The marketing skills you need to be a successful Brand Leader

Posted on Posted in How to Guide for Marketers

marketing skillsAt Beloved Brands, we use a 360-degree approach to marketing, which can highlight the skills you need to be successful in running your brand. You must be know how to analyze the performance of your brand through a deep-dive business review. Brand Leaders have to be able to think strategically to sort through issues and make decisions on direction. You must know how to define your brand with a positioning statement and a brand idea. Marketers need to know how to write a brand plan that everyone can follow. And, marketers should learn the skills needed to inspire smart and creative marketing execution that builds a brand that consumers will love.

Let’s use this 360-degree model to highlight the skills you need for each of the five areas. Below, I have broken down each of the five areas into 4 unique marketing skills. This will leave you with 20 overall marketing skills you need to be great.

1. Analyze performance

Too few marketers take the time to dig into the data analytics. There is no value in having access to data if you are not using it to discover meaningful insights. The best brand leaders can tell strategic stories through analytics. You need to know how to create a deep-dive business review, looking at the marketplace, consumers, competitors, channels, and brand. And, you need to be able to to turn your analysis into a written report or a presentation for management. You need to know brand finance, to know every financial formula you need to run your brand.

  • Understand all the potential sources of brand data you can use to evaluate the situation. These include market share, consumption, shipment data, brand funnel, advertising tracking, market research studies, and financial statements.
  • Know how to dig deep into data, using draws comparisons and development indexes to find the data breaks. Draw out insights and conclusions that you can turn into a story to help your team debate and make decisions.
  • Able to lead a best-in-class 360-degree deep-dive business review for the brand that looks at the marketplace, consumers, channels, competitors and the brand results to give a holistic view of the brand’s performance.
  • Once you have all your findings, you need to be able to write analytical stories that include performance reports and key issues presentations. Then, you need to be able to outline the strategic implications of the brand’s current situation.

2. Think Strategically

Too many marketers are so busy that they do not even have time to think. The best brand leaders do the necessary critical strategic thinking to find ways to win in the market. Strategic thinking is an essential foundation, forcing marketers to ask big questions that challenge and focus brand decisions.

There are four ways to enhance your strategic thinking, using the brand’s core strength finder, consumer strategy, competitive strategy and situational strategy. As you frame your strategies, you should learn to think and then talk in a method that lays out the vision for your brand, focuses your limited resources on breakthrough points, takes advantage of opportunities you see in the market, finds early wins to leverage to give your brand a positional power to drive growth and profits for your brand.

  • Ask the right interrupting and challenging questions to help slow your brain down to a reflection speed. Make sure you understand the issues surrounding the brand before you reach for solutions
  • Take a 360-degree strategic view by looking at your brand’s core strength, how consumers engage, the stance your competitors are taking, and the current business situation you face
  • Able to lead a well-thought strategic debate across the organization. Ensure sales, operations, product development and senior leaders have their say.
  • Make smart strategic decisions that map out a vision, focuses the brands limited resources, takes advantage of an opportunity, gains an early win that can leveraged to drive added power or incremental profits.

3. Define the brand

Too many marketers are trying to be everything to anyone. This strategy is the usual recipe for becoming nothing to everyone. The best brand leaders target a specific motivated consumer audience and then define their brand around a brand idea that is interesting, simple, unique, motivating and ownable. 

You have to know the fundamental ways for how to write a winning brand positioning statement with four essential elements: target market, competitive set, main benefit and reason to believe (RTB). Learn how to build a brand idea that leads every touchpoint of your brand, including the brand promise, brand story, innovation, purchase moment and experience. And finally, you have to know the tools for how to write a winning brand concept and brand story. 

  • Defines your ideal consumer target. Build out consumer profiles framed with need states, consumer insights, enemies and the desired response.
  • Take a consumer-centric mindset to turn brand features (what you do) into functional benefits (what consumers get) and emotional benefits (how it makes them feel)
  • Find a winning brand positioning statement that is own-able for your brand and motivates consumers to build a tighter bond with the brand.
  • Develop a brand idea that is interesting, simple, unique, inspiring, motivating and ownable. You must be able to stretch that brand idea across every consumer touchpoint, including the brand promise, story, innovation, purchase moment and consumer experience.

4. Create Brand Plans

Too many marketers focus on a short-term to-do list, not a long-term plan. The best brand leaders write brand plans everyone in the organization can follow with ease, including senior management, sales, R&D, agencies and operational teams. You have to know how to write each element of the brand plan, including the brand vision, purpose, values, goals, key Issues, strategies, and tactics. You must be able to build execution plans including a brand communications plan, innovation plan, and in-store plan.

  • Lead the development of all elements of a smart brand plan; vision, purpose, goals, issues, strategies, tactics.
  • Know how to turn strategic thinking into smart strategic objective statements that can stand as the foundation of the brand plan
  • Able to use the brand plan presentation to convince senior management to follow the issues and strategies you lay out, and garner the necessary support across the organization.
  • Develops smart execution plans that deliver against the brand strategies, and steer each execution team to stay on strategy.

5. Inspire creative execution

Too many marketers are becoming task-masters and stepping over the line into execution. The best brand leaders need to inspire experts to produce smart and creative execution. You need tools and techniques for judging and making decisions on creative advertising from your agency.  For judging execution, I use the ABC’s tool, believing the best executions must drive Attention (A), Brand link (B), Communication (C) and Stickiness (S). I also have a checklist for you to use when judging executions. One crucial skill is being able to give direction to your agency to inspire and challenge great execution.

  • Write strategic, focused and thorough creative briefs that will inspire great work from those experts who will execute on your brand’s behalf.
  • Capable of leading all marketing projects whether they are on brand communication, innovation, selling or experience.
  • Able to inspire greatness from experts at agencies or throughout the organization to offer their greatest work on your brand.
  • Makes smart marketing execution decisions that will help tighten the bond with consumers, put the brand into a more powerful position and drive long-term success that matches up tot he strategy.

I believe you need a playbook that covers each of these skills. Here’s the skills you need to be able to bring out when needed in your role.

Marketing Skills

Taking this a step further, use our assessment tool to highlight your own marketing skill gaps. Once you identify these skill gaps, use our book or our brand training programs to close those gaps.

marketing skils

Here is a presentation that can help you manage your career in Brand Management.

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

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

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

Beloved Brands book

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

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

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

Beloved Brands: Who are we?

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

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

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

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

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

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

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

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

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

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

 

 

A tool for CMOs to use in evaluating their marketing team

Posted on Posted in How to Guide for Marketers

The best brand leaders are strong on analytics, strategic thinking, positioning,  brand plans and marketing execution. As a CMO, where do you think your team has a gap? If you want better performance results, then invest in making your team stronger.

 

How good is your marketing team?

For each of 5 major elements, I have broken down each into 4 key skills a marketer must have. And, that provides a total of 20 overall skills. I have provided definitions for you to think about when assessing your own team.

How good is your marketing team?

For the CMO, I would encourage you to do an evaluation using our scorecard. See how your team stacks up against your own expectations. Use this tool to identify any of the potential gaps on your team.

For each element, score each individual from 1 to 5.

  • 5 means they are exceptional in that element.
  • 4 means they are very strong.
  • 3 says they are solid performers.
  • 2 would mean they fall below your own expectations.
  • 1 means they are unable to perform that skill.

Once you have completed the evaluation, you can provide an overall score to identify how well you are doing. Unless they score in the 80 or 90% zone they likely need help. Not only that, their performance is likely holding back the performance of your brand.

How good is your marketing team?

The role of the CMO is to make your team smarter

Focus on your people, and the results will come. Smart people produce great work and in turn outstanding results. You should have a regular review of the talent with your directors. Build a system to provide feedback to everyone on the team, preferably on a quarterly basis. 

CMOs should invest in marketing training and development. Marketing Training is not just on the job. Balance with workshop training to give your people the skills. Marketing fundamentals matter. Right now, marketers need more marketing skills training. Your people need to know how to strategic thinking, define their brand’s positioning statement, write a Brand Plan, write a Creative Brief and judge advertising. People are NOT getting the same development they did in prior generations. Investing in marketing training, not only makes them better, but it also motivates them to know that you are investing in them.  

1. Brand analytics 

Can your people turn data into analytical storytelling?

  • You will learn how to build a deep-dive business review on the brand, looking at the market, consumers, competitors, channels, and brand.
  • To start, you will learn the smart analytical principles that will challenge your thinking and help you gain more support by telling analytical stories through data.
  • We teach you the steps to complete a deep-dive Business Review that will help assess the health and wealth of the business, looking at the category, consumer, competitors, channels, and brand. We show key formulas you need to know for financial analysis.
  • Marketers will learn how to turn your analysis into a presentation for management, showing the ideal presentation slide format. We provide a full example of a business review, with a framework for every type of analysis, to use on your own brand.
  • You will learn how to turn your analytical thinking into making projections by extrapolating data into the future.

2. Strategic Thinking

Do your people focus on the right elements of your business?

Strategic Thinking is an essential foundation for Marketers, to inspire them to ask big questions that challenge and focus their decisions.

  • You will learn how to think strategically, by asking the right questions before reaching for solutions, mapping out a range of decision trees that intersect and connect by imagining how events will play out.
  • To start, we take you through the 8 elements of good strategy: vision, opportunity, focus, speed, early win, leverage, and gateway. We introduce a forced choice to help Marketers make focused decisions.
  • We emphasize the value of asking good questions, using five interruptive questions to help frame your brand’s strategy. And, this helps to look at the brand’s core strength, consumer involvement, competitive position, the brand’s connectivity with the consumers and the internal situation the brand faces.
  • As a result, you will learn how to build strategic statements to set up a smart strategic brand plan.

3. Brand Positioning

Can your people define your brand?

  • Our program shows how to write a classic Brand Positioning statement with four key elements: target market, competitive set, main benefit and reason to believe (RTB).
  • We introduce our Consumer Benefit ladder tool, that starts with the consumer target, with insights and enemies. We layer in the brand features. Then, we force you to get in the consumer’s shoes and ask “what do I get” to find the functional benefits and ask “how does this make me feel” to find the emotional benefits.
  • You will have access to the unique tool that provides the top 50 potential functional and top 40 emotional benefits. This help Marketers stretch their minds yet narrow in on those that are most motivating and own-able for the brand.
  • Then, we show how to build an Organizing Big Idea that leads every aspect of your brand, including promise, story, innovation, purchase moment and experience.

4. Brand Plans

Can your people write a Brand Plan for everyone to follow?

  • We demonstrate how to write each component of the Brand Plan, looking at vision, purpose, values, goals, key Issues, strategies and tactics. And, we provide definitions and examples to inspire Marketers on how to write each component.
  • You will have a full example of a Brand Plan, with a framework to use. Marketers can try out the concepts on their own brand with hands-on coaching and feedback to challenge them.
  • 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.
  • We also offer unique 1-page formats for an Annual Plan and Long-Range Strategic RoadMap.

Marketing Execution

Can  your people judge, decide and give direction to agencies?

You will learn how to judge and decide on execution options that break through to consumers and motivates them to take action.

  • We provide Marketers with tools and techniques for judging communication concepts from your agencies, as well as processes for making decisions and providing effective feedback. We talk about the crucial role of the brand leader in getting amazing marketing execution for your brand.
  • To start, 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)
  • You learn how to provide advertising direction that inspires and challenges the agency to deliver great execution. You will learn about how to be a better client so you can motivate and inspire your agency.

Time to step up and invest in marketing training

The smartest plan for your people is to identify the gap areas. And, then look through each of the modules to see which one would be best suited to help them. We can certainly customize any program to meet your needs. One of the best ways to drive long-term business results from your brands is to ensure you have a strong marketing team in place. At Beloved Brands, we can develop a tailored program that will work to make your team better. Regardless of industry, the fundamentals of Brand Leadership matter.

For the CMO, in terms of connecting with your people, training is one of the greatest motivators for teams and individuals. Not only do people enjoy the sessions, they see the investment you are making as one more reason to want to stay. They are focused on their careers and want to get better. If you can be part of that, you will retain your best people.

Our brand training program can be executed to meet your needs whether that’s in:

  • Workshop format or small team training.
  • Coaching, either in a team setting or one-on-one.
  • Mentoring to high-potential managers or executives.
  • Skype video or webinar style for remote locations.
  • Lunch-and-learn style

Smarter people will lead to better work and stronger brand performance results

 

My new book, Beloved Brands, coming this spring.

How this Beloved Brands playbook can work for you. The purpose of this book is to make you a smarter brand leader so your brand can win in the market. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson bio

The five success factors for VP Marketing and CMO roles

Posted on Posted in How to Guide for Marketers

At the VP Marketing level, it is less about marketing and more about people. The equation is simple: better people make amazing work, that delivers outstanding results. Be a consistent, authentic, approachable leader, to inspire and motivate your teams. Invest in your people, with marketing training and development to help your people realize their full potential. Focus on marketing skills, experiences, and behaviors.

1. Your people come first

Focus on your people, and the results will come. Smart people produce great work and in turn outstanding results. You should have a regular review of the talent with your directors. Build a system to provide feedback to everyone on the team, preferably on a quarterly basis. 

Invest in marketing training and development. Marketing Training is not just on the job, but in the classroom to challenge the thinking of your people and give them added skills to be better in their careers. Marketing fundamentals matter. Right now, marketers need more marketing skills training. Your people need to know how to strategic thinking, define their brand’s positioning statement, write a Brand Plan, write a Creative Brief and judge advertising. People are NOT getting the same development they did in prior generations. Investing in marketing training, not only makes them better, but it also motivates them to know that you are investing in them.  

2. Run the marketing process and the system

The best VPs should run the P&L and all the Marketing processes. You have to run the P&L and make investment choices. Bring an ROI and ROE (Return on Investment and Effort) mindset to those decisions. These choices will be one of the essentials to making the numbers and gaining more freedom in how you do the job. Regarding process, it has always been my belief that smart processes in place—brand planning, advertising, creative briefs—should not restrict your people, but instead provide the right freedom to your people. Get your people to drive all their creative energy into great work that gets in the marketplace, not trying to figure out what slide looks cool in the brand plan presentation.  

3. Be the visionary

The best VPs bring a vision, not just for the direction of the brand but the inspiration for the team. Come up with a theme that taps into the purpose, beliefs, expectations and the behaviors you will reward. You are now the Mayor of Marketing. What’s your campaign slogan? Get up, walk around and engage with everyone on your team. You can make someone’s day, motivate and encourage them to deliver excellent work. Set a high standard, and when your team put an outstanding idea up for approval, and it is fundamentally sound, then approve it. Do not do the constant spin of fear. It makes you look indecisive and bureaucratic. 

4. Put the spotlight on your people

The best VPs let their people own it and let them shine. It has to be about them, not you. Do not be the super-duper Brand Manager. By making all the decisions, you bring yourself down a level or two, and you take over their job. Instead of telling; start asking questions. Challenge your team and recognize the great work. It might be my own thing, but I never said: “thank you” because I never thought they were doing it for me. Instead, I said: “you should be proud” because I knew they were doing it for themselves.  

5. Be a consistent, authentic, approachable leader

The best VPs have an open door and make it easy for people to engage them. You have to set up an avenue where they can approach you and feel comfortable enough to communicate the good and bad. A hidden leader scares people. No one wants to share concerns or bad results, for fear of how you will react. Don’t get left in the dark. Open communication keeps you more knowledgeable. Get your people to challenge you. Inconsistent and unpredictable behavior by a leader does not “keep them on their toes.” It creates tension and inhibits creativity. Be consistent in how you think, how you act in meetings and how you approve. Leadership assumes “follower-ship.” Create an atmosphere that will make people want to go the extra mile for you. Once you show up ready to listen, you will be surprised how honest they will be and how much they will tell you.

The VP role can be very lonely

I remember when I first took the job as VP, I found it surprisingly a bit lonely. Everyone in marketing tries to be “on” whenever you are around. And you don’t always experience the “real” side of the people on your team. Just be ready for it. It takes a while to get used to the distance from your new peers (the head of sales, HR, operations or finance). It is far greater than you might expect and it may feel daunting at first. Your peers expect you to run Marketing and let them run their functional area. And the specific problems you face, they might not appreciate or even understand the subtleties of the role. Your boss also gives you a lot of rope, which can be either good or bad. There will be less coaching than you had in prior positions. It is crucial for you to have a good mentor or even an executive coach to give you someone to talk with that understands your role. Maybe it’s time to get a dog!  Haha. Good luck.

I am excited to announce the release of my new book, Beloved Brands.

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

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

To order the e-book version of Beloved Brands, click on this link: https://lnkd.in/eUAgDgS

And, to order the paperback version, click on this link: https://lnkd.in/eF-mYPe

 

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson bio

 

 

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

Posted on Posted in Beloved Brands in the Market

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

McDonald's outdoor ads

 

 

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

 

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

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

 

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

The smart and creative thinking behind great advertising

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

Creative Advertising Execution

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

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

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

 

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

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Graham Robertson Profile

How to handle yourself at the creative advertising meeting

Posted on Posted in How to Guide for Marketers

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

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

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

1. What does your gut instinct say?

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

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

Creative Advertising Execution

2. Do you love it?

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

3. Is the advertising on strategy?

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

4. How big is the creative idea?

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

Making advertising decisions

At the decision point, you have three choices:

        • Approve
        • Reject
        • Change

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

Creative Advertising Execution

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

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

Challenge yourself to get better at advertising 

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

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

How to lead the creative advertising process

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

 

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

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

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

Beloved Brands book

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

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

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

Beloved Brands: Who are we?

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

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

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

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

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

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

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

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

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

Signature

Graham Robertson

Founder and CMO, Beloved Brands Inc.

 

Why do Marketers fail?

Posted on Posted in How to Guide for Marketers

The best marketers take ownership of the brand, provide a clear vision and set of strategies, know what they want, then goes and gets what they want, can handle the pressure of Marketing and spend the effort to make their Assistant Brand Manager as good as can be. So why do marketers fail?

Ten reasons why marketers fail:

  1. You fail to make decisions. Stop bundling everything together, do too many things, and you never prioritize. Action over brains never works for long.
  2. Unable to translate data into analytical stories. You need to learn to turn data into issues, then strategies for approval, then action.
  3. Can’t get along with Sales, Agency or subject matter experts around you. They will talk openly about you, and destroy you.
  4. Struggle to deal with ambiguity. Seek clarity at the wrong moment for the sake of comfort. As a result, you opt for the safe/comfortable/easy option, rather than dig in to find the right answer. Marketers will miss answers by being stiff.

    Why Marketers Fail

  5. You fall for tactics off strategy. When you are mesmerized by shiny tactical toys, it is like taking a holiday from the pursuit of your brand vision.
  6. Bad people Manager. Can’t delegate, selfish, nasty, untrusting, fearful of giving feedback. The best people won’t want to work for you.
  7. Poor communicators, with the boss, or partners. Dealing with you is frustrating. Being a poor communicator creates a lack of trust.
  8. Never follow your instincts. Don’t be the doubter,  who constantly second-guess themselves. It ends up with constant spin/re-think. Slow at moving work through.
  9. You can’t write or present strategically. The reality is that smart thinking must be sold in for approval. Learn to write with a strategic mind. Learn to present your plans whether it is in the front of a room or 1-on-1 over a sheet of paper.
  10. You settle for OK, rather than push for great. Boring work will fail to break through. OK becomes contagious. If you don’t love your work, how do you ever expect your consumer to love your brand?

Five success factors for Brand Managers

1. Ownership

A great Brand Manager takes ownership of the brand. Many marketers struggle with the transition from being the helper to now being the owner. As you move into the job, you have to get away the idea that someone will hand you a project list. Not only will you make the project list, but you should also come up with the strategies that set up the need for the projects.

The best Brand Managers speak with a telling voice, rather than an asking voice. It is great to be asking questions as feelers, but you must realize that most people on the team will be looking to you for the decisions. Your people want to be heard and have their expertise recognized. They recommend, and you decide. Even when managing upwards be careful you do not ask what you should do. A great boss will want you to tell them what you want to do, and let the debate begin from there. 

2. Strategic direction

A great Brand Manager provides a clear vision and set of strategies. You should create a vision for the brand, to serve as a rallying cry for your team. Let everyone know where you want to go. The strategic choices and your brand’s execution should match up with your vision. As the brand owner, you become the steward of the strategy. You should reject everything that does not line up with your vision. Learn to think in terms of strategic pillars, to steer, control, inspire and manage the various functions and Agencies who support your brand. You have to be the one to drive a consistent delivery on your brand, despite having a wide-ranging collection of people behind the brand.

3. Working the system

A great Brand Manager knows what they want, then goes and gets what they want. Organizations are filled with functional groups, layers, external agencies, with everyone carrying a different set of goals and motivations. To an outsider, every organization appears to be a collective mess. The best Brand Managers can see much clearer. They can quickly understand and appreciate the motivations of various key stakeholders, and use that knowledge to work the system. Your greatness comes from the greatness of the subject matter experts who work on your brand. You must get them to give you their best. Tap into their motivations, to ask for their best work. One secret that took me many years to figure out; if you want someone’s best work, sometimes it is as simple as asking for their best work. The reason it works is very few Brand Managers ask. 

4. Dealing with Pressure

A great Brand Manager can handle the pressure of Marketing, including ambiguity, the push for results, dealing with relationships and managing their time. If you can manage these four pressure points effectively, then you can even begin to use them against each other.

First of all, the unknown of ambiguity and the time pressure of deadlines can work against each other. However, the best Brand Managers figure out how to work them to our advantage, as they evoke the right balance of patience with ambiguity and persistence in getting things done. At every level, there is time pressure. Be organized, disciplined and work the system, so it does not get in your way.

If you are fully aware of the timelines, better than others on your team, you can use time pressure against your people to push for better work. I have found many subject matter experts, especially creative people, will choose the best path when pushed with time pressure.

For example, with creative advertising, I have pushed right up against a known timeline, and asked, “We do not see good enough ideas yet. What else do you have?” More often than not, the next answers are their best. If you wait too long, you might miss an opportunity. However, if you move too quickly, you can choose a suboptimal path. How long are you able to deal with an unknown variable on your brand, without losing your composure? Stay relaxed. The consequence of not remaining composed is it creates a scared and stressed-out team, who might make poor decisions that lead to poor results. It is a dangerous game. But, when played well, you can get the best from your team.

Another significant pressure for Marketers is when positive results do not come in. It can be frustrating but is a reality we face. Force yourself to course correct, re-examine the underlying issues, and regroup with your team to look at other options, rather than continuing to repeat and repeat and repeat.

There is pressure in relationships that many Marketers feel, but are not able to fix. I recommend you should be pro-active in making the first move to build a relationship. Try to figure out the motivations and frustration points in those you work with before they become a problem. You have to know where someone stands before you can figure out where you can move them. Common ground is usually not that far away.

5. Managing others

A great Brand Manager spends the effort to make their Assistant Brand Manager as good as can be. Most Brand Managers struggle with their first five direct reports. The key is to keep self-evaluating and looking for ways to improve with each direct report. It can be a struggle to shift from “do-er” to coach. It is always tempting to think you can do something faster, so you may as well do it. The problem is you just become the “super ABM.” Many Brand Managers fail to share the spotlight, so it becomes hard for you to showcase your Assistant Brand Manager.

But, you must believe the work of your Assistant Brand Manager will reflect positively on how good of a manager you are. Assistant Brand Managers need feedback—both the good and bad—to improve. I see too many Brand Managers not giving enough feedback. And, so many afraid of “going negative” so the ABM is left in the dark or left believing they are doing a good job.

Great Brand Managers take the time to teach up front, give the ABM some room to try it out and then provide hands-on feedback in real time. Use weekly meetings to give both positive feedback and address gaps. And, I believe Brand Managers should do quarterly performance reviews with their ABMs. At that level, an annual review is just not enough. They will learn faster with more feedback.

 

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

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

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

Beloved Brands book

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

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

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

Beloved Brands: Who are we?

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

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

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

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

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

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

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

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

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

Graham Robertson signature

 

 

 

 

 

 

Five elements of smart strategic thinking

Posted on Posted in How to Guide for Marketers

Everyone says they are a strategic thinker, yet few are. Early in my career, I confess that I was more of an instinctual marketer. To be strong in strategic thinking, learn to slow down and organize our thoughts. You need to a set a vision, invest your limited resources against an identified opportunity. And, then you need to create a market impact that can be leveraged into a performance result.

 

Smart Strategic Thinking

1. Set a vision of what you want for your brand

A vision sets aspirational stretch goals for the future, linked to a clear result or purpose. Write a vision statement in a way that scares you a little and excites you a lot. It steers everyone who works on the brand to focus on creating a bond with your consumers. This will lead to power and profit beyond what the product alone could achieve.

“If you do not know where you are going, how will you know if you get there?” Yogi Berra.

To be a visionary, you must be able to visualize the future. Imagine it is five or 10 years from now and you wake up in the most fantastic mood. Visualize a perfect future and write down the most critical milestones you need to achieve. Even think about words that will inspire, lead and steer your team towards your vision.

A strategic thinker starts with asking questions. They ask interruptive questions that frame the issues in terms of what you want to achieve. Raise those issues early on. Focus the team on the significant problems that need to be solved. That will get you on the path to your vision.

2. Invest resources in a strategic program

Think through the options of where you should invest to move your brand into a more powerful and profitable position. The programs you choose should solidify the brand’s core strength, build a brand idea that tightens the consumer bond, battle competitors on positioning, or address the situational challenges and opportunities.

3. Focus on an identified opportunity

Focus your limited resources on a distinct opportunity you have identified based on a potential change in the market, including changes to consumers, competitive situation, technology or sales channels.

In today’s data-driven world, everyone has access to the equivalent information and in turn, can see the same opportunities. You must use speed to seize the opportunity before others can take action, and then that opportunity is gone.

The best brand leaders never divide and conquer. They force themselves to focus and win. The smartest brand leaders use the word “or” more often than they use the word “and.” If you come to a decision point, and you try to rationalize doing a little of both, you are not strategic. Force yourself to make choices.

Many marketers struggle to focus.

Myth 1: The most prominent myth of marketing is to believe that your brand will get bigger if you have a broader target market. 


Reality: Too many marketers target anyone. I will always argue it is better to be loved by a few than tolerated by many. You have to create a tight bond with a core base of brand fans, and then use that fan support to expand your following.

Myth 2: The second myth to becoming a more prominent brand is to believe a brand stands for everything. Some brands try to say everything possible with the hope the consumer hears anything.

Reality: Hope is never a strategy. To be loved by consumers, a brand must stand for something with a backbone and conviction. Trying to be everything to anyone just ends up becoming nothing to everyone.

Myth 3: Your brand will be bigger if you try to be everywhere, whether in every sales channel or on every possible media option.

Reality: If you went to Las Vegas and put a chip on every square, you would be bankrupt before midnight. The worst marketers lack focus because they fear missing out on someone or something. By trying to be everywhere, the brand will drain itself and eventually end up being nowhere.

Limited resourcesStrategic Thinking

Every brand has limited resources, whether they’re financial, time, people, or partnerships. Marketers always face the temptation of an unlimited array of choices. Focus the possible target market, brand messages, strategies, or tactics. The smartest brand leaders limit their choices to match up to their limited resources, to focus on those that will deliver the highest return.

When you focus, five amazing things happen to your brand:

  1. Stronger return on investment (ROI): When you focus your dollars on the distinct breakthrough point or against a program that you know will work, you will see the most positive and efficient response in the marketplace.
  2. Better return on effort (ROE): You must make the most efficient use of your limited people and resources. Find the Big Easy! Focus on the ideas with the most significant impact that is the easiest to execute. Avoid those ideas that are small and difficult to implement. While you may not always have the data to calculate your ROI, you should have the instincts to figure out your ROE.
  3. Stronger reputation: When you limit your audience and brand message, you will have a better chance to own that reputation among that core target audience.
  4. More competitive: When you focus your message to a specific target audience, your brand will start to create a space in the market you can defend against others from entering that space.
  5. More investment behind the brand: When you focus and deliver business results, your management team will ask you to do that again. They will give you more money and more people resources. Even with increased resources, you must take the same focused approach.

4. Leverage the breakthrough market impact

A smart strategy turns an early breakthrough win into a shift in momentum, positional power or tipping point where you begin to achieve more in the marketplace than the resources you put in.

Many underestimate the need for an early win. I see this as a crucial breakthrough point where you start to look at a small shift in momentum towards your vision. While there will always be doubters to every strategy, the results of the early win provide compelling proof to show everyone the plan will work. You can change the minds of the doubters—or at least keep them quiet—so everyone can stay focused on the breakthrough point.

The magic of strategy happens through leverage, where you can use the early win as an opening or a tipping point where you start to see a transformational power that allows you to make an impact and achieve results in the marketplace. A smart strategy should trigger the consumer to move along the bug journey from awareness to buy and onto loyalty, or it can help tighten the consumer’s bond with the brand.

Strategic Thinking

5. Performance result that pays back

The shift in positional power in the marketplace moves your brand toward your vision and creates a future pathway to building a consumer bond, brand power, and brand profitability.

A brand can become powerful compared to the consumers they serve, the competitors they battle, the channels they sell through, the suppliers who make the products or ingredients, the influencers in the market, any media choices and the employees who work for the brand. We explored these eight sources of power in the opening chapter.

You can drive profit through premium pricing, trading consumers up on price, finding a lower cost of goods, using lower sales and marketing costs, stealing competitive users, getting loyal users to use more, entering new markets or finding new uses for the brand. We explored these eight ways a brand can add to their profitability in the opening chapter.

For a strategy to work, what pays off in the marketplace must pay off in brand power or business results.

Strategic Thinking

 

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 Strategic Thinking, click on the Powerpoint presentation below:

 

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

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

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

Beloved Brands book

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

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

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

Beloved Brands: Who are we?

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

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

We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.

We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.

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

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

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

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

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

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

Graham Robertson signature

 

 

20 thought starters to challenge brand managers to be better

Posted on Posted in How to Guide for Marketers

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

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

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

Beloved Brands Book

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

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

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

Available on Amazon, Apple Books or Kobo

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

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

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

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

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

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

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

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

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

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

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

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

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

Graham Robertson signature

 

 

 

 

 

 

 

 

 

 

 

How marketers should deploy the right leadership style for the right brand situation

Posted on Posted in How to Guide for Marketers

Situational leadership in marketing means identifying the right situation for when to be a strategic thinker, an instinctual thinker ora task master. The challenge is we each bring a natural style and have to learn the other two with experience. It is all about situational leadership.

situational leadership

 

Strategic Thinkers

Strategic leaders see ‘what-if’ type questions before they look for potential solutions. They are able to map out a range of decision trees that intersect, by imagining how events will play out in the future. They think of every option before taking action.

The trick to being strategic is to think slowly with strategy. If you move too quickly on brand strategy, you will be unable to see the insights beneath the surface, and you risk solving the wrong problem.

5 ways to slow your brain down to think strategically

The risk to just deploying the one leadership style is if strategic thinkers just think too long, they spiral around, unable to decide, and miss the opportunity window.

  1. Find your own thinking time. Walks at lunch or a drive somewhere to get away from it all. Block hour-long “thinking meetings” with yourself.
  2. Organize your week to fit your thinking pace. Talk “big ideas” on a Friday morning so you can take the weekend to think. Schedule quick updates on Monday afternoon that clears your mind for the week.
  3. Do the deep thinking before the decision time comes. Always be digging deep into the analytics to stay aware, prepare yourself, no matter your level.
  4. Next time in a meeting, ask the best questions. Too many leaders try to impress everyone with the best answers. Next time, try to stump the room with the best questions that slow down your team and force them to think.
  5. Proactively meet your partner teams. Get to know the needs of your sales teams or agency account leaders, and not wait for a problem or conflict. Come to them proactively with possible solutions so you both win.

Instinctual Thinkers

Instinctual leaders jump right in because their gut already sees the right answer solution. They move fast, using emotional, impulse and intuitive gut feel. They choose emotion over logic. This “gut feel” fosters high creativity.

The trick to be instinctual, you must think quickly on execution. Without intuitive freedom, you will move too slowly, overthink and second-guess yourself. You risk destroying the creativity of the right solution.

5 ways to speed up your brain to think instinctually

  1. Have fun, and be in the moment: Relax, smile, have fun, stay positive. If you get too tense, stiff, too serious, it can impact the team negatively.
  2. Focus on first impressions. Don’t let the strategy get in your way of seeing what you think of the creativity. This allows you to see it how your consumer might see it. You still have time to think strategically about it after your instincts.
  3. Put yourself in the shoes of the consumer. You have to represent your consumer to the brand. Try to react and think as they might. Learn to observe and draw insights.
  4. Do not make up concerns that are not there. While you need to be smart, don’t cast every possible doubt that can destroy creativity. Too many brand leaders destroy creativity one complaint at a time.
  5. Let it simmer for a while, before rejecting. You always have the option to reject an idea. Why not let it breathe a little, see it you can make it even better. If it gets better, you win. If not, you can still reject it, without any risk.

Task Masters

Task masters stay in control to get things done, keep things on time and on budget. They are always in full control, organized and on time. They never lose sight of the end goal, efficiently knock down roadblocks, to keep everyone else on track with time and budgets.

To be a successful task master,  it is to realize there is a business to run. Without staying focused on the end goal, strategic thinking and creative instincts are wasted, resulting in missed opportunities.

You can overly rely on the task master, the risk is you end up with hollow thinking, OK creativity and OK business results.

5 ways to be more of a task master

  1. Set high standards for you and the team: Hold the team to consistently high standards of work in analytics, strategic thinking, planning and execution in the market (advertising, innovation, purchase moment and brand experience)
  2. People leadership: Provide a team vision, consistently motivate others, be genuinely and actively interested in helping your team manage their careers.
  3. Lead the process: Organize, challenge and manage the processes so your team can focus on thinking, planning and executing. Guide the team to get things done on time. on budget and on forecast.
  4. Hit deadlines: Never look out of control or sloppy. Marketers have enough to do, that things will just stockpile on each other. In Marketing, there are no extensions, just missed opportunities.
  5. Know your business: Don’t get caught off-guard. Make sure you are asking the questions and carrying forward the knowledge.

Finding that balance

As a leader, it is crucial for you to deploy the right leadership style in the moment, to be able to maneuver. Your brain should operate like a race car driver, slow in the corners and fast on the straight away. Change brain speeds, think slowly when faced with difficult strategy and think quickly with your best instincts on execution.

When you are in a team situation, try to recognize the natural styles of each of your team members. Make sure the team is well balanced, to ensure someone is the thinker, someone has the intuition to break through the clutter and then someone is the task master. Appreciate what each person brings to the table, leverage their natural strengths and ensure you be honest about your own style.

Beloved Brands: Who are we?

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

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

We help brands find growth

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

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

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

We make Brand Leaders smarter

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

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

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

Beloved Brands Graham Robertson

 

 

How to win the competitive battle for your consumer’s heart

Posted on Posted in Beloved Brands Explained

You must decide if you will position your brand to be better, different, or cheaper. Otherwise, you will not be around for very long. 

A winning brand position matches what consumers want with what your brand does best, always better than your competitors. I will outline four types of competitive brand strategy situations: the power player, challenger brand, disruptor brand and the craft brand. You must identify and choose one competitive situation, which best fits where you are today, and where you want to go next.

To find the competitive space in which your brand can win, I introduce the Venn diagram of competitive situations. Looking below, the first circle should list out everything the consumer wants. The second circle then lists everything your brand does best. And, finally, the third circle lists everything your competitor does best.

 
 

To win, brands have to find the space where they are better, different, cheaper…or else they will not around for very long.

To find your brand’s winning zone, you should match up what consumers want with what your brand does best. This provides you a distinct space that you can own and defend from attack. To maintain ownership over that space, your brand should always be able to satisfy the needs of the consumer better than anyone else can.

Your brand will not survive in the losing zone, which is the space that matches up the consumer needs with the area where your competitor does it better than your brand. It is dangerous to try to play in this space, because over the long term, your competitor will beat you.

Brands can win the risky zone

As markets mature, competitors copy each other. It becomes harder to be better with a definitive product win, and that leaves you to play in the risky zone, which is the space where you and your competitor both meet the consumer’s needs in a relative tie. The tie is important to understand, because brands can still win the tie when they make their brand seem different enough that consumers perceive their brand to be better. Perception becomes reality. The four ways to win the risky zone is to leverage your brand’s power in the market to squeeze out lesser brands, or to be the first to capture and defend the space, or to win with innovation and creativity, or find ways to build a deeper emotional connection.

Sadly, I do have to always mention the dumb zone where two competitors “battle it out” in the space where consumers do not care. One competitor says, “We are faster” and the other thinks, “We are just as fast”. A competitive war starts up, yet no one bothered to ask the consumer if they care.

Competitive situations

Brands rarely experience competitive isolation. Even in a blue ocean situation, the euphoria of being alone quickly turns to a red ocean, cluttered with the blood from nasty battling competitors. The moment we think we are alone, a competitor is watching and believing they can do it better than we can. When you ignore your competition, believing only the consumer matters, you are on a naive pathway to losing. Competitors can help sharpen our focus and tighten our language on the brand positioning we project to the marketplace.

Regarding marketing war games, I will use this Venn diagram to map out four types of competitive brands: 

  1. Power players
  2. Challenger brands
  3. Disruptor brands
  4. Craft brands. 

Power Player brands

Power players lead the way as the share leader or perceived influential leader of the category. These brands command power over all the stakeholders, including consumers, competitors, and retail channels.

Regarding positioning, the power player brands own what they are best at and leverage their power in the market to help them own the position where there is a tie with another competitor. 

Owning both zones helps expand the brand’s presence and power across a bigger market. These brands can also use their exceptional financial situation to invest in innovation to catch up, defend, or stay ahead of competitors.

Power player brands must defend their territory by responding to every aggressive competitor’s attacks. 

They even need to attack themselves by vigilantly watching for internal weaknesses to close any potential leaks before a competitor notices. Power player brands can never become complacent, or they will die.    

 

One of the best contemporary power player brands is Google, which has managed to dominate the search engine market. The company’s extreme focus and smart execution gained market power and squeezed out Microsoft and Yahoo. Focused on providing knowledge for consumers, Google has continued to expand its services into a bundle of products with e-mail, maps, apps, docs, cloud technology, and cell phones. Regarding advertising dollars, the combination of Google and Facebook now accounts for over 80% of all digital advertising spending. We are currently entering the digital duopoly age with influence shared between these two power player brands. 

Challenger brands

Challenger brands must change the playing field by amplifying what your brand does best while simultaneously repositioning the power player brand you want to take down. 

While your first instinct would be to attack the power player’s weakness, the smarter move is to reposition one of the power player’s well-known strengths into a perceived weakness. This strategy helps move the power player brand outside of what consumers want.

When you attack a power player brand, be ready for the leader’s potential defensive moves and anticipate a response with full force, as the power player brand has more significant resources than you. Be highly confident that your attack will make a positive impact before you begin to enter into a war. The worst situation is to start a war, you cannot win, as it will drain your brand’s limited resources, only to end up with the same market share after the war. 

Since the power player leader tries to be everything to everyone, you can narrow your attack to slice off those consumers who are frustrated with the leading brand. Tap into their frustration to help kickstart a migration of consumers away from the leader. If you can gain these lost consumers, you can quickly change share positions. 

One of the best examples of a challenger brand that made significant gains is the Pepsi Challenge from the 1970s. It was a direct offensive attack on Coke. In blind taste tests, Pepsi was the preferred brand. Pepsi is a much sweeter taste, so in a quick hit, it was the chosen brand. Coke is an acquired and memorable taste. The blind taste test took away the Coke brand name and the emotional feelings of that brand. At the same time, Pepsi amplified its strength as the “new generation” and positioned the brand as the solution to consumers ready to reject the “old taste” of Coke. This approach was so powerful it was even a contributing factor to the launch of a sweeter “New Coke.” 

Disruptor brands

Disruptor brands move into a blue ocean space, alone. They use a new product, distribution channel, target market, or price point. They are so different that they appear to be the only brand that can satisfy the consumer’s changing needs.

When successful, the disruptor brand repositions the major players, making them appear unattached to consumers. 

While everyone wants a game-changer, it is a high-risk, high-reward competitive situation. The trick is you have to be “so different” to catch the consumer’s attention and mindshare. Being profoundly different increases the risk you may fail. Also, your success may invite other entrants to follow. At that point, you become the new power player of the new segment. You have to continue attacking the major players while defending against new entrants who attack your brand.

Uber, Netflix, and Airbnb are contemporary brands that effectively use modern technology to create such a unique offering that they cast major category-leading brands or entire industries as outdated and outside what consumers want. Uber disrupted the taxi market, Netflix is revolutionizing the way we watch TV, and Airbnb has had a dramatic impact on hotels. These brands have a smarter ordering system, better service levels, and significantly lower prices.

Craft brand

Craft brands must win a small space in the marketplace that offers something unique to a highly engaged target. These brands succeed when they are far enough away from major competitors that the leaders ignore them because craft brands stay hidden away. 

Craft brands build themselves behind a micro-benefit, including gluten-free, low fat, locally grown, organic or ethically sourced. These craft brands take an antagonistic approach to the rest of the category, portraying every other brand in the category as old-school, overly corporate, unethical, flawed in the manufacturing or the use of ingredients. Many times, these brands take a very aggressive marketing stance, calling out the other brands as unethical or stupid. Craft brands believe it is better to be loved by the few than liked or tolerated by many.

A fantastic of example a craft brand is Five Guys Burgers, which uses fresh, high-quality beef and a commitment not to begin cooking your burger until you order it. The portions are more substantial than typical fast food, and they charge super-premium prices. Five Guys have gone in the opposite direction to most fast food restaurants, whose meals seem frozen and microwaved. Five Guys expanded rapidly with word-of-mouth helping the brand earn a reputation as “the best burger.” Now that Five Guys has become a global brand, McDonald’s has to figure out an adequate competitive response. 

Another excellent example of a craft brand is Dollar Shave, which launched as an online subscription model for razor blades. Dollar Shave uses smart sourcing and a direct-to-consumer distribution model. This efficient model eliminates costs and allows the brand to sell razors at a fraction of the cost you pay for Gillette. For consumers, the price of razor blades has gotten out of control, no matter how much innovation the leaders try to portray. Dollar Shave’s advertising openly mocked Gillette, yet it started in such a small niche, so Gillette ignored them. While year one sales were only $30 million, without a competitive response from Gillette, Dollar Shave continued to grow year-by-year, until Unilever recently purchased the brand for $1 billion. 

Our marketing training program

This type of thinking is in my book, Beloved Brands

Learn how to think, define, plan, execute and analyze

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

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

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