Graham Robertson - Beloved Brands: The playbook for how to build a brand your consumers will love
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- Book:Beloved Brands: The playbook for how to build a brand your consumers will love
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Beloved Brands: The playbook for how to build a brand your consumers will love: summary, description and annotation
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With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. Our workbook edition has exercises throughout the book to help you build your brand. And, e-book includes hyperlinks to view more details.
We will show you how the best marketers think, define, plan, inspire, and analyze.
I created Beloved Brands as a toolbox to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team so they can learn how to deliver the fundamentals needed for your brands.
This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising, or event marketing.
If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable.
What will you get from the Beloved Brands playbook?
- In the past two decades, what makes brands successful has changed, and you must change with it. You will learn the fundamentals of managing your brand, with brand love at the core. I will show you how to improve your thinking to unleash your full potential as a brand leader.
- You will learn how to think, define, plan, execute, and analyze, and I provide every tool you will ever need to run your brand. 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 thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept.
- For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar, and specific project plans.
- To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand.
You will learn everything you need to know so you can run your brand. We have translated most of our brand tools into brand management templates in downloadable PowerPoint presentations that you can purchase at beloved-brands.com My brand promise is to help make you smarter so you can realize your full potential in your brand management career.
Graham Robertson
Graham Robertson: author's other books
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"Graham Robertson hits all the right notes in his new branding book, Beloved Brands, a book every CMO or would-be CMO should read. Al Ries - bestselling author of Positioning and Marketing Warfare Beloved Brands is the definitive, must-read, toolkit for brand building! Graham Robertson has produced a straight-forward resource for anyone who wants meaningful distance from the competition, greater customer engagement, increased brand loyalty, or more customer referrals! Because "top of mind" awareness isn't enough for brands today, Beloved Brands will help you become "top of heart" with your customers. What are you waiting for? Drop this book into your shopping cart! Joseph Michelli - New York Times #1 bestselling author of books like Driven to Delight , The Starbucks Experience , and The New Gold Standard . Most books on branding are really for the MARCOM crowd. They sound good but you find its all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management.
Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book. Kenneth B. (Ken) Wong, The Distinguished Professor of Marketing & Business Strategy, S.J. Smith School of Business, Queens University Whether youre an aspiring marketer trying to elevate your brand, or an established leader looking to separate your organization from the competition - Beloved Brands is an absolute must-have resource. Graham Robertson masterfully articulates the essence of effective brand marketing through a series of practical concepts and relevant examples that transcend products, services, and industries.
While many books focus on the task of marketing, Robertsons work is rooted in something much more holistic - creating better brands by creating better brand leaders. Keith A. Gordon, President & CEO of Fight For Children, and former President of NFL Players Inc.
Robertson has done his time making love with some of the markets leading Brands. In his book, beloved brands, he shares the rules and tools, downloading his 20 year-career-learned skills to you. Ted Matthews - bestselling author of Brand: It Aint the Logo. In an ever-increasing competitive business world, delivering outstanding results and outpacing your competition is paramount, and often key to survival. As a former two-time client, I can emphatically state Graham Robertson's Beloved Brands Playbook delivers in spades. This playbook is a masterfully woven reference guide of theory and applicable models.
Beloved Brands is must read and do book! Davide Viola, VP Marketing, Melitta Coffee Grahams experience gives his work credibility. His ability to pare complex problems down to simple-to-understand concepts is his greatest strength. Grahams insights and confidence helped us land an exceptional brand proposition which has been the foundation of our success today. Piers Buck, Chief Executive Officer, Little Freddie Brand Love is more important and challenging than ever. With changing customer needs, the growing mindfulness and the education of consumers and companies in a race to deliver similar brand love outcomes. The difficulties in building genuine, sustainable Brand Love are real and often misunderstood.
Although everybody knows WHAT they want to achieve, where there is plenty of literature in that space, only very few organizations figured out HOW TO do it. This BELOVED BRANDS playbook is a HOW TO that teaches new skills for marketers and management teams that are relevant today and in the future. Gyongyver Menesi-Bondar, Head of Convenience Retail, Shell Oil Products US 
BELOVED BRANDS Chapter Summaries How the Beloved Brands playbook can work for you The purpose of the Beloved Brands playbook is to make you a smarter brand leader so your brand can win in the market. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review.
- Why being a beloved brand matters
We will explore the concept of a brand idea, showing how it helps connect with consumers and organize everything you do on your brand. An overview of the brand love curve will steer your strategic thinking and your execution decisions. 2. How to use strategic thinking to help your brand win Strategic Thinking is the foundation of Brand Management. I will take you through the five elements of smart strategic thinking, including setting a vision, investing in a strategic program that focuses on an identified opportunity, and how to leverage a breakthrough market impact into a performance result. I will show how to turn smart thinking into strategic objective statements you can use in your Brand Plans.
And, I will set up the four types of strategy, looking at your brands core strength, consumers, competitors and looking the situation. 3. How to build your brand around your core strength Our core strength model forces you to select one of four possible options as your brands lead strength: the product, brand story, experience, or price. Each choice has a distinct strategic focus, brand communications, and desired reputation. I will show how the model comes to life with numerous brand examples and a case study on Starbucks as they build a reputation around their commitment to exceptional consumer experience.
- How to build a tight bond with your cherished consumers
I use the brand love curve to demonstrate specific game plans for each stage of the curve, whether your brand is at the unknown, indifferent, like it, love it or the beloved stage. This model sets up 20 potential strategies. A case study on Special K shows how they evolved from an indifferent brand to a beloved brand. 5. How to win the competitive battle for your consumers heart Competitive strategy leverages your brand positioning to win in the market. Brands must evolve their strategy as they move from a craft brand to a disruptor brand to a challenger brand all the way up to the dominant power player.
Each of the four choices offers a different target focus, unique strategies, and tactics. 6. How to address your brand situation Before initiating your plan, you must understand what is happening internally, within your own company. You can learn four distinct situations, including fueling the momentum, fix it, re-alignment or a start-up. Each has different indicators and recommended strategies, as well as advice on the leadership style to engage.
- Define the ideal target market to build your brand around
I will show how to develop a consumer profile that includes a segmented definition, consumer insights, consumer enemies, need states and the desired response that matches your overall strategy.
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