5 marketing

processes every
brand leader
must know
Winning

1
Strategic What
consumers
What
your brand 2
Positioning
Thinking want does best
Statement
What your
competitor
does best
Marketing Plan

7.3"
6.8"
8"
Gray's' 32" 5" 18"
weekly"
6"
2.2" Norm' monthly"
4"
4x"per"year"
2" 45"
0" 1x"per"year"
Gray's" Norm" Dad's"

5
Analyze 3
Marketing
Performance Plans

4
Marketing
Execution
 How to define your brand
Define a focused consumer
Benefits Ladder
1 target profile with insights, 2
enemies and buying patterns.
Our Benefits Emotional benefits
Target Name
Ladder will
Description
help you move Functional benefits
Needs
from features
Enemy to rational and Product features
Insights emotional
They think now? benefits. Consumer Target
Buying process
Desired response

Use our cheat sheets to understand the

Deploy our Venn diagrams to 3
Functional and Emotional benefits.
determine your winning zone, Functional Benefits
4
where your brand is motivating Works Simplify Make Make
to consumers and ownable better Life Smarter Healthy
Saves Helps Sensory
money family Appeal Connect Experience
Winning
What What
consumers your brand
want does best Emotional Benefits
Risky Seek to Stay in Feel Comfort
know control myself
Losing What your Dumb Feel Get Feel
competitor Optimism
does best free noticed liked

Summarize your
winning positioning
statement in a space
that is unique,
ownable motivating
to consumers
How to write a marketing plan
Deep-dive business review to Summarize the drivers and inhibitors
1 2 currently facing brand. Map out the
look at every area of the brand.
risks and opportunities for future.
• Market: Macro view, economic indicators,
consumer behavior, technology, political Drivers Inhibitors
• Consumer: Target, buying habits, trends, Factors of strength or Weaknesses or
consumer enemies, key insights inertia that accelerate friction slows brand
• Channels: growth channels, major your brand’s growth. down, leak to fix
customers, available tools and programs Opportunities Threats
• Competitors: Performance, positioning, Changing consumer Competitor launch,
innovation, pricing, distribution, perceptions. needs, technologies, trade barriers,
• Brand: Funnel, reputation, tracking results, channels, legal, customer preference.
pricing, distribution, financial analysis.

Use “where are we” questions Use strategic questions to help you
4 to uncover answers that frame 3
frame the key issues facing your brand.
the overall strategic plan.
1 What is the core strength your
Questions to ask Planning Elements brand can win on?
1. Where could we be? Vision/Purpose/Goals How tightly connected is your
2
2. Where are we? consumer to your brand?
Analysis
What is your current
3. Why are we here? Key Issues 3
competitive position?
4. How can we get there? Strategies How engaged are consumers in
4
5. What do we need to do? Execution & Measures the purchase decision?
What is the current business
5
situation your brand faces?

5
Lay out elements of a strategic
brand plan on one page and in
a formal presentation.
• Vision
• Purpose
• Values
• Goals
• Brand Idea
• Key Issues
• Strategies
• Tactics
 Inspiring marketing execution
Tighten your bond with consumers, using Align execution to focus on
1 your Brand Idea to show up consistently 2 moving consumers through
at all 5 consumer touchpoints. stages of the consumer journey.
Consumer Aware
Brand Brand
Idea Fan Consider

Loyal Consumer Search

Brand Consumer Journey
Promise Experience
Brand Purchase Repeat Buy
Innovation
Story Moment
Ideas
Packaging Culture and Satisfied
Logo/Slogan Operations
Advertising Sales
and Media Product and Retail
Development

3
Use a Creative
Brief to focus the
4
creative advertising
Influence purchase and media
moment through retail decisions on your
channels, packaging, positioning and
e-commerce, direct brand strategy.
selling, customer service
and merchandising.

Plan your Product Innovation

Identify new Build innovation Go-to-market

opportunities pipeline launch plan
5 1 4 7
Observations to identify Backend plan includes
Build out potential concept final naming, logos,
Deliver products
trends and new consumer to test breakthrough, own-
need states. packaging, production
ability and sales potential.
and channel plan.

through an innovation
2 5
process that manages
ideas, concepts,
8
Continuous generation of
ideas to build a war-chest
Move best
Build robust innovation
schedule with volumetrics,
Winning
Build marketing support;
advertising, presentations,
ideas to ideas go
of potential solutions to
meet consumer needs.
testing
investment, sourcing and
production timeline.
to market
in-store support.

testing, launches
through system.
3 6 9
Assess opportunities using
criteria: breakthrough, own-
Stage-gate decisions to
approve execution plans
Hand over to launch
team, including marketing,
able, strategic fit, consumer and milestones from sales, operations.
motivation, potential size. production to launch.
 How to analyze performance
The Brand
Brand FunnelPerforman
Merchandising
Macro view of the market U A B

1 looking at major economic, 2 Brands

Awareness
Share of
$ Share
Share of Co-op Di

consumer, technology, trends.

Co-op Display FSI

Gray’s 24.7 21.9 22.9 89

Define consumer Dad’s Familiar

21.9 20.7 20.7 94

Growth Tracking target, looking at

Stan’s 14.8 14.8 13.6 100

Devonshire Consider
13.5 16.6 17.8 123

needs, buying A Another good deep dive is to look at each channel and loo
your market share in comparison to how well you are doi
Purchase
co-op ads and display ratings to get your fair share.
habits, growth B The FSI is your fair share index. (share of activity divide
Repeat
your market share)
trends and key C See if you under or over-developed against a certain activ
Draw conclusions. Compare how you're doing in each cha

insights. Loyal
and versus other periods.

Pricing Differences by Channe

Food Drug Mass Cl
Avg Price $6.55 $6.47 $6.62 $6
% change vya -6.4% -2% +3.1% -1.

Dissect closest competitors

Avg Price on Deal 5.99 6.59 5.29 5.

Look at channel performance, % change vya +8.3% -12.3% +1.7% +2

looking at performance,
% on deal 32% 22% 38% 20

4 3 customer strategies, distribution +/- vya +7 pts +1 pt +10 pts -2

positioning, innovation, pricing, gaps, merchandising performance. A First, look at the average price and change versus ye
for each channel. Match up the data to what the sales

distribution and reputation.

colleagues are saying about the different prices for each

Customer
Customerscorecards
Scorecards B
Depending on channel/brand, you should be looking
deal pricing, % on deal and coop ad points. Compare
the channels and compare to prior years.
Competitive market share performance
Market Share Performance Customer A Scores
60
Overall Sales Dollars 39 Distribution
Distribution Gaps
Distributiongap
gap analysis
analysis
Share of Category 11% Tops Tops Kroger
Kroger CVS
CVS Club
Club A&P
A&PSafeway
Safew
45
% dollar change +19.1% Gray’s
Gray’s8 ct Choc Chip
Your Brand Share 33%8 ct Choc ChipGray’s
30 % change +3.3 pointsGray’s
16 ct Choc
Chip
16 ct Choc
Share Index 105 Chip Gray’s
8 ct Mint Chip
15 Your brand’s avg Price $6.33 Gray’s
Gray’s
8 ct Mint Chip
16 ct Mint Chip
% change +3.3%
0 Price Index 125 Gray’s Gray’s
8 ct Lemon
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 2016 16 ct Mint Chip
Share of Co-Op Ads 33%
Gray's Dad's Sue's Devonshire % change +18% Gray’s
8 ct Lemon
Co Op Index 143
Share of Merch 25%
We m
% change -2% We make br

March Index 111

We

AnalyzedProgram
Brand brand using funnel,
tracking shows how well you areSummarize analysis into drivers,
5 Analysis
tracking, pricing, distribution
doing behind key gaps 6
marketing activitiesand inhibitors facing brand, plus
and financial results. threats and opportunities in future.
Brand Tracking
Ad Tracking
Drivers Inhibitors
Tracking Results Gray’s Norm • Program tracking or testing results
can compare how wellFactors of strength or
the program Weaknesses or
Aided Recall 38 62
inertia that accelerate
has done against key measures. friction slows brand
Unaided Recall 30 46 • You will also be able your brand’s growth.
to get scores down, leak to fix
that match up to the brand funnel
Brand Recognition 10 23 such as Awareness (aided,
Opportunities
unaided), purchase scores (share
Threats
Brand Link .33 .50
of last 5 purchases) and purchase
Changing consumer Competitor launch,
Main Message 64 60 intention.
needs, technologies, trade barriers,
Uniqueness 38 22 channels, legal, customer preference.
Purchase Intent 10 9
 How to think strategically
Discuss thinking and Use the five elements of smart
1 2
decision-making styles strategic thinking to guide us

Strategic 1. Set a vision of what you want

Thinker 2. Invest resources in programs
3. Focus on an identified opportunity
4. Leverage market impact
Instinctual
Thinker 5. Performance result that pays back
Tools to help frame your strategic thinking
Introduce Think Box tools to Use four strategic questions to
4 3
challenge your strategic thinking help frame the Key Issues
1 Core strength 2 Consumer Bond
Core Strength 1 What is the core strength your
Indifferent brand can win on?
Product High Brand Story
Establish How tightly connected is your
Medium difference 2
consumer to Like
yourIt brand?
Low
3 What is your current
Build a
Love It
competitive position?
following

rame your strategic thinking Tighten 4

Beloved
How engaged are consumers in
bond the purchase decision?
Inspire
Price Experience
Influence
5 What is the current business
situation your brand faces?
2 Consumer Bond
Brand Love Curve
3 Competitive situation 4 Business situation
d Story
Indifferent
Establish
Winning
Brand HealthShow howBrand to lay out and write the
Wealth
difference
Like It 5
What
consumers
want
What
your brand
does best Voice of
ideal
Brand strategic objective
ROI
Sales statements
Funnel
Build a Customer
Love It Risky Price Profit
following
Internal a
Market Strategic
Premium programs
Beloved Alignment Trends Growth
Tighten Losing What your Dumb
bond Competitive
competitor
Inspire Advantages Satisfaction Market Stock
rience
does best
Influence b Focused
Scores Share Opportunity
Prices
The playbook for how to create a
brand your consumers will love
c Market Impact
Competitive Situation
4 Business situation
ng
d Performance Result
Brand Health Brand Wealth

Brand Sales
Voice of Funnel ROI Strategic Objective:
Customer
ky Price
Premium
Profit a. Create an elevated VIP consumer experience
Internal Market
Alignment Trends Growth
b. That rewards our most loyal consumers’
Competitive
c. that turns their regular usage into a ritual
Market Stock
Advantages Satisfaction
Scores Share Prices d. and tightens their bond with our brand
The playbook for how to create a
brand your consumers will love
BELOVED BRANDS
The playbook for how to build a
brand your consumers will love.
✓ How to think strategically
✓ Write a brand positioning statement
✓ 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

Available on Amazon and Apple Books

 Our marketing training will help realize
the full potential of your marketing team
Winning

1
Strategic What
consumers
What
your brand 2
Positioning
Thinking want does best Statement
What your
competitor
does best
Marketing Plan

7.3"
6.8"
8"
Gray's' 32" 5" 18"
weekly"
6"
2.2" Norm' monthly"
4"
4x"per"year"
2" 45"
0" 1x"per"year"
Gray's" Norm" Dad's"

5
Analyze 3
Marketing
Performance Plans

4
Marketing
Execution

Our marketing training workshops provoke new thinking

Learn strategic thinking methods, looking at core strength, competitive

landscape, consumer relationship, engagement and situation you face.
Brand positioning statements start with a consumer profile, then uses our
consumer benefits ladder, with functional and emotional benefits.
With marketing plans, we go through each element needed for a long-
range brand strategy roadmap and the annual marketing plan.
Learn to make smart decisions on marketing execution with your creative
advertising and media choices.
With brand analytics, learn to write a deep-dive business review, looking
at the marketplace, consumer, channels, competitors and the brand.

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