Don’t be one of these 10 worst types of Advertising clients

Posted on Posted in How to Guide for Marketers

They say clients get the work they deserve. If you knew that being a better client would get you better Advertising, could you show up better? Would you actually show up better? There’s a reason why there are so many Agency Reviews: clients can’t really fire themselves. However, if you fire your current Agency and then you don’t show up better to the new Agency, they will be doomed to fail from the start. And the cycle will continue.

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I believe that most Brand Leaders under-estimate their role in getting great advertising creative. I have seen OK agencies make great work for an amazing client. I have also seen the best agencies fail dramatically for a bad client. My conclusion: the client matters more than anyone else, as they hold the power in either enabling or restricting impactful advertising from happening. Great clients communicate their desires with passion to inspire their Agency; they hold everyone accountable to the strategy and stay open to explore new solutions through creativity. Great clients are wiling to stake their reputation on great work. If you knew that being a better client would get you better work, do you think you could show up better?

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The 10 worst types of Advertising clients

#1: Clients who say: “You’re The Expert”

While intended to be a compliment to the Agency, it is actually a total cop-out by the client!  You really just give the agency enough rope to hang themselves. As a Brand Leader, you play a major role in the process.  You have to be engaged in every stage of the process and in the work. Bring your knowledge of the brand, make clear decisions and steer the work towards greatness.  

#2:  Clients who say: “I never Liked the Brief”

These passive-aggressive clients are usually insecure about their own abilities in the advertising space.  They keep firing their agency instead of taking ownership, because it is easier to fire the agency than fire yourself. A great Brand Leader never approves work they don’t love. If you don’t love the work, then how do you expect the consumer to love your brand? As the decision maker, you can never cop-out, and you never have the right to say “I never liked…”

#3:  Clients who have a Jekyll & Hyde personality

When Brand Leaders bring major mood swings to the Ad process, it is very hard for the agency. While clients are “rational” people, agencies are emotional and prone to your mood swings. monster_boss_at_conference_table_1600_clr_14572The worst thing that could happen is when your mood swing alters the work and you end up going into a direction you never intended to go, just based on a bad day you had. The best Brand Leaders stay consistent so that everyone knows exactly who they are dealing with.   

#4:  The Constant “Bad Mood” client

I have seen clients bring their death stare to creative meetings where hilarious scripts are presented to a room of fear and utter silence. The best Brand Leaders should strive to be their agency’s favorite client. For an odd reason, no one ever thinks that way. Advertising should be fun. If you are having fun, then so will your consumer.

#5:  Pleasing the mysterious “boss” who is not in the room

When the real decision maker is not in the room, everyone guesses what might please that decision maker. As a Brand Leader, you have to make decisions that you think are the right thing, not what your boss might say. Make the ad you want and then find a way to gain alignment and approval from your boss. And if you are the boss who is not in the room, let the creative process unfold and hope that it pleasantly surprises you. 

#6:  The dictator client

The best ads “make the brand feel different”. If we knew the answer before the process started, the ads would never be different, would they? When a Brand Leader comes in with the exact ad in mind, then it’s not really a creative process, it just becomes an order taking process. When you TELL the agency what to do, there is only one answer:  YES. But when you ASK the agency what you should do, there are many answers. When they come back to you with many, it makes your job of selecting the best, much easier. Revel in the ambiguity of the process, let the work happen.

#7:  The long list of Mandatories client

Clients who put 5-10 mandatories on the brief forces the agency to figure out your needs instead of the advertising problem. You end up with a Frankenstein. I have seen briefs that say no comedy, must use Snookie, setting must be a pharmacy, put our new lemon flavor in the ad, must include a demo. My challenge to Brand Leaders is that if you write an amazing creative brief, you won’t need any mandatories at all.

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#8:  The kitchen sink client

The “just in case” clients who want to speak to everyone with everything they can possibly say. If you put everything in your ad, you just force the consumer to make the decision on what’s most important. Consumers now see 7,000 brand messages every day, yet only engage in a handful each day. When you try to be everything to everyone, you end up nothing to anyone.

#9: The client who keeps changing their mind

Advertising is best when driven by a sound process, with enough time to develop ideas against a tight strategy. Think of it as creativity within a box. However, clients that keep changing the box will never see the best creative work. The best Brand Leaders control the brand strategy and give freedom on the execution.

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#10:  The Scientist client

Some clients think THERE IS AN ANSWER. The world of SEO and Digital tracking and advertising testing seems to be encouraging this mindset more than ever. Where you might think “precision”, I see navel gazing. Be careful giving up your instincts to the analytics. You might miss the blue-sky big picture or the freight train about to run you over. As a Brand Leader, you can’t always have THE answer. Too much in marketing eliminates risk, rather than encourages risk taking.  That might help you sleep better, but you’ll dream less. Revel in the ambiguity of the process. It is ok to know exactly what you want. Just not until you see it.

 

Being a better client is something you can learn.

Advertising takes experience, practice, leadership and a willingness to adjust. Ask for advice. Watch others who are great. Never give your Agency new solutions, just give them new problems. Inspire greatness from your Agency; yet never be afraid to challenge them for better work. They would prefer to be pushed rather than held back. Be your agency’s favorite clients, so the agency team wants to work on your brand, not just because they were assigned to work on your business. Think with strategy. Act with instincts. Follow your passion. Be the champion who fights for great work even if you have to fight with your boss. Make work that you love, because if you don’t love the work, how do you ever expect the consumer to love your brand?

Below is a presentation for a training workshop that we run on getting Better Marketing Execution, whether that is through traditional Advertising, social, digital, search, event, retail stores and public relations. 

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. custom_business_card_pile_15837We 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.

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It is better to do a “mini” Creative Brief than no brief at all

Posted on Posted in How to Guide for Marketers

Marketing Execution is moving faster than ever

With the advent of new media options such as social, digital and search media, the list of tactics is longer than ever. Opportunities come to brand leaders needing quick decisions and even faster execution. Brand Managers are running like crazy to get everything done. Speed, speed, speed. Quick phone calls with the agencies and emails to keep everything moving along. So many times I’m seeing teams spinning around in circles of execution and I ask to see the brief and the answer is quickly becoming “Oh we didn’t have time to do a creative brief”. You always need to take the time to write it down.

Elements of communication strategy

First off, as part of your brand plan process, I would hope that every brand has the discipline to do an advertising strategy that should answer the following seven key questions.

  1. Who is in the consumer target? (Target)

  2. What are we are selling? (Benefit)

  3. Why should they believe us? (Support)

  4. What’s the long range feeling the brand evokes? (Big Idea/Brand Soul)

  5. What do we want the advertising to do for the brand? (Strategic Choices)

  6. What do want people to think, feel or do? (Desired Response)

  7. Where will you deliver the message? (Media Plan)

Once you have these seven questions answered you should be able to populate and come to a main creative brief. To read more about writing a full creative brief follow this link:  How to Write an Effective Creative Brief

Back when brands only did TV and a secondary medium, life was easier. Brand Leaders would spend months on a brief and then a few more months making the TV ads. The brief was approved everywhere, right up to the VP or President level. But now the problem is you need to get something out by 1pm. And you end running around like a chicken with your head chopped off, so you decide that to save some time, you will just wing it over the phone with no brief. It is only a Facebook page, a digital display ad going down the side of the weather network or some twitter campaign. Who needs a brief.

No matter how fast you have to go, you should always have a brief. And to accommodate the need for speed, we came up with the MINI creative brief.

The Mini Creative Brief

Focusing on the most important elements of the brief, you must have:

  • Objective: What do we hope to accomplish, what part of the brand strategy will this program. Focus on only one objective.
  • Target:  Who is the intended target audience we want to move to take action against the objective? Keep it a very tight definition.
  • Insight:  What is the one thing we know about the consumer that will impact this program. For this mini brief, only put the most relevant insight to help frame the consumer.
  • Desired Response: What do we want consumers to think, feel or do? Only pick one of these.
  • Stimulus: What’s the most powerful thing you can say to get the response you want.

Going too fast sometimes takes too long

If you choose to do it over the phone, you are relying on the Account Manager to take notes and then explain it to the creative team. Hours or days later when they come back with the options, how would you remember what you wanted.  If you have a well-written communications plan, this Mini Brief should take you anywhere from 30-60 minutes to write this. The Mini Brief will keep your own management team aligned to your intentions, as well as give a very focused request of the creative team. When you need to gain approval for the creative, you will be able to sell it in to management with Mini Brief providing the context.

Pressed for time? Next time, try using the mini brief

 

To read more on Creative Briefs, follow this step-by-step presentation that we use for training.

 

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. 

Before you fire your Agency…

Posted on Posted in How to Guide for Marketers

Article that we wrote for Marketing Magazine Marketing Magazine link

firedThey say clients get the work they deserve. If you knew being a better client would get you better advertising, could you show up better? Would you actually show up better? There’s a reason why there are so many agency reviews: clients can’t really fire themselves. However, if you fire your current agency and then you don’t show up better to the new agency, they will be doomed to fail from the start. And the cycle will continue.

The role of the client matters.

I have seen so-so agencies make great work for an amazing client. I have also seen the best agencies fail dramatically for a bad client. My conclusion: The client matters more than anyone else, as they hold the power in either enabling or restricting impactful advertising from happening.

I have always reminded myself that we never really do anything. We don’t make the product, sell the product or create the ads. Yet, we touch everything and we make every decision. Our greatness has to come from leading the experts we engage, so that they reach for their own greatness and apply it on our brand. Great clients communicate their desires with passion to inspire their agency; they hold everyone accountable to the strategy and stay open to explore new solutions through creativity. Great clients are wiling to stake their reputation on great work.

Here’s how to show up better as a client:

  • Narrow your focus with a tight target: Some brand leaders want options to help make decisions. The problem is that clients write such a wide creative brief that it creates room for strategic options, when really the brand leader just wanted creative options. Instead, have one main message and one objective. Keep your list of mandatories to a bare minimum. Do your strategic homework before you write the brief. Start with the consumer and bring their story to life using insights that will make consumers say, “That’s me.” Knowing you have the right strategy will give you more conviction to decide on the right creative expression of that strategy. The smaller the brief, the bigger the ideas.
  • Allow creativity to unfold: 7e11158d-971e-4d29-80fa-cb27b96f0ebe-originalWhen you write a tangled weave of mandatories in the brief that almost writes the ad itself, the agency feels trapped and unable to do anything surprising or spectacular. Don’t use every meeting to steer towards the type of advertising you want to see, while being outspoken against the type of work you don’t want to see. Let the agency take charge of writing the brief. You can still debate every word, always knowing if you hold the power of decision, you don’t need to hold the pen as well. In meetings, show you are open to new solutions. It is okay to know exactly what you want, but you should never know until the moment you see it. Think of advertising like the perfect gift you never thought to buy yourself. As the leader, you always hold the final power of the decision. You will be even more powerful if you never have to use it.
  • Lead with passion: There is no mathematical pathway to choosing the best advertising based on a winning score. Great advertising has to balance the art and science, using both your creative instincts and strategic mind. You need to, be willing to fight to make the best work happen and put all of your energy into making the work spectacular. Do not use the logic of research to choose your path, but to confirm the choice you are dying to make.

Being a better client is something you can learn. Advertising takes experience, practice, leadership and a willingness to adjust. Ask for advice. Watch others who are great. Never give your agency new solutions, just give them new problems. Inspire greatness from your agency; yet never be afraid to challenge them for better work. They would prefer to be pushed rather than held back. Be your agency’s favourite client, so the agency team wants to work on your brand, not just because they were assigned to work on your business. Be the champion who fights for great work even if you have to fight with your boss.

Once you show up better, you might find your agency shows up better. Together, you will make amazing work.

 

Do you want to realize your full potential in Brand Management?  We can help you.

Read more on how to utilize our Brand Leadership Learning Center where you will receive training in all aspects of marketing whether that’s strategic thinking, brand plans, creative briefs, brand positioning, analytical skills or how to judge advertising.  We can customize a program that is right for you or your team.  We can work in person, over the phone or through Skype.  Ask us how we can help you

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. 

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How to be a great Brand Leader: Do absolutely nothing

Posted on 2 CommentsPosted in How to Guide for Marketers

To inspire greatness from your experts, give them your problems to solve. Never your solutions.

Article that we wrote for Advertising Age.

Very early on in my brand management career, I was at a dinner party with my in-laws, who began to grill me on what I did for a living. Brand management has never been easy to explain to those outside the industry. “So, are you the guy who comes up with the funny ads? No. Ad-AgeAre you the guy who designs the cool new products? No.” After about 10 failed questions, they finally said, “So what do you do?” And I said “Nothing. I don’t really do anything. But I’m good at it.” They laughed, but they were likely scared that their daughter was marrying someone doomed to fail.

Remember when George from Seinfeld said, “Jerry, this show is about nothing.” That’s how I felt as a brand manager. Like George, I think what made me really good at my job is that I did nothing. Absolutely nothing. Over my 20 years of brand management, whenever I walked into a meeting, I used to whisper to myself, “You are the least knowledgeable person in the room. Use that to your advantage.”

The power was in the ability to ask clarification questions. When I was in with the scientists — following my C+ in tenth-grade chemistry — I was about as smart as the consumers I represented. I needed to make sure all the science was easy to explain. With my ad agencies, I finally figured out that I never had to solve problems. I just gave them my problems to solve. It became like therapy. Plus, with six years of business school — without one art class — what do I know about art? I was smart enough to know that I needed to make the most out of the experts I was paying.

While we don’t make the product, we don’t sell the product or create the ads, we do touch everything that goes into the marketplace and we make every decision. All of our work is done through other people. Our greatness as a brand leader has to come from the experts we engage, so they will be inspired to reach for their own greatness and apply it to our brand. Brand management has been built on a hub-and-spoke system, with a team of experts surrounding the generalist brand leader.

BBI Creds Deck 2016.002When I see brand managers of today doing stuff, I feel sorry for them. They are lost. I just saw that the CEO of Uber designed his own logo. Doesn’t he have better things to do? Brand leaders are not designed to be experts in marketing communications, experts in product innovation, or experts in selling the product. They are trained to be generalists — knowing enough to make decisions, but not enough to actually do the work.

Fifteen years ago, ad agencies broke apart the creative and the media departments into separate agencies, forcing the brand leader to step in and be the referee on key decisions. Right after that, the explosion of new digital media options that mainstream agencies were not ready to handle forced the brand leader to take another step in.

With the increasing speed of social media, brand leaders have taken one more step in. Three steps in, and brand leaders can’t find a way to step back again. Some brand leaders love stepping in too far so they can control the outcome of the creative process. However, if you are now doing all the work, then who is critiquing the work to make sure it fits the strategy? Pretty hard to think and do at the same time.

Brand leaders need to take a step back and let the creativity of execution unfold. I always say that it is okay to know exactly what you want, but you should never know until the moment you see it. As the client, I like to think of marketing execution as the perfect gift that you never thought to buy yourself. How we engage our experts can either inspire greatness or crush the spirit of creativity. From my experience, experts would prefer to be pushed than held back. The last thing experts want is to be asked for their expertise, and then told exactly what to do. There is a fine line between rolling up your sleeves to work alongside the experts and pushing the experts out of the way.

It is time to step back and assume your true role as a brand leader. Trust me, it is a unique skill to be able to inspire, challenge, question, direct and decide, without any expertise at all.

After all, I am an expert in doing nothing.

To read the original article that we wrote for Advertising Age, click on this link

Ad Age Article: How to Be a Great Brand Leader: Do Absolutely Nothing

At Beloved Brands, we lead workshops on everything connected to Brand Management, including 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

 

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How to be successful in the Brand Manager role

Posted on Posted in How to Guide for Marketers

Brand Careers 2016.031Most new brand managers mistakenly think this role is about managing because they finally get a chance to manage a direct report. However, the bigger part of this role is the transition you need to make as you move from do-er to owner. Yes, you’ll get your first change to manage a direct report, but many times that effort can be a distraction from your chance to continue to learn and grow. Many brand managers are disheartened to find out they are a disaster with their first direct report, but I always remind them that they’ll finally get better by the fifth direct report.

Here are the five success factors for Brand Managers:

1. Ownership

A great Brand Manager takes ownership of the brand. Many BMs struggle with the transition from being the helper to being the owner. As you move into the job, you have to get away the idea of having someone hand you a project list. Not only should you have to make the project list, you should come up with the strategies from which the projects fall out of. Brand Careers 2016.049A great Brand Manager talks in ideas in a telling sense, rather then an asking sense. It is great to be asking questions as feelers, but realize that most people are going to be looking to you for decisions. They will be recommending you will be deciding. When managing upwards be careful of asking questions—try to stick to solutions. You just gave up your ownership. Your director wants you to tell them what to do, and debate from there.

2. Strategic direction

A great Brand Manager provides a vision & strategies to match up to. Bring a vision to the brand. Push yourself to a well-articulated 5-10 year brand vision great. But a vision can be as simple as a rallying cry for the team. But you have to let everyone know where you want to go. The strategy that matches up to the vision becomes the road map for how to get there. As the brand owner, you become the steward of the vision and strategy. Everything that is off strategy has to be rejected. Communication of strategy is a key skill. Learn to think in terms of strategic pillars, with 3 different areas to help achieve your overall strategy. Having pillars constantly grounds you strategically, and is an easy way for communicating with the various functions. Each function may only have 1 strategic pillar but seeing how it all fits in is motivating.

3. Managing others
A great Brand Manager spends the effort to make their ABM as good as can be. Most BMs struggle with their first five direct reports. The key is to keep self evaluating and looking for ways to improve with each report. Most BMs struggle to shift from “do-er” to “coach. They think they can do it faster, so they may as well do it. They just become the “super ABM”. Many BMs fail to share the spot light, so it becomes hard to showcase the ABM. But the work of your ABM reflects 100% of how good of a manager you are. ABMs need feedback to get better—both the good and bad. I see to many BMs not giving enough feedback. And so many afraid of “going negative” so the ABM is left in the dark or left thinking they are doing a good job. Great BMs take the time to teach up front, give the ABM some room to try it out and then give hands-on feedback in real time. BBI Creds Deck 2016.002Use weekly meetings to give both positive feedback and address gaps. Brand Mangers should do QUARTERLY sit down performance reviews with their ABMs, who have the capacity to learn faster than annual reviews allows for.

4. Working the system
A great Brand Manager gets what they want and need. The organization is filled with groups, layers, external agencies, with everyone carrying a different set of goals and motivations. You can see how the organization works and appreciating what are are the motivations of various key stakeholders. You then use that knowledge to begin to work the system.You are starting to see key subject matter experts giving you their best. You understand their personal motivations and find a way to tap into those motivations as a way to ask people for their best. It might be an odd step, but from my experience a really motivating step. Very few people ask for “your best”.

5. Dealing with Pressure
A great Brand Manager can handle pressure: ambiguity, results, relationship time. Ambiguity is one of the hardest pressures. As a leader, patience and composure help you sort through the issues. The consequences of not remaining composed are a scared team and choosing quick decisions with bad results. Another big pressure is when the results don’t come in, it can be frustrating. BBI ads for 2015.010Reach for your logic as you re-group. Force yourself to course correct, rather then continuing to repeat and repeat and repeat. Challenge team to “this is when we are needed” You will see pressure in relationships. Be pro-active in making the first move to build a relationship. Try to figure out what motivates and what annoys the person. Understand and reach for common ground, which most times is not that far away. At every level there is time pressure. It is similar to the ambiguity. Be organized, disciplined and work the system so it doesn’t get in your way. Be calm, so you continue to make the right decisions. Use time to your advantage.

The ten reasons that Brand Managers fail:

  1. Struggle to make decisions
  2. Not analytical enough
  3. Can’t get along
  4. Not good with ambiguity
  5. Too slow and stiff
  6. Bad people Manager
  7. Poor communicators, with manager, senior management or partners
  8. Never follow their Instincts
  9. Can’t think strategically or write strategically
  10. They don’t run the brand, they let the brand run them.

The reality is everyone will have 1 or 2 of these potential points, just naturally. You have to use your time as a Brand Manager to work on closing them.  Especially if they come up in your performance review. At the Brand Manager stage, I hope you love the magic of marketing. Let it breathe and let it come to life. It is easy to lose your passion and try to do what your boss wants or do things to make short term numbers so you can get promoted. Those don not really work long term. My advice is do not just do the job, do it with all your passion. If you don’t love the work you do, then what consumer would ever love your brand.

Brand Manager role should be an amazing experience for you. Make the most of it.

At Beloved Brands, we lead workshops on everything connected to Brand Management, including 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

Brand Careers 2016.107

How to manage every consumer touch-point through your brand’s Big Idea

Posted on Posted in How to Guide for Marketers

As a consumer-centric Marketer, I believe that everything has to start and end with the consumer in mind. Another way to phrase that is there is only one source of revenue:  the consumer. At the core of any brand is consistency. If we go back over a hundred years ago, in a much simpler shopping experience, brands came about as a stamp that helped to separate itself from the basic commodity. Before there was Kellogg’s, you could still get cereal but from week to week or from store to store, there was no consistency. With Kellogg’s entry, it really was a statement that leaves consumers knowing that “you can expect these to always be the same”. Those early brands such as Ivory, Kellogg’s or Nestle signaled an expected consistency for the consumer. 

Positioning 2016.053Consumers first connect with a brand’s Big Idea, which should be an outer reflection of the Brand Soul. The role of the Big Idea is to help simplify brand messages that makes it easily understood and remembered. The Big Idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand. The brand’s Big Idea helps to tell project consistency over the first 7 seconds as they notice, the 60 seconds they need to test the idea, the 30 minutes of time they may use to make a decision on buying and over the lifetime of the brand as they experience the brand. To read more on creating a Big Idea for your brand, click on this hyperlink: 

How to use a Big Idea to capture the consumer’s mind and heart

As we map out how consumers buy and experience brands, we have created 5 main consumer touch-points that will impact their decisions on whether to engage, buy, experience and become a fan. Our five consumer touch-points we use are:

  1. Brand Promise: Brands need to create a simple brand promise that separates your brand from competitors, based on being better, different or cheaper.
  2. Brand Story: Use your brand story to motivate consumers to think, feel or act, while beginning to own a reputation in the mind and hearts of consumers.
  3. Innovation: Fundamentally sound product, staying at the forefront of trends and using technology to deliver on your brand promise.
  4. Purchase Moment: The moment of truth as consumers move through the purchase cycle and use channels, messaging, processes to make the final decision.
  5. Brand Experience: Turn the usage of your product into an experience that becomes a ritual and favorite part of their day. 

To ensure a consistency in how consumers view your brand, whether that is the first touch-point or the most recent, all 5 touch-points should be aligned under the brand’s Big Idea.  

Positioning 2016.066

As we start mapping the idea to the five consumer touch-points, we can build the organization around the Big Idea, impacting your brand’s positioning, communication, product development, selling, the operations and the culture that back the organization. With our fictional brand “Gray’s Cookies”, we can see below our Brand Idea Map that takes Gray’s Big Idea of “the best tasting yet guilt-free pleasure” and shows how that works across all 5 of the consumer touch-points. 

Positioning 2016.067

Taking this one step further, the Big Idea should drive every part of your organization. It is my view that R&D, Finance, Planning, Marketing Communication, Sales should all be looking to the Big Idea for guidance. While the Brand Vision is what you want to achieve, the Big Idea is what you want to project.

Positioning 2016.071I was working with a client on the brand positioning and the development of a Big Idea, and the Ad Agency at the table said “let’s take this to our Creative Director and see how well it would execute in the market”. And I said “Sure, but we should also take it to the head of HR, R&D and Sales to see what they think of it”. More and more of the world’s best brands are starting to understand that brand is equally an external and internal story. The best brands are moving from just selling product under their brands to creating experiences that go far beyond the product. Are people only going to Starbucks because of the coffee? Starbucks now goes far beyond coffee. In fact, we see Starbucks as providing a personal moment of escape from a hectic life, between work and home. It’s just as much about the conversation with the barista, the nice leather chairs and the people I might meet as it as about the coffee.

Positioning 2016.070

When it comes time to the Marketing Execution, the Big Idea should guide everything you do, whether that is paid media with advertising, earned media through public relations, social media through Facebook, Twitter or conversations, search media, your home page where you might share information, influence or close the sale, experiential Marketing that brings the brand experience to life and the purchase media that helps manage the consumer towards the purchase moment.  

Positioning 2016.068

The brand’s strategic Big Idea should allow consistent delivery of the brand story with a big creative idea and media execution. Positioning 2016.069

A brand finds equilibrium when the BRAND SOUL, BIG IDEA and REPUTATION are all the same.

Positioning 2016.048

At Beloved Brands, we lead workshops to help teams find their Brand Positioning, helping the team define their target, benefits and reason to believe so they can find a space that is unique, own-able and motivating. 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.  BBI Creds Training 2016 red.019

The impact of Social Media on who wins/loses the U.S. election

Posted on Posted in Beloved Brands in the Market

How can we explain Jeb Bush spending over $100 Million and getting very little back in return. If we look deeper, we can see that he has done a very poor job in engaging with voters through social media.

The US election has always fascinated me, even as a Canadian. Heck, we even have a Canadian in the race this year. Just kidding. As crazy as the current election has become, it has almost become entertainment. I’m not here to talk about politics at all. As Marketers, we can certainly learn from how the candidates are utilizing social media.

While the 2008 election taught us that Social Media can help you win the election, the 2016 election might be teaching us that traditional media may not help you win at all.

Back in 2008, Obama’s team was ahead of the social media curve using 2.5 million Facebook supporters, 115,000 Twitter followers (a lot back then) and 50 Million views on YouTube. imgresJohn McCain was no where on social media. 

This year might be a great case study in how spending more on traditional media might not mean that much. Reportedly, Jeb Bush has already spent over $100 Million and yet has come in sixth place in Iowa (behind Rand Paul, who dropped out) and he is likely headed for a similar result in New Hampshire. Bush has done an awful job on social media, weak on both Twitter and Facebook. His lack of engagement with voters might be a better explanation as to why he is doing so poorly. Below is how the candidates fare on the two social platforms. Trump has 6 million followers on both Twitter and Facebook, while Bush has a 400,000 on each.

blog post.001

So far in the 2016 campaign, Donald Trump has spent more money on “Make America Great” hats than he has spent on Advertising. As we all know, he is the most actively engaged on-line, tweeting on an hourly basis–with 30,000 tweets, about 10x as many as the other candidates. Trump’s style of Tweets is like the car-crash that you cannot turn away from. I will regularly peak in on his just to see what he’s said now. Most days I’m in shock as to what he’s been able to get away with, but now I’m starting to expect that this is all part of the frustrated brand that he has created. 

blog post.002

As expected, Hillary Clinton’s tweets are safe and calculating. There’s no reason to follow or look at her account, unless you want the odd link to one of her policy papers. With Bernie Sanders, his account says that Tweets ending in B are from him, but the rest are from staffers.  When I eye-ball the last few hundred tweets, I did not see one signed with a B. So basically, signing up for Bernie’s Twitter means you are fully engaged with a 23-year-old intern. One of the newest social media vehicle that some of the candidates have embraced is Instagram. Look at the chart below, we can see that only 3 candidates have done anything with Instagram. Poor Jeb Bush has 4,000 followers, slightly behind Trump’s 980,000 followers.blog post.003

In terms of earned media, Trump has managed to dominate the news cycle, garnering 38% of the total media mentions. Bush has only grabbed about 4% of the earned media. The media seems to be endlessly talking about Trump, half the time confused. It seems the media has tried to anoint various candidates instead of Trump, including front-runner Scott Walker, followed by front-runner Jeb Bush, followed by new front-runner Dr Ben Carson, followed by new front-runner Ted Cruz, and followed by new surging candidate Marco Rubio.blog post.004

I can’t predict who will win the 2016 election. But I can predict that elections will never be the same. Forget politics for a minute. What can your brand learn from the use of Social Media in the 2016 US election campaign? How can you leverage the efforts of social media to counter the high cost of paid media? How can you leverage earned media to be part of the story? Does it do any good to have a social media account and not do anything with it?

This election year appears to get more interesting every week.

At Beloved Brands, we lead workshops to help teams plan their Marketing Execution, whether that is through communication, managing the purchase moment, innovation or creating experiences. 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 BBI Creds Training 2016 red.019

 

How to use a Big Idea to capture the consumer’s mind and heart

Posted on Posted in How to Guide for Marketers

[sg_popup id=”9″ event=”onload”][/sg_popup]A Big Idea for your brand ensures consistency in the consumers mind as they notice, test, decide and experience the brand. The brand needs to be able to tell their story in 7 seconds, 60 seconds, 30 minutes and over the lifetime of the brand.

Have you ever gone to a party where you “weren’t yourself” that night? That’s when the outer projection of your image does not match with your inner views of what you are comfortable with. It is the same thing for brands. A brand finds equilibrium when the internal BRAND SOUL, matches up perfectly to the external REPUTATION that it creates in the market place. The role of the BIG IDEA is to unite these two and ensure you are working every touch-point of the internal organization and external consumer face with the same brand messaging. 

The Big Idea should serve to simplify the brand message with an outward expression of the Brand Soul, which reflects the purpose, values, beliefs and motivations that form the brand culture.

In this crowded marketplace, the first connection point for consumers has to be the Big Idea as they are only willing to give a brand 7 seconds to capture their attention. As consumers experience the brand for the first time, they either accept or reject idea whether it matches up to their expectations based on their first impression from the big idea. Consumers who are continually satisfied with the brand experience start to become loyal and develop a bond with brand. They will build routines or rituals around the brand. Should the brand become one of their favorites, we will see consumers transform their brand love into a reputation they spread within their social network.

Are you starting to see that the Big Idea has to not only be the first connection point for consumers, but rather every connection point? The Big idea must be unique, own-able and motivating. It must gain a quick entry, be layered easily and have longevity over the life of the brand. 

How to use a Big Idea Brand Concept

While I love the JUST DO IT tagline for Nike, that is a creative big idea, not a strategic big idea.The “Just Do it” tagline does not guide the design of next year’s shoe, the overall experience you are trying to create with the brand, it does not help decide who to hire to work the retail stores, or what celebrity athlete to hire. The strategic Big Idea for Nike is: “Nike pushes your athletic boundaries beyond what you thought was possible, so you can win on your own terms.” A slogan never drives your brand strategy. But a great brand strategy should drive your slogan. We need to stop thinking that Brand Strategy is only about the external consumer view, as it is equally about the internal culture and operations. Next time your ad agency says “Let’s vet the brand concept past our creative people”, you should say “sure, let me invite our HR manager to attend that discussion”. By the way, if you are an ad agency, have you ever asked to speak to someone in HR?  

Here are four examples of strategic Big Ideas, that would help me to communicate with consumers, build innovation, manage the purchase moment and build experiences around the brand:

How to use a Big Idea Brand Concept

Creating the Big Idea

To ensure we have an idea that is big enough to guide every part of the organization, we start by describing the brand as to the products and services that we sell and matches that up to the external brand reputation among consumers. We describe what internal beacons are within the brand that would help guide the entire internal brand culture and organization that supports the brand as well as the brand character as it touches consumers. We would also describe the role of the brand, about how it connects the brand with consumers, the link between the internal soul and the external reputation. 

The Big Idea Blueprint below shows everything that must be considered for creating the Big Idea.

How to use a Big Idea Brand Concept

 

To describe the product we recommend that you  start by figuring out exactly what you do, in the most passionate words that would excite you and your consumers. This should be matched up to the Brand Reputation to ensure the external and internal alignment. You should assess how your most engaged and loyal consumers would view your offering, to ensure it attracts, excites and engages them in a way that changes their behavior. From there, you should move to the Internal Brand Beacon, which helps to create an internal rallying cry for everyone to follow that reflects the purpose, values, motivations to deliver the brand you created. This should be matched up to the Brand Character, which are the emotional characteristics, and personality traits that help consumers connect passionately with the brand. The role of the brand serves as the bridge between the internal and external brand. Assume a role for how you can ensure consumers can get the most from what you do.

Step One

Using our fictional Grays Cookie brand, under the five sections of the Big Idea blue print, we brainstorm 10-15 words for each area, then vote to narrow down to the best 3-4 words.

How to use a Big Idea Brand Concept

 

 

Step Two

Take the best 3-4 words for each section and build key phrases that summarize each area.

How to use a Big Idea Brand Concept

 

This forces you to almost write a big idea for each unique section of the Blue Print. It also serves to stimulate the creative writing juices on the team, which will help in step three

Step Three

Using the 5 areas to inspire you, try to write a summary Big Idea statement that captures everything you have worked on.

How to use a Big Idea Brand Concept

 

Creating a Brand Concept

When writing the Brand concept you should use the work from the Brand Positioning Statement and the Big Idea blue print.

How to use a Big Idea Brand Concept

 

 

If you have done a good amount of work on the Brand Positioning and created a Big Idea, you will see how easy it is to write winning concepts.

When writing the brand concept, the main headline should capture the big idea of your brand. Obviously the headline is the first thing consumers see, so it should contain the big idea that you want your brand to stand behind. Use the opening statement of the concept to connect quickly with your target consumers by starting with their enemy or insight. I love using the enemy because it can be a very arresting way to really make the consumer say “That’s me”. Bring the main benefit to life in a compelling promise statement. I prefer it to have an emotional/rational balance in the promise. At the very least, the emotion modifies the rational. The promise statement then forces us to bring in the two reasons to believe (RTBs) to help back that up. Avoid a laundry list of support points, only putting what you could realistically put into an advertisement or package. I like to add a motivating call to action at the end to help prompt purchase intent. Adding a supporting visual is optional, but it helps connect with consumers. 

How to use a Big Idea Brand Concept

 

At Beloved Brands, we lead workshops to help teams find their Brand Positioning, helping the team define their target, benefits and reason to believe so they can find a space that is unique, own-able and motivating. 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

Beloved Brands Graham Robertson 

10 Best Super Bowl Ads ever

Posted on Posted in Beloved Brands in the Market

 

We have looked at all the Super Bowl Ads over the years, and used Ad Meter results to narrow the list and then our own judgment on how it did on the ABC’S: Attention, Branding Communication, and Stickiness. At Beloved Brands, we believe that Marketing Execution combines Branded Breakthrough (how you say it) and Moveable Messaging (what you say). Taking this one step further, the execution has to breaks through the clutter (Attention) and link closely to the brand name (Branding). The execution must communicate the main message (Communication) and makes brand seem different (Stickiness)


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Here are the top 10 Super Bowl ads of all time. Enjoy.

 

Coke “Mean Joe Greene” (1979)

Bit of that 1970s “cheese” for you, but I remember this one from my teens. Strong on Communication through story-telling and Stickiness. The spot has become as iconic as the drink itself.

Apple 1984 (1984)

Great story of this ad in the Steve Jobs book–how the board never wanted to run it and they lied about the media commitment. This was one of the first big Super Bowl ads, that changed the way advertisers saw the Super Bowl slots. Movie Quality of the filming does a great job in gaining Attention and Stickiness as it has stood the test of time for 30 years. A bit weak on communication, but that might have more to do with the lack of things to say about the product, so they led more with brand image and attitude as the core distinctiveness.

 

McDonald’s Jordan vs Bird (1992)

This one had a lot of breakthrough and left us with the phrase “nothing but net”. With these two celebrities at their peak, it was high on Attention, strong storytelling, pretty good branding and had some phrasing that had some stickiness for years 

 

Cindy Crawford “New Can” (1992)

Not much needs to be said about this one, other than that they repeated this 10 years later and she still looked the same. Definitely, Attention-getting with a very simple message Communication that helped drive Brand link. Not a lot of stickiness for consumers.

 

Budweiser: WASSUP! (1999)

The simplicity of this one, but it really does capture a male-bonding insight of how guys do interact with their buddies. Hilarious ad was exceptional at Attention and certainly Stickiness as everyone was saying this phrase for a year. Didn’t really communicate much.

 

Budweiser 9/11 Tribute (2002)

Even after all these years, this one might bring a tear to your eye. Months after the tragedy of 9/11, this one takes the American icons of Budweiser and the Clydesdales marching through the streets of America and gives a nice salute to NYC. High on Attention, with deep emotions, strong Brand cues, and certainly the storytelling aided the Communication. Even though only shown once, high on Stickiness as it still really brings back those emotions. 

 

Google “Parisian” (2009)

Beautiful ad that shows the power of Google as an enabling brand to your life. A great example of using quietness to drive Attention. The Branding is obviously incredible, but as it links nicely to the story telling that Communicates how Google is part of everyone’s life. The emotional feelings certainly aid the Stickiness. This is one of the best Ads I’ve ever seen. 

 

Snicker’s Betty White (2010)

Whatever Betty was paid, she’s made millions since because of this spot. Quickly after this one, the power of a Facebook page demanded that Betty host Saturday Night Live. A great little spot that was incredible on Attention and Stickiness. The Communication is a Big Idea for the brand and kick-started a campaign that has lasted for years, even if Snicker’s has yet to fully capture in their pool outs on this campaign.

 

Chrysler Eminem (2011)

I love the tone of this spot, perfect casting with Eminem–the rawness of his voice, attitude, and authenticity. The repeat in 2012 using Clint Eastwood was a good spot as well, but not quite up to the Eminem version. “Imported from Detroit” is a very big idea. Love it. High on Attention and Communication. The only problem is that Chrysler hasn’t invested enough in this idea since. 

 

Ram “farmer” (2013)

One of my fav ads of all time, and takes such a huge artistic risk by launching such a quiet ad that really tugs at the heart, when most other brands are doing slapstick ads. The shrill voice of Paul Harvey captures the Attention, especially against all the slapstick ads. The Communication of “Americana” comes through, and whether you’re a farmer or not, if you are a hard-working American, this should be your truck!!!

 

Good luck to this year’s Super Bowl, as many of us will be watching the TV ads as much as we’re watching the game. The power of the venue as the Super Bowl out draws the final game of the other 3 sports (Baseball, Basketball, and Hockey) combined. Let’s hope for a great game and maybe one great ad to add to this list.

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 type of Marketer are you? Build your career around your natural strength

Posted on Posted in How to Guide for Marketers

It is that time of year when your mind starts to think about your career and where will you go next. You just had your performance review, salary increase or bonus check and now you’re thinking, when will I hit the big time? Here are 5 questions that you should be asking yourself at every point (at least once a year) of your career:

  1. Within your current company, how high up do you think you can realistically go
  2. Should you stay in the same industry or look at new verticals?
  3. Should you stay in pure Brand Management or venture into a subject-matter expert type roles?
  4. How long do you want to keep working?
  5. Do you stay an employee or do you take this moment to leap out on your own?

Identifying your natural strength

I have so many friends and colleagues who want to move up in their organization. I’m always up for a good career debate and probing on strengths and weakness, yet there is one question, no brand leader likes to answer: 

If I forced to pick one natural strength out of these four choices, which would you pick: Running the business, marketing execution, strategic thinking or leading people?

It should be a pretty easy question to answer, but we have trained ourselves to want to present ourselves as “generalists” and avoid the specialist label. We believe the only way to get promoted, get more money and more power is to become pretty good at all four. But that’s really a lie. I’ve met thousands of great Marketers over the years, but I’m yet to meet any that are great at all four. Everyone normally has natural strength and a natural gap. No matter how hard they work at becoming a generalist, that gap keeps showing gup. Early in my career, I was all about Marketing Execution and had some weakness at each level in leading and managing people leadership. In the back half of my career, I became more strategic, but still had that same nagging gap in leading people. 

Brand Careers 2016.011

Let’s make this a game using the board above. We will give you 4 chips, forcing you to put one at the high, two at the middle to support the strength, and let go of one at the low. You have to have a natural lead strength and be honest about your gap.

  1. Do you like running the business and managing products
  2. Do you like marketing execution and being creative, either generating ideas or executing creativity?
  3. Are you a strategic thinker, enjoying the planning side of the business?
  4. Are you a leader of leaders, with a passion for leading people?

There is this belief that generalists rise higher and make more money. That is if you stay on the client side of Marketing. You can make just as much money and feel just as powerful by moving outside the organization and finding a place that suits your true calling. Try asking yourself this question, because I’ve asked it hundreds of time and no one ever answers it the first time. Nearly every time I hear “I’m pretty good at all four”. And then I ask 5 more times till we get the real answer.

 

Core Strength: Running the business and managing brands

  • 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.
  • 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. You may have gaps in creativity or people leadership, but you’re 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, go into new verticals before you venture into new career choices. Consider running businesses on behalf of Private Equity firms or venture into Entrepreneurship where you take your core strength of running a business.

Career Options for those who are strongest at running brands

  • Product Management
  • Shift across industries
  • Lead Private Equity Turnarounds
  • Lead Acquisitions
  • Entrepreneurship

Core Strength: 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. You 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. 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.
  • Staying 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.

Career Options for those who are strongest at Marketing Execution

  • Executional Agency
  • Subject Matter Specialist
  • Ideation Brainstorm Facilitation
  • Business Development

Core Strength: Strategic Thinking

  • 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.
  • 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.

Career Options who are strongest at Strategic Thinking

  • Global Marketing
  • Consulting/Coaching
  • Thought Leadership
  • Adjunct Professor
  • Business Development
  • Writing/Speaker Series

Core Strength: Leader of People

  • You find natural strength in leading other. You are skilled in getting the most from someone’s potential. 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.
    If 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.

Career Options who are strongest at leading people

  • General Management
  • Stay within Brand Management
  • Cross functional roles
  • Partner in Entrepreneurship
  • Personal Executive Coach

Follow your natural strength to realize your full potential

Brand Careers 2016.004At Beloved Brands, we lead workshops on Careers in Brand Management to inspire teams to find their full potential as a Brand Leader. This workshop looks at building your career around your natural strength as a Marketer, we provide a full assessment that looks at skills, behaviors and experiences, we provide tips for how to succeed at every level in Marketing. Where is your career now And then we talk about ways to help build your personal brand, around an idea and a plan. 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 @belovedbrandsBBI Creds Training 2016 red.019