnaround while the profit keeps falling.
  4. 3-stage plan: In stage 1, find early/obvious win, halts slide, helps motivation. In stage 2, invest behind new positioning/new plan, focused decisions, take risks. In stage 3, make adjustments to plan, build innovation behind new ideas that fit plan. Barbie started talking about the plan a year ago, listening to consumers and preparing for the big launch. So far, they’ve stemmed the decline, but now they need to build a plan for the next 3-5 years that grows this business.
  5. Motivating a demotivated team: Losing can be contagious to a culture/team. Recognize wins to fuel performance driven culture. People on the team needed new leadership and needed room to take chances with this iconic brand.

We run workshops on Strategic Thinking that looks at brand strategy including competitive war games, focusing on your core strength, building connectivity with consumers and situational strategy.

 

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.

custom_business_card_pile_15837We 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. 

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Align the 5 consumer touch-points to build consumer connectivity and brand love

When we think of the most beloved brands–Starbucks, Apple, Ferrari, Disney, Nike or Mercedes–it’s really hard to figure out the ONE part of the brand that really makes it great. For example on Apple, I have heard: “Apple has the best products” or “they have the best ads” or “it’s actually the experience”. At Beloved Brands, we believe you need 5 magic moments that a brand must deliver at an extremely high degree in order to become a beloved brand:

  1. Brand Promise
  2. Brand Story
  3. Innovation
  4. Purchase Moment
  5. Experience
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Brand Promise: Create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper. Try to use a brand positioning exercise to figure out your brand’s value proposition–we use a brand ladder (below) where we map out the target definition, product features, rational benefits and emotional benefits. To read more, click on this hyperlink: How to write a brand positioning statement

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Brand Story: At Beloved Brands, we see Advertising as a tool for telling your brand story in a way that creates a bond with consumers, to establish your brand’s positioning and to drive change in your consumers behavior that leads to higher sales, share and profit. You should use your brand story to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers. Here’s a hyperlink to a story on helping you judge advertising: Judging Advertising

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Innovation: Fundamentally sound product, staying at the forefront of trends and using technology to deliver on your brand promise. The trick with innovation is keeping the serendipity of an R&D team aligned, while pushing for a balance of blue ocean against staying within the perimeters of the brand strategy. New products have to meet consumer needs and many times creating a consumer need they didn’t even know they had. 

Purchase Moment: As consumers get near the purchase, there becomes this “moment of truth” when they have to make the final decision to buy. We manage the purchase moment using a buying system that maps out how consumers move through the purchase cycle and use channels, messaging, processes to make the final decision.

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Experience: Turn the usage of your product into an experience that becomes a ritual and favorite part of their day. One of the best brand experiences is Starbucks, providing consumers with more than just coffee, but rather an escape from daily grind a hectic life. At Starbucks, you find that little moment between home life and work life, a cool atmosphere indie music and leather chairs, a barista that knows your name and your drink, you can order in Italian and one of the best things they manage to indirectly achieve–no screaming little kids.

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The brand becomes more powerful when everything is aligned under a “big idea” for your brand. In today’s crowded media world, consumers now see 6,000 brand messages every day. They have to quickly sort through those messages, rejecting most and only engaging in a few each day. It’s those brands who can communicate in a headline style idea will grab the consumers attention.

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Once you establish that big idea, you can align each of the 5 magic moments underneath that big idea. 

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Using the Big Idea map above, we can see the promise comes from the brand positioning, the brand story is told through advertising, the innovation is driven by R&D, the purchase moment is a combination of your sales team and your distribution strategy while the experience comes directly from how you manage the operations and culture of your organization. As you can start to see, everyone and every activity should be driven by the Big Idea. To show you how to use the Big Idea map, here’s the example using the Apple brand, showing how they align behind everything linked to the big idea of “simplicity”.

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You should align and manage every part of your Organization around your Brand’s Big Idea

 

To read more about how to create a beloved brand, click on this presentation which is our workshop we lead around how to create a beloved brand: 

 

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.

custom_business_card_pile_15837We 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

Positioning 2016.111
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Before you fire your Agency…

Article that we wrote for Marketing Magazine Marketing Magazine link

firedThey say clients get the work they deserve. If you knew being a better client would get you better advertising, could you show up better? Would you actually show up better? There’s a reason why there are so many agency reviews: clients can’t really fire themselves. However, if you fire your current agency and then you don’t show up better to the new agency, they will be doomed to fail from the start. And the cycle will continue.

The role of the client matters.

I have seen so-so agencies make great work for an amazing client. I have also seen the best agencies fail dramatically for a bad client. My conclusion: The client matters more than anyone else, as they hold the power in either enabling or restricting impactful advertising from happening.

I have always reminded myself that we never really do anything. We don’t make the product, sell the product or create the ads. Yet, we touch everything and we make every decision. Our greatness has to come from leading the experts we engage, so that they reach for their own greatness and apply it on our brand. Great clients communicate their desires with passion to inspire their agency; they hold everyone accountable to the strategy and stay open to explore new solutions through creativity. Great clients are wiling to stake their reputation on great work.

Here’s how to show up better as a client:

  • Narrow your focus with a tight target: Some brand leaders want options to help make decisions. The problem is that clients write such a wide creative brief that it creates room for strategic options, when really the brand leader just wanted creative options. Instead, have one main message and one objective. Keep your list of mandatories to a bare minimum. Do your strategic homework before you write the brief. Start with the consumer and bring their story to life using insights that will make consumers say, “That’s me.” Knowing you have the right strategy will give you more conviction to decide on the right creative expression of that strategy. The smaller the brief, the bigger the ideas.
  • Allow creativity to unfold: 7e11158d-971e-4d29-80fa-cb27b96f0ebe-originalWhen you write a tangled weave of mandatories in the brief that almost writes the ad itself, the agency feels trapped and unable to do anything surprising or spectacular. Don’t use every meeting to steer towards the type of advertising you want to see, while being outspoken against the type of work you don’t want to see. Let the agency take charge of writing the brief. You can still debate every word, always knowing if you hold the power of decision, you don’t need to hold the pen as well. In meetings, show you are open to new solutions. It is okay to know exactly what you want, but you should never know until the moment you see it. Think of advertising like the perfect gift you never thought to buy yourself. As the leader, you always hold the final power of the decision. You will be even more powerful if you never have to use it.
  • Lead with passion: There is no mathematical pathway to choosing the best advertising based on a winning score. Great advertising has to balance the art and science, using both your creative instincts and strategic mind. You need to, be willing to fight to make the best work happen and put all of your energy into making the work spectacular. Do not use the logic of research to choose your path, but to confirm the choice you are dying to make.

Being a better client is something you can learn. Advertising takes experience, practice, leadership and a willingness to adjust. Ask for advice. Watch others who are great. Never give your agency new solutions, just give them new problems. Inspire greatness from your agency; yet never be afraid to challenge them for better work. They would prefer to be pushed rather than held back. Be your agency’s favourite client, so the agency team wants to work on your brand, not just because they were assigned to work on your business. Be the champion who fights for great work even if you have to fight with your boss.

Once you show up better, you might find your agency shows up better. Together, you will make amazing work.

 

Do you want to realize your full potential in Brand Management?  We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you

Beloved Brands: Who are we?

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

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

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. 

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10 things that good Advertising should do

Marketing Execution 2016.006People always ask me “So what is it that makes a Brand Leader good at advertising?”

I used to think they must be more creative.  Or they are more in touch with creative people.   Or better yet, they are a visionary.

I never really thought these answers satisfied me.  Advertising is so much more than that.

In fact there are many things around advertising that have nothing to do with the creative.  There needs to be a great Brand Plan, the Creative Brief should be tight yet rich with insight. Brand Leaders have to manage the process and stay on strategy and they should have an ability to select the right media.  They should take risks. They have to be able to handle the stress of ambiguity against deadlines, and the pressure to make the numbers in the face of art. Advertising is half art, half science. They have to be able to give some freedom on execution, yet maintain a tight control on the strategy.

Brand Leaders must be good at giving good feedback, maybe even a bit fussy on details. Be nice though.  They have to love the work and bring that emotion to the table. What about motivating the team?  Not just motivating the creatives, but the planners, the account people, the editors and even the directors. Someone who is great at Advertising has to make decisions. They have to be able to walk in the shoes of the consumer, yet still live at the desk of the brand. They must have the ability to gain alignment with their own team and yet gain approval from the senior management of the company. They have to be able to sell the work.  At all stages. The list goes on and on.

There are just so many things that are required to get good advertising. Being creative is a great start. But it is more.

So after thinking about this question for a few years, I finally nailed it:  

A Brand Leader that is good at advertising is able to consistently get good advertising on the air, and keep bad advertising off the air.

Marketing Execution 2016.019It’s such a simple yet complicated answer. Almost as simple and complicated as David Ogilvy’s line “Clients get the work they deserve”. I know that is true, in every way that it is meant. I always ask Brand Leaders, “if you knew that how you showed up actually impacts the advertising, do you think you might show up differently?” I hope the answer is yes. But I’m not sure they do. Those great at advertising get it.

Sadly, there is an equally long list of things that make Brand Leaders bad at advertising. These days, there is so much learning on the job that people end up as the decision-maker in the room, sitting there trying to lead the advertising when they haven’t even properly trained on how to do it. Malcolm Gladwell says you’re an expert when you’ve had 10,000 hours.  And yet, there are Brand Leaders are thrust into leading an Ad Campaign with 20, 30 or maybe 100 hours. And no training. Even those who are supposed to teach you haven’t been trained.  So you are both learning. How can you consistently get good advertising on the air,  managing such a complicated process when you’re still learning. On the job.

The 10 things good advertising should do

Here’s a starting point for you when you’re judging creative.

  1. Set yourself apart. Beloved Brands must be different, better, cheaper. Or they are not around for very long.   The story telling of the brand’s promise should help to separate the brand from the clutter of other brands that are stuck in our minds. And that starts with creative that feels different and of course makes the brand seem different.
  2. Focused! A focused target, a focused message, a focused strategy against a focused communication idea, a focused media.  The whole discipline of marketing is founded on focus, and yet Brand Leaders struggle most in this area.  They always want that “just in case” option.  Marketing Execution 2016.031
  3. Keep the idea and communication very simple. Communication is not what is said, but what is heard. Too many people try to shout as many messages as they can in one ad. What does the consumer hear? A confusing mess. By throwing multiple messages you are just making the consumer do the work of deciding the most important message, because you couldn’t figure it out. My challenge to you is to stand up on a chair and yell your main message as though you are standing on top of a mountain.  If you can’t YELL it out in one breath, then your idea is too complex. Or just too long. The Volvo Brand Manager gets to yell “Safety” in one clean simple breath. Can you do that?
  4. Have a good selling idea. While Big Ideas break through, they also help you to be consistent, because you have to align your thinking to the Big Idea. You’ll see consistency over time, across mediums–paid, earned, social and search–and you’ll see it throughout the entire brand line up of sub brands. Consumers will start to connect to the big idea and they’ll begin to relate your brand with that big idea. Look at your ad:  does it have a big idea?
  5. Drive engagement: Too many Brand Leaders forget to engage the consumer. They get so fixated on saying their 7 messages that they figure the ability to capture attention is just advertising fluff. But it all starts with attention. The consumer sees 5,000 ads a day and will likely only engage in a handful.   If you don’t capture their attention, no one will remember the brand name, your main message or any other reason to believe you might have.
  6. Let the Visuals do the talking. With so many ads, you need to have a key visual that can capture the attention, link to your brand and communicate your message. The ‘see-say’ of advertising helps the consumers brain to engage, follow along and remember. As kids, we always love the pictures. We still do.
  7. Sell the solution, not the product. Consumers use brands to solve problems in their lives.  Your brand will be more powerful if it solves the problems of life. Figure out the consumers’ enemy and conquer it on their behalf. Consumers don’t care about what you do, until you care about what they need. No one has ever wanted a quarter-inch drill, they just need a quarter-inch hole.
  8. Be Relevant with the Consumer. A beloved brand finds a way to matter to those who really care.  It’s not only the right brand promise that matters, but the right communication of that promise. You can’t sell carpet cleaning to someone who only has hard wood floors. And you can’t sell a golf ball that goes 20 yards farther to someone who despises golf.
  9. Make ads that are based on a consumer insight. Insights are not facts about your brand. That’s just you talking AT the consumer. Insights are something the consumer already knows but they didn’t realize that everyone felt that way. Insights enable consumers to see themselves in the situation and once you do that, the consumers might then figure the brand must be for them. Insights allow you to connect and turn the ad into a conversation.
  10. Tell the story behind the brand. There should be richness in your brand’s purpose. Why did you start this brand? How does your brand help people? Why do you get up in the morning? Remember:  people don’t buy what you do as much as they buy why you do it.

 

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The ABC’S of Advertising

Another way to rephrase this list is through the ABC’S: Attention Branding Communication and Stickiness.  

  • Attention: You have to get noticed in a crowded world of advertising. Consumers see 6000 ads per day, and will likely only engage in a few. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding: Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness: Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own. Brands have exist in the minds of the consumer.

 

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Be a Better Client

If how you show up to the agency will produce better advertising work  Then show up right.  

Agencies should be treated like trusted partners, not suppliers. Engage them early asking for advice, not just telling them what to do and when. If you tell an agency what to do, there will only be one answer “YES”. But if you ask them what to do, there are three answers:  yes, no or maybe. Seek their advice beyond advertising.   Build a relationship directly with the creative teams. Be more than “just another client”.

Getting great advertising is a balance of freedom and control. Most Marketers allow too much FREEDOM on the strategy but want to exhibit CONTROL on the creative. It should be the reverse, you should control the strategy and give freedom on creative.  Don’t go into a creative meeting with a pre-conceived notion as to what the ad should look like. Creative people are “in the box” problem solvers. What they don’t want a) blank canvas b) unclear problem and c) your solutions to the problem.  Let them be in the box and find the solution for you. That’s what motivates them the most.

Advertising must do something for your brand. It must make the consumer think, feel or act differently than before they saw the ad.

 

To see the Beloved Brands workshop training presentation on getting Marketing Execution click no the link below: 

 

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. 

Brand Careers 2016.107

How to be a great Brand Leader: Do absolutely nothing

To inspire greatness from your experts, give them your problems to solve. Never your solutions.

Article that we wrote for Advertising Age.

Very early on in my brand management career, I was at a dinner party with my in-laws, who began to grill me on what I did for a living. Brand management has never been easy to explain to those outside the industry. “So, are you the guy who comes up with the funny ads? No. Ad-AgeAre you the guy who designs the cool new products? No.” After about 10 failed questions, they finally said, “So what do you do?” And I said “Nothing. I don’t really do anything. But I’m good at it.” They laughed, but they were likely scared that their daughter was marrying someone doomed to fail.

Remember when George from Seinfeld said, “Jerry, this show is about nothing.” That’s how I felt as a brand manager. Like George, I think what made me really good at my job is that I did nothing. Absolutely nothing. Over my 20 years of brand management, whenever I walked into a meeting, I used to whisper to myself, “You are the least knowledgeable person in the room. Use that to your advantage.”

The power was in the ability to ask clarification questions. When I was in with the scientists — following my C+ in tenth-grade chemistry — I was about as smart as the consumers I represented. I needed to make sure all the science was easy to explain. With my ad agencies, I finally figured out that I never had to solve problems. I just gave them my problems to solve. It became like therapy. Plus, with six years of business school — without one art class — what do I know about art? I was smart enough to know that I needed to make the most out of the experts I was paying.

While we don’t make the product, we don’t sell the product or create the ads, we do touch everything that goes into the marketplace and we make every decision. 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 to our brand. Brand management has been built on a hub-and-spoke system, with a team of experts surrounding the generalist brand leader.

BBI Creds Deck 2016.002When I see brand managers of today doing stuff, I feel sorry for them. They are lost. I just saw that the CEO of Uber designed his own logo. Doesn’t he have better things to do? Brand leaders are not designed to be experts in marketing communications, experts in product innovation, or experts in selling the product. They are trained to be generalists — knowing enough to make decisions, but not enough to actually do the work.

Fifteen years ago, ad agencies broke apart the creative and the media departments into separate agencies, forcing the brand leader to step in and be the referee on key decisions. Right after that, the explosion of new digital media options that mainstream agencies were not ready to handle forced the brand leader to take another step in.

With the increasing speed of social media, brand leaders have taken one more step in. Three steps in, and brand leaders can’t find a way to step back again. Some brand leaders love stepping in too far so they can control the outcome of the creative process. However, if you are now doing all the work, then who is critiquing the work to make sure it fits the strategy? Pretty hard to think and do at the same time.

Brand leaders need to take a step back and let the creativity of execution unfold. I always say that 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 as 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. From my experience, 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 your 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 a brand leader. Trust me, it is a unique skill to be able to inspire, challenge, question, direct and decide, without any expertise at all.

After all, I am an expert in doing nothing.

To read the original article that we wrote for Advertising Age, click on this link

Ad Age Article: How to Be a Great Brand Leader: Do Absolutely Nothing

At Beloved Brands, we lead workshops on everything connected to Brand Management, including Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

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

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

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

 

Brand Careers 2016.107

How to be successful in the Brand Manager role

Brand Careers 2016.031Most new brand managers mistakenly think this role is about managing because they finally get a chance to manage a direct report. However, the bigger part of this role is the transition you need to make as you move from do-er to owner. Yes, you’ll get your first change to manage a direct report, but many times that effort can be a distraction from your chance to continue to learn and grow. Many brand managers are disheartened to find out they are a disaster with their first direct report, but I always remind them that they’ll finally get better by the fifth direct report.

Here are the five success factors for Brand Managers:

1. Ownership

A great Brand Manager takes ownership of the brand. Many BMs struggle with the transition from being the helper to being the owner. As you move into the job, you have to get away the idea of having someone hand you a project list. Not only should you have to make the project list, you should come up with the strategies from which the projects fall out of. Brand Careers 2016.049A great Brand Manager talks in ideas in a telling sense, rather then an asking sense. It is great to be asking questions as feelers, but realize that most people are going to be looking to you for decisions. They will be recommending you will be deciding. When managing upwards be careful of asking questions—try to stick to solutions. You just gave up your ownership. Your director wants you to tell them what to do, and debate from there.

2. Strategic direction

A great Brand Manager provides a vision & strategies to match up to. Bring a vision to the brand. Push yourself to a well-articulated 5-10 year brand vision great. But a vision can be as simple as a rallying cry for the team. But you have to let everyone know where you want to go. The strategy that matches up to the vision becomes the road map for how to get there. As the brand owner, you become the steward of the vision and strategy. Everything that is off strategy has to be rejected. Communication of strategy is a key skill. Learn to think in terms of strategic pillars, with 3 different areas to help achieve your overall strategy. Having pillars constantly grounds you strategically, and is an easy way for communicating with the various functions. Each function may only have 1 strategic pillar but seeing how it all fits in is motivating.

3. Managing others
A great Brand Manager spends the effort to make their ABM as good as can be. Most BMs struggle with their first five direct reports. The key is to keep self evaluating and looking for ways to improve with each report. Most BMs struggle to shift from “do-er” to “coach. They think they can do it faster, so they may as well do it. They just become the “super ABM”. Many BMs fail to share the spot light, so it becomes hard to showcase the ABM. But the work of your ABM reflects 100% of how good of a manager you are. ABMs need feedback to get better—both the good and bad. I see to many BMs not giving enough feedback. And so many afraid of “going negative” so the ABM is left in the dark or left thinking they are doing a good job. Great BMs take the time to teach up front, give the ABM some room to try it out and then give hands-on feedback in real time. BBI Creds Deck 2016.002Use weekly meetings to give both positive feedback and address gaps. Brand Mangers should do QUARTERLY sit down performance reviews with their ABMs, who have the capacity to learn faster than annual reviews allows for.

4. Working the system
A great Brand Manager gets what they want and need. The organization is filled with groups, layers, external agencies, with everyone carrying a different set of goals and motivations. You can see how the organization works and appreciating what are are the motivations of various key stakeholders. You then use that knowledge to begin to work the system.You are starting to see key subject matter experts giving you their best. You understand their personal motivations and find a way to tap into those motivations as a way to ask people for their best. It might be an odd step, but from my experience a really motivating step. Very few people ask for “your best”.

5. Dealing with Pressure
A great Brand Manager can handle pressure: ambiguity, results, relationship time. Ambiguity is one of the hardest pressures. As a leader, patience and composure help you sort through the issues. The consequences of not remaining composed are a scared team and choosing quick decisions with bad results. Another big pressure is when the results don’t come in, it can be frustrating. BBI ads for 2015.010Reach for your logic as you re-group. Force yourself to course correct, rather then continuing to repeat and repeat and repeat. Challenge team to “this is when we are needed” You will see pressure in relationships. Be pro-active in making the first move to build a relationship. Try to figure out what motivates and what annoys the person. Understand and reach for common ground, which most times is not that far away. At every level there is time pressure. It is similar to the ambiguity. Be organized, disciplined and work the system so it doesn’t get in your way. Be calm, so you continue to make the right decisions. Use time to your advantage.

The ten reasons that Brand Managers fail:

  1. Struggle to make decisions
  2. Not analytical enough
  3. Can’t get along
  4. Not good with ambiguity
  5. Too slow and stiff
  6. Bad people Manager
  7. Poor communicators, with manager, senior management or partners
  8. Never follow their Instincts
  9. Can’t think strategically or write strategically
  10. They don’t run the brand, they let the brand run them.

The reality is everyone will have 1 or 2 of these potential points, just naturally. You have to use your time as a Brand Manager to work on closing them.  Especially if they come up in your performance review. At the Brand Manager stage, I hope you love the magic of marketing. Let it breathe and let it come to life. It is easy to lose your passion and try to do what your boss wants or do things to make short term numbers so you can get promoted. Those don not really work long term. My advice is do not just do the job, do it with all your passion. If you don’t love the work you do, then what consumer would ever love your brand.

Brand Manager role should be an amazing experience for you. Make the most of it.

At Beloved Brands, we lead workshops on everything connected to Brand Management, including Click on the Powerpoint file below to view:

 

Beloved Brands: Who are we?

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

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

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

Brand Careers 2016.107