Personal Branding Workshop

This will help you deﬁne who you are as a brand,
and then plan out how to launch your brand.
How to deﬁne your
personal brand

Based on your skills, experience and behaviors,
where are your strengths and your gaps and what is
your game plan for closing those gaps?
Do a full assessment of your skills,
behaviors and experiences
1

We make brands stronger.
We make brand leaders smarter.
Define
the
Brand
Think
Strategically
Big
Idea
At Beloved Brands, we use a branding approach
Vision Analysis
Key Issues
Strategies
Execution
• Advertising
• In-Store
• Innovation
• Consumers
• Category
• Channels
• Competitors
• Brand
Values, Goals
• Experience
Brand Plan
Create Brand Plans
Inspire
creative
execution
Analyze
performance
Sm
art
Creative
Ideas

1. Digs deep into data, draws comparisons and builds a story toward the business conclusion
2. Able to lead a best-in-class 360-degree deep-dive business review for the brand
3. Understands all sources of brand data—share, brand funnel, consumption, financials
4. Writes analytical performance reports that outlines the strategic implications
5. Thinks strategically, by asking the right interruptive questions before reaching for solutions
6. 360-degree strategic thinking: core strength, consumers, competitors, situation, engagement
7. Able to lead a well-thought strategic discussion across the organization
8. Makes smart strategic decisions based on vision, focus, opportunity, early win and leverage
9. Defines ideal consumer target, framed with need states, insights and enemies
10.Consumer centric approach to turn brand features into functional and emotional benefits
11. Finds winning brand positioning space that is own-able and motivates consumers
12.Develops a big idea for brand that can lead every consumer touchpoint
13.Leads all elements of a smart brand plan; vision, purpose, goals, issues, strategies, tactics.
14.Turns strategic thinking into smart strategic objective statements for the brand plan
15.Strong in presenting brand plans to senior management and across organization
16.Develops smart execution plans that delivers against the brand strategies
17.Writes strategic, focused and thorough creative briefs to inspire great work from experts
18.Can lead all marketing projects on brand communication, innovation, selling or experience
19.Able to inspire greatness from teams of experts at agencies or throughout organization
20.Makes smart marketing execution decisions that tightens bond with consumers
Define
the Brand
Think
Strategically
Create
Brand Plans
Inspire
creative
execution
Analyze
performance
The 20 skills your marketing team must have to win
Skills assessment tool to evaluate your Marketing team

Marketing Skill Element 1 2 3 4 5 Comments
1. Able to analyze and draw conclusions
2. Leads a deep-dive business review
3. Understands all data sources
4. Writes analytical reports
5. Uses strategic questions for thinking
6. 360-degree strategic thinking
7. Leads strategic discussions
8. Makes smart strategic decisions
9. Defines target consumer
10. Turn features into consumer benefits
11. Finds winning brand Positioning statement
12. Generates the Big Idea for brand
13. Leads all elements of Brand Plan
14. Writes smart strategic objective statements
15. Effective plans presentation to management
16. Aligned marketing execution plans
17. Writes focused and inspired creative briefs
18. Leads all marketing execution projects
19. Inspire greatness from experts
20. Smart strategic decisions on execution
Skills assessment tool to evaluate your Marketing team
Assessment scoring for your team
90%: Exceptional team delivering for the brand
80%: Strong Team, but may have one major gap area
70%: Performance gaps holding team and brand back
60%: Team not trained to deliver on your expectations
Below 60%: Team is holding the brand performance back
Scoring for each element
5: Exceptional
4: Very strong
3: Solid
2: Below expectation
1: Unable to perform

1. Hold everyone accountable to the goals of their tasks
2. Makes it happen, get things done, don’t let details/timeline slip
3. Stays on strategy, eliminates ideas that are not focused against vision/strategy.
4. Works the system behind the brand, from sales to finance to operations to HR
5. Manages core team: focus, communication, solutions, results, let others shine.
6. Interested in their people’s development and career development
7. Coaches, teaches, guides the team for higher performance.
8. Provides honest assessments to their people and upwards.
9. Active listener, seeks opinions, makes decisions, owns strategy.
10.Controls brand strategy, yet flexible to new ideas on the execution.
11.Carries influence throughout organization.
12.Thinks of others beyond themselves, empathy to pressures/challenges others are facing.
13.Aware of their impact on others within and beyond their team.
14.Exhibits leadership under pressure: results, ambiguity, change, deadlines.
15.Consistency in leadership in how they show up.
16.Flexibility in leadership: admits mistakes, challenges self, adjusts to new ways.
17.Acts like a ‘Brand CEO’ accountable to the long range health and profits of the business.
18.Makes smart decisions that adds to the health of brand, not their career or personal wealth.
19.Makes the right choices, good for the company, consumers, customers, market, society.
20.Lives and breathes the culture of those who work behind the scenes of the brand.
The 20 behaviors your marketing team must have to win
Accountable
to results
People
Leadership
Broad
Influence
Authentic
Style
Runs
business like
an owner
Behavior assessment tool to evaluate your Marketing team

What is your purpose?
2
Why do you get up in the morning to do what you do?

The two most important
days in your life are the
day you were born and
the day you ﬁnd out why.
Make Twain

The intersection of your
talent, where you love it,
where you can make a
decent salary and where
the market needs it.
Finding yourself a purpose driven career
Market
needs it
Earn a decent
living
Talented
at it
You love it
MissionPassion
JobProfession
Your
Purpose

Your Passion
I love everything to do with
marketing, advertising and
innovation
Finding yourself a purpose driven career
Market
needs it
Earn a decent
living
Talented
at it
You love it
MissionPassion
JobProfession
Your
Purpose
“I want to help
Marketers realize
their full
potential.”
Your Mission
I love to help brand leaders
to get smarter and realize
their full potential.
Your Job
I have created a series of
training programs around
strategy, analytics,
positioning and planning.
Your Profession
I conduct training programs
for Marketing teams around
the world.

What goes into determining
your personal brand
3

What your
target
wants or
needs
What others in
the same space
do best
What
you
do best
Losing Zone:
Where others can do it
better than you can
Risky Zone:
Win with purpose, emotion,
values, or innovation
Dumb Zone:
Space where no
one cares
Winning Zone:
Your clear difference that
matters to your target
Find that unique space that matches up what you do
best with what your target wants or needs
Avoid the space someone already does it better than you can

Target and insights What do consumers want?
Your features What do you do best?
Functional benefits What does my target get?
Emotional benefits How does that make them feel?
Your target
Define target, need
states, enemies
and insights.
Functional
In the target’s voice,
answer, “So, what
do I get?”
My personal brand ladder
Features
Product-focused
strengths, claims,
differences or
unique offerings.
Emotional
In the target’s
voice“So how
does that make
me feel?”
1
2
3
4

Makes you smarter
Works
Better
for you
Helps
your
family
Helps
you be
healthier
Faster
More
powerful
Safer
Lasts
Longer
Keeps you
organized
Saves
time
Social
Latest
Fashions
Latest
technology
Sounds
Taste
Smell
Sights
Education
Comfort
Life Stages
Mental
Health
Better Home Prevents
Weight/Exercise
Lower
Risk
Track
Success
Resale
value
Invest for
future
Advice
Solutions Teaching
Helping hand
Sensory Appeal
Simplifies
your life
Stay
Connected
Hassle
Free
Functional benefit cheat sheet
Easier
to use
Touch/Feel
Good value
Quality
Reduces
Soothes
Cultural
How it is
made
Saves
you
money
Experience
Variety
Personal
Service
In touch
Moments
Responsiveness
Memorable
Occasion
Rituals
Updates
Luxurious
Performance
IntegratedEfficient
Subconscious
Style
9 functional zones with 50 total functional beneﬁts

Curious for knowledgeSense of
optimism
Stay in
control
Feel
comfortable
Feel
myself
Motivated
Special
Successful
Inspired
Interesting
Alive
Cool
Playful
Popular
Trendy
Like-able
Friendly Intimate
Happy
Easy-
going
Nurtured
Compassion
Down-to--earth
Relaxed
Honest
Family
Trust
Safe
Respect
Reliable
Informed
Wisdom Smarter
Competent
Feel liked
Feel free
Get
noticed
Excited
Emotional benefit cheat sheet
Your target
customer
Values
Exhilarating
8 emotional zones with 40 total emotional beneﬁts

Start with benefit clusters to turn into benefit statements
• I feel in control of my brand plan and activities
• I feel optimistic that we can drive a higher rate of growth.
• I feel smarter in our decision-making
• I feel more inspired I can reach my personal goals
• I feel with a smarter team, we will produce stronger growth results
• I feel more confident in my understanding of marketing.
• I feel more knowledgeable about brand strategy
• I will feel more motivated to be successful with a new positioning
• I will feel inspired to drive growth for our brand
• I get a trusted advisor to help solve our growth problem
• I can reach out for advice on where we get stuck with our brand
• I get an in-depth brand training program that makes me smarter
• I get complex business models that make solving problems easier
• I get a helping hand at the table, to help find our brand positioning
• I get a brand plan that keeps our team organized
• I understand it better when I see the tools behind brand positioning
• I will be able to focus the team on the right strategies and issues
• I have a brand coach who can help me unleash my potential
• I get to have the equivalent voice of a VP Marketing at the table
Functional
Emotional Curious for
knowledge
Sense of
optimism
Stay in
control
Motivated
Successful
Inspired
Trust
Safe
Respect
Reliable
Informed
Smarter
Use the clusters to begin the brainstorm,
using specific category or brand words.
Makes you
smarter
Works Better
for you
Faster
Keeps you
organized
Advice
Solutions Teaching
Helping hand
Simplifies
your life
Easier
to use
How it is
made
Performance
Integrated

How motivated is
your target by
your benefit
High
High
Low
Low How own-able is this
benefit for you
Sort through the possible benefits to find the ones that are
most motivating to consumers and own-able for your brand.
Losing Zone Winning Zone
Dumb Zone Risky Zone
New
positioning
drives growth
Advice on
difficult
issues
Marketing
expert in
the room
Leadership
coach
Advisor on
any business
issue
Knowledge
helps
unleash
potential
Process to
help drive
brand plan
I can bounce
ideas off
someone
Team to help
lead merger

My personal brand ladder worksheet
Target: Brand Leaders and Department heads, mid to large
corporations, feeling like they need some new thoughts brought
into the team.
Needs: Change positioning, new plan, big idea, training
Consumer Enemy: Confusion, frustration, too many opinions
Insights: 1) “I feel stuck, with the same old thinking, same old
ideas and same old silos holding us back. I want a new voice in
the room” 2) “I think my team has talent, they just lack the right
training on the fundamentals of brands.” 3) “We have so many
divergent opinions on what to do next. We can’t decide”
Emotional Benefits: 1) I feel in control of my brand plan and
activities 2) I feel optimistic that we can drive a higher rate of
growth. 3) I feel smarter in our decision-making
Functional Benefits: 1) I get a trusted advisor to help solve our
growth problem 2) I can reach out for advice on where we get
stuck with our brand 3) I get an in-depth brand training program
that makes me smarter
Features: 1) Helps you find your brand positioning statement 2)
Helps you build a brand plan 3) Find Big Idea for brand 4) Brand
Training on thinking, defining, planning, execution and analytics.

Building your personal brand positioning statement
For
(Target)
• Brand Leaders looking for new thinking on
their business that will drive growth
Graham is the
(Category)
• Brand Coach
Who
(Benefit)
• Challenge you to think differently so you can
unleash your brand’s full growth potential
That’s
because
(Support
Points)
• He helps lead a deep-dive business review,
help define your brand’s positioning and help
build a brand plan everyone can follow.
• He can build a custom brand management
training program, to build a smarter Marketing
team that will drive stronger results.
1
2
3
4
For Brand Leaders looking for new thinking on their business
that will drive growth, Graham is a brand coach who will
challenge you to think differently so you can unleash your
brand’s full growth potential. He can help lead a deep-dive
business review, help define your brand’s positioning and help
build a brand plan everyone can follow. He can build a custom
brand management training program, to build a smarter
Marketing team that will drive stronger results.

What type of marketer are you? Are you best at managing
products, marketing execution, strategic thinking or
leadership of people? You have to pick one.
Build your career around your
natural strength as a Marketer
4

While every Brand Leader claims to be a generalist,
everyone should have a lead strength:
1. Do you like running the business and managing products?
2. Do you like marketing execution and being creative, either
generating ideas or executing creativity?
3. Are you a strategic thinker, enjoying the planning side of the
business?
4. Are you a leader of leaders, with a passion for leading
people?
If you had to force yourself to choose
one, which one would you pick?

What is your personal core strength as a Brand Leader?
Marketing
Execution
Running the
Business
Strategic
Thinking
Leader
of People
Highly Competitive
Medium
Low
Focus on what you are
best at. Let go what
matters the least.
We give 4 chips, forcing
one at the high, two at
the middle to support
the strength, and let go
of one at the low.

What is your core strength?
Running the business and managing brands
• You’re naturally a business leader, who enjoys the thrill of hitting
the numbers–financial or share goals. In Myers Briggs, you might
be an ENTJ/INTJ (introvert/extrovert, intuition, thinking, judgment)
the “field general” who brings the intuitive logic and quick judgment
to make decisions quickly to capitalize on business opportunity.
• You like product innovation side more than advertising. You are
fundamentally sound in the core elements of running a business—
forecasting, analytics, finance, distribution—working each
functional areas to the benefit of the products. You may have gaps
in creativity or people leadership, but you’re comfortable giving
freedom to your agencies or team to handle the creative execution.
• My recommendation is to stay within Product Management as
long as you can. If you find roadblocks in your current industry, go
into new verticals before you venture into new career choices.
Consider running businesses on behalf of Private Equity firms or
venture into Entrepreneurship where you take your core strength
of running a business.
Career Options
• Product Management
• Shift across industries
• Lead Private Equity
Turnarounds
• Lead Acquisitions
• Entrepreneurship

Marketing Execution
• You are the type of Brand Leader who is highly creative and
connects more to ideas and insights than strict facts and tight
business decisions. You believe facts can guide you but never
decide for you. You are high on perception, allowing ambiguous
ideas to breathe before closing down on them. You respect the
creative process and creative people. You are intuitive in
deciding what is a good or bad idea. You may have gaps in the
areas of organizational leadership or strategy development that
hurts you from becoming a senior leader.
• Staying in the Marketing area, you may end up limited in moving
beyond an executional role. You may be frustrated in roles that
would limit your creativity. Moving into a Director level role could
set you up for failure. Look to grab a subject matter expert type
role in an internal advertising, media, innovation role or
merchandising.
• Going forward beyond Marketing, consider switching to the
Agency side or Consult on a subject-matter expertise
(Innovation, Marketing Communication or Public Relations) to
build on your strengths.
Career Options
• Executional Agency
• Subject Matter
Specialist
• Ideation Brainstorm
Facilitation
• Business Development

Strategic Thinking
• You enjoy the planning more than the execution. You might fall
into the INTP, where you’re still using logic and intuition,
stronger at the thinking that helps frame the key issues and
strategies than making the business decisions. The introvert
side would also suggest that your energy comes from what’s
going on in your brain, than externally. An honest assessment
would suggest that managing and directing the work of others
is likely not be a strength.
• If you stay within the marketing industry, you would be very
strong in a Global Brand role, General Management or even
a Strategic Planning role. You need to either partner with
someone who is strong at Marketing Execution or build a
strong team of business leaders beneath you.
• Going outside, you would enjoy Consulting and thought
leadership which could turn into either an academic or
professional development type roles. Continue building your
thought leadership to carve out a specific perspective or
reputation where you can monetize.
Career Options
• Global Marketing
• Consulting/Coaching
• Thought Leadership
• Adjunct Professor
• Business Development
• Writing/Speaker Series

Leader of People
• You find natural strength in leading other. You are skilled in
getting the most from someone’s potential. You are good at
conflict resolution, providing feedback, inspiring/motivation
and career management of others. You are a natural
extrovert and get your energy from seeing others on your
team succeed. As you move up, you should surround
yourself with people who counter your gaps–whether that is
on strategy or Marketing Execution.
• If you find yourself better at Management than Marketing,
and you should pursue a General Management role where
you become a leader of leaders. You would benefit from a
cross functional shift into sales or operations to gain
various perspectives of the business enable you to take on
a general management role in the future.
• After you hit your peak within the corporate world, consider
careers such as Executive Coaching where the focus
remains on guiding people.
Career Options
• General Management
• Stay within Brand
Management
• Cross functional roles
• Partner in
Entrepreneurship
• Personal Executive
Coach

How to answer “so tell me
about yourself” in 7 seconds.
7-second brand
5

Here is our simple model for how to build
your 7-second personal brand pitch.
7 second brand
How you define yourself, what primary benefit you provide
what secondary benefit you provide
the expected result

• I have a tremendous passion for everything Marketing. Experience in food,
CPG, healthcare, moving up from Assistant Brand Manager up to VP
Marketing. As a brand leader with vast experience in CPG marketingStrong at
Advertising, Innovation and brand planning. Proven track record of 20 years of
driving growth while moving up to VP marketing.
• I have worked on turnarounds, always put on the most challenging assignments.
I find growth where others couldn’t. Known as turnaround expert, having led
turnaround plans, led global launch, created marketing program from scratch:
positioning, advertising, package design, in-store program.
1. How you define yourself
2. What primary benefit you provide your target?
4. What is the expected result you deliver?
3. What secondary benefit you provide your target?
• Led team into and through merger between J&J and Pfizer, with no departures.
I create motivated brand teams. Created a training program for the team on
the fundamentals of marketing with a 100-page book. Hands on coach, who
gives honest feedback and uses teaching moments to make the team better.
• Results always come first for me. Led J&J marketing team share gains on 9 of
12 brands, sales growth on all 12. Always deliver great work to drive results.
Developed new brand vision that guided the brand to double digit annual growth
for a decade.
The 4 questions to build your 7-second brand pitch
As a brand leader,
I find growth where
others couldn’t,
I create motivated
brand teams
that delivers great
work to drive results.
7 second brand
List out 3-5 bullet points under each question Select the best element from each

As a marketer, I find growth where others couldn’t,
I create motivated brand teams
that delivers great work to drive results.
7 second brand
The 4 questions to build your 7-second brand pitch
As a marketer, I find growth where others couldn’t
and I create motivated brand teams that deliver great
work to drive results.
how you define yourself primary benefit you provide
secondary benefit you provide
expected result

As a brand coach, I challenge leaders to look at things differently
find solutions to brand problems
to help them unleash their full potential
7 second brand
A second example of a personal brand pitch.
As a brand coach, I challenge leaders to look at
things differently and I find solutions to brand
problems, to help them unleash their full potential.
how you define yourself primary benefit you provide
secondary benefit you provide
expected result

As a brand leader, I find growth where others couldn’t,
I create motivated brand team
that delivers great work to drive results.
Led global launch of Listerine
Pocketpaks with Canada as lead
market. Created marketing
program from scratch:
positioning, advertising, package
design, in-store program.
Known as
turnaround expert,
having led
turnaround plans
on Zyrtec, Nicoderm
& Purell.
History of success
in finding high
performance
advertising that
drives growth.
Led marketing team at J&J share
gains on 9 of 12 brands, sales
growth on all 12.
Proven track
record of 20 years
of driving growth
while moving up
to VP marketing.
Hands on coach, who gives
honest feedback and uses
teaching moments to make
the team better.
Led team into and
through merger between
J&J and Pfizer, with no
departures of key team
members.
Reputation for making my
team better, with a motivating
& challenging style that gets
the best from people.
Created a training
program for the team
on the fundamentals of
marketing with a 100
page book
Developed new Listerine brand vision that
guided the brand to double digit annual
growth for a decade.
Once you have your 7-second pitch, use success stories,
past results or added benefits, to build your 30-minute pitch
30 minute brand
Take 8-10 of your best stories and build out your 30 minute brand pitch
These points help answer “so what do you mean by….”

7 second brand
Here’s how your next personal brand pitch should go
As a brand leader, I
find growth where
others couldn’t and
I create motivated
brand teams that
deliver great work to
drive results.
Tell me about yourself Look for 2-3 examples of success
Led global launch of
Listerine Pocketpaks
as lead market.
Created marketing
program from scratch.
Known as turnaround
expert, having led
turnaround plans on
Zyrtec, Nicoderm &
Purell.
History of success
in finding high
performance
advertising that
drives growth.
Led marketing team at J&J share gains on 9 of 12
brands, sales growth on all 12.
Proven track record
of 20 years of driving
growth while moving
up to VP marketing.
Hands on coach, who
gives honest feedback
and uses teaching
moments to make the
team better.
Led team into and
through merger
between J&J and
Pfizer, with no
departures of key
team members.
Reputation for making my
team better, with a
motivating & challenging
style that gets the best
from people.
Created a training
program for the team
on the fundamentals
of marketing with a
100 page book
30 minute brand
I hope I have shown
you a few ways that as
a brand leader, that
delivers great work to
drive results. Are you
able to see where I can
help you?
Summary close
Developed new
Listerine brand vision
that guided the brand to
double digit annual
growth for a decade.
7 second brand

How to build out a brand
plan for your personal brand
6

To be the voice of today’s brand leaders.
To share my knowledge to help get the most out of everyone, so they feel
smarter and capable of reaching their full potential.
Consumers first, challenge to think differently, listen to help them find their
solutions and always leave client ready to execute
Continue 10% sales growth, add 5 new client, grow in Europe and Asia, launch
new e-book
Personal Brand Roadmap
We make brands stronger. We make brand leaders smarter
Lead key clients
with Brand
Coaching
Grow our Executive
Coaching program
Partner of choice for
Training Programs
Leverage new
technologies
• New verticals
• Geographic
Expansion
• Build in CPG
• Advertising
Coaching
• 1-on-1 tools for VPs
• Entrepreneurial
program
• Career Coaching
• Launch e-book
• Create new video
series
• Skype coaching
• Corporate Training
• Boot Camp programs
• Retreats
• Key Note speaker
Brand Vision
Brand Purpose
Values
Goals
Strategies
Tactics

Purpose
The definitions behind your personal brand roadmap
Vision
Values
Goals
What do you want your personal brand to be in the next 5+ years? Think of the next 5+
years. What would ideal success look like for you? What would you like to accomplish? Think of
big goals, far beyond the year at hand.
Why do you do what you do? Why do you get up in the morning? Why did you choose this
profession? Why did you get into this business or career? Keep asking this question because
becomes even richer and deeper. First few answers are usually just on the surface
What do you believe in? If you had a personal quote, what would it say? Values help you
connect and project with your core target you are trying to attract. Do you have a motto, a theory,
personal quote or belief that you want to stand behind and have everything link to.
What do you need to achieve? Look at your vision and look at milestones, results, lifestyle,
bucket list of activities you want to accomplish? When you make your goals more personal, the
accomplishments are more rewarding to you.
Tactics
How can we get there? The how part of positioning. Look at what is in the way of the vision, and
then come up with ways to knock those down. Use a question (issues in the way of the vision)
and answer (solution options) technique to find the strategies.
What do we need to do to execute the strategy? The activities and projects that match
up to the strategies, the ones that you and your target both hold passion for. These are the
future success stories you will talk about for years to come.
Strategy

We will help you unleash
your full potential
Brand Coaching Services

Our role is to challenge you to think differently about
your future, so that you can realize your full potential.
TM

We lead a 360 assessment of your business, looking at the
marketplace, consumers, channels, competitors and the brand.
We help you define your brand, with a simple, unique, inspiring,
motivating and own-able Brand Positioning Statement.
We will create a Big Idea that will transform your brand’s soul into a
winning brand reputation.
We help you build a strategic Brand Plan that everyone who works on
the brand can follow
We coach on Marketing execution, helping to tighten the bond with
your consumers and drive brand growth
We will build a Brand Management training program, to unleash the
full potential of your Marketing team.
1
2
3
4
5
6
TM

We will lead a 360 brand assessment, looking at the
marketplace, consumers, channels, competitors and brand
Deep Dive
Review
Macro view of marketplace
looking at economic,
consumer, technology, trends.
Deﬁne consumer target,
looking at beliefs, buying habits,
growth trends and key insights.
2
5
1
3
4
Understand brand performance and
reputation. Use brand funnel, tracking
results, pricing analysis, distribution
gaps and ﬁnancial results.
Look at channel
performance,
customer
strategies,
distribution gaps,
merchandising
performance.
Dissect closest competitors by looking
at performance, positioning, innovation,
pricing, distribution and reputationSummarize the analysis into drivers and
inhibitors currently facing brand as well as
threats and opportunities for the future.
Drivers Inhibitors
Factors of strength or
inertia that accelerate
your brand’s growth.
Weaknesses or
friction slows brand
down, leak to fixi
Opportunities Threats
Changing consumer
needs, technologies,
channels, legal,
Competitor launch,
trade barriers,
customer preference.
6
Look at macro subsegments or formats
• Some different types of
macro views you want to
look at includes
performance of size,
format or benefit
segments. Look at the
channel performance at
the category level. You
can also look at macro
competitive market share
trends.
• With each chart, you are
looking for a break in the
data to tell a story on the
category.
0"
10"
20"
30"
40"
50"
60"
XL" Large"size" Mid"Size" Travel"size" Overall"
2012"
2013"
2014"
2015"
Healthy(
Whitening(
Freshening(
Repair(
0"
20"
40"
60"
80"
100"
120"
140"
Grocery" Drug" Mass" Club" Overall"
2012"
2013"
2014"
2015"
Size Formats Benefit Segment
Where sold Allergy Category $ Share
0.00%
5.00%
10.00%
15.00%
20.00%
25.00%
30.00%
35.00%
40.00%
45.00%
50.00%
P
E
D
ec
29
01
P
E
F
eb
23
02
P
E
A
pr20
02
P
E
June
15
02
P
E
A
ug
10
02
P
E
O
ct05
02
P
E
N
ov
30
02
Jan
25
2003
M
ar22
2003
M
ay
17
2003
July
12
2003
S
ept06
2003
N
ov
01
2003
D
ec
27
2003
Feb
21
2004
A
pr17
2004
June
12
2004
A
ug
07
2004
O
ct02
2004
N
ov
27
2004
Jan
22
2005
M
ar20
2005
M
ay
14
205
Jul9
2005
S
ep
3
2005
O
ct29
2005
Reactine Benadryl Claritin Aerius Allegra Chlor-Tripolon C/L
Competitive Market Share
Category
Analysis
The Brand Funnel
Awareness
Familiar
Consider
Purchase
Repeat
Loyal
Unknown
Indifferent
Love It
Like It
Beloved
The Brand Love Curve
0
15
30
45
60
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016
Gray's Dad's Sue's Devonshire
Competitive market share performance
Customer scorecards
Customer A Scores
Overall Sales Dollars 39
Share of Category 11%
% dollar change +19.1%
Your Brand Share 33%
% change +3.3 points
Share Index 105
Your brand’s avg Price $6.33
% change +3.3%
Price Index 125
Share of Co-Op Ads 33%
% change +18%
Co Op Index 143
Share of Merch 25%
% change -2%
March Index 111
Customer scorecards
Customer A Scores
Overall Sales Dollars 39
Share of Category 11%
% dollar change +19.1%
Your Brand Share 33%
% change +3.3 points
Share Index 105
Your brand’s avg Price $6.33
% change +3.3%
Price Index 125
Share of Co-Op Ads 33%
% change +18%
Co Op Index 143
Share of Merch 25%
% change -2%
March Index 111
and versus other periods.
Pricing Differences by Channel
First, look at the average price and change versus year
for each channel. Match up the data to what the sales
colleagues are saying about the different prices for each ch
Depending on channel/brand, you should be looking at
deal pricing, % on deal and coop ad points. Compare ea
the channels and compare to prior years.
Food Drug Mass Club
Avg Price $6.55 $6.47 $6.62 $6.54
% change vya -6.4% -2% +3.1% -1.9%
Avg Price on Deal 5.99 6.59 5.29 5.49
% change vya +8.3% -12.3% +1.7% +2.7%
% on deal 32% 22% 38% 20%
+/- vya +7 pts +1 pt +10 pts -2 pts
A
B
We make
We make brand
Distribution gap analysis
Tops Kroger CVS Club A&P Safeway 7-1
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
W
We ma
Tops Kroger CVS Club A&P Safewa
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
W
We mak
Draw conclusions. Compare how you're doing in each channel
and versus other periods.
We
We make
Pricing Differences by Channel
First, look at the average price and change versus year ago,
for each channel. Match up the data to what the sales
colleagues are saying about the different prices for each channel.
Depending on channel/brand, you should be looking at the
deal pricing, % on deal and coop ad points. Compare each of
the channels and compare to prior years.
Food Drug Mass Club
Avg Price $6.55 $6.47 $6.62 $6.54
% change vya -6.4% -2% +3.1% -1.9%
Avg Price on Deal 5.99 6.59 5.29 5.49
% change vya +8.3% -12.3% +1.7% +2.7%
% on deal 32% 22% 38% 20%
+/- vya +7 pts +1 pt +10 pts -2 pts
A
A
B
B
We make brands stron
We make brand leaders sma
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
We make b
We make brand l
Gray’s
8 ct Choc Chip
Gray’s
16 ct Choc
Chip
Gray’s
8 ct Mint Chip
Gray’s
16 ct Mint Chip
Gray’s
8 ct Lemon
Program tracking shows how well you are
doing behind key marketing activities
• Program tracking or testing results
can compare how well the program
has done against key measures.
• You will also be able to get scores
that match up to the brand funnel
such as Awareness (aided,
unaided), purchase scores (share
of last 5 purchases) and purchase
intention.
Tracking Results Gray’s Norm
Aided Recall 38 62
Unaided Recall 30 46
Brand Recognition 10 23
Brand Link .33 .50
Main Message 64 60
Uniqueness 38 22
Purchase Intent 10 9
Ad Tracking
Brand
Analysis

Define a focused consumer
target profile with insights,
enemies and buying patterns.
Use our
Benefits
Ladder to
move from
features to
rational and
emotional
benefits
We will help you define your brand, with a simple, unique,
motivating and own-able Brand Positioning Statement.
2
5
1
Use our benefit cheat sheets to
understand the Functional and
Emotional benefits you can own.
3Benefits Ladder
4
Determine
your winning
zone, where
your brand is
better,
different or
cheaper.
Winning
positioning
statement that
is unique, own-
able motivating
to consumers
Brand
Positioning
Building a winning brand positioning statement
To
(Target)
• Healthy proactive preventers who want
to do more for their health, working
moms, who are 35-40 years old.
Gray’s is the
(Category)
• Tasty healthy cookie option
That is the
(Benefit)
• Guilt free cookie that tastes so good
that you can stay in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched the
leaders on taste, but only 100 calories
and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a desert were
able to lose 5-10 pounds.
1
2
3
4
Consumer Target
Product features
Functional benefits
Emotional benefits
Works
betterFunctional
Benefits
Simplify
Life
Make
Smarter Make
Healthier
Saves
money
Helps
family
Sensory
Appeal
Stay
Connected Experience
Seek
knowledgeFunctional
Benefits
Stay in
control
Feel
myself Feel
comfortable
Feel
optimistic
Feel
free
Get
noticed Feel
liked

Brand’s
Big Idea
We will help create a Big Idea that will transform your internal
brand soul into a winning external brand reputation.
The Big Idea helps
simplify the brand message
as an outward expression of
the inner Brand Soul
We make brands stro
We make brand leaders sm
Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Brand
Positioning
Advertising and
Communication
Product
Development
Selling and
Retail
Operations
and Culture
Consumer
The
Brand
Big
Idea
Drive consistency using the brand’s Big Idea to show
up the same way at all 5 consumer touch-points
Consumers have 7
seconds to connect
with a brand’s Big Idea
A brand ﬁnds its equilibrium when the Big
Idea impacts a brand reputation to
perfectly match up to the Brand Soul
Soul Reputation=
Based on their personal
experiences, consumers
form a reputation they
spread to others.
1
2
3
4
5
=Big Idea
Brand
Soul
Consumer

2
4
31 Strategic questions to
help frame the key issues
5
We will help build a strategic Brand Plan that
everyone who works on the brand can follow
Drivers and inhibitors currently facing
brand. Risks and opportunities for future.
Deep dive review looks at every
potential area of the brand
• Market: Macro view, economic indicators,
consumer behavior, technology, political
• Consumer: Target, buying habits, trends,
consumer enemies, key insights
• Channels: growth channels, major
customers, available tools and programs
• Competitors: Performance, positioning,
innovation, pricing, distribution, perceptions.
• Brand: Funnel, reputation, tracking results,
pricing, distribution, ﬁnancial analysis.
Drivers Inhibitors
Factors of strength or
inertia that accelerate
your brand’s growth.
Weaknesses or
friction slows brand
down, leak to fixi
Opportunities Threats
Changing consumer
needs, technologies,
channels, legal,
Competitor launch,
trade barriers,
customer preference.
What is the core strength
your brand can win on?
How engaged are
consumers?
What is your current
competitive position?
How tightly connected is your
consumer to your brand?
What is the current business
situation your brand faces?
3
1
5
4
1. Where could we be?
2. Where are we?
3. Why are we here?
4. How can we get there?
5. What do we need to do?
Before getting started on your Brand Plan, map out your
strategic thinking by asking 5 simple strategic questions
Vision/Purpose/Goals
Situation Analysis
Key Issues
Strategies
Execute & Measure
Questions to ask Planning elements
1
2
3
4
5 6
Use “where are we” questions to uncover
answers that frame the overall brand plan.
Lay out
elements of
the Brand
Plan, on one
page and in
a formal
presentation
Brand
Plan
2
The Annual “Brand Plan On a Page”
Analysis Issues and Strategies Executional Plans
P&L forecast
• Sales $30,385
• Gross Margin $17,148
• GM % 56%
• Marketing Budget $8,850
• Contribution Margin $6,949
• CM% 23%
Drivers
• Taste drives a high conversion of Trial to
Purchase
• Strong Listings in Food Channels
• Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
Inhibitors
• Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak Advertising
• Low distribution at specialty stores. Poor
coverage.
• Low Purchase Frequency even among most
loyal.
Threats
• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weaken in-store
presence
• Legal Challenge to tastes claims
Opportunities
• R&D has 5 new flavors in development.
• Sales Broker create gains at Specialty Stores
• Explore social media to convert loyal following.
Key Issues
1. What’s the priority choice for growth: find new
users or drive usage frequency among
loyalists?
2. Where should the investment/resources focus
and deployment be to drive our awareness
and share needs for Gray’s?
3. How will we defend Gray’s against the
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco?
Strategies
1. Continue to attract new users to Gray’s
2. Focus investment on driving awareness and
trial with new consumers and building a
presence at retail.
3. Build defense plan against new entrants that
defends with consumers and at store level.
Goals
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the
most loyal to ensure it stays steady.
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%. Focus
for sales is to close distribution gaps going
from 62% to 72%.
• Hold dollar share during competitive launches
and continue to grow 11% post launch gaining
up to 1.2% share. Target zero losses at shelf.
Advertising
• Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban
working women, 35-40.Main Message of “great
tasting cookie without the guilt, so you can stay
in control of your health”. Media includes 15
second TV, specialty health magazines, event
signage, digital and social media
Sampling
• Drive trial with In-store sampling at grocery,
Costco, health food stores and event sampling
at fitness, yoga, women’s networking, new
moms.
Distribution
• Support Q4 retail blitz with message focused
on holding shelf space during the competitive
launches. Q2 specialty blitz to grow distribution
at key specialty stores.
Innovation
• Launch two new flavours in Q4/15 & Q4/16.
Explore new diet claims, motivating and own-
able.
Competitive Defense Plan
• Pre Launch sales blitz to shore up all
distribution gaps. At launch, heavy
merchandising, locking up key ad dates,
BOGO. TV, print, coupons, in-store sampling.
• Use sales story that any new “healthy” cookies
should displace under-performing and
declining unhealthy cookies.
Brand Vision: To be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2020.
Forecast
Analysis
Brand Vision
Strategies
Execution
Key Issues
Goals
1
5
4
3
2
6
5

Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Brand
Positioning
Advertising and
Communication
Product
Development
Selling and
Retail
Operations
and Culture
Consumer
The
Brand
Innovation drives ideas, concepts,
testing, launches through system.Build culture to support
consumer experience
creating a brand credo
with purpose, values,
service behaviors.
2
4
3
1
CREATIVE(BRIEF((
1.""Why(Are(We(Adver3sing(
Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&&
2.#What’s(the(Consumer(Problem(We(are(Addressing(
I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer&
myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&"
3.((Who(are(you(talking(to?(
“Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to&
stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and&
escape&even&for&people&who&watch&what&they&eat.&&&&"
4.((Consumer(Insights(
L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But&
we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”&
L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to&
achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”&
5.(What(does(our(consumer(think(now?(
I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste&
that&good,&it’s&something&I&might&consider&as&a&snack.&&&
6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)(
We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&"
7.((What(should(we(tell(them?((S3mulus:((benefit)(
With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in&
control&of&your&health.&&
8.((Why(should(they(believe(us?(
In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and&
2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&&
9.((Brand(Posi3oning(Statement(
For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure#
so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a&
low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&
taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&
as&a&desert&were&able&to&lose&5lbs.&&&
10.((Tone(and(Manner(
Successful,&Mo>vated,&Reliable,&In&Control,&Natural.&
11.((Media(Op3ons(
Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry&
the&idea&into&digital,&social&media&and&a&microsite.&&&
12.((Mandatories(
The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole&
Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the&
12&week&study.&&&
Brief focuses creative &
media decisions on
positioning & strategy
5
Influence purchase moment
through channels, e-commerce,
selling and merchandising
At Beloved Brands, we promise to
make your brand stronger and your
brand leaders smarter.
We believe big ideas, focus and
passion matter, because the more
loved a brand is by consumers, the
more powerful and profitable that
brand will be.
We will challenge you to think
different, because the thinking that got
here may not get you to the next level.
Our Credo
Align execution to
focus on moving
consumers
through stages of
the buying system
Consumers connect with Big Idea
through 5 supporting touch-points
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware
6
We coach on Marketing execution, helping to tighten
the bond with your consumers and drive brand growth
Marketing
Execution

We will build a Brand Management Training Program,
to unleash the full potential of your Marketing team.
Training
Program
Strategic Thinking
Brand Positioning
Brand Plans
Creative Briefs
Brand Analytics and the Business Review
Marketing Execution
Creating a Beloved Brand
Consumer Centricity
Managing your Marketing Career
1
2
6
4
5
3
7
8
9
Menu of training programs

Investing in your people pays off with smarter strategies,
amazing execution and stronger brand results
We will unleash the full potential of your people so you will
see a direct impact on your brand’s growth trajectory.
We will train your team on the
fundamentals of brand management
• Address gap on brand analytics and strategic
thinking, to ensure you end up with smarter
Brand Plans and Creative Briefs.
• Improve judgment and decision-making to
ensure your Marketing execution pays back.
• We can see first hand the impact that training has
on your team’s skills, motivations and behaviors.
• Our workshop style training provides an
immediate impact on their day-to-day jobs.

Graham spent 20 years in Brand Management leading some of the world’s most
beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising up to
VP Marketing. In his career, he has won numerous Advertising and Innovation awards.
Graham played a major role in helping Pfizer win Marketing Magazine’s
“Marketer of the Year” award.
Graham started Beloved Brands believing he could make brands stronger
and brand leaders smarter. Graham will challenge you and your team to think
differently and strategically. He leads workshops that will help define your
Brand Positioning Statement, create a Big Idea for your brand, and write
Brand Plans to motivate and focus everyone that works on the brand.
He will build Brand Management training programs that will help
unleash the full potential of your team, so your team can produce
exceptionally smart work that drives stronger brand results.
The Beloved Brands robust client roster has included the NFL
Players Association, Reebok. Acura, Shell, Jack Link’s, 3M,
Melitta, Capital One and Pfizer.
Graham Robertson at Beloved Brands
One of the voices of today’s Brand Leaders.

Graham Robertson at Beloved Brands
Significant career experience in Brand Management
Education
• MBA, Ivey School of Business, Western University, 1994
• Bachelor of Commerce, Carleton University, 1989
Work History
• President, 2009- Present
• VP Marketing, 2005-08
• Group Brand Director, 1999-2005
• Senior Brand Manager, 1997-99
• Associate Brand Manager, 1994-96
• Coca-Cola, Summer Marketing Intern, 1993
• Marketing Training Program, 1989-92

Do you want to get smarter
about Marketing?
Visit beloved-brands.com
Over 5 million views from Marketers getting smarter

We would love the opportunity to
help you unleash the full potential
of your brand and the full potential
of your team of brand leaders.
Graham Robertson • 416 885 3911 • graham@beloved-brands.com

Personal Branding Workshop

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