Generate brand love and profits through big ideas

Workshop to provoke you to think differently and see how to
create and unleash the power and proﬁtability of a beloved brand
Creating a beloved brand

We make brands stronger.
We make brand leaders smarter.
Define
the
Brand
Think
Strategically
Big
Idea
At Beloved Brands, we use a branding approach
Vision Analysis
Key Issues
Strategies
Execution
• Advertising
• In-Store
• Innovation
• Consumers
• Category
• Channels
• Competitors
• Brand
Values, Goals
• Experience
Brand Plan
Create Brand Plans
Inspire
creative
execution
Analyze
performance
Sm
art
Creative
Ideas

Training Workshop
Generating Brand Love
Why does Brand Love Matter? We believe the more loved a brand is by
your consumers, the more powerful and profitable that brand will be.
• We challenge Brand Leaders to find brand love through the by creating a Big Idea to
rally around, strategically focusing all their resources and instilling passion in the work
to exceed the consumer’s expectations:
1. Build an organizing Big Idea that connects consumers at every touchpoint,
tightening the bond, reflecting the inner Brand Soul and desired external
reputation.
2. Need strategic focus in deploying the brand’s limited resources to breakthrough
points, moving consumers along the brand love curve to enable your brand vision.
3. Put all your passion into the execution creates breakthrough ideas that surprise
and exceed consumer expectations, becoming a favorite brand of the consumers.

“Never love anyone
who treats you like
you are ordinary.”
Oscar Wilde

We make brands stronger • We make brand leaders smarter.
Claims
Product
Name
Package
Design
Slogan
Service
Experience
Person
Colour
Company Name
Reputation
Patent
Formulation
Ingredients
Story Trademark
IncorporatedTag Line
Advertisement
Logo
Symbol
Ingredients
Promise
Copyrights
Sku
Look
Name
Store
packaging
Innovation
Product
Design
Shelf
Speed of Service
Procedures
What is a Brand?

We are connected to Brands in ways we cannot easily
explain, that goes far beyond the actual product.
These brands are easily recognizable, yet the main product is not even shown.
We have strong sensory connections to brands based on our personal
experiences. Each brand has a reputation deeply embedded within us.

Most Ferrari brand fans will never own one of the cars
Ferrari sells $1.5 Billion in merchandise each year,
about the same amount they make from selling cars.

The difference between a brand and product
• Solves a consumer problem • Beats down a consumer enemy
• Rational connection • Emotional connection
• Is consumed • Is experienced
• Built into routine • Becomes life’s favorite ritual
• Legally protected design • Managed & protected reputation
Product Brand

The consumer’s ﬁrst
interaction with a
brand will be with a
big idea that delivers
the Brand Promise
The big
idea must
motivate
consumers
think, feel
and move
towards the
Purchase
Moment
Surpising
Innovation builds
from the big idea to
keep up to trends,
satisfy a broader
array of needs and
stay ahead of
competitors
Happy experiences
must over-deliver the
original promise of the
big idea. Every happy
purchase tightens the
bond and spread the
brand love to others.
The Brand Story must use the big idea
to entice consumers to think, feel and
act in ways that will beneﬁt the brand.
GRAYS
Guilt free pleasure
gourmet cookies
2
5
1 3
4
Consumer
GRAYS
Lemon creme
Guilt free pleasure
gourmet cookies
GRAYS
Peanut Butter
Guilt free pleasure
gourmet cookies
GRAYS
Ginger Bread
Guilt free pleasure
gourmet cookies
GRAYS
Cranberry Time
Guilt free pleasure
gourmet cookies
interaction with a
the Brand Promise
Purchase Moment
Innovation
Experience
The consumer may
engage in the big idea
through the telling of
the Brand Story
GRAYS
Guilt free pleasure
gourmet cookies
2
5
1
3
4
Grays Cookies were
created with a bit of luck
Gray’s Cookies is based
on a 40-year-old family
recipe that had been used
for years in a local coffee
shop in Stowe Vermont.
Gray’s was a local favorite
and even among tourists,
famous for it’s Chocolate
Chip and Peanut Butter
flavors. No one realized it
was also a healthy treat—
low fat, low calories.
A taste of guilt
free pleasure
Consumer
GRAYS
Lemon creme
Guilt free pleasure
gourmet cookies
GRAYS
Peanut Butter
Guilt free pleasure
gourmet cookies
GRAYS
Ginger Bread
Guilt free pleasure
gourmet cookies
GRAYS
Cranberry Time
Guilt free pleasure
gourmet cookies
interaction with a
the Brand Promise
Purchase Moment
Innovation
Experience
The consumer may
engage in the big idea
through the telling of
the Brand Story
GRAYS
Guilt free pleasure
gourmet cookies
2
5
1
3
4
The consumer engages a brand at 5 main touch-points

• Create a simple brand promise that separates your brand from
competitors, based on being better, different or cheaper.
• Use your brand story to motivate consumers to think, feel or act, while
beginning to own a reputation in the mind and hearts of consumers.
• The moment of truth as consumers move through the purchase cycle
and use channels, messaging, processes to make the ﬁnal decision.
• Fundamentally sound product, staying at the forefront of trends and
using technology to deliver on your brand promise.
• Turn the usage of your product into an experience that becomes a
ritual and favorite part of their day.
A brand must organize itself to
deliver one brand experience that
aligns all 5 consumer touch-points
Brand Promise
Brand Story
Happy Experiences
The big idea organizes the brand across all 5 touch points.
Purchase Moment
Innovation Surprise

Big idea connects
and separate brand
from competitors
Use your brand’s
differences to move
consumers
Keep your brand
fresh and on top of
trends
Move consumers
through the buying
system
Experiences that
consistently over-
deliver the promise
Consumer
Big
Idea
The
Brand
Brand
Promise
Brand
Story
Happy
Experiences
Purchase
Moment
Innovation
Surprise
Positioning Advertising and
Communication
Product
Development
Selling and
Retail
Operations
and Culture
The big idea must inspire and align everyone who works behind the scenes of the brand.
We put a big idea as the bridge between brand and consumer,
to align everything around the 5 consumer touch-points

There is a natural evolution from product to brand as we go from
functional needs to emotional needs based on a big idea.
Product
Big Idea
Emotional
Needs
Brands start as a
PRODUCT solving
a consumers’
rational problem.
PRODUCT:
Special K is a
light tasting, low
calorie, cereal.
BIG IDEA:
Special K empowers women to
take Control and maintain their
healthy weight
Brands become a
BIG IDEAS, meeting
emotional needs, that
consumers feel.
Rational
Needs
Rational
Needs
You
sell
Create an
Identity
Execute sales
and marketing
Build an
experience
Build a
reputation

We make brands stronger • We make brand leaders smarter.
If the best brands evolve from
products into big ideas, why not
just start out with a Big Idea?

We make brands better.
We make brand leaders better.
The role of a brand is to create a
bond with your consumers, that must
lead to a power and proﬁt beyond
what the product alone could achieve.

People always ask me,
“Why does brand love matter?”
Brand Love

The more loved your brand is by your consumers,
the more powerful and profitable your brand will be.
Brand Love ProfitPower

1
Consumers move along Brand Love
Curve tightening their bond with brands
2
Consumers connect with big idea and
expect consistency at every touch-points
3 The tight consumer bond creates
brand power with key stakeholders
4 The brand power drives profit through
price, cost, share, market size
Promise Experience
Purchase
Moment
Innovation
Brand
Story
Consumer
Premium
Prices
Trading
Up
Lower
COGS
Efficient
Spend
Stealing
Share
Users to
use more
New
markets
Find new
uses
Brand
8 ways Marketers can drive more profits
Why does brand love matter? The more loved a brand is by
consumers, the more powerful and profitable that brand will be.
Channels
Competitors
New Entries
Suppliers
Media
Influencers
Employees
Consumers
Brand
Power
Big
Idea
Love It
Indifferent
Beloved
Like It

Acquaintances
Love
Friends
Forever
When we think about how our personal relationships with
people evolve and strengthen…
Relationships
Strangers

Indifferent
Love It
Like It
Beloved
We use the Brand Love Curve to get in the shoes of the
consumer and understand how they see your brand
Consumer
Unknown
The
Brand

Indifferent
Love It
Like It
Beloved
We use the Brand Love Curve to get in the shoes of the
consumer and understand how they see your brand
Consumer
Unknown
Satisﬁed
A logical, practical choice.
Begin to trust the brand. No
emotional bond or feeling.
Unfamiliar
Never saw brand before.
Must be new. I don’t know
anything about brand.
No Opinion
Don’t really see difference.
Confused or not interested.
Stick to current brand.
Crave It
Emotional choice, lifestyle
ﬁt. Great experience. One
of your favorite brands.
Part of a routine.
Brand Lovers
Self expressive, emotional
Rituals, memories built into
your life. Never switch.

As the brand moves to the beloved, demand becomes desire,
needs become cravings, thinking is replaced with feelings.
Beloved'Brands'Survey'Tracker'
©'Beloved'Brands'Inc.'''
It will do
Unfamiliar
Other Brand
Basic Needs
Easily Switch
Use It
Functional
Enjoy It
Rational
Random
Loyal
Emotional
Connected
Favorite
Routine
Un-relenting
Personal
Possessive
Outspoken
Ritual
BelovedIndifferent Like It Love It

Brands farther along the Brand Love Curve have a loyal following,
more power in the market and a better ﬁnancial performance.
Indifferent
Love It
Like It
Beloved
Consumer

The BRAND LOVE you generate transforms into
BRAND POWER that you can wield in the marketplace.
Brand Love Power

Here’s how a beloved brand can generate more
competitive power through Michael Porter’s model
Competitive
Rivalry
Power of
Buyers
Power of
Suppliers
Threat of
Substitutes
Threat of
Entrants
New Brands just can’t
break through the
emotional bond of a
beloved brand.
Consumers feel more
and think less. Desire
and crave. They become
brand fans who can’t live
without the brand.
Suppliers serve at mercy
of the beloved brand. High
volumes drive down costs
& margins. Suppliers build
completely around brand.
Channels are powerless
against beloved brand.
Consumers would switch
stores before brands.
Stores cannot stand up to
beloved brand.
Substitutes cannot match emotional bond that
the beloved brand has with their brand fans.
They have a monopoly on feelings.

The tighter the bond the brand creates with their consumers,
the more powerful that brand will be with all stakeholders
Consumers switch
stores before they
switch brands
Willing to cut costs
to be part of the
beloved brand.
Cannot duplicate
emotional connection
of the beloved brand
Struggle to break bond
and momentum the
beloved brand has
Proud, fully engaged,
motivated, outspoken
fans. Strong culture.
Outspoken brand fans
carry inﬂuence over the
purchase
All media (paid, earned,
search, social, home)
favor the beloved brands
Channels Competitors
New EntriesSuppliers
Media
Inﬂuencers
Employees
Outspoken fans
who think less and
feel more
Consumers
Brand
Power

The economics and accounting of how beloved brands
turn power into stronger growth and profit
Price&
Quan+ty&
Supply&
Demand'
Increased'
Demand'
$400$
$250$
10M$ 15M$
Driving demand gives your
brand the ability to drive
the price up, and higher
quantities gives better
economies of scale.
Profitability = Margin x Quantity
Prices ShareCosts Market SizeMargins Volume
Premium
Pricing
Trading
Up
Lower cost of
goods
Efficient
Program
Spending
Stealing
Competitive Users
Get loyal
users to use
more
Enter
new markets
Find new
uses

The 8 ways that Brands can use their power to drive more profit
1
Premium
Pricing
2
Trading
Up
3
Lower
cost of
goods
4
Efﬁcient
Program
Spending
5
Stealing
Competitive
Users
6 Get loyal users
to use more
7
Enter
new
markets
8
Find new
uses
Higher Prices
Higher Share
Lower Costs
Bigger Market
Higher Margins
Higher Volume

Beloved brands use brand LOVE and POWER to drive PROFITS with
increased prices, lower costs, share gains and entering new markets
Price
Costs
Share
Market Size
Premium Price
• Perceived quality allows you to
command price pricing
Trading up/down
• Take loyalists up to a better
premium-priced version of brand
Lower cost of goods
• Economies of scale and use your
power over suppliers.
Efﬁcient marketing
• Higher volume helps spend ratios,
use the media power.
Stealing Share
• Use brand momentum to gain
tipping point.
Higher usage
• Get loyal users to use more,
building routines/rituals.
Enter new markets
• Take brand idea to new products,
getting loyalists to follow.
Find new uses
• Increase the ways that your brand
can ﬁt into the consumers life.
Higher
Margins %
Higher
Volumes

The more loved a brand is by consumers,
the more powerful and profitable that brand will be
Brand Love ProfitPower

Passion matters.
Use passion in your
execution to become a
favorite brand of your
consumers. “I love it” is the
highest bar for great work.
Dare to be
different.
Brands need to
stand out as being
better, different or
cheaper. Or else,
they will not around
for very long.
Everything is about
the consumer.
Build everything that you do
around your brand’s Big Idea.
Big idea is what consumers connect with
first, then helping build a bond as each
touchpoint delivers that big idea
Break through focus.
Put your limited resources to
key breakthrough points that
help tighten the bond with
consumers, giving your brand
more power and profits.
1 2
3
Promise Experience
Purchase Moment
Innovation
Story
Consumer BrandBig
Idea
45
Process
Graphic
What
consumers
want
What your
competitor
does best
What
your brand
does best
Winning
Zone
Risky
Zone
Dumb
Zone
Dumb
Zone
You need to know them as
well as you know your
brand. Know the consumer
insights, enemies and
needs. Talk with consumers
about what they get and
how it makes them feel.
5 Vital elements needed to build a beloved brand

"Businesses come and go but
beloved brands make lasting
impressions and remain in your
heart. We give humans permission
to be and do the best they can.
Virgin builds companies around
the world that get into your heart.
We earn lasting loyalty and love
that you don’t normally see”
Richard Branson

Creating Brand Love
1
Dare to be different
Show Passion daily
Everything has to start with the consumer
Build around a big idea
Breakthrough Focus
2
3
4
5

1
Consumer Centricity: Everything
has to start with the consumer
Who is the most motivated to buy what you do?
Everything starts and ends with the Consumer in mind. Listen to your
consumers, build rich consumer insights by getting in their shoes to understand
their mindset and speaking in their voice as you work to represent them to your
brand. Instead of just asking which consumers you want, ask which consumers
want you so you can focus on those who matter the most to your brand.

• Instead of figuring out who you
want, focus on who wants you!!!
• Pick the target that is most
motivated by what you do.
Target
Everyone
Not
Not
A good target not only
decides who is in your target
but who is not in your target.
Not
Not
Everything starts with a focused customer target

Difference between ‘selling’ and ‘marketing’ target
Selling Target: Reactively sell to those who
engage and show interest in your brand, regardless
if they fit your ideal target. Do not spend your limited
resources as you have seen no signs that they’ll
respond enough to provide an efficient pay back.
Marketing Target: Focus your limited resources on
those consumers most motivated by what your brand
offers, those most likely respond to your brand story
and product offering, which then turns into the fastest,
highest return on investment and effort.
Program Target: Specific campaign target that you
hope to move to think, feel or do with your specific
marketing program.
Spreading your limited resources (financial, people, time) across an entire population
is cost prohibitive. While targeting everyone “just in case” might safe at first, it is
riskier because you never see the full impact of your effort to know if it worked.
Target
Consumer

Consumer Insights are little secrets hidden beneath the
surface, that explain the underlying behaviors, motivations,
pain points and emotions of your consumers.
Consumer insights are a competitive advantage that enable
brands to connect on a deeper emotional level, showing your
consumer that “WE GET YOU” so they stop and listen to your
brand’s promise, story, innovation and experiences that you
create along the pathway to becoming a beloved brand.

While  
PRODUCTS  
may solve small problems  
we didn’t even know we had…
…BRANDS
must heroically beat down the
enemies that torment us every day.

The mining for consumer insights
What we see
(observations)
What we read
(Facts/Data)
What we hear
(Consumer Voice)
What we sense
(Emotional Zones)
How it impacts them
(Life moments)
Look to find data breaks or trends
happening in the market, always
challenging and drawing conclusions,
using insight as an explanation point.
Observe consumer reactions through
Focus groups, product tests, ad testing,
market research studies or even direct
consumer engagements, fueling
consumer insight observations
Listen to the Voice of the Consumer
(VOC) that shows up with comments on
social media, brand reviews, market
research, listening for their word choices.
Need to understand
the emotional zone
that your brand
matches up to the
consumer needs and
look for interpretations
of their emotional
insights.
Map out the consumer’s
life and how your
consumer’s underlying
behaviors, motivations,
pain points and emotions,
drawing conclusions on
how their life impacts their
path to purchase.

What we see
(observations)
What we read
(Facts/Data) What we hear
(Consumer Voice)
What we sense
(Emotional Zones)
How it impacts them
(Life moments)
Consumers will attempt to
quit smoking on their own 7.2
times, before reaching for a
quit smoking aid.
Smokers become agitated, when
talking about smoking. You can see
how frustrated they are with their
failed attempts.
“I feel guilty that I can’t quit. I
know it’s expensive. But when I
do, I’m really not myself. I get so
irritable that I give up”
Each time I quit, I’m miserable. I take
it out on those around me, my friends,
my wife. I think they’d almost rather I
smoke than have to deal with me.
Consumers lack the
confidence to quit, and they
feel out of control when they
make an attempt to quit.
Insight Statement (Connection Point)
“I know I should quit. I’ve tried to quit so many times,
it’s ridiculous. I’m not myself, I’m grouchy, irritable
and feel out of control. Quitting Smoking Sucks.”
Consumer Enemy (Pain Point)
“I fear quitting smoking will bring out the
monster in me, tuning me into the worst
version of my personality.”
The mining for consumer insights

You will know you have the right CONSUMER
INSIGHT, when consumers stop and say
“I thought I was the only one who felt like that.”

At Beloved Brands, we promise to
make your brand stronger and your
brand leaders smarter.
We believe big ideas, focus and
passion matter, because the more
loved a brand is by consumers, the
more powerful and profitable that
brand will be.
We will challenge you to think
different, because the thinking that got
here may not get you to the next level.
Our Credo
Consumer Insights should be highlighted in everything you do
The best brand
communications has
consumer insights central
to the brand story, helping
establishes a unique own-
able positioning that
moves consumer to see,
think, feel, act or scream.
With consumer enemies and nights
brands can develop an INNOVATION
PLAN that uses a stage-gate process
to drive new ideas, concepts, testing,
launches through the system.
Using consumer insights
to build brand experience
by Influencing the
CULTURE by creating a
BRAND CREDO helping
to frame the purpose,
values and sets up the
service behaviors.
Turning consumer insights
into shopper insights allows
the brand to Influence the
PURCHASE MOMENT with
channels, merchandising
and e-commerce

We summarize our great work into a Consumer
Target Profile that can be used in everything we do
Target
Consumer
Target Name Pro-Active Preventers
Target
Description
• Suburban working women, 35-40, who are willing to do whatever it takes to stay healthy.
They run, workout and eat right. For many, Food can be a bit of a stress-reliever and escape.
Their needs • Great tasting food, satisfy craving, healthy choices, maintain weight.
Their enemy • Guilt, failure, out of control diet, temptation.
Insights that
tell their story
• “I have tremendous will-power. I work out 3x a week, watch what I eat to maintain my figure.
But we all have weaknesses and cookies are mine. I just 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.”
What do they
think now?
• I have only recently heard of Gray’s Cookies. I’ve tried them a few times and did like them. I
wouldn’t say I use them all the time.
How are they
buying?
• Most have been influenced by friends who have tried. Those who are buying, still do so less
frequently than their normal favorite cookies. The household has yet to adopt the product.
The mom uses it when she’s trying to diet.
We want them
to think/feel/do
• See: Get noticed so consumers are aware of Gray’s, see it on shelf, see actual product.
• Think: Gray’s might be a healthy alternative to my favorite cookies.
• Do: Try Grays to see if they like the great taste.
• Feel: Feel more in control with Gray’s as part of their routine, feeling less guilt.
• Scream: Tell their friends they are using, and the success they are having.

The ways of the modern consumer have changed,
impacting what it takes for brands to win.
In today’s Marketing world, Brand Love is the new currency.
The best brands build their growth with a base of loyal brand fans.
The consumers in today’s world now see 7,000 brand messages per day, far too many for their
brains to handle. They filter out the irrelevant advertising and gravitate only to those brands that
capture their minds and their hearts. Consumers are constantly distracted—working, walking,
talking, texting, driving, searching and clicking—rarely doing one thing at a time.
Consumers are tired of being burned by faulty brand promises. Their instinct is to doubt first,
test second, and at any point they are willing to cast aside those brands that do not live up to
their original promise. They stay loyal to brands that speak directly with them and those that
offer the most amazing experiences that exceed their expectations.
Consumers take control of the buying process, literally at their finger tips. They feel empowered
knowing that they matter more than they ever have before. Right in the moment, they openly
voice their pleasure and displeasure to their friends, empowered knowing the influence they
bring. Consumers may explore rationally, but engage emotionally with brands they believe in.

2
To be successful, Brands have to be better, different,
cheaper or else they will not around for very long
Dare to be different

Define a focused consumer
target profile with insights,
enemies and buying patterns.
Use our
Benefits
Ladder to
move from
features to
rational and
emotional
benefits
We will help you define your brand, with a simple, unique,
motivating and own-able Brand Positioning Statement.
2
5
1
Use our benefit cheat sheets to
understand the Functional and
Emotional benefits you can own.
3Benefits Ladder
4
Determine
your winning
zone, where
your brand is
better,
different or
cheaper.
Winning
positioning
statement that
is unique, own-
able motivating
to consumers
Brand
Positioning
Building a winning brand positioning statement
To
(Target)
• Healthy proactive preventers who want
to do more for their health, working
moms, who are 35-40 years old.
Gray’s is the
(Category)
• Tasty healthy cookie option
That is the
(Benefit)
• Guilt free cookie that tastes so good
that you can stay in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched the
leaders on taste, but only 100 calories
and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a desert were
able to lose 5-10 pounds.
1
2
3
4
Consumer Target
Product features
Functional benefits
Emotional benefits
Works
betterFunctional
Benefits
Simplify
Life
Make
Smarter Make
Healthier
Saves
money
Helps
family
Sensory
Appeal
Stay
Connected Experience
Seek
knowledgeFunctional
Benefits
Stay in
control
Feel
myself Feel
comfortable
Feel
optimistic
Feel
free
Get
noticed Feel
liked

What
consumers
want
The ideal space for your brand to PLAY matches up what
consumers want with what your brand does best
What
your brand
does best
The first step is to match up what your consumers want with what your
brand does best After defining your target market, you should begin by
matching up your target market’s need states against your brand assets.
Match Up
the consumer wants to
your brand assets

What
consumers
want
What your
competitor
does best
What
your brand
does best
Winning Zone:
your brand’s clear
difference matters to
consumers
The ideal space for your brand to WIN is where ONLY your
brand can match up to what the consumer wants

What
consumers
want
What your
competitor
does best
What
your brand
does best
Losing Zone:
When competitor
meets consumers
needs better than you
Risky Zone:
Win with speed,
emotion or
innovation
Dumb Zone:
Competitive battle
where consumer
does not care
Winning Zone:
Your brand’s clear
difference matters
to consumers
To be successful, brands have to be better, different, cheaper…
or else they will not be around for very long.

What
consumers
want
What your
competitor
does best
What
your brand
does best
How can marketers impact a winning positioning
Amplify your strength:
Make what you do
seem bigger than it
really is, to make it
more important or
more interesting.
Diminish competitors:
Make what they do seem
less important,
interesting or turn it into
a weakness.
Focus on the winning zone where you
are better than your competitor.
Extrapolate the importance or interest
of your main benefit, to ensure it is
unique, own-able and motivating to
consumers, while diminishing what
your competitor does best.
Brand
Positioning

What
consumers
want
What your
competitor
does best
What
your brand
does best
Strategy is to dominate the win and the tie
Make what you do best
seem more important
and more interesting
to consumers
Brand dominance comes
when you even shut
competitors out where there
is a tie. Win on power,
innovation, speed or
emotional connection.
Usually the tie is where the
most ambiguous brand fights
happen. A power player can use
their dominance to invest in
R&D, media, consumer insights
or assessing weaknesses in
order to win the tie.
Power
Player

Set your brand up as the best solution, while moving
your competitor outside of what consumers want
Turn your competitor’s strength
into a weakness, pushing them
outside of what consumers want,
while creating a new consumer
problem for which your brand
becomes the solution
What
consumers
want
What your
competitor
does best
What
your brand
does best
Amplify what your
brand does best to
drive involvement
and importance
Reposition the Power
Player competitor
turning their strength
into a weakness,
outside what
consumers want
Challenger
Brands

Brands that are so different, they are alone
As you draw consumers to
the new space, you pull
consumers away from
current competitors,
leaving them unattached to
consumers needs.
Island
Brands
What
consumers
want
What
competitor B
does best
What
your brand
does best
What
competitor A
does best
Push competitors
away so they feel
out of touch with
consumer needs.
Very different game
changing response
to satisfy changing
consumer needs

Rebel “Craft” Brands: Better to be loved by a few
What
consumers
want
What your
competitor
does best
What
your brand
does best
Avoid competing
directly with the
market leaders.
Small
Niche
Own a small
niche far enough
away from the
competitors.
Rebel
Brands

Lost in the middle without a point of
difference or connectivity with consumers
What
consumers
want
What your
competitor
does best
What
your brand
does best
Cluttered Brands
are lost brands, with
no defined point of
difference, nothing
to own, nothing that
connects.
Cluttered
Brands

Target and insights What do consumers want?
Product features What does your product do?
Functional benefits What do consumers get?
Emotional benefits How does that make them feel?
Consumers
Define target, need
states, enemies
and insights.
Functional
In the consumer’s
voice, answer, “So,
what do I get?”
Consumer Benefits Ladder
Features
Product-focused
strengths, claims,
differences or
unique offerings.
Emotional
Look at rational
benefit, asking,
“So how does that
make me feel?”
1
2
3
4

The four elements of a Brand Positioning Statement
To
(Target)
• Who is in the consumer target? What slice of the
population is the most motivated to buy what you do?
Your brand is the
(Category)
• Where do you play? What is the frame of reference
that helps to define the space in the marketplace that
you compete in?
That is the
(Benefit)
• Where do you win? What is the promise you will make
to the consumer target, thinking about the main benefit
(rational/emotional) you are promising to deliver?
That’s because
(Support Points)
• Why should they believe us? What support points
help to back up the main benefit?
1
2
4
3

Building a winning brand positioning statement
To
(Target)
• Healthy proactive preventers who want
to do more for their health, working
moms, who are 35-40 years old.
Gray’s is the
(Category)
Tasty healthy cookie option
That is the
(Beneﬁt)
• Guilt free cookie that tastes so good
that you can stay in control of your health
That’s
because
(Support Points)
• In blind taste tests, Gray’s matched the
leaders on taste, but only 100 calories
and 3g of net carbs.
• In a 12-week study, consumers using
Gray’s once a night as a desert were
able to lose 5-10 pounds.
1
2
3
4

3
Use your brand’s Big Idea
to drive Brand Love
The Big Idea connects consumers at every touchpoint
forming a tight bond, while reflecting the inner soul of
your brand and desired external reputation.

What is your brand’s
shout from the mountain?
What is your
brand’s Big Idea

Brand
Soul
A brand ﬁnds equilibrium when the brand soul,
big Idea and reputation are all the same.
Big
Idea
The soul is why you get up in the morning to do what you do. We use the
Big Idea to express the soul to the marketplace. The result of a consistent
expression and management by everyone who touches the brand, is to
create a brand reputation that ends up being a perfect match for the soul.

Brand’s
Big Idea
We will help create a Big Idea that will transform your internal
brand soul into a winning external brand reputation.
The Big Idea helps
simplify the brand message
as an outward expression of
the inner Brand Soul
We make brands stro
We make brand leaders sm
Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Brand
Positioning
Advertising and
Communication
Product
Development
Selling and
Retail
Operations
and Culture
Consumer
The
Brand
Big
Idea
Drive consistency using the brand’s Big Idea to show
up the same way at all 5 consumer touch-points
Consumers have 7
seconds to connect
with a brand’s Big Idea
A brand ﬁnds its equilibrium when the Big
Idea impacts a brand reputation to
perfectly match up to the Brand Soul
Soul Reputation=
Based on their personal
experiences, consumers
form a reputation they
spread to others.
1
2
3
4
5
=Big Idea
Brand
Soul
Consumer

What creates the bond between the
consumer and the brand?
Consumer
The
Brand

Consumers ﬁrst connect with the brand’s BIG IDEA,
which should be an outer reﬂection of the BRAND SOUL
Big
Idea
BIG IDEAS that help simplify brand messages that makes it easily understood and
remembered. The idea must be unique, own-able and motivating. It must gain a
quick entry, be layered easily and have longevity over the life of the brand.
Consumer
The
Brand

7 second brand
60 second brand
30 minute brand
Lifetime brand
Decision
Point
Experience
Point
Entry
Point
Testing
Point
A BIG IDEA for your brand ensures consistency in the consumers
mind as they notice, test, decide and experience the brand.
Consumer

Modern consumer world sets up case for a Big Idea
After decades of being
burned by false promises,
modern consumers are
naturally cynical and
constantly doubting
brands. They test the brand
by asking detailed questions.
7 second brand
60 second brand
In today’s crowded
branded marketplace, the
modern consumers see
7,000 brand messages a
day. The fastest thing our
brains do is reject
brand messages.
Modern consumers
like to take control
over their buying
process as they move
from consideration to
search and ﬁnally to a
purchase moment.
30 minute brand
Lifetime brand
As the modern consumer
experiences the brand,
they either accept or reject
the promise. Consumers are
more loyal to brands they
share a common purpose
and shared values.
Brands need to move
with consumers
through to the
purchase moment
Brands need to
create
experiences
that match the
brand story
Brands need an
entry point to gain
permission to the
consumer’s brain.
Brands need a solid
story that closes off
any doubts
consumers may have
Can you describe your brand to CONSUMERS in 7 seconds, 60 seconds, 30
minutes and over the lifetime of the brand, always telling the same story?
1
2
34
Consumer

Complex brand organization affirms case for Big Idea
The people of an
organization deliver the
brand story, innovation,
purchase moment and
experience Together, they
create a bond with
consumers. Everyone needs
a common understanding and
talking points of the brand.
7 second brand60 second brand
The organizational
support behind
brands can be
complex. Various
departments have
differing motivations
and misaligned goals.
Organizations need to
break down silos to
ensure various groups
move in the same
direction, each with
unique solutions that line
up with other groups
30 minute brand
Lifetime
brand
It is the culture of the
organization who deliver
the experience the
brand. People are the
face of the brand, and
will be the source of
creating loyalty with
consumers
Brands need a
plan that gets
everyone on the
same page with
strategics, tactics
and project plans.
The culture under the brand is
quickly becoming the new product
that consumers connect with.
Brands need an
internal beacon to
rally the motivations
of their employees
Brands need to lay
out the detail so
everyone can know
the impact they have
Can you describe your brand to YOUR TEAM in 7 seconds, 60 seconds, 30
minutes and over the lifetime of the brand, always telling the same story?
1
2
3
4
The
Brand

Nike’s Big Idea
Nike pushes your
athletic boundaries
beyond what you
thought was
possible
Amazing slogan.
But not a big idea.
Big Idea focuses entire organization,
from what type of shoes you make,
who you hire, how you design stores
to the “Just Do It” slogan.
A slogan never drives your brand strategy.
The brand strategy drives your slogan.

Apple
makes technology
so simple that
everyone can be
part of the
future.
Can you explain your brand in 7 seconds?
Special K
inspires and
empowers women
to take control and
maintain their
healthy body.
Starbucks
provides a personal
moment of escape
from a hectic life,
between work
and home.
Rolex stands
for performance
and prestige.
Assembled with
scrupulous attention
to detail to meet the
most exacting
standards.
BIG IDEAS that help simplify brand messages that makes it easily understood and
remembered. The idea must be unique, own-able and motivating. It must gain a
quick entry, be layered easily and have longevity over the life of the brand.
7 second brand

SIMPLICITY
Once you have found your 7 second brand, can
you narrow it even further to the 1-second brand?
EMPOWER MOMENTS PRESTIGE
1 second brand

Products &
Services
Consumer
Reputation
Brand Role
Internal
Beacon
Big
Idea
Brand
Character
The Big Idea blue print model to help come up
with your brand’s Big Idea
Internal ViewExternal View
The Bridge

Big Idea Blueprint
Focused point of difference that your
brand can win on, because it meets
consumer needs, while separating
your brand from competitors.
Products & ServicesConsumer Reputation
Desired outward reputation of the
brand, that attracts, excites,
engages and motivates consumers
to think, feel and purchase.
Brand Role
Internal rallying cry that reflects your
purpose, values, motivations helping
to inspire, challenge and guide the
culture, including everyone’s focus
and daily behaviors.
Internal Beacon
The link between consumer and brand,
reflecting the way we service, support
and enable our consumers to ensure they
make the most of our brand offering.
Big Idea has to
accurately express the
brand’s soul, so it is
simply understood,
engaging, own-able and
moves consumers to
purchase.
Set of emotional characteristics,
and personality traits that help
consumers connect passionately
and identify with the brand on a
deeper self-reflective level.
Brand Character
Internal ViewExternal View
The Bridge

Delicious, low carb, low
calorie cookies that help
controls hunger and replace
their favorite cookie.
Products & ServicesConsumer Reputation
The fresh face in the cookie
aisle, known equally for health
as it is the great taste. And I
won’t feel guilty eating them.
Brand Role
Healthy doesn’t have to
taste bad. We need to
make healthy, low carb
cookies that never settles
on taste.
Internal Beacon
Gray’s is the helping hand that allows
people to control their cravings and
maintain their weight.
GRAYS are the
best tasting yet
guilt free pleasure
so you can stay in
control of your
health.
Optimistic, feel good, and
motivated, helping to stay in
control, and knowledgeable
about the choices I make.
Brand Character
Inspire yourself to come up with a
Big Idea that summarizes everything
Using the 5 areas to inspire you, try to write a summary Big Idea

• Create a simple brand promise that separates your brand from
competitors, based on being better, different or cheaper.
• Use your brand story to motivate consumers to think, feel or act, while
beginning to own a reputation in the mind and hearts of consumers.
• The moment of truth as consumers move through the purchase cycle
and use channels, messaging, processes to make the ﬁnal decision.
• Fundamentally sound product, staying at the forefront of trends and
using technology to deliver on your brand promise.
• Turn the usage of your product into an experience that becomes a
ritual and favorite part of their day.
Align all 5 consumer touch-points
under the brand’s Big Idea
Brand Promise
Brand Story
Happy Experiences
The big idea organizes the brand across all 5 touch points.
Purchase Moment
Innovation Surprise

Big idea connects
and separate brand
from competitors
Use your brand’s
differences to move
consumers
Keep your brand
fresh and on top of
trends
Move consumers
through the buying
system
Experiences that
consistently over-
deliver the promise
Consumer
Big
Idea
The
Brand
Brand
Promise
Brand
Story
Happy
Experiences
Purchase
Moment
Innovation
Surprise
Communication
Product
Development
Selling and
Retail
Operations
and Culture
The big idea must inspire and align everyone who works behind the scenes of the brand.
The big idea is the bridge between brand and consumer,
aligning everything around the 5 consumer touch-points

Take control of your
weight by replacing
your favorite snack
with Grays.
Real life stories that
show women living
“All the pleasure.
None of the guilt.”
We never sacriﬁce
on taste so you won’t
have to sacriﬁce
your cookie.
Interrupt purchase
routine to set up
Grays as the better
alternative.
Celebrate weight
loss results to
empower you to stay
in control.
Consumer Grays
are the best
tasting yet
guilt free
pleasure
Brand
Brand
Promise
Brand
Story
Happy
Experiences
Purchase
Moment
Innovation
Surprise
Communication
Product
Development
Selling and
Retail
Operations
and Culture
The big idea is the bridge between brand and consumer,
aligning everything around the 5 consumer touch-points

Big
Idea
Sub Brand
Campaign
Sub Brand
Campaign
Sub Brand
Campaign
J F M A M J J A S O N D
TV TV TV
Facebook
Event Event Sampling
Digital Twitter
In Store Displays
PR PR
Facebook FacebookWeather Twitter YouTube
Master Brand
Anthemic
Campaign
The Big Idea should guide the
Creative Idea that can set up
the advertising for the master-
brand ads as well as sub
brands or promotional ads…
…the Big Idea should guide the Media
Plan with a balance of how to execute
the master brand advertising with sub
brands, and promotional ads.
Creative Idea
Big Idea should organize a consistent delivery of the marketing
execution, driving the creative execution and media plan
Creative Execution Media Plan

Social Media Home PageEarned Media SearchPaid Media Purchase MediaExperiential
Make brand
newsworthy
to help
decisions.
Enlist lovers
as advocates
to influence
others.
Tell brand story
in own-able,
breakthrough,
moving way.
Help
consumers
make smarter
decisions.
Knowledge,
influence to
close the sale
or sell brand.
Bring brand to
life to replicate
ideal brand
experience
Manage
consumer
through entire
purchase cycle.
Big
Idea
Align all marketing execution under the Big Idea
Consumer The
Brand

Consumer
Big
Idea
Experience
Delivery
Problem
Solvers
Customer
Service
Top-to-top
servicing
Sales Team
Back room
team
ShippingR&D
Brand
Communication
Everyone who works behind the scenes of the brand should be inspired by the Big Idea.
They should know their role is in delivering that idea to consumers and customers.
Customer
The
Brand
Big Idea organizes the culture and internal messaging to ensure
everyone meets the needs of both consumers and customers

Customer
Big
Idea
External story
of the brand which creates
a position in the mind/heart
Internal story
of the brand which creates
the customer experience
Logo/Packaging
Sales Materials
Communications
Values/Culture
Innovation
Service
The external and internal story
are of equal importance to the
experience you create.

Brand
Story
Brand
Positioning
Strategic
Plan
Retail
Selling
Organization
Culture
Driving
Profits
Vision&
Purpose&
Goals&
Key&
Issues&
Strategies&
Tac7cs&
Calendar&
Budget&
Target&
Insights&
Consumer&
Enemy&
Features&
Ra7onal&
Beneﬁts&
Emo7onal&
Beneﬁts&
Statement&
Winning&
Concept&
Social&
Media&
Digital&
Look&and&
Feel&
Communica7ons&
Strategy&
Brief&
Crea7ve&
Idea&
Paid&
Media&
Earned&
Media&
Trends&
Direct&
Interac7on&
Voice&of&
Consumer&
Consumer&
Experience&
Consumer&
Insights&
Behaviors&
Talent&
Hiring&
Training&
Values&
Revenue&
CAGR&
P&L&Mgmt.&
COGS&
ROI&
Priori7es&
Investment&
Forecasts&
Share&
Data&
NPD&
Produc7on&
PorOolio&
Mgmt.&&
R&D&
Plan&
Brainstorm&
NPD&
Investment&
Launch&
Plan&
Customer&
Priori7za7on&
Key&Accounts&
Distribu7on&
In&store&&
Message&
In&store&
Experience&
Buyer&
Rela7ons&
Budget&
Home&&
Media&
Consumer
Focus
Program&
Tracking&
Pricing&&&
Promo7on& Customer&
Analy7cs&
Program&
Budgets&
Org&&
Structure&
Leadership&
Mo7va7on&
Brand&Story&
NPD&
Research&
Product
Innovation Diagnos7c&
Tracking&
Our&&
Consumers&
Service&
Systems&
Service&
Values&
Media&&
Customer&
Innova7on&
Claims&
The!
Big Idea!
Big Idea should drive every part of your organization
Big
Idea

Indifferent
Love It
Like It
Where your brand sits on the Brand Love Curve should
influence your innovation strategy
Consumer
Focus on the product innovation, with a big idea that can explain and organize each
consumer touch point. Go after leading trend influencers in that market, who already see
problem and will be the most motivated by what your brand has to offer. Early wins among
early brand lovers will help fuel momentum. It will intrigue early adopters to follow.
Use the innovation to separate yourself from competitors, to extrapolate the
problems, gaps or frustrations consumers see in mass brands. This sets up
your brand as the only solution. Increase investment in brand communication
and the purchase moment to tighten the bond with an early group of brand
lovers who can be used to influence the broader consumer base.
Use innovation to create experiences and become part of the
consumer’s life. Layer in emotion and explore peripheral products
around the routine to turn repeat usage in life rituals. Invest to stay
ahead of any challenger brands. At this stage, you can use your
connection with a loyal base of brand lovers to enter new categories to
extend the brand's big idea across a bigger portfolio of products.
Extend brand beyond core product. Use innovation to surprise and
delight the most base of brand lovers. Attack potential gaps in the
current offering with product improvements. Continue to perfect the
entire portfolio to gain an equal strength across most product lines.
You want to be able to use your brand lovers to have them satisfy all
their needs through your brand.
Beloved

Brands evolve from an innovative rebel to a mass power player
Rebel Brand
Power Player
Island Brand
Challenger Brand
Focused on trend
influencers, who are
frustrated by status
quo. The brand must
own a small niche far
enough away from
competitors. High risk
marketing to break
through clutter.
Layer in early adopters to
a whole new space, which
pushes away current mass
competitors, leaving them
unattached to meeting the
consumer’s needs. Focus
on driving passion, to be
loved by a few, rather than
tolerated by many.
With momentum, early
mass consumers follow.
You focus on turning the
leader’s strength into a
weakness, pushing them
outside of what consumers
want,while setting up your
brand as the solution
Become loved by many,
the choice of the mass
consumers, even at risk of
early brand lovers moving
on. Crucial to live up to
original brand promise and
brand soul, while playing to
a larger audience.
Trend Influencers
Early Adopters
Early Mass
Mass Audience
Types of Consumers

Breakthrough brands must be so different to create desire
among a core audience, you risk alienating a bigger audience
At the rebel stage, you must take a high risk, high reward chance on who you will be. At
this early stage, the brand should not worry about the mass audience, because most times,
they will naturally resist ‘brands that are very different’ as they do not yet see the problem.
Playing it safe will be your own destruction. Later on, the mass consumers will follow ‘trend
leaders’ who not only identify new solutions, but will eventually use their influence to create
new problems in the mass audience. Please never use the word "alienate" when
determining your target market. You should naturally alienate those who are not yet
ready. Not only does a great brand say who it is for, it should equally say who it is not for.
Not only does a great brand say who it is for, it should equally say who it is not for.
Love HateZone of mediocrity
This is good This is goodThis will meet certain failure

Breakthrough brands must be so different to create desire
among a core audience, you risk alienating a bigger audience
At the breakthrough stages, a great brand should target a tight audience who have
potential to fall in love with the brand. It should not worry about the mass
audience, because they resist ‘different’ at first, but follow ‘trend leaders’ later on.
Not only does a great brand say who it is for, it should equally say who it is not for.
Love HateZone of mediocrity
This is good This is goodThis will meet certain failure
“If people don’t either love or hate your
work, you haven’t done anything.”
Tinker Hatfield
Designer, Air Jordan

Continuous generation of
ideas to build a war-chest
of potential solutions to
meet consumer needs.
Assess opportunities using
criteria: breakthrough, own-
able, strategic ﬁt, consumer
motivation, potential size.
Plan your Product Innovation
Identify New
Opportunities
Build Innovation
Pipeline
Go-to-market
launch Plan
2
3
Build out potential concept
to test breakthrough, own-
ability and sales potential.
Build robust innovation
schedule with volumetrics,
investment, sourcing and
production timeline.
Stage-gate decisions to
approve execution plans
and milestones from
production to launch.
4
5
6
Backend plan includes
ﬁnal naming, logos,
packaging, production
and channel plan.
Build marketing support;
advertising, presentations,
in-store support.
Hand over to launch
team, including marketing,
sales, operations.
7
8
9
Observations and
Identifying trends and new
consumer need states
1
Winning
ideas go
to market
Move best
ideas to
testing
Marketing
Execution

4
Focused strategic thinking
Focusing your limited resources to strategic breakthrough
points, moving consumers along the brand love curve
towards your vision.

Strategic thinkers see the right questions before
they look for answers. Intuitive thinkers see
answers before they even know the right question.
Brand Leaders need to be both, being able to change the
speed of their brains for the right situation and moment.
Move your brain slowly on strategy and quickly with execution.

The 8 elements of smart strategic thinking
Break through point where
you see a shift in
momentum towards your
vision. Proof to everyone
this strategy will work.
Aspirational stretch goal
for future, linked to a well-
defined goal purpose. It
should scare you a little,
but excite you a lot.
Turn the early win into
tipping point where you
achieve more in return
than you put in.
Shift in positional power
that allows you to
achieve your vision.
Seize opportunity
quickly before others
react or it is closes.
1
3
4
5
6
7
8
Visionary
Early Win
Speed
An opening in the
market, based on a
potential change in the
market (consumer
needs, technology
change, new channels)
Leverage
Gateway
Align your limited
resources to a
distinct point you
can break through
getting you on a
path to your vision.
Opportunity
Strategic
Thinking
Questions2
Must ask the right
questions that frame
the issues in the way
of achieving the
desired vision

What is the current business
situation your brand faces?
How tightly connected is
your Consumer to your brand?
What is the core strength
your brand can win on?
How important is the decision
and how involved are consumers?
Product Story Experience Price
Power
Player Challenger
Island
Brand
Rebel
Brand
High
Profile Indulgence Commodity Essential
Indifferent Like It Love it Beloved
Keep It
Going Fix It Re-Align Start Up
What is your current
competitive position?
3
1
5
4
2
5 questions to challenge your 360-degree strategic thinking
For each question, force yourself to pick one option only

Marketers always face
limited resources…
Target Market
Brand Positioning
Strategic Options
New Product Ideas
Execution Activities
Financial Time
People Partnerships
…as they deploy against an
unlimited list of choices
We need to make decisions to limit the choices to match the
limited resources we can deploy against those choices.

When Marketers come to a decision point that
requires focus, they try to justify a way to do both.
Strategic thinkers never DIVIDE and conquer out of fear.
They force themselves to make choices to FOCUS and conquer.
Don’t tell yourself that you are
good at making decisions if you
come to a decision point and
you always choose BOTH.
The best brand leaders force
themselves to focus by using
the word “or” more than they
use the word “and”

When you focus, 5 amazing things happen to your brand:
1. Better return on investment (ROI)
2. Better return on effort (ROE)
3. Stronger reputation with a key target audience
4. More competitive, owning a winning position
5. More investment behind brand


• In 2003, Starbucks creates their own recording company,
winning 8 Grammy’s 2 years later. In 06, they launched their
own movie, started partnership with William Morris to scout
for music, books, films. Opens “entertainment” office in LA.
• By 2008, Starbucks cuts 18k jobs, closes 977 stores, sales
down 7%. Stock price falls to $7.83, down from $39.63 in
2008. The brand was in a complete free fall. People
wondered “Is it the next Benetton?”
• How did Starbucks refocus? They rebuilt everything back
around the coffee routine. They closed their stores for an
entire day to re-train every barista. They created snacks and
pastries to gain more share of requirements around coffee,
launched sandwiches to stretch the coffee routine to lunch
and created new versions of coffee to deepen love affair with
the most loyal users.
Is this a good strategy or bad?
Starbucks loses focus only to regain it.
Case
Study

Starbucks and the 8 elements of
smart strategic thinking
1
3
4
5
6
7
8
Visionary
Early Win
Speed
Leverage
Gateway
Opportunity
Questions2
How do we build smartly
around the coffee
experience to drive
significant growth of same
store sales?
New products improved
perception that they were
innovative, successfully
connecting with most loyal
Starbucks fans, giving them
higher same store sales
Become a cherished
quick service food brand
that is a favorite moment
of the day. Be the
dominant coffee brand
Able to turn the morning coffee
routine into a breakfast/lunch
routine, allowing Starbucks to
focus on becoming a broad-
based meeting place.
No longer seen as just for
morning coffee, but rather an
escape at any point in the day.
Double-digit growth for 5 straight
years following the turnaround.
Starbucks closed every
store for a day to re-
focus on coffee, then
built out broader
portfolio around coffee.
With under-utilized retail
locations, relatively unused
past 11am, the broader
portfolio helps gain lunch/
dinner sales giving them a
higher share of requirements.
Focus everything around
the coffee ritual, look to
shift coffee routine to
lunch. Broaden portfolio
around coffee–deserts,
snacks, sandwiches.
Case
Study

• Vision: Cherished meeting place for all your quick service food needs
• Goals: Increase same store sales, greater share of requirements from Starbucks loyalists
• Key Issue: 1) How do we build smartly beyond the coffee experience? 2) How do we drive
significant growth of same store sales?
• Strategy: 1) Re-build the coffee experience by training all the Starbucks baristas to
emphasize how our people make the difference to get current brand lovers to use Starbucks
more often. 2) Enhance the Starbucks experience at lunch with innovative sandwiches and
snacks, to re-enforce the quality difference at Starbucks to enter the new lunch time market.
• Tactic: Re-train all baristas. Focus staff on creating experiences. Launch exotic refreshing
coffee choices, light lunch menu, increase desert offerings.
What would Starbucks Brand Plan look like
Strategic Lesson: Building everything around the
experience helped separate Starbucks from the pack.
Case
Study

Indifferent
Love It
Like It
Beloved
Unknown
Where your brand sits on on the Brand Love Curve
should guide your brand’s next strategic move
Get noticed so
consumers
see the brand
in a crowd
Establish brand
positioning in the
consumer’s mind
Magical experiences
that inspire brand
lovers to inﬂuence
their friends
Tighten bond
with your most
loyal brand lovers
Build a trusted
following with
each happy
purchase

Stand out so
consumers see
brand in the crowd
Establish brand
positioning in the
consumer’s mind
Build a trusted
following with each
happy purchase
Tighten bond with
your most loyal
brand lovers
Magical experiences
inspire brand fans to
influence others
1. Set up: production,
promise, advertising,
selling, experience.
2. Launch event: Build
hype and desire to
gain attention
3. Core message:
Amplify brand’s big
idea and consumer
benefit to target.
4. Find early lovers:
Build early trial
among those
already motivated by
what you do
5. Mind Shift: drive
new position or re-
enforce current
6. Mind Share: gain
more attention than
competitors
7. New News: launch
innovation to enter
consumers mind
8. Turnaround: focus
energy on gaps,
leaks. Use fix to
change minds.
9. Drive Penetration:
convince new
consumers to try
10. Drive Usage: get
happy consumers to
use more/differently
11. Build routine: get
happy consumers to
build a routine
around brand
12. Cross Sell: get
happy consumers to
use brand’s other
products/services.
13. Turn experience
in memories: link
brand with life
moments.
14. Maintain Love:
re-enforce brand
equities.
15. Deeper love:
consolidation or
broader usage
16. New Reasons to
Love: target most
loyal user.
17. Create magic:
surprise and delight
deep brand lovers.
18. Leverage Power:
drive growth and
profit from brand’s
source of power.
19. Attack yourself:
Close leaks and
improve before
competitor attacks.
20. Use loyalists to drive
awareness and
influence others
How the stages of the Brand Love Curve sets up 20
possible consumer strategies for your brand plan
Unknown Indifferent Love ItLike It Beloved

Analyzing where your brand sits on the Brand Love Curve
Indifferent Like It BelovedLove It
No opinion, low
interest, low
importance. Do not
care and have doubt.
Have never bought.
Have a basic idea
what brand stands
for, but have no
connection. See it as
ordinary, not different.
See brand as better,
High satisfaction,
loyalty and frequency.
Willing to recommend
to their friends.
Outspoken fans who
believes everything
about the brand
(product, experience,
service) is better.
Skinny brand funnel,
market share
squeeze, low
unaided awareness.
Low growth and
shrinking margins.
Low conversion to
sales, high percent
bought on deal, low
loyalty, strong private
label share. Programs
have low ROI
Robust brand funnel,
healthy tracking
scores, market share
gains, high share of
requirements. Can
enter new categories.
Dominant share, net
promoter scores,
usage frequency and
recommendations.
High growth and
profits.
Voice of the
consumer
Market
Indicators
Awareness
Consider
Purchase
Repeat
Loyal

Measuring brand love using brand funnels
• Brand funnels becomes thicker as the
brand becomes more loved. It’s not just
about driving particular numbers but about
moving them from one stage to the next.
• To drive TRIAL you need to gain
CONSIDERATION first (the brain) and
then you need to move the consumer
towards purchase and through the
experience. To drive LOYALTY (the heart)
you need to create experiences that
deliver the promise and use tools to
create an emotional bond with the
consumer.
• AWARENESS is never enough, anyone
can get that. But consideration is the point
you start to see that your brand idea starts
to connect and move the consumer.
Awareness
Familiar
Consider
Purchase
Repeat
Loyal

‘Leaky Bucket’ helps match the brand experience up to
the brand funnel to discover brand problems to address
Unaware Noticed Interested Bought Satisfied Repeater Fan Outspoken
I have never
heard of the
brand before.
I have heard
of brand but
do not know
much about it
I’m impressed
and will
consider
buying in the
future.
I recently
bought the
brand. Seems
cool. Hope I
made the
right decision.
I like it so far,
will likely buy
it again.
I have had
good luck
with brand
and will keep
buying it.
I’m a big fan
of the brand. I
own multiple
products and
love them all.
I love the brand
and I’m always
telling my
friends about it.
Your brand is not the one for
me. I’ll stick to my current
brand.
I have heard of the brand but I
was uncertain, so I went for
my more trusted brand.
I bought your brand but I
wasn’t satisfied so I won’t buy
it again.
I was a big fan, but the brand
hasn't kept up with technology
so I switched my brand.
Indifferent Like It Love It Beloved
Consumer
views
Reasons
for
rejection
Establish brand in the
consumers mind through high
awareness programs.
Focus on specific benefits—
both rational and emotional.
Improve product quality and
service innovation to get back
lost customers.
Focus on improving product
technology and build a VIP
program for long term users.
Plan for
closing the
leak

5
Using passionate execution
to create a beloved brand.
PASSION in execution creates breakthrough ideas that
surprise and exceed consumer expectations, becoming a
favorite brand of the consumers.

Creative Execution must amplify your brand story
and brand positioning into the marketplace, to
help connect with your consumers so they will
see, think, act or feel differently about your brand
than before they saw the message.

Media is a business investment that showcases
the creative execution of your brand story, to build
a bond your brand with consumers at the most
impactful and efﬁcient place, where they are most
willing to engage in your brand story. It only pays
back if it puts your brand on a pathway to
becoming more powerful and proﬁtable.

Promise Brand Story Innovation Purchase Moment Experience
Big
Idea
Brand
Positioning
Advertising and
Communication
Product
Development
Selling and
Retail
Operations
and Culture
Consumer
The
Brand
Innovation drives ideas, concepts,
testing, launches through system.Build culture to support
consumer experience
creating a brand credo
with purpose, values,
service behaviors.
2
4
3
1
CREATIVE(BRIEF((
1.""Why(Are(We(Adver3sing(
Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&&
2.#What’s(the(Consumer(Problem(We(are(Addressing(
I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer&
myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&"
3.((Who(are(you(talking(to?(
“Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to&
stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and&
escape&even&for&people&who&watch&what&they&eat.&&&&"
4.((Consumer(Insights(
L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But&
we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”&
L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to&
achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”&
5.(What(does(our(consumer(think(now?(
I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste&
that&good,&it’s&something&I&might&consider&as&a&snack.&&&
6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)(
We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&"
7.((What(should(we(tell(them?((S3mulus:((benefit)(
With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in&
control&of&your&health.&&
8.((Why(should(they(believe(us?(
In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and&
2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&&
9.((Brand(Posi3oning(Statement(
For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure#
so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a&
low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&
taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&
as&a&desert&were&able&to&lose&5lbs.&&&
10.((Tone(and(Manner(
Successful,&Mo>vated,&Reliable,&In&Control,&Natural.&
11.((Media(Op3ons(
Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry&
the&idea&into&digital,&social&media&and&a&microsite.&&&
12.((Mandatories(
The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole&
Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the&
12&week&study.&&&
Brief focuses creative &
media decisions on
positioning & strategy
5
Influence purchase moment
through channels, e-commerce,
selling and merchandising
At Beloved Brands, we promise to
make your brand stronger and your
brand leaders smarter.
We believe big ideas, focus and
passion matter, because the more
loved a brand is by consumers, the
more powerful and profitable that
brand will be.
We will challenge you to think
different, because the thinking that got
here may not get you to the next level.
Our Credo
Align execution to
focus on moving
consumers
through stages of
the buying system
Consumers connect with Big Idea
through 5 supporting touch-points
Consider
Satisfied
Buy
Search
Fan
Loyal
Repeat
Aware
6
The role of any marketing execution is to tighten the
bond with your consumers to drive brand growth
Marketing
Execution

Find the magic in the execution of a brand
All of our work is done through other people. Our greatness as a Brand Leader has to
come from the experts we engage, so they will be inspired to reach for their own
greatness and apply it on our brand. Brand Management has been built on a hub-and-
spoke system, with a team of experts surrounding the generalist Brand Leader. When
I see Brand Managers of today doing stuff, I feel sorry for them. They are lost. Brand
Leaders are not designed to be experts in marketing communications, experts in
product innovation and experts in selling the product. You are trained to be a
generalist, knowing enough to make decisions, but not enough to actually do the work.
Find strength being the least knowledgeable
person in every room you enter.

How clients can get better Marketing Execution
Brand leaders always want options, so they write a big wide brief
with many “strategic” options. But really, you want “creative”
options, not strategic options. You should write a very tight brief,
based on the strategy you decided on, before you even wrote the
brief. Slow down and let your strategic thinking prevail.
Give more freedom on execution
Control the brand strategy
Brand leaders try to control the outcome of the creative process so they
write a long list of mandatories in the brief, they try to steer the type of
advertising they want to see, or don’t want to see. You should allow the
creative process to unfold, as you always hold the power of decision.
Go faster with your instincts to not over-think great ideas.

Creative Marketing Execution people are “in the box” problem
solvers, not blue sky thinkers. The strategy is the box.
The idea of a creative brief
is to “create the right box”
• Creative people are motivated by the challenge
of the problem, more than the execution of a
simple solution. Give them a problem.
• The role of the brief is to create the right box,
enough room to move, but enough direction that
defines the problem.
The smaller the brief, the bigger the idea.
THE BOX

7 questions of a Brand Communications Strategy
Who is in the consumer target?
(Who is the most motivated to buy what you do?)
What are we are selling?
(What is your main benefit (rational/emotional)?)
Why should they believe us?
(Support points to back up what you say)
What’s the long range feeling the brand evokes?
(What is the Big Idea and Soul for the brand?)
What do we want the advertising to do?
(Strategic Choices)
What do want people to think, feel or do?
(Desired Response)
Where will you deliver the message?
(Media Plan)
1
2
3
4
5
6
7
Positioning
Brand Plan

Creative Brief
1. What is the objective?
2. What’s the consumer problem we
are addressing?
3. Who are you talking to?
4. Consumer Insights
5. What does our consumer think now?
6. What do you want your consumer to
think/feel/do?
7. What should we tell them?
8. Why should they believe us?
9. Brand Positioning Statement
10.Tone and Manner
11.Media Options
12.Mandatories
How the 7 questions of the Marketing Execution Strategy
sets up the Creative Brief
Who is in the consumer target?
(Who is the most motivated to buy?)
What are we are selling?
(What is your main benefit?)
Why should they believe us?
(Support points to back up what you say)
What’s the long range feeling the brand
evokes?
(What is the Big Idea/Soul for the brand?)
What do we want the advertising to do for
the brand?
(Strategic Choices)
What do want people to think, feel or do?
(Desired Response)
Where will you deliver the message?
(Media Plan)
1
6
2
3
4
5
7
1
1
1
5
5
2
1 4
4
4
31 2
7
3
5
6
6
4
6

Get Consumers
to THINK differently
about your brand
Build a trusted
following with each
happy purchase
Get Current Loyal
users to connect
emotionally and
LOVE you more
Create outspoken
loyal fans to whisper
to their friends on
your behalf
Head Heart Soul
Stand out so
consumers NOTICE
the brand in a
crowd market place
Eyes
Where your brand sits on the Brand Love Curve
should focus your team’s marketing execution focus
Think Do InfluenceSee Feel
Unknown Indifferent Love ItLike It Beloved
Happy Feet

Consider
Aware
Fan
Loyal
Repeat
Satisfied
Buy
Search
Awareness Ads
Invest in mass media to
establish position in
consumer’s mind
PR/Content/SEO
Use information to teach
those seeking to learn more
pre decisions
Retail/Home Page
Close the deal by separating
your brand from the
competitors at the last minute
during purchase moment.
Post Purchase Help
Create experience to re-enforce
promise, after sales help for new
users to get the most from the brand.
Love those who
love you most
Surprise & delight rewards
to drive ritual among your
most loyal users
Use emotions to
build frequency
Using reasons for usage
to turn into routine.
Leverage emotional bond
Drive repeat
Turn trial into an experience,
reward happy customers,
emotionally re-enforce reasons
purchase makes sense
Outspoken Army
Create club, leverage loyalists to
influence friends, especially
through social media
Use media choices to move consumers to see, think, do,
feel or influence as they move through the brand funnel
Consumer
Unknown
Indifferent
Love It Like It
Beloved

3
1
CREATIVE(BRIEF((
1.""Why(Are(We(Adver3sing(
Drive&trial&of&the&new&Grays&Cookies&as&“The&Healthy&Choice&to&Snacking”&brand&posi>oning.&&&
2.#What’s(the(Consumer(Problem(We(are(Addressing(
I’m&always&watching&what&I&eat.&&And&then&BAM,&I&see&a&cookie&and&I’m&done.&&As&much&as&I&look&aHer&
myself,&I&s>ll&like&to&sneak&a&cookie&now&and&then.&&"
3.((Who(are(you(talking(to?(
“Proac>ve&Preventers”.&Suburban&working&women,&35L40,&&who&are&willing&to&do&whatever&it&takes&to&
stay&healthy.&&They&run,&workout&and&eat&right.&For&many,&Food&can&be&a&bit&of&a&stressLreliever&and&
escape&even&for&people&who&watch&what&they&eat.&&&&"
4.((Consumer(Insights(
L&“I&have&tremendous&willLpower.&&I&work&out&3x&a&week,&watch&what&I&eat&and&maintain&my&figure.&&But&
we&all&have&weaknesses&and&cookies&are&mine.&&I&just&wish&they&were&less&bad&for&you”&
L&&“I&read&labels&of&everything&I&eat.&&I&s>ck&to&1500&calories&per&day,&and&will&find&my&own&ways&to&
achieve&that&balance.&&&If&I&eat&a&400&calorie&cookie,&it&may&mean&giving&something&up.”&
5.(What(does(our(consumer(think(now?(
I’ve&never&heard&of&Grays&Cookies.&&But&I’d&likely&need&to&try&it&and&see&if&I&like&it.&&If&it&really&does&taste&
that&good,&it’s&something&I&might&consider&as&a&snack.&&&
6.((What(do(you(want(your(consumer(to(think/feel/do?((Desired(Response)(
We&want&them&to&try&Grays&and&see&if&they&like&the&great&taste.&&"
7.((What(should(we(tell(them?((S3mulus:((benefit)(
With&Grays&Cookies&you&can&s>ll&have&a&great&tas>ng&cookie&without&the&guilt,&so&you&can&stay&in&
control&of&your&health.&&
8.((Why(should(they(believe(us?(
In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&taste,&but&only&has&100&calories&and&
2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&as&a&desert&were&able&to&lose&5lbs.&&&
9.((Brand(Posi3oning(Statement(
For&“Proac>ve&Preventers”,&Women&30L45,&Grays&Cookies&are&the&best&tas>ng&yet&guiltLfree&pleasure#
so&you&can&stay&in&control&of&your&healthy&lifestyle.&&That’s&because&Grays&combines&the&great&taste&in&a&
low&fat&and&calorie&sensible&cookie.&In&blind&taste&tests,&Grays&Cookies&matched&the&market&leaders&on&
taste,&but&only&has&100&calories&and&2g&of&fat.&&In&a&12&week&study,&consumers&using&Grays&once&a&night&
as&a&desert&were&able&to&lose&5lbs.&&&
10.((Tone(and(Manner(
Successful,&Mo>vated,&Reliable,&In&Control,&Natural.&
11.((Media(Op3ons(
Main&crea>ve&will&be&in&specialty&health&magazines,&event&OOH&signage&and&inLstore.&&Want&to&carry&
the&idea&into&digital,&social&media&and&a&microsite.&&&
12.((Mandatories(
The&line:&“best&tas>ng&yet&guiltLfree&pleasure”&is&on&the&packaging.&25%&of&Print&must&carry&the&Whole&
Foods&logo&as&part&of&our&lis>ng&agreement&and&include&the&Legal&disclaimer&on&the&taste&test&and&the&
12&week&study.&&&
Use our checklist to reach for your
gut instincts that might be
hidden away. Do not over-think.
We will teach you how to make smart decisions
throughout the creative process
Creative Brief
creates the box the
ad must play in.
Focused objective,
tight target, one
benefit, one desired
response.
Process
Graphic
Feedback memo
challenges and
tightens focus, gives
direction, without
giving specific
solutions. Create
new box with
problem for agency
to solve.
Keep team aligned and inspired
throughout complex process. Easy to
group-think out of a great idea or wiggle
away from original strategic intentions.
Ad
Ideas
2
5
The
Creative
Brief
4
Vision
Positioning
Big Idea
Strategy
Brief
Script
Ad
In creative meeting, stay
positive and big picture. Use
instincts to make decisions.
Represent your consumer.
Gut Instincts Check List
Do you love it?
Fits brand strategy
Motivates consumers
Creative idea
Attention
Branding
Communication
Stickiness
2
1
4
3
6
5
7
8

Smart but
not different
Solid strategy, but no
creativity. Will do OK, but
won’t break through clutter
to make a difference.
Smart and
different
Uniqueness helps break
through. Solid strategy
motivates consumers to
take action
Not smart and
not different
Brand is lost and floundering.
Conservative creative
against a weak strategy.
Different but
not smart
While creative, it misses
the strategy, wrong target,
message, desired
response or activities.
Smart
Not Smart
The same Different
Strategic
Creativity
Brand Leaders tense up when the creative gets “too different”
yet they should be scared when it seems “too familiar”

Concern
Strong on
motivation but
won’t get noticed.
Strong
Highly
motivating. Solid
breakthrough
Very strong
Strong
breakthrough.
Motivates action.
Weak
OK motivation but
weak on attention
Moderate
Solid on both
attention
and motivation.
Strong
Strong
breakthrough
Solid motivation.
Very Weak
Poor results
across the board
Weak
OK breakthrough
but weak
motivation
Concern
Strong break
through, weak
motivation
Advertising must break through clutter and motivate consumers
Motivateconsumerstobuy
Gain attention and consideration HighLow
High
Need a motivating
brand message
What you say matters,
as it must communicate and
stick with consumers.
Need a branded
breakthrough
How you say it matters,
as it must grab attention,
yet keep the brand part of it

Stickiness
Build a consistent experience over time to drive a
consistent reputation in the minds and hearts of
the consumer.
Communication
Tap into the insights of the consumer helps tell
the brand’s life story. Keep your story easy to
understand, not just about what you say, but how
you say it.
Branding
Tell the story of the relationship between the
consumer and the brand will link best. Even more
powerful are ads that are from the consumers view of
the brand. It’s not how much branding there is, but
how close the brand fits to the climax of the ad.
Attention
Get noticed in a crowded media world where
consumers see 7000 ads per day. If your brand
doesn’t draw attention naturally, then you’ll have
to force it into the limelight.
A
B
C
S
MOVEABLE
MESSAGING
(what you say)
BRANDED
BREAKTHROUGH
(how you say it)

Idea garners
breakthrough
ATTENTION
Idea
COMMUNICATES
main message
Idea puts
spotlight on
BRAND
Idea is memorable
and STICKS
over time
Big
IdeaA B
C S
The Creative Idea must
express the Big Idea
through the ABC’S
Creative
Idea
How the Creative Idea draws the attention, tells brand
story, communicates benefit and sticks.

Marketing decisions need both slow strategic
thinking and fast instinctual thinking
Think slowly with
strategy.
Think fast with
instincts.

New school Marketing uses loyal brand fans to
influence their network
Instead of a mass
market approach that
YELLS at every
potential consumer,
the most beloved
brands now
WHISPER to their
most loyal brand fans,
knowing they will help
to drive awareness
with influence to all
their friends.
Aware
Loyal
Purchase
Purchase
Old School Marketing New School Marketing
Loyal
Aware

Managing the creative process is like designing your kitchen. If you
hired a designer to re-do your kitchen, you need to leverage their
expertise, be open to new ideas, but make sure you can live in it.

Make
consumers
want what
you make
Make what
consumers
want

“I love it” is the best bar for making
great work. If you don’t love what
you do, how do you expect your
consumer to love your brand.
LOVE WHAT
YOU DO!
KNOW WHY
YOU DO IT!
Your greatest passion will come from
knowing why you do what you do.
Your purpose should consume,
energize, fuel and push you.
Brand Love sits where passion
meets purpose

Execute with passion
If you don’t love the work, how do you expect your
consumer to love your brand?

Case Study
How Apple uses the Big Idea to
organize every part of their brand


• In 1996, the Apple brand was bordering on bankruptcy. They were
basically just another computer company, without any real point of
difference. Years of overlooked opportunities, flip-flop strategies, and
a mind-boggling disregard for market realities caught up with Apple,
Windows 95 has seriously eroded the Mac's technology edge. Apple
was rapidly becoming a minor player in the computer business with
shrinking market shares, price cuts and declining profits.
• This was the year before even contemplating the return of Steve
Jobs, really showcasing how badly Apple was run through the 1990s.
They were making bad decisions with inconsistent strategies and
most importantly, there was no big idea for what Apple stood for.
• After Steve Jobs came into Apple in 1997, everything he did was built
around the big idea of "making technology so simple that everyone
can be part of the future." He took a consumer first approach in a
market that was all about the gadgets, bits and bytes.
Apple looked like it would not survive
Apple builds everything around their Big IdeaCase
Study

Products & Services Consumer Reputation
Brand Role
Internal Beacon Influencer Reputation
Apple uses surprising technology
that changes the world. We make
every product stylish, simple,
easy to use. Essential to stay at
the fore-front of technology.
At Apple, we are a consumer
driven company that starts with the
consumer experience and then
works back to the technology, to
eliminate consumer frustrations.
Apple
makes technology
so simple that
everyone can be
part of the
future.
Apple is an inspiring and
enabling coach that teaches you
easy ways to unlock modern
technology so you can avoid any
intimidation or frustration
At Apple, we think like consumers. We
make it so easy to use modern
electronics, so that you will feel smarter
and at the leading edge of technology
Product reviewers are long
time Apple fans, who see the
idea of simplicity, style and
design as key separators.
Brand
Soul
Apple’s Big Idea Blueprint

We think like
consumers, and
make everything
easy to use.
Technology should
not be frustrating.
We make it easy to
do more/get more.
Surprising leap-
frog technology
built around
simplicity
Allow consumers
to try, touch,feel
the products
without pressure.
Start with consumer
experience and
works back to the
technology.
Consumer Brand
Brand
Promise
Brand
Story
Happy
Experiences
Purchase
Moment
Innovation
Surprise
Communication
Product
Development
Selling and
Retail
Operations
and Culture
Apple used the big idea of “simplicity” as the bridge between brand
and consumer, to align everything around the 5 consumer touch-points
We make
technology so
simple that
everyone can be
part of the
future

Apple’s advertising expresses “simplicity”

All in one for
work &
creativity at
work or family
at home. The
original brand.
Do everything
anywhere.
Creative,
functional, with
durable,
portable.
Ubiquitous
connectivity to
your world. Mail,
phone, music,
photos.
iTunes, Apple
music, Beats
The fun of
music,
movies, books
Explore the
world of
entertainment,
social and
connectivity.
“Simplicity” aligns all the Apple product innovation
Home/Ofﬁce Portable SocialEntertainmentMobile

Straight out of the box.
No set up needed.
Apple allows everyone (from kids to
seniors) to experience computers.
Apple’s big idea of “simplicity” starts with the expected
consumer experience and works back to the technology
Integration helps
products work
together and
work the same.
Fully
integrated
Apple Care
Support.

Genius Bar where you
can get one-on-one
tech support
Training Courses for
any Apple products.
Take any Apple product on
a test drive or play around.
Accessories to
personalize Apple
products and
experience.
Apple’s store layout delivers “simplicity” at every
stage towards the purchase moment

8 elements of smart strategic thinking
1 3
4
5
6
7
8
Visionary
Early Win
Speed
Leverage
Gateway
Opportunity
Questions2
How do we strengthen and
leverage our bond with our
most loyal Apple users?
With each new product,
they used,high profile
launch hype to generate
excitement, transforming
early adopters into vocal
Apple activists to spread
the word.
Apple wants
everyone to be
part of technology
in the future.
Apple created a consumer bond
around the Big Idea of “making
technology simple” leveraging
tight connection with their brand
fans to enter new categories.
Apple is now the most
beloved consumer driven
brand, with premium
prices, stronger market
share, sales and profits.
Fast follower on
technology, making
easy to use, with
consumer-friendly
laptops, phones,
tablets.
Capitalize on the
consumer frustration with
technology, that was
preventing the mass
consumers from
experiencing everything
technology can offer.
Build everything around
simplicity and design. A
consumer first mentality to
technology, transform leading
technology into “consumer
accessible” technology.
Case
Study

Purpose
Strategy
Rough draft worksheet of the brand strategy
Vision
Values
Goals
Key
Issues
Tactics
Apple wants everyone to be part of technology in the future.
At Apple, we have to remind ourselves to think differently. We will make a dent in the
universe as we change the status quo of our consumers.
• Consumer first
• Simplicity and ease of use
• Stylish designs for living
• Continue 10% sales growth, double market share in Asia, launch 5 new technology
enhancements per year
1. How do we battle Samsung/Google in smart phones?
2. How do expand beyond our saturated North American market?
3. What technology platform will the next round of surprising innovation come from?
4. How do we strengthen and leverage our bond with our most loyal Apple users?
• Fast to market to stay ahead
• Create and build a community
• Increase size options
• Improve tech experience
• Win on design
• Launch watch to catch up
to competitors
Regain leadership in
smart phone technology
Higher service to tighten
Apple community
Build community around
cloud technology
Geographic focus into
China
• Specific Chinese products
• Brand building program
• New retail space
• Build e-commerce China
program
• Integrate retail purchasing.
• Explore automated cars.
• Explore acquisition into
social media programs
• Take more services
online, face to face.
• Increase Apple U courses
• Increase retail footprint.
Case
Study

Generate brand love and profits through big ideas

Generate brand love and profits through big ideas

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