Beloved Brands Mini MBA 🎓

𝗪𝗲 𝗱𝗲𝘀𝗶𝗴𝗻𝗲𝗱 𝗼𝘂𝗿 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗠𝗶𝗻𝗶 𝗠𝗕𝗔 𝗽𝗿𝗼𝗴𝗿𝗮𝗺 𝗮𝗿𝗼𝘂𝗻𝗱 𝘁𝗵𝗲 𝟱 𝗽𝗮𝗶𝗻 𝗽𝗼𝗶𝗻𝘁𝘀 𝘁𝗵𝗮𝘁 𝘁𝗼𝗱𝗮𝘆’𝘀 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗹𝗲𝗮𝗱𝗲𝗿𝘀 𝗳𝗮𝗰𝗲 https://lnkd.in/gvd5VKGb The five pain points that today's marketers face: 1. When you jump straight to tactics, you miss the underlying issues holding the brand back. 2. If you make the mistake of trying to be everything to anyone, your brand ends up being nothing to everyone. 3. When you try to do too many things in your plans, every idea lacks enough resources to make the impact they expect. 4. When your marketing execution is not aligned with strategy, everyone works in silos, and consumers see a disjointed and confused brand. 5. When you do not analyze deeply enough, you will write or speak with random opinions rather than a reality of what’s happening. 𝗧𝗮𝗸𝗲 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗰𝗮𝗿𝗲𝗲𝗿 𝘁𝗼 𝘁𝗵𝗲 𝗻𝗲𝘅𝘁 𝗹𝗲𝘃𝗲𝗹 𝘄𝗶𝘁𝗵 𝗼𝘂𝗿 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗠𝗶𝗻𝗶 𝗠𝗕𝗔 Our Beloved Brands Mini MBA online marketing course includes twenty hours of on-demand marketing training that allows you to learn at your own pace. Get access to an ex-VP of Marketing at Johnson & Johnson, who will teach you how the best marketers use brand analytics, strategic thinking, brand positioning, brand plans, and marketing execution. If you don’t have access to marketing training, our program will help you learn how the best marketers use brand analytics, strategic thinking, brand positioning, brand plans, and marketing execution. Our Mini MBA is designed for ambitious marketers seeking to upgrade their marketing skills and stand out in a competitive field. After completing it, you can earn a valuable marketing certificate to enhance your resume and LinkedIn profile. Learn from Graham Robertson, a former VP of Marketing at Johnson & Johnson, General Mills, Coke, and Pfizer, with extensive experience in brand management. Graham will teach you tools, insights, and strategies to help you advance in your marketing career. Our online marketing course is for ambitious marketers looking to upgrade their marketing skills and advance their marketing career. 𝗥𝗲𝗴𝗶𝘀𝘁𝗲𝗿 𝗳𝗼𝗿 𝗼𝘂𝗿 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗠𝗶𝗻𝗶 𝗠𝗕𝗔 $𝟰𝟵𝟱 𝗨𝗦𝗗 https://lnkd.in/gffg5WN Beloved Brands Mini MBA in brand management is an online marketing course that gives you a marketing certificate you can add to your resume. To help people in these tough economic times, we do have a 10% discount code: beloved #marketing #brandmanagement #marketingcourse

𝗧𝗵𝗲𝗿𝗲'𝘀 𝗻𝗲𝘃𝗲𝗿 𝗮 𝘄𝗿𝗼𝗻𝗴 𝗽𝗹𝗮𝗰𝗲 𝘁𝗼 𝗿𝗲𝗮𝗱 𝗼𝘂𝗿 𝗯𝗼𝗼𝗸. Most of our readers say they keep our Beloved Brands playbook close by as they might refer to it a few times each week. This is not just some theory or opinion book. I wrote Beloved Brands to be an actionable make-it-happen book you can use in your job. 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀: 𝗛𝗼𝘄 𝘁𝗼 𝗰𝗿𝗲𝗮𝘁𝗲 𝗮 𝗯𝗿𝗮𝗻𝗱 𝘁𝗵𝗮𝘁 𝘆𝗼𝘂𝗿 𝗰𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀 𝘄𝗶𝗹𝗹 𝗹𝗼𝘃𝗲! If you are running a brand, Beloved Brands equips you with the marketing skills, tools, strategies, and insights needed to tackle every challenge in managing your brand. This is your essential resource to navigate the complexities of building and growing a successful brand. ❤️ How to think strategically ❤️ Build a brand positioning statement ❤️ Come up with a brand idea ❤️ Develop 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 Don’t just take our word for it—our glowing Amazon reviews say it all. With 85% of customers awarding us a five-star rating, Beloved Brands is trusted by marketers worldwide. ★★★★★5/5 "𝗧𝗵𝗲 𝗰𝗵𝗲𝗮𝘁 𝗰𝗼𝗱𝗲 𝗳𝗼𝗿 𝗯𝗿𝗮𝗻𝗱 𝗺𝗮𝗻𝗮𝗴𝗲𝗿𝘀!" “It is without a doubt the most practical book for those who want to follow brand management that I have ever read in my life! ” To order Beloved Brands on Amazon https://lnkd.in/enwbqxdu #marketing #brandmanagement

🚘 𝗧𝗵𝗲 𝗡𝗲𝘄 𝗝𝗮𝗴𝘂𝗮𝗿 𝗔𝗱: 𝗖𝗿𝗲𝗮𝘁𝗶𝘃𝗲—𝗯𝘂𝘁 𝗶𝘀 𝗶𝘁 𝗲𝗳𝗳𝗲𝗰𝘁𝗶𝘃𝗲? It looks like a disaster. As marketers, our job is to ensure our ads work as more than just entertainment. Ads should connect with the brand, communicate a clear message, and stick in the minds of our target audience. That’s why I always turn to the ABCs of Advertising: Attention, Brand Link, Communications, and Stickiness. 𝗟𝗲𝘁’𝘀 𝗯𝗿𝗲𝗮𝗸 𝗱𝗼𝘄𝗻 𝘁𝗵𝗲 𝗻𝗲𝘄 𝗝𝗮𝗴𝘂𝗮𝗿 𝗮𝗱: ✅ 𝗔𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻: No doubt, the ad grabs attention. It’s bold, disruptive, and memorable in the moment. In that sense, it reminds me of the Mondo Banking ad—highly creative but disconnected from the brand itself. ❌ 𝗕𝗿𝗮𝗻𝗱 𝗟𝗶𝗻𝗸: Here’s where it falls apart. Moments after watching, I struggled to associate it with Jaguar. The tone and message don’t align with Jaguar’s luxury positioning or their premium price point. Instead, it seems aimed at a younger audience that may not align with their core buyer demographic. ❌ 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻𝘀: What’s the message? I’m left wondering what Jaguar wants us to know, feel, or do after watching. If I can’t answer that, how can a potential buyer? ❌ 𝗦𝘁𝗶𝗰𝗸𝗶𝗻𝗲𝘀𝘀: Ultimately, stickiness relies on Attention, Brand Link, and Communications working together to leave a lasting impression. Here, the ad fails to reinforce what makes Jaguar distinct or desirable in the long run. 𝗠𝘆 𝗧𝗮𝗸𝗲 Attention: High Brand Link: Extremely Low Communications: Extremely Low Stickiness: Low While I admire the ambition to appeal to a younger audience, this ad may miss the mark entirely. What do you think? Does this ad work for you—or Jaguar?

𝗢𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗶𝗻𝗴 𝗧𝗼𝗼𝗹𝗸𝗶𝘁 𝗶𝘀 𝗼𝘂𝗿 𝗺𝗼𝘀𝘁 𝗰𝗼𝗺𝗽𝗿𝗲𝗵𝗲𝗻𝘀𝗶𝘃𝗲 𝘁𝗲𝗺𝗽𝗹𝗮𝘁𝗲 𝗰𝗼𝗹𝗹𝗲𝗰𝘁𝗶𝗼𝗻 𝘄𝗶𝘁𝗵 𝗲𝘃𝗲𝗿𝘆 𝗣𝗼𝘄𝗲𝗿𝗣𝗼𝗶𝗻𝘁 𝘀𝗹𝗶𝗱𝗲 𝘁𝗵𝗮𝘁 𝘄𝗶𝗹𝗹 𝗶𝗺𝗽𝗿𝗲𝘀𝘀 𝘆𝗼𝘂𝗿 𝗰𝗹𝗶𝗲𝗻𝘁. Our Brand Consulting Toolkit includes fully completed brand examples, including a brand plan, brand positioning strategy presentation, business review, and a creative brief. We include blank slides with definitions on every line. We include all our templates for consumer brands, B2B brands, retailer brands, and healthcare brands. 𝗧𝗼 𝘀𝗲𝗲 𝗵𝗼𝘄 𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 𝗖𝗼𝗻𝘀𝘂𝗹𝘁𝗶𝗻𝗴 𝗧𝗼𝗼𝗹𝗸𝗶𝘁 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽 𝘆𝗼𝘂 𝘄𝗶𝘁𝗵 𝘆𝗼𝘂𝗿 𝗰𝗹𝗶𝗲𝗻𝘁𝘀, 𝗰𝗹𝗶𝗰𝗸 𝘁𝗵𝗶𝘀 𝗹𝗶𝗻𝗸: https://lnkd.in/gsJsyFRR

𝗧𝗼𝗼 𝗺𝗮𝗻𝘆 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗙𝗲𝗮𝗿 𝗕𝗲𝗶𝗻𝗴 𝗗𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁 𝘄𝗵𝗲𝗻 𝘁𝗵𝗲𝘆 𝘀𝗵𝗼𝘂𝗹𝗱 𝗳𝗲𝗮𝗿 𝗯𝗲𝗶𝗻𝗴 𝗶𝗻𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁. 𝗛𝗼𝘄 𝗕𝗿𝗮𝗻𝗱 𝗣𝗼𝘀𝗶𝘁𝗶𝗼𝗻𝗶𝗻𝗴 𝗖𝗵𝗼𝗶𝗰𝗲𝘀 𝗖𝗮𝗻 𝗠𝗮𝗸𝗲 𝗼𝗿 𝗕𝗿𝗲𝗮𝗸 𝗬𝗼𝘂𝗿 𝗕𝗿𝗮𝗻𝗱 When it comes to brand positioning, I love challenging CEOs or CMOs with this: "A brand has four choices. It can be better, different, cheaper, or not around for very long. Pick one." So far, I’ve never had a CEO or CMO choose the fourth option. And I know most hate the idea of competing on price—it’s a race to the bottom no one wants to win. The real problem is that many CEOs believe being “better” is almost impossible in their industry. They know competitors are catching up or already on par in terms of product features, service, or quality. 𝗧𝗵𝗮𝘁 𝗼𝗻𝗹𝘆 𝗹𝗲𝗮𝘃𝗲𝘀 𝗼𝗻𝗲 𝘃𝗶𝗮𝗯𝗹𝗲 𝗼𝗽𝘁𝗶𝗼𝗻—𝗯𝗲𝗶𝗻𝗴 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁. But here’s where it gets tricky. When I push leaders to truly differentiate their brand, to take risks and stand out, they often get scared. 𝗧𝗵𝗲𝘆 𝗴𝗿𝗮𝘃𝗶𝘁𝗮𝘁𝗲 𝗯𝗮𝗰𝗸 𝘁𝗼 𝘁𝗵𝗲 𝗺𝗶𝗱𝗱𝗹𝗲, 𝘄𝗵𝗲𝗿𝗲 𝗶𝘁 𝗳𝗲𝗲𝗹𝘀 𝘀𝗮𝗳𝗲, 𝗳𝗮𝗺𝗶𝗹𝗶𝗮𝗿, 𝗮𝗻𝗱 𝗰𝗼𝗺𝗳𝗼𝗿𝘁𝗮𝗯𝗹𝗲. However, playing it safe is also playing it wrong. In reality, the middle ground leads slowly but surely towards the fourth option: not around for very long. The fear of making a bold choice paralyzes many brands. Yet, in today’s crowded marketplace, being different is no longer just a choice—it’s a necessity. The brands that stand the test of time are the ones willing to step outside the norm and create something truly unique. The question for every CEO or CMO isn’t just “𝗔𝗿𝗲 𝘆𝗼𝘂 𝘄𝗶𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗯𝗲 𝗱𝗶𝗳𝗳𝗲𝗿𝗲𝗻𝘁?” but rather, “𝗔𝗿𝗲 𝘆𝗼𝘂 𝘄𝗶𝗹𝗹𝗶𝗻𝗴 𝘁𝗼 𝗳𝗮𝗱𝗲 𝗶𝗻𝘁𝗼 𝗼𝗯𝘀𝗰𝘂𝗿𝗶𝘁𝘆 𝗶𝗳 𝘆𝗼𝘂’𝗿𝗲 𝗻𝗼𝘁?”

"𝗪𝗵𝗮𝘁 𝗱𝗼 𝘆𝗼𝘂 𝗰𝗮𝗹𝗹 𝗶𝘁?" 𝗶𝘀 𝗮𝗹𝗹 𝘁𝗼𝗼 𝗰𝗼𝗺𝗺𝗼𝗻 𝗶𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴. Here are the definitions that marketers should know.

𝗢𝘂𝗿 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗠𝗶𝗻𝗶 𝗠𝗕𝗔 𝘁𝗲𝗮𝗰𝗵𝗲𝘀 𝗵𝗼𝘄 𝘁𝗵𝗲 𝗯𝗲𝘀𝘁 𝗺𝗮𝗿𝗸𝗲𝘁𝗲𝗿𝘀 𝗮𝗻𝗮𝗹𝘆𝘇𝗲, 𝘁𝗵𝗶𝗻𝗸, 𝗱𝗲𝗳𝗶𝗻𝗲, 𝗽𝗹𝗮𝗻, 𝗮𝗻𝗱 𝗲𝘅𝗲𝗰𝘂𝘁𝗲 • Online marketing course designed for individuals or small teams looking to build their marketing skills. • Includes 20 hours of on-demand marketing training that allows you to learn at your own pace. • Learn how the best marketers use analytics, strategic thinking, positioning, brand plans, and execution. • Get access to an ex-VP of Marketing with experience at Johnson & Johnson, Coke, and General Mills. • Certificate boosts your resume and LinkedIn profile. 𝗜𝘁’𝘀 𝘁𝗶𝗺𝗲 𝘁𝗼 𝗶𝗻𝘃𝗲𝘀𝘁 𝗶𝗻 𝗼𝘂𝗿 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗠𝗶𝗻𝗶 𝗠𝗕𝗔 𝘁𝗼 𝗮𝗰𝗰𝗲𝗹𝗲𝗿𝗮𝘁𝗲 𝘆𝗼𝘂𝗿 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗰𝗮𝗿𝗲𝗲𝗿 Click to learn more: https://lnkd.in/gffg5WN #marketing #brandmanagement #brandmanagers

📊 𝗛𝗼𝘄 𝘁𝗼 𝗪𝗿𝗶𝘁𝗲 𝗮 𝗠𝗼𝗻𝘁𝗵𝗹𝘆 𝗥𝗲𝗽𝗼𝗿𝘁 𝘁𝗵𝗮𝘁 𝗗𝗲𝗹𝗶𝘃𝗲𝗿𝘀 𝗥𝗲𝗮𝗹 𝗕𝗿𝗮𝗻𝗱 𝗜𝗻𝘀𝗶𝗴𝗵𝘁𝘀 📊 In a world driven by big data and analytics, a well-crafted monthly report is essential to tracking brand health and ensuring you stay on course. It might feel like a chore, but the 3-4 hours invested each month can make a huge difference in your brand’s success. 📈 A Monthly Report serves as a roadmap for everyone across the company, aligning them with the annual brand plan. It keeps senior management informed of the on-the-ground issues, supports timely course correction, and highlights areas of risk. Ultimately, it conveys that your brand team has full control over the brand’s journey. 𝗛𝗲𝗿𝗲’𝘀 𝗮 𝘀𝗻𝗮𝗽𝘀𝗵𝗼𝘁 𝗼𝗳 𝘄𝗵𝗮𝘁 𝘆𝗼𝘂𝗿 𝗺𝗼𝗻𝘁𝗵𝗹𝘆 𝗿𝗲𝗽𝗼𝗿𝘁 𝘀𝗵𝗼𝘂𝗹𝗱 𝗰𝗼𝘃𝗲𝗿: 𝗢𝗻𝗲-𝗹𝗶𝗻𝗲 𝗦𝘁𝗼𝗿𝘆: What’s the brand’s current status in a nutshell? This is your elevator speech for the CEO. 𝗦𝗮𝗹𝗲𝘀 & 𝗦𝗵𝗮𝗿𝗲 𝗠𝗲𝘁𝗿𝗶𝗰𝘀: Track sales in dollar, tonnage, or unit share across 4-week, 12-week, and YTD periods to reveal trends and performance. 𝗣𝗲𝗿𝗳𝗼𝗿𝗺𝗮𝗻𝗰𝗲 𝗖𝗼𝗺𝗽𝗮𝗿𝗶𝘀𝗼𝗻: Show % and share point changes vs. last year, previous periods, category, and year plan. Putting performance in context tells a clearer story. 𝗖𝗼𝗺𝗽𝗲𝘁𝗶𝘁𝗶𝘃𝗲 𝗟𝗮𝗻𝗱𝘀𝗰𝗮𝗽𝗲: What’s the competition up to? Include consumption trends, brand funnel data, and any potential competitive actions. 𝗧𝗼𝗽 𝟯 𝗗𝗿𝗶𝘃𝗲𝗿𝘀: Identify the consumption trends, Brand Funnel scores, and competitive advantages contributing to your brand’s growth. Explain your strategy to continue leveraging these drivers. 𝗧𝗼𝗽 𝟯 𝗜𝗻𝗵𝗶𝗯𝗶𝘁𝗼𝗿𝘀: Be transparent about what’s holding the brand back—distribution gaps, competitive challenges, or shifts in consumer behavior. Share your action plan to address these issues and reassure your team that you’re in control. 𝗧𝗼 𝗱𝗶𝘃𝗲 𝗱𝗲𝗲𝗽𝗲𝗿, 𝗰𝗵𝗲𝗰𝗸 𝗼𝘂𝘁 𝘁𝗵𝗶𝘀 𝗠𝗼𝗻𝘁𝗵𝗹𝘆 𝗥𝗲𝗽𝗼𝗿𝘁 𝗧𝗲𝗺𝗽𝗹𝗮𝘁𝗲 𝗵𝗲𝗿𝗲: https://lnkd.in/enFEB67y A structured monthly report isn’t just a formality; it’s a tool to build discipline, foster knowledge, and maintain the strategic pulse of the brand. Make it a non-negotiable part of your brand management. #BrandManagement #Marketing #DataDriven

🎄 𝗦𝗻𝗲𝗮𝗸 𝗣𝗲𝗲𝗸 𝗮𝘁 𝘁𝗵𝗲 𝗝𝗼𝗵𝗻 𝗟𝗲𝘄𝗶𝘀 𝗖𝗵𝗿𝗶𝘀𝘁𝗺𝗮𝘀 𝗔𝗱 𝟮𝟬𝟮𝟰: "𝗧𝗵𝗲 𝗚𝗶𝗳𝘁𝗶𝗻𝗴 𝗛𝗼𝘂𝗿" 🎥 It’s that time of year when we eagerly anticipate the magic of the John Lewis Christmas ad. This year’s offering, “The Gifting Hour”, aims to blend the enchantment of Narnia with the all-too-familiar reality of last-minute gift shopping. But does it deliver on the magic we’ve come to expect? 🔍 𝗔𝗳𝘁𝗲𝗿 𝘄𝗮𝘁𝗰𝗵𝗶𝗻𝗴 𝗶𝘁, 𝗵𝗲𝗿𝗲’𝘀 𝗺𝘆 𝘁𝗮𝗸𝗲: The ad struggles to balance fantasy and reality in just 60 seconds. Starting in a store feels flat—it’s hard to captivate audiences with such a mundane opening. The storyline meanders, leaving viewers wondering, Is she the mom or the sister? Even the music, usually a highlight of these ads, fails to strike an emotional chord. Sadly, it lacks the charm and emotional pull to capture attention on YouTube or social media, and I doubt it will hit the 20M views milestone we’ve seen in the past. It feels like a generic ad from any retailer, not the iconic John Lewis. 🛑 𝗠𝘆 𝗔𝗕𝗖𝘀 𝗼𝗳 𝗔𝗱𝘃𝗲𝗿𝘁𝗶𝘀𝗶𝗻𝗴 𝘀𝗰𝗼𝗿𝗲: • 𝗔𝘁𝘁𝗲𝗻𝘁𝗶𝗼𝗻: Low – Dull opening that risks losing viewers. • 𝗕𝗿𝗮𝗻𝗱 𝗟𝗶𝗻𝗸: Low – It doesn’t feel uniquely John Lewis. • 𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗶𝗼𝗻: Low – Confusing story and unclear message. • 𝗦𝘁𝗶𝗰𝗸𝗶𝗻𝗲𝘀𝘀: Low – No standout creative idea or emotional hook. 📊 𝗠𝘆 𝗳𝗶𝗻𝗮𝗹 𝗿𝗮𝘁𝗶𝗻𝗴: 𝟱.𝟱/𝟭𝟬 If I were the client, I would have rejected this ad. It's just too dull. See every John Lewis Christmas classic since 2009, and tell me your 3 favorites. 👇 https://lnkd.in/gDur_JDt

𝗕𝘂𝗶𝗹𝗱𝗶𝗻𝗴 𝗮 𝗕𝟮𝗕 𝗯𝗿𝗮𝗻𝗱 𝗿𝗲𝗾𝘂𝗶𝗿𝗲𝘀 𝗮𝘀𝗸𝗶𝗻𝗴 𝘁𝗵𝗲 𝗿𝗶𝗴𝗵𝘁 𝗾𝘂𝗲𝘀𝘁𝗶𝗼𝗻𝘀. 𝗔𝗿𝗲 𝘆𝗼𝘂? Dive into essential strategy questions here: https://lnkd.in/gAfsqmff #B2B #MarketingSuccess