416 885 3911 graham@beloved-brands.com Located in Canada
Beloved Brands
brand training program

Our brand training program makes your marketing team smarter so that you notice a difference in the way they think, define, plan, execute and analyze. And, we designed our brand training to help them reach their full potential so they deliver stronger growth on their brands.

We teach marketers how to think more strategically, define their brand positioning, write a brand plan everyone can follow, inspire and make smarter marketing execution decisions, and how to analyze their brand. Most importantly, we believe that smarter brand leaders will produce better work that drives more growth on your brands.

I bring my 20 years of marketing experience to the training, having worked on many of the world’s best brands at J&J, General Mills, and Coke. I will teach you everything I know. The stronger your marketing team, the smarter thinking they will put into the brand and the better marketing execution you will see in the marketplace. We teach how to think strategically, how to define your brand positioning, how to write a brand plan, make decisions on advertising, and how to analyze your brand.

We train marketers on the best ways to think, define, plan, execute and analyze

brand management model
  1. Strategic Thinking: Learn to slow down by using our strategic thinking tools that force you to uncover the most challenging questions on your brand. Your brand strategy must be driven by the unique situation and circumstances related to your brand’s core strength, consumer relationship, competitive landscape, and business situation.
  2. Brand Positioning: You need to find the winning space that is motivating to consumers and ownable for your brand. Our brand positioning process starts with the consumer, layering in their needs, enemies, and insights. Build your brand positioning through a cluster of functional and emotional consumer benefits. Summarize with a brand idea that sets up your brand to win.
  3. Brand Plans: The planning process provides an opportunity to make decisions and then give clear marching orders to everyone who works on the brand. Our approach teaches how to make decisions to get everyone on the same page, related to how to write the vision, purpose, key issues, strategies, and tactics. Summarize with our ideal presentation and a one-page brand plan.
  4. Marketing Execution: We start by teaching how to take the brand positioning and planning elements into writing an inspiring brief. And, we teach how to make decisions to find smart and creative marketing execution. We demonstrate the best ways to give feedback and use a case study to simulate giving feedback.
  5. Marketing Analytics: We look at the analytical sources available with 60 analytical questions to dig in on your brand. We demonstrate the logic of how to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors, and the brand. We show how to lay out the ideal analytical slide and ideal analytical presentation.

1. Strategic Thinking

Strategic thinking is an essential foundation for brand leaders that forces them to ask the big challenging questions to focus on the decisions that steer their brand positioning and brand plan.

Our Strategic ThinkBox tool forces marketers to take a 360-degree holistic view that captures the unique circumstances before taking action. We show how to assess your brand’s core strength, the bond the brand has with consumers, the competitive dynamic in the market, and the brand’s business situation.

Brand leaders will learn to slow down to think strategically, to come up with the most challenging, interruptive questions before reaching for solutions. We introduce our five elements of smart strategic thinking, starting with a vision of what you want for your brand and investing resources in a strategic program. We push you to focus on an identified opportunity, leverage a breakthrough market impact, and find a performance result that pays back with added power and wealth.

Brand leaders will learn how to turn smart strategic thinking into the most challenging key issue questions that set up the ideal strategic objective statements to use in their brand plans. The best brand leaders are able to articulate the strategy throughout the organization to ensure all stakeholders and partners deliver against the same strategy.

The strategic thinking skills we build through our brand training

  • The best marketers take a 360-degree holistic view that uncovers your brand’s core strength, consumers, competitors, and situation
  • Be able to slow down to think strategically, to come up with the most challenging, interruptive questions before reaching for solutions
  • Make smart strategic decisions based on understanding the vision, focus, opportunity, market impact and performance result 
  • Able to articulate the strategy throughout the organization to ensure everyone delivers against the strategy

Our strategic thinking toolkit we use in our brand training

2. Brand Positioning

A winning brand positioning statement matches what consumers want with what your brand does best, always in relation to your competitors. Brand leaders must gain comfort in the functional and emotional benefits their brand delivers to consumers.

The four elements of a brand positioning statement include who you serve, where you play, where you will win, and why consumers should believe you. These are the consumer target, marketplace definition, the consumer benefit, and support points. 

Our brand positioning process starts by defining the ideal consumer target, framed with need states, consumer insights and consumer enemies.

We push brand leaders to take a consumer-centric approach to turn brand features into functional and emotional consumer benefits. Learn to work with our consumer benefit cheat sheets that use 60 functional benefits and 40 emotional benefits. Our brand positioning decision tools help summarize your brand positioning statement in a unique space that is ownable and motivating to consumers. Learn to add support points and claims to solidify the final brand positioning statement. 

Brand leaders learn to develop a brand idea that can steer how the brand shows up to every consumer touchpoint, and organize all stakeholders who deliver on behalf of the brand. Everything marketers learn with brand positioning can be transformed into learning how to write a brand concept, brand story, or an internal brand credo that can steer the culture.  

Brand positioning skills we build through our brand training

  • The best marketers define the ideal consumer target, framed with need states, consumer insights and consumer enemies

  • Find the winning brand positioning space that is own-able and motivates consumers, summarized with a positioning statement

  • Develop a brand idea that can steer how the brand shows up to every consumer touchpoint, and organize those who deliver

  • Take a consumer-centric approach to turn brand features into functional and emotional consumer benefits

Our brand positioning toolkit we use in our brand training

Brand Training Skills

3. Brand Plans

The brand plan is a decision-making tool to help get everyone on the same page. We teach how to write a brand vision, purpose, key issues, strategies, tactics, and execution plans. Then, we revisit our Strategic ThinkBox questions with a focus on how to translate smart, strategic thinking into key issues and strategic statements that form the foundation of the brand plan.

We teach how to make decisions on each element of a strategic brand plan: 

  • Vision
  • Purpose
  • Analysis
  • Goals 
  • Key Issues 
  • Strategies
  • Execution

Brand leaders learn how to build the ideal strategic slide that forms the basis of the brand plan presentation. It is essential to be strong in writing and presenting the brand plan to senior management and across the organization to sales, agencies, and partners. We provide templates for a brand plan presentation, as well as our one-page brand plan and brand strategy roadmap.

Learn to develop smart execution plans—brand communication, sales/in-store, and innovation—to ensure everyone is delivering against the same brand strategies 

Brand Plan skills we build through our brand training

  • The best marketers translate their smart, strategic thinking into key issues and strategic statements that form the foundation of the brand plan
  • Make decisions on all elements of a smart brand plan including the vision, purpose, values, goals, issues, strategies, and tactics
  • Strong in writing, and presenting the brand plan to senior management and across the organization—sales, agencies, partners
  • Able to develop smart execution plans—communication, sales/in-store, and innovation—that deliver against the brand strategies

Our brand plan toolkit we use in our brand training

Brand Training Skills

4. Marketing Execution

We teach how to make smart and creative decisions that find outstanding marketing execution with your creative advertising and media choices. Marketers need to build a creative brief, give feedback that inspires, and make decisions on marketing execution.  

Our marketing execution decision-making process works for any type of marketing execution project, whether it is brand communication, innovation, purchase moment, or consumer experience. Brand leaders will learn how to write strategic, focused, and thorough creative briefs to steer and inspire great work from any type of expert. 

We challenge how to be the best partner as you engage experts at agencies and throughout the organization. Our greatness comes from the greatness of others. Learn how to make smart and creative decisions on execution that delivers the strategy, helps tighten the bond with consumers, and drives revenue growth for the brand. 

We introduce our creative advertising checklist to find the most significant gaps and creates directional feedback to move the creative team. We use case study examples for you to try to craft your own feedback for the creative team. The tools and experience will help you make smarter decisions on execution.

Marketing Execution skills we build through our brand training

  • The best marketers are able to exhibit leadership on any marketing execution project including brand communication, innovation, purchase moment, or experience
  • Able to write strategic, focused, and thorough creative briefs to steer and inspire great work from experts
  • Partner with experts at agencies and throughout the organization to inspire greatness from the teams of experts
  • Make smart and creative decisions on execution that delivers the strategy and tightens the bond with consumers

Our marketing execution toolkit we use in our brand training

Brand Training

5. Marketing Analytics

Learn to dig in a deep-dive business review to assess your brand’s performance and set up smarter strategic thinking. We show how to look at the marketplace, consumers, channels, competitors, and the brand. We use our 60 best analytical questions to help trigger your thinking. 

Learn how to dig in on the market, taking a macro view, looking at economic indicators, consumer behavior, technology, and political issues. Regarding the consumer, we define the target, buying habits, trends, consumer enemies, and critical insights. 

Then, you will learn how to dig in on the sales channels to assess major customers, available selling tools, and programs. 

We teach how to assess competitors by looking at their performance, innovation, pricing, distribution, perceptions. Finally, we show techniques to evaluate your brand, using brand funnels, reputation scores, tracking results, pricing, and distribution. 

Our marketing finance 101 teaches how to evaluate the P&L, and the impact of price, cost, market size, and market share. We teach the key formulas you need to run your brand.

We show how to build the ideal analytical slide and provide a template for an ideal analytical presentation to set up your strategic thinking that goes into your brand plan.  

Marketing Analytics skills we build through our brand training

  • The best marketers understand all sources of brand data and knowledge—market share, brand funnel, consumption, qualitative, VOC, financials

  • Dig deep into data, draw out comparisons and insights, to build an analytical story that sets up a business problem

  • Write analytical performance reports that outline the strategic implications from in-market and sales performance

  • Able to lead a best-in-class 360-degree deep-dive business review for the brand that brings out the key issues to be solved

Our marketing analytics toolkit we use in our brand training

Brand Training program

Our brand management course menu

Brand Training

We have created bootcamp options by combining our brand management courses

Brand Strategy

3-day bootcamp 

      1. Why being a beloved brand matters
      2. How to think more strategically  
      3. Consumer & competitive strategy
      4. Deciding on your consumer target
      5. Defining your brand positioning
      6. Build everything around brand idea
      7. Build a marketing plan 

Brand Execution

3-day bootcamp

      1. Defining your brand positioning
      2. How to write a smart creative brief
      3. How to run the advertising process
      4. Making advertising decisions
      5. How to make media decisions
      6. Deep-dive analysis of your brand 
      7. Why being a beloved brand matters

Branding for Agencies

3-day bootcamp 

      1. Why being a beloved brand matters
      2. How to think more strategically  
      3. Consumer journey with insights
      4. Defining your brand positioning
      5. Build everything around brand idea
      6. How to write a smart creative brief
      7. How to run the advertising process

Video Training

Five 2-hour sessions

      1. How to think more strategically  
      2. Defining your brand positioning
      3. Build a marketing plan 
      4. Leading the marketing execution
      5. Deep-dive analysis of your brand 
Marketing Training Lunch and Learn program

What our clients have to say about our marketing training

Brand Management 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

Marketing Training

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 the context of their own businesses, resulting in the 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 differently making each Marketer better. 

Doug Rozon

Director of Marketing, Henkel Canada

Marketing Training

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

Brand Management Training

The most efficient investment in my marketing budget was having Graham 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 is the playbook to keep at your fingertips

Beloved Brands book

Our readers tell us they reach for Beloved Brands a few times each week as a reference toolkit to help them with the day-to-day management of their brand.

  • 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.

To order on Amazon
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Brand Management Toolkit
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Our Beloved Brands playbook will help you build a brand your consumers will love. Learn how to think, define, plan, execute, and analyze.

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