We Make Brands better.We make Brand Leaders better.™

The Brand Leadership Center

Brand CoachingWe promise to make your Brand better by listening to the issues, providing advice that challenges you, and coaching you along a

strategic pathway to reaching your Brand’s full potential.

Brand Leader TrainingWe promise to make your team of Brand Leaders better,

by teaching sound marketing fundamentals and challenging to push for greatness so that they can unleash their full potential.

We Make Brands better.We make Brand Leaders better.™

Better people, means better work and that leads to better results.

Learning Workshop Options

1. Strategic Thinking

2. Brand Plans

3. Positioning Statements

4. Creative Briefs

5. Brand Analysis

6. Better Advertising

7. Media Plans

8. How to Run Your Brand

9. Managing your Marketing Career

10. Motivational Lunch and Learns

Brand Leadership CenterCustomized interactive Brand Leadership Workshops

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Everyone in marketing thinks that they are strategic. We promote Brand Leaders because they are strategic and hold them back because they aren’t strategic enough.

Yet no one explains it and very few every teach it.

At Beloved Brands, strategic thinking is the foundation from which we build on, helping Brand Leaders see the value and power in focus, early wins, leverage and gateways. • Brand Leaders will learn the elements of strategic

thinking–focus, early win, leverage and gateway. • What is it that makes someone strategic and how to use

strategic thinking in the role of a Brand Leader?• Brand Leaders will look at strategy in three ways:

1. consumer/customer focused2. competitive view 3. visionary strategy.  

• We will lead you through a hands-on workshops that lets you try out concepts on your own brands with hands-on coaching to help you improve.

How to think StrategicallyTurning focus into bigger gains for your business

Strategic Thinking

FocusEarly WinLeverageGateway

1

Before you dive into strategy, you have to dive into the Brand’s performance metrics. Without taking that data and turning it into strategic stories, the Brand Leader is

unable to express their opinions backed by fact.

At Beloved Brands, we show Brand Leaders learn how to do a deep dive on their Brand and teach them how to turn the immense amount of data into analytical stories.   • We look at tools that help assess the health and wealth of

the brand, including brand funnels, SWOT analysis, market research tracking and the force field analysis.

• We also look at the P&L showing the 8 ways that Brand Leaders can drive profits, with tools that help look at price, cost, share gains and entering new markets.

• We explain the principles behind good analytics and how to express opinions backed by facts, show how to write an analytical presentation and best-in-class monthly report.

• Through hands-on workshops, you’ll develop a Key Issues presentation using your own brands.

How to do Brand Analytics Turning data into analytical story telling

2

A good Brand Plan provides a road map for everyone in the organization to follow: Sales, R&D, agencies, senior leaders and even the Brand Leader who wrote the plan.

At Beloved Brands, we explain and show Brand Leaders how to write every part of their Brand Plans, whether it’s a long-range strategic brand roadmap or one year brand plan.  • We take Brand Leaders through each element of the

Plan, explaining key terms such as vision, purpose, key Issues, strategies and tactics.

• We’ll show how your strategic options get executed in terms of media, R&D or the brand experience the culture creates behind the promise.

• With each key term, we’ll take it on a test run using your brand for the example, giving feedback on the spot.

• We’ll show how to put the Brand Plan into a 10 page Power Point presentation or a very tight one page Brand Plan summary document for all to follow.

How to Write a Brand Plan Creating a Plan that everyone can follow

3

The Brand Positioning Statement sets up the Brand’s promise to the consumer. It impacts both external communication with advertising, PR or in-store and internally with employees who deliver that promise

At Beloved Brands, we explain and show Brand Leaders how to write classic Brand Positioning statements with the target market, key benefits and reason to believe (RTBs).• We start with the consumer and build a customer value

proposition. We’ll teach how to define the target market and build key consumer insights.

• We will show you the difference between features as benefits and help build both rational benefits (what do I get?) and emotional benefits (how does it make me feel?)

• We will show how it fits into a brand concept statement that can be ready for research testing.

• The hands-on workshop can include writing of positioning statements, with live coaching.

How to write Positioning Statements The promise the brand makes to the consumer

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The brief helps focus the strategy so that agencies can take key elements of the brand plan positioning to and express the brand promise through communication.

At Beloved Brands, we help the Brand Leaders take the elements of Strategy (from the Brand Plan) and the Positioning (from the Brand Positioning Statement) and distill it down into a very succinct 1 page Creative Brief.• For those who combine the positioning with the creative

brief session, we build the customer value proposition with consumer target, insights, rational and emotional benefits.

• We’ll also take the strategies of the brand plan to help frame the communications objectives.

• For those brands in need of a brand essence, we’ll take help find the Brand’s DNA, using a unique tool.

• The hands-on workshop is a great tool for developing creative briefs on your brand, looking at objectives, target, consumer insights, stimulus and response.

How to write Creative BriefsTranslating the strategy for agencies

CreativeBrief

5

Brand Leaders rely so much on agencies to execute. They need to know to judge the work effectively to ensure they are telling the story of the brand and

expressing the brand’s promise.

At Beloved Brands, we provide Brand Leaders with tools and techniques for judging communication concepts from agencies, as well as process for providing effective feedback. • We teach an effective technique for judging advertising

work regardless of the medium. It’s the ABC’S of Advertising:  how well does the advertising drive Attention (A), Branding (B), Communication (C) and Stickiness (S)

• We’ll also help map out the brand’s strategy against media options to show how that impacts your judgment.

• We go through effective techniques for giving feedback to agencies, with hands-on role playing and critiquing.

• We’ll also talk about how to be a better client so you can motivate and inspire your agency.

How to Judge AdvertisingEvaluating and giving direction to agencies

AgencyScript

6

With an ever changing media landscape, Brand Leaders need to understand the fundamentals of how media helps

their brands, before using understanding and judging how each media can help.

At Beloved Brands, we believe Brand Leaders should start with where the consumer is, not where the media is. • We look at where the consumer is, by matching the brand

love curve up against the consumer buying system to help lay out media options. We also look at how media matches to the type of brand, based on high involvement or high importance.

• We’ll teach the five types of media—paid, earned, social, search and home, helping provide context to decisions.

• We’ll provide a non-biased view of each possible media option for Brand Leaders to choose from.

How to Evaluate Media PlansEvaluating and giving direction to agencies

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CLIENT: PFIZERDIVISION: CONSUMER HEALTHCARE

BRAND: Listerine Mouthwash DATE: September 5, 2006

REVISION: Four

NOTE: Talent cycles to be confirmed by JWT

27 4 11 18 25 1 8 15 22 29 5 12 19 26 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23 30 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19

GRPs #Wks COST @15%

TELEVISION (A25-54)

WHITENING/ EQUITY

:30 Blended National 2320 29 $3,819,042 80 80 80 80 75 75 75 75 75 75 75 75 75 100

100

100

100

75 75 75 75 75 75 75 75 75 75 75 100

:15s Paired Blended National 0 0 $0

Brand Power 30s Blended Ntl 300 4 $501,074 75 75 75 75

Total 2620 29 $4,320,116 80

80

80

80 0 75

75

75 0 75

75 0 0

150

0

150

0

150

0150

0 0

100

100

100

100

0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 75 0 0

100

0

VILLAGE

:30s Blended National 800 7 $1,269,400 125

125

125

125

100

100

100

:15s Paired Blended National 225 3 $178,509 75 75 75

Total 1025 10 $1,447,909 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0 0

125

125

125

125

0

100

100

100

0 75

75

75 0 0 0 0 0 0 0 0 0 0 0 0 0

Brand Power Fee $61,765

TOTAL TELEVISION $5,829,789

TOTAL ALL MEDIA: $5,829,789

TOTAL ALL MEDIA - CLIENT COST (@13%) $5,713,194

MEDIA BUDGET (client cost) $5,700,000

Variance $13,194

Gross Cost/ Month TELEVISION (@15%) $5,829,790

Client Cost/ Month TELEVISION (@13%) $5,713,194

Gross Cost/ Month MAGAZINE (@15%) $0

Client Cost/ Month MAGAZINE (@13%) $0

Gross Cost/ Month ONLINE (@15%) $0

Client Cost/ Month ONLINE (@13%) $0

Gross Cost/ Month OOH (@15%) $0

Client Cost/ Month OOH (@13%) $0

TOTAL ALL MEDIA COST - Gross 15% $5,829,790

TOTAL ALL MEDIA CLIENT COST @13% $5,713,194

TOTAL QUARTERLY MEDIA COST @15%: $5,829,790

Total QUARTERLY CLIENT COST@13% $5,713,194

"32 Friends" Talent Cycle continuing from F'06

25s+5s PP Holiday Pack tag

25s+5s Disco LPP Tag (375 GRPs)

"One Man" Creative - 300 GRPs

Talent Cycle

Village Talent Cycle One

$0$0 $0

$263,066

$408,191 $386,707

$0

$416,522

$0

$394,599

$0

$491,052

$0

$263,517

$0$0

$387,901

$0

$0 $0

$0

$491,052

$0 $0

$501,074

$380,143 $263,517

$0 $0 $0

$491,052

$507,760

$497,605 $380,143

$387,901

$268,895

$268,895 $501,074

$0

$833,042

$386,707

$816,381

$1,164,556 $1,670,246 $2,161,946

$1,141,265 $1,636,841 $2,118,707

$894,133 $171,870$408,191

$507,760 $263,066 $175,377

$497,605

$668,098

$654,736

$394,599$416,522

$816,383

$0

$0

$257,805

$0

$0

$912,381

$0

Q4 FY2007

APRILFEBRUARY MARCH

PERIOD 1

MAYDECEMBER JANUARY JUNE JULY

Q1 FY2007 Q2 FY2007 Q3 FY2007

AUGUST SEPTEMBER OCTOBER NOVEMBER

$491,052

PERIOD 3 PERIOD 2

$171,870

$833,043

$257,805

$912,381 $175,377

$894,133

$501,074 $668,098

$501,074

$0 $0

$0 $0 $0 $0$0

$0

$0 $0 $0 $0

$833,043

$0

$654,736

$0

$816,383

$0$0

$0 $0 $0$0 $0 $0 $0 $0

$0

$0$0

$0

$0

$0

Talent Cycle

New Equity Creative - could include LPP tag (1,225 GRPs)

Talent Cycle Talent Cycle

Equity 25+5s Holiday Pack tag

Village - A25-54 Est. R/FEnglish: 94% reach / 11.2 Freq.French: 96% reach/ 11.0 Freq.Media Charts

Brand Leaders have to be able to lead and manage all parts of the organization to ensure they can make things happen

on all parts of their brand.

At Beloved Brands, we take a total branding point of view, where brand fuels profit, leads product development and creates a culture that delivers the brand experience.• With finance 101, the Brand Leader will understand the

workings of the P&L and be able to utilize financial terms and formulas to the benefit of making informed financially driven decisions on their brand.

• With forecasting 101, the brand leader will be able to back up their estimates with tools and processes to get to better decision making with operations and sales.

• We’ll also take Brand Leaders through the impact of new product innovation, managing an agency and developing a culture behind their brand.

How to Run Your BrandRunning the Brand Operations as a Business

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At each stage of the career of the Brand Leader, there are certain expectations of skills, experiences and behaviors.

And at each stage, the Brand Leader must almost re-invent themselves while building on what they’ve learned.

At Beloved Brands, we have experience with each level of marketing and we have mapped out what it takes to be successful in each role so that Brand Leaders can accomplish what it is they need to in their current role, but keep an eye on future roles and what it takes to get there.• We can adjust the level of the audience, going anywhere

from Assistant Brand Manager up to VP or CMO. • For higher levels, it can provide guidance on how to coach

and manage their team members. • We provide overall values for success plus 5 core

expectations at each level.• We provide evaluation tools for Brand Leaders against 30

core skills and 12 essential leadership behaviors.

Managing Your Marketing CareerThroughout all the levels of marketing

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Teams that get so busy need a spark of inspiration of a hit of learning find a 90 minute lunch and learn the ideal

balance to get them going without the full day off.

At Beloved Brands, we can deliver that quick hit to inspire your team or we can customize a quick learning so they can take away a key message about fundamentals. • Love What You Do: a great challenge to make sure

everyone is putting their full passion into their work. Show link of personal love to brand growth.

• Inspiring Career Talk: can show a broad room the career ladders and what it takes by level or customize to certain level to go deeper.

• Love = Power + Growth + Profit: The more love you put in your work creates a bond with your consumer that gives you added power to enable more growth and profit.

• Fundamentals of Brand Leaders: overview of strategic thinking, brand plans, creative briefs, analytics.

Lunch and LearnsInspirational Talks with Your Teams

The

Beloved Brands

Lunch and LearnSeries

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“Graham makes Brand Leaders. His boot camp style instruction is perfect for the development of anyone in brand management. He challenges you to be better, makes you question your decisions

with rigor and provides the right level of coaching to bring you to the next level.”

program participant

We work the way that best meets your needs

Team Building Off sites

Boardroom

via Skype Large Group

Small Group

Brand Leader Training

It is our unique view on Brands that sets us apart We believe the more love and connection you generate for your brand

can be turned into a source of power that drives growth and profit

The Brands that we have coached

We bring our Brand Experience to your TablePeople hire us to take their brand to the next level

“Beloved Brands assisted us in the transformation of our brand positioning and

company culture. Graham helped steer people towards finding their own solutions

and owning them, as opposed to just giving people the answers.”

Keith Gordon President, NFL Players Inc.

What our Clients have to say

“Beloved Brands has been a tremendous asset to Earls. They helped us to

uncover a new vision, brand DNA and strategic business plan.  We were so

pleased with the results, we used Beloved Brands to develop Earls’ cultural brand

service values which were rolled out to all 6000+ employees.”

Monique GomelVP Marketing, Earls Restaurants

Meet Graham Robertson, Leader of Beloved BrandsGraham is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. His Beloved Brands blog has 2 million views, and his public speaking appearances inspire Brand Leaders to love what they do.

Graham spent 20 years leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills and Coke, rising through the ranks up to VP Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award.

The idea behind Beloved Brands is the more love you can generate with your consumers, the more power you have in the market which drives higher growth and profits for your brand. As a brand coach, Graham helps to find growth where others couldn’t, creating Brand ideas consumers love and Brand Plans everyone can follow.

For Brand Leaders wanting to reach their full potential The Brand Leadership Center offers workshops on strategic thinking, analytics, planning, positioning, creative briefs, judging advertising and media.

You have to LOVE what you do, and then LIVE like you mean it!!!

Graham Robertson Beloved Brands phone: 416 885 3911 email: graham@beloved-brands.com

Ask us how we can help Make your

Brands and your Brand

Leaders better.