Beloved Brands: Our Workbook Edition Includes Exercises to Help You Create a Brand Your Consumers Will Love
- ISBN-10
- ISBN-13
- 9798705004218
- Pages
- 303
- Language
- English
- Published
- 2021-02-05
- Author
- Graham Robertson
Description
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.
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Other editions
-
- 2018-01-06
- 228 pages
- Paperback
- Createspace Independent Publishing Platform