We designed our brand management training program to challenge brand leaders to think, define, plan, execute, and analyze, always focused on driving brand growth. The stronger your marketing team, the smarter thinking they will put into their brand and the better execution you will see in the marketplace.
Our brand management course menu
- Why being a beloved brand matters
- How to think strategically
- Mapping the consumer journey with insights
- Defining your brand positioning
- Aligning everything around your brand idea
- Building a marketing plan everyone can follow
- Leading deep-dive analysis of your brand
- Marketing Finance 101
- How to write a smart creative brief
- Leading the advertising process
- How to make creative advertising decisions
- How to make media decisions
The details of our most popular brand management training courses
How to think more strategically
Strategic thinking is an essential foundation for brand management training, 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.
Strategic thinking learning outcomes
- How to use the five elements of smart strategic thinking
- Leverage our 360-degree strategic ThinkBox model using the brand’s core strength finder, consumer strategy, competitive strategy, and situational strategy.
- Build everything around your brand’s core strength
- Think strategically to tighten your brand’s bond with consumers
- Use strategy to win the competitive battles you face
- Think strategically, within the brand’s current situation
- Write strategic objective statements for each of the four strategies
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How to write a brand positioning statement
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. I will give you the tools for how to write a winning brand concept and brand story.
Brand positioning learning outcomes
Write brand positioning statements
Define your target market, with insights, enemies, and need states
Define consumer benefits, both functional and emotional
Come up with brand support points and claims
Understand the relationship between brand soul, brand idea and brand reputation
Come up with your brand idea
Write brand concept statements
Turn your brand concept into a brand story
Use the brand positioning and brand idea to build a brand credo
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How to write marketing plans
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. You will learn to build execution plans including a brand communications plan, innovation plan, and in-store plan.
Marketing plans learning outcomes:
- Use five strategic questions as an outline for your entire plan
- Write an inspirational vision statement to frame your marketing 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
- Focus tactics to ensure a high return on effort
- Write specific execution plans for marketing communications, innovation, and in-store
- Do up a profit statement, sales forecast, goals, and marketing budget for your plan
- Use our ideal one-page brand formats for the annual marketing plan and long-range strategic roadmap
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How to inspire marketing 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.
Marketing execution learning outcomes:
- Understand the crucial role of the brand leader in getting great creative execution
- Successfully manage the 10 stages of the advertising process
- Write a brand communications plan
- Turn the brand communications plan into a creative brief
- Use smart and bad examples of the creative brief
- Use the ABC’s (Attention, Brand Link, Communication, Stickiness) 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
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How to analyze your brand's performance
The best brand leaders can tell strategic stories through analytics. With our brand management training, I will show you how to create a deep-dive business review, looking at the marketplace, consumers, competitors, channels, and brand. From there, I will teach how to turn your analysis into a presentation for management, showing the ideal presentation slide format. And then, I will also provide a Finance 101 for Marketers, giving you every financial formula you need to run your brand.
Marketing analysis learning outcomes:
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 financial formulas for compound CAGR, price increases, COGs. ROI
Prepare a deep-dive business review presentation
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We have created bootcamp options by combining our brand management courses
Brand Strategy
3-day bootcamp
- Why being a beloved brand matters
- How to think more strategically
- Consumer & competitive strategy
- Deciding on your consumer target
- Defining your brand positioning
- Build everything around brand idea
- Build a marketing plan
Brand Execution
3-day bootcamp
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- Defining your brand positioning
- How to write a smart creative brief
- How to run the advertising process
- Making advertising decisions
- How to make media decisions
- Deep-dive analysis of your brand
- Why being a beloved brand matters
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Branding for Agencies
3-day bootcamp
- Why being a beloved brand matters
- How to think more strategically
- Consumer journey with insights
- Defining your brand positioning
- Build everything around brand idea
- How to write a smart creative brief
- How to run the advertising process
Video Training
Five 2-hour sessions
- How to think more strategically
- Defining your brand positioning
- Build a marketing plan
- Leading the marketing execution
- Deep-dive analysis of your brand
What our clients have to say about our marketing training
The team at Hearth and Home Technologies had the opportunity to work with Graham on Beloved Brands management and strategy planning. Graham went above and beyond to help us think about brand management differently. During the course of four days we learned transformative skills that will help bring our portfolio of brands to the next level. Graham makes learning fun while leading the conversation with relevant thought leadership. He’s a valuable resource and a true partner in business. I would highly recommend Graham to any business looking to position and elevate brand strategy.
Jackie Schneider
Director of Marketing, Hearth & Home Technologies
Beloved Brands created and delivered a custom training program to meet the developmental requirements of a diverse team of Marketers. Graham puts the training in context of their own businesses, resulting in real-time application of the training modules. His philosophies push strategic thinking and get people to see the “what if” questions before jumping to solutions. Graham challenges you to think different making each Marketer better.
Doug Rozon
Director of Marketing, Henkel Canada
Graham provided expert advice and reliable suggestions during coaching sessions to build brand performance with my team. His knowledgable experience was extremely valuable. I would recommend leveraging his expertise for brand coaching, teaching and brand planning.
Lana Jensen
Marketing Manager, 3M
The most efficient investment in my marketing budget was having Graham’s train my team. He managed to translate the “heavy marketing” slang we all had from books and previous companies into down-to-earth brand management frameworks that are practical and easy for everyone to understand. Beloved brands covers it all including analytics, key issues, strategy and brand activation. Every word will make you a better brand leader.
Zhelyaz Koliovski
Marketing Director, Vinprom Pashtera, Bulgaria
BELOVED
BRANDS
The purpose of the Beloved Brands playbook 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.
