What you need to know to be a great Marketer in today’s modern and cluttered brand world

Posted on Posted in How to Guide for Marketers

 

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The ways of the consumer have changed dramatically, impacting what it takes for brands to win.

Today’s consumers see 7,000 brand messages per day, too much for their brains to handle. They filter out the irrelevant advertising. Consumers are constantly distracted—driving, walking, talking, texting. Brands have to work harder than ever, to earn their attention. Consumers are tired of being burned by faulty brand promises. Their instinct is to doubt first, then test to see if it holds up. They are rarely sold to anymore. Instead consumers now take control over the buying process. Consumers explore rationally, but engage emotionally with brands that they believe in. They cast aside brands that don’t live up to their promise, yet stay loyal to those that offering the most amazing brand experiences that exceeds their expectations.

The best brands of the last century were based on product inventions that solved small problems that consumers didn’t even realize they had until the product came along. Old school Marketing was dominated by logical TV ads, bold logos, catchy jingles and tag-lines, product superiority claims and a battle for shelf space at retail stores. Marketing was all about owning a place in the consumer’s mind. Brand Leaders that continue to follow these rules will fail in today’s Marketing world. You will need to adjust.

In today’s modern and cluttered Marketing world, Brand Love is the new currency, with Marketing shifting to building big ideas, leveraging insight-driven stories that are in the moment, creating consumer experiences that people talk about and managing ubiquitous purchase moments. The focus of Marketing is to create a brand reputation with consumers, yet equally important, with your internal organizational culture that reflects the brand’s soul. Instead of shouting your message at every consumer, the best brands trigger the conversations by confidently whispering to those who are the most motivated by what the brand does, who then whispers with influence to their friends on behalf of the brand. In the modern world, the best brands now fight for a place in the minds and hearts of consumers.

As much as Marketing has changed, the fundamentals of brand management matter more now than ever.

We believe that the fundamentals of brand management are essential for brands to win in the modern economy. You need to tightly define your brand. Focus on those consumers who are the most motivated by what you do. You need to talk benefits, balancing the functional and rational benefits. Brands need to build around Big Ideas that organize all the activity on the brand—the brand promise, communications, innovation, purchase moment and the consumer experience. There are too many tactical choices these days. You cannot do them all. You need focus or you will deplete your limited resources. If your consumers want amazing experiences, you need to market your brand internally to your staff, to ensure everyone is delivering the same brand promise. You need to your work to move your consumers along the Brand Love Curve, going from Indifferent to Like It to Love It and to Beloved, believing that the more connected your brand is to your consumer, the more powerful and profitable your brand will be.

The role of a brand is to create a bond with consumers, that can lead to a power and profit beyond what the product alone could achieve.

Consumers connect with brands based on their big idea, that is simple, unique, own-able and motivating. The Big Idea helps to simplify and organize brand messages making it easily understood and remembered. The idea must be unique, own-able and motivating. The Big Idea must gain a quick entry with consumers, be layered easily across all consumer touch-points and have longevity over the life of the brand. All activity on the brand must be organized under the Big Idea.

Brand Love matters more than ever before.

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Below is one of the workshops we run to help Brand Leaders find their Brand Positioning statement.

 

Beloved Brands: Who are we?

At Beloved Brands, we will make your brand stronger and your brand leaders smarter. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth. We cover strategic thinking, analytics, brand planning, brand positioning, creative briefs, customer marketing and marketing execution.

The fundamentals of Marketing

At Beloved Brands, we can build a Brand Management Training Program, to unleash the full potential of your Marketing team

  • How to think strategically: We believe that Strategic Thinking is an essential foundation, to help Marketers ask big questions that challenge and focus brand decisions. We teach the value of asking good questions, using four interruptive questions to help frame your brand’s strategy, looking at your competitive position, your brand’s core strength, the connectivity with your consumer and the internal situation your brand faces.
  • Write smarter Brand Plans: We demonstrate how to write each component of the Brand Plan, looking at brand vision, purpose, values, goals, key Issues, strategies and tactics. We provide a full mock brand plan, with a framework for you to use on your own brand. We show how to build Marketing Execution plans as part of the overall brand plan, looking at a Brand Communications Plan, Innovation Plan, In-store plan and Experiential plan. This gives the strategic direction to everyone in the organization.
  • Create winning Brand Positioning Statements: We show how to write a classic Brand Positioning statement with four key elements: target market, competitive set, main benefit and reason to believe (RTBs). We then show how to build an Organizing Big Idea that leads every aspect of your brand, including promise, story, innovation, purchase moment and experience.
  • Write smarter Creative Briefs: The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
  • Be smarter at Brand Analytics: We show how to build a deep-dive business review on the brand, looking at the category, consumers, competitors, channels and brand. We start with the smart analytical principles that will challenge your thinking and help you gain more support by telling analytical stories through data. We teach how to turn your analysis into a presentation for management, showing the ideal presentation slide format.
  • Get better Marketing Execution: We provide Brand Leaders with tools and techniques for judging communication concepts from your agencies, as well as processes for making decisions and providing effective feedback. We teach how to make marketing decisions with the ABC’S, so you can choose great ads and reject bad ads looking at tools such as Attention (A), Branding (B), Communication (C) and Stickiness (S). We teach how to provide copy direction that inspires and challenges the agency to deliver great execution.
  • How to build Media Plans: We look at media as an investment and as a brand growth strategy, exploring various media options—both traditional and on-line. We bring a more consumer centric approach to media, aligning the media choices to where your consumer will be most likely to engage with your brand message. We look at all the types of Media through the lens of the Brand Leader, with advice on how to use traditional media options, such as TV, radio, newspaper, out-of-home and Modern media options such as digital, social and search.
  • Winning the Purchase Moment: We provide brand leaders with analytics, planning and decision making tools to help their instincts and judgement for moving consumers to purchase. Complete in-store business review, looking at categories, consumer shopping behavior, competitors, customers and the overall brand performance. We teach the basics of customer marketing planning, identifying the target consumer, in-store messages, strategies, tactics and project management. We look at the available tools for customer marketing including pricing, promotions, retail shelf management, merchandising and operational execution.

If you need any help, email me at graham@beloved-brands.com

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