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Silicon Review.
BELOVED BRANDS IS THE BRAND BOOK TO KEEP AT YOUR FINGERTIPS Our brand book will teach you how to think, define, plan, execute and analyze. You will find 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 aconsumer
HOW TO WRITE AN INTEGRATED BRAND COMMUNICATIONS PLAN How to write an integrated brand communications plan. The brand communications plan must steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel, do, or influence. The role of the brand communications plan is an organizingtool to
NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST New Wrigley’s ad perfectly captures how we see our post-pandemic life. The new Wrigley’s ad really jumps off the screen. It’s been all over Facebook and Twitter, on the morning news, and sent around through email and DMs. The reason: they nailed the consumer insight of how we want our post-pandemic life to look. It captures exactly how we HOW TO SUCCESSFULLY CAPTURE ATTENTION WITH YOUR ADVERTISING 2. Entertain consumers. Another type of attention-getting advertising is to make viewers laugh, cry, or dance. People engage media to be entertained. Make your ad part of the entertainment. Be aware of the evolution of the art of creativity to make sure you match the latest type of entertainment. BRAND PLAN TEMPLATE: USE OUR IDEAL BRAND PLAN PRESENTATION Brand plan template: Use our ideal brand plan presentation. The brand plan template starts with a deep dive look that uncovers the issues of the business. Use your key issues to show everything in the way of the brand vision. Moreover, the issues help frame the overall brand strategies where you will deploy your limited brand resources. NIKE'S "YOU CAN'T STOP US" IS A MASTERCLASS IN ADVERTISING Nike’s “You can’t stop us” is a masterclass in advertising. As we crave big, bold, beautiful work, Nike’s You can’t stop us campaign continues to inspire consumers, and hopefully, other advertisers. The ad includes the richness in storytelling. First, theemotion of
HOW TO USE HUMOR IN ADVERTISING TO COMMUNICATE A BRAND MESSAGE The use of humor in advertising is a great technique for being creatively different enough to stand out, and communicating your key message so that it resonates with consumers and sticks in their mind beyond the ad. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. DOLLAR SHAVE CASE STUDY: UNDERDOG SUCCESS NO ONE SAW COMING Dollar Shave case study: Underdog success no one saw coming. Dollar Shave Club is a subscription-based razor company, based on the idea that consumers are highly frustrated with the growing cost of razor blades. It is a classic case of finding a major un-addressed consumerproblem.
PATAGONIA CASE STUDY: GOING AGAINST THE NORMS OF BUSINESS Patagonia Case Study: Going against the norms of business. Our Patagonia case study shows how they are in the business of saving the planet. Since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the natural environment. They have given away $90 million in cash to grassroots environmental groupsmaking a difference
BRAND CONSULTANT WHO HELPS BRANDS FIND NEW REVENUE GROWTHABOUT USCONSULTINGTRAININGMINI MBABOOKCONTACT Graham started Beloved Brands to help brands find new growth and make brand leaders smarter. Graham has won numerous awards including Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best new product award, and four Effie advertising awards. In 2020, Graham was named one of 10 Best CMOs to Watch by the prestigiousSilicon Review.
BELOVED BRANDS IS THE BRAND BOOK TO KEEP AT YOUR FINGERTIPS Our brand book will teach you how to think, define, plan, execute and analyze. You will find 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 aconsumer
HOW TO WRITE AN INTEGRATED BRAND COMMUNICATIONS PLAN How to write an integrated brand communications plan. The brand communications plan must steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel, do, or influence. The role of the brand communications plan is an organizingtool to
NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST New Wrigley’s ad perfectly captures how we see our post-pandemic life. The new Wrigley’s ad really jumps off the screen. It’s been all over Facebook and Twitter, on the morning news, and sent around through email and DMs. The reason: they nailed the consumer insight of how we want our post-pandemic life to look. It captures exactly how we HOW TO SUCCESSFULLY CAPTURE ATTENTION WITH YOUR ADVERTISING 2. Entertain consumers. Another type of attention-getting advertising is to make viewers laugh, cry, or dance. People engage media to be entertained. Make your ad part of the entertainment. Be aware of the evolution of the art of creativity to make sure you match the latest type of entertainment. BRAND PLAN TEMPLATE: USE OUR IDEAL BRAND PLAN PRESENTATION Brand plan template: Use our ideal brand plan presentation. The brand plan template starts with a deep dive look that uncovers the issues of the business. Use your key issues to show everything in the way of the brand vision. Moreover, the issues help frame the overall brand strategies where you will deploy your limited brand resources. NIKE'S "YOU CAN'T STOP US" IS A MASTERCLASS IN ADVERTISING Nike’s “You can’t stop us” is a masterclass in advertising. As we crave big, bold, beautiful work, Nike’s You can’t stop us campaign continues to inspire consumers, and hopefully, other advertisers. The ad includes the richness in storytelling. First, theemotion of
HOW TO USE HUMOR IN ADVERTISING TO COMMUNICATE A BRAND MESSAGE The use of humor in advertising is a great technique for being creatively different enough to stand out, and communicating your key message so that it resonates with consumers and sticks in their mind beyond the ad. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. DOLLAR SHAVE CASE STUDY: UNDERDOG SUCCESS NO ONE SAW COMING Dollar Shave case study: Underdog success no one saw coming. Dollar Shave Club is a subscription-based razor company, based on the idea that consumers are highly frustrated with the growing cost of razor blades. It is a classic case of finding a major un-addressed consumerproblem.
PATAGONIA CASE STUDY: GOING AGAINST THE NORMS OF BUSINESS Patagonia Case Study: Going against the norms of business. Our Patagonia case study shows how they are in the business of saving the planet. Since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the natural environment. They have given away $90 million in cash to grassroots environmental groupsmaking a difference
BRAND POSITIONING TEMPLATE (POWERPOINT) SKU: 3456 Category: Brand Templates. Description. Our brand positioning template is designed for those leading a consumer brand or if you are a consultant helping your own clients. To start, you will get slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and acreative brief.
MARKETING STRATEGY STATEMENTS TO USE IN YOUR BRAND PLAN I will show you how to write your strategy statements. Specifically, we use five elements of strategy that includes laying out a vision, investing limited resources into strategic programs, bringing a focus on an identified opportunity, making a market impact, and realizing the performance result that makes your brand stronger and wealthier. NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST New Wrigley’s ad perfectly captures how we see our post-pandemic life. The new Wrigley’s ad really jumps off the screen. It’s been all over Facebook and Twitter, on the morning news, and sent around through email and DMs. The reason: they nailed the consumer insight of how we want our post-pandemic life to look. It captures exactly how we HOW TO LEAD THE BRAND PLANNING PROCESS IN YOUR ORANGIZATION Your brand planning process should include a deep dive business review, brand positioning, key issues and then the writing of the brand plan. A brand planning process is an opportunity to make decisions on how to allocate your brand’s limited resources to the BRAND POSITIONING: HOW TO DIFFERENTIATE YOUR BRAND TO WIN The 4 steps to build a Consumer Benefits Ladder: First, leverage all available consumer research to brief the team. Above all, define the consumer target profile with consumer insights, need states, and the consumer enemy. Second, brainstorm all possible brand features that your brand offers, plus any brand assets. HOW TO LEAD A BRAND TURNAROUND TO REVITALIZE YOUR BUSINESS For any brand turnaround quick fix can buy you time with management to implement what you see as the longer-term fix it plan. Any immediate wins also give the team a much-needed boost of motivation. Find early, and obvious potential wins to stop the hemorrhaging. Emphasize results to fuel a performance-driven culture. THE BEST B2B BRANDS ARE MOVING CLOSER TO CONSUMER MARKETING The best B2B brands are moving closer to consumer marketing. Traditionally, B2B marketing has been a function that supports the sales team to get short-term leads. I believe today’s B2B marketers should shift their focus to creating a bond with customers, to help win in the long-term. It is easy to get wrapped up with launching thenew
A SIMPLE WAY TO FIND MEANINGFUL CONSUMER INSIGHTS THAT CONNECT A simple way to find meaningful consumer insights that connect. Consumer insights are little secrets hidden beneath the surface, which explain the underlying behaviors, motivations, pain points, and emotions of your consumers. Your consumers may not even be able to explain the insight until you play it back to them. COCA-COLA CASE STUDY: LESSONS FROM THE BEST COKE ADS OF Coca-Cola case study: Lessons from the best Coke ads of all time. Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to get to 2080 before challenging Coke. There is a lesson we can see with Coke advertising. THE BRAND LOVE CURVE The Brand Love Curve. Posted on February 17, 2020March 10, 2020 Graham Robertson. Post navigation. As much as consumers change, the marketing fundamentals still matter. BRAND CONSULTANT WHO HELPS BRANDS FIND NEW REVENUE GROWTHABOUT USCONSULTINGTRAININGMINI MBABOOKCONTACT Beloved Brands has helped Shell accelerate our journey towards building an emotional connection with our customers. For Shell, the transformation from a traditional tactical driven marketing approach to a Brand and Experience-Driven marketing approach is enormous and BRAND POSITIONING TEMPLATE (POWERPOINT) Our brand positioning template is designed for those leading a consumer brand or if you are a consultant helping your own clients. To start, you will get slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and a creative brief. NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST Wrigley's ad nails the consumer insight of how we see our post-pandemic life as we come out of our homes, hug people, go back tothe office.
BRAND PLAN TEMPLATE: USE OUR IDEAL BRAND PLAN PRESENTATION Provides formatted blank slides with key marketing definitions where you can insert your own B2B brand plan. Includes ideal B2B slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans. MASLOW’S HIERARCHY HELPS UNDERSTAND THE NEEDS OF CONSUMERS Maslow’s hierarchy of needs provides a smart logic and focus on understanding your consumers’ needs. The best marketers gain comfort in exploring the psychology models to help with how consumers see the world, whether borrowing Carl Jung’s archetypes to help define a brand’s personality or Maslow’s hierarchy of needs to tap into the mindset of consumers. HOW TO WRITE AN INTEGRATED BRAND COMMUNICATIONS PLAN The brand communications plan must steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel,do, or influence.
NIKE'S "YOU CAN'T STOP US" IS A MASTERCLASS IN ADVERTISING As we crave big, bold, beautiful work, Nike's "you can't stop us" campaign continues to inspire consumers, and hopefully, otheradvertisers.
COCA-COLA CASE STUDY: LESSONS FROM THE BEST COKE ADS OF Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to PATAGONIA CASE STUDY: GOING AGAINST THE NORMS OF BUSINESS The Patagonia case study is the best example of standing behind brand purpose. For years, Patagonia has used “We will build the best product, cause no unnecessary harm and use business to inspire” as their mission statement.” APPLE CASE STUDY: HOW APPLE BUILDS EVERYTHING AROUND Apple case study starts with the brand idea for Apple is “making technology so simple that everyone can be part of the future.” Most importantly, Steve Jobs insisted they take a consumer-first mentality, as they transform leading technology advancements into “consumer-accessible” technology, helping fuel the perception among the mass audience that Apple is an innovative leader. BRAND CONSULTANT WHO HELPS BRANDS FIND NEW REVENUE GROWTHABOUT USCONSULTINGTRAININGMINI MBABOOKCONTACT Beloved Brands has helped Shell accelerate our journey towards building an emotional connection with our customers. For Shell, the transformation from a traditional tactical driven marketing approach to a Brand and Experience-Driven marketing approach is enormous and BRAND POSITIONING TEMPLATE (POWERPOINT) Our brand positioning template is designed for those leading a consumer brand or if you are a consultant helping your own clients. To start, you will get slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and a creative brief. NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST Wrigley's ad nails the consumer insight of how we see our post-pandemic life as we come out of our homes, hug people, go back tothe office.
BRAND PLAN TEMPLATE: USE OUR IDEAL BRAND PLAN PRESENTATION Provides formatted blank slides with key marketing definitions where you can insert your own B2B brand plan. Includes ideal B2B slides for vision, purpose, analysis, key issues, strategies, brand positioning statement, and execution plans. MASLOW’S HIERARCHY HELPS UNDERSTAND THE NEEDS OF CONSUMERS Maslow’s hierarchy of needs provides a smart logic and focus on understanding your consumers’ needs. The best marketers gain comfort in exploring the psychology models to help with how consumers see the world, whether borrowing Carl Jung’s archetypes to help define a brand’s personality or Maslow’s hierarchy of needs to tap into the mindset of consumers. HOW TO WRITE AN INTEGRATED BRAND COMMUNICATIONS PLAN The brand communications plan must steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel,do, or influence.
NIKE'S "YOU CAN'T STOP US" IS A MASTERCLASS IN ADVERTISING As we crave big, bold, beautiful work, Nike's "you can't stop us" campaign continues to inspire consumers, and hopefully, otheradvertisers.
COCA-COLA CASE STUDY: LESSONS FROM THE BEST COKE ADS OF Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to PATAGONIA CASE STUDY: GOING AGAINST THE NORMS OF BUSINESS The Patagonia case study is the best example of standing behind brand purpose. For years, Patagonia has used “We will build the best product, cause no unnecessary harm and use business to inspire” as their mission statement.” APPLE CASE STUDY: HOW APPLE BUILDS EVERYTHING AROUND Apple case study starts with the brand idea for Apple is “making technology so simple that everyone can be part of the future.” Most importantly, Steve Jobs insisted they take a consumer-first mentality, as they transform leading technology advancements into “consumer-accessible” technology, helping fuel the perception among the mass audience that Apple is an innovative leader. BELOVED BRANDS IS THE BRAND BOOK TO KEEP AT YOUR FINGERTIPS You will find 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 BRAND PLAN ON-A-PAGE TEMPLATE (POWERPOINT) Brand Plan on-a-page template in a downloadable PowerPoint file with ready-to-use formatted blank slides and key definitions. MARKETING STRATEGY STATEMENTS TO USE IN YOUR BRAND PLAN I will show you how to write your strategy statements. Specifically, we use five elements of strategy that includes laying out a vision, investing limited resources into strategic programs, bringing a focus on an identified opportunity, making a market impact, and realizing the performance result that makes your brand stronger and wealthier. MARKETING EXCELLENCE: THE SKILLS THAT MARKETERS NEED TO Strategic thinking is an essential foundation for a marketing excellence program. We force marketers to ask the big challenging questions to focus on the decisions that steer their brand positioningand brand plan.
HOW TO LEAD THE BRAND PLANNING PROCESS IN YOUR ORANGIZATION Your brand planning process should include a deep dive business review, brand positioning, key issues and then the writing of the brand plan. A brand planning process is an opportunity to make decisions on how to allocate your brand’s limited resources to the HOW TO LEAD A BRAND TURNAROUND TO REVITALIZE YOUR BUSINESS When your brand faces poor external results with a decline in sales, shrinking market share, and lower profit margins due to lower prices or rising costs, the brand leader needs to create a turnaround planthat will fix it.
COCA-COLA CASE STUDY: LESSONS FROM THE BEST COKE ADS OF Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to BRAND PLAN: LEARN HOW TO WRITE A STRATEGIC BRAND PLAN A smart brand plan gets everyone on the same page, with a shared vision, purpose, goals, key issues, strategies, tactics and executionplans.
HOW TO USE BRAND FUNNEL DATA TO ASSESS YOUR BRAND'S HEALTH Brand funnel analysis using absolute scores. A: On the chart above, the first thing to do is look at the absolute brand funnel scores. There are many types of comparisons you can do, whether you compare to last year, competitors, or category norms. Then look at the brand funnel ratios, which is the percentage score for how well your brand can convert consumers from one stage of the funnel to HOW TO USE HUMOR IN ADVERTISING TO COMMUNICATE A BRAND MESSAGE The use of humor in advertising is a great technique for being creatively different enough to stand out, and communicating your key message so that it resonates with consumers and sticks in their mindbeyond the ad.
BRAND CONSULTANT WHO HELPS BRANDS FIND NEW REVENUE GROWTHABOUT USCONSULTINGTRAININGMINI MBABOOKCONTACT Graham started Beloved Brands to help brands find new growth and make brand leaders smarter. Graham has won numerous awards including Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best new product award, and four Effie advertising awards. In 2020, Graham was named one of 10 Best CMOs to Watch by the prestigiousSilicon Review.
BRAND POSITIONING TEMPLATE (POWERPOINT) SKU: 3456 Category: Brand Templates. Description. Our brand positioning template is designed for those leading a consumer brand or if you are a consultant helping your own clients. To start, you will get slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and acreative brief.
NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST New Wrigley’s ad perfectly captures how we see our post-pandemic life. The new Wrigley’s ad really jumps off the screen. It’s been all over Facebook and Twitter, on the morning news, and sent around through email and DMs. The reason: they nailed the consumer insight of how we want our post-pandemic life to look. It captures exactly how we BRAND PLAN TEMPLATE: USE OUR IDEAL BRAND PLAN PRESENTATION Brand plan template: Use our ideal brand plan presentation. The brand plan template starts with a deep dive look that uncovers the issues of the business. Use your key issues to show everything in the way of the brand vision. Moreover, the issues help frame the overall brand strategies where you will deploy your limited brand resources. MASLOW’S HIERARCHY HELPS UNDERSTAND THE NEEDS OF CONSUMERS Maslow’s hierarchy of needs provides a smart logic and focus on understanding your consumers’ needs. The best marketers gain comfort in exploring the psychology models to help with how consumers see the world, whether borrowing Carl Jung’s archetypes to help define a brand’s personality or Maslow’s hierarchy of needs to tap into the mindset of consumers. NIKE'S "YOU CAN'T STOP US" IS A MASTERCLASS IN ADVERTISING Nike’s “You can’t stop us” is a masterclass in advertising. As we crave big, bold, beautiful work, Nike’s You can’t stop us campaign continues to inspire consumers, and hopefully, other advertisers. The ad includes the richness in storytelling. First, theemotion of
HOW TO WRITE AN INTEGRATED BRAND COMMUNICATIONS PLAN How to write an integrated brand communications plan. The brand communications plan must steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel, do, or influence. The role of the brand communications plan is an organizingtool to
COCA-COLA CASE STUDY: LESSONS FROM THE BEST COKE ADS OF Coca-Cola case study: Lessons from the best Coke ads of all time. Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to get to 2080 before challenging Coke. There is a lesson we can see with Coke advertising. PATAGONIA CASE STUDY: GOING AGAINST THE NORMS OF BUSINESS Patagonia Case Study: Going against the norms of business. Our Patagonia case study shows how they are in the business of saving the planet. Since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the natural environment. They have given away $90 million in cash to grassroots environmental groupsmaking a difference
APPLE CASE STUDY: HOW APPLE BUILDS EVERYTHING AROUND Apple case study starts with the brand idea for Apple is “making technology so simple that everyone can be part of the future.” Most importantly, Steve Jobs insisted they take a consumer-first mentality, as they transform leading technology advancements into “consumer-accessible” technology, helping fuel the perception among the mass audience that Apple is an innovative leader. BRAND CONSULTANT WHO HELPS BRANDS FIND NEW REVENUE GROWTHABOUT USCONSULTINGTRAININGMINI MBABOOKCONTACT Graham started Beloved Brands to help brands find new growth and make brand leaders smarter. Graham has won numerous awards including Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best new product award, and four Effie advertising awards. In 2020, Graham was named one of 10 Best CMOs to Watch by the prestigiousSilicon Review.
BRAND POSITIONING TEMPLATE (POWERPOINT) SKU: 3456 Category: Brand Templates. Description. Our brand positioning template is designed for those leading a consumer brand or if you are a consultant helping your own clients. To start, you will get slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and acreative brief.
NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST New Wrigley’s ad perfectly captures how we see our post-pandemic life. The new Wrigley’s ad really jumps off the screen. It’s been all over Facebook and Twitter, on the morning news, and sent around through email and DMs. The reason: they nailed the consumer insight of how we want our post-pandemic life to look. It captures exactly how we BRAND PLAN TEMPLATE: USE OUR IDEAL BRAND PLAN PRESENTATION Brand plan template: Use our ideal brand plan presentation. The brand plan template starts with a deep dive look that uncovers the issues of the business. Use your key issues to show everything in the way of the brand vision. Moreover, the issues help frame the overall brand strategies where you will deploy your limited brand resources. MASLOW’S HIERARCHY HELPS UNDERSTAND THE NEEDS OF CONSUMERS Maslow’s hierarchy of needs provides a smart logic and focus on understanding your consumers’ needs. The best marketers gain comfort in exploring the psychology models to help with how consumers see the world, whether borrowing Carl Jung’s archetypes to help define a brand’s personality or Maslow’s hierarchy of needs to tap into the mindset of consumers. NIKE'S "YOU CAN'T STOP US" IS A MASTERCLASS IN ADVERTISING Nike’s “You can’t stop us” is a masterclass in advertising. As we crave big, bold, beautiful work, Nike’s You can’t stop us campaign continues to inspire consumers, and hopefully, other advertisers. The ad includes the richness in storytelling. First, theemotion of
HOW TO WRITE AN INTEGRATED BRAND COMMUNICATIONS PLAN How to write an integrated brand communications plan. The brand communications plan must steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel, do, or influence. The role of the brand communications plan is an organizingtool to
COCA-COLA CASE STUDY: LESSONS FROM THE BEST COKE ADS OF Coca-Cola case study: Lessons from the best Coke ads of all time. Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to get to 2080 before challenging Coke. There is a lesson we can see with Coke advertising. PATAGONIA CASE STUDY: GOING AGAINST THE NORMS OF BUSINESS Patagonia Case Study: Going against the norms of business. Our Patagonia case study shows how they are in the business of saving the planet. Since 1985, Patagonia has pledged 1% of sales to the preservation and restoration of the natural environment. They have given away $90 million in cash to grassroots environmental groupsmaking a difference
APPLE CASE STUDY: HOW APPLE BUILDS EVERYTHING AROUND Apple case study starts with the brand idea for Apple is “making technology so simple that everyone can be part of the future.” Most importantly, Steve Jobs insisted they take a consumer-first mentality, as they transform leading technology advancements into “consumer-accessible” technology, helping fuel the perception among the mass audience that Apple is an innovative leader. BRAND PLAN ON-A-PAGE TEMPLATE (POWERPOINT) Binders collect dust. This Brand Plan on-a-page template can be placed on the wall of everyone who works on the brand. Whether they are in finance, operations, forecasting, or customer service. And every sales rep, every agency person. Our one-page plan includes a vision, mini-forecast, analysis, key issues, strategies, and execution plans. BELOVED BRANDS IS THE BRAND BOOK TO KEEP AT YOUR FINGERTIPS Our brand book will teach you how to think, define, plan, execute and analyze. You will find 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 aconsumer
MARKETING STRATEGY STATEMENTS TO USE IN YOUR BRAND PLAN I will show you how to write your strategy statements. Specifically, we use five elements of strategy that includes laying out a vision, investing limited resources into strategic programs, bringing a focus on an identified opportunity, making a market impact, and realizing the performance result that makes your brand stronger and wealthier. MARKETING EXCELLENCE: THE SKILLS THAT MARKETERS NEED TO Think, define, plan, execute, and analyze. First, marketing excellence should start with strategic thinking as the foundation. Brand leaders need to slow down. And, we teach the strategic skills to ask the big challenging questions that will steer their brand positioning and brand plan. We introduce our Strategic ThinkBox to take a 360-degree HOW TO LEAD A BRAND TURNAROUND TO REVITALIZE YOUR BUSINESS For any brand turnaround quick fix can buy you time with management to implement what you see as the longer-term fix it plan. Any immediate wins also give the team a much-needed boost of motivation. Find early, and obvious potential wins to stop the hemorrhaging. Emphasize results to fuel a performance-driven culture. HOW TO LEAD THE BRAND PLANNING PROCESS IN YOUR ORANGIZATION Your brand planning process should include a deep dive business review, brand positioning, key issues and then the writing of the brand plan. A brand planning process is an opportunity to make decisions on how to allocate your brand’s limited resources to the COCA-COLA CASE STUDY: LESSONS FROM THE BEST COKE ADS OF Coca-Cola case study: Lessons from the best Coke ads of all time. Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to get to 2080 before challenging Coke. There is a lesson we can see with Coke advertising. BRAND PLAN: LEARN HOW TO WRITE A STRATEGIC BRAND PLAN A: First, call out the investment in a strategic program, with crystal clear marching orders to the team, leaving no room for doubt, confusion, or hesitation. B: Second, provide a focused opportunity, which is the breakthrough point where the brand will exert pressure to create a market impact. HOW TO USE BRAND FUNNEL DATA TO ASSESS YOUR BRAND'S HEALTH Brand funnel analysis using absolute scores. A: On the chart above, the first thing to do is look at the absolute brand funnel scores. There are many types of comparisons you can do, whether you compare to last year, competitors, or category norms. Then look at the brand funnel ratios, which is the percentage score for how well your brand can convert consumers from one stage of the funnel to HOW TO USE HUMOR IN ADVERTISING TO COMMUNICATE A BRAND MESSAGE The use of humor in advertising is a great technique for being creatively different enough to stand out, and communicating your key message so that it resonates with consumers and sticks in their mind beyond the ad. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. BRAND CONSULTANT WHO HELPS BRANDS FIND NEW REVENUE GROWTHABOUT USCONSULTINGTRAININGMINI MBABOOKCONTACTGENERATIONS BRANDLOVE BRANDSMOST BELOVED BRANDSMOST BELOVED BRANDS Graham started Beloved Brands to help brands find new growth and make brand leaders smarter. Graham has won numerous awards including Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best new product award, and four Effie advertising awards. In 2020, Graham was named one of 10 Best CMOs to Watch by the prestigiousSilicon Review.
BRAND PLAN ON-A-PAGE TEMPLATE (POWERPOINT) Binders collect dust. This Brand Plan on-a-page template can be placed on the wall of everyone who works on the brand. Whether they are in finance, operations, forecasting, or customer service. And every sales rep, every agency person. Our one-page plan includes a vision, mini-forecast, analysis, key issues, strategies, and execution plans. BELOVED BRANDS IS THE BRAND BOOK TO KEEP AT YOUR FINGERTIPS Our brand book will teach you how to think, define, plan, execute and analyze. You will find 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 aconsumer
BRAND POSITIONING TEMPLATE (POWERPOINT) SKU: 3456 Category: Brand Templates. Description. Our brand positioning template is designed for those leading a consumer brand or if you are a consultant helping your own clients. To start, you will get slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and acreative brief.
NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST New Wrigley’s ad perfectly captures how we see our post-pandemic life. The new Wrigley’s ad really jumps off the screen. It’s been all over Facebook and Twitter, on the morning news, and sent around through email and DMs. The reason: they nailed the consumer insight of how we want our post-pandemic life to look. It captures exactly how we HOW TO WRITE AN INTEGRATED BRAND COMMUNICATIONS PLANFEMA INTEGRATED COMMUNICATIONSINTEGRATED COMMUNICATIONS INC How to write an integrated brand communications plan. The brand communications plan must steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel, do, or influence. The role of the brand communications plan is an organizingtool to
BRAND PLAN TEMPLATE: USE OUR IDEAL BRAND PLAN PRESENTATIONBRAND PLAN PPTBRAND PLAN TEMPLATEBRANDING PLAN TEMPLATEBRANDING TEMPLATE PRESENTATIONBRANDING PLAN EXAMPLESMARKETING PLAN SAMPLE TEMPLATE Brand plan template: Use our ideal brand plan presentation. The brand plan template starts with a deep dive look that uncovers the issues of the business. Use your key issues to show everything in the way of the brand vision. Moreover, the issues help frame the overall brand strategies where you will deploy your limited brand resources. HOW TO SUCCESSFULLY CAPTURE ATTENTION WITH YOUR ADVERTISING 2. Entertain consumers. Another type of attention-getting advertising is to make viewers laugh, cry, or dance. People engage media to be entertained. Make your ad part of the entertainment. Be aware of the evolution of the art of creativity to make sure you match the latest type of entertainment. HOW TO USE HUMOR IN ADVERTISING TO COMMUNICATE A BRAND MESSAGE The use of humor in advertising is a great technique for being creatively different enough to stand out, and communicating your key message so that it resonates with consumers and sticks in their mind beyond the ad. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. DOLLAR SHAVE CASE STUDY: UNDERDOG SUCCESS NO ONE SAW COMING Dollar Shave case study: Underdog success no one saw coming. Dollar Shave Club is a subscription-based razor company, based on the idea that consumers are highly frustrated with the growing cost of razor blades. It is a classic case of finding a major un-addressed consumerproblem.
BRAND CONSULTANT WHO HELPS BRANDS FIND NEW REVENUE GROWTHABOUT USCONSULTINGTRAININGMINI MBABOOKCONTACTGENERATIONS BRANDLOVE BRANDSMOST BELOVED BRANDSMOST BELOVED BRANDS Graham started Beloved Brands to help brands find new growth and make brand leaders smarter. Graham has won numerous awards including Marketing Magazine’s “Marketer of the Year”, BusinessWeek’s best new product award, and four Effie advertising awards. In 2020, Graham was named one of 10 Best CMOs to Watch by the prestigiousSilicon Review.
BRAND PLAN ON-A-PAGE TEMPLATE (POWERPOINT) Binders collect dust. This Brand Plan on-a-page template can be placed on the wall of everyone who works on the brand. Whether they are in finance, operations, forecasting, or customer service. And every sales rep, every agency person. Our one-page plan includes a vision, mini-forecast, analysis, key issues, strategies, and execution plans. BELOVED BRANDS IS THE BRAND BOOK TO KEEP AT YOUR FINGERTIPS Our brand book will teach you how to think, define, plan, execute and analyze. You will find 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 aconsumer
BRAND POSITIONING TEMPLATE (POWERPOINT) SKU: 3456 Category: Brand Templates. Description. Our brand positioning template is designed for those leading a consumer brand or if you are a consultant helping your own clients. To start, you will get slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and acreative brief.
NEW WRIGLEY’S AD PERFECTLY CAPTURES HOW WE SEE OUR POST New Wrigley’s ad perfectly captures how we see our post-pandemic life. The new Wrigley’s ad really jumps off the screen. It’s been all over Facebook and Twitter, on the morning news, and sent around through email and DMs. The reason: they nailed the consumer insight of how we want our post-pandemic life to look. It captures exactly how we HOW TO WRITE AN INTEGRATED BRAND COMMUNICATIONS PLANFEMA INTEGRATED COMMUNICATIONSINTEGRATED COMMUNICATIONS INC How to write an integrated brand communications plan. The brand communications plan must steer and inspire the creation of the brand story work, so the brand communications work will establish your brand positioning, and motivate consumers to see, think, feel, do, or influence. The role of the brand communications plan is an organizingtool to
BRAND PLAN TEMPLATE: USE OUR IDEAL BRAND PLAN PRESENTATIONBRAND PLAN PPTBRAND PLAN TEMPLATEBRANDING PLAN TEMPLATEBRANDING TEMPLATE PRESENTATIONBRANDING PLAN EXAMPLESMARKETING PLAN SAMPLE TEMPLATE Brand plan template: Use our ideal brand plan presentation. The brand plan template starts with a deep dive look that uncovers the issues of the business. Use your key issues to show everything in the way of the brand vision. Moreover, the issues help frame the overall brand strategies where you will deploy your limited brand resources. HOW TO SUCCESSFULLY CAPTURE ATTENTION WITH YOUR ADVERTISING 2. Entertain consumers. Another type of attention-getting advertising is to make viewers laugh, cry, or dance. People engage media to be entertained. Make your ad part of the entertainment. Be aware of the evolution of the art of creativity to make sure you match the latest type of entertainment. HOW TO USE HUMOR IN ADVERTISING TO COMMUNICATE A BRAND MESSAGE The use of humor in advertising is a great technique for being creatively different enough to stand out, and communicating your key message so that it resonates with consumers and sticks in their mind beyond the ad. Humor can help articulate the insight or it can be a great way to demonstrate the experience the brand helps address. DOLLAR SHAVE CASE STUDY: UNDERDOG SUCCESS NO ONE SAW COMING Dollar Shave case study: Underdog success no one saw coming. Dollar Shave Club is a subscription-based razor company, based on the idea that consumers are highly frustrated with the growing cost of razor blades. It is a classic case of finding a major un-addressed consumerproblem.
BRAND PLAN ON-A-PAGE TEMPLATE (POWERPOINT) Binders collect dust. This Brand Plan on-a-page template can be placed on the wall of everyone who works on the brand. Whether they are in finance, operations, forecasting, or customer service. And every sales rep, every agency person. Our one-page plan includes a vision, mini-forecast, analysis, key issues, strategies, and execution plans. BRAND POSITIONING TEMPLATE (POWERPOINT) SKU: 3456 Category: Brand Templates. Description. Our brand positioning template is designed for those leading a consumer brand or if you are a consultant helping your own clients. To start, you will get slides for target profile, brand positioning statement, brand idea, brand concept, brand values, brand story, brand credo, and acreative brief.
BELOVED BRANDS IS THE BRAND BOOK TO KEEP AT YOUR FINGERTIPS Our brand book will teach you how to think, define, plan, execute and analyze. You will find 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 aconsumer
HOW TO RUN YOUR B2B (BUSINESS TO BUSINESS) BRAND In the diagram, you will see seven types of brand models. For business-to-business (B2B) brands, we will cover four primary types: B2C thru B: Sell your products through a third-party partner, whose reps then sell your brand to consumers. B2B Products: Sell your products as an ingredient or component your customers will use to maketheir brand
HOW TO LEAD A BRAND TURNAROUND TO REVITALIZE YOUR BUSINESS For any brand turnaround quick fix can buy you time with management to implement what you see as the longer-term fix it plan. Any immediate wins also give the team a much-needed boost of motivation. Find early, and obvious potential wins to stop the hemorrhaging. Emphasize results to fuel a performance-driven culture. NIKE'S "YOU CAN'T STOP US" IS A MASTERCLASS IN ADVERTISING Nike’s “You can’t stop us” is a masterclass in advertising. As we crave big, bold, beautiful work, Nike’s You can’t stop us campaign continues to inspire consumers, and hopefully, other advertisers. The ad includes the richness in storytelling. First, theemotion of
MASLOW’S HIERARCHY HELPS UNDERSTAND THE NEEDS OF CONSUMERS Maslow’s hierarchy of needs provides a smart logic and focus on understanding your consumers’ needs. The best marketers gain comfort in exploring the psychology models to help with how consumers see the world, whether borrowing Carl Jung’s archetypes to help define a brand’s personality or Maslow’s hierarchy of needs to tap into the mindset of consumers. LEADING THROUGH THE 10 STAGES OF THE CREATIVE ADVERTISING Being better at all elements of marketing is something you can learn through a combination of marketing training and on-the-job experience. 1. Strategy pre-work. The brand positioning and brand plan homework make it easier to write a great creative brief. Go deep on finding the consumer insights and consumer enemy, understand the brand THE DIFFERENCE BETWEEN A DISRUPTOR BRAND AND A CHALLENGER Any attempt to try to oppress the disruptor brand brings attention to the disruptor and fuels their cause. On the other hand, the challenger brand takes on the leading power player brand and shifts the perception of the leader, and set themselves up as the winner of this war. A challenger brand is a red ocean strategy, so close to thecategory
COCA-COLA CASE STUDY: LESSONS FROM THE BEST COKE ADS OF Coca-Cola case study: Lessons from the best Coke ads of all time. Over the past 100 years, Coca-Cola has been the best advertising brand. Sure, Nike and Apple have battled for the best over the past 40 years, but they’d need to get to 2080 before challenging Coke. There is a lesson we can see with Coke advertising.Skip to content
__416 885 3911__graham@beloved-brands.com__Toronto, Canada* About us
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WE BUILD BRANDS THAT YOUR CONSUMERS WILL LOVE AND WE MAKE BRANDLEADERS SMARTER.
WE ARE A BOUTIQUE BRAND CONSULTING FIRM AS A BRAND CONSULTANT, WE TACKLE YOUR MOST CHALLENGING BUSINESS ISSUES AND HELP UNLOCK NEW BRAND GROWTHCONSULTING SERVICES
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OUR MARKETING TRAINING PROGRAMS WILL MAKE YOUR BRAND LEADERS SMARTER, TO HELP REALIZE THEIR FULL POTENTIALMARKETING TRAINING
OUR MARKETING TRAINING PROGRAMS MAKE BRAND LEADERS SMARTER Read about our marketing training__ Play Video
BELOVED BRANDS
The playbook for how to build a brand your consumers will love. 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.To order on Amazon
WHAT OUR CLIENTS HAVE TO SAY__
I reached out to Beloved Brands while searching for a strategic consultant to assist in the transformation of our brand and company culture. After just a few short days of working with Graham, he was able to quickly understand our business model, as well as our unique operating system and cultural challenges. He’s an incredible listener who has a talent for quickly synthesizing information and steering people towards finding their own solutions and owning them as opposed to just giving people answers.KEITH GORDON
PRESIDENT OF NFL PLAYERS INC.__
Beloved Brands has helped us accelerate our journey towards building emotional connection with our customers. The journey of transformation from a traditional tactical driven marketing approach to a Brand and Experience Driven marketing approach is enormous and requires changes at all levels of the organization. Graham has been instrumental to enable the change, building long-lasting marketing competencies of our teams. He spent time with our diverse Asia teams. He has been one of us, understanding our business, our challenges, and able to quickly connect with relevant examples and stories. GYONGYVER MENESI-BONDAR HEAD OF MARKETING STRATEGY, SHELL ASIA PACIFIC__
I worked with Graham on a training session for my strategic planning team in Nigeria. It was a great experience! Graham was very personal and quite appreciated by the team. His knowledge base is quite vast and practical, he literally helped to upgrade my Strategy Team significantly. He clearly is a very sound marketing guru with many years of experience, which he brought to bear in the training modules. He took us on several modules from Strategic Thinking to Brand Management. Graham is a great developer, and I would love to work with him again. I highly recommend his work, and his blog, on which he isquite prolific.
FEYI OLUBODUN
HEAD OF STRATEGIC PLANNING, PUBLICIS NIGERIA MEET GRAHAM ROBERTSON, FOUNDER OF BELOVED BRANDS GRAHAM ROBERTSON IS ONE OF THE VOICES OF TODAY’S BRAND LEADERS. As the founder of Beloved Brands, he has been a brand advisor to the NFL Players Association, Shell, Reebok, Acura, Jack Links and Pfizer. He’s helped train some of the best marketing teams on strategy, brand positioning, brand plans and advertising. Graham’s purpose is to use his marketing experience and provocative voice to get marketers to think differently about their brands, and to explore new ways togrow.
In his 20-year marketing career, Graham led some of the world’s most beloved brands at Johnson and Johnson, Coke, General Mills, and Pfizer, rising up to VP Marketing. Most noteworthy, he won numerous awards including Marketing Magazine’s “Marketer of the Year”, Businessweek’s best new product award and four Effie advertisingawards.
GRAHAM WILL CHALLENGE YOU TO FIND NEW GROWTH. (email) graham@beloved-brands.com (phone) 416 885 3911 To read about GrahamCONTACT INFO
GRAHAM ROBERTSON
GRAHAM@BELOVED-BRANDS.COM416.885.3911
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