Tag Archives: Marketing

How to drive more Attention in your Brand Communication

Slide1I always use my instincts as my first gut reaction of the advertising.  When the agency shows me an ad, I don’t want any set up, don’t read the brief, don’t tell me “this is really funny”.  Unless we are prepared to buy a 30 second spot to explain our ad and put it right in front of our Ad, then we must watch the work as though we are the consumer.  But even after 20 years and hundreds of spots, I don’t rely on just my instincts.  I do the thinking time.  And the tool I usually turn to is the ABC’S.  I want to make sure we create an ad that attracts  Attention, it’s about the Brand, it Communicates the brand story and Sticks in the consumers mind.   

  • 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. 
How to Drive more Attention

Buying media and putting something on air does not attract attention for your ad.  All those testing or tracking results start with Attention for a reason, your Brand Link scores are a ratio of those that the ad captured.  Driving more branding of a poorly engaging ad doesn’t really do much.  

You have to EARN the consumers’ attention.  Most of the media options still, are passive mediums where the consumer is more engaged in the content, and the advertising needs to be interruptive.  No consumer has ever said “what are you doing tonight Bill?”.   “Well Bob, I’m going home, grab a bite to eat and watch some TV ads”.  The best way to grab Attention is to take a risk and do something not done before. Here are the best ways to attract attention.

  1. Be Incongruent:  This is a great technique to get noticed is by being a bit off kilter or different from what they are watching.  A lot of brand leaders are afraid of this, because they feel it exposes them.  Avoid being like “wallpaper”   If you want a high score on “made the brand seem different”, it starts with acting different.   
  2. Resonate:  Connect with the consumer in the true way that they see themselves or their truth about how they interact with the brand.
  3. Entertain them:  Strike the consumers emotional cord, by making them laugh, make them cry, or make them tingle.  From the consumers view—they interact with media to be entertained—so entertain them.
  4. The Evolution of the Art of Being Different:  As much as Movies,  TV music continues to evolve, so do ads. As much as your art has to express your strategy, it needs to reflect the trends of society to capture their attention.  Albino fruit flies mate at twice the rate of normal fruit flies.  Be an albino fruit fly!!!
  5. Location Based:  Be where Your consumers are open and willing to listen.  The Media choice really does impact attention.  Make sure your creative makes the most of that media choice.  
  6. Be Part of the Content:  As much as consumers are engaged in the content, not the advertising, then having your brand front and center and part of the story can be a great vehicle for driving attention. Watching a movie and seeing them using a Mac makes the product seem cool, or driving a red Mini Cooper in the Italian Job made me want that car.  Or creating content on line that engages like Toyota’s Swagger Wagon or the brilliant BMW Films site from 10 years ago.   
  7. Be Sharable:  We are seeing so many amazing story-telling ads getting passed around on social media vehicles.  Most are designed for that very reason, many of them 2-3 minutes in length.  These long videos are great for engaging the consumer emotionally.  

This Dodge Ram “Farmer” ad is a great use of being incongruent.  This extremely quiet spot, was aired during the Super Bowl, when all the other ads are loud, slapstick style ads.  The use of photography only, the great voice of Paul Harvey with “so god made a Farmer” gives you shivers.  

 

 

Budweiser’s Wazzup ad was so different that it jumped off the TV screen.  The language was authentic, connecting with how guys tend to talk to each other, when no one else is around. 

 

 

Lynx ads are so entertaining they become content you want to watch.  This spot from the mid 90s with Jennifer Anniston is hilarious.  

 

 

 

Toyota’s Swagger Wagon videos have been shared by millions, highly entertaining but extremely insight driven of how former “cool people” turn into parents and their motivations change.  

 

 

To this day, there has still never been an on-line idea as powerful as BMW Films for creating on-line content.  What BMW did was give famous directors $1 Million each to make short “films” that make the BMW car the center point of the spots.   These are highly engaging, shareable videos.  These were 10 years ago now, and I keep hoping someone beats these one day.   Here’s Guy Ritchie’s version, with his good friend Clive Owen and wife Madonna.  

 

 

 

You have to earn their Attention, before telling them the rest of your story.  

 

Here’s an article that goes a little deeper on the ABC’S:  How to Judge Advertising Copy: Approve the Good. Reject the Bad.

 

To see a training presentation on Get Better Advertising: 

 

If you are in the mood to see stories on great advertising, here’s a few other stories:

 

Slide1

 

Do you want to be an amazing Brand Leader?  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. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 

blog ad 1

How to Land an Assistant Brand Manager job


bbi adTwenty years ago, I graduated from business school and started as an Assistant Brand Manager (ABM) at General Mills.  I never admitted it back then, by it was really hard to get that ideal ABM position.  Prior to going back for my MBA, I had tried numerous times to get a job and kept failing.  One interview ended after 5 minutes because she looked at my resume and found out I had no CPG experience.  How could I, if I was going for an entry level position?  
While things have changed tremendously over those twenty years, many of the same principles for landing that job remain the same.  To start with here is the job you’ll be Applying for How to be a Great ABM   If that’s how you’ll be judged in the few months, than that’s how you’ll be judged in the Interview Process.

The first lesson I can tell you is there are more people who want to be an Assistant Brand Manager than there are jobs.   For every ABM, there are hundreds who want that role.  And that’s continuing to tighten in the tough economy as many places are going without.  So how bad do you really want this job?   Do you want it more than everyone else?   And will you do what it takes to get that job?  I remember interviewing so many times and not getting the job–I must have gone through 100 interviews before I finally landed the right job.   I remember one time, after 3 minutes the hiring manager looked at my résumé and said “you have zero marketing experience, this won’t work”.  That one still stings after twenty years, but made me want it even more.
Slide1Persistence is the key.  If you are only half trying, then I have very little sympathy for you.  If you are completely immersed in the effort, trust me, keep pushing because you will eventually break through.

While this article is with my biases, at least you’ll get a vantage from a former CPG executive who was heavily involved in the recruiting hundreds of ABMs.

There are five ways you can get in:

  • MBA: This was the #1 source of our ABMs. It gave us the chance to have a consistency in our recruiting efforts, allowed us to have a focused timing for the hiring and even a consistency in starting dates so we could measure and compare ABMs. One of the silent secrets no one can say is that an MBA ensures that ABMs are late 20s, rather than 22–which makes it easier for them to work with the sales teams. Now, people always ask me: “Do I need an MBA?” My answer is “No, but it sure helps”. It allows you to be part of the formal recruiting process, get in front door and be judged by that very process, rather than just a one-off hiring manager who is in a panic and doesn’t know what they want. My question to you is “Can you do an MBA?” because if you can, I’d recommend it.
  • Head Hunter and Recruiters: This was our second source for ABMs, especially when we needed ABMs outside of the formal recruiting process. There are some Headhunters that specifically fill ABM roles and you should make sure you are connected with them. If you are lucky, you can get a head hunter who gives you tips on your resume or feedback on your interview. Ask for the feedback. Stay in touch regularly.
  • Networking: As the economy has gotten worse, some companies have cut back on the use of Head Hunters and opted for using a “finder’s fee” to employees that recommend someone. So if you can connect with ABMs that already work at the company, they have an incentive to actually get you hired. The advantages to networking is they’ll tell you the hiring manager, process and interview tips. They’ll also alert you to when someone quits. I would recommend you write down the 10-20 companies you want to work for, and get networking with other ABMs, BMs or the HR manager.
  • Experience in the Company: A generation ago, many started off in sales and then moved over to marketing. It still can happen, but it’s becoming less common. If you try this route, push to get over the marketing quickly so you don’t get stuck in a role you don’t want.
  • Job Posting: Don’t wait for the postings, or you’ll be missing out on most of the jobs. The HR department puts up the job posting, either because the company has exhausted all other methods. The posting doesn’t always mean there is a job, but HR using it to fill the resume bank. The new method for hiring is to go on to Linked In and put “We are Hiring” in job groups
Align your resume to the job!
  • Write your resume for the job you want, not as a way to tell who you are and your life story: I’ve reviewed 1000s of resumes.  Don’t put “VP student union” on your LinkedIn, put “Pursuing a Career in Brand Management”.  You have to shift to be forward looking, not past. 
  • Make your resume look like you can do the job.  Re-arrange all your experience so that it lines up to the job you want. Have you done some of the things we need you to do?   Analytics, creativity, project management, leading others, making decisions, pressure to deliver numbers, fast past environment, dedicated to completing the task at hand, achieving results. 
  • Focus your resume.  Get rid of the stuff on your resume that has nothing to do with the job you want.  It feels like it’s just your insecurity wanting to keep it on there, and like any communication, less is more. 
  • Make your biggest accomplishment, no matter what it is (eg. champion chess player, captain of the hockey team, dean’s list or won a case competition) a center point on your resume and that you link it to the job you want in the future. 
Interview like you want that Job!
  • In the interview, find an energy level in telling your stories.  Every answer should tie back to fitting with the job you are going for.  Have each story linked to part of the job and how it would help you when you are working there.
  • Forward Looking Answers:  Answer the questions in a way that nails down what they want to hear, not what you necessarily want to say.  Yes, tell your story, but realize that you’ve got to connect to being able to do the job.
  • Know your audience, you might interview with HR, mid level managers and senior managers.  Your story, tone and interaction might change based on who you are meeting with.  You need to get a consensus in the hiring process—so you need to impress each one, in a unique way that makes them back you in the meeting.
  • Ask really good questions—could be lined up to the skills, or what might be part of your criteria for taking the job. But never ever say “nope, I’m good, I have all I need to know”.   This shifts it to a dialogue where you engage.  If you can make it conversational and not interrogation, that makes it even better. 
  • Close the interview by “almost” asking for the job.  Lay out the 1-2 main points of why you would be a success.  If it is a consensus style interview where they’ll be re-grouping on the decision, these two points are what you want them to bring up in that meeting in support of you for the position.  

Here are the Interview Questions that I used to Ask:

  1. Tell me a time you used numbers to sell an idea?    You better have your story tight because your answer will be questioned one or two more levels to see if you really know your stuff.  Great Marketers can tell stories with analysis.
  2. What’s the most creative thing you’ve ever done?  It really doesn’t matter what it was, but how far did you push yourself out of your comfort zone to find the creative solution.  Your passion for your idea should come through.    
  3. What’s the thing you’re most proud of?  When I read a resume, I want to see big accomplishments beyond your work experience or school.  Football, chess, travelling the world or charity work etc.  I want to hear your story and your pride come through.  Great Marketers accomplish things, and I want to know that you have a history of accomplishments.  Don’t tell just what you did, tell me what you ACCOMPLISHED!  
  4. Tell me a time when you’ve convinced your boss of something they thought wouldn’t work.   I want to see if you can make it happen.  This will show your leadership, selling skills, and willingness to push.  A great Marketer can get what they want.. 
  5. If you were Tim Tebow’s Agent, how would you maximize his value as a spokesperson?  I always took something in the pop culture news and asked how you would handle it.  I was looking to see how curious you are and how you could take something with very little subject matter expertise and put together a plan.  A great Marketer has a curiosity and can form opinions quickly.  This lets me see your thinking.  Pop culture is a great area that goes beyond books.   
  6. If you were on a team that solved a serious healthcare problem for Society, what factors would you use to price it on the global level?   This is a very thick question with many issues, especially adding in the global issue.  I want to see you think through those issues and layer those issues into your answer.  How do you handle the differences between North America and the Third World?   How important is profitability vs R&D vs compassion?   How would you leverage government, key influencers and where would that fit into your answer.  Great marketers can handle ambiguity and there is a lot within this case.  
  7. From your previous Interview with our company, what’s the biggest mistake you made and how would you now change that?   Great marketers are constantly pushing themselves to improve.  That starts with your own personal assessment.  I want to see that you have thought about it and now see a better solution.  It also puts you under a bit of unexpected pressure to see how you handle that.  
  8. What questions do you have for me?  To me this is one of the most important sections.  It demonstrates how engaged you are in the process.  The quality of your questions will help to separate you.  Have five great questions done ahead of time, ask about 2-3 each interview.  Ask deep questions, not surface questions.  Turn each answer into a conversation starter. 

Act like you want the job.  Show a bit of spunk and energy through the interviews.  Marketing jobs are a bit different.  Take a Red Bull before the interview.  Be leaning forward, make eye contact, be comfortable and dynamic in your personality.

Best of luck to you in your job search. Go for it and don’t give up.

Here’s a presentation on Successful Marketing Careers:  

 

 

Slide1

Do you want to be an amazing Brand Leader?  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. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

 

blog ad 1

 

 

Is the Tim Horton’s brand at risk? How can they re-kindle the Love?

tim-hortons-ellipse-logoSaid with Canadian pride, Tim Horton’s is not just an emotional decision, it’s a personal one. How we feel about Tim’s is in part irrational. We are loyal, un-relenting, outspoken, and possessive.  And we are OK to wait in a long line to get our double-double. Tim’s is still a Beloved Brand, but there are signs it might be getting tired and could be at risk at losing. The most Beloved Brands connect with their consumers in five common ways:  a brand promise (positioning) consumers love, focused strategic choices (plan), an emotional brand story (advertising) freshness (innovation) and finally the experience (backed by the culture and operations). 

Slide1

Over the last 20 years, Timmy’s had consistently nailed all five, which is what made it our most Beloved Brand.  But in the last few years, we are seeing slippage on the advertising and the customer experience.  strategy adWe can see that in the stock price for Tim Horton’s.  If you invested $10,000 in 2009, your money would have doubled in just 2 and 1/2 years–considering how badly the stock market was doing this would have been an ideal place for your money.  But since then, the stock has gained very little, and has basically been flat for the last 9 months.  That’s not worthy of panic just yet, but from usually we see issues with Brand Health before we see issues of Brand Wealth.  It seems that Tim’s has been so focused on the US expansion over the last two years, that they risk letting the brand slip in Canada.  

Let’s use the five Brand Connectors to assess Tim Horton’s Brand Health:

  1. The “comfortably Canadian” Brand Promise has been brilliant over the past 20 years, striking an emotional cord with our Canadiana more than any other brand. They have created a humble brand, with a simple comfortable menu.  Timbits-500x254It’s not the best food or coffee, but it’s comfortably predictable.  People always point to how Tim’s coffee loses in blind taste tests.  So would my mom’s dried out and burnt Roast Beef.  But I love my mom’s roast beef, because I familiar with it, and it makes me feel comfortable.  I’d grade the brand promise an A+.
  2. Strategically, going beyond the morning coffee has been a huge hit, making Tim’s into the #2 fast food in Canada.  I like the simple food items as much as the coffee. I’d also have to give Tim’s an A+ for the strategic shift to a full menu fast food.  However, the US expansion or global expansion has not been as successful.  Sales per store are not in line with the Canadian stores.  The Canadian pride that Tim’s has tapped into in Canada cannot be replicated beyond the Canadian borders.  And the competition in the US is even stronger.  This expansion likely took their eye off the Canadian operations and has damaged the customer service execution.
  3. As for the Brand Story, it is what has made the Brand, with deeply emotional and engaging advertising.  Magical Canadian story telling at it’s best, whether an old woman walking up a hill or a grandfather at the hockey rink.  But, what’s happened the last few years?  Nothing. The last two great spots that connected with consumers were at the 2010 winter Olympics with the Sidney Crosby “wouldn’t it be great…” TV Ad and the other about an immigrant family arriving at a Canadian airport. Those spots made us proud to be Canadian and Tim’s owned that pride. But, the last few years, all I see are “cute” product spots, with a media plan completely void of the anthemic beautiful ads that made Tim’s a Canadian Icon.  Please don’t show me how coffee is made. That’s completely off the brand character.  Tim’s has to return to using deeply emotional story telling to deliver the “comfortably Canadian” brand promise.  A+ for pre-2010, C+ since.  I’d like to see Tim’s return to doing more ads like this one, a simple story about hockey, but beautifully told about a grandfather visiting the hockey arena to see his grandson play hockey:  
  4. As for Freshness, the innovation pipeline with Lemonade, breakfast sandwiches, grilled cheese, ice caps, maple donuts and oatmeal all delivering the “comfortably Canadian” brand promise.  Nothing wild, nothing crazy, very Tim’s.  In terms of coffee, Tim’s has issues with McDonald’s which has an amazing coffee and a great trial strategy offering free coffee for a week. Tim Hortons vs McDonalds CanadaMost published blind taste tests show that McDonald’s clearly beats Tim’s.  But improving the Tim’s coffee might be like changing the Coke formula. I’d rather Tim’s build on the comfortable taste of the Tim’s coffee linking it to memories.  I’d give Tim’s an A- on innovation, lots of hits, a few flops.
  5. The big gap I see “brewing” (pardon my pun) is the customer experience, where I am seeing a huge drop off.  The expansion utilizing the franchise model has created a dramatically inconsistent experience from one store to the next. I’m starting to hear a lot of horror stories from consumers.  In my last 10 visits to Tim’s, I received friendly and polite service just once. (a shout out to the Aurora store where you feel good leaving)  Most times, the service is efficient, but completely impersonal.  Rarely do you hear “please” and “thank you” from the staff.   It’s not as polite as McDonald’s and not as friendly as Starbucks. If you want to deliver the brand promise of “comfortably Canadian” Tim’s needs to step it up on customer service to deliver that promise.  Polite and friendly are always free. Tim’s needs start by setting up customer service values, strategically aligned to the brand promise. They need to create action standards on service to hold franchisees accountable to delivering the brand promise.  And they need to create a training program to help staff deliver the service values.  Until we see some improvement, the grade for Tim’s experience ranges from an F to an A+, due to inconsistencies.  But overall, I’d give it a D+.

So the report card for Tim’s looks like my grade 9 report card.  A few A’s, a C+ and a stupid D+.  Most business people think “Brand” is what the Marketers do.
bbi adAnd Culture should be left to Human Resources.  Everyone is responsible for Brand and Culture.  Brand is not just about logos and ads, but is equally important internally where it acts as an internal beacon for everyone to follow.  How does Tim Horton’s want their people to show up?  What behavior should be rewarded?   If the Tim’s culture is not set up to deliver the brand promise, the risk is it all comes crashing down.  To read more on how Culture and Brand go together read:  Brand = Culture: How Culture can Help Your Brand Win

For the Tim’s brand succeed in the future and stay a Beloved Brand in Canada, they need to take that “Comfortably Canadian” Big Idea down to every part of their organization.  There might be signs that the new CEO understands what’s happening at the store level.  He recently stated:  ”Future battles are not going to be won, in my view, with who has the best strategy or who has the best innovation.  The companies that will win will be the companies that can execute flawlessly at the store level.”Slide1

It’s time for Tim Horton’s to step it up on Service

Here is a powerpoint presentation on “What makes a Beloved Brand”  Click on the arrow below to follow: 

 

Slide1

Do you want to be an amazing Brand Leader?  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. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

blog ad 1

 

How to Express your Brand’s Big IDEA through Great Advertising

In an earlier article we big-idea-1talked about creating your Brand’s Big Idea and using it to drive every inch of your organization. The Big Idea should drive every activity and every function.  To read more on how to come up with the Big Idea and how to leverage it throughout, click on:  How your Brand’s Big Idea should drive every part of your Organization

Once you have your Big Idea, you should then use it to frame the 5 different connectors needed to set up a very strong bond between your brand and your consumers.

Slide1

Brands are able to generate love for their brand when the consumer does connect with the brand. I wish everyone would stop debating what makes a great brand and realize that all five connectors matter: promise, strategy, story, innovation and experience. The first connector is the Brand Promise, which connects when the brand’s main Benefit matches up to the needs of consumers.  Once knowing that promise, everything else feeds off that Promise.  For Volvo the promise is Safety, for Apple it is Simplicity and FedEx it might be Reliability.  It’s important to align your Strategy and Brand Story pick the best ways to communicate the promise, and then aligning your Innovation and the Experience so that you deliver to the promise.  

Slide1Beloved brands can tell the brand story through great advertising in paid media, through earned media either in the mainstream press or through social media.  Beloved Brands use each of these media choices to connect with consumers and have a bit of magic to their work.  That story telling should come from the Brand’s Advertising.  

Once you have your Brand’s Big Idea, it should inspire you to seek out a Creative Idea, from which everything should come from.  The best brands use a Master Brand anthemic spot to help tell the overall story of the Brand.  But even more so, the Creative Idea should help with any specific product spots around the Innovation you’re bringing to the market.  

Slide1

Taking that a step further, you can use it to begin crafting your media plan, by launching with the Anthemic Spot, and layering in your specific product messages.  As you look to continue to stay connected with your consumer, you should keep coming back to regular intervals of the Anthem spot.  Too many brands, who are failing, try to do both at the same time. They try to create a lofty “Brand Spot” with their agency and just as they start to like it, they ask “can we jam in some news about our new faster widget” message in the middle, or maybe even do a 5 second tag with it.   

Put another way, a good piece of communication can only move one body part at a time:  the head, the heart or the feet. Challenge yourself:  do you want to target the HEAD so you can get consumers to think differently about you, the HEART to try to connect emotionally or the FEET where you try to drive action.  

Slide1

If you think you can create an Ad that does all three, you are the worlds greatest advertising in history.  And if you can’t you should then focus on one at time.  That’s where the Anthem will help reposition the brand (head) or connect emotionally (heart) and the Innovation spots should drive action (feet).  The choice on where to focus should come from your brand’s strategy.  At Beloved Brands, we use the Brand Love Curve to help determine where your Brand currently sits with consumers.  If you’re at the Indifferent stage, you need to drive Trial (feet) or change their minds to see you differently. As you move along the curve, it becomes a balance of mind and heart, but driving towards Beloved, you need to connect emotionally.   (The Heart) of consumers.  

Slide1

As you look at the Creative Advertising the best ads attract ATTENTION, tell the BRAND story, COMMUNICATE the main benefit of the brand and STICK over time.  Leveraging the BIG IDEA and matching up a CREATIVE IDEA, you should make sure it’s the CREATIVE IDEA that does the hard work to a) Earn the consumers’ ATTENTION  b) Draw and hold attention on the BRAND c) tells the brand story in a way that COMMUNICATES the benefit and s)  STICKS with the consumer and builds consistency of  brand experience over time.  It’s the ABC’s of Good Advertising.

Slide1

 

Once you align everything to the Brand’s BIG IDEA, you’ll create a strong bond with your consumers.  That bond becomes a source of power for your brand, whether that power is with the very consumers who love your brand, versus retailers, suppliers, competitors, influencers, employees or even versus the media.  

Slide1

Once you’re able to generate power for your brand, you can then turn that into profit, whether driving price, cost control, market share or increasing the market size.

My hope is this will help you align your Advertising to the Brand’s Big Idea and manage it so whether you are looking to develop new Creative or Media Plans.  Remember, you can only move one body part at a time.  That choice should come from your strategy.  

Use your Brand’s Big Idea to Align the Advertising into the Market

 

Slide1

Do you want to be an amazing Brand Leader?  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. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

*Brand DNA first seen at Level5 Strategy Group

blog ad 1

 

Six Habits of Great Brand Leaders

facebook adHaving spent 20 years in the CPG world of marketing, I’ve seen almost a thousand Brand Leaders over the years.  On the way up, I tried to emulate what I thought were the best traits and avoid what I saw as weaknesses.  And at the senior level of marketing, I hired tons of Brand Leaders, promoted many and even had to fire a few along the way.  I’ve been a Brand Coach the past few years, working closely with Brand Leaders.  And I consistently see these six habits at any level, that separate those that are GREAT from those that are just GOOD.

Habit #1:  GREAT Brand Leaders push for focused choices, using the word “or” and rarely using the word “and”.  

Everyone says they are good decision makers, but very few are.  If you present an either-or situation to most brand leaders, they struggle with the decision, so they say “let’s do a little of both”.  But in reality, what separates out a great brand leader from the pack, is great brand leaders know that decision-making starts with the choices where you have to pick one, not both. At the core of business, Brands only exist to drive more profit than if we just sold the product itself.  It’s all about ROI (Return on Investment).  Forget the mathematical equation, ROI just means you get more out of it than you put into it.  Every brand is constrained by money, people, speed and ideas.  It becomes all about focus, leverage and finding that gateway point where you realize more from what you do, it than what you put into it.

FOCUS, FOCUS, FOCUS!!!

  1. To be GREAT, you need to focus on a tight consumer target to make sure you can get them to do what you hope and love you for it.  A new way to think is to find those consumers that are already  highly motivated to buy what you have to sell and get them aboutus_roi_70812766-300x228to love you, rather than targeting everyone and get them to like you.  Look at how marketing testing is set up:  we test among the mass market and see how many we can persuade to use your product. The reality is that leading brands within each category are more loved than the pack of brands struggling to figure themselves out.  It’s better to be loved by a few than tolerated by everyone.  I once talked to a bank whose target was 18-65, current customers, new customers and employees.  That’s not a target.  How can you have a ROI if you’re spreading your limited resources against EVERYONE?  The only thing missing from that target is tourists and prisoners.  You have to matter to those who care the most.
  2. To be GREAT you need to focus on creating a tightly defined reputation that sets your brand up to own an area.  You really only have four choices: better, different, cheaper or not around for very long.  Giving the consumer too many messages about your brand will confuse them as to what makes your brand unique.  Trying to be everything to everyone is the recipe for being nothing to no one.  Today they estimate that consumers receive 7,000 brand messages a day.  Wow.  How many of those 7,000 do you engage with and digest each day?  Maybe 5.  And yet, in your creative brief you think 3 or 4 messages is the way to go.  You have to focus on one message. When you ask a room full of Brand Leaders, tell me one word that defines the Volvo brand:  half the room yells out SAFETY.  Volvo has been singularly focused on the safety positioning since the 1950s not just externally but internally the safety positioning guides every decision.  That’s focus.
  3. You need to focus on very few strategies.  The most simple strategies center around Penetration (getting new users) or frequency (getting current users to use more).  Do you want to get more people to eat your brand or those that already do to eat more?  That’s a choice you must make, yet I see so many Brand Plans with both.  Even worse is when I see creative briefs with both.  These are two different unrelated strategies. When you look for new users, you have to convince someone who already knows about your brand and get them to change their minds away from their current brand.  When you try to get more usage, you have to convince someone who has already decided how to use your brand, to use it differently, changing their habits or rituals.  Brands need to understand where they sit before picking strategies.  Go look at your plan and see if you are making choices.  Because if you’re not, then you’re not making decisions.  

When you focus, four things happen for your brand:  better Return on Investment (ROI); better Return on Effort (ROE); stronger reputation; more competitive and an aligned organization that helps create an experience that delivers your reputation.  So next time you are faced with a decision, make the choice. Don’t pick both, just in case you are wrong.  All you are doing is depleting your resources by spreading them across both choices.  And you’ll never see any movement on your brand so you’ll never find out if you were right or wrong.  Make the choice.  blog ad 1

Habit #2:  GOOD Brand Leaders represent the Brand to the Consumer, but GREAT Brand Leaders represent the consumer to the Brand

Everything starts and ends with the consumer in mind.  I always like to ask Brand Leaders:  “Do you represent your brand to your consumer or do you represent your consumer to the brand?”   Yes, I get stunned looks of confusion when I ask that.  But it’s an important question as to your mindset of how you do your job. bbi twitter ad My challenge to you is to start thinking like your consumer and be their representative to your brand.  You’ll notice the work gets better, you’ll see clearer paths to growth and you’ll start to create a brand that the consumer loves rather than just likes.  When this happens, sales go up and the P&L spits out higher profitability.  Because the more loved the brand, the more powerful position it occupies and the more profit it can generate from that source of power.  

Able to walk in their shoes and speak in their voice?  Get in the shoes of those Consumers and you’ll quickly realize that consumers do not care about what you do, until you care about what they want.  You should be thinking about your consumer every day, all day.  Yes, you need to hit your sales and share goals.   But your consumers are your only source of revenue and you have to know them intimately.  Live and breathe insights about your consumers.

Habit #3:  GOOD Brand Leaders are fundamentally sound with their facts, but GREAT Brand Leaders are fundamentally sound with their instincts.  

I am a huge believer that marketing fundamentals matter–in fact I train Brand Leaders on everything from strategic thinking to writing brand plans and creative briefs.  But that’s a starting point to which you grow from.  If you don’t use fundamentals in how you do your job, you will and should be fired.  So Good Brand Leaders do a good job of bringing fundamentals into how they do their job.  They know how to back up the fundamentals by gathering the right facts to support their arguments.  But GREAT Brand Leaders are able to take it to the next level and bring those same fundamentals and match them against their instincts.  They have a gut feel for decisions they can reach into and bring out at the boardroom table based on the core fundamentals, the experience they bring from past successes and failures as well as this instinctual judgement.  It’s not that great marketers have better instincts, it’s that great marketers are able to believe in their instincts and not shut them down because of what the facts might say.

 

Habit #4:  GOOD Brand Leaders try to do it all themselves.  GREAT Brand Leaders don’t do anything by themselves but they inspire others to do great work

I was one of those Brand Leaders that spent the first part of my career trying to do everything, and the second half of my career trying to do nothing.  inspireI wasn’t slacking off but I finally figured out that the secret was to inspire others.  I fully admit that I was much more successful when I learned to do nothing, but do it really well.  Instead of giving people answers to follow, give them the problems that requires their expertise in solving.

As Brand Leaders, we don’t really know much about anything.  We know a little about this and that.  But purposefully, we are generalists.  And then if we surround ourselves with experts, we owe it to ourselves to ask for their help. Put another way:  when you tell people what to do, there is one simple answer: YES.  When you ask people what they would do, you open yourself to hundreds of solutions you might not even have imagined.  

The next time you have a problem, instead of giving the best answer to the experts, try to come up with the best question and then listen.

Habit #5:  The GREAT Brand Leaders create GREAT Brand Leaders on their team.  

While you might think that having a great product, the right strategy and a winning TV ad will drive your brand, the long-term success of your brand is dependent is how good your people are.  plan adIf you have great Brand Leaders, they will be on top of your business, they will make the necessary strategic course corrections, they will create better executions that connect with consumers and drive profitable growth for your brand. One of the best ways to drive long-term business results from your brands is to make sure you have a strong marketing team in place.  GREAT Brand Leaders understand the very simple equation:  better people means better work and that means better results.

Habit #6:  GREAT Brand Leaders have a desire to Leave a Legacy

I’m always asked so what does it take to be great at marketing, and I’ll always jokingly say “well, they aren’t all good qualities”.  The best marketers I have seen have an ego that fuels them.  That’s not a bad thing, as long as you can manage it and the ego doesn’t get out of control.  I always challenge Brand Leaders to think of the next person who will be in their chair, and what you want to leave them.  When you create a Brand Vision, you should think 10 years from now, advertising campaigns should last at least 5 years and the strategic choices you make should gain share and drive the brand to a new level.  Yet, the reality is you will be in the job for 2-4 years.  When you write a Brand Plan, you should think of the many audiences like senior leaders, ad agencies and those that work on your brand, but you also should think about the next Brand Leader.  What will you do, to leave the brand in a better position than when you took it on?  What will be your legacy on your brand?   

Always Push for Great and Never Settle for OK

 

Slide1

Do you want to be an amazing Brand Leader?  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. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

strategy ad

Is your Brand Team good enough to achieve your 2014 goals?

2014As you move up, you start to realize that you can’t do everything, and you’re really only as good as your team.  The thing I’ve always said is that better people create better work and that means better results.  The question you should be asking is are they good enough?  Maybe it’s time to invest in making your people better, so that you can be freed up for more leadership, higher level strategic thinking and focusing on driving the vision of the team, rather than caught in the weeds of re-writing copy on a coupon.  

Here are 5 key questions to be asking:  
  1. Do your Brand Leaders think strategically?  
  2. Are your Brand Leaders going deep enough on their analysis?  
  3. Can your Brand Leaders write a plan and communicate it throughout the company?  
  4. Are your Brand Leaders a good judge advertising and communication?
  5. Are your Brand Leaders good at staying focused?

Are they disciplined and fundamentally sound?   Can everyone on your team effectively write a brand plan, positioning concepts, a creative brief, make marketing investment decisions and judge creative work to ensure it delivers the strategy?  The great myth of marketing is that it is 100% learned on the job.  It should be a balance of coaching from a well-trained leader, teaching in a class room setting and learning on the job.  More and more, we are seeing marketing teams thrust new marketers into their roles without any training.  In fact, their bosses and even their bosses haven’t really received any training. So who is really teaching you, on the job, if the person with you isn’t well-trained?   

Q1:  Do your Brand Leaders think strategically?   

Strategic thinking is not just whether you are smart or not.  You can be brilliant and not strategic at all.  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 planners who can see connections.  bbi trainingOn the other hand, Non Strategic Thinkers see answers before questions.  They opt for action over thinking, believing that doing something is better than doing nothing. They are impulsive and doers who see tasks. With the explosion of marketing media, we are seeing too many of the new Brand Leaders becoming action-oriented do-ers and not strategic thinkers.  They don’t connect their actions to maximizing the results on the brand.  They do cool stuff they like not strategic things that help grow the business and add profit to the Brand.  I see too many of today’s Brand Leaders focused on activity, rather than strategy.

When you are strategic , you will focus all of your resources and energy against the pressure points that drive the greatest return on investment and effort.  There are Four Principles of Good Strategy: 1) Focus 2) Early Win 3) Leverage point and 4) Gateway to something bigger.

  1. FOCUS:  all your energy to a particular strategic point or purpose.  Match up your brand assets to pressure points you can break through, maximizing your limited resources—either financial resources or effort.  Focus on one target.   Focus on one message.  And focus on very few strategies and tactics.  Less is more. 
  2. You want that EARLY WIN, to kick-start of some momentum. Early Wins are about slicing off parts of the business or population where you can build further.  This proves to everyone the brand can win—momentum, energy, following.  
  3. LEVERAGE everything to gain positional advantage or power that helps exert even greater pressure and gains the tipping point of the business that helps lead to something bigger.  Crowds follow crowds. 
  4. See beyond the early win, there has to be a GATEWAY point, the entrance or a means of access to something even bigger.   It could be getting to the masses, changing opinions or behaviours.  Return on Investment or Effort.

To me, with the modern-day Brand Leader, the area where they struggle the is the “FOCUS” part.  Every brand is constrained by resources—dollars, people and time.  Focus makes you matter most to those who care.   Focusing your limited resources on those consumers with the highest propensity to buy what you are selling will deliver the greatest movement towards sales and the highest return on investment for those resources.  In a competitive category, no one brand can do it all.  Focus makes you decide whether to be better, different or cheaper.  Giving the consumer too many messages about your brand will confuse them as to what makes your brand unique.  Trying to be everything is the recipe for being nothing.  Trying to do everything spreads your resources and your message  so that everything you do is “ok” and nothing is “great”.   With a long to-do list, you’ll never do a great job at anything.   And in a crowded and fast economy, “ok” never breaks through so you’ll never get the early win to gain that tipping point that opens up the gateway to even bigger success. 

Have your Brand Leaders been taught how to think strategically?  I actually don’t know many Brand Leaders that really have been taught.  Yet, we tell Senior Brand Managers, you’re not getting promoted because you’re not strategic enough.  If we taught them how to be strategic, we might find a better pool of talent within your team.  The following training module shows Brand Leaders how to think strategically, and how to think in terms of consumer strategy, competitive strategy or visionary strategy.   Consumer Focused Strategic Thinking starts with the consumer, maps out the need states and best matches your brand to delivering a unique selling proposition that helps connect with consumers, drives added power for the brand which can translate into growth and profitability.  Competitive Focused Strategies have 4 types of  Marketing Warfare Strategies 1) Offensive 2) Defensive 3) Flanking and 4) Guerilla.  Focus and speed are crucial to any warfare.  Being organized and aligned internally is crucial to winning.  Visionary Strategy starts with the purpose driven vision (the Why) and layers in the strategy (the how) and execution (the what) deliver that vision. 

Q2.  Are your Brand Leaders going Deep Enough on Analysis?

I hate when brand leaders do that “surface cleaning” type analysis.  I call it surface cleaning when you find out that someone is coming to your house in 5 minutes so you just take everything that’s on a counter and put it in a drawer really quickly.  I can tell very quickly when someone doesn’t dig deep on analysis.  

The best way go deep on your analysis, ask “so what does that mean” at least five times and watch the information gets richer and deeper. 

Slide1

Looking at the Gray’s Cookie example above, intuitively, it makes sense that going after Health Food Stores could be one option put on the table.  But to say you need to be better, without digging in remains an unsubstantiated opinion.   As you dig deeper, you see that going after Health Food stores, who are highly independent is labor intensive and the payback is just not there.  Yes, you’re way under-developed.  But it’s more expensive than other options.  When you bring the option of going after mass into the mix, which is head office driven, you start to see a higher return on the investment.  This is just a fictional example, but look how the thinking gets richer at each stage.  Force yourself to keep asking “so what does this mean” or “why” pushing the analysis harder and harder. 

Thinking Time Questions that will Help you Go Deeper.  The first analysis is “What do we know?” with 5 key questions to help you sort through your analysis:

  1. What do we know?  This should be fact based and you know it for sure.
  2. What do we assume?  Your educated/knowledge based conclusion that helps us bridge between fact, and speculation.
  3. What we think?  Based on facts, and assumptions, you should be able to say what we think will happen.
  4. What do we need to find out?  There may be unknowns still.
  5. What are we going to do?  It’s the action that comes out of this thinking.

It forces you to start grouping your learning, forces you to start drawing conclusions and it enables your reader to separate fact (the back ground information) from opinion (where you are trying to take them)

The second type of analysis is “Where are we?” with 5 key questions to help you sort through your analysis:

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

These questions help frame your thinking as you go into a Brand Plan.  The first question helps the analysis, the second with the key issues, the third frames the vision and objectives, the fourth gets into strategy and tactics and the fifth gets into the execution.  My challenge to you:  update it every 3-6 months, or every time you do something major.  You’ll be surprised that doing something can actually impact ”where are we?” on the analysis.  

Q3.  Can your Brand Leaders write an effective Brand Plan?

A well-written Brand Plan helps to align an organization around the direction, the choices and the tactics that need implementing for a brand to achieve their goals. The Brand Plan unites functions such as marketing, sales, product development outlining what each group needs to do for the brand to be successful, while setting goals that operations and finance need to support. The Brand Plan gains approval from senior management around spending options, strategic choices and sets forth the tactics that will be implemented. It holds senior management accountable to the plan. The Brand Plan helps frame the execution for internal stakeholders and for the various agencies who will implement programs within the plan. Execution is an expression of the strategy, and the plan must hold agencies accountable to delivering work that is on strategy. And lastly, the Brand Plan helps the Brand Manager who wrote it, stay focused to deliver what they said they would. It helps them to refer back to the strategy and the intention to ensure the Brand Manager “stays on strategy” the entire year.  For more on how to write a plan, follow this link:  How to Write a Brand Plan

Can your Brand Leaders write a winning Brand Positioning Statement?  Brand Positioning Statements provide the most useful function of taking everything you know about your brand, everything that could be said about the consumer and making choices to pick one target that you’ll serve and one brand promise you will stand behind.  While we think this brand positioning statement sets up the creative brief, it should really set up everything the brand does–equally important for internal as everyone should follow to what the positioning statement says. A best in class positioning statement has four key elements: 

      • Target Market (a)
      • Definition of the market you play in (b)
      • Brand Promise (emotional or rational benefit) (c)
      • The Reason to Believe (RTB) the brand promise (d)

The more focused your decisions, the more successful you will be: decide on one target, one promise and maybe  one or two reasons to believe that help to directly back up your promise.  But the target shouldn’t be everyone 18-65, and don’t throw your eight best features at the wall and hopefully something sticks.  And the reason to believe has to back up your promise, not be a whole new promise.  To see more on how to write an effective Brand Positioning Statement, follow this link:  How to Write a Positioning Statement

Slide1Can your Brand Leaders write a Creative Brief?  The best Advertising is well planned, not some random creative thing that happens.  The value of a creative brief is focus!  Like a good positioning statement, you’re taking everything you know and everything you could possibly say, and starting to make choices on what will give you the greatest return on your media dollars. If you’re not making choices then you’re not making decisions.  Unlike other creativity, advertising is “In the Box” creativity.  The best advertising creative people  are problem solvers, not blue sky thinkers.  Therefore, the role of the creative brief is to create the right box, enough room to move, but enough direction that defines the problem.  The smaller the brief, the bigger the idea.  A good brief should be brief.  One page maximum.  I’m still in shock when I see briefs reaching 5 or 6 pages.  That’s not a brief, that’s a long!  Take the pen and start stroking out words, forcing yourself to start making decisions.  Avoid the “just in case” type of thinking.  For more on How to Write a Brief, follow this link:  How to Write a Brief

Q4.  Can your Brand Leaders judge communications?

Making great advertising is very hard.  Good marketers make it look simple, but they have good solid training and likely some good solid experience.  As Brand Leaders sit in the room, looking at new advertising ideas, most are ill-prepared as to how to judge what makes good advertising and what makes bad.  It’s a myth that great marketing is learned strictly “on the job”.  I also say “you are likely to screw up your first five ads”.  slide15And if you do one a year, that’s 5 years of advertising.  So, how well prepared are you?  An ill prepared Brand Leader will more than likely deliver a poor ad.  There are fundamentals to help ensure that your instincts are the right instincts.  How many hours of training have you had on giving direction to a creative team?   How many times did you role-play giving feedback to the agency?  How good was the coaching you received on your feedback?  Not only do you need the fundamentals through solid training, but you likely need someone coaching you through a role-playing exercise.  Too many Brand Leaders sit there confused, brief in hand, but not sure whether they like it or not sure whether any of the scripts will do much for them.  The four questions you should be asking:

    • Will this ad attract Attention? (A)
    • Does this ad showcase the Brand? (B)
    • Are we Communicating our main benefit?  (C)
    • Will this ad stick in the minds of consumers? (S)

Using something like the ABC’s makes it easy for Brand Leaders to stay strategic and be able to judge the work effectively.  Here’s a write-up on How to help Brand Leaders judge communications Effectively:  The ABC’s of Effective Communication

Q5.  Are your Brand Leaders good at staying focused?

So many Brand Leaders try to do too much.  When you do too much, you just spread your resources thin across too many activities.   You end up never being able to execute anything to the high quality, you never find out if the program could really achieve what you want to achieve.  I use a very simple grid to focus all the activities.  Get everyone to brainstorm all the ideas on post it notes.  Then using the grid below, get them to sort the ideas based on how big the idea is, and how easy it is to execute.  I push for the top 5 ideas that are in the BIG/EASY zone.  

  • If there’s a big idea that’s difficult, then spend the time brainstorming how to make it easier.  
  • If there are small ideas that are easy, then brainstorm how to make the idea even bigger.  

Slide1

There are four areas you need to focus:

  • Pick a focused Target Market:  While it’s tempting to sell to everyone.  Focus your resources on those most likely to buy. Realizing not everyone can like you is the first step to focus on those that can love you.
  • Pick a focused Brand Positioning:  Start with the target market you just picked, and assess their need states to see where you can best match up. Beloved Brands are either better, different or cheaper. Or they are not around for much longer.Slide1
  • Pick a Focused Strategy:  Brands need to understand where they sit before picking strategies.  Evaluate the health of your brand using the Brand Funnel to understand where you are strong and should keep pushing or where you have a weakness (a Leak) that you need to close.
  • Focused Activities:  While everyone talks ROI, I talk ROE as well.  Return on Effort forces you to prioritize all your activities.

Stay aligned to your plan, and don’t be tempted away from your focus.  When you focus, five things happen.

  1. Better ROI:   With all the resources against one strategy, one target, one message, you’ll be find out if the strategy you’ve chose is able to actually move consumers drive sales or other key performance indicators.
  2. Better ROE:  Make the most out of your people resources.
  3. Strong Reputation:  When you only do one thing, you naturally start to become associated with that one thing—externally and even internally.  And, eventually you become very good at that one thing.
  4. More Competitive:  As your reputation grows, you begin to own that on thing and your are able to better defend the positioning territory
  5. Bigger and Better P&L:  As the focused effort drives results, it opens up the P&L with higher sales and profits.  And that means more resources will be put to the effort to drive even higher growth.
Invest in Your People:  Better Brand Leaders leads to better work and that leads to better Results 

Do you want to be an amazing Brand Leader?  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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you  to be a better brand leader.

How to lead a motivating Year End Review for Brand Leaders

BBI Learning LogoThe better the people, the better the work and in the end the better the results. 

As we come up on the year-end, it’s that time of year when we nervously sit down with our bosses and find out how the year went.  For most of us, it’s one of the most dreaded parts of the job, for both those delivering and receiving the news.  But helping to grow our people is one of the most essential parts of the Leader.  No matter how good your strategy or product is, without the greatness of your people you’ll never achieve the results you want.  We all have gaps and we should all be working on closing those gaps.  Performance Feedback is an essential role in the growth of our people.  But without pointing those gaps out and coming up with a plan, then the person will never really improve.

A challenge to you: if there are any surprises during the meeting, then you as a leader are not doing your job.  As the VP of Marketing at Johnson and Johnson, I had one-on-one quarterly performance check ins with all my direct reports.  And when I realized that my directs weren’t following my lead, I made the Quarterly Review process mandatory for everyone on the marketing team.  It’s my belief that marketers can grow faster than we think–but they can only grow with timely feedback.  Those quarterly meetings were honest and informal discussions–which made the year-end review very easy.  I also emailed out the written review document 48 hours ahead of time, giving people the chance to digest all the thoughts and to come prepared ready to discuss each point.

As a Marketing Leadership Team, we spent our greatest efforts around managing the people. We talked people performance in every one of our weekly meetings.  The directors were encouraged to bring up people examples of those who were shining and those who were struggling.  If one of the other leaders were not familiar with those that were shining, we’d set up a process or special project where they could become more aware.  We ranked everyone on the team once a year plus a mid-year check in on the rankings.  You have to be diligent in managing your team.

Skills, Behaviours and Experiences

Marketing Skills: Brand Leaders should be measured on the Core Marketing Skills.  Below, I’ve outlined a Checklist of 30 Core Skills for a Brand Leader that can be used to highlight potential gaps that some of our Brand Leaders may have.  These 30 core skills fall under the areas of:

  • Analytics
  • Brand Planning
  • Briefs
  • Advertising
  • New Products & Claims
  • Go-To-Market
  • Leadership
  • Management

You can use this checklist in a few different ways:  1) to see if someone is meeting the needs of the current job–it could be used to set someone up for a performance improvement plan or as a motivation to push themselves 2) for someone who is close to ready for promotion, but you want to close on a few specific areas before the promotion or 3) for your personal assessment to see what you want to work on.

The rating should compare against their peers.  It helps to highlight skill gaps where people should focus their attention.  Any scores in the 1 or 2 are concerning and need an action plan.  The gap could arise because it’s outside of their natural skills or it could just be because it’s been outside of their experience they’ve had.  It’s tough to be good at advertising until  you’ve worked on a brand with advertising.

Leadership Skills:  Below, I’ve outlined a Checklist of 12 Leader Behaviours of Brand Leaders that can be used to highlight potential gaps that some of our Brand Leaders may have.  These 12 leader behaviours fall under the areas of:

  • Accountability to Results
  • People Leadership
  • Strategic Thinker
  • Broad Influence
  • Authentic Style

In the Leader Behaviour space, we all have blind sides that we just can’t see.  This is where the 360 degree feedback can help people to see how they are showing up.  I know that as a Director, I was a Driver-Driver that caused me to have behaviour gaps around Influence and Style.  I had the attitude of “it’s my way or the highway” and I wasn’t getting what I needed from the strategy and accountability I was hoping for.  Once I was able to identify it and work on it, I was able to see a big improvement in my performance and the results started to pay off as well.   Without closing that gap when I was a director, I would not have been promoted and would have honestly been unable to lead the entire marketing team.

Experience:  Many of our gaps as Brand Leaders comes from not having the experience.  When managing others, expect quite a few mistakes in the first few and you might not get fully there until your 5th direct report. When sitting in the hot seat of advertising, you’ll start to realize just how complex it can be–you’ve got to stay on brief, keep the creative team motivated, make judgement calls at every stage of the process and keep your own management on side.  And at every level, you’ll start to notice that the pressure gets higher–whether it’s push for results, the ambiguity or meeting deadlines through your team.  Each of these takes experience.

With  your best people, make sure you identify the experience gaps they have and be fair to them with the next assignment.  It’s far too easy to keep relying on a person’s strengths but it’s more important that you round out that person’s experience.  If they advance too far without covering off those gaps, they may find themselves struggling later in the job.  I’ve known newly promoted directors who had very little advertising experience coming up that all of a sudden found themselves on a desk with lots of advertising.  Their team even had more experience than they did.  Regular people reviews can really help identify the experience gaps that people might have. 

 

Do you want to be an amazing Brand Leader?  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 do training on all skill levels of marketing, and we provide coaching for leaders wanting to improve.  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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you to be a better brand leader.

New holiday ad from Apple will bring a sweet tear to your eye

applelogoThere have been some great Christmas ads over the years and this latest from Apple is a very nice spot.  I love this ad.  Not just for the emotion it conveys but for the use of the brand as the hero in the ad.  The iPhone does create a little bit of magic.  Last year, I created my own photo book using the Apple’s on-line service.  It turned all the photos I take into a beautiful album.  If you are looking for a Christmas gift for a loved one, I would recommend you give it a shot.  It’s very easy. If I can do it, so can you .  Here’s the link:  Printing a Photo Book

In this 90 second TV ad, it shows a typical teenager hanging onto this iPhone constantly, and then from there, the magic happens.  

Enjoy.

If you like this story…

Last month I posted a Google Ad that makes everyone cry. It’s from India and does such a good job incorporating Google as an enabler.  Click here: New Google Ad Will Make You Cry

John Lewis to me is the King of all Christmas Ads.  Here’s story I did last month on the 2013 ad, but showing all the Christmas Ads that they’ve done.  My favourite of the ads is the 2011 version.  Click here:  New John Lewis Christmas Ad

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

Do you want to be an amazing Brand Leader?  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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.

Captivating Ad about Working Women rivals Dove’s “Real Beauty”

pantene.jpg.CROP.promo-mediumlargeA new ad from the Pantene in the Philippines is making its way around social media, with a message that compliments and even rivals the powerful messages of Dove’s “Real Beauty”.  The ad takes on the stereotyping labels that women face in the work place.

I’ve been a huge fan of the Dove campaign, about “real beauty” because they have created a huge idea that is worth loving.  doveThe creativity of the work breaks through the clutter with insights that make women stop and say “that is exactly how I feel”.  I’m always trying to push Brand Leaders to go more emotional and push for a big huge idea their brand can stand behind.  It’s always too easy for the Brand Leader to stay 100% logical, to put in claims and side-by-side demos and playing it safe.  But in the words of Marianne Williamson:  ”Your playing small does not serve the world.”

This new Pantene spot has entered into the same space, but more focused on the work place and the image women need to fight.  It’s less about “inner” beauty and more about the “outer” stereotypes.

As a husband to a very successful career woman, I love this.  And as the father of a 15 year-old daughter, this has hope that women continue to break through against the stereotypes put on them.  

“Be Strong and Shine”

If you like this story…

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

Do you want to be an amazing Brand Leader?  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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.

The most Beloved Ads of 2013, with story-telling dominating the list.

Slide1As I watched all the great ads this year, I kept getting goose bumps and a few tears….not as many laughs as other years.  The biggest trend I see is the power of story telling with long ads that have the potential to be shared with friends through social media vehicles like Facebook and Twitter.  Even on this Beloved Brands blog, the google ad from India, has been viewed by 250,000 people and counting.  

I know Brand Leaders are still stuck on the 30 second ad, showing it with a frequency that drives consideration and purchase intention of your brand.  For many brands, that still is the primary method.  Let these story telling ads challenge your thinking though, and maybe inspire you to dip your toe into this area, or if the thought takes you further, jump into the deep end.  You don’t have to be Nike or Apple to tell stories.  You can see a brand like Dodge, likely considered by many as a mid-of-the-road brand and they’ve made the idea of farmers to be inspiration and a celebrated part of America.  

Here are the most Beloved Ads for 2013  

Dodge “God Made a Farmer”

Paul Henry’s voice is chilling.  The photography is brilliant.  It’s beautiful.  This is a Super Bowl ad, that doesn’t look like a Super Bowl ad.  The use of quiet is a great device to arrest your audience, especially when things are loud.  The specific call out of farmers is a focus I love, with no worry it will alienate the non-farmers.    This spot just screams “America”.  In my view, this is one of the best ads of the century so far.

Google India “Re Union”

This powerful ad has gone viral making people around the world cry, whether on a subway, at work or at your home computer.  A very simple story of a lost friendship.  Google has done an amazing job with advertising like the Parisian spot a few years ago.  The power for Google is showing how much we rely on Google for everyday things in life.

Dove “Drafting Board”

Dove’s real beauty campaign has taken the simple bar of soap and created a brand that stands up for Women.   This powerful video (more than an ad) tells the story of how women see their flaws more than others do.   It’s a great inspiring and challenging message.

Budweiser “Baby Clydesdale”

One more Super Bowl ad for you, and another very powerful yet simple story of raising a horse.   The horse running back to his trainer brings a sweet tear to your eye.

Sick Kids Hospital “You Got It”

I’m from Toronto, and while the current news is dominated by Mayor Rob Ford, I want to remind you that Toronto is also home to Sick Kids Hospital, one of the world’s best children’s hospitals in the world.   Like the Dodge ad, this ad uses a quiet arresting song to capture attention.  I was in the kitchen when this ad first came on and the song brought me to the TV.

Volvo Trucks

A very simple stunt, beautifully shot and aligned to what the brand stands for:  safety.  This captured tons of news attention and passing through social media.

John Lewis “Bear and the Hare”

Year after year, UK retailer John Lewis has created amazing Christmas ads. This  cute story will capture the imagination of children and the retailer has linked in the “Bear and the Hare” story by selling the books in store and creating an on-line tool to send Christmas cards to your friends.

K Mart “Ship My Pants”

I put this in with mixed reasons.  It’s a fantastic ad, highly creative and I know it is universally well-loved.  But it’s for the wrong retailer against a bad strategy.  I’m a bit tired of people saying “that ad will make me shop at K Mart”.  No it won’t.  Because when you get there, you’ll find a store not delivering the expected experience and bad quality pants that you won’t want shipped.  On top of that, it’s now 2013 and on-line shipping is pretty common among all retailers so there’s no real point of difference here.  If this was 1997 for L.L. Bean, maybe the ad would work.  But it’s cute and people like cute.  So enjoy.

Bud Light “Ramsay”

I’m a passionate football fan, and these ads are so insightful to the football fan.  The idea that we would put up with something we hate, like Ramsay” just to make sure we win is a great ad.   Bud Light has done quite a few of these ads to keep them fresh.  These are quiet little ads, likely won’t win any awards, might not sell that much more beer, but it’s a great tool to keep Bud Light as a part of the game.

True Move “Giving”

This ad from Thailand has gone viral around the world.  Another great story that makes people share.

Apple “Camera”

Interestingly enough, while Samsung and every other smart phone company were yelling, Apple was whispering.  This very quiet ad, might have flown under the radar, but it’s just a perfect demonstration of how we FEEL about our phone.  And how it is now such a part of our lives. 

If you think we missed one or a few of your favourites from this year, post them below.  

Do you want to be an amazing Brand Leader?  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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham.robertson@beloved-brands.com or follow on Twitter @grayrobertson1

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you to be a better brand leader.