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brand
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B2B brand
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 Our Brand Toolkit includes
the templates that we use to
present our brand strategy
Elevate your brand strategy presentations by using our expertly-designed PowerPoint
template slides for Brand Plans, Brand Positioning, Business Reviews and Creative Briefs.

Gray’s winning brand concept

Brand Plan
Brand Plan Brand Positioning
Brand Positioning Statement
Brand Concept
Brand Concept
Brand Vision: First ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2030. Guilt
The free
guilt pleasure
free pleasure with Gray’sCookies
with Gray’s Cookies
Analysis Strategy Execution
P&L forecast Key Issues Advertising
•DoDoyouyou
feelfeel
guiltyguilty when
when you stickyou
yourstick
hand your
in the hand
cookie in the cookie
To Healthy proactive preventers who want to do
Sales
Gross Margin
$30,385
$17,148
1. What’s the priority choice for growth: find
new users or drive usage frequency among
Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban working
1
(Target) more for their health, working moms, 35-40
jar?Wouldn’t
jar? Wouldn’t it be ifgreat
it be great if you
you could justcould
sneak ajust sneak a cookie
cookie
without worry that you have gone off your diet?
GM %
Marketing Budget
56%
$8,850 2.
loyalists?
Where should the investment/resources
women, 35-40.Main Message of “great tasting
cookie without the guilt, so you can stay in control years old. without worry that you have gone off your diet?
Contribution Margin $6,949 focus and deployment be to drive our of your health”. Media includes 15 second TV,
CM% 23%
3.
awareness and share needs for Gray’s?
How will we defend Gray’s against the
specialty health magazines, event signage, digital
and social media
2 Gray’s is The healthy cookie option •Gray’s
Gray’s Cookies
Cookies are arethe thebestbest tasting
tastingyet yet
guilt free pleasure
(Category)
Drivers
• Taste drives a conversion of Trial to Purchase
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco? Sampling so you
guilt can
free stay in control
pleasure so youofcan your health.
stay in
• Strong Listings in Food Channels Drive trial with In-store sampling at grocery, control of your health.
• Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
Strategies
1. Continue to attract new users to Gray’s
Costco, health food stores and event sampling at
fitness, yoga, women’s networking, new moms. 3 That is the Guilt-free cookie to help you stay in control • That’s because Gray’s is low in fat and calories, yet still
Inhibitors
2. Focus investment on driving awareness and
trial with new consumers and building a Distribution (Benefit) of your health tastes
That’s great.Gray’s
because In blind
is lowtaste
in fattests, Gray’s yet
and calories, cookies
still matched the
•
•
Low familiar yet to turn our sales into loyalty
Awareness held back due to weak Advertising 3.
presence at retail.
Build defence plan against new entrants that
Support Q4 retail blitz with message focused on
holding shelf space during the competitive market
tastes leaders
great. In blindon
tastetaste,
tests,but hascookies
Gray’s only 100 calories, with 2g
matched
• Low distribution at specialty stores. Poor launches. Q2 specialty blitz to grow distribution at the
ofmarket
fat and leaders
3g ofonsugar.
taste, but
In ahas only 100 calories,
12-week with
study, consumers using
coverage.
defends with consumers and at store level.
key specialty stores. • In blind taste tests, Gray’s matched the
2g of fat and 3g of sugar. In a 12-week study, consumers
Risks
Goals
• Increase penetration from 10% to 12%, Innovation That’s leaders on taste, but has only 100 calories Gray’s
using once
Gray’s oncea anight
night as
as aa dessert
dessertlost
lost
10 10 pounds.
pounds.
• Launch of Mainstream cookie brands Launch 2 new flavors in Q4/15 & Q4/16. 4 and 3g of net carbs.
(Pepperidge Farms and Nabisco).
specifically up from 15% to 20% with the core
Explore diet claims. because
• De-listing 2 weakest skus weakened our in-
target. Monitor usage frequency among the
(Support Points)
• In a 12-week study, consumers using Gray’s
most loyal to ensure it stays steady.

Try Gray’s
Try Gray’sCookies andfind
find
store presence Competitive Attack Plan once a night as a dessert were able to lose 5-
Cookies and
• Increase awareness from 33% to 42%,
• Legal Challenge to tastes claims Pre-launch sales blitz to shore up all distribution

specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
Opportunities
GRAY’S
gaps. At launch, heavy merchandising, locking up 10 lbs.
your way to stay healthy
key ad dates, BOGO. TV, print, coupons, in-store

your way to stay healthy

• Close distribution gaps from 62% to 72%.
•
R&D has 5 new flavors in development.
Sales Broker create gains at Specialty Stores • Hold dollar share during competitive launch. sampling. Use sales story that any new
“healthy” cookies should displace under-
Cookies
• Social media to convert loyal following. Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf. performing and declining unhealthy cookies.

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Creative Brief Business Review Strategy Roadmap

Creative brief
Why are we advertising BUSINESS REVIEW SUMMARY Brand Strategy Roadmap
Tempt consumers to try Gray’s Cookies because
they are the “best tasting yet guilt free pleasure.”
Drivers Inhibitors Vision Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2030.
About our consumer About our brand Purpose We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients.
• Taste drives a high conversion of trial to • Awareness among mainstream target
Our target Values Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned.
Main message purchase (65% vs. norm of 50%). (20%) held back due to weak advertising
“Proactive Preventers,” suburban working moms, 35-40, With Gray’s Cookies, you can do what you want and stop
who are willing to do whatever it takes to stay healthy. feeling guilty over-eating a damn cookie.
• Strong listings has driven strong scores. Low attention scores and brand Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control
They run, workout and eat right. For many, food can be a distribution in food channels (95%) link scores. Brand Promise Brand Story Innovation Purchase Moment Consumer Experience
Support points
stress-reliever and escape even for people who watch
Grays Cookies matched the market leaders on taste, but
• Exceptional brand health scores among • Low distribution at specialty stores at only Take control of your Real life stories that We never sacrifice Interrupt purchase We hope your
what they eat.
only has 100 calories and 2g of carbs. In a 12-week study, early adopters (“Proactive Preventers”) 16%. Poor sales coverage. weight by replacing show women living on taste, you won’t routine to set up weight loss results
Consumer’s enemy consumers using Gray’s once a night lost 5 lbs. making it a highly beloved brand among • Low purchase frequency (2.2 boxes/yr vs. your favorite snack “All the pleasure, but have to sacrifice Grays as the better empowers you to
Temptation and guilt when they cheat. with Grays. none of the guilt.” your cookie. alternative. stay in control.
Brand Idea the niche. 7.3 norm) even among most loyal.
Consumer Insights Gray’s are the best tasting yet guilt-free pleasure so you Goals $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.
Once consumers cheat on their diet, it puts their whole can stay in control of your health and mind. Opportunities Risks Key Issues 1. How do we tighten the bond with our most loyal brand lovers?
willpower at risk. “Once I give in to a cookie, I can’t stop
Brand Assets 2. How do we balance driving penetration and usage frequency?
myself. They taste too good. It puts my diet at risk of
Story of our New England family recipe, our signature • R&D has 5 new flavors in development. • Mainstream cookie brands could enter the
collapsing. I feel so guilty.” 3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
stack of beautiful cookies, and tagline “More Cookie. Could launch Peanut Butter in Q4 of 2013 ‘health’ segment through R&D or 4. How do we leverage “guilt free” idea across new food categories
What does our consumer think now? Less Guilt.” (top 15% in test), Chocolate Chips in Q2 acquisition. Rumors that Pepperidge
While Gray’s Cookies have achieved a small growing base Tone we take with our consumers
of brand fans, most consumers remain unfamiliar with the of 2014 (top 50%) Farms will launch in Q1. Strategies Build community Become alternative to Leader of healthy Explore entering
A safe choice, honest and down-to-earth. of Brand Lovers mainstream cookies cookie segment new food categories
brand and have yet to try Gray’s. Those few who love • Sales broker could specifically target • De-listing of our 2 weakest skus because
Gray’s, describe it as “equally good on health and taste.” specialty stores, which are in high growth of POS thresholds, could weaken our in-
Our ask
What do we want consumers to do? (+15%/year) store presence.
TRY Grays, and we know once they do, the great taste will Media Choices to explore • Social Media to connect • Drive penetration using • Dominate every shelf • Build “guilt free” idea
Main creative will be 30 sec TV ad, supported by event
• Use social media to convert strong loyal • Legal Challenge to “tastes as good as brand lovers advertising & nutritionist PR • Attack competitive • Innovation focused on
win them over. Tactics
signage and in-store display. Carry idea into digital, social following into mainstream mass appeal your favorite cookie”. • Surprise and delight • Continue to attract new entries new segments
media and build a microsite program to most loyal users to Gray’s • Leverage influence of • Early trial with brand
• Geographic expansion • New flavor launches brand lovers lovers

beloved brands beloved brands beloved brands

Learn more
Marketing fundamentals matter
1 When I see marketers jump straight to tactics, I know they are missing the
underlying issues hurting their brand

2 When brands make the mistake of trying to be everything to anyone, the brand
ends up being nothing to everyone

3 When marketers try to do too many things in their plan, none of their ideas end
up with enough resources to make the impact they expect.

4 When marketing execution is not organized and aligned to the strategy,

everyone operates in silos. Consumers see a disjointed, confused brand

5 When marketers don’t go deep enough on analytics, they speak with random
opinions not connected to the reality of what’s happening
 We teach how the best marketers
think, define, plan, execute and analyze
Our marketer must look at the situation
Strategic
1 2
Thinking
Measuring the brand love, to determine the
love, power and profit progress of the brand
Awareness
Familiar
Consider
Purchase
Repeat
Loyal
Beloved Brands
Marketing
The playbook for how to build a
brand your consumers will love.
✓ How to think strategically
✓ Write a brand positioning statement
5 process, and sales plan. We teach how to make smart decisions on
✓ Come up with a brand idea
✓ Write a brand plan everyone can follow
✓ Write an inspiring creative brief
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
Analytics
Beloved Brands is available on Amazon and Apple Books
and circumstances facing their brand
1 Strategic Thinking: Learn to ask the challenging questions by taking
Winning
a holistic look at your brand’s core strength, competitive landscape,
Strategic Positioning tightness of the consumer bond, and business situation.
What your What your
ThinkBox customers brand
1 Core Strength
want does best
Statement
Consumer
2 Brand Positioning: Our brand positioning process starts with a
2
3 Competitor What your
4 Situation competitor
does best
consumer profile and uses a balance of functional and emotional
benefits to find a winning space that is unique, motivating, & ownable.
strategic
Marketing Plan
Use the brand funnel to measure health thinking
Brand Plan GRAY’S
Cookies
3 Marketing Plans: The marketing plan as a decision-making to guide
• Brand funnels become thicker as the brand Brand Vision: Clearly state your brand’s long-term vision statement
becomes more loved. It’s not just about driving
particular numbers but about moving them from Analysis Strategy Execution
P&L forecast Key Issues Advertising
one stage to the next. Sales $30,385 1. What’s the priority choice for growth: find Use awareness to drive trial of the new Grays.
Gross Margin $17,148 new users or drive usage frequency among Target “Proactive Preventers”. Suburban working
• Awareness is never enough. Anyone can get that. GM % 56% loyalists? women, 35-40.Main Message of “great tasting
everyone who works on the brand. Learn how to write a brand vision,
Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control
Contribution Margin $6,949 focus and deployment be to drive our of your health”. Media includes 15 second TV,
Consideration is the point you start to see that your CM% 23% awareness and share needs for Gray’s? specialty health magazines, event signage, digital
3. How will we defend Gray’s against the and social media
brand idea starts to connect and move the Drivers proposed Q1 2014 ‘healthy cookie’ launches
consumer.
• Taste drives a high conversion of Trial to
Purchase
from Pepperidge Farms and Nabisco? Sampling
Drive trial with In-store sampling at grocery,
• Strong Listings in Food Channels Strategies Costco, health food stores and event sampling at
• Exceptional brand health scores among Early 1. Continue to attract new users to Gray’s fitness, yoga, women’s networking, new moms.
• To drive trial you need to gain consideration first
purpose, goals, key issues, strategies and marketing execution plans.
Adopters. Highly Beloved Brand among niche. 2. Focus investment on driving awareness and
Inhibitors
trial with new consumers and building a Distribution
Support Q4 retail blitz with message focused on
(the brain) and then you need to move the • Low familiar yet to turn our sales into loyalty 3.
presence at retail.
Build defence plan against new entrants that holding shelf space during the competitive
• Awareness held back due to weak Advertising launches. Q2 specialty blitz to grow distribution at
consumer towards purchase and through the •
defends with consumers and at store level.
Low distribution at specialty stores. Poor
coverage. Goals
key specialty stores.
experience. Risks
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the core
Innovation
Launch 2 new flavors in Q4/15 & Q4/16.
• Launch of Mainstream cookie brands target. Monitor usage frequency among the Explore diet claims.
• To drive loyalty (the heart) you need to create •
(Pepperidge Farms and Nabisco).
De-listing 2 weakest skus weakened our in- •
most loyal to ensure it stays steady.
Increase awareness from 33% to 42%,
Competitive Attack Plan
experiences that deliver the promise and use tools •
store presence
Legal Challenge to tastes claims
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
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
to create an emotional bond with the consumer. Opportunities
• R&D has 5 new flavors in development.
Focus for sales is to close distribution gaps
going from 62% to 72%.
sampling.
• Hold dollar share during competitive launch. Use sales story that any new “healthy”
• Sales Broker create gains at Specialty Stores
cookies should displace under-performing
4 Marketing Execution: Learn to write a creative brief, innovation
• Explore social media to convert loyal Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf. and declining unhealthy cookies.
following.
Marketing
The playbook for how to create a
brand your consumers will love
3
!1
Plans
execution around creative communication and media choices.
Creative Brief
5 Marketing Analytics: The deep-dive business review, to assess your
brand’s performance and set up smarter strategic thinking, looking at
the marketplace, consumers, channels, competitors, and brand.
4
Marketing
Execution
 1 Strategic Thinking and
Brand Analytics
• How you think and decide.
Our Beloved Brands •
•
Elements of strategic thinking.
Strategic ThinkBox.
Marketing
• Brand’s core strength.
• Consumer strategy.
• Competitive strategy.
• Situation strategy.
Training
• 64 best analytical questions
• The deep dive review.
• Finding your brand’s key issues.
Agenda
3 Building a Brand Plan
everyone can follow
• Brand planning process.
• Rough draft of Brand Plan.
• Vision, purpose, values.
The topics we cover in each module •
•
Analytical summary and key issues.
Brand strategy statements.
of our marketing training • Building each strategic slide.
• Brand communications plans.
• Innovation process, plans & checklist.
• Sales, pricing, retail plans.
• Structuring the brand plan presentation.
2 Brand Positioning
to define a brand
• Consumer target.
•
•
Defining consumer needs.
Consumer insights and their enemy.
• Functional benefits.
• Emotional benefits.
• Features and claims.
• Winning brand positioning statement.
• Defining the brand idea.
• Brand Idea map to touchpoints.
• Brand concepts, credo, concept.
4 Decision-making on
Marketing Execution
• Creative development process.
• Marketing PlayBox.
• Creative Brief.
•
•
Ads that get attention.
Ads with strong brand link.
• Main message communication.
• Ads that sticks in consumers’ mind.
• Creative Checklist.
• Creative decision-making.
• Media planning decisions.
 We empower the ambitious
to achieve the extraordinary

graham@beloved-brands.com

416 - 885 - 3911