Beloved Brands will make you a smarter marketer, helping you thrive in today's marketing world and realize your full potential. It will build your marketing skills and provide the playbook for producing smarter work and driving stronger results. Beloved Brands has been called “the cheat code for marketers!” 85% of Amazon reviewers give the book a 5-star rating. Many of our readers tell us they keep Beloved Brands within arm's reach, so they use it when challenging themselves on analytics or profitability, defining their brand, writing their brand plan, creating a creative brief, or exploring new ways to think about media. You will gain the marketing tools, skills, and processes you need to build a brand that stands out, grows stronger, and earns consumers' love. Written by Graham Robertson, a former VP of Marketing with 20+ years of experience leading some of the world’s most beloved brands, this book isn’t about theory or opinions. 𝗪𝗵𝗮𝘁 𝘆𝗼𝘂’𝗹𝗹 𝗹𝗲𝗮𝗿𝗻 𝗳𝗿𝗼𝗺 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀: 1️⃣ 𝗛𝗼𝘄 𝘁𝗼 𝘁𝗵𝗶𝗻𝗸 𝘀𝘁𝗿𝗮𝘁𝗲𝗴𝗶𝗰𝗮𝗹𝗹𝘆: Our Strategic ThinkBox tool will help you to slow down and start asking the big questions that challenge and focus your brand’s decisions. 2️⃣ 𝗛𝗼𝘄 𝘁𝗼 𝗽𝗼𝘀𝗶𝘁𝗶𝗼𝗻 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱: We provide the cheatsheets for functional and emotional benefits that will help you define your brand into a space that motivates consumers and is ownable for the brand. 3️⃣ 𝗛𝗼𝘄 𝘁𝗼 𝗯𝘂𝗶𝗹𝗱 𝗮 𝘄𝗶𝗻𝗻𝗶𝗻𝗴 𝗽𝗹𝗮𝗻: Learn to create a focused, impactful vision, come up with the smartest key issues, and strategies that steer your team and drive results. 4️⃣ 𝗛𝗼𝘄 𝘁𝗼 𝗲𝘅𝗲𝗰𝘂𝘁𝗲 𝘁𝗼 𝗱𝗿𝗶𝘃𝗲 𝗿𝗲𝘀𝘂𝗹𝘁𝘀: Write creative briefs that get better work, make smart decisions on advertising, and align every touchpoint to strengthen your brand. 5️⃣ 𝗛𝗼𝘄 𝘁𝗼 𝗹𝗲𝗮𝗱 𝘄𝗶𝘁𝗵 𝗱𝗮𝘁𝗮: Use brand analytics to uncover insights, frame opportunities, and tell strategic stories that inspire action. Beloved Brands is not a theory book. It’s a “make it happen” playbook designed to help you win. You’ll find step-by-step processes, templates, and practical tools to apply to your brand today. From crafting a strategic roadmap to writing a killer brand plan, Beloved Brands gives you everything you need to lead your brand to greatness. Beloved Brands Table of Contents 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗧𝗮𝗯𝗹𝗲 𝗼𝗳 𝗖𝗼𝗻𝘁𝗲𝗻𝘁𝘀 1. Why brand love matters 2. Strategic thinking 3. Deep-dive business review 4. Your brand's core strength 5. Consumer Strategy 6. Competitive Strategy 7. Situational Strategy 8. Ideal target market 9. Brand positioning 10. Brand idea 11. Use your brand idea 12. Brand Plan 13. Execution Plans 14. Brand Finance 101 15. Marketing execution decisions 16. Creative brief 17. Judging Advertising 18. Media decisions 𝗜𝗳 𝘆𝗼𝘂 𝘄𝗮𝗻𝘁 𝘆𝗼𝘂𝗿 𝗯𝗿𝗮𝗻𝗱 𝗮𝗻𝗱 𝘆𝗼𝘂𝗿 marketing 𝗰𝗮𝗿𝗲𝗲𝗿 𝘁𝗼 𝘁𝗵𝗿𝗶𝘃𝗲, 𝗕𝗲𝗹𝗼𝘃𝗲𝗱 𝗕𝗿𝗮𝗻𝗱𝘀 𝗶𝘀 𝘁𝗵𝗲 𝗯𝗼𝗼𝗸 𝘁𝗵𝗮𝘁 𝘄𝗶𝗹𝗹 𝗴𝗲𝘁 𝘆𝗼𝘂 𝘁𝗵𝗲𝗿𝗲.