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| beloved brands graham robertson: Beloved Brands Graham Robertson, 2018-01-06 Beloved Brands is a book every CMO or would-be CMO should read. Al Ries With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Marketing pros and entrepreneurs, this book is for you. Whether you are a VP, CMO, director, brand manager or just starting your marketing career, I promise you will learn how to realize your full potential. You could be in brand management working for an organization or an owner-operator managing a branded business. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors, who can use it as an in-class textbook to develop future marketers. It will challenge communications agency professionals, who are looking to get better at managing brands, including those who work in advertising, public relations, in-store marketing, digital advertising or event marketing. Most books on branding are really for the MARCOM crowd. They sound good, but you find it's all fluff when you try to take it from words to actions. THIS BOOK IS DIFFERENT! Graham does a wonderful job laying out the steps in clear language and goes beyond advertising and social media to show how branding relates to all aspects of GENERAL as well as marketing management. Make no mistake: there is a strong theoretical foundation for all he says...but he spares you the buzzwords. Next year my students will all be using this book. Kenneth B. (Ken) Wong, Queen's University If you are an entrepreneur who has a great product and wants to turn it into a brand, you can use this book as a playbook. These tips will help you take full advantage of branding and marketing, and make your brand more powerful and more profitable. You will learn how to think, define, plan, execute and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors and the brand. Write everything so that it is easy to follow and implement for your brand. My promise to help make you smarter so you can realize your full potential. |
| beloved brands graham robertson: Brand Real Laurence Vincent, 2012-03-28 Brand Real is a business strategy guide for making a brand’s promise stand up at every customer touch point. Packed with proven, repeatable management practices, the book shows how to establish a clean brand architecture while avoiding the needless complexity that has tripped up many promising companies. Author Laurence Vincent presents cautionary tales of supposed brand superstars as well as instructive case studies of genuine brand giants like American Express, Apple, Cisco, Google, Qualcomm, Virgin, and others. Readers will learn how to connect the outward-facing elements of their brands--logos, advertising, imagery, communications--directly to the core elements of business strategy. Most importantly, they’ll explore the correlation between a succinct, efficient brand and powerful, lasting connections with their customers.Companies are becoming increasingly creative in their branding strategies--building identities ranging from the warm and fuzzy to the ultra cool and edgy. But it seems many of these enterprises forget that a brand, at its heart, is a promise to deliver. Brand Real ensures your customers’ experiences lives up to that promise and that their loyalties stay with you. |
| beloved brands graham robertson: Brand Hollywood Paul Grainge, 2007-10-31 From the growth in merchandising and product placement to the rise of the movie franchise, branding has become central to the modern blockbuster economy. In a wide-ranging analysis focusing on companies such as Disney, Dolby, Paramount, New Line and, in particular, Warner Bros., Brand Hollywood provides the first sustained examination of the will-to-brand in the contemporary movie business. Outlining changes in the marketing and media environment during the 1990s and 2000s, Paul Grainge explores how the logic of branding has propelled specific kinds of approach to the status and selling of film. Analyzing the practice of branding, the poetics of corporate logos, and the industrial politics surrounding the development of branded texts, properties and spaces - including franchises ranging from Looney Tunes to Lord of the Rings and Harry Potter to The Matrix - Grainge considers the relation of branding to the emergent principle of ‘total entertainment’. Employing an interdisciplinary method drawn from film studies, cultural studies and advertising and media studies, Brand Hollywood demonstrates the complexities of selling entertainment in the global media moment, providing a fresh and engaging perspective on branding’s significance for commercial film and the industrial culture from which it is produced. |
| beloved brands graham robertson: Creating Passion Brands Helen Edwards, Derek Day, 2007 Faced with crowded markets, flat growth and growing consumer cynicism, brand marketers are looking for ways to deepen the emotional connection between their brands and customers. This book uses interviews and case studies to show how brands such as Harley-Davidson, Google, Zara clothing, and Camper shoes have outstripped the growth of their peers by igniting passion among employees and consumers alike. They are passion brands, and they show the way forward for marketing in the 21st century. Drawing on both research and academic theory, the authors put forward a practical, systematic approach to the business of creating passion brands from existing brands. Always vivid, often contentious, Creating Passion Brands shows what really counts at the heart of branding today. |
| beloved brands graham robertson: Brand Strategy John M. Murphy, 1990 |
| beloved brands graham robertson: Power Brands Hajo Riesenbeck, Jesko Perrey, 2007-03-26 Contrary to the belief that brand management is mostly a matter of art and luck, the teams at McKinsey teams found out how brands can be measured, built, and managed systematically. Power Brands reveals the secret of strong brands, presenting a holistic approach to brand management, which combines precise science with target-oriented craft and inspiring art. Using concepts developed from a university study, the book introduces McKinsey BrandMatics, which combines systematic, qualitative concepts and indicators (e.g., brand image) with quantitative ones (e.g., revenue potential), resulting in a comprehensive and transparent framework for successful brand management. |
| beloved brands graham robertson: Marketing Metrics Paul W. Farris, Neil Bendle, Phillip Pfeifer, David Reibstein, 2021-07-27 Now updated with new techniques and even more practical insights, this is the definitive guide to today’s most valuable marketing metrics. Four leading marketing researchers help you choose the right metrics for every challenge, and use models and dashboards to translate numbers into real management insight. Marketing Metrics: The Manager’s Guide to Measuring Marketing Performance, Third Edition now contains: Important new coverage of intangible assets A rigorous and practical discussion of quantifying the value of information More detail on measuring brand equity A complete separate chapter on web, SEM, mobile, and digital metrics Practical linkages to Excel, showing how to use functions and Excel Solver to analyze marketing metrics An up-to-date survey of free metrics available from Google and elsewhere Expanded coverage of methodologies for quantifying marketing ROI The authors show how to use marketing dashboards to view market dynamics from multiple perspectives, maximize accuracy, and triangulate to optimal solutions. You’ll discover high-value metrics for virtually every facet of marketing: promotional strategy, advertising, and distribution; customer perceptions; market share; competitors’ power; margins and pricing; products and portfolios; customer profitability; sales forces, channels, and more. For every metric, the authors present real-world pros, cons, and tradeoffs — and help you understand what the numbers really mean. Last but not least, they show you how to build comprehensive models to support planning — and optimize every marketing decision you make. Marketing Metrics, Third Edition will be invaluable to all marketing executives, practitioners, analysts, consultants, and advanced students interested in quantifying marketing performance. |
| beloved brands graham robertson: Soon Lewis Blackwell, Chris Ashworth, 2001 Soon reveals the inner workings of leading advertisers and creative thinkers from around the globe when asked to create advertising for brands that will answer the needs of society in the future. Each project is meant to provoke, stimulate and inform with narratives, images and objects developed around issues like a synthetic drug that provides the benefits of eight hours of sleep in sixty minutes. Or solid state wired clothing that plays music, links to the web, and projects messaging onto sunglasses. It's a fascinating study, an exciting challenge and compelling read--just what the brave new world needs. Lewis Blackwell is International Creative Director at Getty Images. Formerly publisher and editor of Creative Review, he is the author of numerous critically acclaimed books. Chris Ashworth has held senior creative positions at MTV Europe and Ray Gun magazine, as well as formed the studios, Substance and Still. He is currently Design Director of gettyone design studio, a division of Getty Images in London, England. |
| beloved brands graham robertson: Brand.new Jane Pavitt, 2002 Published to coincide with a major V&A exhibition, brand.new takes a challenging look at consumer culture and the proliferation of brand identities at the beginning of the 21st century. The idea of brand is central to contemporary society. Businesses, personalities, political parties and even nations 're-brand' themselves in order to influence public opinion. With the emergence of e-commerce, the status and value of well-established brands - many of which have been with us for a century or more - may well be challenged by a host of new brands. Today's brands promote themselves as more than just a logo, a slogan or a distinctive package, they promise to deliver a host of emotional benefits too. But what do we really think of the brands we buy? Ranging across fashion, design and media, brand.new sets out provocative and entertaining debates about branding and consuming habits. Essential reading for students, observers of modern culture, those with an interest in advertising, product design and fashion - and anyone who shops |
| beloved brands graham robertson: Advertising & IMC Sandra Ernst Moriarty, Nancy Mitchell, William D. Wells, 2014-04-03 For introductory courses in advertising An accessible, well-written, and student-friendly approach to advertising. Advertising tracks the changes in today's dynamic world of media and marketing communication-as well as the implications of these changes to traditional practice-and presents them to students through an accessible, well-written approach. The Tenth edition highlights the increasing importance of consumers as the driving force in today's advertising strategies, social media, and the Internet evolution/revolution. It also includes an increased IMC and brand focus. |
| beloved brands graham robertson: Fast Food Nation Eric Schlosser, 2012 An exploration of the fast food industry in the United States, from its roots to its long-term consequences. |
| beloved brands graham robertson: Final Report of the Truth and Reconciliation Commission of Canada, Volume One: Summary Truth and Reconciliation Commission of Canada, 2015-07-22 This is the Final Report of Canada's Truth and Reconciliation Commission and its six-year investigation of the residential school system for Aboriginal youth and the legacy of these schools. This report, the summary volume, includes the history of residential schools, the legacy of that school system, and the full text of the Commission's 94 recommendations for action to address that legacy. This report lays bare a part of Canada's history that until recently was little-known to most non-Aboriginal Canadians. The Commission discusses the logic of the colonization of Canada's territories, and why and how policy and practice developed to end the existence of distinct societies of Aboriginal peoples. Using brief excerpts from the powerful testimony heard from Survivors, this report documents the residential school system which forced children into institutions where they were forbidden to speak their language, required to discard their clothing in favour of institutional wear, given inadequate food, housed in inferior and fire-prone buildings, required to work when they should have been studying, and subjected to emotional, psychological and often physical abuse. In this setting, cruel punishments were all too common, as was sexual abuse. More than 30,000 Survivors have been compensated financially by the Government of Canada for their experiences in residential schools, but the legacy of this experience is ongoing today. This report explains the links to high rates of Aboriginal children being taken from their families, abuse of drugs and alcohol, and high rates of suicide. The report documents the drastic decline in the presence of Aboriginal languages, even as Survivors and others work to maintain their distinctive cultures, traditions, and governance. The report offers 94 calls to action on the part of governments, churches, public institutions and non-Aboriginal Canadians as a path to meaningful reconciliation of Canada today with Aboriginal citizens. Even though the historical experience of residential schools constituted an act of cultural genocide by Canadian government authorities, the United Nation's declaration of the rights of aboriginal peoples and the specific recommendations of the Commission offer a path to move from apology for these events to true reconciliation that can be embraced by all Canadians. |
| beloved brands graham robertson: Metrical Legends of Exalted Characters Joanna Baillie, 1821 |
| beloved brands graham robertson: Brand Immortality Hamish Pringle, Peter Field, 2008 Properly managed no brand need decay and die - immortality is within the reach of all. If the right decisions, the right resources and the right imagination are brought to bear, brands can renew continuously and outlive their creators.Brand Immortality is a practical health manual for brands of all types and ages that seek immortality. Drawing on the renowned IPA Effectiveness Awards case histories, and full of examples including Nokia, Sony, Nike, Apple and Virgin, it examines how the nature of brands has changed over time and continues to evolve, and the implications this has for marketing. It identifies the factors that are essential to a brand's long term survival - especially those which defend and strengthen a brand's place in the hearts and minds of consumers.Enriched by comments from industry insiders who were directly involved with global brands, Brand Immortality identifies winning brand strategies. Full of experience and insight, it will help marketers and their agencies beat the odds in winning, retaining and satisfying customers - and thus help them achieve brand immortality. |
| beloved brands graham robertson: Good Mourning Elizabeth Meyer, Caitlin Moscatello, 2015-08-25 Good Mourning offers a behind-the-scenes look at one of the most famous funeral homes in the country--where not even big money can protect you from the universal experience of grieving. It's Gossip Girl meets Six Feet Under, told from the unique perspective of a fashionista turned funeral planner. Elizabeth Meyer stumbled upon a career in the midst of planning her own father's funeral, which she turned into an upbeat party with Rolling Stones music, thousands of dollars worth of her mother's favorite flowers, and a personalized eulogy. Starting out as a receptionist, Meyer quickly found she had a knack for helping people cope with their grief, as well as creating fitting send-offs for some of the city's most high-powered residents. Meyer has seen it all: two women who found out their deceased husband (yes, singular) was living a double life, a famous corpse with a missing brain, and funerals that cost more than most weddings.-- |
| beloved brands graham robertson: Made to Break Giles Slade, 2009-06-30 Made to Break is a history of twentieth-century technology as seen through the prism of obsolescence. Giles Slade explains how disposability was a necessary condition for America's rejection of tradition and our acceptance of change and impermanence. This book gives us a detailed and harrowing picture of how, by choosing to support ever-shorter product lives, we may well be shortening the future of our way of life as well. |
| beloved brands graham robertson: Marketing Metrics Neil Bendle, Paul W. Farris, Phillip Pfeifer, David Reibstein, 2020-08-23 Your Definitive, Up-to-Date Guide to Marketing Metrics—Choosing Them, Implementing Them, Applying Them This award-winning guide will help you accurately quantify the performance of all your marketing investments, increase marketing ROI, and grow profits. Four renowned experts help you apply today's best practices for assessing everything from brand equity to social media, email performance, and rich media interaction. This updated edition shows how to measure costly sponsorships, explores links between marketing and financial metrics for current and aspiring C-suite decision-makers; presents better ways to measure omnichannel marketing activities; and includes a new section on accountability and standardization in marketing measurement. As in their best-selling previous editions, the authors present pros, cons, and practical guidance for every technique they cover. Measure promotions, advertising, distribution, customer perceptions, competitor power, margins, pricing, product portfolios, salesforces, and more Apply web, online, social, and mobile metrics more effectively Build models to optimize planning and decision-making Attribute purchase decisions when multiple channels interact Understand the links between search and distribution, and use new online distribution metrics Evaluate marketing's impact on a publicly traded firm's financial objectives Whatever your marketing role, Marketing Metrics will help you choose the right metrics for every task—and capture data that's valid, reliable, and actionable. |
| beloved brands graham robertson: Buyology Martin Lindstrom, 2010-02-02 NEW YORK TIMES BESTSELLER • “A fascinating look at how consumers perceive logos, ads, commercials, brands, and products.”—Time How much do we know about why we buy? What truly influences our decisions in today’s message-cluttered world? In Buyology, Martin Lindstrom presents the astonishing findings from his groundbreaking three-year, seven-million-dollar neuromarketing study—a cutting-edge experiment that peered inside the brains of 2,000 volunteers from all around the world as they encountered various ads, logos, commercials, brands, and products. His startling results shatter much of what we have long believed about what captures our interest—and drives us to buy. Among the questions he explores: • Does sex actually sell? • Does subliminal advertising still surround us? • Can “cool” brands trigger our mating instincts? • Can our other senses—smell, touch, and sound—be aroused when we see a product? Buyology is a fascinating and shocking journey into the mind of today's consumer that will captivate anyone who's been seduced—or turned off—by marketers' relentless attempts to win our loyalty, our money, and our minds. |
| beloved brands graham robertson: Controlling Your Brand in the Age of Amazon: The Brand Executive's Playbook For Winning Online Whitney Gibson, James Thomson, 2020-02-14 In today's world of retail, most brands: ● don't know the identity of retailers selling their products in online marketplaces; ● don't know where these online resellers sourced inventory of the brand; ● don't know what proportion of inventory going through distributors is redirected to online channels; ● don't adequately police activities involving resellers that offer the brand's products in new multipack quantities defined by the reseller (rather than by the brand); ● can't figure out how its brand is sold in countries where the brand doesn't yet have a distribution program of its own; and ● aren't managing the branding, packaging and UPC labeling of online products adequately to ensure consistency between online and brick-and-mortar inventory. What does it take for a brand to survive in this new environment? What controls need to be put in place? What existing sales and operational processes need to change? We answer these questions on this book from a combined business and legal perspective. Our book focuses on brands selling on marketplaces in the U.S. and the European Economic Area. As legal protections for brands differ around the world, we have chosen to focus on these specific markets where legal protections for brands are well established. For readers interested in applying brand control worldwide, we encourage them to seek legal guidance for each and every country where they plan to incorporate some form of legal enforcement into their brand control efforts. |
| beloved brands graham robertson: The Global Football League P. Millward, 2011-10-12 This book tackles issues of globalization in the English Premier League and unpicks what this means to fan groups around the world, drawing upon a range of sociological theories to tell the story of the local and global repertoires of action emanating from the popular protests at Liverpool and Manchester United football clubs. |
| beloved brands graham robertson: How Brands Grow Byron Sharp, 2010-03-11 This book provides evidence-based answers to the key questions asked by marketers every day. Tackling issues such as how brands grow, how advertising really works, what price promotions really do and how loyalty programs really affect loyalty, How Brands Grow presents decades of research in a style that is written for marketing professionals to grow their brands. |
| beloved brands graham robertson: The 'Red and White' Book of Menzies David Prentice Menzies, 1894 |
| beloved brands graham robertson: Country Homes in Australia Country Style, 2019-11-05 Created by the team from Australia's much-loved Country Style, led by editor-in-chief Victoria Carey, this book is a celebration of the gorgeous rural homes and incredible characters who have filled the pages of the magazine over the past 30 years. Be inspired by the heartwarming tales and amazing renovations undertaken by families throughout regional Australia. From historic cottages dating back to the 1800s to converted churches and characterful homesteads, each story is accompanied by sumptuous photography and details of the transformations that each house has undergone. Our rural renovators have also demonstrated fantastic creativity, from sourcing and restoring vintage furniture to producing their own artworks. Some have even gone on to launch businesses based on these skills. Producers share their stories of how they have coped with the drought, including moves into biodynamic and organic farming, and how others are developing sidelines such as gin-making or artist-in-residence programs. Above all, you'll hear about the wonderfully supportive communities in country areas and discover what makes living in regional Australia such a remarkable experience. |
| beloved brands graham robertson: The Gift Nobody Wants Paul Brand, Paul W. Brand, Philip Yancey, 1995 Inspirational cassette on the dramatic career of Paul Brand, a famous surgeon |
| beloved brands graham robertson: Rob Roy Walter Scott, 1872 |
| beloved brands graham robertson: Marketing Warfare Al Ries, Jack Trout, 1997-11-22 A business book with a difference: clear-cut advice, sharp writing and a minimum of jargon.Newsweek Revolutionary! Surprising!Business Week Chock-a-block with examples of successful and failed marketing campaigns, makes for a very interesting and relevant read.USA Today |
| beloved brands graham robertson: Destiny of the Republic Candice Millard, 2012-06-12 NATIONAL BESTSELLER • The extraordinary account of James Garfield's rise from poverty to the American presidency, and the dramatic history of his assassination and legacy, from the bestselling author of The River of Doubt. Crisp, concise and revealing history.... A fresh narrative that plumbs some of the most dramatic days in U.S. presidential history. —The Washington Post James Abram Garfield was one of the most extraordinary men ever elected president. Born into abject poverty, he rose to become a wunderkind scholar, a Civil War hero, a renowned congressman, and a reluctant presidential candidate who took on the nation's corrupt political establishment. But four months after Garfield's inauguration in 1881, he was shot in the back by a deranged office-seeker named Charles Guiteau. Garfield survived the attack, but become the object of bitter, behind-the-scenes struggles for power—over his administration, over the nation's future, and, hauntingly, over his medical care. Meticulously researched, epic in scope, and pulsating with an intimate human focus and high-velocity narrative drive, The Destiny of the Republic brings alive a forgotten chapter of U.S. history. Look for Candice Millard’s latest book, River of the Gods. |
| beloved brands graham robertson: The Terroir of Whiskey Rob Arnold, 2020-12-22 Look at the back label of a bottle of wine and you may well see a reference to its terroir, the total local environment of the vineyard that grew the grapes, from its soil to the climate. Winemakers universally accept that where a grape is grown influences its chemistry, which in turn changes the flavor of the wine. A detailed system has codified the idea that place matters to wine. So why don’t we feel the same way about whiskey? In this book, the master distiller Rob Arnold reveals how innovative whiskey producers are recapturing a sense of place to create distinctive, nuanced flavors. He takes readers on a world tour of whiskey and the science of flavor, stopping along the way at distilleries in Kentucky, New York, Texas, Ireland, and Scotland. Arnold puts the spotlight on a new generation of distillers, plant breeders, and local farmers who are bringing back long-forgotten grain flavors and creating new ones in pursuit of terroir. In the twentieth century, we inadvertently bred distinctive tastes out of grains in favor of high yields—but today’s artisans have teamed up to remove themselves from the commodity grain system, resurrect heirloom cereals, bring new varieties to life, and recapture the flavors of specific local ingredients. The Terroir of Whiskey makes the scientific and cultural cases that terroir is as important in whiskey as it is in wine. |
| beloved brands graham robertson: Archetypes in Branding Margaret Hartwell, Joshua C. Chen, 2012-09-13 Archetypes in Branding: A Toolkit for Creatives and Strategists offers a highly participatory approach to brand development. Combined with a companion deck of sixty original archetype cards, this kit will give you a practical tool to: Reveal your brand's motivations, how it moves in the world, what its trigger points are and why it attracts certain customers. Forge relationships with the myriad stakeholders that affect your business. Empower your team to access their creativity and innovate with integrity. Readers will use this tool over and over again to inform and enliven brand strategy, and to create resonant and authentic communications. For more information visit www.archetypesinbranding.com. |
| beloved brands graham robertson: Sustainable Energy David J. C. MacKay, 2009 |
| beloved brands graham robertson: Coloring Your Brand Dopress Books, 2013 Perhaps the single most important aspect of any successful brand, a color is often recognizable long before the form of a logo or the letters that make up a business name. A powerful tool when employed effectively, it can trigger a multiplicity of responses from the emotional or nostalgic to the covetous or inspirational. Rarely an accident, each arises out of a distinct dialogue where the brand goals of the client are highlighted and in turn met by the designer a conscious choice of identification. Colouring Your Brand showcases effective brands through their use of color on a variety of materials including business cards, packaging, promotional design, stationery, and much more. Includes color chips for each brand presenting distinct CMYK ratios. Foreword by renowned designer Michael C. Place. |
| beloved brands graham robertson: CABI Denis Blight, 2011 |
| beloved brands graham robertson: How to Run a City Like Amazon, and Other Fables Mark Graham, Rob Kitchin, Shannon Mattern, Joe Shaw, 2019 |
| beloved brands graham robertson: Beloved Brands Graham Robertson, 2021-02-05 Our Beloved Brands workbook edition includes all the content of our bestselling Beloved Brands playbook plus relevant work exercises at the end of every chapter to help you build a brand that consumers will love. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions, or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors and aspiring marketing students, who use it as an in-class textbook. You will learn how to think, define, plan, execute, and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors, and the brand. Write everything so that it is easy to follow and implement for your brand. |
| beloved brands graham robertson: A Family Called Fort Homer T. Fort, Jr., Drucilla S. Jones, 1993-09-01 |
| beloved brands graham robertson: Basics of Branding Jay Gronlund, 2013-08-23 Smart branding is essential for success, yet it is often misunderstood. Developing a brand that is relevant, distinct, and emotionally compelling can be very dif_ cult for many managers, mainly because they don’t realize exactly what and how much goes into this branding process. This book will explain this process. In an easy-to-understand writing style, Gronlund will show you the fundamentals that will help develop a value proposition that will excite customers. Branding is all about creating a message or an impression that makes an impact and creates a rational and emotional connection with a customer. Forming a bond of trust and comfort will build brand equity (i.e., how people value your brand) and customer loyalty. We are living in a dynamic, transformative global economy with mind-boggling advances in technology. Managers today can easily become preoccupied with social media vehicles and the innovative features of electronic devices, and hence neglect the importance of the content or the message. Adhering to the core elements of positioning and branding will help them develop more emotionally rich and powerful content. And B2B managers will better understand and discover the real value of good branding, so that their marketing and sales communications will go beyond product features and emphasize relevant benefits that will strengthen their relationships with targeted customers. |
| beloved brands graham robertson: The Great Greenwashing John Pabon, 2024-03-12 Saving the planet is big business. Realising this, savvy companies are hopping on the sustainability bandwagon. Some may have altruistic ends in mind, but most want to make a quick buck. As ethical spending and consumer options increase, greenwashing is not only proliferating—it’s becoming harder to discern. But how is someone at the supermarket supposed to decipher all this? In The Great Greenwashing, John Pabon pulls no punches in arming consumers and business professionals with the tools they need to educate themselves, filter out the nonsense from the truth, and make a positive impact. |
| beloved brands graham robertson: Beloved Brands Textbook Graham Robertson, 2020-12-13 Our textbook version includes the content of the Beloved Brands playbook plus relevant work exercises at the end of every chapter. You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution, and be able to analyze the performance of your brand through a deep-dive business review. Beloved Brands provides a toolbox intended to help you every day in your job. Keep it on your desk and refer to it whenever you need to write a brand plan, create a brand idea, develop a creative brief, make advertising decisions, or lead a deep-dive business review. You can even pass on the tools to your team, so they can learn how to deliver the fundamentals needed for your brands. This book is also an excellent resource for marketing professors and aspiring marketing students, who use it as an in-class textbook. You will learn how to think, define, plan, execute, and analyze, and I provide every tool you will ever need to run your brand. You will find models and examples for each of the four strategic thinking methods, looking at core strength, competitive, consumer, and situational strategies. To define the brand, I will provide a tool for writing a brand positioning statement as well as a consumer profile and a consumer benefits ladder. I have created lists of potential functional and emotional benefits to kickstart your thinking on brand positioning. We explore the step-by-step process to come up with your brand idea and bring it all together with a tool for writing the ideal brand concept. For brand plans, I provide formats for a long-range brand strategy roadmap and the annual brand plan with definitions for each planning element. From there, I show how to build a brand execution plan that includes the creative brief, innovation process, and sales plan. I provide tools for how to create a brand calendar and specific project plans. To grow your brand, I show how to make smart decisions on execution around creative advertising and media choices. When it comes time for the analytics, I provide all the tools you need to write a deep-dive business review, looking at the marketplace, consumer, channels, competitors, and the brand. Write everything so that it is easy to follow and implement for your brand. |
| beloved brands graham robertson: Emotional Banking Duena Blomstrom, 2018-03-16 Banking is under threat. Despite access to fast-paced technology known as FinTech, an antiquated business model and internal organizational paralysis do not allow for the creation of a truly beloved brand and are stifling change. To survive and thrive when their competition is catching up, banks must understand the principles behind Emotional Banking—a cultural change concept that brings the consumer to the center of rethinking banking products and delivery. This book starts with a history of the space then moves into an overview of what FinTech is. After discussing the state of banking today including stories from the biggest names in the industry, the concept of Emotional Banking and Brand are introduced as an answer to the problems outlined above. It concludes with examples of best practices and a hands-on approach on how to change the inertia, become a brand and make customers fall in love with their bank. Some of the questions this book tackles include: · Why don’t banks “care”? · How many banks will survive? · What is FinTech and why does it matter? · Can Banks become beloved brands and find their way to the consumer’s heart? · Why is there a disconnect between what we say and what we do in the industry? · Is inertia in banking a result of broken internal culture? · Which big brand or challenger will be at the top in 5 years? |
Beloved (novel) - Wikipedia
Beloved is a 1987 novel by American novelist Toni Morrison. Set in the period after the American Civil War, the novel tells the story of a dysfunctional family of formerly enslaved people whose …
BELOVED Definition & Meaning - Merriam-Webster
The meaning of BELOVED is dearly loved : dear to the heart. How to use beloved in a sentence.
Beloved | Summary, Characters, & Facts | Britannica
May 16, 2025 · Beloved, novel by Toni Morrison, published in 1987 and winner of the 1988 Pulitzer Prize. The work examines the destructive legacy of slavery as it chronicles the life of a …
Beloved: Full Book Summary - SparkNotes
A short summary of Toni Morrison's Beloved. This free synopsis covers all the crucial plot points of Beloved.
Beloved Study Guide | Literature Guide - LitCharts
The best study guide to Beloved on the planet, from the creators of SparkNotes. Get the summaries, analysis, and quotes you need.
Beloved (Beloved Trilogy, #1) by Toni Morrison | Goodreads
Sep 16, 1987 · Beloved is the beauty of the resilience of the human spirit. Beloved is about hope and endurance. Beloved tells us about unspeakable cruelty and abuse inflicted on humanity …
BELOVED | English meaning - Cambridge Dictionary
BELOVED definition: 1. loved very much: 2. someone that you love and who you have a romantic relationship with: 3…. Learn more.
Beloved (1998) - IMDb
Beloved: Directed by Jonathan Demme. With Yada Beener, Emil Pinnock, Calen Johnson, Oprah Winfrey. A slave is visited by the spirit of a mysterious young woman.
Beloved Summary, Themes, Characters, & Analysis - LitPriest
Beloved is a masterpiece of African-American literature, and it encapsulates the experiences of slaves in a relatively short time and space. It expertly tells of what miseries the slaves had to …
BELOVED definition and meaning | Collins English Dictionary
A beloved person, thing, or place is one that you feel great affection for. He lost his beloved wife last year. The rose is the most romantic of flowers, beloved of poets, singers, and artists.
Beloved (novel) - Wikipedia
Beloved is a 1987 novel by American novelist Toni Morrison. Set in the period after the American Civil War, the novel tells the story of a dysfunctional family of formerly enslaved people whose …
BELOVED Definition & Meaning - Merriam-Webster
The meaning of BELOVED is dearly loved : dear to the heart. How to use beloved in a sentence.
Beloved | Summary, Characters, & Facts | Britannica
May 16, 2025 · Beloved, novel by Toni Morrison, published in 1987 and winner of the 1988 Pulitzer Prize. The work examines the destructive legacy of slavery as it chronicles the life of a …
Beloved: Full Book Summary - SparkNotes
A short summary of Toni Morrison's Beloved. This free synopsis covers all the crucial plot points of Beloved.
Beloved Study Guide | Literature Guide - LitCharts
The best study guide to Beloved on the planet, from the creators of SparkNotes. Get the summaries, analysis, and quotes you need.
Beloved (Beloved Trilogy, #1) by Toni Morrison | Goodreads
Sep 16, 1987 · Beloved is the beauty of the resilience of the human spirit. Beloved is about hope and endurance. Beloved tells us about unspeakable cruelty and abuse inflicted on humanity by …
BELOVED | English meaning - Cambridge Dictionary
BELOVED definition: 1. loved very much: 2. someone that you love and who you have a romantic relationship with: 3…. Learn more.
Beloved (1998) - IMDb
Beloved: Directed by Jonathan Demme. With Yada Beener, Emil Pinnock, Calen Johnson, Oprah Winfrey. A slave is visited by the spirit of a mysterious young woman.
Beloved Summary, Themes, Characters, & Analysis - LitPriest
Beloved is a masterpiece of African-American literature, and it encapsulates the experiences of slaves in a relatively short time and space. It expertly tells of what miseries the slaves had to …
BELOVED definition and meaning | Collins English Dictionary
A beloved person, thing, or place is one that you feel great affection for. He lost his beloved wife last year. The rose is the most romantic of flowers, beloved of poets, singers, and artists.
