Brand Management Training | Marketing Training

Our brand management training
will make your team smarter

2022 BBI logo marketing training

It is time for your marketing team to step up!

When you invest in our marketing training program, you will help your team gain the marketing skills to succeed. As a result, you will see them make smarter decisions and produce exceptional work that drives business growth.

What will your marketing team get out of our marketing training?

We’ll work with your team to help them learn more about the five core marketing skills: Strategic Thinking, Brand Positioning, Marketing Planning, Marketing Execution, and Brand Analytics. Most importantly, your marketers will learn new tools, concepts, and ideas to trigger new thinking. To help their skills, we get participants to take each tool on a test run. Then, we give feedback for them to keep improving. 

Get the right marketing training for your team

Our brand management training programs are offered in three streams: 

  • Consumer Marketing
  • Healthcare Marketing
  • B2B Marketing

To help the participants, we use relevant brand examples for each course. As a result, this helps your marketing team understand and apply their newly developed skills to their business. 

How our training makes your team smarter

Strategic Thinking:

Our marketing training teaches brand leaders how to ask tough strategic questions to slow everyone down. They need to approach strategy in a thoughtful, analytical way. We created a Strategic ThinkBox that allows marketers to interrogate their brand. Most importantly, it helps them look at the most important issues of the business. Furthermore, we force marketers to take a holistic look at their brand’s core strength, competitive landscape, tightness of the consumer bond, and business situation.

Brand Positioning:

Our brand positioning process starts by finding out the ideal consumer is and how they would benefit from the brand. We teach marketers how to find the emotional and functional benefits their brand can deliver. Then, we show how to find a unique space for their brand that is interesting, simple, motivating, and ownable. Furthermore, we introduce our brand idea tool and show how to communicate that brand idea across the organization. In addition, marketers learn how to write a brand concept, brand story, and a brand credo document.

Marketing Plans:

The marketing plan is a decision-making tool that communicates the expectations to everyone who works on the brand. We teach marketers how to put together the vision, purpose, goals, key issues, strategies and marketing execution plans. Our training provides various tools including our one-page marketing plan and ideal presentation deck. Most importantly, we go into detail on how to write key issue questions and strategic statements that forms the foundation of the marketing plan.

Marketing Execution:

Our marketing execution training starts with the development of the creative brief, which serves as the bridge between the plan and execution. We review line-by-line of the creative brief and give you examples of the best and worst. Furthermore, we even provide participants with a checklist to make smarter decisions on your next marketing campaign. We introduce our creative checklist to help make smarter decisions on creative communications. And, we emphasize how to match up media choices to the consumer journey. Essentially, the skills will help your team get better work from their agency partners.

Brand Analytics:

Our comprehensive brand analytics sessions teach brand leaders how to lead a deep-dive business review. They need to know how to assess their brand’s performance, and set up smarter strategic thinking for their marketing plan. As a result, we get marketers to look at the marketplace, consumers, channels of distribution, competitors or other brands in their industry category. Finally, we show how to lead an audit on the performance indicators of the brand.

When you know your marketing team is missing out on the fundamentals

When your marketers jump straight to tactics, they miss the underlying issues that are hurting the brand. 

Without taking enough time to think strategically, marketers fail to build on their brand’s core strength, create a bond with consumers, win the competitive battles, or improve the business situation of the brand.

When brands try to be everything to anyone, they end up being nothing to everyone. 

Without a clearly defined brand positioning, the brand never establishes an ideal reputation with consumers. This allows competitors to define the brand. The execution team lacks direction, so the brand messaging appears random and confusing to consumers. 

When your marketers try to do too many things in their plan, none have enough resources to make an impact. 

Marketing plans that fail to make firm decisions spread their limited resources across so many tactics, that none of the ideas create a big enough impact to make a difference. With a lack of vision, the plan meanders and confuses those who work behind the scenes of the brand.

When marketing execution is not organized and aligned to the strategy, everyone operates in silos. 

The brand communication, new product innovation, and sales never gain the benefit of working together. Consumers get frustrated by the disjointed execution, and they never feel connected to the brand. 

When your marketers don’t go deep on analytics they miss the underlying issues facing the brand. 

They miss out on understanding the consumer trends, competitive dynamics, evolving technologies, shopper channels, and brand performance. The problems fester and the untapped opportunities are stolen away by competitors.

We have designed our marketing training program to help build these fundamental skills

1. Strategic Thinking

Strategic thinking is essential for any brand leader to prepare them to ask the challenging questions that will shape their brand’s future. Most importantly, we teach real-world strategies, not ambiguous, academic theory. As a result, we want all course participants to be take what they learn back to their jobs, to ensure it will have a big impact on their brand. 

When marketers jump straight to tactics, they miss the underlying issues that are hurting the brand. Without taking enough time to think strategically, marketers fail to build on their brand’s core strength, create a bond with consumers, win the competitive battles, or improve the business situation of the brand. 

In our marketing training, we use our Strategic ThinkBox tool to force marketers to take a holistic view to capture the unique circumstances before taking action. We encourage your team to slow down and think strategically which will help them come up with the most challenging, interruptive questions before searching for a solution.

We introduce the five elements of strategy thinking. First, every strategy should start with a clear vision. Then, you need to map out how the investment of resources is focused against an identified opportunity. From there, the strategy must create a market impact that leads to a performance results that pay back with added power and profit.

We teach your team all about how to communicate their brand strategy across the organization and this will help ensure that their efforts align with the brand strategy. Most importantly, the depth of strategic thinking helps set up the brand positioning and marketing plan.

The strategic thinking skills we build through our marketing training

  • First, the best marketers take a 360-degree holistic view that uncovers your brand’s core strength, consumers bond, competitive dynamic, and business situation.
  • Then, slow down to think strategically, coming up with the most challenging, interruptive questions before reaching for solutions.
  • Next, make smart strategic decisions based on understanding the vision, focus, opportunity, market impact and performance result.
  • Finally, be able to articulate the strategy throughout the organization to ensure everyone who works on the brand, can understand and deliver against the strategy.

Our strategic thinking toolkit we use in our brand training

To summarize, click to zoom in on our brand management training tools. 

2. Brand Positioning

Our marketing training program takes participants through every stage in defining the brand positioning. We teach your marketing team the four elements of brand positioning: who you serve, where you play, where you win, and why consumers should believe you. As a result, these four elements make up the consumer target, marketplace definition, consumer benefit, and support points. 

Too many times, brands try to be everything to anyone they end up being nothing to everyone. Without a clearly defined brand positioning, the brand never establishes an ideal reputation with consumers. This allows competitors to define the brand. Essentially, the team who executes lacks direction, so the brand messaging appears random and confusing. 

With our marketing training, we start by determining the ideal target market. Participants learn to add flavor to the target market definition with moments of accelerated needs, consumer insights, and the consumer’s enemy. Most importantly, the deeper understanding marketers can gain about the consumer, the easier know how to address their needs. 

Next, we show how to turn product features into consumer benefits–a balance of functional and emotional benefits. Uniquely, we introduce our “Benefit cheat sheets”  to allow participants to play around with 60 different functional and 40 emotional consumer benefits.

Brand positioning will be stronger if summarized it in a space that is highly motivating to consumers and highly ownable for the brand. In addition, claims and support points help finalize the final brand positioning statement.

Your marketing team will learn how to come up with a brand idea that can organize all stakeholders who work with the brand. Also, we provide tools to turn your brand’s unique value proposition into a brand concept. We also show how to build a brand story or credo to help steer the culture and operations behind the brand.

The brand positioning skills we build through our marketing training

  • First, the best marketers define an ideal target market (consumers, users, shoppers) framed with accelerated need states, insights and enemies.
  • Next, marketers must take a consumer-centric approach to turn product features into functional and emotional consumer benefits.
  • Then, know how to find the winning brand positioning space that is own-able for the brand and motivating to your target, summarized with a positioning statement.
  • Finally, be able to develop a brand idea that can steer how the brand shows up to every touchpoint, and organize everyone who works on the brand so they deliver.

Our brand positioning toolkit we use in our brand training

To summarize, click to zoom in on our brand management training tools. 

"This was an awesome course. In addition, great tools that we will definitely be using every day on our brand."

3. Marketing Plans

A Marketing Plan is a decision-making tool to get everyone on the same page, to steer everyone who works behind the scenes of the brandIt is an important skill to gain buy-in from senior management, but also from sales, agencies, and partners.

We see marketers trying to accomplish too many things, that none of them have enough resources to have an impact. Essentially, marketing plans that fail to make firm decisions spread their limited resources across so many ideas, that none have a big impact. And, with a lack of vision, the plan meanders and confuses those who work behind the scenes of the brand.

With our marketing training, your team will learn how to create a vision, establish the purpose, identify key issues and develop the strategies to solve them. Essentially, with this understanding of your brand objectives, they can formulate strategies and execution tactics. 

We revisit our Strategic ThinkBox questions with an emphasis on translating your team’s strategic thinking into key issues and strategic statements that can form the foundation of the brand plan. 

Brand leaders learn how to construct the best strategic presentation slides that comprise the foundation of their brand presentation. Uniquely, we provide PowerPoint templates that can help you with a brand plan presentation.

The marketing plan skills we build through our marketing training

  • First, the best marketers translate smart, strategic thinking into key issues and strategic statements that form the foundation of the brand plan.
  • Next, be able to make decisions on all elements of a smart marketing plan including the vision, purpose, values, goals, issues, strategies, and tactics.
  • Then, be strong in writing, and presenting the brand plan to senior management and across organization—sales, agencies, partners.
  • Finally, learn to develop smart execution plans—communication, sales/in-store, and innovation—that deliver against the brand strategies.

Our marketing plan toolkit we use in our brand training

To summarize, click to zoom in on our brand management training tools. 

"I have truly enjoyed your insights and sharing of your experience throughout the process. Furthermore, excellent reference materials."

4. Marketing Execution

Our marketing training shows marketers how to make smarter decisions that leads to better creative execution, such as marketing and advertising. We go through the creative process, creative brief and creative decision-making.  

When the marketing execution is not organized and aligned to the strategy, everyone who executes ends up operating in silos. The brand communication, new product innovation, and sales never gain the benefit of working together. Most importantly, consumers get frustrated by the disjointed execution, and they never feel connected to the brand. 

With our marketing training, your team will learn everything they need to know about the creative brief, how to give valuable feedback for better work, and how to make decisions on marketing execution. Our decision-making process works for any type of marketing execution at the different stages of a purchase journey.

We start by teaching how to write a creative brief that frames what marketers are looking for from their experts, and trust them to bring your vision to life. And, we challenge brand leaders to be the best partner with their agencies, engage experts across your organization. 

We created our ‘advertising checklist’ to help identify the gaps in the creative execution ideas that marketers see, and frame their feedback they give to the creative team. We support our advertising learning with case studies to practice giving feedback to a creative team. The tools and experience will give your team a shot of confidence to lead the advertising process on their own brand.

The marketing execution skills we build through our marketing training

  • First, the best marketers can lead any type of marketing execution project including brand communication, innovation, purchase moment, or experience.
  • Then, know how to write strategic, focused and thorough creative briefs that will steer and inspire great work from experts, plus guide your decisions.
  • Next, learn to partner with experts at agencies and throughout the organization to inspire greatness from the teams of experts that marketers need.
  • Finally, be able to make decisions on marketing execution—to find the right creative and the right media—that deliver the strategy and tighten the bond with consumers.

Our marketing execution toolkit in our brand training

To summarize, click to zoom in on our brand management training tools. 

"This has been a very informative training session. In addition, I look forward to activating what I have learned throughout the sessions."

5. Brand Analytics

Have you ever wondered how your brand stacks up in the marketplace? It’s important to lead a deep-dive business review and see where the brand could be doing better. 

When marketers don’t go deep enough on brand analytics they miss the underlying issues facing the brand. Essentially, they miss out on understanding the consumer trends, competitive dynamics, and brand performance. So, the problems fester and the untapped opportunities are stolen away by competitors. As a result, the brand positioning, marketing plans, and execution is just not good enough.  

The deep-dive should look at five areas, including the marketplace, consumers, channels, competitors, and the brand. We include our 64 best analytical questions on your brand. 

  1. To start, we teach how to dig in on their marketplace to gain a macro view, by looking at economic indicators, consumer behavior, technology, and political issues. 
  2. Next, we show how to assess your consumers by looking at buying habits & preferences, consumer trends, and consumer insights they can use to build their brand positioning around. 
  3. Then, marketers will learn how to assess potential channel customers. This includes major customers, the selling tools that are available to them, and all the sales programs. 
  4. Furthermore, Marketers need to know how to assess their competitors including their performance, innovation, pricing, distribution, and perceptions. 
  5. Finally, participants learn new techniques to evaluate their own brand including the reputation scores, tracking results, profitability, and consumption.

 

We show how to create the best possible deep-dive business review slide presentation.  Everyone gets our PowerPoint template for a great presentation. With our training and tools, your team will be able to get to the issues that set up the deeper strategic thinking and set up a great marketing plan. 

The brand analytics skills we build through our marketing training

  • First, the best marketers understand all sources of brand data and knowledge—market share, brand funnel, consumption, qualitative, VOC, financials.
  • Then, be 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.
  • Next, dig deep into data, draw out comparisons and insights, to build an analytical story that sets up a business problem.
  • Finally, be able to write analytical performance reports that outline the strategic implications of the in-market consumption results and the sales performance. 

Our brand analytics toolkit we use in our brand training

To summarize, click to zoom in on our brand management training tools. 

We offer our marketing training in three streams; consumer, healthcare, and B2B

2022 BBI red logo Consumer Marketing
2020 BBI logo blue healthcare training
2020 BBI Logo Grey B2B Training
brand training

The NFL Players Association team took our brand management training program

Brand Management Training | Marketing Training

Our playbook helps participants learn the concepts we teach in our course

Beloved Brands book

Marketers tell us they reach for Beloved Brands as a reference tool to help them with the day-to-day management of their brand. Most importantly, we are proud that 90% of Amazon reviewers have given Beloved Brands a 5-star rating. As a result, Beloved Brands has spent numerous weeks as a #1 bestseller in brand management. 

What our clients have to say about our marketing training

Bush Brothers Company

As a former marketer, I followed Graham for years and was just waiting for the right opportunity to introduce him and the Beloved Brands concepts to a broader audience at Bush Brothers. That happened for us in 2020 when he conducted a series of training sessions for the Marketing Team.
Though my colleagues can be a tough crowd to impress, Graham has received stellar marks from them. The entire department, from top to bottom, has been engaged with Graham's Beloved Brands books and materials.
Furthermore, the training concepts have positively impacted our business planning and internal communication processes. I highly recommend Graham
Brand Training
Robert Loggins
HR Manager, Bush Brothers Company

Hearth & Home

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.
Moreover, 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.
Brand Management Training
Jackie Schneider
VP Marketing, Hearth & Home Technologies

Hershey's

In all the training I’ve attended during my time at Hershey, I have never seen my colleagues stay so engaged throughout the day. I received feedback that they found the material to be spot on, delivering the right type of training and equipping us with the right tools.
Above all, they found Graham to be an engaging and approachable presenter. I really appreciated how Graham brought his real life work experiences into the dialogue as it helped establish instant credibility.
Brand Training
Erin Grosberg
Marketing Excellence, Hershey’s

Henkel

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.
Most importantly, Graham challenges you to think differently making each Marketer better.
Marketing Training
Doug Rozon
Director of Marketing, Henkel

At Beloved Brands, we have worked with some of the best brands across many industries and around the world, including the NFL Players Association, Shell, National Geographic, Slack, the Mayo Clinic, Pfizer, Alexion, Loblaws, Indeed, Jack Links, Hershey’s, Capital One, Advil, Bush’s beans, 3M, Henkel, Shopper’s Drug Mart, the NBA, Reebok, Miller beer, Wise chips, and Honda. 

Essentially, we have done work in the US, UK, Canada, Australia, New Zealand, Germany, Saudi Arabia, Mauritius, the Maldives, China, and Thailand. 

Examples of our marketing training engagements

  • Led 3-day Bootcamp brand management training for a leading food company, coaching the brand team on strategic thinking, brand analytics, and brand planning.
  • Delivered a 5-day Bootcamp brand management training for a leading beverage company, coaching the brand team on strategic thinking, brand positioning, brand plans, judging advertising, and marketing analytics.
  • Led 2-day training program on finding consumer insights, and writing creative briefs for a major confectionary company.
  • Created a 2-day training session on creative briefs and judging advertising for a major grocery retailer. 
  • Created a lunch-and-learn program for an ad agency.
brand training

The Goody marketing team in Saudi Arabia took our brand management training program

Graham Robertson is one of the voices of today's brand leaders

Graham Robertson Beloved Brands

As the founder of Beloved Brands, Graham has been a brand advisor to the NFL Players Association, Shell, Pfizer, Honda, The Mayo Clinic and many other organizations.

He is known to assist leaders in defining your brand and figuring out the best possible future for your brand. Graham has trained some of the world’s best marketing teams. He will make your people smarter, and they’ll deliver their best possible performance on your brand.

Graham builds on his real-world marketing experience

Throughout his marketing career, Graham led some of the world’s most beloved brands at Coke, General Mills, Pfizer, and Johnson & Johnson, rising up to VP Marketing. He has been recognized for his contributions in marketing by winning Marketing Magazine’s Marketer of the Year award, as well as four Effie advertising awards.

In 2020, Graham was ranked one of the top ten CMOs by The Silicon Review and in 2021, he was recognized as one of the most inspirational leaders in business by Tycoon Magazine.

He loves what he does and hopes that it shows

Graham shares his passion 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.

His bestselling book, Beloved Brands, is the playbook for how to build a brand that consumers will love. This playbook provides a step-by-step plan for any marketer who has to get things done and wants to set their brand up for success. Online reviews for Beloved Brands are overwhelmingly positive, with over 9 out of every 10 reviewers giving it a 5-star rating.

We empower the ambitious to achieve the extraordinary

Get in touch!

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Or just email me: graham@beloved-brands.com