How to conduct a deep-dive review of your consumer

At least once a year, you owe it to your brand to be doing an overall deep-dive business review. The consumer behavior is constantly evolving and maneuvering in the marketplace, influenced by market trends, economic conditions, need states, and other brand choices within the category.  I will show you how to use consumer tracking data, the brand funnel analysis and how it matches up to the brand love curve. 

How to use consumer tracking data

Tracking or household panel data helps you understand what’s going on in the marketplace and will match up to what’s happening at the store level. As discussed in the strategy section, you are either trying to get more people to use your brand (drive penetration) or try to change the way they use your brand (drive purchase frequency). This tool uncovers the data; then you need to put a story to that data.

A: Penetration is the percentage of households who purchased your brand product at least once during a measured period.

B: Buying rate or sales per buyer is the total amount of product purchased by the average buying household over an entire analysis period, expressed in dollars, units, or equivalent volume.

C: Purchase frequency or trips per buyer is the number of times the average buying household purchases your product over a time period (usually one year).

D: Purchase size or sales per trip is the average amount of product purchased on a single shopping trip by your average buyer. It can be calculated in dollars, units, or equivalent volume.

How to analyze your brand using brand funnels

Every brand should understand the details of their brand funnel, the best tool for measuring your brand’s underlying health. It is the equivalent to knowing your personal blood pressure or cholesterol scores. A classic brand funnel should measure awareness, familiarity, consideration, purchase, repeat, and loyalty. At the very least, you should measure awareness, purchase, and repeat. It is not just about understanding the absolute scores on the funnel but rather the ratios that explain how good of a job you are doing in moving consumers from one stage of the funnel to the next.

I will show you how the robustness of your brand’s funnel explains where your brand sits on the brand love curve. The broader the funnel, the better connected your brand is with consumers.

Absolute brand funnel scores

A: Starting with the chart above on the left, the first thing to do is look at the absolute brand funnel scores. There are many types of comparisons you can do, whether you compare to last year, competitors, or category norms.

B: Then look at the brand funnel ratios, which is the percentage score for how well your brand can convert consumers from one stage of the funnel to the next. To create ratios, divide the absolute score by the score above it on the funnel. In the example above, take the familiar score of 87% and divide it by the awareness score of 93% to determine a conversion ratio of 91%. This means 91% of aware consumers are familiar   

Brand funnel ratios

C: For the chart on the right, lay out the absolute scores and the ratios in a horizontal way to allow a comparison. You will notice these are the same scores as “A” and “B” in the previous chart. The crucial numbers for Gray’s Cookies are the ratios of 91%, 94%, 77%, 25%, and 12% at the top of the chart. Then bring in a close competitor (Devon’s) with their absolute and ratios scores to allow a direct comparison.

D: Then find the ratio gaps by subtracting the competitor’s ratio scores from your brand’s ratio scores. In the example, the first ratio gap is -7% ratio gap (91% – 98%) which means Devon’s does a 7% better job in converting consumers from awareness to familiar than Gray’s Cookies.

E: As you create ratio gaps along the bottom, you can see where your ratio is either stronger or weaker than the comparison brand. Finally, start analyzing the significant gaps between the two brands and tell a strategic story to explain each gap. Looking at the example, you can see Gray’s and Devon’s have similar scores at the top part of the funnel, but Gray’s starts to show real weakness (-23% and -51% gap) as it moves to repeat and loyalty. You need to address and fix these gaps with your brand plan.

Matching consumer analysis to the brand love curve

You can begin using your consumer tracking, brand funnel, market share, and the voice of the consumer to help explain where your brand sits on the brand love curve.   

Indifferent brands have skinny funnels, starting with very poor awareness scores. Consumers have little to no opinion. Concerning performance, you will see low sales and poor margins. Your brand plan for indifferent brands should increase awareness and consideration to kickstart the funnel.

The like it brands have funnels that are solid at the top but quickly narrow at the purchase stage. Consumers see these brands as ordinary and purchase only on a deal. When they are not advertised or on sale, sales fall off dramatically. These brands need to close potential leaks to build a loyal following behind happy experiences.

The love it brands have a reasonably robust funnel but may have a smaller leak at loyal. They have stronger growth and margins. Look for ways to feed the love and turn repeat purchases into a ritual or routine.

The beloved brands have the most robust brand funnels and positive consumer views. These brands should continuously track their funnel and attack any weaknesses before competitors exploit them. Also, it is time to leverage that brand love to influence others.

Brand Love Curve

To kick-start your review of the consumers, here are 10 probing questions:

  1. Who are your possible target consumer segments? Are they growing? How do you measure them?
  2. Who are the consumers most motivated by what you have to offer?
  3. Who is your current target? How have you determined demographics, behavioral or psychographic, geographic, and usage occasion? Generational trends?
  4. How is your brand performing against KEY segments? Share, sales, panel or funnel data, tracking scores?  What about by channel or geography?
  5. What drives consumer choice? And, what are the primary need states? How do these consumer needs line up to your brand assets? Where can you win with consumers?
  6. Map out the path to purchase and use brand funnels to assess your brand’s performance in moving through each stage. Are consumers changing at stages?  Are you failing at stages?
  7. What are the emerging consumer trends? How does your brand match up to potentially exploit them? Where would your competitors win? 
  8. What are the consumer’s ideal brand experiences and unmet needs we can address?
  9. What are the consumer’s emotional and functional need states? How does the brand perform against them? How are you doing in tracking studies to meet these benefits?
  10. What is the consumer’s perceptions of your brand and your competitors? Voice of the consumer. 

This consumer deep-dive is part of a larger overall deep-dive business review. To read more, click on the link below:

How to lead a deep-dive business review on your brand

My new book, Beloved Brands, coming this spring.

How this Beloved Brands playbook can work for you. The purpose of this book is to make you a smarter brand leader so your brand can win in the market. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.

 

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson bio

 

 

 

McDonald’s creates their own system of traffic signs out of the golden arches

McDonald’s outdoor ads have added to our traffic signs around the world. They have taken a part of the iconic golden arches and turned into direction signs.

McDonald's outdoor ads

 

 

The other day, I saw one of these outdoor McDonald’s ads and it captured me right away. And, I knew the brand and I wanted McDonald’s fries right now!!! Today, I saw the whole system of signs and I am completely blown away. I must say it was one of the most brilliant executions I have seen in a while. I had one of those why didn’t I think of this?” moments. I am jealous. I wish I made this. And, those are the natural signals of when you know you have made great work. Congratulations to Cossette Agency.

 

  • I love the simplicity of using the brand’s logo.
  • The potential consistency across cities and countries would make it instantly recognizable and ownable for the brand.
  • It will have the ability to tempt consumers, as it will be one more visual triggers of desire for the brand.
  • Wow. Nice job McDonald’s.

And now, you owe it to us to get this in 80 countries fast. Go.

 

Here’s a 45-second video to showcase the outdoor system.

The smart and creative thinking behind great advertising

The best advertising must balance being creatively different with being strategically smart. Find your sweet spot for where the work is different and smart.

Creative Advertising Execution

When ads are smart but not different, they get lost in the clutter. It is natural for marketers to tense up when the creative work ends up being “too different.” In all parts of the business, marketers are trained to look for past proof as a sign something will work. However, when it comes to advertising, if the ads start off too similar to what other brands have already done, then the advertising will be at risk of boring your consumers, so you never stand out enough to capture their attention. Push your comfort with creativity and take a chance to ensure your ad breaks through.

When ads are different but not smart, they will entertain consumers, but do nothing for your brand. You need advertising that is smart enough to trigger the desired consumer response to match your brand strategy.

To read our story “The 10 steps of the creative advertising process” click on this link below:

 

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson Profile

How to handle yourself at the creative advertising meeting

When you are in your next creative advertising meeting, you should think fast with your instincts, while trying to represent your consumer. The best brand leader plays a most crucial role in the creative advertising process. While they are not designed to be experts, they need to know enough to make advertising decisions, but never enough to do the work.

View the advertising through the eyes of your consumer. Try to see the work how they would see it. I would not even let my agency do a set-up to the ads. I said, “Just show me the work as though I see it on TV.” I felt any setup or explanation clouded my judgment and impacted my ability to use my instincts.

As you are sitting in that decision-making hot seat at a creative meeting, here are some challenging questions to ask yourself:

1. What does your gut instinct say?

The reality of a marketing job is you might be coming into the creative meeting from a 3-hour forecasting meeting or deep-dive financial review, or you just got back from working in the lab with scientists on a new ingredient. It is not easy to change speeds as you head into a creative meeting.

Relax, find your creative energy, let it soak in and find those instincts. I created a “gut instincts checklist” to help prompt you for when you need your instincts.

Creative Advertising Execution

2. Do you love it?

If you don’t love it, how do you expect your consumer to love it? If you “sorta like” it, then it will be “sorta okay” in the end. But if you love it, you’ll go the extra mile and make it amazing. Ask if you would you be proud of this as your legacy.

3. Is the advertising on strategy?

Slow down, and find some thinking time after the meeting. In a quiet place alone, make sure it delivers on what you wrote in your strategy documents. Go back through the brief to make sure the advertising will deliver the desired response, and the strategic objective statement you wrote in the brand communications plan. One caution is not to use the extra time to over-think the advertising and talk yourself out of a good ad that works.

4. How big is the creative idea?

Is the creative idea big enough to last 5-10 years? Will the idea work across various mediums (paid, earned, social) across all distribution and the entire product line? Think of being so proud of leaving a legacy for your successor to help think about the longer term.

Making advertising decisions

At the decision point, you have three choices:

        • Approve
        • Reject
        • Change

From my experience, brand leaders rarely approve creative ideas outright. There also seems a reluctant or fear to reject outright. So marketers mistakenly assume their role is to change the ads. I see too many come to the creative meeting with a pen and paper and start to write feverishly all the recommended changes they have for each ad. The problem is if we marketers are not talented enough to come up with the ad in the first place, why do we think we are talented enough to change the ad? You are a generalist, surrounded by experts. Use your experts.

Creative Advertising Execution

Next time you go into a creative meeting, stop giving the creative team your solutions, and give them a new problem you are seeing and then let the creative team figure out the solutions. If the creative brief is the original “box” for the creative team to figure out the ideal solution, then use your feedback at the creative meeting to create a “new box” for the creative team figure out a new solution.

Use your feedback to challenge and create a new problem for your agency to figure out the solution.

Challenge yourself to get better at advertising 

  1. If you realized that how you show up as a client was the most significant factor in getting better advertising, do you think you would show up differently? If so, then show up right. 
  2. Are you one of your agency’s favorite clients? Bring a positive spirit that inspires everyone to want to work on your brand and never treat them like they have to work on your business.
  3. Do you stay focused on one target, one strategy, one benefit behind one brand idea? Avoid the “just in case list” where you add “one more thing.” The best advertising is like a bullhorn in a crowd. The worst advertising is like a cluttered bulletin board where you can’t read anything.
  4. When building a creative brief or providing feedback, do you resist the temptation to provide your own creative ideas or recommend changes? When you are dealing with an expert, give them your problems, not your solutions.
  5. Are you the type of brand leader who is willing to fight anyone in the way of great work? Even your boss? When you do, you will start to see everyone on the team fight for you. 
  6. Do you resist temptation in approving advertising that is “just OK” and “feels safe”? What signal do you think it sends everyone involved? You have to LOVE your advertising, and you should never settle for OK. 

To read our story “The 10 steps of the creative advertising process” click on this link below:

The 10 steps of the creative advertising process

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson Profile

 

Why do Marketers fail?

The best marketers take ownership of the brand, provide a clear vision and set of strategies, know what they want, then goes and gets what they want, can handle the pressure of Marketing and spend the effort to make their Assistant Brand Manager as good as can be. So why do marketers fail?

Here are the real ten reasons why marketers fail:Why Marketers Fail

  1. You fail to make decisions. Stop bundling everything together, do too many things, and you never prioritize. Action over brains never works for long.
  2. Unable to translate data into analytical stories. You need to learn to turn data into issues, then strategies for approval, then action.
  3. Can’t get along with Sales, Agency or subject matter experts around you. They will talk openly about you, and destroy you.
  4. Struggle to deal with ambiguity. Seek clarity at the wrong moment for the sake of comfort. As a result, you opt for the safe/comfortable/easy option, rather than dig in to find the right answer. Marketers will miss answers by being stiff.
  5. You fall for tactics off strategy. When you are mesmerized by shiny tactical toys, it is like taking a holiday from the pursuit of your brand vision.
  6. Bad people Manager. Can’t delegate, selfish, nasty, untrusting, fearful of giving feedback. The best people won’t want to work for you.
  7. Poor communicators, with the boss, or partners. Dealing with you is frustrating. Being a poor communicator creates a lack of trust.
  8. Never follow your instincts. Don’t be the doubter,  who constantly second-guess themselves. It ends up with constant spin/re-think. Slow at moving work through.
  9. You can’t write or present strategically. The reality is that smart thinking must be sold in for approval. Learn to write with a strategic mind. Learn to present your plans whether it is in the front of a room or 1-on-1 over a sheet of paper.
  10. You settle for OK, rather than push for great. Boring work will fail to break through. OK becomes contagious. If you don’t love your work, how do you ever expect your consumer to love your brand?

Five success factors for Brand Managers

1. Ownership

A great Brand Manager takes ownership of the brand. Many marketers struggle with the transition from being the helper to now being the owner. As you move into the job, you have to get away the idea that someone will hand you a project list. Not only will you make the project list, but you should also come up with the strategies that set up the need for the projects.

The best Brand Managers speak with a telling voice, rather than an asking voice. It is great to be asking questions as feelers, but you must realize that most people on the team will be looking to you for the decisions. Your people want to be heard and have their expertise recognized. They recommend, and you decide. Even when managing upwards be careful you do not ask what you should do. A great boss will want you to tell them what you want to do, and let the debate begin from there. 

2. Strategic direction

A great Brand Manager provides a clear vision and set of strategies. You should create a vision for the brand, to serve as a rallying cry for your team. Let everyone know where you want to go. The strategic choices and your brand’s execution should match up with your vision. As the brand owner, you become the steward of the strategy. You should reject everything that does not line up with your vision. Learn to think in terms of strategic pillars, to steer, control, inspire and manage the various functions and Agencies who support your brand. You have to be the one to drive a consistent delivery on your brand, despite having a wide-ranging collection of people behind the brand.

3. Working the system

A great Brand Manager knows what they want, then goes and gets what they want. Organizations are filled with functional groups, layers, external agencies, with everyone carrying a different set of goals and motivations. To an outsider, every organization appears to be a collective mess. The best Brand Managers can see much clearer. They can quickly understand and appreciate the motivations of various key stakeholders, and use that knowledge to work the system. Your greatness comes from the greatness of the subject matter experts who work on your brand. You must get them to give you their best. Tap into their motivations, to ask for their best work. One secret that took me many years to figure out; if you want someone’s best work, sometimes it is as simple as asking for their best work. The reason it works is very few Brand Managers ask. 

4. Dealing with Pressure

A great Brand Manager can handle the pressure of Marketing, including ambiguity, the push for results, dealing with relationships and managing their time. If you can manage these four pressure points effectively, then you can even begin to use them against each other.

First of all, the unknown of ambiguity and the time pressure of deadlines can work against each other. However, the best Brand Managers figure out how to work them to our advantage, as they evoke the right balance of patience with ambiguity and persistence in getting things done. At every level, there is time pressure. Be organized, disciplined and work the system, so it does not get in your way.

If you are fully aware of the timelines, better than others on your team, you can use time pressure against your people to push for better work. I have found many subject matter experts, especially creative people, will choose the best path when pushed with time pressure.

For example, with creative advertising, I have pushed right up against a known timeline, and asked, “We do not see good enough ideas yet. What else do you have?” More often than not, the next answers are their best. If you wait too long, you might miss an opportunity. However, if you move too quickly, you can choose a suboptimal path. How long are you able to deal with an unknown variable on your brand, without losing your composure? Stay relaxed. The consequence of not remaining composed is it creates a scared and stressed-out team, who might make poor decisions that lead to poor results. It is a dangerous game. But, when played well, you can get the best from your team.

Another significant pressure for Marketers is when positive results do not come in. It can be frustrating but is a reality we face. Force yourself to course correct, re-examine the underlying issues, and regroup with your team to look at other options, rather than continuing to repeat and repeat and repeat.

There is pressure in relationships that many Marketers feel, but are not able to fix. I recommend you should be pro-active in making the first move to build a relationship. Try to figure out the motivations and frustration points in those you work with before they become a problem. You have to know where someone stands before you can figure out where you can move them. Common ground is usually not that far away.

5. Managing others

A great Brand Manager spends the effort to make their Assistant Brand Manager as good as can be. Most Brand Managers struggle with their first five direct reports. The key is to keep self-evaluating and looking for ways to improve with each direct report. It can be a struggle to shift from “do-er” to coach. It is always tempting to think you can do something faster, so you may as well do it. The problem is you just become the “super ABM.” Many Brand Managers fail to share the spotlight, so it becomes hard for you to showcase your Assistant Brand Manager.

But, you must believe the work of your Assistant Brand Manager will reflect positively on how good of a manager you are. Assistant Brand Managers need feedback—both the good and bad—to improve. I see too many Brand Managers not giving enough feedback. And, so many afraid of “going negative” so the ABM is left in the dark or left believing they are doing a good job.

Great Brand Managers take the time to teach up front, give the ABM some room to try it out and then provide hands-on feedback in real time. Use weekly meetings to give both positive feedback and address gaps. And, I believe Brand Managers should do quarterly performance reviews with their ABMs. At that level, an annual review is just not enough. They will learn faster with more feedback.

Free e-book on How to be successful in your Marketing career

To read more about how to succeed in Marketing, download our free e-Book on Marketing Success.

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Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson Profile

 

 

 

 

The 10 steps of the creative advertising process

Brand leaders must be able to inspire, challenge, question, direct and decide, throughout the creative advertising process. If you knew that being a better advertising client would result in better work, would you do it? As we engage experts, the respect we show can either inspire greatness or crush their creative spirit. Being better at all elements of marketing is something you can learn through a combination of marketing training and on-the-job experience.

Here are the ten steps you need for managing the creative process: 

Creative advertising process

1. Strategy pre-work

The brand positioning and brand plan homework make it easier to write a great creative brief. Go deep on finding the consumer insights and consumer enemy, understand the brand positioning, and brand idea. In your brand plan, make sure you write a tightly focused brand communications plan. Only after you have done your homework should you take a pen to the creative brief.

2. Focused creative brief

Sit with your agency and turn your homework into a creative brief. Debate every point. Keep it focused. Think of the brief like creating a strategic box the ad must play within. The brief must have one objective, a tightly defined target market with rich consumer insights, one crystal clear desired consumer response of whether you want consumers to see, think, feel or do, and one main message you know will motivate the consumer target to respond positively. For added confidence, lay out your brand positioning into a brand concept you can test and validate with consumers.

3. Creative expectations

Just after signing off on the brief, request an informal meeting with the creative team to help convey your vision, passion, strategy, and needs. An informal meeting is your first chance to inspire the team and begin the push for great work. It always surprises me that the first time most marketers meet their creative team is at the first creative meeting, which is usually three weeks after the creative team has started to work on your brand. That is crazy. It seems like an old-school way for the account team to control both the client and creative team, keeping them at arm’s length. I believe the best advertising comes from a highly personal relationship with your creative team.

4. Tissue session

When you have an entirely new campaign or you’re working on a high-risk campaign, you should ask to hold an informal tissue session where the creative team presents roughed out conceptual ideas, usually with hand-drawn visuals, with a simple headline and description of a story. This meeting is an excellent chance to get your hands dirty, understand where the team wants to go, either encouraging them to further explore some ideas or talk about how some ideas might not fit. You get to see behind the creative curtain. Do not abuse this privilege by adding your own ideas to the mix. Focus on big ideas and use the meeting to inspire and push for better.

5. Creative meeting

How you show up at the first creative meeting is crucial to the entire project. You are now on the “hot seat,” and you should feel the pressure. You are being judged as much as you think you are there to judge the work. Think of the first creative meeting like a first date. I have seen the relationship fizzle within seconds. Be on your best behavior. Stay positive and focus on big-picture decisions. Give direction and make decisions. Stop thinking that your job is to fix or change the ads you see. Do not get too wrapped up in small details, as there remains plenty of time to keep working on those details. Use your feedback to inspire the team.

6. Feedback memo

Work it out with the agency ahead of time that you will give a feedback memo 48 hours after the creative meeting. This memo is your chance to gather your thoughts, balancing your creative instincts with your strategic thinking. The memo should clarify details you did not have a chance to talk about in the creative meeting. Where you are stuck, frame it as a problem, but avoid giving your specific solutions. Use the memo as a chance to create a new box for the creative team, an evolution from the box you created with the creative brief. Give them your problems, not your solutions.

7. Advertising testing

The use of ad testing depends on timing, budget, or degree of risk. Where you have a new major campaign, test the ideas you feel have the best chance to express your brand positioning, communicate the main benefit, break through the clutter, and motivate consumers to purchase. You can use qualitative focus group feedback to help confirm your instincts, or quantitative testing to replicate and predict how it may do in the market. I am a big believer that you should only use ad testing to confirm your pick, never to make your decision. Choose in your mind, what you think is the best ad. In case the results are close, go with your gut and select the one you chose before the test.

8. Gain approval

It is essential to keep your boss aware at every stage. Use your first meeting with your boss to state your vision for the project. Through each update meeting, keep your boss aligned with every decision. However, you always need to sell-in the ad! With every great ad I ever made, there were many resistors. However, with every possible bad ad on the table, I seemed to be the only resistor, who was trying not to make it. Own your vision, own your favorite ad, and find a way to make it happen.

9. Production

The production process can be a very complicated element of the project. Remember, you have zero expertise in any production area. Do not even pretend you do. Your main role is to deliver as close to the original script that was approved while managing the tone to ensure it fits your brand. During the shoot, try to get more options than you need, just in case, as it may look different in the final edit room.

10. Post-production

As you move to the post-production stage, you become even less of an expert. Many clients decide to stay close to their agency account person. I believe you should talk directly with every expert (editors) you work with. A personal approach will enable you to get the most out of each of the experts. Your greatness happens through their greatness.

The biggest challenge for most brand leaders is to stay focused on your overall vision at every stage, and then inspire and challenge to move towards that vision.

 

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson Profile

 

How to use the five elements of smart strategic thinking on your brand

Everyone says they are a strategic thinker, yet few are. Early in my career, I confess that I was more of an instinctual marketer. To be a strategic thinker, we need to learn to slow down and organize our thoughts. To use the five elements of smart strategic thinking, you need to a set a vision, invest your limited resources against an identified opportunity. And, then you need to create a market impact that can be leveraged into a performance result.

Strategic Thinking

1. Set a vision of what you want for your brand

A vision sets aspirational stretch goals for the future, linked to a clear result or purpose. Write a vision statement in a way that scares you a little and excites you a lot. It should steer everyone who works on the brand to focus on finding ways to create a bond with your consumers that will lead to power and profit beyond what the product alone could achieve. As Yogi Berra famously said, “If you do not know where you are going, how will you know if you get there?”

To be a visionary, you must be able to visualize the future. Imagine it is five or 10 years from now and you wake up in the most fantastic mood. Visualize a perfect future and write down the most critical milestones you need to achieve. Even think about words that will inspire, lead and steer your team towards your vision.

As strategic thinking starts with asking questions, a smart strategy must ask interruptive questions that frame the issues in terms of what you want to achieve. By raising those issues early on, you can focus the team on the significant problems that need to be solved to get you on the path to your vision.

2. Invest resources in a strategic program

Think through the options of where you should invest to move your brand into a more powerful and profitable position. The programs you choose should solidify the brand’s core strength, build a brand idea that tightens the consumer bond, battle competitors on positioning, or address the situational challenges and opportunities.

3. Focus on an identified opportunity

Focus your limited resources on a distinct opportunity you have identified based on a potential change in the market, including changes to consumers, competitive situation, technology or sales channels.

In today’s data-driven world, everyone has access to the equivalent information and in turn, can see the same opportunities. You must use speed to seize the opportunity before others can take action, and then that opportunity is gone.

The best brand leaders never divide and conquer. They force themselves to focus and win. The smartest brand leaders use the word “or” more often than they use the word “and.” If you come to a decision point, and you try to rationalize doing a little of both, you are not strategic. Force yourself to make choices.

Many marketers struggle to focus.

Myth 1: The most prominent myth of marketing is to believe that your brand will get bigger if you have a broader target market. 


Reality: Too many marketers target anyone. I will always argue it is better to be loved by a few than tolerated by many. You have to create a tight bond with a core base of brand fans, and then use that fan support to expand your following.

Myth 2: The second myth to becoming a more prominent brand is to believe a brand stands for everything. Some brands try to say everything possible with the hope the consumer hears anything.

Reality: Hope is never a strategy. To be loved by consumers, a brand must stand for something with a backbone and conviction. Trying to be everything to anyone just ends up becoming nothing to everyone.

Myth 3: Your brand will be bigger if you try to be everywhere, whether in every sales channel or on every possible media option.

Reality: If you went to Las Vegas and put a chip on every square, you would be bankrupt before midnight. The worst marketers lack focus because they fear missing out on someone or something. By trying to be everywhere, the brand will drain itself and eventually end up being nowhere.

Limited resourcesStrategic Thinking

Every brand has limited resources, whether they’re financial, time, people, or partnerships. Marketers always face the temptation of an unlimited array of choices, whether in the possible target market, brand messages, strategies, or tactics. The smartest brand leaders limit their choices to match up to their limited resources, to focus on those that will deliver the highest return.

When you focus, five amazing things happen to your brand:

  1. Stronger return on investment (ROI): When you focus your dollars on the distinct breakthrough point or against a program that you know will work, you will see the most positive and efficient response in the marketplace.
  2. Better return on effort (ROE): You must make the most efficient use of your limited people and resources. Find the Big Easy! Focus on the ideas with the most significant impact that is the easiest to execute. Avoid those ideas that are small and difficult to implement. While you may not always have the data to calculate your ROI, you should have the instincts to figure out your ROE.
  3. Stronger reputation: When you limit your audience and brand message, you will have a better chance to own that reputation among that core target audience.
  4. More competitive: When you focus your message to a specific target audience, your brand will start to create a space in the market you can defend against others from entering that space.
  5. More investment behind the brand: When you focus and deliver business results, your management team will ask you to do that again. They will give you more money and more people resources. Even with increased resources, you must take the same focused approach.

4. Leverage the breakthrough market impact

A smart strategy turns an early breakthrough win into a shift in momentum, positional power or tipping point where you begin to achieve more in the marketplace than the resources you put in.

Many underestimate the need for an early win. I see this as a crucial breakthrough point where you start to look at a small shift in momentum towards your vision. While there will always be doubters to every strategy, the results of the early win provide compelling proof to show everyone the plan will work. You can change the minds of the doubters—or at least keep them quiet—so everyone can stay focused on the breakthrough point.

The magic of strategy happens through leverage, where you can use the early win as an opening or a tipping point where you start to see a transformational power that allows you to make an impact and achieve results in the marketplace. A smart strategy should trigger the consumer to move along the bug journey from awareness to buy and onto loyalty, or it can help tighten the consumer’s bond with the brand.

Strategic Thinking

5. Performance result that pays back

The shift in positional power in the marketplace moves your brand toward your vision and creates a future pathway to building a consumer bond, brand power, and brand profitability.

A brand can become powerful compared to the consumers they serve, the competitors they battle, the channels they sell through, the suppliers who make the products or ingredients, the influencers in the market, any media choices and the employees who work for the brand. We explored these eight sources of power in the opening chapter.

You can drive profit through premium pricing, trading consumers up on price, finding a lower cost of goods, using lower sales and marketing costs, stealing competitive users, getting loyal users to use more, entering new markets or finding new uses for the brand. We explored these eight ways a brand can add to their profitability in the opening chapter.

For a strategy to work, what pays off in the marketplace must pay off in brand power or business results.

Strategic Thinking

 

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a Workshop on Strategic Thinking, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson Profile

Best Super Bowl ads of 2018, based on whether I would spent the money

Best super bowl AdsHere are the Best Super Bowl Ads. As a former client side Brand Leader, I only ever judge an Ad based on whether I would have spent the money to make it. Super Bowl Ads are high-profile, and a big financial investment. While none of this year’s Ads will make my All time Top 10 list, there were a handful I would have invested in.

 

Is the Super Bowl a good media choice for your brand?

When it comes to your media, your strategy should determine how much you can invest. Have you discovered a new brand message that you know will motivate consumers to buy your brand? Have you Identified change in the consumer needs, motivations or behaviors that will benefit your brand.Has there been a shift in the competitive dynamic, with an opportunity to make gains or a necessity to defend? Are you continuing to fuel brand growth, with a window to drive brand profits? Is there a new distribution channel you can use to move consumers through, before competitors do? Have you launched a breakthrough product innovation that offers a competitive advantage to your brand? While the Super Bowl is a huge investment, if done right, it can actually be a more efficient brand spend than paying for a 30-second spot on Big Bang Theory on your average Tuesday. It all depends on the creative. During a Super Bowl game, we tend to see some of the best…..and my god, some of the worst Ads of all time.

 

Does your Ad have branded breakthrough and a motivating message?

The Brand Leaders who are good at advertising can get great Ads on the air, and keep bad Ads off the air. You need to make decisions to find the sweet spot where your brand’s Advertising is both different and smart.

To be different, you need to achieve branded breakthrough, using creativity to capture consumers, not only gaining their attention within the clutter of the market, but linking your brand closely to the story. To be smart, you need a motivating message to make sure you communicate the main message to connect with consumers in a memorable way, and make sure the ad stick enough to move consumers to see, think, feel or act differently than before they saw the Ad.

I always use the principles for achieving Attention, Brand Link, Communication and Stickiness—the model I call the ABC’S.

Here are the 5 Ads I would have paid for:

Tide:

Tide stole the evening. While Tide has a dominant share, I have zero emotional feelings for Tide. The brand is so stoically cold, I have never seen any Tide Ad in the past 40 years I have liked. Till last night. I actually found myself wanting to see the next Tide Ad. And a few times, I said “this is a Tide Ad” and I was wrong. But still laughing my ass off.

And then there was this one, using their sister brand, “Old Spice”. When this came on, I said “oh good, finally a new Old Spice Ad”.  Nope, a Tide Ad.

Then I saw a Clydesdale horse, ready to cry. Nope, it’s a Tide Ad. Damn.

Tide is a dominant Power Player brand. They have the financial resources to do this type of Ad once a year. High on attention, strong branding, still tells cleaning message and sticks in the consumer’s mind. I’m sure the overnight recall for “A Tide Ad” is 90%. I’d buy it.

Amazon Alexa

It was a weak evening for technology. But Amazon Alexa was great. With a new product innovation, it naturally generates Attention, and used a highly creative demo to communicate the benefits of the brand. Nice use of a few celebs who fit their role. Very funny, to create some good talk value. I’d buy it.

 

Jeep

This Ad spoke to those consumers who love the Jeep Wrangler. It was a 30-second one take product demonstration. I bet if you ask Jeep lovers, this Ad perfectly epitomizes their view of the brand. While the masses might not remember by this ad today. I am guessing at every water cooler or Facebook page, the Jeep owners are quietly saying “I like the Jeep Ad”. Maybe lose half the copy of the voice over. Let the quietness of the Ad speak for itself. Plus, that voice over seemed to be talking to the Ad industry, not Joe Average Jeep owner. But,  I’d buy it.

Ram 

One of my top 10 all time favorite ads was the Dodge “And god created a farmer” ad with the voice of Paul Harvey from 2012. It was such a captivatingly quiet Ad. So last night, I could tell the MLK ad was Ram’s, but the music was annoying me. Last I checked, Dr. King doesn’t need background music. I’d buy it, but I’d ask for the music to be gone.

Compare that ad with the Dodge Ram ad from the 2012. See what I mean by the lack of sound is what captures you. Now watch the MLK ad and imagine without the music.

Doritos and Mountain Dew

I feel for the Doritos team for having to come up with a hit every Super Bowl Ad. Maybe not way out there, but a solid 8/10. Highly entertaining rap to launch a product innovation, followed by Morgan Freeman with Mountain Dew. While I love Morgan Freeman rapping and dancing, the brand link and message was not as clear. I’d buy the Doritos and think twice about the Mountain Dew. Maybe I’d use the Morgan Freeman script on a salt and vinegar Doritos.

That’s my shopping list done. There were a ton of Ads. Lots of crap last night. I will remember Tide, maybe not in my top 10 Super Bowl ads of all time, but maybe in my top 25.

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Beloved Brands Graham Robertson

 

 

 

 

 

 

 

 

 

 

Is a Super Bowl Ad a good or bad investment for your brand?

A few years ago, I would have said that “the NFL can do no wrong”. With all that has gone wrong in the past few years, I will now alter that statement to say “the NFL can do a lot wrong and still get away with it”. This year’s Super Bowl will be charging up to $5 Million for a 30 second TV ad. As a Brand Leader, you should balance your media choices by looking at media efficiency, quality, impact and fit with the brand.

Media Math

The efficiency of the media math starts with reach and frequency. Reach is the number or percent of different household or persons the ad will be exposed to at least once, over a specific period, while frequency is the number of times that household or person who are exposed to the ad within a particular period of time. Be careful relying on efficiency alone, balancing the efficiency with the quality of the media choices.

Be careful getting too fixated on efficiency. I always set aside about ten percent of my media budget to drive high impact to can create early attention to a new campaign or look at an innovative media choice that matches up to the innovation I might be launching.

Budget is always a good starting point for your media planning. You should think of media decisions as a business investment, that you feel you can move consumer along their journey and put your brand on a pathway to higher growth, more power, and profit. So, what are you investing behind?

NFL Ad Rates

While all the news about the NFL this year sounds crazy, the question we should be asking: “Is advertising during the Super Bowl a good investment for a brand?”

 

sb-ad-rate-vs-sp-500

I don’t have an updated chart, but in the past 12 months, the stock market is way up, while the NFL viewership is down 7%, even though we are being told that advertising dollars are still strong for the NFL.

Super Bowl versus The Big Bang Theory

One of the most highly rated TV shows is the Big Bang Theory, recently drawing 17 million viewers and charging approximately $350,000 for a 30-second spot for a media cost of 2.1 cents per viewer. Arguably, a TV ad run during the Big Bang Theory will be part of a 12-week campaign, allocating the cost of production over that 12 weeks, increasing the total cost per viewer up to 2.2 cents per viewer. 

The Super Bowl is expected to draw 125 million viewers, charging $5,000,000 for a 30-second spot for a media cost of 4.2 cents per viewer. A Super Bowl ad will be the first and likely the only time that ad is run, which means we would have to add in the production costs for the Ad, moving the total cost up from $5 million to around $6 million (assumes a production cost of $1 million, but could be up to $5 million), which increases the total cost per viewer up 4.8 cents per viewer. 

Super Bowl Consumers are Paying Attention to the Ads

I would argue that a well-done Super Bowl ad brings a Bigger Impact on the market. First, with the Super Bowl ads, many people now “watch the ads” as much as they watch the games. If you assume that the consumer engagement on the Super Bowl ads is double the Big Bang Theory, then we have a relative tie in the cost per viewer. On top of that, the Super Bowl ads that go viral add another 10-30 million viewers after the game, making the total cost per viewer much more efficient. We aren’t even measuring the talk value at the lunchroom table on Monday when people gush over the cuteness of the Budweiser dog or laugh as they re-tell the Doritos ad. 

Compared to other video media options, the Super Bowl ads at 4.8 cents per viewer are still cheaper than the 7.5 cents per view that YouTube charges or the 9 cents per view that Facebook charges.

When to use a Super Bowl Ad

Marketing Execution has to make your brand stronger. It has to create a bond with consumers who connect with the soul of the brand, it establishes your brand’s reputation based on a distinct positioning and it influences consumers to alter their behavior to think, feel or act, making the brand more powerfully connected, eventually leading to higher sales, share, and profit. Too many ads on the Super Bowl seem to be playing the game, hoping that broad awareness helps your brand. To me, broad awareness is never enough of a reason to spend money. When I was running marketing teams, and someone came to me with “drive awareness”, I’d cross it out and ask for something more.

4 reasons you should advertise in the Super Bowl

  1. You are already a beloved brand, that can connect with your consumer base to make them feel more emotionally connected to your brand so that you tighten the bond further. This tighter bond will help drive further growth and profits in the future.  
  2. You are an established brand, with a significant product launch or a new brand positioning that you want to draw quick attention to, knowing that it will trigger the search and potential purchases.  
  3. You are an impulse product that could use advertising to trigger those consumer impulses during the game. This would be the fit for the Snickers or Doritos marketing strategy, so consumers want more. You can use the Super Bowl as the kicking off point to a new campaign that you might run all spring. 
  4. The other reason for Super Bowl advertising might be to keep up with your competition. Last year, there were 10 car brands that advertised, many didn’t break through. 

Bad Creative makes it a completely wasted investment

Every year, you can divide the Super Bowl ads into three groups. There will be 10% great, 40% good and 40% really bad. If you are in the last two groups, your investment will not pay off.

With a highly engaged Super Bowl crowd, you cannot just show your average TV ad, or you risk being booed at a Super Bowl Party like this spot by a very small brand, Jublia, for foot fungus. Boring product demos?  On the Super Bowl?  Really. Wow. They should have saved this type of Creative for 3 am on CNN when no one is watching. Can you imagine spending $5 Million on this?

Another bad ad came from “Go Daddy” a few years ago. I will say this brand takes a lot of chances, however, this one is not based on the right insight. Everyone, including small business people, is watching the game. No consumers ever want to be portrayed as the lonely loser. 

 

A Super Bowl ad can be a great investment for the right strategy and execution

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Beloved Brands Graham Robertson

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

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

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

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

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

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

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

Coke needs to face that carbonated beverages are in sharp decline

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

The only remaining strategy is to beat each other.

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

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

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

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

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

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Beloved Brands Graham Robertson 

 

 

 

 

 

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20 thought starters for Marketers to kick off the new year.

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

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

Here’s to a great 2018!

 

 

 

 

 

 

 

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Beloved Brands Graham Robertson