McDonald’s creates their own system of traffic signs out of the golden arches

Posted on Posted in Beloved Brands in the Market

McDonald’s outdoor ads have added to our traffic signs around the world. They have taken a part of the iconic golden arches and turned into direction signs.

McDonald's outdoor ads

 

 

The other day, I saw one of these outdoor McDonald’s ads and it captured me right away. And, I knew the brand and I wanted McDonald’s fries right now!!! Today, I saw the whole system of signs and I am completely blown away. I must say it was one of the most brilliant executions I have seen in a while. I had one of those why didn’t I think of this?” moments. I am jealous. I wish I made this. And, those are the natural signals of when you know you have made great work. Congratulations to Cossette Agency.

 

  • I love the simplicity of using the brand’s logo.
  • The potential consistency across cities and countries would make it instantly recognizable and ownable for the brand.
  • It will have the ability to tempt consumers, as it will be one more visual triggers of desire for the brand.
  • Wow. Nice job McDonald’s.

And now, you owe it to us to get this in 80 countries fast. Go.

 

Here’s a 45-second video to showcase the outdoor system.

The smart and creative thinking behind great advertising

The best advertising must balance being creatively different with being strategically smart. Find your sweet spot for where the work is different and smart.

Creative Advertising Execution

When ads are smart but not different, they get lost in the clutter. It is natural for marketers to tense up when the creative work ends up being “too different.” In all parts of the business, marketers are trained to look for past proof as a sign something will work. However, when it comes to advertising, if the ads start off too similar to what other brands have already done, then the advertising will be at risk of boring your consumers, so you never stand out enough to capture their attention. Push your comfort with creativity and take a chance to ensure your ad breaks through.

When ads are different but not smart, they will entertain consumers, but do nothing for your brand. You need advertising that is smart enough to trigger the desired consumer response to match your brand strategy.

To read our story “The 10 steps of the creative advertising process” click on this link below:

 

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Graham Robertson Profile

Is a Super Bowl Ad a good or bad investment for your brand?

Posted on Posted in How to Guide for Marketers

A few years ago, I would have said that “the NFL can do no wrong”. With all that has gone wrong in the past few years, I will now alter that statement to say “the NFL can do a lot wrong and still get away with it”. This year’s Super Bowl will be charging up to $5 Million for a 30 second TV ad. As a Brand Leader, you should balance your media choices by looking at media efficiency, quality, impact and fit with the brand.

Media Math

The efficiency of the media math starts with reach and frequency. Reach is the number or percent of different household or persons the ad will be exposed to at least once, over a specific period, while frequency is the number of times that household or person who are exposed to the ad within a particular period of time. Be careful relying on efficiency alone, balancing the efficiency with the quality of the media choices.

Be careful getting too fixated on efficiency. I always set aside about ten percent of my media budget to drive high impact to can create early attention to a new campaign or look at an innovative media choice that matches up to the innovation I might be launching.

Budget is always a good starting point for your media planning. You should think of media decisions as a business investment, that you feel you can move consumer along their journey and put your brand on a pathway to higher growth, more power, and profit. So, what are you investing behind?

NFL Ad Rates

While all the news about the NFL this year sounds crazy, the question we should be asking: “Is advertising during the Super Bowl a good investment for a brand?”

 

sb-ad-rate-vs-sp-500

I don’t have an updated chart, but in the past 12 months, the stock market is way up, while the NFL viewership is down 7%, even though we are being told that advertising dollars are still strong for the NFL.

Super Bowl versus The Big Bang Theory

One of the most highly rated TV shows is the Big Bang Theory, recently drawing 17 million viewers and charging approximately $350,000 for a 30-second spot for a media cost of 2.1 cents per viewer. Arguably, a TV ad run during the Big Bang Theory will be part of a 12-week campaign, allocating the cost of production over that 12 weeks, increasing the total cost per viewer up to 2.2 cents per viewer. 

The Super Bowl is expected to draw 125 million viewers, charging $5,000,000 for a 30-second spot for a media cost of 4.2 cents per viewer. A Super Bowl ad will be the first and likely the only time that ad is run, which means we would have to add in the production costs for the Ad, moving the total cost up from $5 million to around $6 million (assumes a production cost of $1 million, but could be up to $5 million), which increases the total cost per viewer up 4.8 cents per viewer. 

Super Bowl Consumers are Paying Attention to the Ads

I would argue that a well-done Super Bowl ad brings a Bigger Impact on the market. First, with the Super Bowl ads, many people now “watch the ads” as much as they watch the games. If you assume that the consumer engagement on the Super Bowl ads is double the Big Bang Theory, then we have a relative tie in the cost per viewer. On top of that, the Super Bowl ads that go viral add another 10-30 million viewers after the game, making the total cost per viewer much more efficient. We aren’t even measuring the talk value at the lunchroom table on Monday when people gush over the cuteness of the Budweiser dog or laugh as they re-tell the Doritos ad. 

Compared to other video media options, the Super Bowl ads at 4.8 cents per viewer are still cheaper than the 7.5 cents per view that YouTube charges or the 9 cents per view that Facebook charges.

When to use a Super Bowl Ad

Marketing Execution has to make your brand stronger. It has to create a bond with consumers who connect with the soul of the brand, it establishes your brand’s reputation based on a distinct positioning and it influences consumers to alter their behavior to think, feel or act, making the brand more powerfully connected, eventually leading to higher sales, share, and profit. Too many ads on the Super Bowl seem to be playing the game, hoping that broad awareness helps your brand. To me, broad awareness is never enough of a reason to spend money. When I was running marketing teams, and someone came to me with “drive awareness”, I’d cross it out and ask for something more.

4 reasons you should advertise in the Super Bowl

  1. You are already a beloved brand, that can connect with your consumer base to make them feel more emotionally connected to your brand so that you tighten the bond further. This tighter bond will help drive further growth and profits in the future.  
  2. You are an established brand, with a significant product launch or a new brand positioning that you want to draw quick attention to, knowing that it will trigger the search and potential purchases.  
  3. You are an impulse product that could use advertising to trigger those consumer impulses during the game. This would be the fit for the Snickers or Doritos marketing strategy, so consumers want more. You can use the Super Bowl as the kicking off point to a new campaign that you might run all spring. 
  4. The other reason for Super Bowl advertising might be to keep up with your competition. Last year, there were 10 car brands that advertised, many didn’t break through. 

Bad Creative makes it a completely wasted investment

Every year, you can divide the Super Bowl ads into three groups. There will be 10% great, 40% good and 40% really bad. If you are in the last two groups, your investment will not pay off.

With a highly engaged Super Bowl crowd, you cannot just show your average TV ad, or you risk being booed at a Super Bowl Party like this spot by a very small brand, Jublia, for foot fungus. Boring product demos?  On the Super Bowl?  Really. Wow. They should have saved this type of Creative for 3 am on CNN when no one is watching. Can you imagine spending $5 Million on this?

Another bad ad came from “Go Daddy” a few years ago. I will say this brand takes a lot of chances, however, this one is not based on the right insight. Everyone, including small business people, is watching the game. No consumers ever want to be portrayed as the lonely loser. 

 

A Super Bowl ad can be a great investment for the right strategy and execution

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

Beloved Brands: Who are we?

At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth and profitability you will realize in the future.

The best solutions are likely inside you already, but struggle to come out. Our unique engagement tools are the backbone of our strategy workshops. These tools will force you to think differently so you can freely generate many new ideas. At Beloved Brands, we bring our challenging voice to help you make decisions and refine every potential idea.

We help brands find growth

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a big idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand. Finally, the big idea must influence employees to personally deliver an outstanding consumer experience, to help move consumers along the journey to loving your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources. We work with your team to build out project plans, creative briefs and provide advice on marketing execution.

To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching

We make Brand Leaders smarter

We believe that investing in your marketing people will pay off. With smarter people behind your brands will drive higher revenue growth and profits. With our brand management training program, you will see smarter strategic thinking, more focused brand plans, brand positioning, better creative briefs that steer your agencies, improved decision-making on marketing execution, smarter analytical skills to assess your brand’s performance and a better management of the profitability of the brand.

To learn more about our training programs, click on this link: Beloved Brands Training

If you need our help, email me at graham@beloved-brands.com or call me at 416 885 3911

Beloved Brands Graham Robertson

How to find the ideal Consumer Benefit for your brand

Posted on Posted in How to Guide for Marketers

What is the right consumer benefit?

The 4 elements of a winning Brand Positioning statement include who you will serve, where you play, where you will win then why the consumer should they believe us. Simply put, that’s the target, category, main benefit and support points.

Before you just write out a random brand positioning statement, we recommend that you dig deeper on doing the homework that helps uncover options and then focuses you on the best possible space to own. Positioning has a sense of ambiguity and uncertainty, which means randomness is only an intuitive guess on your part. Having a process that grounds your thinking will ensure you are owning the best space. I always think the positioning statement takes everything you know about the brand and narrows the focus to only those things that matter. The homework helps to lay out everything you know, and then your decision making helps to focus on the elements that matter.

  1. Who is in the consumer target? What slice of the population will be the most motivated to buy what you do? The first thing to decide is the consumer target, which should be your first point of focus, so that you can find the slice of the population that will be the most motivated by what you do. The mistake for many Marketers is they think about who you want, and they forget to ask who wants you. Who is the most motivated to buy what you do?
  2. Where do you play? What is the frame of reference that helps to define the space in the marketplace that you compete in? We then frame the positioning by determining the category you play in, defining the competitors you will position yourself against. No one really operates in a blue ocean space, as positioning is always relative to some other choice the consumer can make.
  3. Where do you win? We then need to determine the main promise you will make to the consumer target, in the sense of a benefit for the consumer, both the rational and emotional. Think about what does the customer get, and how does it make them feel?
  4. Why should they believe us? Finally, we will look to understand what support points are needed to back up the main promise you are making. These support points have to support the main benefit, not just random claims or features that you want to jam into your brand message.
Positioning 2016.009
Powered by Zedity

The homework is hard, but the output provides clarity when you begin writing a brand positioning statement that will help focus you on what is unique, own-able, and motivating to consumers. One of the biggest mistakes brands make is speaking at the consumer with features (what you do) and not benefits (what they get). The old saying is, “features tell, but benefits sell”. Stop telling consumers what you do and start telling them what they get and how it will make them feel.

The first thing you want to do is to know up your brand’s core strength.

There are four options for what Core Strength your brand can win on: product, promise, experience or price. Many brand leaders have their marketing strategy wrong, when it comes to aligning everything behind the right strength. Which core strength can really impact your brand positioning. Product and experience brands have to be better, promise brands have to be different, price brands have to be cheaper.

Positioning 2016.029
Powered by Zedity

Here’s a simple little game that we play with executive teams. We provide them with 4 chips against the 4 choices of product, promise, experience or price. They have to put one at the highest competitive importance, two at the mid level and then force one to be at the low level. Try it and you will be surprised that your team struggles to agree. You may also find that you are at one strength now and figure it is time to shift your brand marketing to become focused on something else.

  • Product: your main strategy should focus on being better. You have to invest in Innovation to stay ahead of competitors, remaining the superior choice in the category.
  • Promise: your strategy should focus on being different. To tell that story, you need to invest in emotional brand communication. You want to connect consumers on a deep emotional level with the concept.
  • Experience: your strategy and organization should focus on linking culture very closely to your brand. After all, your people are your product. As you go to market, invest in influencer and social media that can help support and spread the word of your experience.
  • Price: focus on efficiency and drive low-cost into the products you sell and high turns and high volume. You have to be better at the fundamentals around production and sourcing.
Positioning 2016.031
Powered by Zedity

Just like any decision, it’s hard to just pick one. But if you start to think about it more and more, you will see how different each of these four choices really are.

Positioning 2016.034
Powered by Zedity

The next decision is the main benefit you want to focus on. Doing a Consumer Benefits Ladder helps to organize your thinking as a great tool for bringing the benefits to life. The best way to work the Consumer Benefits Ladder is to hold a brainstorming session with everyone who works on the brand so you can:

  • Leverage all the available research to brief the team, helping define the consumer target and get all the consumer insights and need states out.
  • List out all the features that your brand offers, and the brand assets it brings to the table. Make sure that these features are competitive advantages.
  • Find the rational benefit by putting yourself in the shoes of the consumer and seeing the brand features from their eyes: start asking yourself over and over “so if I’m the consumer, what do I get from that?”. Ask up to 5 times and push the answers into a richer zone.
  • Then find the emotional benefit by asking “so how does that make me feel?” As you did above, keep asking, and you’ll begin to see a deeper emotional space you can play in and own.
Positioning 2016.035
Powered by Zedity

Put all the information of the group brainstorm into a Consumer Benefits Ladder Worksheet. You can put more on this list than you can use, either using market research to help narrow your focus or making tough decisions on what you where you want to go.

What are the emotional benefits?

From my experience, Marketers are better at the rational benefits than they are at the emotional benefits. I swear every brand out there thinks their brand should be the trusted, reliable and yet like-able brand. As a brand, you want to own the emotional space in the consumer’s heart as much as you own the rational space in the consumer’s mind. It seems that not only do consumers have a hard time expressing their emotions about a brand, but so do Brand Managers. Companies like Hotspex have mapped out all the emotional zones for consumers. I’m not a researcher, but if you’re interested in this methodology contact Hotspex at http://www.hotspex.biz We have taken this research method and created an Emotional Cheat Sheet for Brand Leaders. This lists out the 8 major emotional consumer zones, optimism, freedom, being noticed, being liked, comfort, be myself, be in control and knowledge.

Positioning 2016.036
Powered by Zedity

To own a space in the consumer’s heart, you want to own and dominate one of zones, always thinking relation to what your competitor may own. Do not choose a list of emotions from all over the map, or you will just confuse your consumer as much as trying to own a long list of rational benefits. Once you narrow the major emotional zone you can own, you can use the supporting words of the Emotional Cheat Sheet to add flavor.

We always recommend that you speak with consumers in terms of benefits, not features. They don’t care what you do, until you care about what they get. Put yourself in their shoes and start asking “so what do I get?” to help frame the rational benefit and “how does I feel?” to find the emotional benefit. You will become a much more powerfully connected brand.

Positioning 2016.038
Powered by Zedity

At Beloved Brands, we lead workshops to help teams build their Brand Positioning Statement, helping the team find the target, main benefits, reason to believe.  Click on the Powerpoint file below to view:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management.

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution.

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911. You can also find us on Twitter @belovedbrands.

GR bio Jun 2016.001

 

Who is your consumer’s enemies that you will fight on their behalf?

Posted on Posted in Beloved Brands Explained

While regular products solve regular problems, the most beloved brands beat down the enemies that torment consumers every day. Positioning-2016.027What are your consumer’s frustration point that they feel no one is even noticing or addressing? For instance, the Disney brand fights off the consumer enemy of “growing up”, while Volvo fights off the consumer enemy of “other drivers” or Starbucks fights off the consumer enemy of a “hectic life”. Shifting from solving a rational consumer problem to beating down a consumer enemy is the starting point to reaching into the emotional state of your consumer.

Starbucks fights off the enemy of the hectic life

Put yourself in the shoes of your Starbucks consumer, who is a 38-year-old mom with two kids. She wakes up at 6:15 am, not only to get ready for work, but to get everyone in the house ready for their day. She drops off one kid at daycare, the other at public school and then rushes into the office for 8:30 am. She drives a van, not because she wants to but because it is a great transportation choice for carrying all the equipment needed for after-school activities, including soccer, dance, tutoring and ice hockey. It never stops. No one is really old enough to thank her, the only appreciations are random moments of celebration or a hug at the end of a long day. Just after getting both to bed, she slinks into her bed exhausted. What is her enemy? a03e0da8-fac7-11e3-acc6-12313b090d61-medium-1Her enemy is the hectic life that she leads. If only she had a 15-minute moment to escape from it all. She doesn’t want to run from it, because she does love her life. She just needs a nice little break. A place where there is no play land, but rather nice leather seats. There are no loud screams, just nice acoustic music. There are no happy meals, just nice pastries have a European touch. Not only does she feel appreciated, but the cool 21-year-old college student not only knows her name but knows her favorite drink. Starbucks does an amazing job in understanding and fighting off the consumer’s enemy, giving her a nice 15-minute moment of escape in the middle of her day.

Yes, the Starbucks product is coffee, but the Starbucks brand is about moments. Starbucks provides a personal moment of escape from a hectic life, between work and home. They fight off the consumer enemy of the hectic life.

Apple fights off the enemy of frustration

Unless you work in IT, you likely find computers extremely frustrating. We have all sat at our computer wanting to pull our hair out. computer-frustrationExamples of computer frustration includes spending 38 minutes to figure out how print, getting error message 6303 that says “close all files open and reboot” or if you have ever bought a new computer and you need to load up 13 disks and 3 manuals to read before you can even email your friend to tell them how amazing your computer is. Apple has recognized the frustration that consumers go through and capitalized on the enemy of frustration with PCs with the famous TV campaign of “Hi I’m a Mac,….and I’m a PC”, helping to demonstrate the many issues around computer set up, viruses and trying to make the most of your computer.  As soon as you open the box you can use the new computer, Macs are intuitive, aligned to how consumers think, not how IT people think. You can even take classes to learn.

Yes, the Apple product is about computers tablets and phones, but the Apple brand makes technology so simple that everyone can be part of the future. They fight off the consumer enemy of frustration with technology.

If you want to show that you better understand your consumers, how would you project the enemy that you are fighting on their behalf.

 

Understanding the consumer is the first step in writing a winning brand positioning statement. To read more on brand positioning, here’s our workshop we run for brand teams:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at 416-885-3911You can also find us on Twitter @belovedbrands. 

GR bio Jun 2016.001

Barbie is inspiring girls to believe that “you can be anything”

Posted on Posted in Beloved Brands in the Market

Barbie has faced major declines. Barbie has been heavily criticized over the last few decades for projecting an unrealistic image for girls. Launched in 1959, Barbie was the blonde all-American dream, but a complete fiction that many believe to be doing more damage to the self-confidence of girls. The modern Moms didn’t want their daughters to play with Barbie anymore. All of a sudden, Barbie sales declined 20% from 2012 to 2014. The brand needed to make a dramatic change.

 

barbie

Barbie took a dramatic step forward–even if just to catch up to where they should be–by launching new possibilities with realistic options for body type (curvy, tall and petite) and various ethnicities (seven skin tones) They needed to create a Barbie that Moms would think acceptable for their girls to play with. These moms wanted a good symbol for their daughters, not something unrealistic and unattainable. The new Barbie is a good first step.

Next, the supporting Advertising for Barbie has gone viral with over 20 Million views. The ad starts by showing a young girls in situation as a College Professor, a Museum curator, a Veterinarian or a Soccer coach. The supporting copy: “When a girl plays with Barbie, she imagines everything she can become.” with a bold tag-line: YOU CAN BE ANYTHING. This is a great ad with a new message that should fit with the modern moms.

 

 

Barbie sales are up 8% this past holiday period, a good start to the turnaround. 

 

Five lessons for brand turnarounds

  1. Ensure the right people in place: Before even creating the plan, you need to get the right leadership talent in place. Talent, motivation, alignment. Mattel brought in new CEO last spring who reshuffled a lot of the executives in an effort to turn the business around.
  2. Look to close leaks on the brand: Use brand funnel to assess, using leaky bucket tool to close leaks. Find out where the specific problems are coming from. Barbie has done a nice job in listening to their consumers, the moms who were rejecting the brand due to stereotypes.
  3. Cut the fat, re-invest: go through every investment decision, invest only in programs that give you an early break through win. Even faced with Sales declines, Mattel made a smart move to cut costs by 10% to drive profits back into the business. It is hard to do a turnaround while the profit keeps falling.
  4. 3-stage plan: In stage 1, find early/obvious win, halts slide, helps motivation. In stage 2, invest behind new positioning/new plan, focused decisions, take risks. In stage 3, make adjustments to plan, build innovation behind new ideas that fit plan. Barbie started talking about the plan a year ago, listening to consumers and preparing for the big launch. So far, they’ve stemmed the decline, but now they need to build a plan for the next 3-5 years that grows this business.
  5. Motivating a demotivated team: Losing can be contagious to a culture/team. Recognize wins to fuel performance driven culture. People on the team needed new leadership and needed room to take chances with this iconic brand.

This type of thinking can be found in our Beloved Brands and B2B Brands playbooks

Learn to think, define, plan, execute and analyze your brand

  • You will find strategic thinking models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies. 
  • To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. 
  • For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar, and specific project plans. 
  • To grow your brand, I show how to make smart decisions on marketing execution around creative advertising and media choices. 
  • When it comes time for marketing analytics, I provide all the analytical tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand.

You will learn everything you need to know so you can run your brand. My brand promise is to help make you smarter so you can realize your full potential.

You can find Beloved Brands and B2B Brands on Amazon, Rakuten Kobo or Apple Books

New Axe ad campaign trying to be the “Dove” brand for young men

Posted on Posted in How to Guide for Marketers

71hRmSv1NvL._SL1500_The Axe consumer has grown up and now Axe wants to grow up with that consumer. When my son was 13, he started using the Axe brand. One day, I was walking past him and he asked if I wanted a spray.  I said “No, I don’t want to smell like a 13-year-old”. My son is now in University now and uses “The One” by Dolce and Gabana. Even he doesn’t want to smell like a 13-year-old. And now, Axe is showing they no longer want to be the brand for 13-year-olds. They want to grow up.

Axe has released an Ad campaign that feels a bit like Dove’s “Real Beauty” campaign. (Axe and Dove are both owned by Unilever) Unilever does a fantastic job in bringing consumer insights into their work. “Masculinity today is going through seismic changes. More than ever, guys are rejecting rigid male stereotypes,” says Matthew McCarthy, senior director of Axe and men’s grooming at Unilever. “We’ve been part of guys’ lives for decades, and Axe champions real guys and the unique traits that make them attractive to the world around them. In recent years, Internet searches by men on hair tips eclipsed female in volume. Men are curious about experimenting and trying different things and are spending more time in front of the mirror. It’s much more acceptable.”

The new Axe message is “you don’t have to be perfect, just be your best self”. The ad shows various iterations of the new modern man from brainiacs to one with a big nose, from protestors to dancing in heels or dancing in a wheel chair. Whoever you are, Axe wants you to feel good about yourself and “Find your magic”. 

The challenge for Axe is that it will take time to transform. They will have to stand by their convictions should sales slip. The Axe brand did such a great job in creating that edgy, hilarious, egomaniac, sexy teenage male positioning, the reputation of Axe is deeply engrained in our minds. Here’s the type of Ad we are normally used to seeing from Axe.

This is a good start for Axe brand. It will take time to transform the brand. My hope is they they don’t give up quickly. 

At Beloved Brands, we lead workshops on Marketing Execution that can help your brand team explore their role as a leader in the process, how to write a strategic brief, how to judge and make decisions on marketing execution and then how to give feedback to the agencies. Here’s the powerpoint file:

Beloved Brands: Who are we?

At Beloved Brands, we promise that we will make your brand stronger and your brand leaders smarter. We can help you come up with your brand’s Brand Positioning, Big Idea and Brand Concept. We also can help create Brand Plans that everyone in your organization can follow and helps to focus your Marketing Execution. We provide a new way to look at Brand Management, that uses a provocative approach to align your brand to the sound fundamentals of brand management. 

We will make your team of Brand Leaders smarter so they can produce exceptional work that drives stronger brand results. We offer brand training on every subject in marketing, related to strategic thinking, analytics, brand planning, positioning, creative briefs, customer marketing and marketing execution. 

To contact us, email us at graham@beloved-brands.com or call us at416-885-3911. You can also find us on Twitter @belovedbrandsPositioning 2016.081

Is a Super Bowl Ad a good or bad investment?

Posted on Posted in How to Guide for Marketers

A few years ago, I would have said that “the NFL can do no wrong”. With all that has gone wrong in the past 2 years, I will now alter that statement to say “the NFL can do a lot wrong and still get away with it”. This year’s Super Bowl will be charging up $5 Million for a 30 second TV ad. While that sounds crazy, the question we should be asking: “Is advertising during the Super Bowl a good investment for a brand?”

sb-ad-rate-vs-sp-500

 

 

Super Bowl versus The Big Bang Theory

The #1 current network TV show is the Big Bang Theory, recently drawing 17 million viewers and charging approximately $350,000 for a 30-second spot for a media cost of 2.1 cents per viewer. Arguably, a TV ad run during the Big Bang Theory will be part of a 12-week campaign, allocating the cost of production over that 12 weeks, increasing the total cost per viewer up to 2.2 cents per viewer. 

The Super Bowl is expected to draw 125 million viewers, charging $5,000,000 for a 30-second spot for a media cost of 4.2 cents per viewer. A Super Bowl ad will be the first and likely the only time that ad is run, which means we would have to add in the production costs for the Ad, moving the total cost up from $5 million to around $6 million (assumes a production cost of $1 million), which increases the total cost per viewer up 4.8 cents per viewer. 

I would argue that a well-done Super Bowl ad brings a bigger Impact on the market. First, with the Super Bowl ads, many people now “watch the ads” as much as they watch the games. If you assume that the consumer engagement on the Super Bowl ads is double the Big Bang Theory, then we have a relative tie in the cost per viewer. On top of that, the Super Bowl ads that go viral add another 10-30 million viewers after the game, making the total cost per viewer much more efficient. We aren’t even measuring the talk value at the lunchroom table on Monday when people gush over the cuteness of the Budweiser dog or laugh as they re-tell the Doritos ad. 

Compared to other video media options, the Super Bowl ads at 4.8 cents per viewer are still cheaper than the 7.5 cents per view that YouTube charges or the 9 cents per view that Facebook charges.

When to use a Super Bowl Ad

Marketing Execution has to make your brand stronger. It has to create a bond with consumers who connect with the soul of the brand, it establishes your brand’s reputation based on a distinct positioning and it influences consumers to alter their behavior to think, feel or act, making the brand more powerfully connected, eventually leading to higher sales, share, and profit. Too many ads on the Super Bowl seem to be playing the game, hoping that broad awareness helps your brand. To me, broad awareness is never enough of a reason to spend money. When I was running marketing teams, and someone came to me with “drive awareness”, I’d cross it out and ask for something more.

There are 4 reasons you should advertise in the Super Bowl

  1. You are already a beloved brand, that can connect with your consumer base to make them feel more emotionally connected to your brand so that you tighten the bond further. This tighter bond will help drive further growth and profits in the future. Every year, Budweiser brings back their Clydesdale horses, which make them a very good investment. Last year, this spot was rated the #1 ad and generated 30 million additional YouTube views and two million Facebook shares.  
  2. You are an established brand, with a significant product launch or a new brand positioning that you want to draw quick attention to, knowing that it will trigger the search and potential purchases. The Dodge Ram farmer ads from two years ago attempted to re-establish Ram as the American pick up truck, as they battle with Chevy and Ford for that space. This beautiful ad jumped out among the others making it a very good investment for the brand. 
  3. You are an impulse product that could use advertising to trigger those consumer impulses during the game. This would be the fit for the Snickers or Doritos marketing strategy, so consumers want more. You can use the Super Bowl as the kicking off point to a new campaign that you might run all spring. For instance, Snickers used Betty White in 2010 to launch the idea of “You are not yourself when you don’t have your Snickers”. Five years later, they are still running that campaign, making it a great investment.  
  4. The other reason for Super Bowl advertising might be to keep up with your competition. Last year, there were 10 car brands that advertised, many didn’t break through. Here’s the Fiat ad that did rate as one of last year’s most loved by consumers. Highly creative but also tied in new news in the way of their re-launch.  

Bad Creative makes it a completely wasted investment

With a highly engaged Super Bowl crowd, you cannot just show your average TV ad, or you risk being booed at a Super Bowl Party like this spot by a very small brand, Jublia, for foot fungus.  Boring product demos?  Really.  Wow. They should have saved this type of Creative for 3 am on CNN when no one is watching. Can you imagine spending $5 Million on this?

Another bad ad came from “Go Daddy” last year. I will say this brand takes a lot of chances, however, this one is not based on the right insight. Everyone, including small business people, is watching the game. No consumers ever want to be portrayed as the lonely loser. 

 

A Super Bowl ad can be a great investment for the right strategy and execution

At Beloved Brands, we run workshops to train marketers in all aspects of marketing from strategic thinking, analysis, writing brand plans, creative briefs and reports, judging advertising and media. To see a WORKSHOP ON MARKETING EXECUTION, click on the Powerpoint presentation below:

We make Brands stronger.

We make Brand Leaders smarter.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

Coke’s new Ad campaign has more fizzle than sizzle

Posted on Posted in Beloved Brands in the Market

coke-taste-the-feeling-1I have been impressed with Coke’s Marketing execution the past couple of years. I love the Coke Freestyle machines where you can customize your own drink from up to 100 options. And I have to admit loving the names on the bottle, even though I had my doubts in the beginning. All that great stuff, and yet the sales have been sluggish for the past 15 months. It’s not the activity that is at fault. It’s just that people want healthier options and Coke is now fighting against that major consumer movement away from Sugary or Aspartame drinks. Sugary cereals are going through the same crisis. But since Coke can’t “fix” the health trend, they may as well try to fix the activities–even if it’s not broken. 

With the earnings report showing that Coke’s revenue has fallen for the past 3 straight quarters, I can only imagine the CEO walking down the hall to find the CMO and say “we need your Advertising to sell more product”. 

At Beloved Brands, we believe that Advertising can only move one body part at a time: the head, the feet, the heart or the soul.Creative Brief 2016 Extract.001

Here’s a great example of a Coke ad idea called “Remove labels this Ramadan” that really touches the consumer’s soul. Even with 19 Million views, it likely didn’t sell a lot of Coke.

To me, an Advertising idea is like a magnet. When it gets too far away from the brand, it no longer moves the brand. The “share happiness” campaign was a huge umbrella idea, but likely so huge, the one thing it didn’t do is move product. 

Today, Coke announced two moves in rolling out their new “Taste the Feeling” advertising campaign. First, you will see in the work that they are clearly linking life moments with drinking Coke. Meaning the creative team was told: “we have to SELL MORE PRODUCT”. Or as I would say, the ads have to move feet.  Second, they announced they would have ONE Master Brand creative idea for all 3 Coke products, red Coke, Diet Coke and Coke Zero.

Here is the main spot Coke launched today, appropriately called Anthem.

I would say it’s an OK spot, not a great spot. For a 90 second spot called “Anthem” it lacks the emotional appeal you would expect, and it won’t really generate any viral share-ability. It has a lot of product shots, but not really the connectivity needed to move product. And I barely even noticed any Diet Coke or Coke Zero. 

To evaluate advertising, we use something we call the ABC’S, which stands for Attention, Branding, Communication and Stickiness. I’d say these score low on attention, moderate on branding, modest on communication and pretty low on stickiness. These type of spots that show a lot of consumer moments to a song usually end up as wallpaper that falls into the background of our multi-tasking lifestyle. There’s no real compelling story here.Marketing Execution 2016.055

Here’s another TV ad called “What is Coke for?”

Again, a bit generic. No emotional pull. Lots of Coke fizzle. And hard to find the Diet Coke or Coke Zero. 

The print does a better job in capturing emotion than the TV, showing how Coke fits in to various moments of your life. 

coke-taste-the-feeling-4

coke-taste-the-feeling-7

coke-taste-the-feeling-10

Here’s a challenge to Coke, if you are going to name your new spot “Anthem”. make sure it is as epic as this 1971 TV ad: 

Do you think this new campaign will increase Coke’s revenue?

Here’s a workshop we run on how to get better Marketing Execution. In this workshop, we go through how to come up with an Executional brief, based on both positioning and strategy, we take you through how to judge the work and how to provide motivating feedback to your agencies.

We make Brands stronger.

We make Brand Leaders smarter.™

BBI ads for 2015.011We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911Positioning 2016.081

The consumer has changed dramatically. Have you changed enough?

Posted on Posted in How to Guide for Marketers

consumer change.001

Marketing has changed dramatically and if you are not changing with it, then you will not be able to unleash the full potential of your brand nor will you be able to unleash your own full potential as a Brand Leader. When I say that Marketing has changed, people think I am about to talk about the change in media options over the last 15 year, with the opening up of digital, social and search. Sure, that has changed the way we do things, but is really at the surface level. Starting at the turn of this century, we began witnessing a deeper underlying change happening with consumers, who have begun rewarding those brands who exceed their expectations, who have gravitated towards brands that treat them as though they are special, and who have become loyal to brands that open up and establish a higher purpose worthy of connecting with.

Consumers ended the last century tired of the crap that brands kept promising, jaded by the tricks brands used to get them to buy, leaving them feeling burned by over-promise and under-delivery. Consumers now want and expect more. Consumers want to be appreciated and they are willing to love the brand that will treat them like they are the only person that matters. Everything a brand does, should start and end with the consumer in mind. Brands are shifting from fighting for a space in the mind of the consumer to fighting for a place in the consumers heart. It is about becoming one of the favorite parts of the consumers’ day, not just pure product performance. The change in media is merely an enabler to the underlying change, but not a driver. The best brands of today are loved.The media options have had a dramatic influence on the consumers lifestyle–the number of messages, multi-tasking and being tired of being burned. The change in the consumer should drive your Media Planning more than the change in media

  1. Consumers see more brand messages than their brains can handle. 
    • In the year 2015, consumers see up to 7,000 brand messages every day. The fastest thing our brains now do is reject advertising messages. The digital ads on every website you visit, at the top, on the side, on the bottom, drop down boxes. Whenever you turn on Facebook, every google search you make. Take the subway and see hundreds or drive to work and see the same. We now surf messages quickly and only engage in a few each day. Life was much simpler in the last century when consumers saw a few billboards on the way home from work, had dinner and watched Seinfeld on TV seeing a few ads each night. But, in the current world, your consumer is being bombarded by brands. Are you doing anything to change the way you approach consumers to ensure you are gaining their attention?
  2. Consumers are constantly multi-tasking—driving, walking, talking.
    • Even with 7,000 messages a day, consumers are barely watching. FOMO (Fear of Missing Out) means people are constantly multi-tasking. I rarely watch a TV show without my laptop or phone nearby. Most people sleep beside their phone and read updates as soon as they awake. Even with laws against texting and driving, I see it every day. And walk downtown in a straight line and you are bound to walk into someone “walking and texting”. Once you gain the consumers attention, you have to find a way to engage them to stay with your brand. What are you doing to hold the attention of your consumer to avoid them being distracted away?
  3. Consumers are tired of being burned by faulty brand promises.
    • Consumer marketing is a little over 100 years now and hopefully consumers have become much more sophisticated in their decision-making. Last century, we saw too many brands over-promise and under-deliver. But brand reputations are now being made and equally dying based on the consumers ability to do their homework. They do their own research, they can ask friends or read on-line reviews. If they are burned by a brand, they quickly spread the message. Have you figured out a brand promise that you can deliver beyond the purchase moment? Have you created an experience that will get purchasers to become brand fans?
  4. Consumers now take control and action over the buying process.
    • Consumers now control what they buy. They are not sold to. Last century it was all about selling. In the current world, it’s all about buying. They are taking full control over the buying process–gaining awareness about brands from friends, only considering after doing their own research to validate what they are hearing and then they figure out the ideal pathway to the purchase moment. They read labels, read reviews and make up their own minds. They pose questions to friends for advice. Putting 100% of your budget on a 30 second TV no longer works. Have you figured out how to co-manage the path to the purchase moment along side the consumer to help them consider, search, purchase and experience your brand?
  5. Consumers connect with brands they believe in.
    • Consumers now want and expect more. They line up to brands that line up to their values and expectations. Consumers want to be appreciated and they are willing to love the brand that will treat them like they are the only person that matters. Ethics and behavior now matter. We are seeing the ethics of brands like Volkswagen and GM destroying the brand reputation. We are seeing Chipotle facing small regional safety crisis points, with the news spreading like wild-fire and the brand is dying before our eyes. Consumers have full access to information and they are not just buying what you do, but why you do it. The most loved brands are based on a big idea that consumers connect with, yet that idea has to reflect the brand’s soul. Have you figured out your brand purpose and then figured out how to build your stated brand purpose into your brand story, your product innovation and the brand experience? Have you figured out how to make the brand purpose be part of the purchase moment as a deal closer to a tie between two brands?
  6. Consumers reward amazing experiences over products alone.
    • Last century, consumers just bought products like Tide, Kodak and Pampers. Most of them we learned about on quick 30 second TV ads that followed a similar formula screaming “we are the best”, shown every half hour trying to drive awareness. But consumers are connecting at a deeper level with brands that offer an experience that over-delivers the promise. With Starbucks, it’s more about the “moments” than it is about the “coffee”. Everyone keeps pointing to the fact Starbucks coffee finishes middle of the pack in blind taste tests. But you cannot replicate the experience of nice leather chairs, cool music, great conversations, amazing culture of people. We are starting to see that the new product is becoming the experience, and while claims supported the product, it is the organization’s culture that supports the experience. Have you figured out to create an experience around your brand that brings it life beyond the product itself? 
  7. Consumers explore rationally, but stay emotionally.
    • In this 21st century economy, the winning brands are those who can create strong emotional bonds with their consumers. While brands might gain entry into the consumers mind in the first 7 seconds, consumers are now emotionally engaging with brands. Research companies like Hotspex show that over 50% of brand decisions are emotionally based. To achieve Brand Love,  brand needs a Big Idea that expresses your brand’s soul and serves to connect with consumers while shaping the internal culture of the brand. Brands need Focus in the choices a brand makes in terms of vision, strategy, positioning and execution. And brands need to show Passion in everything to drive creativity that connects with consumers and precision that helps create brand experiences that exceed expectations. The best brands build every touchpoint around the Big Idea including the promise, brand story, innovative products, ubiquitous purchase moments and brand experiences. How will you use Big Ideas, focus and passion to really create a bond with your consumers to turn them into brand fans that love your brand?

Strategic Thinking 2016.064

What is it that creates a bond between the consumer and the brand? You need to be able to describe your brand to CONSUMERS in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand, always telling the same story. 

  • In today’s crowded branded marketplace, the modern consumers see 7,000 brand messages a day. The fastest thing our brains do is reject brand messages. Brands need an entry point to gain permission to the consumer’s brain. Can you explain your brand in 7 seconds?
  • After decades of being burned by false promises, modern consumers are naturally cynical and constantly doubting brands. They test the brand by asking detailed questions. Brands need a solid story that closes off any doubts consumers may have. Can you explain your brand in 60 seconds?
  • Modern consumers like to take control over their buying process as they move from consideration to search and finally to a purchase moment. Brands need to move with consumers through to the purchase moment. Can you explain your brand in 30 minutes?
  • As the modern consumer experiences the brand, they either accept or reject the promise. Consumers are more loyal to brands they share a common purpose and shared values. Brands need to create experiences that match the brand story. Can you describe your brand over the lifetime of the brand, always telling the same story?

What are you doing to deal with the changing consumer?  

Strategic Thinking 2016.066

Below is our Beloved Brands Workshop we run on Strategic Thinking:

We make Brands better.

We make Brand Leaders better.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

BBI Creds Deck 2016.014

Do your own damn performance review!!!

Posted on Posted in How to Guide for Marketers

This time of year is when you sit down with your boss and have the dreaded annual performance review. 

It’s likely dreaded for a reason. You hate getting feedback and your boss hates giving feedback. These days performance reviews feel like a bit of jockeying. When you do you self-evaluation, you avoid putting anything that can be used against you. And when your boss does your evaluation, they will avoid putting anything that will imply a promotion, raise or even maintaining your employment. Maybe it’s time that we think of the performance review as a necessity of the job, but we should stop thinking this is big defining career moment that will help you. If you have a great boss, use it to your advantage. Some of my bosses took it seriously, many did not. In my 20 years of working, half of my performance reviews were worthwhile, and considering I had one manager for 7 years who did an excellent job for me, that leaves 13 other years where the reviews did very little for me. I recommend you take control of your own career and never be at the mercy of others.

If you are managing your career, then give yourself a Performance Review

We look at Marketing Careers over 4 different levels: Assistant Brand Manager (ABM), Brand Manager (BM), Marketing Director and VP Marketing. Companies may use various titles, but the ABM is generally a do-er or contributor to strategy, while the BM is the owner of the plan and the go-to person on the brand. Usually the Director manages a broader team and the VP oversees the entire marketing team. 

We have mapped out at the 32 essential skills that a Brand Leader needs, at every level. What I have found is that marketing is about learning the fundamentals and then use your experience to continuously improve. As much as your company self-assessment is guarded and careful, when you do your own, you have to be very honest with yourself to identify what you need to work on.

2015 brand careers.018

When it comes to Analytics you should be mastering this as an Assistant Brand Manager and Brand Manager, but you have to continue to use these skills throughout your career. While digging into every aspect of the business helps you learn the basic analytics, what separates great marketers on analytics are those who can transform all those numbers into an analytical story that helps set up a decision point.

Brand Planning is usually owned by the Brand Manager. But honestly it can take a few years to become competent at writing plans. If not done well, planning can get out of control. The goal of a brand plan is to get everyone on the same page, to ensure everyone is moving in the direction that is outlined in the brand plan. There are so many elements of a plan you need to get comfortable with, from creating a brand vision that motivates everyone, to purpose and values and onto strategy and tactics. To ensure action comes out of the plan, the Brand Leader should be creating specific project plans for each element of the plan.

While positioning is one of the core strategic functions of marketing, it is rare for a marketer to be involved in positioning their brand. Most are taking the positioning from the previous marketer. Positioning is really about simplifying everything on the brand, down to something that is focused and digestible for consumers. A good positioning has a focused target market, one main benefit and two reasons to believe. From that positioning, you can create a Brand Concept or even move forward to writing a Creative Brief that can help execution. Too many brand leaders lack the ability to write a brief and it’s impacting marketing execution.

Any type of advertising requires brand leaders to use judgement and make decisions. The decisions should be balanced with strategic thinking and gut feel for the creative choices and media options. While we all have natural instincts even before we get into marketing, being able to articulate those over a complex network of advertising experts and over a long project timeline are very difficult. Practice these skills early in your career on smaller projects and perfect them as you move to more complex and bigger projects. With a large advertising project, the brand leader has to work through the ad agency that would include 3 distinct groups–account team, creative team and strategic planner. Then moving towards production, you need to oversee a series of subject matter experts including producers, directors, sound technicians and actors. You have to stay true to your vision at every stage of the project. I have found that with each new project right up to the VP level, you should be continuously looking to improve. How you make decisions, how you motivate others and how you communicate will either make or break the advertising projects you are leading.

New products can vary in their degree of complexity. The simplest ones are incremental launches using the same brand name, and using the same production and distribution channels. The more complex type new products involve a new brand name, a new technology, new distribution channels, new production, government regulation, determining the projected sales, costs and support needed.

One big growing weakness is the go-to-market execution that involves the marketing and sales teams to work together. Over 20 years ago, it was very common that marketers did a stint or two in the sales department. As the roles have become more senior and specialized, it has become more difficult to move people between the roles. This has created silos between Sales and Marketing, leaving the marketer with a perception that they live in an “ivory tower”. There is a skill in learning how to influence the sales team, ensuring that your marketing and sales are working together to make the brand stronger. At any stage, you should be constantly getting into the stores and meeting with sales people. As you get more senior, you should learn how to present to buyers.

In terms of Leadership and Managing you need to hold your team to a consistently high standard of work in strategic thinking and planning. Then you need to hold your team to a consistently high standard of work in execution in the market. In terms of people management, you need to be seen as actively interested in helping your team to manage their careers. Teach, guide and direct your team members for higher performance. Training and development provides on-going skills development to make the team better.

2015 brand careers.019

We have also mapped out 15 leader behaviors for you to also use as a self-evaluation, looking at the behaviors that separate great Brand Leaders from the pack. A great Brand Leader is accountable to results, strong on people leadership, a solid strategic thinker, carries broad influence and brings an authentic style. Leadership behaviors are harder for us to self-evaluate. I would recommend you have casual conversations with those you can trust to give you feedback. There is a term called “blind spots”, where people who you work with know that you have a weak, but you don’t know.

Identify your own gaps

We recommend that you go through each of the dimensions and give yourself a score in relation to your peers. A score of 5 means you are one of the best in your department in a given area, a 4 is above average, 3 means you are average and the scores of 1’s and 2’s would mean you have a gap. Force the scores so that you can clearly identify 3 skills and 3 leader behaviors as being a relative gap to your peers. Based on where you are with your career, I recommend you end up using the year to close Then as you build your own personal plan for the year, map out a plan of attack for the coming year. 

2015 brand careers.019Don’t worry, we all have gaps. At every level of my own career, I had some major gaps. Many I wasn’t even aware of and some I was even in denial. Only as I moved up to Director and VP level was I able to close some of the gaps. For example, I struggled throughout my career when dealing with the sales team, was never a great negotiator and always weak when it came to managing up. Maybe if I had one more self-evaluations along the way, I could have closed the gaps sooner.

We all have gaps. What are going to do about closing your gaps?

Below is a Powerpoint presentation of a workshop we run on Managing your Brand Career. I hope that it challenges you to think differently and identify some areas you can improve for next year.

We make Brands stronger.

We make Brand Leaders smarter.™

We offer brand coaching, where we promise to make your brand better by listening to the issues, providing advice that challenges you, and coaching you along a strategic pathway to reaching your brand’s full potential. For our brand leader training, we promise to make your team of brand leaders better, by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential. Feel free to add me on Linked In, or follow me on Twitter at @belovedbrands If you need to contact me, email me at graham@beloved-brands.com or phone me at 416 885 3911

BBI Creds Deck 2016.014