Beloved Brands Marketing Training

Make your marketing people smarter with our Beloved Brands Marketing Training

We focus on essential Marketing Skills so your brand managers will be stronger at brand analytics, strategic thinking, brand positioning, brand plans, and marketing execution. I bring my experience as a past VP of Marketing, with experience at every level of marketing while at Johnson & Johnson, Coke, and General Mills. I teach how the best marketers are expected to show up. As a result, your team will thrive in today’s marketing world, produce better work, and drive stronger results for their brand.

Beloved Brands Marketing Training

“Beloved Brands is the best marketing training that I have ever attended!”

Beloved Brands Marketing Training

“In all the marketing training I’ve attended during my time at Hershey, I have never seen my colleagues stay so engaged throughout the day. The Beloved Brands Marketing Training equipped our brand managers with the right tools for their jobs."

Erin Grosberg,
Marketing Excellence, Hershey’s

Our training will make your marketers smarter

With our Beloved Brands Marketing Training program, your marketing team will thrive as they integrate the fundamentals into their jobs. Your brand managers will produce better work and drive stronger results for their brand.

  • We focus on essential Marketing Skills: Your brand managers need to be strong at brand analytics, strategic thinking, brand positioning, brand plans, and marketing execution. 
  • I will push them to show up smarter: We use real-life case studies and examples for your marketers to follow so your marketers can see the level they should deliver.
  • They work on their own brand: We use our workbook exercises to get your marketers to apply every new thinking, tool, method, and skill directly to their brand. 
  • Our coaching is like having a VP in the room: We simulate the pressure to deliver best-in-class versions of business reviews, brand positioning presentations, brand plans, and creative briefs. We provide detailed feedback to help them improve. 
  • Tailored Training Programs: We provide specialized marketing training tailored to different business models, including Consumer, B2B, Retail, and Healthcare brands, using specific examples that highlight the unique challenges and opportunities.

Our comprehensive Marketing Training is designed for teams that need a boost with the marketing fundamentals.

To view, use the arrows to see our Beloved Brands Marketing Training program brochure.

Beloved Brands Marketing Training Process

"Though my colleagues can be a tough crowd to impress, Graham has received stellar marks from them. The entire marketing department is now engaged with Beloved Brands tools, books, and materials."

Robert Loggins
HR Director, Bush Brothers Company

Contact Info for Graham Robertson the author of Beloved Brands
Beloved Brands Marketing Training workbooks

Our Beloved Brands Marketing Training program

To view, use the arrows to see our Beloved Brands Marketing Training program video.

At Beloved Brands, we teach how the best marketers use brand analytics, strategic thinking, brand positioning, brand plans, and marketing execution.

Beloved Brands marketing training

Breakdown of our Beloved Brands Marketing Training

1. Brand Analytics

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

Our Marketing Training teaches how the best marketers use analytical skills to create a deep-dive business review with conclusions about what’s going on with the marketplace, consumers, channels, competitors, and brand. Marketers must use analysis to discover their brand’s unique underlying situation to set up strategic thinking. The analytics identifies the growth accelerators that will make your investments move faster, inhibitors that will hold them back, opportunities to take advantage of, and threats to avoid.

The brand analytics skills we build through our marketing training.

  • To start, your marketers will understand all brand data sources and knowledge—market share, funnels, consumption, qualitative, VOC, and financials.
  • Next, they will dig deep into data and draw out comparisons and insights to build an analytical story that sets up the business problem to solve.
  • Most importantly, they will learn how to lead a best-in-class 360-degree deep-dive business review for the brand that identifies the key issues that set up the strategies.
  • Finally, we show how to write analytical performance reports that outline the strategic implications of in-market consumption and sales performance.
Beloved Brands Marketing Training - Brand Analytics

To illustrate, click above to see the marketing training tools we use for brand analytics.

"Graham puts the marketing training in the context of the marketer's own businesses, resulting in the real-time application. The strategic thinking training got my brand managers to see the 'what if' questions before jumping to solutions."

Doug Rozon
Director of Marketing, Henkel

2. Strategic Thinking

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

Our Marketing Training teaches how the best marketers use strategic thinking to understand your brand’s unique circumstances. Our Strategic ThinkBox helps them ask challenging questions about 1) the brand’s core strength, 2) the consumer bond the brand has built, 3) the competitive dynamic, and 4) the business situation. The best marketers focus their limited resources on building capabilities to deliver a market impact that leads to an identifiable performance result.

The strategic thinking skills we build through our marketing training.

  • First, your marketers will take a holistic view that determines your brand’s core strength, consumer bond, competitive dynamic, and business situation.
  • Next, they will slow down to think strategically, coming up with the most challenging, interruptive questions before reaching for solutions.
  • Most importantly, we show how to structure smart strategic decisions that line up with a vision of a better future for their brand. They will learn how to invest in building strategic programs, identify focused accelerators that make the investment work harder, and deliver a market impact that leads to a desired performance result. 
  • Finally, they will articulate the strategy throughout the organization to ensure everyone working on the brand can understand and deliver against it.
Beloved Brands Marketing Training - Strategic Thinking

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

"Graham re-trained me on the marketing funnel analysis, how to write a succinct, tight, and compelling brief, how to never settle for "okay" work, and how to become your agency's favorite client. Lessons that have shaped the way I lead. After working with Graham, I saw a transformation in how I operated and led teams. The marketing team flourished. And I can guarantee any team working with Graham would experience the same results."

David Hersh
Vice President of Brand and Marketing
President's Choice Financial

3. Brand Positioning

Too many times, brands try to be everything to anyone they end up being nothing to everyone.

Our Marketing Training teaches how the best marketers use conceptual thinking to create the ideal consumer profile adding moments of accelerated needs, underlying consumer insights, and enemies that torment them. They build the brand positioning statement balanced with functional and emotional benefits. Then, they use an organizing brand idea to steer everyone who works on the brand.

The brand positioning skills we build through our marketing training.

  • To start, your marketers will define an ideal target market (consumers, users, shoppers) framed with accelerated needs, consumer insights, and enemies.
  • Then, they will learn to use our functional and emotional cheatsheets, with 100 keywords to build the brand positioning around, to help them turn product features into the ideal functional and emotional consumer benefits.
  • Most importantly, we will show how to find a winning brand positioning space that is own-able for the brand and motivating to your target, summarized with a brand positioning statement.
  • Finally, they will develop a brand idea that can steer how the brand shows up to every touchpoint and organize everyone who works on the brand to deliver.
Beloved Brands Marketing Training - Brand Positioning

To illustrate, click to zoom in on our marketing training tools. 

"Beloved Brands Marketing Training challenged and lifted our current strategic thinking. Graham provides intuitive templates and tools to let the teams implement and test-drive their marketing programs. Then, he follows up with crisp, constructive feedback to ensure the strategic thinking really sinks in."

Frederik Klaarenbeek
CMO, C&D Technologies

4. Brand Plans

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

Our Beloved Brands Marketing Training teaches how the best marketers use planning skills to write a strategic plan that defines how to invest their limited resources to build capabilities that drive growth. They establish a vision, purpose, values, and goals that define a better future. And they find key issues with detailed strategies and execution plans to guide everyone who works on the team.

The brand plan skills we build through our marketing training.

  • First, your marketers will translate smart, strategic thinking into key issues and strategic statements that form the foundation of the brand plan.
  • Next, they will make decisions on all elements of a smart brand plan, including the vision, purpose, values, goals, issues, strategies, and tactics.
  • Importantly, your marketers will learn how to be stronger in writing and presenting the brand plan to senior management and across the organization.
  • Finally, they will develop smart execution plans—communication, sales/retail, and innovation—that deliver against the brand strategies.
Beloved Brands Marketing Training - Brand Plans

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

"Graham worked with me to create new Creative Brief templates and then train the marketing team to build them effectively. It was informative and game-changing for the team."

Melissa Gosling
VP Marketing, A & E Networks

5. Marketing Execution

When the marketing execution is not organized and aligned to the strategy, everyone who executes ends up operating in silos.

Our Marketing Training teaches how the best marketers use instinctual thinking to help make decisions on any execution that goes to the market. The best marketing execution focuses on the target, fits with the brand, delivers the main message, and stays on strategy. They write smart, emotional, creative briefs that inspire experts to deliver their best work. They make smart decisions when it comes to creative advertising, media investment, new product innovation, and in-store marketing. And, they work well with agency partners, product development, and the sales team.

The marketing execution skills we build through our marketing training.

  • First, your marketers will lead any marketing execution project using our Marketing PlayBox and checklists to make smarter and more creative decisions on advertising, innovation, and in-store.
  • Importantly, they will write strategic, consumer-focused, and thorough creative briefs to steer and inspire great work from experts, plus guide your decisions.
  • Your marketers will learn to partner with experts to inspire greatness from the teams of experts to deliver great work.
  • Finally, they will make smart and creative decisions backed by an OmniChannel mindset to deliver the strategy and tighten the bond with your consumers.
Beloved Brands Marketing Training

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

To view, use the arrows to see our Beloved Brands Marketing Training program brochure.