A Remembrance Day ad that will bring a tear to your eye

Posted on Posted in Beloved Brands Explained

Remembrance DayRemembrance Day is a special day in Canada. We take a moment of silence at 11am on the 11th day of the 11th month, to commemorate the very moment that World War One ended.

This year is even more special as it marks the 100th anniversary of the end of the war.

History of Remembrance Day in Canada:

Every Canadian kid learns about “In Flanders Fields,” a poem written during the First World War by Canadian physician Lieutenant Colonel John McCrae (November 30, 1872 – January 28, 1918). He was a Canadian poet, physician, author, artist and soldier during World War I. He was a surgeon during the Second Battle of Ypres, in Belgium. McCrae was inspired to write “In Flanders Fields” on May 3, 1915, after presiding over the funeral of a friend and fellow soldier Alexis Helmer, who died in the Second Battle of Ypres.

Remembrance Day

According to legend, fellow soldiers retrieved the poem after McCrae, initially dissatisfied with his work, discarded it. “In Flanders Fields” was first published on December 8 of that year in the London-based magazine Punch. The red remembrance poppy has become a familiar emblem of Remembrance Day due to the poem In Flanders Fields.

These poppies bloomed across some of the worst battlefields of Flanders in World War I, their brilliant red colour became a symbol for the blood spilled in the war.  McCrae died of pneumonia months before the end of the war, while still working at a hospital for Canadian soldiers in Belgium.

Bell Poppy Ad

This new Bell ad tells a beautiful story from the eyes of a little girl, as she learns about Remembrance Day and does something very touching for a veteran. It’s a very Canadian storyline, and I hope you can appreciate every little subtlety in this ad. There are no words, and you have to pay close attention to every detail. In the ad, a little girl peers out a school bus window and sees a veteran selling poppies by the side of the road.

It prompts her to google “what is a poppy,” which starts her on the learning process about Remembrance Day. The little girl emails someone in Belgium, asking if they are near Flanders Field, a link to the poem above. Then a letter arrives, presumably from the person in Belgium. The little girl takes the note to the veteran, giving it to him in a very touching tribute and a beautiful moment.

Bell Dieppe Ad

Bell Canada has a long history of paying tribute to our veterans. Below is an ad from the mid-90s, when we were still excited that we could call from anywhere. In the ad, a young 20-year-old visiting Dieppe phones home to Canada to talk to his grandfather, just to say “thank you.” Dieppe holds a special place for Canadians. Two years before D-Day, 6,000 Canadians tried to land on the beach at Dieppe, but less than half survived. We see many tributes to the soldiers, but this one sends a chill through me every time I watch.

Wear a poppy. Lest we forget.

10 emotional ads that leave you with goosebumps

Posted on Posted in Beloved Brands in the Market

emotional advertisingWhen brands say they want emotional ads, I usually say “I can’t wait to see this emotional creative brief you wrote.” Without digging deep to understand the emotion and consumer insights beneath the surface, asking for an emotional ad, feels like a random game of chance. To get emotional ads that work for you, you must understand the emotional space your brand wishes to own and then layer in emotion-based consumer insights.

Do you understand the emotional space your brand can own?

Below you will find a list of 40 potential emotional benefits. From my experience, marketers are better at finding the right rational benefits than they compared with how they work at finding emotional benefits. As a brand, you want to own one emotional space in the consumer’s heart as much as you own a rational space in the consumer’s mind. When I push brand managers to get emotional, they struggle and opt for what they view as obvious emotions, even if they do not fit with their brand. I swear every brand thinks their brand should be the trusted, reliable and likable.

The emotional benefits cheat sheet

Emotional benefit Cheat Sheet

I have used Hotspex research methodology to create an emotional cheat sheet with eight emotional consumer benefits zones, which include optimism, freedom, be noticed, be liked, comfort, be myself, be in control, and knowledge. Use the words within each zone to provide added context.

Brands must own a space in the consumer’s heart. Brands should own and dominate one of these zones, always mindful of which zone your competitor may own. Do not choose a list of emotions from all over the map or you will confuse your consumer. And, use the supporting words to add flavor to your brand positioning.

Ten emotional ads that work

Here are ten emotional ads that do a fantastic job going into the emotional space, whether it’s a mass retailer, a utility or a shoe company. They do a nice job of connecting the consumer tightly to the brand. While the ads do that, does the brand do what it takes to back it up when you experience that brand? In some cases, yes, but not all.

Google “Paris”

For all the romantics, this is one of the best ads. They tell the complete story through google searches, with a few surprises like the airline ticket, wedding bells and of course the baby. Extremely creative.

 

Nike’s “If You Let Me Play”

Nike released this inspiration way back in 1995, outlining the benefits of having girls play sports. Brands such as Always “throw like a girl” were inspired by this type of message.

P&G “Thank you mom”

Back in the 2012 London Olympics, P&G was making an attempt at a Master Brand strategy. This is a beautiful Ad, that is a nice salute to moms around the world, whether your child is an Olympian, or not.

Ram “Farmers”

Aired during the Super Bowl, it’s one of the best spots I have ever seen. Using Paul Harvey’s storytelling hit a positive vibe with Farmers and Americans in general. The simplicity of the idea, yet storytelling at it’s best.  They didn’t over-do the branding, but consumers were so engaged in the ad, they were dying to know who is it that’s telling this story. While everyone else is being loud, maybe being so quiet stands out. 

Canadian Tire “Bike Ad”

This ad makes me cry every time. We can all remember our first bike and how special it is. In Canada, Canadian Tire was that store, prior to Wal-Mart entering the market. Now, Canadian Tire can’t deliver on this promise, because it now resembles Wal-Mart. No longer is it where you go for your first bike, but rather where you go buy Tide when it’s cheap.

Bell “Dieppe”

Wow, a utility delivering an ad that gives you goosebumps. I have been to that beach in Dieppe and it does command such intense feelings. As you can tell from the phone at the end, this was in the early days of Cell phones, trying to link the idea of connecting anywhere. While this is just an ad, I do wish that utilities would try harder to connect with consumers at every stage of the consumer’s buying journey.  

John Lewis “Christmas 2011”

Every Christmas, British retailer John Lewis has been releasing campaigns around Christmas.  To me, this one is the best, especially the ending. John Lewis is an employee-owned retailer, with a unique culture that delivers on the brand.  

Budweiser “9/11”

Aired only once, only a few months after 9/11 the context of this ad is paramount to the emotion. An amazing salute, by the brand, to the heroes of 9/11.

Pfizer “More than Medication”

A nice twist. The ad appears to be a typical rebellious teenager, but he turns into an angel, with a big message for his sister.

Nike “Find your Greatness”

Aired during the 2012 Olympics, this ad was a very high risk but also ran counter to all the athlete ads. There are many types of motivation, for some of us, Michael Jordan is the inspiration. But not all of us are Michael Jordan. This kid running is the average person that gets out there and makes it happen. My hope is that it inspires you do get out there and “just do it”, on your own terms.

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

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.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

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 brand 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.

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.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

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

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

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

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

How to handle yourself at the creative advertising meeting

Posted on Posted in How to Guide for Marketers

creative advertising meetingWhen you are in your next creative advertising meeting, you should think fast with your instincts, while trying to represent your consumer. The best brand leader plays a most crucial role in the creative advertising process. While they are not designed to be experts, they need to know enough to make advertising decisions, but never enough to do the work.

View the advertising through the eyes of your consumer. Try to see the work how they would see it. I would not even let my agency do a set-up to the ads. I said, “Just show me the work as though I see it on TV.” I felt any setup or explanation clouded my judgment and impacted my ability to use my instincts.

As you are sitting in that decision-making hot seat at a creative meeting, here are some challenging questions to ask yourself:

1. What does your gut instinct say?

The reality of a marketing job is you might be coming into the creative meeting from a 3-hour forecasting meeting or deep-dive financial review, or you just got back from working in the lab with scientists on a new ingredient. It is not easy to change speeds as you head into a creative meeting.

Relax, find your creative energy, let it soak in and find those instincts. I created a “gut instincts checklist” to help prompt you for when you need your instincts.

Creative Advertising Execution

2. Do you love it?

If you don’t love it, how do you expect your consumer to love it? If you “sorta like” it, then it will be “sorta okay” in the end. But if you love it, you’ll go the extra mile and make it amazing. Ask if you would you be proud of this as your legacy.

3. Is the advertising on strategy?

Slow down, and find some thinking time after the meeting. In a quiet place alone, make sure it delivers on what you wrote in your strategy documents. Go back through the brief to make sure the advertising will deliver the desired response, and the strategic objective statement you wrote in the brand communications plan. One caution is not to use the extra time to over-think the advertising and talk yourself out of a good ad that works.

4. How big is the creative idea?

Is the creative idea big enough to last 5-10 years? Will the idea work across various mediums (paid, earned, social) across all distribution and the entire product line? Think of being so proud of leaving a legacy for your successor to help think about the longer term.

Making advertising decisions

At the decision point, you have three choices:

        • Approve
        • Reject
        • Change

From my experience, brand leaders rarely approve creative ideas outright. There also seems a reluctant or fear to reject outright. So marketers mistakenly assume their role is to change the ads. I see too many come to the creative meeting with a pen and paper and start to write feverishly all the recommended changes they have for each ad. The problem is if we marketers are not talented enough to come up with the ad in the first place, why do we think we are talented enough to change the ad? You are a generalist, surrounded by experts. Use your experts.

Creative Advertising Execution

Next time you go into a creative meeting, stop giving the creative team your solutions, and give them a new problem you are seeing and then let the creative team figure out the solutions. If the creative brief is the original “box” for the creative team to figure out the ideal solution, then use your feedback at the creative meeting to create a “new box” for the creative team figure out a new solution.

Use your feedback to challenge and create a new problem for your agency to figure out the solution.

Challenge yourself to get better at advertising 

  1. If you realized that how you show up as a client was the most significant factor in getting better advertising, do you think you would show up differently? If so, then show up right. 
  2. Are you one of your agency’s favorite clients? Bring a positive spirit that inspires everyone to want to work on your brand and never treat them like they have to work on your business.
  3. Do you stay focused on one target, one strategy, one benefit behind one brand idea? Avoid the “just in case list” where you add “one more thing.” The best advertising is like a bullhorn in a crowd. The worst advertising is like a cluttered bulletin board where you can’t read anything.
  4. When building a creative brief or providing feedback, do you resist the temptation to provide your own creative ideas or recommend changes? When you are dealing with an expert, give them your problems, not your solutions.
  5. Are you the type of brand leader who is willing to fight anyone in the way of great work? Even your boss? When you do, you will start to see everyone on the team fight for you. 
  6. Do you resist temptation in approving advertising that is “just OK” and “feels safe”? What signal do you think it sends everyone involved? You have to LOVE your advertising, and you should never settle for OK. 

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

How to lead the creative advertising process

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:

 

To learn more about this type of thinking, you should explore my new book, Beloved Brands.

With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.

You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

Beloved Brands book

To order the e-book version or the paperback version from Amazon, click on this link: https://lnkd.in/eF-mYPe

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

And if you are in India, you can use this link to order: https://lnkd.in/gDA5Aiw

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.

We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.

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 brand 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.

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.

Our brand playbook methodology will challenge you to unlock future growth for your brand

  1. Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
  2. Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
  3. Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
  4. Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
  5. Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
  6. Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.

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

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

You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

How to lead the creative advertising process

Posted on Posted in How to Guide for Marketers

Brand leaders must be able to inspire, challenge, question, direct and decide, throughout the creative advertising process. If you knew that being a better advertising client would result in better work, would you do it? As we engage experts, the respect we show can either inspire greatness or crush their creative spirit. Being better at all elements of marketing is something you can learn through a combination of marketing training and on-the-job experience.

Leading the creative advertising process: 

Advertising Process

 

1. Strategy pre-work

The brand positioning and brand plan homework make it easier to write a great creative brief. Go deep on finding the consumer insights and consumer enemy, understand the brand positioning, and brand idea. In your brand plan, make sure you write a tightly focused brand communications plan. Only after you have done your homework should you take a pen to the creative brief.

2. Focused creative brief

Sit with your agency and turn your homework into a creative brief. Debate every point. Keep it focused. Think of the brief like creating a strategic box the ad must play within. The brief must have one objective, a tightly defined target market with rich consumer insights, one crystal clear desired consumer response of whether you want consumers to see, think, feel or do, and one main message you know will motivate the consumer target to respond positively. For added confidence, lay out your brand positioning into a brand concept you can test and validate with consumers.

3. Creative expectations

Just after signing off on the brief, request an informal meeting with the creative team to help convey your vision, passion, strategy, and needs. An informal meeting is your first chance to inspire the team and begin the push for great work. It always surprises me that the first time most marketers meet their creative team is at the first creative meeting, which is usually three weeks after the creative team has started to work on your brand. That is crazy. It seems like an old-school way for the account team to control both the client and creative team, keeping them at arm’s length. I believe the best advertising comes from a highly personal relationship with your creative team.

4. Tissue session

When you have an entirely new campaign or you’re working on a high-risk campaign, you should ask to hold an informal tissue session where the creative team presents roughed out conceptual ideas, usually with hand-drawn visuals, with a simple headline and description of a story. This meeting is an excellent chance to get your hands dirty, understand where the team wants to go, either encouraging them to further explore some ideas or talk about how some ideas might not fit. You get to see behind the creative curtain. Do not abuse this privilege by adding your own ideas to the mix. Focus on big ideas and use the meeting to inspire and push for better.

5. Creative meeting

How you show up at the first creative meeting is crucial to the entire project. You are now on the “hot seat,” and you should feel the pressure. You are being judged as much as you think you are there to judge the work. Think of the first creative meeting like a first date. I have seen the relationship fizzle within seconds. Be on your best behavior. Stay positive and focus on big-picture decisions. Give direction and make decisions. Stop thinking that your job is to fix or change the ads you see. Do not get too wrapped up in small details, as there remains plenty of time to keep working on those details. Use your feedback to inspire the team.

6. Feedback memo

Work it out with the agency ahead of time that you will give a feedback memo 48 hours after the creative meeting. This memo is your chance to gather your thoughts, balancing your creative instincts with your strategic thinking. The memo should clarify details you did not have a chance to talk about in the creative meeting. Where you are stuck, frame it as a problem, but avoid giving your specific solutions. Use the memo as a chance to create a new box for the creative team, an evolution from the box you created with the creative brief. Give them your problems, not your solutions.

7. Advertising testing

The use of ad testing depends on timing, budget, or degree of risk. Where you have a new major campaign, test the ideas you feel have the best chance to express your brand positioning, communicate the main benefit, break through the clutter, and motivate consumers to purchase. You can use qualitative focus group feedback to help confirm your instincts, or quantitative testing to replicate and predict how it may do in the market. I am a big believer that you should only use ad testing to confirm your pick, never to make your decision. Choose in your mind, what you think is the best ad. In case the results are close, go with your gut and select the one you chose before the test.

8. Gain approval

It is essential to keep your boss aware at every stage. Use your first meeting with your boss to state your vision for the project. Through each update meeting, keep your boss aligned with every decision. However, you always need to sell-in the ad! With every great ad I ever made, there were many resistors. However, with every possible bad ad on the table, I seemed to be the only resistor, who was trying not to make it. Own your vision, own your favorite ad, and find a way to make it happen.

9. Production

The production process can be a very complicated element of the project. Remember, you have zero expertise in any production area. Do not even pretend you do. Your main role is to deliver as close to the original script that was approved while managing the tone to ensure it fits your brand. During the shoot, try to get more options than you need, just in case, as it may look different in the final edit room.

10. Post-production

As you move to the post-production stage, you become even less of an expert. Many clients decide to stay close to their agency account person. I believe you should talk directly with every expert (editors) you work with. A personal approach will enable you to get the most out of each of the experts. Your greatness happens through their greatness.

 

You will find this type of thinking in my book, Beloved Brands.

Beloved Brands Book

I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.

Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a marketing plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

  • How to think strategically
  • Write a brand positioning statement
  • Come up with a brand idea
  • Write a brand plan everyone can follow
  • Write an inspiring creative brief
  • Make decisions on marketing execution
  • Conduct a deep-dive business review
  • Learn finance 101 for marketers

Available on Amazon, Apple Books or Kobo

We have the paperback and e-book version on Amazon. Click here to order: https://lnkd.in/eF-mYPe  

We are also on Apple Books, which you can click here to order: https://lnkd.in/e6UFisF

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.

🎈Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.

🎈 Build a marketing plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth

🎈Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey

🎈Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan

🎈Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.

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

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

You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.

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

Graham Robertson signature

 

 

 

 

 

 

 

 

 

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

What do you think of the new Diet Coke logo and packaging?

Posted on Posted in Beloved Brands in the Market

diet cokeThe new Diet Coke package design is certainly colorful but the strategy behind the package seems confusing. The simplest test that I always do with logo design or even print ads. Take a step back and ask “What’s the first thing you see?”  I see the word “Coke”. I see it on the traditional Coke red background.

What’s the second thing you see?  I see multiple colors. And I think, aren’t a few of those formerly failed flavors from the past few decades?

What’s the third thing you see?  I see weird little drawings along the bottom of the can, that I’m not sure what those are?  If you force me to look, maybe I will. Why is the cherry flavor in purple, and not red? You have to look at your execution as though you are a consumer.

What I haven’t seen yet, is the word “Diet”. Hmmm. Oh, there it is, very small, sideways and in a script that’s hard to read. Why are you hiding the word Diet, when your brand name is DIET COKE?

Is Diet Coke a brand itself, or is it part of a master brand?

diet cokeI know a few years ago, Coke tried to make all the packaging look the same, so that it looked like one big family, with most of the can using the big Coca Cola red logo. It was done in a test market and failed miserably. But it showed you the strategic mindset.

Coke needs to face that carbonated beverages are in sharp decline

diet cokeThis decline has to change your strategy. While Coke and Pepsi have been in a share dog fight for the last 50 years, that fight is now a fight for survival. With both Coke and Pepsi stretched across legacy success stories of the original, diet and zero/max sub-brands, and stretched across legacy success flavors, the reality is that the consumer mind space and retailer shelf space will eventually collapse.

The only remaining strategy is to beat each other.

It reminds me of that great mythology story about two hunters bedded down at their campfire and were about to fall asleep when a giant bear loomed in front of them. One hunter rushed to put on his sneakers. The other said, “What good will that do? You will never outrun that bear.” The first one said, “I am not worried about outrunning the bear. All I have to do is outrun you!”

That’s where the Coke brand is right now. All they have to do for the decade is outrun Pepsi. Don’t over think some of the things you are currently over-thinking.

  • Diet Coke is a brand, not a sub brand. Launched in 1981, it was treated as though it were its own brand from day one. Why try to change that now, especially as you face a declining category? Use the separate Diet Coke brand to your advantage to squeeze out Pepsi.
  • I know the word “diet” might not fit our modern day “organic” and “low carb” words. But “Diet Coke” means more to consumers than the word diet. Maybe you should have called it Coke Light like Europe does. But it is what it is. Don’t over think it.
  • Those look like cute flavor choices, but launching four new flavors at once is crazy. Your retailers will likely take one or two. Also, launching four at once just spreads your sales across the four flavors so that none of them will generate high enough sales to hit a threshold of success.

So I guess I don’t like the strategy, the naming or the design. What do you think?

To learn more about how to judge advertising that works, here is our Marketing Execution workshop we run to help train Brand Leaders:

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 

 

 

 

 

 

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20 thought starters to challenge brand managers to be better

Posted on Posted in How to Guide for Marketers

Here are twenty simple messages to provoke and challenge your thinking as a brand manager.

  1. Consumer Insight comes to life when it’s told in such a captivating way that makes people stop and say “hmm, I thought I was the only one who felt like that.:20 thought starters
  2. Can you explain your brand (or your personal brand) in 7 seconds, 2 minutes and 30 minutes? You should be able to organize your thinking.
  3. Strategic Thinkers see “what if” questions before they see solutions. They map out a range of decision trees that intersect and connect by imagining how events will play out. Moreover, they reflect and plan before they act. They are thinkers and planning who can see connections. Instinctual Thinkers see answers before questions. They get to answers quickly, and get frustrated in delays. They believe doing something is better than doing nothing at all. Instinctual thinkers opt for action over thinking. They are impulsive and doers who see tasks. They get frustrated by strategic thinkers.
  4. Learn to change your brain speeds, knowing when to go slow and when to go fast. Think slowly with strategy. Think quickly with instincts.
  5. The role of BRAND is to create a bond, power, and profit, beyond what the product itself could achieve. In fact, we only have brands, if we think we can make more money from the brand than just the product alone. The really is no other reason.
  6. The more loved a brand is by consumers, the more, the more powerful and profitable that brand can be.
  7. Halfway between the exactness of Science and the unknown of Art lies the power of an IDEA that can bring them together”
  8. The best brands are either different, better or cheaper. Or else, not around for very long. Do you know what your brand is?
  9. Consumers don’t care what you do until you care what they want. Instead of just yelling what you do, put yourself in the consumers’ shoes and ask yourself  “so what do get?” and then ask “so how does that make me feel?” This turns product features into consumer benefits, both functional and emotional. 
  10. The power of three helps provide focus. If your brand only has 3 strategies and each strategy only has 3 tactics, then you should be able to do an amazing job on all 9. Much better than 5 strategies times 5 tactics and 25 things. I would bet that my 9 would beat your 25 any day.
  11. The better your people, the better the work, the better the business results. So then, are you doing enough to make your people better? Invest in training your people.
  12. Ask your people at every stage “Do you love it?” and watch their eyes to see if they tell the truth. Because, if you don’t love the work, how do you expect your consumer to love your brand?
  13. A beloved brand uses the love consumers have for the brand to replicate the positional power of a Monopoly. And from that power, the Beloved Brand drives stronger growth and higher profits.
  14. Smart media plans start with understanding where the customer is, not where the media is.
  15. Analytical stories get decision-makers to “what do you think” stage Analysis turns fact into insight and data breaks form the story that sets up strategic choices.
  16. If you knew that being a better client would get you better advertising, do you think you’d be able to show up better?
  17. If you aren’t talented enough to come up with an ad in the first place, then why are you now talented enough to do something even harder: change the ad. Instead of telling the creative team your changes, I’d rather you give the creative team your problem with the ad, and let them figure out it rather than your solution for the ad and let them feel demoralized.
  18. Creative advertising people are problem solvers, not blue sky thinkers. So give them a problem, not a blank page. They are “in the box” thinkers not “out of the” box thinkers. Use your brief to put them in a box and your creative direction to put them in a new box.
  19. The classic flaw of Brand Plans is having both penetration and Usage frequency. Penetration Strategy gets someone with very little experience with your brand to likely consider dropping their current brand to try you once and see if they like it. Usage Frequency Strategy gets someone who knows your brand to change their behavior in relation to your brand, either changing their current life routine or substituting your brand into a higher share of the occasions. Trying to do both at the same time will destroy your plan.
  20. We control more than we think we do. But just like in sports, the most competitive weapon we have is the creation of time and space. The most competitive brands act quickly, before others do and create a space around themselves that they own, through reputation, and are free from attack.

You will find this type of thinking in my book, Beloved Brands.

Beloved Brands Book

I wrote my book, Beloved Brands, as the playbook for how to build a brand your consumers will love.

Beloved Brands has everything you need to run your brand. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a marketing plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.

  • How to think strategically
  • Write a brand positioning statement
  • Come up with a brand idea
  • Write a brand plan everyone can follow
  • Write an inspiring creative brief
  • Make decisions on marketing execution
  • Conduct a deep-dive business review
  • Learn finance 101 for marketers

Available on Amazon, Apple Books or Kobo

We have the paperback and e-book version on Amazon. Click here to order: https://lnkd.in/eF-mYPe  

We are also on Apple Books, which you can click here to order: https://lnkd.in/e6UFisF

If you use Kobo, you can find Beloved Brands in over 30 markets using this link: https://lnkd.in/g7SzEh4

At Beloved Brands, we help build brands that consumers love and we make brand leaders smarter.

🎈Help create a brand positioning statement that motivates consumers to buy, and gives your brand an ownable competitive advantage.

🎈 Build a marketing plan that forces smart focused decisions to help organize, steer, and inspire your team towards higher growth

🎈Align your marketing execution behind a brand idea that tightens our bond with consumers and moves them through their buying journey

🎈Use a deep-dive 360-degree assessment of your brand’s performance to trigger richer thinking before you write your brand plan

🎈Our brand training program will help realize the full potential of your brand leaders, so they are ready to grow your brand.

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

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

You have my personal promise to help you solve your brand building challenges. Above all, I will give you new thinking, so you can unlock future growth for your brand.

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

Graham Robertson signature

 

 

 

 

 

 

 

 

 

 

 

How to build your marketing career behind your core strength

Posted on Posted in How to Guide for Marketers

Just like a brand, we each bring a core strength as a marketing leader. It may be based on your natural skills, your leader behaviors or the experiences you have had in your past. It can also be impacted by where your passion lies. You should map out the future of your marketing career based on your core strength, whether that is running the business, marketing execution, strategic thinking or people leadership.

One of the toughest question I ask is to pick your #1 strength as a Marketer from these four potential choices:

  • You like running the business and managing products
  • You have a passion for marketing execution
  • Strategic thinker, writes strong Brand Plans
  • Leader of leaders, gets the best out of others

I know it must be a tough question, because everyone refuses to pick just one. Even if you are well-rounded, explore what might rise or fall based on skills, feedback, success, passion, or interest. While you have been trained and have learned to be a generalist, it might be time to re-focus on a specific strength.

Let’s take it a step further. Here’s a game you can play to force your thinking. Look below at the diagram. You have 4 chips. You have to put one on the highest strength, two on the medium and force one to be at the lowest.

Marketing Career Core Strength

If you still say, “I’m pretty good at all 4” then push yourself, I might not believe you. No one is equally great at all four. I want you to know what you are best at. As you make your next move, each choice may lead you to 4 different career choices.

If you like running the business, your career choices could be Product Management, Private Equity or New Industries. If you are into the Marketing Execution, you should explore switching to an Agency role, maybe a brainstorming ideation leader or become a Subject Matter Expert. And, if you are a Strategic Thinker, you could move into becoming a Consultant, Professor or go into a Global role. Finally, if you feel your strength is on the people leadership side, you can keep moving up to GM, explore the Entrepreneur world or become a Personal Coach.

When your strength is running the business

You’re naturally a business leader, who enjoys the thrill of hitting the numbers–financial or share goals. In Myers Briggs, you might be an ENTJ/INTJ (introvert/extrovert, intuition, thinking, judgment) the “field general” who brings the intuitive logic and quick judgment to make decisions quickly to capitalize on business opportunity. Marketing Career Core Strength
You like product innovation side more than advertising. You are fundamentally sound in the core elements of running a business—forecasting, analytics, finance, distribution—working each functional areas to the benefit of the products. And, you may have gaps in creativity or people leadership, but you are comfortable giving freedom to your agencies or team to handle the creative execution.

My recommendation is to stay within Product Management as long as you can. If you find roadblocks in your current industry, consider new verticals before you venture into new career choices. You should consider running businesses on behalf of Private Equity firms or venture into Entrepreneurship, where you can leverage your core strength of running a business.

When your biggest strength is Marketing Execution

You are the type of Brand Leader who is highly creative and connects more to ideas and insights than strict facts and tight business decisions. And, you likely believe facts can guide you but never decide for you. You are high on perception, allowing ambiguous ideas to breathe before closing down on them. You respect the creative process and creative people. Moreover, you are intuitive in deciding what is a good or bad idea. You may have gaps in the areas of organizational leadership or strategy development that hurts you from becoming a senior leader. You likely see answers before questions and frustrated by delays.

Marketing Career Core StrengthStaying in the Marketing area, you may end up limited in moving beyond an executional role. You may be frustrated in roles that would limit your creativity. Moving into a Director level role could set you up for failure. Look to grab a subject matter expert type role in an internal advertising, media, innovation role or merchandising.

Going forward beyond Marketing, consider switching to the Agency side or Consult on a subject-matter expertise (Innovation, Marketing Communication or Public Relations) to build on your strengths.

When you are naturally a strategic thinker

You enjoy the planning more than the execution. You might fall into the INTP, where you’re still using logic and intuition, stronger at the thinking that helps frame the key issues and strategies than making the business decisions. The introvert side would also suggest that your energy comes from what’s going on in your brain, than externally. An honest assessment would suggest that managing and directing the work of others is likely not be a strength.Marketing Career Core Strength

If you stay within the marketing industry, you would be very strong in a Global Brand role, General Management or even a Strategic Planning role. You need to either partner with someone who is strong at Marketing Execution or build a strong team of business leaders beneath you.

Going outside, you would enjoy Consulting and thought leadership which could turn into either an academic or professional development type roles. Continue building your thought leadership to carve out a specific perspective or reputation where you can monetize.

When your biggest strength is leading people

You find a natural strength in leading others. You are skilled in getting the most from someone’s potential. And, you are good at conflict resolution, providing feedback, inspiring/motivation and career management of others. You are a natural extrovert and get your energy from seeing others on your team succeed. As you move up, you should surround yourself with people who counter your gaps–whether that is on strategy or Marketing Execution.

Marketing Career Core StrengthIf you find yourself better at Management than Marketing, and you should pursue a General Management role where you become a leader of leaders. You would benefit from a cross functional shift into sales or operations to gain various perspectives of the business enable you to take on a general management role in the future.

After you hit your peak within the corporate world, consider careers such as Executive Coaching where the focus remains on guiding people.

Be honest with your future marketing career, to take full advantage of your core strength

To challenge your thinking with your marketing career, here is our presentation

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 bio

McDonald’s service hits rock bottom in drive thru ratings

Posted on Posted in Beloved Brands in the Market

McDonald’s was founded on the basis of customer service.

Ray Kroc, the original McDonald’s CEO put huge emphasis on a customer first mentality: “McDonald’s is a people business, and that smile on that counter girl’s face when she takes your order is a vital part of our image.” That seems to be lost in this generation of leaders at McDonald’s. 

In a recent study by QSR magazine on the attributes of customer service through the drive-thru window, McDonald’s finished rock bottom on attributes linked to friendliness. I always believe “manners and smiles are free”, when the reality is they need to be embedded within the culture of the organization. They are hard work.

When it comes to smiling, McDonald’s finishes last at 62%, almost 30% lower than Chick-Fil-A. 

And when it comes to saying “Thank You” McDonald’s also finishes rock bottom with only 78% of occasions compared to 95% for Chick-Fil-A. 

Chick-Fil-A is the gold standard on service when it comes to drive thru. They believe that employees are the company’s “secret recipe,” and the drive-thru strategy is designed around people as much as it is technology and systems. “It’s all about speed and accuracy, but we know our customers appreciate that we can be nice while being fast and accurate. Eye contact and smiling go a long way in the drive-thru experience.”

McDonald's Service level

Even on speed of service, McDonald’s now finishes mid pack. Wendy’s is the leader in speed, about 45 seconds faster on average. A quote from Wendy’s on the drive thru service says the fast service is the result of the company tirelessly tracking line times and optimizing the layout of the kitchens:  “Customers visit the drive thru due to its convenience, so we strive to meet that expectation every day, every customer.

McDonald’s service might just get worse, not better

McDonald’s have stated that they are going to invest billions in 2017 to revamp their entire kitchens to be able to serve high quality and fresh meat in their hamburgers. Wow. I am big fan of Five Guys, In-N-Out burger, Shake Shack and Big Smoke burgers. But, they are never fast. They each say they won’t start cooking your burger until you order it. At Five Guys, you can see them even pull the burger out and placed on the grill. The one big difference is that Five Guys basically only serve burgers. What will happen to the McDonald’s drive thru if I just want a coffee, yet have to sit behind 9 people ordering fresh burgers. It just won’t work.

How do you communicate your brand story internally?

With most brands I meet up with, I ask “What is the Big Idea behind your brand?” I rarely get a great answer. When I ask a Leadership Team, I normally get a variety answers. When I ask the most far-reaching sales reps, the scientists in the lab or their retailer partners, the answers get worse. That is not healthy. Everyone who touches that brand should be able to explain what it stands for in seven seconds, sixty seconds, thirty minutes or at every consumer touch-point. They should always be delivering the same message. There are too many Brands where what gets said to the consumer is different from what gets said inside the corporate walls. The Big Idea must organize the culture to ensure everyone who is tasked to meet the needs of both consumers and customers, whether they are in HR, product development, finance, operations and experience delivery teams, must all know their role in delivering the Big Idea.

Too many brands believe brand messaging is something that Advertising does. The more focus we put on delivering an amazing consumer experience, the more we need to make sure the external and internal brand story are aligned. It should be the Big Idea that drives that story. Every communication to employees, whether in a town-hall speech, simple memo or celebration should touch upon the brand values that flow from the Big Idea, highlighting examples when employees have delivered on a certain brand value.

brand culture

The Big Idea Should Drive The Culture

Brand Management was originally built on a hub-and-spoke system, with the Brand Manager expected to sit right in the middle of the organization, helping drive everything and everyone around the Brand. However, it should actually be the brand’s Big Idea that sits at the center, with everyone connected to the brand expected to understand and deliver the idea. Aligning the brand with the culture is essential to the long-term success of the brand. The best brands look to the overall culture as an asset that helps create a powerful consumer experience. The expected behaviors of the operations team behind the consumer experience should flow out of the brand values that flow from the big idea. These values act as guideposts to ensure that the behavior of everyone in the organization is set to deliver the brand’s promise.

 

Here’s a powerpoint presentation on how to define your brand, including the benefit cluster tool.

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

Graham Robertson Bio Brand Training Coach Consultant