If your brand is afraid of Amazon, then you should be terrified of Alibaba

Posted on Posted in How to Guide for Marketers

[sg_popup id=”9″ event=”onload”][/sg_popup]Now begins the North American battle of Amazon vs Walmart, with the winner to take on Alibaba on the world’s retailer stage.

alibabaI love watching the Kentucky Derby, especially those horses that start off slow, then pick it up on the back straight, and then basically fly past everyone on the last turn, like they are standing still. That’s how I feel about watching the Alibaba brand.

The joint venture between Walmart and Google is a signal that both might be a little bit scared of Amazon. 

But, Alibaba is using their dominance in the world’s largest market (China) to pick up all that speed in the back straight and likely beat both Amazon and Walmart.

Walmart is a tough competitor. They won’t go down without a fight.

Obviously, Amazon has a huge advantage in the US, but things are about to get really ugly as Walmart and Amazon attempt to destroy each other. 

But, if you have ever dealt with Walmart, you would have to be an idiot to ever count them out. Their culture focuses on the relentless fixation on fast-moving items that helps drive cash flow. Sure, Walmart beats up their vendors over price–but that’s mainly to drive sell through. If your brand moves slow, there is no debate–you are told to speed up your sales, and if you don’t, you are gone.

I remember when Walmart starting sending us their weekly sales data. My first thought was “Wow, this is true partnership, amazing data, thanks Walmart”. Then the questions started to come. “Your 250ml cherry flavored cough syrup is not selling fast enough, what will you do to accelerate turns”. We lowered the price. Or even worse, “Your Listerine Pocketpaks product accounts for the highest theft of any product in our stores, fix it”. We changed the packaging, just because they asked us.   In the bricks and mortar space, while most department store retailers sell through their inventory in 130-150 days. Walmart sells through their inventory in 29 days. That’s cash flow.

I expect Walmart will go lower on price than Amazon can tolerate. What retailer owned the low price positioning before Walmart?  Sears. If you go compare prices at Walmart and Sears, you will see why Sears stores are empty and about to go bankrupt.

Does the Google partnership help Walmart?  A little. But both better step it up fast. If Walmart loses to Amazon, the case study class starts off with “Walmart should have started their on-line war with Amazon in 2002, not 2017.”

Even if Amazon can tolerate lower prices and eventually beats Walmart, it will do some damage to their profits. Amazon will experience lower margins, squeezed cash flow, and a divided consumer base. It will further open the possibility of seeing Alibaba entering the US market.

Why Alibaba will win

Alibaba, valued at $420 Billion has seen an 80% increase in the market capitalization in the past twelve months. In the same period, Amazon has seen a 20% increase, still with a slight lead at $465 Billion. 

Here are 5 reasons why Alibaba will eventually win the global e-commerce retail space:

  1. Alibaba can utilize their home-field advantage. Alibaba is dominating the Chinese market, which is the #1 e-commerce population in the world. China has 500 million active on-line users, is twice the size of the US market. Walmart and Amazon will divide up the US market.
  2. Alibaba has a business model that delivers higher profitability. Alibaba’s business model, with no listing fees, with the bulk of their revenue coming from keywords and digital-advertising is closer to the social media model. This gives Alibaba significantly higher margins than Amazon. 
  3. Alipay payment system.  Alibaba launched a digital payment system in 2004, just for their own customers. Along with WePay, it has become the accepted method of payment in China. They have moved to a cashless and even cardless payment world. 
  4. Alibaba will ride the growth curve of the Chinese Economy. Despite the recent slowdown, China’s economy is still growing at almost three times the rate of the US – around 7% over the last couple of years, compared to less than 2.5%.The US has a growing trade deficit – it imports more than it exports – while China imports significantly less than it exports, resulting in a trade surplus.
  5. Alibaba’s sales will benefit from the growth of the Chinese Middle Class. In the last ten years, the average income for China has tripled. It is expected that from 2012 to 2022, those in China making more than $34K US will increase from 3% currently up to 9%, and those in the growing middle class ($16K to $34K) will increase from 14% up to 54%.

So when will Alibaba move west? Likely after the Walmart vs Amazon dust settles. By 2020, I would expect both Walmart and Amazon to be weakened. Whoever wins will have to take on a very healthy, highly profitable, cash-rich Alibaba. Realistically, Alibaba could end up two or three times the size of Amazon.Then it will be like watching that horse in the Kentucky Derby, with Alibaba rounding the final turn on the way to the finish line.

To read more on competitive strategy, click on this link: 

Competitive Brand Strategy

 

In retail, the smart money should be on Alibaba for the win.  

 

To learn about strategic thinking, follow this powerpoint slide presentation. 

 

Beloved Brands: Who are we?

Beloved Brands is a brand strategy and marketing training firm that is focused on the future growth of your brand and your people.

It is our fundamental belief that the more loved your brand is by your most cherished consumers, the more powerful and profitable your brand will be. We also believe that better marketing people will lead to smarter strategy choices and tightly focused marketing execution that will higher growth for your brands.

With our workshops, we use our unique tools force you to think differently and help unleash new strategy solutions to build around. I believe the best solutions lay deep inside you already, but struggle to come out. In every discussion, I bring a challenging yet understanding voice to bring out the best in you and help you craft an amazing strategy.

We will help you find a unique and own-able Big Idea that will help you stand out from the clutter of today’s marketplace. The Big Idea must serve to motivate consumers to engage, buy and build a loyal connection with your brand. Equally, the Big Idea must work inside your organization, to inspire all employees who work behind the scenes to deliver happy experiences for consumers.

We will help build a brand plan everyone can follow. It starts with an inspiring vision to push your team. We then force strategy choices on where to allocate your limited resources. With our advice on brand execution, we can steer the brand towards brand love and brand growth.

To learn more about our coaching, click on this linkBeloved Brands Strategic Coaching

At Beloved Brands, we deliver brand training programs that make brand leaders smarter so they are able to drive added growth on your brands. 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 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 Beloved Brands

 

How fast will the new “copy cat” Google smart phone fail?

Posted on Posted in Beloved Brands in the Market

 

I say we are in for a long slow death. Kinda like Google +

I am a huge brand fan of both Apple and Google. And while I’m frustrated by the incremental innovation of Apple the last few years, I have to say I am in complete shock over the recent launch of the Google Pixel I am seeing. I was hoping for so much more. I was hoping it would be innovative, hoping it would be different and hoping it would be smarter. I was just hoping for something. Not more of the same. Sad. jbareham_160926_1228_0206-1-0-0

I am an iPhone 6s plus user and I am likely your average smart phone consumer. I would say I basically want to know and nothing more. I have my email, my social media platforms, my Netflix, a few games and some useful apps. I know how to turn on Airplane mode and use my iPhone as my remote control during slide presentations. There is a cost to switching phones, and that is the feeling of stupidity you go through when everything is on the phone, just in different places. Prior to this phone I had used the Samsung Galaxy 3. I will admit any day that Samsung is the superior product. It’s just not very easy to use. The buttons aren’t in the right place. It might be smart for the total tech geek. It is just not intuitive for the mass consumer.

I was excited this week when I saw that a Google smart phone was being released. I watch their new TV ad a few times. And I still don’t get it. There is nothing in this ad that would suggest that the new Google phone is anything different. So I searched articles (using Google of course) to see if anyone on-line was talking about the differences between the iPhone and the new Google pixel phone. I even went as far as to read comparison charts. My conclusion: they have the same phone. Same size camera, same price, same size screen etc….They even look the same. So I went back and watch the TV ad again and again. Even the TV ad looks like an apple ad.

Only 357k views for that TV ad. That’s shockingly low from the company that owns YouTube?  Wow. Plus Google has a history of making some damn fine ads in the past. I sure hope the agency didn’t talk them into the “be cool by being minimalist, as it will make consumers curious”. This ad isn’t different. It’s just plain boring.

 

Brands have four choices: better, different, cheaper or not around for very long.

Sadly for Google, this might just be like the launch of Google+. Lots of sizzle up front, but a slow fizzle on a long slow path towards a brand death.

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Yes, I realize bed Google has tons of cash. They will likely gain some share from the audience that hates the other two companies: Samsung and Apple. This seems like the Gary Johnson approach to gaining a 5% market share. And Google just might gain a 5% share. But this isn’t going to revolutionize the smart phone category. Even if you are a huge Google brand fan, there is no way you are EXCITED about this launch.

Below is the Google Pixel launch video that tries to take a lot of the same Apple features and makes them seem “new”. It has already had 4.8 million views, suggesting there is a real appetite for something different. But people still can’t find the difference. Google “difference between Google Pixel and iPhone 7” and you will see tons of articles by experts that can’t figure out any real difference. Sure, the virtual reality might be different, but the consumers might not even be ready for that. And if you say, you want it, then you are not the average consumer. You would be in the 0.1% share category. Apple can use their quick-follower approach to have Virtual Reality into their phones by the time the mass market is ready.

I read in the industry papers that Google is going to go after Apple consumers. To do so, they need to take a real challenger brand mentality and turn Apple’s strengths into a potential weakness, while amplify their own strengths. Even though Google has been a tremendous innovator in the search area, they have done the me-too copy in a few different categories already. Gmail is pretty much the same as Outlook. Google+ is a poor man’s version of Facebook—with 3.5 million active Google+ users instead of the 1.7 billion Facebook users. Maybe Google is just throwing this Pixel launch out there hoping to get a few sales. But for consumers, that would truly suck, wouldn’t it?

Here are the flaws of Google’s launch:

  1. You cannot be loved until you are liked: With any new product, no matter who is launching, you must assume you are at the unknown/indifferent stage. Sure Google is beloved, but this new phone is still an unknown. You have to stand out so consumers see the brand in a crowded market place and you have to establish your brand in the consumer’s mind. The new Google Pixel ad looks isn’t very different at all, so it will not stand out and it fails to say anything that will make me understand their point of difference. I hope this is just a teaser. Or, I hope the new ads bombs very quickly and Google course corrects and can still maintain a successful launch. POINT OUT THE DIFFERENCES PLEASE!!! I REALLY WANT TO KNOW!!!
  2. Build on the strengths of your master brand: Google is a product-led brand while Apple is an idea-led brand. This new phone will never re-define the overall master brand so it would be wise to fit into the overall strategy. Google needs to establish your reputation as the superior brand in the category, defending against any challengers to your position. Continue to invest in Innovation to stay ahead of competitors, being the leader in technology, claims, and new formats. strategic-thinking-2017-074Early on, they should leverage product-focused mass communication, directly calling attention to the superiority and differences in your product versus the competitors. Use product reviews and key influencers to support your brand. Build the “how you do it” into your brand story, to re-enforce point of difference. Use rational selling to move consumers along the buying system.
  3. If you want to be a Challenger brand, then have the guts to act like one. The mistake that many brands make is trying to exploit your competitor’s weakness. While it seems the obvious victory, you are wasting your resources because consumers already know your competitors weakness. You are not altering their mind. A more powerful strategy is to attack your competitor’s strength and turn into a weakness, by making their strength either less important or interesting. You begin to change the consumer’s mind about your competitor. Google should go after the business market, and exploit the idea that Apple is a fun toy, but not a serious business machine. This would position Apple as cute and fun, but lacking in the substance needed you would get with an integrated package from Google. They may need to build in a more integrated platform.
  4. If Google wants to bring emotion into the advertising, they have to pick the right emotional zones to own. positioning-2017-048Google has a history of telling great stories around the knowledge and control space, while Apple usually targets the freedom and optimism space very well. This new ad for Google Pixel does a poor job in communicating knowledge. It looks like an Apple ad, because it tries to play in the fun/free space. I would prefer that Google show people benefiting from being smart, rather than benefiting from the escape of life. This Google ad below would be the type of ad would have been much better for the new Google phone. It is attention getting, about the brand, communicates the clear points of difference and it will stick in the consumer’s mind. Go back to your agency and get them to make that, rather than the crap you just released.

 

Let’s hope that Google hits control-alt-delete on their initial phase of the launch and comes up with a real product that can accelerate the incremental innovation we are seeing in the smartphone category.

I want the new Google phone to work. I’m just afraid it will fail and fail fast.

 

To read more on Strategic Thinking, here is our training workshop that we run to help Marketers get smarter:

 

Beloved Brands: Who are we?

At Beloved Brands, we will make your brand stronger and your brand leaders smarter. We lead workshops to define your brand, helping you uncover a unique, own-able Brand Positioning Statement and an organizing Big Idea that transforms your brand’s DNA into a consumer-centric and winning brand reputation. We lead workshops to build a strategic Brand Plan that will optimize your resources and motivates everyone that touches the brand to follow the plan. We coach on Marketing execution, helping build programs that create a bond with your consumers, to ensure your investment drives growth on your brand. We will build a Brand Management Training Program, so you can unleash the full potential of your Marketing team, enabling them to contribute smart and exceptional Marketing work that drives brand growth. We cover strategic thinking, analytics, brand planning, brand positioning, creative briefs, customer marketing and marketing execution.

 

Beloved Brands Training program

At Beloved Brands, we can build a Brand Management Training Program, to unleash the full potential of your Marketing team

  • How to think strategically: We believe that Strategic Thinking is an essential foundation, to help Marketers ask big questions that challenge and focus brand decisions. We teach the value of asking good questions, using four interruptive questions to help frame your brand’s strategy, looking at your competitive position, your brand’s core strength, the connectivity with your consumer and the internal situation your brand faces.
  • Write smarter Brand Plans: We demonstrate how to write each component of the Brand Plan, looking at brand vision, purpose, values, goals, key Issues, strategies and tactics. We provide a full mock brand plan, with a framework for you to use on your own brand. We show how to build Marketing Execution plans as part of the overall brand plan, looking at a Brand Communications Plan, Innovation Plan, In-store plan and Experiential plan. This gives the strategic direction to everyone in the organization.
  • Create winning Brand Positioning Statements: We show how to write a classic Brand Positioning statement with four key elements: target market, competitive set, main benefit and reason to believe (RTBs). We then show how to build an Organizing Big Idea that leads every aspect of your brand, including promise, story, innovation, purchase moment and experience.
  • Write smarter Creative Briefs: The Creative Brief frames the strategy and positioning so your Agency can creatively express the brand promise through communication. The hands-on Creative Brief workshop explores best in class methods for writing the brief’s objective, target market, consumer insights, main message stimulus and the desired consumer response.
  • Be smarter at Brand Analytics: We show how to build a deep-dive business review on the brand, looking at the category, consumers, competitors, channels and brand. We start with the smart analytical principles that will challenge your thinking and help you gain more support by telling analytical stories through data. We teach how to turn your analysis into a presentation for management, showing the ideal presentation slide format.
  • Get better Marketing Execution: We provide Brand Leaders with tools and techniques for judging communication concepts from your agencies, as well as processes for making decisions and providing effective feedback. We teach how to make marketing decisions with the ABC’S, so you can choose great ads and reject bad ads looking at tools such as Attention (A), Branding (B), Communication (C) and Stickiness (S). We teach how to provide copy direction that inspires and challenges the agency to deliver great execution.
  • How to build Media Plans: We look at media as an investment and as a brand growth strategy, exploring various media options—both traditional and on-line. We bring a more consumer centric approach to media, aligning the media choices to where your consumer will be most likely to engage with your brand message. We look at all the types of Media through the lens of the Brand Leader, with advice on how to use traditional media options, such as TV, radio, newspaper, out-of-home and Modern media options such as digital, social and search.
  • Winning the Purchase Moment: We provide brand leaders with analytics, planning and decision making tools to help their instincts and judgement for moving consumers to purchase. Complete in-store business review, looking at categories, consumer shopping behavior, competitors, customers and the overall brand performance. We teach the basics of customer marketing planning, identifying the target consumer, in-store messages, strategies, tactics and project management. We look at the available tools for customer marketing including pricing, promotions, retail shelf management, merchandising and operational execution.

If you need any help, email me at graham@beloved-brands.com

bbi-creds-deck-2017-007

In advertising, what comes first: the MEDIA choice or the CREATIVE idea?

Posted on Posted in How to Guide for Marketers

Of course the consumer always comes first. However, as you begin the advertising process, Brand Leaders need to figure out whether the creative determines the media choice you make or the media choice helps frame the creative. When I started in marketing, way back in the mid 90s, life was a little simpler because the media and the creative were both under one agency roof. The meetings were simple: you’d see your various TV script options, give some feedback and then the room would go silent and the account person would say “now let’s look at the media plan” and the media person would take you through a 15 page presentation on where else the idea of your TV script could go. You would see some magazine, OOH and even some sampling idea. Back then, there was no internet advertising yet.

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Then one day, our media folks from our agency were spun off, had a new name, moved offices and had a new President. It now just meant we had two presentations and the Brand Leader now had to make sense of things and try to piece it together. About a year into that new relationship, I was sitting there confused and asked the question: “So what comes first, the media choice or the creative idea?” The room went silent for about 5 minutes. Then of course both sides talked over each other, both saying it was them that came first.  

All Marketing Execution has to do something to the brand–getting the consumer to think, act or feel differently about your brand. Media is an investment against your strategy and creative is an expression of your strategy. Both media and creative are only useful if they connect with consumers. Great advertising must connect through very insightful creative that expresses the brand’s positioning and told in a way that matters to those who care the most. Great advertising must be placed within the consumers’ life where it will capture their attention and motivate them in the expressed desired way to meet the strategy. So really, the consumer comes first and strategy comes second. Media and creative need to work to jointly capture the consumer and deliver the strategy.  

With separate agencies, the problem now rests with Brand Leaders to figure it out. While one could theoretically argue that if the Creative Idea of the advertising is so big, it should work in every medium. That’s just not always true in reality. Some ideas just work better in certain mediums. Yet the media people could also theoretically argue that if you go for the most efficient and effective media option, the media will do the work for you. That’s also not true. The best overall advertising should work focus on what has the most impact and what has the highest efficiency.  

Here’s a solution for Brand Leaders 

The three questions you always need to keep in your head at all times: 1) where is your consumer 2) where is your brand and 3) how does the creative idea work? 

1.  Where is your consumer?

You should really understand who your consumer is, and who they are not. You need to make sure you understand the insights about them, because it’s those insights within your creative that allow you to connect with them. They’ll say “they get me”. You should always be mapping out a day in the life of your consumer. Get in their shoes and say “what does my consumer’s day look like and how will my message fit or interrupt their life?” Take a “be where they are approach” to your media. 

2.  Where is the Brand?

First thing you have to do is consider where your brand is on the Brand Love Curve where brands go from Indifferent to Like It to Love It and all the way to Beloved. At INDIFFERENT, it’s about announcement style such as mass media, LIKE IT becomes about separating yourself from the competition while LOVE IT and BELOVED you’ll start to see the growing importance of event marketing to core users or social media as a badge of honor to share with others.

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3.  How does the Creative work? (The ABC’S)

The best advertising should draw ATTENTION, be about the BRAND, COMMUNICATE the main message and STICK in the consumers head long beyond the ad.

  • Attention: You have to get noticed in a crowded world of advertising. Consumers see 7,000 brand messages per day, and will likely only engage in a few. If your brand doesn’t draw attention naturally, then you’ll have to force it into the limelight.
  • Branding: Ads that tell the story of the relationship between the consumer and the brand will link best. Even more powerful are ads that are from the consumers view of the brand. It’s not how much branding there is, but how close the brand fits to the climax of the ad.
  • Communication: Tapping into the truths of the consumer and the brand, helps you to tell the brand’s life story. Keep your story easy to understand. Communication is not just about what you say, but how you say it—because that says just as much.
  • Stickiness: Sticky ads help to build a consistent brand/consumer experience over time. In the end, brands are really about “consistency” of the promise you want to own. Brands have exist in the minds of the consumer. 
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In the reality of advertising, not every ad execution will be able to do all four of the ABC’S.  When I’m in the creative room, I try to think about which of the two ABC’S are the most critical to my strategy. If it is a new product, I want all four, but I have to have: Attention and Communication. If the brand is in a competitive battle I have to have Brand and Communication.  If the brand is a leader and beloved, I need to make sure the advertising is about the Brand and that it Sticks.   

What I recommend you do:

In a sense, you have to work the creative and media together. But that’s impossible. So what I do is hold off on making any media decisions until you see the creative idea and how it is expressed in a few media options. With all the potential media options now available, I ask for 3 executions for each creative option:

        1. Video version
        2. Billboard 
        3. Long Copy Print

Sounds simple, but here’s the logic. With those 3, I can now imagine how the advertising might work across all possible media options. 

  • The “Video” allows me to imagine how the creative would work for traditional 30-second TV ad, a 60-second movie theatre ad, 2 or 3 minute viral video for sharing or even a video you could put on a website.
  • The “Billboard” allows me to imagine how it would work with traditional media options such as out-of-home billboard, bus shelter, in-store poster, packaging copy and the back cover of a magazine.  Or if we want to look at digital, it could be a digital billboard, Facebook photo, website cover.
  • The “Long Print” allows me to imagine what how it might work with a print ad, side panel of packaging, brochures, public relations story-line,  social media feed or even a blog on your website.  

With 3 simple asks against each creative idea, it covers off most of the traditional media options, even covering the digital media. So now as the Brand Leader goes to their Media Agency, they will know how the creative idea would work against any of their recommendations. 

Obviously, we always recommend that you focus. So we’ll likely recommend a lead traditional media and a lead digital and lead social option. You need to make the most out of your limited resources of dollars, time, people and partnerships. However, if we want a creative idea to last 5 years, seeing it work across this many media options gives me a comfort that should I need that option, I know the creative idea will work.

The media math from a client’s view

While the media agency owns the media math that blows your mind, here is some simple client side media math. As clients, we have to make the most of our budgets. 

  • Your production budget should be around 5-10% of your overall advertising plan. If you have small budgets, that may creep up to 20%, but that’s it. Every time you do a new piece of creative, the production dollars go up and the media dollars go down. I’d recommend you focus on one main traditional media and have only one secondary option. This keeps your spend focused. 
  • When it comes to social media, keep in mind there is no free media options. Instead of financial capital, you are now exhausting people capital. Just like the traditional options, I would recommend one lead social media and one secondary focus. Do not try to be all things to all people.  
  • The other reason to focus is to ensure you do great executions and not just “ok”.  Pick the media that maximizes the power of the creative. Don’t exhaust the team by spreading them against too many activities.   
  • Allow 80 to 90% of your media spend be on the highly effective highly efficient media plan. That means 10-20% of your media spend can now go against high IMPACT creative ideas that you know will break through.  

Work with both the creative and media at the same time, figuring out what gives the highest return on your investment

 

To see a training presentation on getting Better Marketing Execution: 

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

Posted on Posted in Beloved Brands in the Market

Barbie faced major declines

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

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

 

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

 

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

Here are five lessons for Brand Turnarounds

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

We run workshops on Strategic Thinking that looks at brand strategy including competitive war games, focusing on your core strength, building connectivity with consumers and situational strategy.

 

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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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

 

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

Posted on Posted in How to Guide for Marketers

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

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

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

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

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

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

Beloved Brands: Who are we?

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

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

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

Take a look at Google’s inspiring new office space. Imagine the impact of this crazy space on your Brand’s output

Posted on Posted in Beloved Brands in the Market

abd76f7c-f9ac-497f-ad9c-12b5c2310de7HiResWhat does the design of an office space have to do with a brand?   If you get to the mindset where you start to think of your people as your brand, then where they work, how they work and creative energy they bring to their work matters more than the widget you are selling as a result.  Great Brand Leaders should be looking at the culture as an opportunity to win in the market place.  No matter how good your promise is, if your company is not set up to deliver that promise, everything comes crashing down.  The brand story told within the company is even more important than what you might tell the market through your advertising.  Managing organizational culture is very challenging.  As you move along the Brand Love Curve from Indifferent to Like It to Love It and on to Beloved status, you need to make sure the culture keeps pace with where the brand is.

slide12-2

When I started working back in the mid 90s, I worked for General Mills where we had this confined area where we must have jammed around 15 offices and another 12 cubicles for our department.   iStock_000000707086XSmall-e1279431675643The cubicle walls were an ugly turquoise, almost falling down, some stained, and we had just enough space for a chair and computer.   There’s no way this atmosphere inspired any creativity.  In fact, in such a drab atmosphere, it crushed any good ideas.  It was pure cubicle hell.

For a few decades now, companies have been getting more and more creative with their office space.  It started with “cute” names for meeting rooms, then went to “crash zones”, then to funky chairs.  Google has taken this to a new level with the launch of their new office in Toronto.  As you look at these photos, I urge you to take some of these ideas as possible inspiration for your own office space.

The center point of most company culture’s starts with the cafeteria.  Here’s what Google

 nov12GoogleOffice11

Taking a modern approach to the old diner booth, these set up great spots for a quick informal meeting.  

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To inspire creativity, Google takes Play to the next level, with a pool table, video games a tent for meetings and a putting green on the roof top.  

Slide1

To watch a video of the new Google Toronto office space, watch below.  

 

 

What I want to do is challenge Brand Leaders to start to think of the people on their team as the core part of the Brand, even if you have a patent.  As brands struggle to find their competitive advantage and uniqueness, maybe it will come from your people.  

The Better your People, the Better the work.  And the Better the results you see.  

Slide1

 Do you want to be an amazing Brand Leader?  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. 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

blog ad 1

 

New holiday ad from Apple will bring a sweet tear to your eye

Posted on Posted in Beloved Brands Explained

There have been some great Christmas ads over the years and this latest from Apple is a very nice spot.  I love this ad.  Not just for the emotion it conveys but for the use of the brand as the hero in the ad.  The iPhone does create a little bit of magic.  Last year, I created my own photo book using the Apple’s on-line service.  It turned all the photos I take into a beautiful album.  If you are looking for a Christmas gift for a loved one, I would recommend you give it a shot.  It’s very easy. If I can do it, so can you .  Here’s the link:  Printing a Photo Book

In this 90 second TV ad, it shows a typical teenager hanging onto this iPhone constantly, and then from there, the magic happens.  

Enjoy.

If you like this story…

Last month I posted a Google Ad that makes everyone cry. It’s from India and does such a good job incorporating Google as an enabler.  Click here: New Google Ad Will Make You Cry

John Lewis to me is the King of all Christmas Ads.  Here’s story I did last month on the 2013 ad, but showing all the Christmas Ads that they’ve done.  My favourite of the ads is the 2011 version.  Click here:  New John Lewis Christmas Ad

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

Do you want to be an amazing Brand Leader?  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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham@beloved-brands.com 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.

Captivating Ad about Working Women rivals Dove’s “Real Beauty”

Posted on Posted in Beloved Brands in the Market

pantene.jpg.CROP.promo-mediumlargeA new ad from the Pantene in the Philippines is making its way around social media, with a message that compliments and even rivals the powerful messages of Dove’s “Real Beauty”.  The ad takes on the stereotyping labels that women face in the work place.

 

I’ve been a huge fan of the Dove campaign, about “real beauty” because they have created a huge idea that is worth loving.  doveThe creativity of the work breaks through the clutter with insights that make women stop and say “that is exactly how I feel”.  I’m always trying to push Brand Leaders to go more emotional and push for a big huge idea their brand can stand behind.  It’s always too easy for the Brand Leader to stay 100% logical, to put in claims and side-by-side demos and playing it safe.  But in the words of Marianne Williamson:  “Your playing small does not serve the world.”

This new Pantene spot has entered into the same space, but more focused on the work place and the image women need to fight.  It’s less about “inner” beauty and more about the “outer” stereotypes.

As a husband to a very successful career woman, I love this.  And as the father of a 15 year-old daughter, this has hope that women continue to break through against the stereotypes put on them.  

“Be Strong and Shine”

If you like this story…

You might also enjoy reading about brands that are using consumer insight as the basis of their advertising.  So many Brand Leaders think your job is to represent the brand to the consumer.  What if you were to represent the consumer to the brand?   Would your work look different?  Click on this story to read more:   5 Great Ads Based on a Unique Consumer Insight

And if you want to know how to write a better creative brief, here’s a simple step by step process to help you.  Click on this story to read more:  How to write an Effective Creative Brief

Do you want to be an amazing Brand Leader?  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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham@beloved-brands.com 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you on Advertising that will help you to be a better brand leader.

The most Beloved Ads of 2013, with story-telling dominating the list.

Posted on Posted in Beloved Brands in the Market

Slide1As I watched all the great ads this year, I kept getting goose bumps and a few tears….not as many laughs as other years.  The biggest trend I see is the power of story telling with long ads that have the potential to be shared with friends through social media vehicles like Facebook and Twitter.  Even on this Beloved Brands blog, the google ad from India, has been viewed by 250,000 people and counting.  

I know Brand Leaders are still stuck on the 30 second ad, showing it with a frequency that drives consideration and purchase intention of your brand.  For many brands, that still is the primary method.  Let these story telling ads challenge your thinking though, and maybe inspire you to dip your toe into this area, or if the thought takes you further, jump into the deep end.  You don’t have to be Nike or Apple to tell stories.  You can see a brand like Dodge, likely considered by many as a mid-of-the-road brand and they’ve made the idea of farmers to be inspiration and a celebrated part of America.  

Here are the most Beloved Ads for 2013  

Dodge “God Made a Farmer”

Paul Henry’s voice is chilling.  The photography is brilliant.  It’s beautiful.  This is a Super Bowl ad, that doesn’t look like a Super Bowl ad.  The use of quiet is a great device to arrest your audience, especially when things are loud.  The specific call out of farmers is a focus I love, with no worry it will alienate the non-farmers.    This spot just screams “America”.  In my view, this is one of the best ads of the century so far.

Google India “Re Union”

This powerful ad has gone viral making people around the world cry, whether on a subway, at work or at your home computer.  A very simple story of a lost friendship.  Google has done an amazing job with advertising like the Parisian spot a few years ago.  The power for Google is showing how much we rely on Google for everyday things in life.

Dove “Drafting Board”

Dove’s real beauty campaign has taken the simple bar of soap and created a brand that stands up for Women.   This powerful video (more than an ad) tells the story of how women see their flaws more than others do.   It’s a great inspiring and challenging message.

Budweiser “Baby Clydesdale”

One more Super Bowl ad for you, and another very powerful yet simple story of raising a horse.   The horse running back to his trainer brings a sweet tear to your eye.

Sick Kids Hospital “You Got It”

I’m from Toronto, and while the current news is dominated by Mayor Rob Ford, I want to remind you that Toronto is also home to Sick Kids Hospital, one of the world’s best children’s hospitals in the world.   Like the Dodge ad, this ad uses a quiet arresting song to capture attention.  I was in the kitchen when this ad first came on and the song brought me to the TV.

Volvo Trucks

A very simple stunt, beautifully shot and aligned to what the brand stands for:  safety.  This captured tons of news attention and passing through social media.

John Lewis “Bear and the Hare”

Year after year, UK retailer John Lewis has created amazing Christmas ads. This  cute story will capture the imagination of children and the retailer has linked in the “Bear and the Hare” story by selling the books in store and creating an on-line tool to send Christmas cards to your friends.

K Mart “Ship My Pants”

I put this in with mixed reasons.  It’s a fantastic ad, highly creative and I know it is universally well-loved.  But it’s for the wrong retailer against a bad strategy.  I’m a bit tired of people saying “that ad will make me shop at K Mart”.  No it won’t.  Because when you get there, you’ll find a store not delivering the expected experience and bad quality pants that you won’t want shipped.  On top of that, it’s now 2013 and on-line shipping is pretty common among all retailers so there’s no real point of difference here.  If this was 1997 for L.L. Bean, maybe the ad would work.  But it’s cute and people like cute.  So enjoy.

True Move “Giving”

This ad from Thailand has gone viral around the world.  Another great story that makes people share.

If you think we missed one or a few of your favourites from this year, post them below.  

Do you want to be an amazing Brand Leader?  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. 

email-Logo copyABOUT BELOVED BRANDS INC.:  At Beloved Brands, we are only focused on making brands better and making brand leaders better.Our motivation is that we love knowing we were part of helping someone to unleash their full potential.  We promise to challenge you to Think Different.  gr bbi picWe believe the thinking that got you here, will not get you where you want to go.  Our President and Chief Marketing Officer, Graham Robertson is a brand leader at heart, who loves everything about brands.  He comes with 20 years of experience at companies such as Johnson and Johnson, Pfizer Consumer, General Mills and Coke, where he was always able to find and drive growth.  Graham has won numerous new product and advertising awards. Graham brings his experience to your table, strong on leadership and facilitation at very high levels and training of Brand Leaders around the world.  To reach out directly, email me at graham@beloved-brands.com 

At Beloved Brands, we love to see Brand Leaders reach their full potential.  Here are the most popular article “How to” articles.  We can offer specific training programs dedicated to each topic.  Click on any of these most read articles:

Ask Beloved Brands to help train you to be a better brand leader.