“Graham Robertson hits all the right notes in his new marketing book, Beloved Brands, a book every CMO or would-be CMO should read.”
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To start, we will challenge you with questions that get you to think differently about your brand strategy. Then, we take you through our process for defining your brand positioning. We will open your mind to new possibilities for how you see you can differentiate your brand. And, we use examples of brand positioning statements to bring the learning to life.
Next, we will show you how to write a brand plan that everyone can follow. Make sure all stakeholders know precisely how they can contribute to your brand’s success. Moreover, we will show you how to run the creative execution process, show you how to write an inspiring brief, and make decisions to find both smart and breakthrough work.
Finally, you will learn new methods to analyze the performance of your brand with a deep-dive business review.
Above all, over 90% of our Amazon reviews receive five-star ratings, and Beloved Brands has spent numerous weeks as a #1 bestseller in brand management.
With B2B Brands, we want to challenge you with questions that get you to think differently about your brand strategy. Moreover, we take you through our process for defining your brand positioning. We will open your mind to new possibilities for how you see your brand. To help, we use examples of brand positioning for B2B brands.
To start, we will show you how to write a brand plan that everyone can follow so they know precisely how they can contribute to your brand’s success. In addition, we will show you how to run the creative execution process, show you how to write an inspiring brief, and make decisions to find both smart and breakthrough communications.
Finally, you will learn new methods to analyze the performance of your brand with a deep-dive business review.
Most importantly, our B2B Brands playbook offers a variety of B2B case studies and examples to help the B2B marketing professional learn new methods. Equally, 90% of our Amazon reviewers have given us a 5-star rating.
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. Our brand management books provide you with the tools you need to think differently.
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
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.
In our brand management books, we 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
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. We use real-life examples to give you a framework to use on your brand. With our brand management books, 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
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. With our brand management books, 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
The best brand leaders can tell strategic stories through analytics. With our brand management books, 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.
“Graham Robertson hits all the right notes in his new marketing book, Beloved Brands, a book every CMO or would-be CMO should read.”
“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.”
“Whether you’re an aspiring marketer trying to elevate your brand, or an established leader looking to separate your brand from competitors – Beloved Brands and B2B Brands are absolute “must-have” brand management books that masterfully articulate the essence of effective brand marketing through a series of practical concepts and relevant examples.”
“Beloved Brands is the definitive, must-read, toolkit for brand building! Graham Robertson has produced a straight-forward marketing book 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!”
Our readers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. We are proud that 90% of Amazon reviewers have given Beloved Brands a 5-star rating and is a #1 bestseller in brand management.
