Everything A Marketing Must Know 1701697465

Everything
a marketer
must know
a bit about
At Beloved Brands, our Marketing Training teaches how

the best marketers use brand analytics, strategic thinking,
brand positioning, brand plans, and marketing execution
Brand Management
Functional Emotional
Benefits Benefits
Consumer RTBs
Enemy Brand
Owned
Media
Positioning Positioning
Statement Key
Issues
Earned
Media Shared Consumer Winning Strategies Tactics
Media Insights Concepts
Target
Goals Retail
Brand
Consumer
Paid
Media
Advertising
Strategic
Story
Tone
Purpose Plan Innovation

Creative Creative
Brief Idea
Communications
Vision
Communications
Strategy Financials
NPD
Revenue
Production
Market COGs
Everything
Launch Results
NPD Plan
Testing
Product R&D a marketer P&L Business

Priorities
Innovation Plan
must know Results Program
Budgets
Idea
Pipeline
Brainstorm
a bit about Shareholders
Forecasting
Exploration Investment
Research
Pricing Customer Behaviors

Prioritization
Values
Customer Brand
Acquisition Key Accounts Credo
Training
Purchase Buyer Organization Talent

Moment
In-Store
Experience Relations Purpose Culture
Organization
Customer Structure
E Commerce Consumer Internal
Analytics
Insights Messages
Customer Trends
Marketing Voice of Leadership
Consumer
Funnel
Consumer
Tracking
Consumer
Tracking
Experience Program
Tracking
Service Service
Systems Values
Consumer
Experience
© Beloved Brands Inc

Strategic Plan
Key Issues
Strategies Tactics
Goals
Strategic Retail
Purpose Plan Innovation
Vision Communications
Financials
Brand Plan GRAY’S

Cookies
Brand Vision: Be first ‘healthy1cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.
Vision
Analysis Issues and Strategies Execution Plans
P&L forecast Key Issues Advertising
Questions to ask Planning Elements • Sales
6
• 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”.
• GM % 56% 3
loyalists? Suburban working women, 35-40.Main
Forecast Key Issues
1. Where could we be? 1 Vision/Purpose/Goals • Marketing Budget
• Contribution Margin
$8,850
$6,949
2.Where should the investment/resources
focus and deployment be to drive our
Message of “great tasting cookie without the
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
2. Where are we? 2 Analysis Purchase
• Strong Listings in Food Channels
launches from Pepperidge Farms and
Nabisco?
Sampling
• Drive trial with In-store sampling at grocery,
• Exceptional brand health scores among Strategies 5
Costco, health food stores and event
Early Adopters. Highly Beloved Brand
among niche.
1.Continue to attract new users to Gray’s
2.Focus investment on driving awareness
4
Execution
sampling at fitness, yoga, women’s
networking, new moms.
3. Why are we here? 3 Key Issues Inhibitors
• Low familiar yet to turn our sales into loyalty
and trial with new consumers and building
Strategies
a presence at retail.
Distribution
• Support Q4 retail blitz with message
• Awareness held back due to weak 3.Build defence plan against new entrants to focused on holding shelf space during the
Advertising defends with consumers and at store level. competitive launches. Q2 specialty blitz to
2
• Low distribution at specialty stores. Poor Goals grow distribution at key specialty stores.
4. How can we get there? 4 Strategies coverage. Analysis
• Low Purchase Frequency among most
• Increase penetration from 10% to 12%,
specifically up from 15% to 20% with the
Innovation
• Launch two new flavours in Q4/15 & Q4/16.
loyal. core target. Monitor usage frequency Explore diet claims, motivating and own-
Risks among the most loyal to ensure it stays able.
• Launch of Mainstream cookie brands 5
steady. Competitive Defence Plan
5. What do we need to do? 5 6 Execution & Measures (Pepperidge Farms and Nabisco).
• De-listing 2 weakest skus weakened our in-
• Increase awareness from 33% to 42%,
Goals
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,
• Legal challenge to taste claims Close distribution from 62% to 72%. BOGO. TV, print, coupons, in-store
Opportunities • Hold dollar share during competitive 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.
Brand Positioning
Emotional
Benefits
Functional
Benefits RTBs
Consumer
Enemy Brand Positioning
Statement
Positioning
Consumer Winning
Insights Concepts
Target
Consumer
Benefits Ladder
Emotional benefits
Functional benefits
Product features
Consumer Target
Using the work around Brand Positioning and the Brand
Idea to generate winning Brand Concept
Brand Idea
Positioning Statement
Enemy
or insight
Guilt free pleasure with Gray’s Cookies
• Do you feel guilty when you stick your hand in the
cookie jar? Wouldn’t it be great if you could just sneak a
cookie without worry that you have gone off your diet?
• Gray’s Cookies are the best tasting yet guilt free Main
pleasure so you can stay in control of your health.
• That’s because Gray’s is low in fat and calories, yet still message
tastes great. In blind taste tests, Gray’s cookies
matched the market leaders on taste, but has only 100
calories, with 2g of fat and 3g of sugar. In a 12 week
study, consumers using Gray’s once a night as a
Support dessert lost 10 pounds.
visual Try Gray’s Cookies and find GRAY’S Support

your way to stay healthy Cookies points
Motivating call-to-action
Brand Story
Owned
Media
Earned Shared
Media Media
Paid Brand Advertising

Media
Story Tone
Creative Creative
Brief Idea
Communications
Strategy
Creative brief Creative Advertising Checklist

Rate each as high, medium or low to identify gaps you see in the
advertising, to focus your feedback or challenges to the creative team.
1 Why are we advertising
Advertise Gray’s new “guilt free” positioning to get new “proactive preventer” consumers to move ABC’s Summary Fits with brand
them from consideration to trial resulting in increased share.
Does the ad deliver the brand
Attention idea? Does it leverage your
About our consumer About our brand Brand Link creative assets? Does the ad
fit with the tone of the brand?
2 Our target Main message Communication Meets brand book standards.
“Proactive Preventers,” suburban working 8 With Gray’s Cookies, you can do what you
moms, 35-40, who are willing to do whatever it want and stop feeling guilty over eating a Stickiness Distinguishes brand
takes to stay healthy. They run, workout and eat damn cookie. Does it use functional or
right. For many, food can be a stress-reliever
emotional benefits to own a
and escape even for people who watch what
9
Support points Gut instincts reaction competitive space that is
they eat. Grays Cookies matched the market leaders
WinningDo you love what the ad has the motivating to consumers and
on taste, but only has 100 calories and 2g of
3 Moment of accelerated needs carbs. In a 12-week study, consumers using potential to do? Does the ad ownable for the brand?
40th birthday, going on vacation, spring coming, Gray’s once a night lost 5 lbs.
1
Strategic What
customers
match
What the Positioning
2 brief? Will you be
new year’s resolution, tighter clothing. Thinking want
your brand
proud of thisStatement
does best
ad as your legacy? Branded Breakthrough
10 Brand Idea Winning Is the ad different enough to
Consumer’s enemy Gray’s are the best tasting yet guilt-free
4
Temptation and guilt when they cheat. pleasure so you can stay in control of your
Delivers strategy
What your
competitor
does best
capture attention within the
clutter? Does the ad engage
Strategic
Annual Marketing Plan
Consumer Insights
health and mind.
1
What
customers
What Positioning
Does the ad match up to the
Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.
P&L forecast
• Sales
• Gross Margin
objective of the brief, from your

your brand
• GM %
Analysis
• Marketing Budget
2
$30,385
$17,148
56%
$8,850
$6,949
Issues and Strategies
Key Issues
loyalists?
focus and deployment be to drive our
Execution Plans
Advertising
Suburban working women, 35-40.Main
guilt, so you can stay in control of your
consumers with the brand? Is
Thinking Statement
11 Brand Assets
5
• Taste drives a high conversion of Trial to proposed Q1 2014 ‘healthy cookie’ digital and social media
Once consumers cheat on their diet, it puts their want does best the brand a significant part of
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"
brand plan? Does it achieve the
Early Adopters. Highly Beloved Brand 1.Continue to attract new users to Gray’s sampling at fitness, yoga, women’s
among niche. 2.Focus investment on driving awareness 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
3.Build defence plan against new entrants to
focused on holding shelf space during the
whole willpower at risk. “Once I give in to a Story of our New England family recipe, our 4"
2.2" Norm' monthly" Advertising
• Low distribution at specialty stores. Poor
coverage.
defends with consumers and at store level.
Goals
competitive launches. Q2 specialty blitz to
grow distribution at key specialty stores.
Innovation
the climax of the ad?

desired consumer response?
• 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
cookie, I can’t stop myself. They taste too good. signature stack of beautiful cookies, and 0"
Gray's" Norm" Dad's"
1x"per"year" (Pepperidge Farms and Nabisco).
store presence
• Legal challenge to taste claims
Opportunities
core target. Drive trial from 15% to 20%.
Close distribution from 62% to 72%.
• Hold dollar share during competitive
merchandising, locking up key ad dates,
BOGO. TV, print, coupons, in-store
sampling.
Will it have an expected market

• R&D has 5 new flavors in development. launches. Grow 11% post launch gaining up • Use sales story that any new “healthy”
It puts my diet at risk of collapsing. I feel so tagline “More Cookie. Less Guilt.”
Motivating message
What your
guilty.”
5
Analyze competitor impact Marketing
3 and brand performance?
12 Tone we take with our consumers Performance does best Plans Is the communication of the
Annual Marketing Plan
6 What does our target think now? A safe choice, honest and down-to-earth.
How we
Builds consumer bond Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.

main benefit in the ad easy for
While Gray’s Cookies have achieved a small will comm
growing base of brand fans, most consumers 4

Marketing
unicate
to custo
mers
P&L forecast
• Sales
Does the ad speak directly to the

• Gross Margin
• GM %
• Marketing Budget
$30,385
$17,148
56%
$8,850
Key Issues
loyalists?
Advertising
Suburban working women, 35-40.Main
consumers to understand?
Our ask Execution
• Contribution Margin $6,949 focus and deployment be to drive our guilt, so you can stay in control of your
Does the creative naturally set

remain unfamiliar with the brand and have yet to 7.3"

6.8"
Gray’s
show an Lighting gives
your
consumer target? Does it
• Taste drives a high conversion of Trial to
Purchase
• Strong Listings in Food Channels
• Exceptional brand health scores among
proposed Q1 2014 ‘healthy cookie’
launches from Pepperidge Farms and
Nabisco?
Strategies
digital and social media
Sampling
• Drive trial with In-store sampling at grocery,
Costco, health food stores and event
try Gray’s. Those few who love Gray’s, describe

8"
6" Gray's' 32" 5" 18"
weekly"
added tou
• As a direct
ch of ligh theatrical
the faces or in rehearsals,
ting magic
Early Adopters. Highly Beloved Brand
leverage consumer insights to

among niche.
Inhibitors
• Awareness held back due to weak
2.Focus investment on driving awareness
and trial with new consumers and building
3.Build defence plan against new entrants to
sampling at fitness, yoga, women’s
networking, new moms.
Distribution
focused on holding shelf space during the
up the main message? Will the
of the you can
2.2"
it as “equally good on health and taste.” monthly" actors. Howe
main message move
Advertising defends with consumers and at store level. competitive launches. Q2 specialty blitz to
Norm' all the time see the emot
13 Media Choices to explore 4" only those that as you fill the ver, we hear from ion on
• Low distribution at specialty stores. Poor Goals grow distribution at key specialty stores.
2" 45"
4x"per"year" • Gray’s
in the first
Light
actors faces ing Inspiring
few rows
house for
really see
lighting
opening
directors
that magic
night,
.
connect? Will it deepen our bond
coverage.
• Low Purchase Frequency among most
loyal.
Risks
specifically up from 15% to 20% with the
core target. Monitor usage frequency
among the most loyal to ensure it stays
Innovation
• Launch two new flavours in Q4/15 & Q4/16.
Explore diet claims, motivating and own-
able.
Main creative will be 30 sec TV ad, 0" 1x"per"year"

• That’s
because
that theat
40th row
to life for
in 4
theatre
re patrons week test, using
of the theatcan notice every
that bring
patrons
Grays, has
s the
(Pepperidge Farms and Nabisco).
with our consumers? Can the ad

store presence
steady.
consumers to think, feel or act?
7 What do we want consumers to do? supported by event signage and in-store
Gray's" Norm" Dad's" leading Broad
“With Gray’ way theatre
re. We have
direct
facial detail shown
testimonials
from
from the
Opportunities
• R&D has 5 new flavors in development.
Close distribution from 62% to 72%.
• Hold dollar share during competitive
launches. Grow 11% post launch gaining up
BOGO. TV, print, coupons, in-store
sampling.
• Use sales story that any new “healthy”
giggle and s Lighting, our actor ors. Steven Jones 20
help build memories and rituals?
performan gasp in the audie s say they now

said,
TRY Grays, and we know once they do, the ce every
night.”
nce, inspir
ing their
hear every
display. Carry idea into digital, social best
Analyze Marketing @Beloved Brands Inc.

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About us Dental Life New products Events Peer connection
gic to yo
ur show GRAYS Stage Ligh
ting
Stage Ligh
ting
How does your work life balance
impact your performance Gray’s provides a
gentler cleaning
According to dentistryiq.com and experience that
things changed a lot since COVID-19
started, a career as a dental hygienist
your clients will
notice.
beloved
offers one of the best work-life
balances there is. But no matter ✓ Cleans the most
brands
whether you’re just starting out in difficult stains
your path as a newly-qualified RDH Do your dental tools
(registered dental hygienist) or ✓ Reaches the most
whether you’ve done the job for difficult places stay comfortable for
years, things can get on top of you ✓ Comfort handle for
your entire shift?
and you can quickly lose the
wonderful work-life balance that first
the longest shifts
We help
attracted you to the role
We make brands
find gro
The gentle client experience brand lea wth.
ders sm
arter.
Gray’s Dental Instruments
The gentle experience your clients will notice
Dental products Toronto 44,386 followers
How work life balance impacts performance
Paid
According to dentistryiq.com and things changed a lot since COVID-19
started, a career as a dental hygienist offers one of the best work-life balances
there is. But no matter whether you’re just starting out in your path as a newly-
qualified RDH (registered dental hygienist) or whether you’ve done the job for
Brand Home Explainer Search Social Influencer Sales Trade

years, things can get on top of you and you can quickly lose the wonderful
work-life balance that first attracted you to the role
www.grays.com
story Page Videos Engine Media Media Marketing Material Shows

Product Innovation
NPD
Production Launch
Plan
NPD
Testing Product R&D
Plan
Innovation
Idea
Brainstorm
Pipeline
Exploration
Research
Innovation process
Innovation Plan
Innovation strategy:
• Leverage stage gate process to gain approvals and consumer acceptance. Continually
launch new flavors, expanding the Gray’s line up. Leverage 2 new innovations to build
the Gray’s line up around key flavor trends among our “proactive preventer” target.
Target Market:
• ‘Proactive- preventers’, suburban working women, 35-40, who want to stay healthy.
Brand Idea:
• Grays are the best tasting yet guilt free pleasure.
Consumer benefit we want to build behind:
• Guilt free cookie that tastes so good that you can stay in control of your health.
Support claims:
• Gray’s matched leaders on taste, only 100 calories and 3g of net carbs.
• 12-week study, consumers using Gray’s as a daily desert lost 5-10 pounds.
Internal beacon to inspire the team:
• Healthy doesn’t have to taste bad. We need to make healthy, low carb cookies that
never settles on taste. Continue to push the taste profile to ensure we are as good as
the non-healthy cookies.
Project status:
• Launch Lemon Poppyseed in 2017, Lemon in 2018. Explore new formats and diet
claims that will motivate consumer target and be ownable for Gray’s.
Types of Innovation
Product Product
Extensions Improvements
New Brand
Formats Stretching
Game Changing Blue Ocean

Technology Exploratory
Purchase moment
Customer
Prioritization
Customer
Key Accounts
Acquisition
Purchase
Moment
In-Store Buyer
Experience Relations
Customer
E Commerce Analytics
Customer
Marketing
Apple’s consumer focused store layout delivers

“simplicity” at every stage towards the purchase moment
Aware
Accessories to
personalize Apple
Fan Consider products and
experience.
Consumer Genius Bar where

Loyal
Journey Search you can get one-on-
one tech support
Repeat Buy
Satis ed
Training courses for any Take any Apple product on a
specific Apple products. test drive or play around.
Merchandising and Instore Sampling program

Merchandising and instore sampling activity Display programs The playbook for how to create a
• Retail strategy: Sales force blitz to fix Gray’s distribution gaps at
drug and mass to continue Gray’s momentum and strengthen
brand your consumers will love
Customer Marketing programs Gray’s market share.
• Distribution: Use a 2-month summer sales blitz using student
Customer marketing focus Customer scorecard reps to reach new distribution points. Head-office presentations to
secure listings against all distribution gaps.
• Retail strategy: Sales force blitz to fix Gray’s distribution gaps at
drug and mass to continue Gray’s momentum and strengthen Gray’s
market share.
CVS Drug Scores • Merchandising: Quarterly display program at food and mass,
pallet programs at club. Use clip strip of 2 pack size around stores.
Promotion Plan for 2022
Overall Sales Dollars 39
• Customer Marketing: For each channel, chart key insights and main Share of Category 11% • Sampling: Sampling events to reach new users and support our
issues. Use customer scorecards to get our fair share of
Promotion activity
% dollar change +19.1% lemon launch. Build displays with each sampling program.
merchandising. Quarterly displays at food and mass, pallet at club.
Your Brand Share 33%
• Trial Strategy: Drive trial by emphasizing Gray’s “stay in
Distribution Coverage control” positioning and supporting our sampling programs.
Share pt change +3.3 points
Drug Channel Strategy • Usage Strategy: Drive repeat purchases by emphasizing
Share Index 105 Walmart Costco Tops CVS Target
Gray’s “stay in control” positioning to help drive double usage
Drug Channel Opportunity and Where you can impact Your brand’s avg price $6.33
frequency.
8 ct choc chip
Insights and Issues Risks % change +3.3%
16 ct choc chip • Tactics: Use 50c and 75c coupons to drive trial. On-pack
• Insight: consumers • Opportunities: first • Gain added distribution Price Index 125 promotion to line up with sponsorships:
see food at Drug as a mover advantage to strength, using drug to
Share of Co-Op Ads 44% 8 ct mint chip
convenient option. It’s use high volume complement our • Q1: Fitness membership savings
not real groceries but cookies to drive grocery strength. % change +18% 16 ct mint
good for items you traffic into the food • Ability to capture • Q3: Schwinn bikes
Co Op Index 143 32 ct variety
forget. aisles. High volume “healthy” consumers • Q4: Holiday Peloton contest
Share of Merch 25%
• Issues: How does promotions. with a “healthy” 48 ct variety
Drug use Cookies to • Risks: ROI on promo message. % change -2%
drive more volume offers at drug may • Drug more efficient 2 ct sample
March Index 80
into their same store not pay out as fast as than specialty health
sales? Grocery. Don’t start stores. Tracking scorecard Activity Calendar
price war.
2021 2022 Comments J F M A M J J A S O N D
beloved brands Penetration % 10 12 First priority for growth Fitness Centre

Repeat % 4 5 Displays as reminders
Schwinn bikes
Units per year 3 6 Build loyalty among brand fans
Stated in percent
Peloton contest
beloved brands
beloved brands
fi
Consumer Experience
Consumer
Insights
Trends
Voice of
Consumer
Funnel
Tracking
Consumer Consumer
Tracking
Experience Program
Tracking
Service
Systems Service
Use brand funnels to look beneath the Values
surface and see the health of the brand
Consumer
ExperienceUse the Brand Love Curve to
focus your strategy choices
A
B Absolute
Ratio Scores
Scores
93% Awareness Unknown

(87 / 93 = 94%) 94% Indifferent
87% Familiar
94%
82% Consider
Like It
77%
63% Purchase Love It
25%
16%
Use ratios and compare to other brands,
Repeat Beloved
so you can discover
12%
2% gaps
Loyalthat need fixing
Ratio
Scores
Aware Familiar Consider Purchase Repeat Loyal

94% 94% 77% 25% 12%
Gray’s
93 87 82 63 16 2
Cookies
98% 88% 86% 48% 63%
Devon’s
98 96 85 73 35 20
Cookies
Gap -4% + 6% -9% -23% -51%
Ratio Analyzing the

Gaps biggest gaps
D E
(-4 = 94-98)
Organization Culture
Behaviors
Training
Brand
Credo
Training
Purpose OrganizationTalent
Culture
Internal Organization
Messages Structure
How to build a purpose-driven beloved brand

Leadership
2 Brand values GRAY’S
Cookies
Love what
you do
We know the daily pressures people face in making choices to eat
Less guilt healthy. We 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
The Natural taste source organic ingredients, our kitchens work tirelessly to ensure our
better
3 Purpose 1 cookies taste amazing enough to become our consumer’s favorite.
of a
Core values Consumers
of team Beloved need it Family We remind ourselves everyday that Gray’s started as a family recipe.
No matter how big we become, business is personal, as we will
business
Brand personally rely on each other to achieve our collective success.
We love food and we hope that it shows. Everyone on our team shows
Passion up every day with a passion to help make a difference and contribute to
matters building Gray’s Cookies into a brand that women love.
4
In blind taste tests, Gray’s cookies matched the market leaders on
Builds a beloved We do our taste, but with only 100 calories, 2g of fat and 3g of sugar. In a 12-week
branded business homework study, consumers using Gray’s once a night as a desert lost10 pounds.
The playbook for how to create a

The best brand your consumers will love GRAY’S
Cookies
tasting yet guilt
free pleasure so
you can stay in
control of your GRAY’S
Cookies
Our Brand Credo
weight At Gray’s Cookies, we help people make healthy food choices, Turn your brand idea into an
Consumer
so they can stop feeling guilty about having a cookie. inspiring promise statement
Brand
We believe healthy can taste great. We believe our Gray’s
Brand Brand Innovation Purchase Happy Cookies can have the taste, popularity and cravings of any
Use your brand’s point of
Promise Story Ideas Moment Experiences cookie you have ever had. Yet, it is perfect for the modern difference to outline the
world, as it is made to be low in fat and low in calories. expectations of everyone
Take control of your Real life stories that We never sacrifice Interrupt purchase Celebrate weight
weight by replacing show women living on taste so you won’t routine to set up loss results to We do our homework on health, with great tasting cookies
your favorite snack “All the pleasure. have to sacrifice Grays as the empower you to backed by science. We do blind taste tests to make sure Connect with your people by
with Grays. None of the guilt.” your cookie. better alternative. stay in control. Gray’s matches the market leaders on taste. At Gray’s Cookies, tapping into personal
we the best tasting food starts with all natural ingredients. Our motivation with your purpose,
kitchens need to work tirelessly to ensure our cookies taste
incredible, so they can become our consumer’s favorite snacks.
values and core beliefs.
Packaging Advertising Product Sales Culture
Logo/Slogan and Media Development and Retail and Operations
Healthy can taste great
Business Results
Revenue
COGs
Market
Results Priorities
Business
P&L
Results Program
Budgets
Shareholders Forecasting
The starting point is th
Investment
Brand Financial Statement
Gray’s taste
Exceptional drives
scores a high
among early conversion
Adopters (“Proactive of trial Year 3 Year 4 Year 5
toPreventers”)
purchase (65% versus a norm of 50%).
making it highly beloved among the niche.
$ g% $ g% $ g%
Analytical • Gray’s is very healthy among “Preventers” with strong awareness at 80% and all related Brand
Exceptional scores
70
Funnel
65 among early Adopters (“Proactive
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tell the story 40 Preventers Overall Norm
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Use brand funnels to look beneath the
surface and see the health of the brand
A
B Absolute
Ratio Scores Brand Plan GRAY’S
Cookies
The guilt free pleasure

Scores
93% Awareness Analysis Issues and Strategies Execution Plans
Strategic Do you feel guilty when you stick your hand in the
P&L forecast
• Sales
Key Issues Advertising
• Drive awareness and trial of Gray’s. Target
ayBox
Marketing Pl
$30,385 1.What’s the priority choice for growth: find new
(87 / 93 = 94%) 94% cookie jar? Wouldn’t it be great if you could just sneak a
• Gross Margin $17,148 users or drive usage frequency among “Proactive Preventers”, suburban working
• GM % 56% loyalists? women, 35-40. Main Message of “guilt-free
87% cookie without worry that you have gone off your diet? • Marketing Budget $8,850 2.Where should the investment/resources focus snacking, so you can stay in control of your
94%
Familiar
ThinkBox Gray’s Cookies are the best tasting yet
guilt free pleasure so you can stay in
control of your health.
• CM%
Drivers
$6,949
23%
• Taste drives high conversion of Trial to

Purchase
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?
health.” Media uses 30/15-second TV,
specialty health magazines, health event
signage, digital, and social media.
Sampling
• Drive trial with in-store sampling at grocery,
82% Consider • Strong Listings in Food Channels
• Exceptional brand health scores among
Strategies
Costco, health food stores and event sampling
Core Strength
at fitness, yoga, women’s networking, new
1 2.Focus investment on driving awareness and
S
Early Adopters. Highly Beloved Brand moms.
That’s because Gray’s is low in fat and calories, yet among niche. trial with new consumers and building a Distribution
77% still tastes great. In blind taste tests, Gray’s cookies
IDEA
Inhibitors presence at retail. • Support Q4 retail blitz with message focused
63% Purchase matched the market leaders on taste, but has only • Low familiar yet to turn our sales into loyalty 3.Build defence plan against new entrants to on holding shelf space during the competitive
Consumer
• Awareness held back due to weak Creative. defends with consumers and at store level. launches. Q2 specialty blitz to grow
100 calories, with 2g of fat and 3g of sugar. In a
2 12-week study, consumers using Gray’s once a
coverage.
Goals
distribution at key specialty stores.
Innovation
25% night as a dessert lost 10 pounds. • Low Purchase Frequency among most loyal.
Risks
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the
• Launch two new flavours in Q4, improved
taste for 2025, convenience pack for 2026.
16%
Repeat
Competitor
• Launch of Mainstream cookie brands most loyal to ensure it stays steady. Explore popup cookie shoppe for 2027.
3 (Pepperidge Farms and Nabisco). • Increase awareness from 33% to 42%, Competitive Defence Plan
Try Gray’s Cookies and find GRAY’S

store presence
specifically up from 45% to 50% within the core
target. Drive trial from 15% to 20%. Close
• Pre-launch sales blitz to close distribution
gaps. At launch, TV advertising, heavy
so you can discover

12%
2% gaps
Loyalthat need fixing 4 Situation your way to stay healthy GRAY’S
Cookies
Protein Ice Cream
Opportunities
• R&D has 5 new flavors in development.
• Sales Broker gains at Specialty Stores
distribution from 62% to 72%.
• Hold dollar share during competitive launches.
Grow 11% post launch gaining up to 1.2%
share. Target zero losses at shelf.
BOGO. print, coupons, in-store sampling.
• Sales story focuses on "any new healthy
cookies should displace under-performing and
• Use social media to convert loyal following. declining unhealthy cookies.”
Ratio
Scores
1 Brand 2 Strategic 3 Brand 4 Brand 5 Marketing

Aware Familiar Consider Purchase Repeat Loyal
94% 94% 77% 25% 12%
Gray’s
93 87 82 63 16 2
Cookies
Analytics Thinking Positioning Plans Execution

98% 88% 86% 48% 63%
Devon’s 98 96 85 73 35 20
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Scores • Marketing Budget $8,850 2.Where should the investment/resources focus snacking, so you can stay in control of your
• Contribution Margin $6,949 and deployment be to drive our awareness and health.” Media uses 30/15-second TV,
• CM% 23% share needs for Gray’s? specialty health magazines, health event
93% Awareness Drivers 3.How will we defend Gray’s against the signage, digital, and social media.
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(87 / 93 = 94%) 94% • Strong Listings in Food Channels Strategies Costco, health food stores and event sampling
• Exceptional brand health scores among 1.Continue to attract new users to Gray’s at fitness, yoga, women’s networking, new
Fits brand
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among niche. trial with new consumers and building a Distribution
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82% Consider • Low distribution at specialty stores. Poor Goals distribution at key specialty stores.
coverage. • Increase penetration from 10% to 12%, Innovation
• Low Purchase Frequency among most loyal. specifically up from 15% to 20% with the core • Launch two new flavours in Q4, improved
77% Risks target. Monitor usage frequency among the taste for 2025, convenience pack for 2026.
63% Purchase • Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
most loyal to ensure it stays steady.
Explore popup cookie shoppe for 2027.
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S
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Gray’s
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93
94%
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Day Strategic Thinking and Day Brand Positioning

1 Brand Analytics 2 to define a brand
Strategic Thinking Defining the consumer target
• How you think and decide. • Defining consumer needs.
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Using our Strategic ThinkBox • Building a consumer profile.
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Day Building a Plan that Day Decision-making on

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Building the strategy Creative development process.
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Execution Plans • Understanding Ads that get attention,
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Brand planning process. Innovation decision-making
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Brand Analytics
How the best marketers use brand analytics
1. Understand all brand data sources and knowledge—market share,
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analytical story that sets up the business problem to solve.
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BUSINESS REVIEW SUMMARY
Business
B U S I N E S S R E V IReview
EW SUMMARY Consumption Analysis Funnel Analysis
The Omnichannel Marketing approach guides the creation of
Themes from each section valuable, relevant and consistent content that move consumers
Themes
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As eating each section
are changing the Consumer Marketing The
cookie category
• Market:
cookie
As eating
category
ishabits
is
shrinking, whilethe
are changing
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Funnel
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good-for-you segment thrives. consumers to drive mass
good-for-you segment thrives. awareness and consideration. Unknown
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attracted to to Aware
Awareness
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Gray’s
Gray’s“guilt
“guiltfree” positioning,
free” positioning, but but the great
the great
taste drives
taste drivesloyalty
loyalty
Brand
Brand Challenge Challenge their needs, provide the right
Fan Consider
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It is time to It
transition
is timeGray’s from a Gray’s from a
to transition information
Familiarto help them decide
• Channels: Gray’s needs to close product-led brand into an idea-led
distribution gaps but must maintain product-led brand into an idea-led 3. Earn their trust, to give them the
distribution brand to connect with consumers
advertisinggaps but must
investment maintain
to drive trial. comfort they need to help close the
advertising investment to drive trial. by owning the brand to“guilt
idea of connect
free” with consumers Loyal Search Consider
• Competitors: Gray’s has an opportunity by owning
snacking, rather than justthe idea
selling a of “guilt free” deal to turn them into buyers.
to dominate theGray’s
• Competitors: “good for
hasyou”ansegment
opportunity great tastingsnacking,
cookie. Gray’s needs Consumer Journey Purchase
rather than just selling a 4. Use high-touch service to create
before traditional brands enter segment. to begin to dominate and lead the
to dominate the “good for you” segment great tasting
“good for you” cookie segment. cookie. Gray’s needs Repeat Buy an exception experience and turn Love It
• Brand: Gray’s growth due to taste segment.
quality,
before traditional brands enter to begin to dominate and lead the themRepeat
into a happy consumers
but new “guilt free” positioning will connect
“good for you” cookie segment. Satisfied
• deeperGray’s
Brand: and fuelgrowth
new demand.
due to taste quality, 5. Delight your most loyal consumers
Loyal
so they influence their peers to
but new “guilt free” positioning will connect
deeper and fuel new demand. become new prospects
beloved brands
The starting point is the P&L d
Think of inbound marketing as a self-serve type journey for those consumers
Ideal Analytical
beloved brandsChart SWOT Analysis Profitability Analysis
who trust themselves to do the work. Don’t be oﬀended by underestimating
consumers who want to search, learn, and decide on their own.
Conclusion Brand Financial Statement

Gray’s taste
Exceptional drives
scores a high
among early conversion
Adopters (“Proactive of trial Year 3 Year 4 Year 5
toPreventers”)
purchase (65% versus a norm of 50%).
making it highly beloved among the niche.
$ g% $ g% $ g% To assess the perfo
21,978 8% 24,616 12% 27,354 11%
and begin knowing
• Gray’s is very healthy among “Preventers” with strong awareness at 80% and all related Brand
Exceptional scores
70
Funnel
65 among early Adopters (“Proactive
scores significantly above norm. However, that strength has not carried over to the Net Sales
Preventers”) making
overall
52.5 it highly
market, where 50
beloved
Gray’s is significantly among inthe
under-developed niche.
the overall market.
38
• Gray’s has a very high Cost of Goods Sold 12,496 9% 14,754 18% 17,129 16%
•
35
Gray’s is very healthy
17.5
among “Preventers” with strong awareness at 80% and allconversion
related Brand
Funnel scores significantly above norm. However, that strength has not carried over to the
to purchase Gross Margin 9,482 49% 9,862 4% 10,225 4% start by looking at
overall market, where Gray’s
0 beating the norm (65% to 50%)
is significantly under-developed in the overall market.
Conversion % to purchase higher than Dad’s GM % 43% 40% 37%

Story 1. Understand the s
40
40
25 R&D 200 3% 352 76% 352 0%

to the economy o
30
22
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3,519 22% 4,266 21% 5,101 20%
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10
0
80
%, beating norm 40% to 25%.
Explore ways to leverage Love from Preventers, as early
Marketing Budget
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% repeat purchase Advertising 2,000 22% 2,000 0% 2,712 36%
Support Preventers Overall Norm
3. Dig into the contr
40
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GRAY’S
Explore Gray’s
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Research 125 55% 60 -52% 100 67%
percentage
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0
Packaging 133 66% 30 -77% 50 67%
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40 Preventers
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GRAY’S Continue to look at driving trial, because the Business
Trade Expense 250 44% 1,000 300% 1,250 25%
4. Do a quick comp
20
Cookies Review
great taste drives high conversion to purchase.

0
Awareness
Other SG&A 1,011 22% 1176 16% 989 -16% growth rate and t
Contribution Margin 5,763 22% 5,244 -9% 4,772 -9%
CM % 26% 21% 17%
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Brand Positioning
How the best marketers use brand positioning
1. Define an ideal target market (consumers, users, shoppers) framed with
accelerated needs, consumer insights, and enemies.
2. Understand how to use a benefits ladder that turns product features into
the ideal functional and emotional consumer benefits.
3. Find a winning brand positioning space that is own-able for the brand
and motivating to your target.
4. Develop a brand idea that steers how the brand shows up to every
touchpoint and organizes everyone who works on the brand to deliver.
How our Marketing Training helps on brand positioning
Our Marketing Training teaches how the best marketers use conceptual thinking to
create the ideal consumer pro le adding moments of accelerated needs, underlying
consumer insights, and enemies that torment them. They build the brand
positioning statement balanced with functional and emotional bene ts. Then, they
use an organizing brand idea to steer everyone who works on the brand.
Our Beloved Brands tools for Brand Positioning
Consumer Profile Consumer Insight emotional

Benefit Cheatsheets
Understanding the functional and
Understanding
needsthe functional
of your and
consumers
emotional needsFunctional
of your consumers
Saves Works Simplifies Makes you Helps your Drives business

you money
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Get Curiousfor
for free
free Feel Sense of of Feeling
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noticed
noticed knowledge
knowledge comfortable
comfortable belonging
belonging revitalized
revitalized
Find the winning zone, that is motivating

Brand
to consumers andPositioning
ownable for the brand Positioning Statement Brand Concept
Brand Idea
Winning
Zone
What What Insight
consumers your brand Do you feel guilty when you stick your hand in the
want does best cookie without worry that you have gone off your diet?
Benefit
Gray’s Cookies are the best tasting yet
Dumb
That’s because Gray’s is low in fat and calories, yet
still tastes great. In blind taste tests, Gray’s cookies
Zone
matched the market leaders on taste, but has only
Losing
R.T.B.
12-week study, consumers using Gray’s once a
night as a dessert lost 10 pounds.
Zone Visual Try Gray’s Cookies and find GRAY’S
What your
competitor
your way to stay healthy GRAY’S
Cookies
Protein Ice Cream
does best Risky

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Brand Plans
How the best marketers use brand plans
1. Translate smart, strategic thinking into key issues and strategic
statements that form the foundation of the brand plan.
2. Make decisions on all elements of a smart brand plan, including the
vision, purpose, values, goals, issues, strategies, and tactics.
3. Strong in writing and presenting the brand plan to senior management
and across the organization.
4. Develop smart execution plans—communication, sales/retail, and
innovation—that deliver against the brand strategies.
How our Marketing Training helps on brand plans
Our Marketing Training teaches how the best marketers use planning skills to write
a strategic plan that de nes how to invest their limited resources to build
capabilities that drive growth. They establish a vision, purpose, values, and goals
that de ne a better future. And they nd key issues of what’s in the way with
detailed strategies and execution plans to guide everyone who works on the team.
Our Beloved Brands tools for Brand Plans
StartVision Statement
with a vision Key
for the future Use our Strategic Issues
ThinkBox questions to find Strategy Statement
your brand’s specific key issue questions
Brainstorming your vision $100 M in sales by
GRAY’S
2030. Stay #1 of the
1. What is your future revenue or market share? healthy segment.
GRAY’S Communicate Gray’s new
P Program A
2. Which consumers do you need to do to grow?
R
Need to be
more popular 3. Describe the future culture of your company. Cookies
Cookies
& loved like
other cookies 4. What do you want people to say about your brand?
Consumer Centric.
Great tasting. “guilt-free” positioning
5. What do your own people find motivating about working
on your brand?
Most popular. 360 ThinkBox Questions Gray’s Cookies Key Issues
High net 6. How do you want a consumers to describe their Taste that
leads to to a growing “proactive
P A Accelerator
promoter. New experience with your brand?
R target who live

normal
mainstream
cookie 7. Name some of the future accomplishments that would
make you proud.
craving
1 What is the core strength
your brand can win on?
1 How do we shift Gray’s from a product-led launch
into an idea-led brand to own “guilt-free”?
preventer”
Those who
want to live a
8. What do you do better than anyone else on the planet? a low-carb keto life
healthier life
9. Name something out-of-the-box that would make people 2 How tightly connected is your
2 How do we drive consideration and trial to establish
yet still love talk about your brand. Consumer to your brand? the brand in the consumers’ minds?
food 10.Who are your biggest brand fans who love you the most?
P tempt them to try Gray’s

3 What is your current
competitive position?
3 A
How do we defend against the entry of mainstream
cookies into the good-for-you segment? R Result and drive higher share
Brand Vision: What is the current business How do we keep growth momentum by closing the
4 4
GRAY’S To be the first, ‘healthy cookie’ to generate the craving, popularity, and situation your brand faces? identified gaps in distribution?
Cookies sales of a mainstream cookie. Make Gray’s a $100 Million by 2030.
Strategy Page Execution Page Strategic Plan

@ beloved brands inc.
Brand Communications Plan GRAY’S

Cookies
Strategy
Annual Brand Plan GRAY’S
Cookies
Strategy Communications Strategy:

• Advertise Gray’s “stay in control” positioning to new “proactive preventers” to move consumers from
consideration to trial and steal competitive users.
Target Market:
• “Proactive Preventers”. Suburban working women, 35-40, who want to stay healthy.
Brand Idea:
• Grays are the best tasting yet guilt free pleasure. Brand
Main Benefit:
• Guilt free cookie that tastes so good that you can stay in control of your health. Positioning
Goals Support Points:
• Gray’s matched leaders on taste, only 100 calories and 3g of net carbs.
• 12-week study, consumers using Gray’s as a daily desert lost 5-10 pounds.
What do we want consumers to think, do or feel? Desired Response:
Desired
• Try Grays to see if you like the great taste.
Tactics Media Options:

• Main creative will be TV 15-second spot, with specialty health magazines, event signage and in-store
sampling. Carry the idea into digital, social media and a website. Response
Watch out beloved brands

Media
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Marketing Execution
How the best marketers use marketing execution
1. Lead any marketing execution project using our Marketing PlayBox and
checklists to make smarter and more creative decisions.
2. Write strategic, consumer-focused, and thorough creative briefs to steer
and inspire great work from experts, plus guide your decisions.
3. Partner with experts to inspire greatness from the teams of experts to
deliver great work.
4. Make smart and creative decisions backed by an OmniChannel mindset
to deliver the strategy and tighten the bond with your consumers.
How our Marketing Training helps on marketing execution

Our Marketing Training teaches how the best marketers use instinctual thinking to
help make decisions on any execution that goes to the market. The best marketing
execution focuses on the target, ts with the brand, delivers the main message, and
stays on strategy. They write smart, emotional, creative briefs that inspire experts to
deliver their best work. They make smart decisions when it comes to creative
advertising, media investment, new product innovation, and in-store marketing. And,
they work well with agency partners, product development, and the sales team.
Our Beloved Brands tools for Marketing Execution

Marketing PlayBox Judging Advertising Advertising Process
Fits brand
Attention Brand Link Communication Stickiness
H
Very
Concern Strong Strong
Focuses
on target layBox
Marketing P Main Branded
🎯
Message Breakthrough Poor Moderate Strong
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OmniChannel Marketing
Creative Creative
Brief Checklist
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“Beloved Brands is the cheat
code for brand managers”
Our Beloved Brands playbook adds depth

“The besttomarketing
our marketing
Invest training
in your
training people
course programs
today
I’ve ever attended”
With Beloved Brands, we will challenge your thinking on strategy, positioning, plans, creative
briefs, advertising decisions, product innovation, analytics, and finance.
Learn how to run the creative execution process, starting with how to write an inspiring creative
brief and then how to make decisions to find smart and breakthrough work. We demonstrate
new methods for analyzing their brand’s performance so they can lead a deep-dive business
review. We review all the financial formulas they need to know to run their business.
85% of reviewers have given Beloved Brands a 5-star rating

Our expertly-
designed Brand
Toolkit helps you
elevate your
brand strategy
presentations!
CONSUMERS
Brand Plan BUSINESS REVIEW SUMMARY 2. Low
Category growthfrequency
purchase and Gray’s(2.2
growth coming
boxes fromvs.
per year thenorm
West,
Brand Vision: First ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100 Million brand by 2030. but facing poor performance in the East.
of 7.3) even among the most loyal early adopters.
Analysis Strategy Execution Drivers Inhibitors
P&L forecast Key Issues Advertising • Taste drives a high conversion of trial to • Awareness among mainstream target 10 Boxes per year
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 purchase (65% vs. norm of 50%). (20%) held back due to weak advertising 7.5 9.3
GM % 56% loyalists? women, 35-40.Main Message of “great tasting
• Strong listings has driven strong scores. Low attention scores and brand 5
7.3 • Gray’s is under-developed
• Gray’s is under-developed ononusage
Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control 5.6
Contribution Margin $6,949 focus and deployment be to drive our of your health”. Media includes 15 second TV, distribution in food channels (95%) link scores. 2.5 usage frequency,
frequency, vs.
vs. the the category
category norm and vs.
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
• Exceptional brand health scores among • Low distribution at specialty stores at only 0
2.2
normDad’s
and the
vs.nearest
Dad’scompetitor.
the nearest If we could
Drivers early adopters (“Proactive Preventers”) 16%. Poor sales coverage. Dad's Gray's Devon's Norm
• Taste drives a high conversion of Trial to
proposed Q1 2014 ‘healthy cookie’ launches
Sampling match theIf norm,
competitor. we could
we could triplethe
match our
from Pepperidge Farms and Nabisco?
Purchase Drive trial with In-store sampling at grocery, making it a highly beloved brand among • Low purchase frequency (2.2 boxes/yr vs. business.
• Strong Listings in Food Channels Strategies Costco, health food stores and event sampling at
the niche. 7.3 norm) even among most loyal.
norm, we could triple our business.
• Exceptional brand health scores among Early 1. Continue to attract new users to Gray’s fitness, yoga, women’s networking, new moms.
Adopters. Highly Beloved Brand among niche. 2. Focus investment on driving awareness and Usage Frequency • Even amongst the most loyal consumers,
Inhibitors
trial with new consumers and building a Distribution
Opportunities Risks most use it as a treat (4x per year) rather
presence at retail. Support Q4 retail blitz with message focused on
holding shelf space during the competitive 13% • Eventhan
amongst the most
a usual brand. . loyal
• Awareness held back due to weak Advertising
3. Build defence plan against new entrants that
launches. Q2 specialty blitz to grow distribution at • R&D has 5 new flavors in development. • Mainstream cookie brands could enter the
defends with consumers and at store level.
key specialty stores. Could launch Peanut Butter in Q4 of 2013 ‘health’ segment through R&D or 38% weekly consumers, most use it as a treat
Goals monthly
coverage.
• Increase penetration from 10% to 12%, Innovation (top 15% in test), Chocolate Chips in Q2 acquisition. Rumors that Pepperidge 25%
4x per year
(4x per year) rather than a usual
Risks Launch 2 new flavors in Q4/15 & Q4/16.
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the Explore diet claims. of 2014 (top 50%) Farms will launch in Q1. 1x per year brand.
(Pepperidge Farms and Nabisco). most loyal to ensure it stays steady.
Competitive Attack Plan
• Sales broker could specifically target • De-listing of our 2 weakest skus because 25%
• De-listing 2 weakest skus weakened our in- • Increase awareness from 33% to 42%,
store presence specifically up from 45% to 50% within the Pre Launch sales blitz to shore up all distribution specialty stores, which are in high growth of POS thresholds, could weaken our in-
• Legal Challenge to tastes claims gaps. At launch, heavy merchandising, locking up
key ad dates, BOGO. TV, print, coupons, in-store (+15%/year) store presence.
Focus for sales is to close distribution gaps
Opportunities
• R&D has 5 new flavors in development. going from 62% to 72%. sampling. Use sales story that any new
“healthy” cookies should displace under-
• Use social media to convert strong loyal • Legal Challenge to “tastes as good as Leverage
Continue theatbrand
to look drivinglove among loyalists
trial, because to drive
the great taste drives
• Sales Broker create gains at Specialty Stores • Hold dollar share during competitive launch. following into mainstream mass appeal your favorite cookie”.
• Explore 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.
frequency by creating
high conversion a routine.
to purchase.
beloved brands beloved brands beloved brands

1-page Brand Plan Summary Analysis Consumer Review
Consumer Target Profile Brand Positioning Statement Brand Positioning ladder
Target Pro-Active Preventer Cookie Lovers

Target Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy. They
Description run, workout and eat right. For many, food can be a bit of a stress-reliever and escape. To Healthy proactive preventers who want to do
1
(Target) more for their health, working moms, 35-40
Their needs Great tasting food, satisfy craving, healthy choices, maintain weight.
years old.
Their enemy Guilt, failure, out of control diet, temptation.
2 Gray’s is The healthy cookie option
Insights that • “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure.
(Category)
tell their story But we all have weaknesses and cookies are mine. I wish they were less bad for you.”
• “I read labels of everything I eat. I stick to 1500 calories per day, and will find my own ways
to achieve that balance.” 3 That is the Guilt-free cookie to help you stay in control
What do they I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I (Benefit) of your health
think now? wouldn’t say I use them all the time.
How are they Most have been influenced by friends who have tried. Those who are buying, still do so less
buying? frequently than their normal favorite cookies. The household has yet to adopt the product. The • In blind taste tests, Gray’s matched the
mom uses it when she’s trying to diet. That’s leaders on taste, but has only 100 calories
4 and 3g of net carbs.
We want • See: Get noticed so consumers are aware of Gray’s, see it on shelf, see actual product. because
them to • Think: Gray’s might be a healthy alternative to my favorite cookies. (Support Points) • In a 12-week study, consumers using Gray’s
think/feel/do • Do: Try Grays to see if they like the great taste. once a night as a dessert were able to lose 5-
• Feel: Feel more in control with Gray’s as part of their routine and feel less guilt. 10 lbs.
• Whisper: Tell their friends they love Gray’s and share the success they are having.
Target Pro le Brand Positioning Consumer Bene ts
Gray’s winning brand concept

Brand Concept layout
Brand Idea Map Brand Strategy Roadmap
Consumer Guilt
The free
guilt pleasure
free pleasure with Gray’sCookies
with Gray’s Cookies Vision
Purpose
Be the first ‘healthy cookie’ to generate the craving, popularity and sales of a mainstream cookie. $100Million by 2030.
We want to help people re-discover the lost secret that the most amazing tasting food is made of natural ingredients.
The best Values Consumer first, great taste, healthy, natural ingredients, fast-to-market, family owned.
tasting yet guilt
free pleasure so GRAY’S •DoDoyouyou
feelfeel
guiltyguilty
jar?Wouldn’t
jar? Wouldn’t
when
when you stickyou
it be ifgreat
it be great
yourstick
if you
you could
hand your
in the hand
justcould
cookie in the cookie
sneak ajust sneak a cookie
cookie
Brand Idea: Grays are the best tasting yet guilt free pleasure so you can stay in control
you can stay in Cookies without worry that you have gone off your diet? Brand Promise Brand Story Innovation Purchase Moment Consumer Experience
control of your without worry that you have gone off your diet? Take control of your Real life stories that We never sacrifice Interrupt purchase We hope your
weight by replacing your show women living on taste, you won’t routine to set up weight loss results
weight
•Gray’s
Gray’s Cookies
Cookies are arethe thebestbest tasting
tastingyet yet
guilt free pleasure favorite snack with
Grays.
“All the pleasure, but
none of the guilt.”
have to sacrifice
your cookie.
Grays as the better
alternative.
empowers you to
stay in control.
so you
guilt can
free stay in control
pleasure so youofcan your health.
stay in
control of your health. Goals $100 Million brand by 2020, become a mainstream brand, increase usage, longer term penetration gains.
• That’s because Gray’s is low in fat and calories, yet still Key Issues 1. How do we tighten the bond with our most loyal brand lovers?
Brand Brand Innovation Purchase Happy tastes

That’s great.Gray’s
because In blind
is lowtaste
in fattests, Gray’s yet
and calories, cookies
still matched the 2. How do we balance driving penetration and usage frequency?
3. How will we defend Gray’s leadership position in the Healthy Cookie segment?
Promise Story Ideas Moment Experiences market
tastes leaders
great. In blindon
tastetaste,
tests,but hascookies
Gray’s only 100 calories, with 2g
matched 4. How do we leverage “guilt free” idea across new food categories
the
ofmarket
fat and leaders
3g ofonsugar.
taste, but
In ahas only 100 calories,
12-week with
study, consumers using
2g of fat and 3g of sugar. In a 12-week study, consumers Strategies Build community Become alternative to Leader of healthy Explore entering
Take control of your Real life stories that We never sacrifice Interrupt purchase We hope your
weight by replacing show women living on taste, you won’t routine to set up weight loss results Gray’s
using once
Gray’s oncea anight
night as
as aa dessert
dessertlost
lost
10 10 pounds.
pounds. of Brand Lovers mainstream cookies cookie segment new food categories
your favorite snack “All the pleasure, but have to sacrifice Grays as the better empowers you to
with Grays. none of the guilt.” your cookie. alternative. stay in control.
Try Gray’s
Try Gray’sCookies andfind
Cookies and find GRAY’S
• Social Media to connect
brand lovers
• Drive penetration using
advertising & nutritionist PR
• Dominate every shelf
• Attack competitive
• Build “guilt free” idea
• Innovation focused on
your way to stay healthy Tactics • Surprise and delight • Continue to attract new entries new segments
Packaging
Logo/Slogan
Advertising
and Media
Product
Development
Sales
and Retail
Culture and
Operations
your way to stay healthy Cookies program to most loyal
• Geographic expansion
users to Gray’s
• New flavor launches
• Leverage influence of
brand lovers
• Early trial with brand
lovers
Brand Idea Map Brand Concept Strategy Roadmap

fi
fi
Graham Robertson is one of the
voices of today's brand leaders
As a former VP of Marketing, I bring my real-world
experience to our marketing training to ensure that
every model, tool, and process can be used on the job.
I designed our marketing training program around the
ve pain points expressed by marketing team leaders.
They want their marketing people to be smarter with
brand analytics, strategic thinking, brand positioning,
strategic planning, and marketing execution.
My goal is to ensure that marketers make smarter
decisions, produce better work, and deliver stronger
growth on the brand they work on. The greatest
moments are when I can see improvements during a
breakout exercise in our marketing training sessions.
It's been a privilege to enrich the skills of marketing
teams for the NFL, National Geographic, Dr Pepper,
Honda, the Mayo Clinic, Slack, Hershey’s, Miller Beer,
and Shell. I love it when clients tell me it's “the best
marketing training they’ve ever attended.”
Throughout my marketing career, I led some of the world's most beloved brands at General
Mills, Coke, P zer, and Johnson & Johnson, rising up to VP of Marketing. My passion for
brand management drove growth and earned many awards, such as Marketing Magazine's
Marketer of the Year and four prestigious Ef e Advertising Awards.
My bestselling book, Beloved Brands, is the playbook for how to build a brand that
consumers will love. Our readers tell us they reach for Beloved Brands a few times each
week as a reference to set their brand up for success. The reviews are overwhelmingly
positive, with over 85% of online reviewers giving it a 5-star rating.
In 2021, I was ranked one of the top ten CMOs by The Silicon Review, and in 2023, I was
recognized as one of the most inspirational leaders in business by Tycoon Magazine.
Ready to elevate your marketing team? Let's build a marketing

training program to unlock your team's full potential.
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Marketing
Training
Ready to elevate your marketing team?

Let's build a marketing training program
to unlock your team's full potential.

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Everything

At Beloved Brands, our Marketing Training teaches how

Purpose Plan Innovation

Product R&D a marketer P&L Business

Pricing Customer Behaviors

Purchase Buyer Organization Talent

© Beloved Brands Inc

Purpose Plan Innovation

Brand Plan GRAY’S

visual Try Gray’s Cookies and find GRAY’S Support

Paid Brand Advertising

Creative brief Creative Advertising Checklist

objective of the brief, from your

the climax of the ad?

Will it have an expected market

Analysis Issues and Strategies Execution Plans

growing base of brand fans, most consumers 4

Does the ad speak directly to the

Does the creative naturally set

remain unfamiliar with the brand and have yet to 7.3"

try Gray’s. Those few who love Gray’s, describe

leverage consumer insights to

Main creative will be 30 sec TV ad, 0" 1x"per"year"

with our consumers? Can the ad

performan gasp in the audie s say they now

display. Carry idea into digital, social best

Analyze Marketing @Beloved Brands Inc.

media and build a microsite

beloved brands How we

Understand the investment of media options to reach consumers

Building a fully integrated campaign

How work life balance impacts performance

Brand Home Explainer Search Social Influencer Sales Trade

story Page Videos Engine Media Media Marketing Material Shows

Game Changing Blue Ocean

Apple’s consumer focused store layout delivers

Consumer Genius Bar where

Merchandising and Instore Sampling program

beloved brands Penetration % 10 12 First priority for growth Fitness Centre

93% Awareness Unknown

Aware Familiar Consider Purchase Repeat Loyal

Ratio Analyzing the

How to build a purpose-driven beloved brand

The playbook for how to create a

Trade Expense 250 44% 1,000 300% 1,250 25%

How brand love drives profits

Higher Prices Lower Costs

“The best marketing training course I’ve ever attended”

• Tailored Training Programs: We provide specialized training tailored to di erent

It’s time to invest in your marketing team

3 If your marketers make the mistake of trying to be everything to

When marketing execution is not aligned with a strategy, every team

The guilt free pleasure

93% Awareness Analysis Issues and Strategies Execution Plans

• Taste drives high conversion of Trial to

1 2.Focus investment on driving awareness and

Try Gray’s Cookies and find GRAY’S

so you can discover

1 Brand 2 Strategic 3 Brand 4 Brand 5 Marketing

Analytics Thinking Positioning Plans Execution

Ratio Analyzing the

3 Competitor Try Gray’s Cookies and find GRAY’S

Use brand funnels to look beneath the