�ݺ�ߣshows by User: GrahamRobertson

�ݺ�ߣshows by User: GrahamRobertson / http://www.slideshare.net/images/logo.gif �ݺ�ߣshows by User: GrahamRobertson / Mon, 07 Dec 2020 19:46:00 GMT �ݺ�ߣShare feed for �ݺ�ߣshows by User: GrahamRobertson Brand Plan template /slideshow/brand-plan-template/239851892 plantemplate-201207194600
Get our ideal Brand Plan template in a downloadable PowerPoint file. Link: https://beloved-brands.com/product/brand-plan-template/ Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans. Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan. Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap. For more on Beloved Brands, here are a few of our most popular articles 1. Beloved Brands Marketing Training programs. https://beloved-brands.com/brand-management-training/ 2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career. https://beloved-brands.com/mini-mba/ for online marketing course 3. Simple process to build your Brand Positioning Statement https://beloved-brands.com/brand-positioning/ for brand positioning 4. How to write a Marketing Plan https://beloved-brands.com/marketing-plans/ 5. Our one-page strategic plan https://beloved-brands.com/brand-strategy-roadmap/ 6. The best and worst of a Creative Brief https://beloved-brands.com/creative-brief-line-by-line/ 7. Marketing Plan Template https://beloved-brands.com/product/marketing-plan-template/ 8. Our one-page Brand Plan https://beloved-brands.com/brand-plans 9. How to understand Brand Architecture https://beloved-brands.com/brand-architecture 10. How to use Marketing Funnels to analyze your brand https://beloved-brands.com/marketing-funnels/ ]]>
Get our ideal Brand Plan template in a downloadable PowerPoint file. Link: https://beloved-brands.com/product/brand-plan-template/ Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans. Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan. Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap. For more on Beloved Brands, here are a few of our most popular articles 1. Beloved Brands Marketing Training programs. https://beloved-brands.com/brand-management-training/ 2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career. https://beloved-brands.com/mini-mba/ for online marketing course 3. Simple process to build your Brand Positioning Statement https://beloved-brands.com/brand-positioning/ for brand positioning 4. How to write a Marketing Plan https://beloved-brands.com/marketing-plans/ 5. Our one-page strategic plan https://beloved-brands.com/brand-strategy-roadmap/ 6. The best and worst of a Creative Brief https://beloved-brands.com/creative-brief-line-by-line/ 7. Marketing Plan Template https://beloved-brands.com/product/marketing-plan-template/ 8. Our one-page Brand Plan https://beloved-brands.com/brand-plans 9. How to understand Brand Architecture https://beloved-brands.com/brand-architecture 10. How to use Marketing Funnels to analyze your brand https://beloved-brands.com/marketing-funnels/ ]]> Mon, 07 Dec 2020 19:46:00 GMT /slideshow/brand-plan-template/239851892 GrahamRobertson@slideshare.net(GrahamRobertson) Brand Plan template GrahamRobertson Get our ideal Brand Plan template in a downloadable PowerPoint file. Link: https://beloved-brands.com/product/brand-plan-template/ Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans. Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan. Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap. For more on Beloved Brands, here are a few of our most popular articles 1. Beloved Brands Marketing Training programs. https://beloved-brands.com/brand-management-training/ 2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career. https://beloved-brands.com/mini-mba/ for online marketing course 3. Simple process to build your Brand Positioning Statement https://beloved-brands.com/brand-positioning/ for brand positioning 4. How to write a Marketing Plan https://beloved-brands.com/marketing-plans/ 5. Our one-page strategic plan https://beloved-brands.com/brand-strategy-roadmap/ 6. The best and worst of a Creative Brief https://beloved-brands.com/creative-brief-line-by-line/ 7. Marketing Plan Template https://beloved-brands.com/product/marketing-plan-template/ 8. Our one-page Brand Plan https://beloved-brands.com/brand-plans 9. How to understand Brand Architecture https://beloved-brands.com/brand-architecture 10. How to use Marketing Funnels to analyze your brand https://beloved-brands.com/marketing-funnels/ <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/plantemplate-201207194600-thumbnail.jpg?width=120&height=120&fit=bounds" /> Get our ideal Brand Plan template in a downloadable PowerPoint file. Link: https://beloved-brands.com/product/brand-plan-template/ Includes ideal slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans. Our brand plan template provides formatted blank slides with key marketing definitions where you can insert your own brand plan. Gain access to our one-page brand plan and our one-page Brand Strategy Roadmap. For more on Beloved Brands, here are a few of our most popular articles 1. Beloved Brands Marketing Training programs. https://beloved-brands.com/brand-management-training/ 2. Our Beloved Brands Mini MBA is an online marketing course to help your marketing career. https://beloved-brands.com/mini-mba/ for online marketing course 3. Simple process to build your Brand Positioning Statement https://beloved-brands.com/brand-positioning/ for brand positioning 4. How to write a Marketing Plan https://beloved-brands.com/marketing-plans/ 5. Our one-page strategic plan https://beloved-brands.com/brand-strategy-roadmap/ 6. The best and worst of a Creative Brief https://beloved-brands.com/creative-brief-line-by-line/ 7. Marketing Plan Template https://beloved-brands.com/product/marketing-plan-template/ 8. Our one-page Brand Plan https://beloved-brands.com/brand-plans 9. How to understand Brand Architecture https://beloved-brands.com/brand-architecture 10. How to use Marketing Funnels to analyze your brand https://beloved-brands.com/marketing-funnels/

Brand Plan template from Beloved Brands Inc.

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1 Marketing processes for Beyond the MBA /GrahamRobertson/marketing-processes-for-beyond-the-mba marketingprocesses-200615170841
Here are the 5 marketing processes that every brand leader must know to be successful in your job. ✅ How to define your brand positioning ✅ How to write a marketing plan ✅ How to inspire marketing execution ✅ How to analyze your brand's performance ✅ How to think strategically Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer. Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training. Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile. For more information on Beyond the MBA, go to: https://lnkd.in/e8f_dKn Here are some of our best Beloved Brands stories on brand management: Read how to write a brand positioning statement: https://beloved-brands.com/2012/05/06/brand-positioning-statement/ Read how to write a brand plan: https://beloved-brands.com/2012/06/24/brand-plan/ Read how to write a brand strategy roadmap: https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/ Read how to write brand concept: https://beloved-brands.com/2013/10/12/brand-concept/ ]]>
Here are the 5 marketing processes that every brand leader must know to be successful in your job. ✅ How to define your brand positioning ✅ How to write a marketing plan ✅ How to inspire marketing execution ✅ How to analyze your brand's performance ✅ How to think strategically Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer. Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training. Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile. For more information on Beyond the MBA, go to: https://lnkd.in/e8f_dKn Here are some of our best Beloved Brands stories on brand management: Read how to write a brand positioning statement: https://beloved-brands.com/2012/05/06/brand-positioning-statement/ Read how to write a brand plan: https://beloved-brands.com/2012/06/24/brand-plan/ Read how to write a brand strategy roadmap: https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/ Read how to write brand concept: https://beloved-brands.com/2013/10/12/brand-concept/ ]]> Mon, 15 Jun 2020 17:08:41 GMT /GrahamRobertson/marketing-processes-for-beyond-the-mba GrahamRobertson@slideshare.net(GrahamRobertson) Marketing processes for Beyond the MBA GrahamRobertson Here are the 5 marketing processes that every brand leader must know to be successful in your job. ✅ How to define your brand positioning ✅ How to write a marketing plan ✅ How to inspire marketing execution ✅ How to analyze your brand's performance ✅ How to think strategically Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer. Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training. Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile. For more information on Beyond the MBA, go to: https://lnkd.in/e8f_dKn Here are some of our best Beloved Brands stories on brand management: Read how to write a brand positioning statement: https://beloved-brands.com/2012/05/06/brand-positioning-statement/ Read how to write a brand plan: https://beloved-brands.com/2012/06/24/brand-plan/ Read how to write a brand strategy roadmap: https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/ Read how to write brand concept: https://beloved-brands.com/2013/10/12/brand-concept/ <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/marketingprocesses-200615170841-thumbnail.jpg?width=120&height=120&fit=bounds" /> Here are the 5 marketing processes that every brand leader must know to be successful in your job. ✅ How to define your brand positioning ✅ How to write a marketing plan ✅ How to inspire marketing execution ✅ How to analyze your brand's performance ✅ How to think strategically Every marketer has a natural space they excel and a blind spot they need help in. If you have a gap, it will likely show to those deciding on your next move. Challenge yourself to fill in your skills gaps using experience, coaching, and training to become a well-rounded marketer. Explore our Beyond the MBA training program which is a virtual brand management training designed for the real world. This is your opportunity to gain access to world-class brand management training. Our virtual training includes 35 engaging video training sessions as Graham shares the best brand management thinking that covers strategic thinking, brand positioning, brand plans, marketing execution, and marketing analytics. Upon completing our program, you will earn a certificate in brand management that you can proudly display on your resume and LinkedIn profile. For more information on Beyond the MBA, go to: https://lnkd.in/e8f_dKn Here are some of our best Beloved Brands stories on brand management: Read how to write a brand positioning statement: https://beloved-brands.com/2012/05/06/brand-positioning-statement/ Read how to write a brand plan: https://beloved-brands.com/2012/06/24/brand-plan/ Read how to write a brand strategy roadmap: https://beloved-brands.com/2013/04/14/brand-strategy-roadmap/ Read how to write brand concept: https://beloved-brands.com/2013/10/12/brand-concept/

Marketing processes for Beyond the MBA from Beloved Brands Inc.

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1 Managing your personal branding /slideshow/managing-your-personal-branding/230393442 linkedinyourpersonalbranding-200317121823
Use your 7-second pitch to manage your brand reputation. How do you define yourself, by where in the marketplace you see yourself having the biggest impact? What is the primary benefit you provide your target, whether they are potential prospects? What is the secondary benefit you provide your target, whether they are potential prospects? What is the expected result you deliver, that matches up to your target’s potential goals?   ]]>
Use your 7-second pitch to manage your brand reputation. How do you define yourself, by where in the marketplace you see yourself having the biggest impact? What is the primary benefit you provide your target, whether they are potential prospects? What is the secondary benefit you provide your target, whether they are potential prospects? What is the expected result you deliver, that matches up to your target’s potential goals?   ]]> Tue, 17 Mar 2020 12:18:23 GMT /slideshow/managing-your-personal-branding/230393442 GrahamRobertson@slideshare.net(GrahamRobertson) Managing your personal branding GrahamRobertson Use your 7-second pitch to manage your brand reputation. How do you define yourself, by where in the marketplace you see yourself having the biggest impact? What is the primary benefit you provide your target, whether they are potential prospects? What is the secondary benefit you provide your target, whether they are potential prospects? What is the expected result you deliver, that matches up to your target’s potential goals?   <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/linkedinyourpersonalbranding-200317121823-thumbnail.jpg?width=120&height=120&fit=bounds" /> Use your 7-second pitch to manage your brand reputation. How do you define yourself, by where in the marketplace you see yourself having the biggest impact? What is the primary benefit you provide your target, whether they are potential prospects? What is the secondary benefit you provide your target, whether they are potential prospects? What is the expected result you deliver, that matches up to your target’s potential goals?

Managing your personal branding from Beloved Brands Inc.

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1 Define your B2B Brand Positioning /slideshow/define-your-b2b-brand-positioning/213734556 b2bbookchapter-200101152012
The step-by-step process for how to define your B2B brand. This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love. https://beloved-brands.com/brand-positioning/ B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book. To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:  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 My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market. To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK ]]>
The step-by-step process for how to define your B2B brand. This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love. https://beloved-brands.com/brand-positioning/ B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book. To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:  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 My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market. To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK ]]> Wed, 01 Jan 2020 15:20:12 GMT /slideshow/define-your-b2b-brand-positioning/213734556 GrahamRobertson@slideshare.net(GrahamRobertson) Define your B2B Brand Positioning GrahamRobertson The step-by-step process for how to define your B2B brand. This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love. https://beloved-brands.com/brand-positioning/ B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book. To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:  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 My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market. To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/b2bbookchapter-200101152012-thumbnail.jpg?width=120&height=120&fit=bounds" /> The step-by-step process for how to define your B2B brand. This type of thinking is in my second book, B2B Brands, which I wrote as the playbook for how to create a B2B brand that your customers will love. https://beloved-brands.com/brand-positioning/ B2B Brands is an actionable “make it happen” playbook, not just some theory or opinion book. To reach your full potential as a B2B brand leader, you will learn to think, define, plan, inspire and analyze:  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 My goal in writing this book is to make you a smarter B2B brand leader so your brand can win in the market. To order B2B Brands on Amazon https://lnkd.in/ecesjkq on Rakuten Kobo: https://lnkd.in/eqrf-sU or on Apple Books: https://lnkd.in/eVD63iK

Define your B2B Brand Positioning from Beloved Brands Inc.

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1 How to make decisions on advertising that drives brand link /slideshow/how-to-make-decisions-on-advertising-that-drives-brand-link/165808135 brandlinklinkedin-190823112844
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air. You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart. To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story. To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad. In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising. Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories. This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X]]>
Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air. You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart. To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story. To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad. In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising. Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories. This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X]]> Fri, 23 Aug 2019 11:28:44 GMT /slideshow/how-to-make-decisions-on-advertising-that-drives-brand-link/165808135 GrahamRobertson@slideshare.net(GrahamRobertson) How to make decisions on advertising that drives brand link GrahamRobertson Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air. You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart. To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story. To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad. In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising. Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories. This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/brandlinklinkedin-190823112844-thumbnail.jpg?width=120&height=120&fit=bounds" /> Brand leaders who are good at advertising can get great ads on the air and keep bad ads off the air. You need to make decisions to find the sweet spot where your brand’s advertising is both different and smart. To be different, you need to achieve a branded breakthrough, using creativity to capture consumers. Gain their attention amid the market clutter and link your brand closer to the story. To be smart, you need a motivating message to communicate the main message memorable to connect with consumers, and make the ad stick enough to move them to see, think, feel, or act differently than before they saw the ad. In our Beloved Brands book, I outline principles for achieving attention, brand link, communication, and stickiness—the model I call the ABC’s. I show examples of some of the best ads in the history of branding to support those principles. I hope to challenge your thinking about your brand’s advertising. Brand link is not just about more of your brand, but rather the right engagement of your brand, and the placement of your brand. Sometimes less is more, when you tell stories. This type of thinking is in my Beloved Brands book, can be found on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X

How to make decisions on advertising that drives brand link from Beloved Brands Inc.

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1 Finance 101 for Marketers /slideshow/finance-101-for-marketers/164484323 brandfinancelinkedin-190817185505
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve. If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager. There are eight ways you can drive brand profits 1️⃣ Premium pricing 2️⃣ Trade loyal consumers up to a higher price 3️⃣ Lower cost of goods 4️⃣ Lower marketing and selling costs 5️⃣ Steal competitive users 6️⃣ Get loyal users to use more 7️⃣ Enter into new markets 8️⃣ Find new uses for the brand This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4]]>
Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve. If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager. There are eight ways you can drive brand profits 1️⃣ Premium pricing 2️⃣ Trade loyal consumers up to a higher price 3️⃣ Lower cost of goods 4️⃣ Lower marketing and selling costs 5️⃣ Steal competitive users 6️⃣ Get loyal users to use more 7️⃣ Enter into new markets 8️⃣ Find new uses for the brand This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4]]> Sat, 17 Aug 2019 18:55:05 GMT /slideshow/finance-101-for-marketers/164484323 GrahamRobertson@slideshare.net(GrahamRobertson) Finance 101 for Marketers GrahamRobertson Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve. If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager. There are eight ways you can drive brand profits 1️⃣ Premium pricing 2️⃣ Trade loyal consumers up to a higher price 3️⃣ Lower cost of goods 4️⃣ Lower marketing and selling costs 5️⃣ Steal competitive users 6️⃣ Get loyal users to use more 7️⃣ Enter into new markets 8️⃣ Find new uses for the brand This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4 <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/brandfinancelinkedin-190817185505-thumbnail.jpg?width=120&height=120&fit=bounds" /> Anyone who does not include “profit” in their definition of a brand has never run a brand before. To me, a product is a basic commodity you sell. A brand creates a bond that leads to a power and profit beyond what the product alone can achieve. If you want to succeed in brand management, you have to understand brand finance. After all, you are running a business. If you only like the activity of marketing, then you should become a subject matter expert, because if you cannot work the finances of your brand, you will not get promoted beyond brand manager. There are eight ways you can drive brand profits 1️⃣ Premium pricing 2️⃣ Trade loyal consumers up to a higher price 3️⃣ Lower cost of goods 4️⃣ Lower marketing and selling costs 5️⃣ Steal competitive users 6️⃣ Get loyal users to use more 7️⃣ Enter into new markets 8️⃣ Find new uses for the brand This type of thinking is in my Beloved Brands book, which I wrote as the playbook to help brand leaders build a brand that consumers love. You will learn how to think, define, plan, execute and analyze. We have a specific chapter on a Finance 101 for Marketers. To order Beloved Brands on Amazon https://lnkd.in/eF-mYPe or on Apple Books: https://lnkd.in/ekQ-n9X or on Kobo: https://lnkd.in/g7SzEh4

Finance 101 for Marketers from Beloved Brands Inc.

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1 How to run a B2B brand /slideshow/how-to-run-a-b2b-brand/122484334 brandleaderb2bmarketing-181109023105
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines. ]]>
Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines. ]]> Fri, 09 Nov 2018 02:31:04 GMT /slideshow/how-to-run-a-b2b-brand/122484334 GrahamRobertson@slideshare.net(GrahamRobertson) How to run a B2B brand GrahamRobertson Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/brandleaderb2bmarketing-181109023105-thumbnail.jpg?width=120&height=120&fit=bounds" /> Too many people think that brand management matters most to a consumer brand, and they underestimate the value of marketing for B2B brands. And many of these people are running B2B brands. They treat marketing as a support function, hiring low-cost marketing coordinators to support their sales team, and do basic packaging for new launches and run a few basic trade magazines.

How to run a B2B brand from Beloved Brands Inc.

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1 How to define your brand positioning /slideshow/how-to-define-your-brand-positioning/118870503 brandpositioning2019-181009141048
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points. ]]>
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points. ]]> Tue, 09 Oct 2018 14:10:48 GMT /slideshow/how-to-define-your-brand-positioning/118870503 GrahamRobertson@slideshare.net(GrahamRobertson) How to define your brand positioning GrahamRobertson This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/brandpositioning2019-181009141048-thumbnail.jpg?width=120&height=120&fit=bounds" /> This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.

How to define your brand positioning from Beloved Brands Inc.

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1 Brand Plans /slideshow/brand-plans/118761140 brandplantraining2019-181009003221
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. At Beloved Brands, we help brands find growth and we make brand leaders smarter. ]]>
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. At Beloved Brands, we help brands find growth and we make brand leaders smarter. ]]> Tue, 09 Oct 2018 00:32:21 GMT /slideshow/brand-plans/118761140 GrahamRobertson@slideshare.net(GrahamRobertson) Brand Plans GrahamRobertson These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. At Beloved Brands, we help brands find growth and we make brand leaders smarter. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/brandplantraining2019-181009003221-thumbnail.jpg?width=120&height=120&fit=bounds" /> These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. At Beloved Brands, we help brands find growth and we make brand leaders smarter.

Brand Plans from Beloved Brands Inc.

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1 Ideal Brand Plan Format /slideshow/ideal-brand-plan-format/118704625 brandplans2016grayscookieslight-181008153239
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format]]>
Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format]]> Mon, 08 Oct 2018 15:32:38 GMT /slideshow/ideal-brand-plan-format/118704625 GrahamRobertson@slideshare.net(GrahamRobertson) Ideal Brand Plan Format GrahamRobertson Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/brandplans2016grayscookieslight-181008153239-thumbnail.jpg?width=120&height=120&fit=bounds" /> Here is the ideal Brand plan format that includes the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements. We use both a 20 page PPT slide deck and a plan on a page format

Ideal Brand Plan Format from Beloved Brands Inc.

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1 The marketing skills you need to be a successful Brand Leader /GrahamRobertson/brand-leader-marketing-skills brandleadermarketingskills-181004032500
Our Brand Leader white paper on marketing skills At 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 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 understand how to write a brand plan that everyone can follow. ]]>
Our Brand Leader white paper on marketing skills At 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 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 understand how to write a brand plan that everyone can follow. ]]> Thu, 04 Oct 2018 03:25:00 GMT /GrahamRobertson/brand-leader-marketing-skills GrahamRobertson@slideshare.net(GrahamRobertson) The marketing skills you need to be a successful Brand Leader GrahamRobertson Our Brand Leader white paper on marketing skills At 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 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 understand how to write a brand plan that everyone can follow. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/brandleadermarketingskills-181004032500-thumbnail.jpg?width=120&height=120&fit=bounds" /> Our Brand Leader white paper on marketing skills At 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 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 understand how to write a brand plan that everyone can follow.

The marketing skills you need to be a successful Brand Leader from Beloved Brands Inc.

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1 Free chapter from our Beloved Brands book /slideshow/free-chapter-from-our-beloved-brands-book/97860575 belovedbrandschapter-180521113447
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe 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 be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. ]]>
This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe 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 be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. ]]> Mon, 21 May 2018 11:34:47 GMT /slideshow/free-chapter-from-our-beloved-brands-book/97860575 GrahamRobertson@slideshare.net(GrahamRobertson) Free chapter from our Beloved Brands book GrahamRobertson This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe 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 be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/belovedbrandschapter-180521113447-thumbnail.jpg?width=120&height=120&fit=bounds" /> This is one of the chapters of my new book: Beloved Brands. If you like this chapter, you can find the book on Amazon at https://lnkd.in/eF-mYPe 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 be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review.

Free chapter from our Beloved Brands book from Beloved Brands Inc.

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1 Do you know your consumer? /slideshow/do-you-know-your-consumer/84381015 doyouknowyourconsumer-171218164136
Do you know your consumer better than your competition knows your consumer? Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them. What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver. There is only one source of revenue. Not the products you sell, but the consumers who buy them.]]>
Do you know your consumer better than your competition knows your consumer? Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them. What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver. There is only one source of revenue. Not the products you sell, but the consumers who buy them.]]> Mon, 18 Dec 2017 16:41:36 GMT /slideshow/do-you-know-your-consumer/84381015 GrahamRobertson@slideshare.net(GrahamRobertson) Do you know your consumer? GrahamRobertson Do you know your consumer better than your competition knows your consumer? Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them. What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver. There is only one source of revenue. Not the products you sell, but the consumers who buy them. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/doyouknowyourconsumer-171218164136-thumbnail.jpg?width=120&height=120&fit=bounds" /> Do you know your consumer better than your competition knows your consumer? Think of consumer insights like you do intellectual property. Your knowledge of your consumer is a competitive advantage. Consumer Insights are little secrets hidden beneath the surface, that explain the underlying behaviors, motivations, pain points and emotions of your consumers. Insights provide a connection point to show consumers that your brand is meant for them. What are you doing to drive brand love with your consumers? The deeper the love a brand can build with your most cherished consumers, the more powerful and profitable that brand will be, going far beyond what the product alone could ever deliver. There is only one source of revenue. Not the products you sell, but the consumers who buy them.

Do you know your consumer? from Beloved Brands Inc.

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1 Ideal Long Range Strategic Plan /slideshow/ideal-long-range-strategic-plan/77642505 longrangestratplan2016grayscookies-170708125754
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.]]>
This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.]]> Sat, 08 Jul 2017 12:57:54 GMT /slideshow/ideal-long-range-strategic-plan/77642505 GrahamRobertson@slideshare.net(GrahamRobertson) Ideal Long Range Strategic Plan GrahamRobertson This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/longrangestratplan2016grayscookies-170708125754-thumbnail.jpg?width=120&height=120&fit=bounds" /> This will provide you with an ideal format for how to lay out a Long Range Strategic Plan with the vision, purpose, values, big idea, strategies, and tactics.

Ideal Long Range Strategic Plan from Beloved Brands Inc.

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1 Brand Team Assessment Tool /slideshow/brand-team-assessment-tool/76015581 brandteamassessemnttool-170516101746
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team. As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today. ]]>
We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team. As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today. ]]> Tue, 16 May 2017 10:17:46 GMT /slideshow/brand-team-assessment-tool/76015581 GrahamRobertson@slideshare.net(GrahamRobertson) Brand Team Assessment Tool GrahamRobertson We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team. As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/brandteamassessemnttool-170516101746-thumbnail.jpg?width=120&height=120&fit=bounds" /> We outline the 20 core skills and 20 behaviors that are needed for successful Marketing team. As the leader of a marketing team, you have to realize you are only as good as your people on the team. The only way your team will get better is if you identify the gaps on your team, then give your people the feedback on the gaps they need to close, and then build personal development plans for how to close those gaps. We look at people development in three different ways: skills, behaviors and experiences. We will showcase five major skill areas that includes the ability to: 1) analyze brand performance 2) think strategically 3) define the brand positioning 4) create brand plans and 5) how to inspire, challenge and make decisions on creative brand execution. We will then outline five major leader behaviors that includes: 1) accountable to results 2) team leadership 3) broad influence 4) authentic style and 5) inspiring leadership on execution. To help with the development of your people, you can use the Skills and Leadership Assessment tools to determine where your team sits today.

Brand Team Assessment Tool from Beloved Brands Inc.

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1 The 8 ways for brands to drive profit /slideshow/the-8-ways-for-brands-to-drive-profit/71693077 thebrandleaderfebruary2017-170202173715
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business. ]]>
Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business. ]]> Thu, 02 Feb 2017 17:37:15 GMT /slideshow/the-8-ways-for-brands-to-drive-profit/71693077 GrahamRobertson@slideshare.net(GrahamRobertson) The 8 ways for brands to drive profit GrahamRobertson Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/thebrandleaderfebruary2017-170202173715-thumbnail.jpg?width=120&height=120&fit=bounds" /> Anyone who does not include “profit” in their definition of brand likely has never run a brand before. To me, a product is the basic commodity you sell but a brand creates a bond, with the intention of achieving a power and profit beyond what the product alone could achieve. The only reason you would ever add more investment to create a brand is because you believe you can get more back from that investment than just selling the product. If you wish to succeed in Brand Management, you have to understand brand finance. After all, you are running a business. If you started your brand to fulfill a personal passion or promise, I will tell you that a profitable brand will allow you to fulfill a lot more promises. If you just like the activity of Marketing, then you should become a subject matter expert, not in charge of a branded business.

The 8 ways for brands to drive profit from Beloved Brands Inc.

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1 The 10 most abused words in Marketing /slideshow/the-10-most-abused-words-in-marketing/70691218 thebrandleaderjanuary2017-170105021803
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.]]>
On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.]]> Thu, 05 Jan 2017 02:18:03 GMT /slideshow/the-10-most-abused-words-in-marketing/70691218 GrahamRobertson@slideshare.net(GrahamRobertson) The 10 most abused words in Marketing GrahamRobertson On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/thebrandleaderjanuary2017-170105021803-thumbnail.jpg?width=120&height=120&fit=bounds" /> On a daily basis I hear Marketing buzz words bantered about and it becomes obvious people say them and don’t really even know what they mean. I think people use the sacred marketing words like relevant, equity or insights, because they figure no one will challenge them. Of course, everyone puts “strategic thinker” on their Linked In profile. The problem I see is that a generation of Brand Leaders have not been properly trained and it’s starting to show. For the past 20 years, companies have said “on the job” training is good enough. But now the lack of training is starting to show up. The mis-use of these words can be linked to the lack of understanding of the fundamentals of marketing.

The 10 most abused words in Marketing from Beloved Brands Inc.

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1 Judging Creative Advertising /slideshow/judging-creative-advertising/69649851 thebrandleadernovember2016-161129185214
We show you a tool for judging creative advertising. The ABC'S are Attention, Branding, Communication and Stickiness. ]]>
We show you a tool for judging creative advertising. The ABC'S are Attention, Branding, Communication and Stickiness. ]]> Tue, 29 Nov 2016 18:52:14 GMT /slideshow/judging-creative-advertising/69649851 GrahamRobertson@slideshare.net(GrahamRobertson) Judging Creative Advertising GrahamRobertson We show you a tool for judging creative advertising. The ABC'S are Attention, Branding, Communication and Stickiness. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/thebrandleadernovember2016-161129185214-thumbnail.jpg?width=120&height=120&fit=bounds" /> We show you a tool for judging creative advertising. The ABC'S are Attention, Branding, Communication and Stickiness.

Judging Creative Advertising from Beloved Brands Inc.

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1 Stop writing ugly Creative Briefs /slideshow/stop-writing-ugly-creative-briefs/67939127 thebrandleaderoctober2016-161031210128
Free Download on How to stop writing Ugly Creative Briefs The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas. ]]>
Free Download on How to stop writing Ugly Creative Briefs The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas. ]]> Mon, 31 Oct 2016 21:01:28 GMT /slideshow/stop-writing-ugly-creative-briefs/67939127 GrahamRobertson@slideshare.net(GrahamRobertson) Stop writing ugly Creative Briefs GrahamRobertson Free Download on How to stop writing Ugly Creative Briefs The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/thebrandleaderoctober2016-161031210128-thumbnail.jpg?width=120&height=120&fit=bounds" /> Free Download on How to stop writing Ugly Creative Briefs The Creative Brief should help Brand Leaders to control the strategy, yet give freedom on execution. Brand leaders have this backwards, giving freedom on the strategy with various options in the brief, and yet control the execution with a long list of mandatories and direction on style of advertising. But really, you want “creative” options, not strategic options. You should write a very tight brief, based on the strategy you decided on, before you even wrote the brief. Slow down and let your strategic thinking prevail. Brand leaders try to control the outcome of the creative process so they write a long list of mandatories in the brief, they try to steer the type of advertising they want to see, or don’t want to see. You should allow the creative process to unfold, as you always hold the power of decision. Go faster with your instincts to not over-think great ideas.

Stop writing ugly Creative Briefs from Beloved Brands Inc.

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1 Smart strategic thinking for Marketers /slideshow/smart-strategic-thinking-for-marketers/66435200 thebrandleadersept2016-160926180158
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K. ]]>
We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K. ]]> Mon, 26 Sep 2016 18:01:58 GMT /slideshow/smart-strategic-thinking-for-marketers/66435200 GrahamRobertson@slideshare.net(GrahamRobertson) Smart strategic thinking for Marketers GrahamRobertson We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K. <img style="border:1px solid #C3E6D8;float:right;" alt="" src="https://cdn.slidesharecdn.com/ss_thumbnails/thebrandleadersept2016-160926180158-thumbnail.jpg?width=120&height=120&fit=bounds" /> We have mapped out the 7 elements of smart strategic thinking, as a way to guide and challenge you to think strategically. Challenge yourself to take your brand strategy and see how it lines up to our 7 elements of smart strategic thinking. Do you have a vision, are you focused enough, are you taking advantage of some opportunity? You can have this on the brand overall, or any project that you are working on. We will show you how the model works, then provide examples drawn out using Apple, Starbucks and Special K.

Smart strategic thinking for Marketers from Beloved Brands Inc.

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1 https://cdn.slidesharecdn.com/profile-photo-GrahamRobertson-48x48.jpg?cb=1708039608 Graham Robertson | Founder and CMO | Beloved Brands Inc. Email: graham@beloved-brands.com Phone: 416.885.3911 Graham is President of Beloved Brands, a boutique brand coaching firm with worldwide impact, with experience helping brands in North America, Europe, Asia and Africa. Graham spent 20 years in brand management leading some of the world’s most beloved brands at Johnson and Johnson, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping J&J win Marketing Magazine’s Marketer of the Year award. His client list includes the NFL Players Association, Reebok. Acura, Shell, Jack Link’s, 3M, and Pfizer. beloved-brands.com/brand-positioning/ https://cdn.slidesharecdn.com/ss_thumbnails/plantemplate-201207194600-thumbnail.jpg?width=320&height=320&fit=bounds slideshow/brand-plan-template/239851892 Brand Plan template https://cdn.slidesharecdn.com/ss_thumbnails/marketingprocesses-200615170841-thumbnail.jpg?width=320&height=320&fit=bounds GrahamRobertson/marketing-processes-for-beyond-the-mba Marketing processes fo... https://cdn.slidesharecdn.com/ss_thumbnails/linkedinyourpersonalbranding-200317121823-thumbnail.jpg?width=320&height=320&fit=bounds slideshow/managing-your-personal-branding/230393442 Managing your personal...