BELOVED BRANDS

The playbook for how to build a brand your consumers will love

With Beloved Brands, you will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand. 

 

  • How to think strategically
  • Write a brand positioning statement
  • Come up with a brand idea
  • Write a brand plan everyone can follow
  • Write an inspiring creative brief
  • Make decisions on marketing execution
  • Conduct a deep-dive business review
  • Learn finance 101 for marketers

 

“Graham Robertson hits all the right notes in his new branding book, Beloved Brands, a book every CMO or would-be CMO should read.”

Al Ries

Bestselling author of Positioning and Marketing Warfare, and viewed as “The Pioneer of Positioning,”

“Most books on branding are really for the MARCOM crowd. They sound good but you find it’s all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says…but he spares you the buzzwords. Next year my students will all be using this book.”

Kenneth B. Wong

Distinguished Professor, S.J. Smith School of Business, Queen’s University

“Whether you’re an aspiring marketer trying to elevate your brand, or an established leader looking to separate your brand from competitors – Beloved Brands is an absolute “must-have” resource that masterfully articulates the essence of effective brand marketing through a series of practical concepts and relevant examples.”

Keith A. Gordon

President & CEO of Fight For Children, and former President of NFL Players Inc.

Beloved Brands is the definitive, must-read, toolkit for brand building! Graham Robertson has produced a straight-forward resource for anyone who wants meaningful distance from the competition, greater customer engagement, increased brand loyalty, or more customer referrals! Drop this book into your shopping cart!”  

Joseph Michelli, Ph.D.

New York Times #1 Bestselling Author

Details of our Beloved Brands playbook

1. How to think strategically

Too many marketers are so busy that they do not even have time to think. 

The best brand leaders do the necessary critical strategic thinking to find ways to win in the market. Strategic thinking is an essential foundation, forcing marketers to ask big questions that challenge and focus brand decisions. 

I will show you four ways to enhance your strategic thinking, using the brand’s core strength finder, consumer strategy, competitive strategy, and situational strategy. You will learn how to set a vision for your brand, focus your limited resources on breakthrough points, take advantage of opportunities you see in the market, find early wins to leverage to give your brand a positional power to drive growth and profits for your brand.

In our section on strategic thinking, you will learn how to: 

  • Use five elements help smart strategic thinking
  • Leverage our 360-degree strategic thinking model
  • Build everything around your brand’s core strength
  • Use strategically to tighten your brand’s bond with consumers
  • Think strategically to win the competitive battles you face
  • Understand the brand’s current situation
  • Write strategic objective statements for each of the four strategy

2. How to define your brand positioning

Too many marketers are trying to be everything to anyone. This strategy is the usual recipe for becoming nothing to everyone. 

The best brand leaders target a specific motivated consumer audience and then define their brand around a brand idea that is interesting, simple, unique, motivating and ownable. 

I will show you how to write a winning brand positioning statement with four essential elements: target market, competitive set, main benefit and reason to believe (RTB). You will learn how to build a brand idea that leads every touchpoint of your brand, including the brand promise, brand story, innovation, purchase moment and experience. With this marketing book, I will give you the tools for how to write a winning brand concept and brand story. 

 

In our section on defining your brand, you will learn how to:

  • Write brand positioning statements
  • Focus your target market, with insights, enemies, and need states 
  • Define consumer benefits, both functional and emotional
  • Come up with brand support points and claims
  • Use the relationship between brand soul, brand idea and brand reputation
  • Build your brand idea
  • Write brand concept statements
  • Turn your brand concept into a brand story
  • Use the brand positioning and brand idea to build your internal brand credo

3. How to write Brand Plans

Too many marketers focus on a short-term to-do list, not a long-term plan. 

The best brand leaders write brand plans everyone in the organization can follow with ease, including senior management, sales, R&D, agencies and operational teams. 

I will teach you how to write each element of the brand plan, including the brand vision, purpose, values, goals, key Issues, strategies, and tactics. Real-life examples will give you a framework to use on your brand. With this marketing book, you will learn to build execution plans including a brand communications plan, innovation plan, and in-store plan.

In our section on how to write brand plans, you will learn how to:

  • Use five strategic questions as an outline for your entire plan
  • Write an inspirational brand vision statement to frame your brand plan
  • Come up with a brand purpose and brand values
  • Summarize your brand’s situation analysis
  • Map out the key issues your brand faces
  • Write smart, brand strategy objective statements to build around your brand’s core strength
  • Create smart, consumer brand objective strategy statements
  • Write smart, competitive brand objective strategy statements
  • Build smart, situational brand strategy objective statements
  • Focus tactics to ensure a high return on effort
  • Write specific execution plans for brand communications, innovation, and in-store
  • Figure out the profit statement, sales forecast, goals, and marketing budget for your plan
  • Build ideal one-page brand formats for an annual brand plan and long-range strategic roadmap

4. How to inspire marketing execution

Too many marketers are becoming task-masters and step over the line into execution. 

The best brand leaders need to inspire experts to produce smart and creative execution. I will provide tools and techniques for judging and making decisions on creative advertising from your agency. 

For judging execution, I use the ABC’s tool, believing the best executions must drive Attention (A), Brand link (B), Communication (C) and Stickiness (S). I will provide a checklist for you to use when judging executions, then show you how to provide direction to your agency to inspire and challenge great execution. 

In our section on how to lead the marketing execution, you will learn how to:

  • Use your crucial role as the brand leader to get great creative execution
  • Be the brand leader who can successfully manage the 10 stages of the advertising process
  • Write a brand communications plan
  • Turn the brand communications plan into a creative brief
  • Learn from smart and bad examples of the creative brief
  • Use the ABC’s advertising decision-making tool
  • Give inspiring feedback on advertising that pushes for great work
  • Use our six questions to help frame your media planning
  • Line up media choices to where consumers are most willing to engage with your brand

5. How to analyze your brand’s performance  

Too few marketers take the time to dig into data analytics. There is no value in having access to data if you are not using it to discover meaningful insights. 

The best brand leaders can tell strategic stories through analytics. I will show you how to create a deep-dive business review, looking at the marketplace, consumers, competitors, channels, and brand. Then, I will teach how to turn your analysis into a presentation for management, showing the ideal presentation slide format. I will also provide a Finance 101 for Marketers, giving you every financial formula you need to run your brand.

In our section on how to analyze the brand’s performance, you will learn how to:

  • Analyze the marketplace your brand plays in
  • Assess your consumers
  • Assess the retail channels you sell through
  • Analyze the competitors
  • Analyze the health of your brand
  • Use 60 of the best analytical questions to ask
  • Bring the analysis together into the drivers, inhibitors, threats, and opportunities
  • Use our financial formulas for compound CAGR, price increases, COGs. and ROI
  • Prepare a deep-dive business review presentation

about our author

Meet Graham Robertson

Graham Robertson

Graham Robertson is one of the voices of today's brand leaders. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He's helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham's purpose is to use his marketing experience and provocative voice to get marketers to think differently about their brands, and to explore new ways to grow.

In his distinguished 20-year marketing career, Graham led some of the world's most beloved brands at Johnson and Johnson, Coke, General Mills and Pfizer, rising up to VP Marketing. He has won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertising awards.

As a keynote speaker, Graham shares his passion for brands to challenge and inspire marketing minds around the world, whether speaking at Advertising Week, or at the NBA Summer League, or to a room full of marketers in Bangkok Thailand or an agency in New York. He's been a guest writer for Ad Age, and his weekly blog stories have reached millions of marketers, who are trying to improve their skills.