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THE PLAYBOOK FOR HOW TO BUILD A
BRAND YOUR CONSUMERS WILL LOVE
BRANDS
✓ How to think strategicallyLEADER ✓ How to think strategically
✓ Write a brand positioning statement ✓ Write a brand positioning statement ✓
✓ How to think strategically
Write a brand positioning statement The playbook for how to create a
✓ Come up with a brand idea ✓ Come up with a brand idea ✓ Come up with a brand idea
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✓ Write an inspiring creative brief
GRAHAM ROBERTSON
✓ Write an inspiring creative brief
GRAHAM ROBERTSON
✓ Make decisions on marketing execution ✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review ✓ Conduct a deep-dive business review ✓
✓
✓
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
brand your consumers will love
✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers

Beloved
Beloved Brands is available Brandsand
on Amazon AppleBeloved
is available Brandsand
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Books is available on Amazon and Apple Books
Apple Books
 Ikigai (⽣き甲斐) is a Japanese
concept that means "a reason for
being.” It is an intersection of
what you are good at, what you
love, what the world needs, and
what you can be paid for.
 Model for finding your brand purpose
The pillars of purpose
Love what
you do A
Focus your passion on building a
D A tight bond with consumers
Exceptional You need to know your consumers as well as you
Focus on
execution to building a tight know your brand. Use consumer insights, enemies
become your relationship with and needs. Talk with consumers about benefits—
consumer’s consumers what they get and how it makes them feel.
favorite brand
Build around a unique, own-able
The B
and motivating big idea
Purpose The big idea is what consumers connect with
first, then builds a bond as each touchpoint
Core of a delivers that big idea. Use the big idea to
Consumers
values of
team
Beloved need it organize everything that you do for the brand.

Brand C
Inspire a values driven culture to
deliver happy experiences
C B
It is the culture of the organization who deliver the
Inspire a values Build around a experience. People are the face of the brand, and
driven culture to unique, own-able will be the source of creating loyalty with
deliver happy and motivating consumers
experiences Big Idea
Use exceptional execution to become
D your consumer’s favorite brand
Helps build a
loved brand “I love it” is the highest bar for great work.Never
settle for OK when greatness is attainable.

Beloved Brands Beloved Brands Beloved Brands

BELOVED brand 2Bconsumers will love.BRAND
The playbook for how to build aThe playbook for how to build aThe playbook for how to build a
Byour brand your consumers will love.brand your consumers will love.

BRANDS
THE PLAYBOOK FOR HOW TO BUILD A
BRAND YOUR CONSUMERS WILL LOVE
BRANDS
✓ How to think strategicallyLEADER ✓ How to think strategically
✓ Write a brand positioning statement ✓ Write a brand positioning statement ✓
✓ How to think strategically
Write a brand positioning statement The playbook for how to create a
✓ Come up with a brand idea ✓ Come up with a brand idea ✓ Come up with a brand idea
THE PLAYBOOK FOR HOW TO BUILD A B2B THE PLAYBOOK TO HELP YOU REALIZE
✓ YOUR
BRAND WriteCUSTOMERS
a brand plan everyone
WILL LOVE THE ✓
can follow Write
FULL a brand
POTENTIAL AS Aplan
MARKETER ✓
everyone can follow Write a brand plan everyone can follow

GRAHAM ROBERTSON
✓ Write an inspiring creative brief
GRAHAM ROBERTSON
✓ Write an inspiring creative brief
GRAHAM ROBERTSON
✓ Make decisions on marketing execution ✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review ✓ Conduct a deep-dive business review ✓
✓
✓
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
brand your consumers will love
✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers

Beloved
Beloved Brands is available Brandsand
on Amazon AppleBeloved
is available Brandsand
on Amazon
Books is available on Amazon and Apple Books
Apple Books
 Model for finding your brand purpose

Love what The pillars of purpose

GRAY’S D
you do A A
Focus your passion on building a tight
emotional bond with consumers
Cookies
Use exceptional Focus your • At Grays, we want to be the first ‘healthy
execution to passion on cookie’ to generate the craving, popularity
become your building a tight
consumer’s emotional bond and sales of a mainstream cookie.
favorite brand with consumers
Build around a unique, ownable, and
B motivating brand idea
Help people • Grays are the best tasting yet guilt free
re-discover the pleasure so you can stay in control of
Core lost secret that your health.
values of the most amazing Consumers Inspire a values-driven culture to
team tasting food is need it C provide happy consumer experiences
made of natural • The values for Gray’s are consumer first,
C ingredients. B great taste, healthy, natural ingredients,
fast-to-market, and family owned.
Inspire a values- Build around a
driven culture to unique, ownable, Use exceptional execution to become
provide happy and motivating D your consumer’s favorite brand
consumer brand idea
experiences • At Grays, we want our people to have the
confidence to overwhelm our brand lovers
with shocking new tastes every year.
Builds a beloved
branded business

Beloved Brands Beloved Brands Beloved Brands

BELOVED brand 2Bconsumers will love.BRAND
The playbook for how to build aThe playbook for how to build aThe playbook for how to build a
Byour brand your consumers will love.brand your consumers will love.

BRANDS
THE PLAYBOOK FOR HOW TO BUILD A
BRAND YOUR CONSUMERS WILL LOVE
BRANDS
✓ How to think strategicallyLEADER ✓ How to think strategically
✓ Write a brand positioning statement ✓ Write a brand positioning statement ✓
✓ How to think strategically
Write a brand positioning statement The playbook for how to create a
✓ Come up with a brand idea ✓ Come up with a brand idea ✓ Come up with a brand idea
THE PLAYBOOK FOR HOW TO BUILD A B2B THE PLAYBOOK TO HELP YOU REALIZE
✓ YOUR
BRAND WriteCUSTOMERS
a brand plan everyone
WILL LOVE THE ✓
can follow Write
FULL a brand
POTENTIAL AS Aplan
MARKETER ✓
everyone can follow Write a brand plan everyone can follow

GRAHAM ROBERTSON
✓ Write an inspiring creative brief
GRAHAM ROBERTSON
✓ Write an inspiring creative brief
GRAHAM ROBERTSON
✓ Make decisions on marketing execution ✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review ✓ Conduct a deep-dive business review ✓
✓
✓
Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
brand your consumers will love
✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers

Beloved
Beloved Brands is available Brandsand
on Amazon AppleBeloved
is available Brandsand
on Amazon
Books is available on Amazon and Apple Books
Apple Books
 GRAY’S
Cookies

Brand Vision
To be the first ‘healthy cookie’ to generate the craving, popularity and sales
of a mainstream cookie. Make Gray’s a $100 Million brand by 2030.

Our purpose
At Gray’s, we help people re-discover the lost secret that the most
amazing tasting food is made of natural ingredients.

2020 Goals
Consumer first, great taste, healthy, natural ingredients, fast-to-market,
family owned.
 GRAY’S
Cookies Gray’s brand values
We know the daily pressures people face in making choices to eat healthy. We
Less guilt all have temptations, and the worst feeling is the guilt we feel in having a cookie.
We want our customers to feel guilt free.

We believe the best tasting food starts with all natural ingredients. We source
Natural taste organic ingredients, our kitchens work tirelessly to ensure our cookies taste
better amazing enough to become our consumer’s favorite.

We remind ourselves everyday that Gray’s started as a family recipe. No matter

Family business how big we become, business is personal, as we will personally rely on each
other to achieve our collective success.

We love food and we hope that it shows. Everyone on our team shows up every
Passion matters day with a passion to help make a difference and contribute to building Gray’s
Cookies into a brand that women love.

In blind taste tests, Gray’s cookies matched the market leaders on taste, but with
Do our only 100 calories, 2g of fat and 3g of sugar. In a 12-week study, consumers
homework using Gray’s once a night as a desert lost10 pounds.
 Brand Strategy Roadmap GRAY’S
Cookies

Vision: Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2030.
Purpose: We help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients.
Values: Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned.

Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control
Promise Brand Story Innovation Purchase Moment Experience
Real life stories that show Interrupt purchase routine
Take control of your weight We never sacrifice on We hope your weight
women living “All the to set up
by replacing your favorite taste, you won’t have to loss results empowers
pleasure, but none of the Grays as the better
snack with Grays. sacrifice your cookie. you to stay in control.
guilt.” alternative.

Goals: $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.

Issues: 1. How do we tighten the bond with our most loyal brand lovers?
2. How do we balance driving penetration and usage frequency?
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
4. How do we leverage “guilt free” idea across new food categories

Strategies Build community of Become alternative to Leader of healthy cookie Explore entering new
Brand Lovers mainstream cookies segment food categories

Tactics
• Social Media to connect
brand lovers
• Surprise and delight program
to most loyal
• Geographic expansion
• Drive penetration using
advertising & nutritionist PR
• Continue to attract new users to
Gray’s
• New flavor launches
• Dominate every store shelf
• Build “guilt free” idea
• Attack competitive entries
• Innovation focused on new
• Leverage influence of brand
segments
lovers
• Early trial with brand lovers
“The two most important
days in your life are the
day you are born and the
day you find out why.”

Mark Twain
 Stage Lighting Stage Lighting

Model for finding your brand purpose

An added touch to
a magical show

= to a magical show
An added touch
GRAY’S
Stage Lighting

GRAY’S GRAY’S
D Stage Lighting
Love what
you do A
The pillars of purpose
Focus your passion on building a tight
Stage Lighting A emotional bond with customers
We bring your actors faces to life Use exceptional
An added touch to a magical show Focus your • At Grays, we want to be the first stage
execution to passion on lights to create a magical show filled
become your building a tight
customer’s emotional bond with every expression and emotion.
favorite brand with customers
Build around a unique, ownable, and
B motivating brand idea
At Gray’s, • Grays stage lighting uses a HEX
our purpose technology to show every wrinkle and
Core is to help theater expression in an actor’s face.
values of directors put on Consumers Inspire a values-driven culture to
the most magical need it C
team provide happy customer experiences
Broadway shows
• We have a love affair with the theater.
they could ever
C B We think like directors, yet we hustle
imagine.
like stagehands.
Inspire a values- Build around a
driven culture to unique, ownable, Use exceptional execution to become
provide happy and motivating D your customer’s favorite brand
customer brand idea
experiences • We do our homework by conducting
in-theatre tests to see the impact of
our lighting on the actor’s faces.
Builds a beloved
branded business

We help brands find growth.

beloved We make brand leaders smarter.
brands
 Brand Strategy Roadmap GRAY’S G
Stage Lighting
We bring your actors faces to life

Vision: Be the lighting brand Broadway directors see as essential to their show. Make Gray’s a $100 Million brand by 2022.
Purpose: At Gray’s, our purpose is to help directors put on the most magical Broadway shows they could ever imagine.
Values: Passion for theater, think like directors, family-run, pride matters, and we do our homework.

Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control
Promise Brand Story Innovation Purchase Moment Experience
Every theatregoer Gray’s HEX lighting Our unique HEX Leading directors Magic happens
can experience the creates an added lighting creates speak out on Gray’s when our lighting
emotions on the touch of magic to shadows against behalf to influence connects the actors
actor’s faces. your theatre the brightness. the industry. with the audience.

Goals: Increase awareness, in-theater trial demos, hold share, increase off-broadway penetration.
Issues: 1. How do we shift Gray’s from a product-led launch into an idea-led brand to own “magic”?
2. How do we use loyal advocates to establish Gray’s in the production house buyer’s mind?
3. How do we defend against entry of mainstream lighting (GE, Philips) into the high-end stage lighting segment?
4. How do we keep growth momentum by closing the identified gaps in distribution?

Content marketing to Influencer program to Claims to defend Use social media to

Strategies trade up directors drive trial demos against new entrants reach off-broadway

Tactics • White Papers • Influential directors • Blitz current customers • Social Media program
• Video Story telling • Social media • Claims data vs competitors • East coast sales blitz
• Video interviews of patrons • Film one of the demos • Industry advisory panel • Direct mailer nationally
 Our marketing training will help realize
Our marketing training will help realize
the full potential of your marketing team
the full potential of your marketing team
Winning

1
Strategic What
consumers
What
your brand 2
Positioning
Thinking want does best Statement
What your
competitor
does best
Annual Marketing Plan
Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.

Analysis Issues and Strategies Execution Plans

P&L forecast Key Issues Advertising
• Sales $30,385 1.What’s the priority choice for growth: find • Use awareness to drive trial of the new
• Gross Margin $17,148 new users or drive usage frequency among Grays. Target “Proactive Preventers”.
• GM % 56% loyalists? Suburban working women, 35-40.Main
• Marketing Budget $8,850 2.Where should the investment/resources Message of “great tasting cookie without the
• Contribution Margin $6,949 focus and deployment be to drive our guilt, so you can stay in control of your
• CM% 23% awareness and share needs for Gray’s? health”. Media includes 15 second TV,
Drivers 3.How will we defend Gray’s against the specialty health magazines, event signage,
• Taste drives a high conversion of Trial to proposed Q1 2014 ‘healthy cookie’ digital and social media
Purchase launches from Pepperidge Farms and Sampling
7.3" • Strong Listings in Food Channels Nabisco? • Drive trial with In-store sampling at grocery,
6.8" • Exceptional brand health scores among Strategies Costco, health food stores and event
8" Early Adopters. Highly Beloved Brand
among niche.
1.Continue to attract new users to Gray’s
2.Focus investment on driving awareness
sampling at fitness, yoga, women’s
networking, new moms.

Gray's' 32" 5" 18"

weekly" Inhibitors and trial with new consumers and building Distribution
6" • Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak
a presence at retail.
3.Build defence plan against new entrants to
• Support Q4 retail blitz with message
focused on holding shelf space during the
2.2" Norm' monthly" Advertising defends with consumers and at store level. competitive launches. Q2 specialty blitz to

4"
• Low distribution at specialty stores. Poor Goals grow distribution at key specialty stores.
coverage. • Increase penetration from 10% to 12%, Innovation
• Low Purchase Frequency among most specifically up from 15% to 20% with the • Launch two new flavours in Q4/15 & Q4/16.
4x"per"year" loyal. core target. Monitor usage frequency Explore diet claims, motivating and own-
2" 45"
Risks
• Launch of Mainstream cookie brands
among the most loyal to ensure it stays
steady.
able.
Competitive Defence Plan

0" 1x"per"year" (Pepperidge Farms and Nabisco).

• De-listing 2 weakest skus weakened our in-
• Increase awareness from 33% to 42%,
specifically up from 45% to 50% within the
• Pre Launch sales blitz to shore up all
distribution gaps. At launch, heavy
store presence core target. Drive trial from 15% to 20%. merchandising, locking up key ad dates,

Gray's" Norm" Dad's" • Legal challenge to taste claims

Opportunities
Close distribution from 62% to 72%.
• Hold dollar share during competitive
BOGO. TV, print, coupons, in-store
sampling.
• R&D has 5 new flavors in development. launches. Grow 11% post launch gaining up • Use sales story that any new “healthy”
• Sales Broker gains at Specialty Stores to 1.2% share. Target zero losses at shelf. cookies should displace under-performing
• Use social media to convert loyal following. and declining unhealthy cookies.

5
Analyze 3
Marketing
Performance Plans

4
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✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers
Beloved
Beloved Brands is available Brandsand
on Amazon AppleBeloved
is available Brandsand
on Amazon
Books is available on Amazon and Apple Books
Apple Books
Beloved
Beloved Brands is available Brandsand
on Amazon AppleBeloved
is available Brandsand
on Amazon
Books is available on Amazon and Apple Books
Apple Books
 Our marketing training workshops
will provoke new thinking
Learn strategic thinking methods, looking at core strength, competitive
landscape, consumer relationship, engagement and situation you face.
Brand positioning statements start with a consumer profile, then uses our
consumer benefits ladder, with functional and emotional benefits.
With marketing plans, we go through each element needed for a long-
range brand strategy roadmap and the annual marketing plan.
Learn to make smart decisions on marketing execution with your creative
advertising and media choices.
With brand analytics, learn to write a deep-dive business review, looking
at the marketplace, consumer, channels, competitors and the brand.

We will get your people ready to to win in the market

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consumers consumers will love.
will love.

BRANDS
BRANDS BRANDS
BRANDS How to think strategically LEADER
✓ How✓ to think strategically LEADER
How to think ✓ strategically
strategically
✓ How to think How to think ✓
strategically
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brand your consumers will love
✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers ✓ Learn finance 101 for marketers
Beloved
Beloved Brands is available Brandsand
on Amazon AppleBeloved
is available Brandsand
on Amazon
Books is available on Amazon and Apple Books
Apple Books
Beloved
Beloved Brands is available Brandsand
on Amazon AppleBeloved
is available Brandsand
on Amazon
Books is available on Amazon and Apple Books
Apple Books
Our playbooks for how to build a
brand your consumers will love