Investing in your people pays off. Our brand training program will make your marketing team smarter, so they make the right decisions and produce exceptional work that leads to higher growth for the brands they work on.
Learn how to think strategically, define your brand positioning, write a strategic brand plan, make smart, creative decisions on advertising, and analyze your brand.
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 can 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
Our strategic thinking toolkit we use in our brand training
A winning brand positioning statement matches what consumers want with what your brand does best, always relative 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, 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.
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
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:
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, including sales, agencies, and partners. We provide PowerPoint templates for a brand plan presentation and 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
Our brand plan toolkit we use in our brand training
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 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 an 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.
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 feedback for the creative team. The tools and experience will help you make smarter decisions on execution.
Our marketing execution toolkit we use in our brand training
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.
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
3-day bootcamp
3-day bootcamp
3-day bootcamp
Five 2-hour sessions
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, 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. We have done work in the US, UK, Canada, Australia, New Zealand, Germany, Saudi Arabia, Mauritius, the Maldives, China, and Thailand.
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.
For over a decade, Graham has been a brand advisor to the NFL Players Association, Jack Links, Shell, Reebok, Honda, The Mayo Clinic, Miller beer, and Pfizer.
Graham brings his experience into every client engagement. 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 won numerous awards including Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best new product award, and four Effie advertising awards.
Email: graham@beloved-brands.com
Phone: 416 – 885 – 3911
