Using the four questions to build your

7-second personal brand pitch.

7 second brand

How you define yourself, primary benefit you provide

secondary benefit you provide

result your target can expect

We help brands find growth.

beloved We make brand leaders smarter.
brands
 Four Questions to define your personal brand

1. How do you define yourself, by where in the marketplace you

see yourself having the biggest impact?

2. What is the primary benefit you provide your target, whether

they are potential employers, customers or clients?

3. What is the secondary benefit you provide your target,

whether they are potential employers, customers or clients?

4. What is the expected result you deliver, that matches up to

your target’s potential goals?

We help brands find growth.

beloved We make brand leaders smarter.
brands
 Brainstorm and select the best choices
List 3-5 bullet points under each question Select best elements
1. How you define yourself
I have a tremendous passion for everything Marketing. Experience in food,
CPG, healthcare, moving up from Assistant Brand Manager up to VP As a brand leader,
Marketing. As a brand leader with vast experience in CPG marketingStrong at
Advertising, Innovation and brand planning. Proven track record of 20 years of
driving growth while moving up to VP marketing.

2. What primary benefit you provide your target?

Have worked on turnarounds, always put on the most challenging I find growth where
assignments. I find growth where others couldn’t. Known as turnaround
expert, having led turnaround plans, led global launch, created marketing others couldn’t,
program from scratch: positioning, advertising, package design, in-store.

3. What secondary benefit you provide your target?

Led team into and through merger between J&J and Pfizer, with no departures.
I create motivated brand teams. Created a training program for the team on
I create motivated
the fundamentals of marketing with a 100-page book. Hands on coach, who brand teams
gives honest feedback and uses teaching moments to make the team better.

4. What is the expected result you deliver?

Results always come first for me. Led J&J marketing team share gains on
that delivers great
9 of 12 brands, sales growth on all 12. Delivers great work to drive results.
Developed new brand vision that guided the brand to double digit annual work to drive results.
growth for a decade.

We help brands find growth.

beloved We make brand leaders smarter.
brands
 Easy way to deliver your 7-second pitch

As a brand leader, I find growth where others couldn’t,

how you define yourself primary benefit you provide

I create inspired brand teams

secondary benefit you provide
7-second brand

that deliver great work to drive brand growth.

expected result your target can expect

As a brand leader, I find growth where others couldn’t and I create

inspired brand teams that deliver great work to drive brand growth.

We help brands find growth.

beloved We make brand leaders smarter.
brands
 Link your best stories to turn your
30 minute brand 7-second pitch into a 30-minute pitch
Reputation for making Known as turnaround History of success Led launch of Listerine Pocketpaks
Proven track my team better, with a expert, having led in finding high with Canada as lead global market.
record of 20 motivating & challenging turnaround plans on performance Created marketing program from
years of driving style that gets the best Zyrtec, Nicoderm and advertising that scratch: positioning, advertising,
growth while from people. Purell. drives growth. package design, in-store program.
moving up to
VP marketing.

As a brand leader, I find growth where others couldn’t,

Led team into and
Hands on coach, through merger
who gives honest between J&J and
feedback and I create motivated brand team Pfizer, with no
uses teaching departures of key
moments to make team members.
the team better.

that deliver great work to drive results. Created a training

program for the
team on the
fundamentals of
Led marketing team at J&J share Developed new Listerine brand vision marketing with a
gains on 9 of 12 brands, sales that guided the brand to double digit 100 page book
growth on all 12. annual growth for a decade.

We help brands find growth.

beloved We make brand leaders smarter.
brands
 Using your 7-second and 30-minute pitch
in a job interview or sales presentation
Tell me about yourself Answer questions with examples of success Summary close
Proven track record of Reputation for making teams History of
As a brand leader, 20 years of driving better, with an inspiring & success in finding
growth while moving challenging style to get the advertising that
I find growth I hope I have shown
up to VP level. best from people. drives growth.
where others you a few ways that as
Turnaround specialist, Led launch of Listerine Created a training
couldn’t, having led turnaround Pocketpaks as lead program on the a brand leader, who
I create inspired plans on Zyrtec, market. Created marketing fundamentals of can find growth and
brand teams Nicoderm & Purell. program from scratch. marketing
inspire teams. I am
that deliver great Led team through merger Hands on coach, gives Developed new Listerine confident I can help
work to drive between J&J and Pfizer, honest feedback and uses brand vision that guided
with no departures of key teaching moments to double digit annual you find new growth.
brand growth. team members. make the team better. growth for a decade.

Led marketing team at J&J share gains on

9 of 12 brands, sales growth on all 12.

7 second brand 30 minute brand 7 second brand

We help brands find growth.

beloved We make brand leaders smarter.
brands
Skills assessment for brand management
Marketing Skill Element 1 2 3 4 5 Comments
1. Able to analyze and draw conclusions
2. Leads a deep-dive business review
3. Understands all data sources
4. Writes analytical reports
5. Uses strategic questions for thinking
6. 360-degree strategic thinking
7. Leads strategic discussions
8. Makes smart strategic decisions
9. Defines target consumer
10. Turn features into consumer benefits
11. Finds winning brand Positioning statement
12. Generates the Big Idea for brand
13. Leads all elements of Brand Plan
14. Writes smart strategic objective statements
15. Effective plans presentation to management
16. Aligned marketing execution plans
17. Writes focused and inspired creative briefs
18. Leads all marketing execution projects
19. Inspire greatness from experts
20. Smart strategic decisions on execution
Scoring for each element Assessment scoring for your team
5: Exceptional 90%: Exceptional team delivering for the brand
4: Very strong 80%: Strong Team, but may have one major gap area
3: Solid 70%: Performance gaps holding team and brand back
2: Below expectation 60%: Team not trained to deliver on your expectations
Beloved
1: Unable to performBrands Below 60%: Team is holding the brand performance back
The playbook for how to build a
brand your consumers will love.

✓
✓
How to think strategically
Write a brand positioning statement
The playbook for how to create a
✓
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
brand your consumers will love
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
 Our
Ourbrand training
marketing will help
training helps you realize
realize the
the full
full potential
potentialofofyour
yourmarketing
marketingteamteam
Winning

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“good for you” segment Brand Vision: Be first ‘healthy cookie’ to generate craving, popularity and sales of a mainstream cookie. $100 Million by 2024.

Analysis Issues and Strategies Execution Plans

22.5
• Brand funnels become thicker as the brand holding on average a 25% P&L forecast
• Sales $30,385
Key Issues
1.What’s the priority choice for growth: find
Advertising
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becomes more loved. It’s justawareness at 80% and
about driving related Brand
share over the past 10 years. • GM % 56% loyalists? Suburban working women, 35-40.Main

Awareness Funnel
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2020 has not carried over to the
2021 them • Marketing Budget $8,850 2.Where should the investment/resources Message of “great tasting cookie without the
but about moving from
overall market, where Gray’s is significantly under-developed in the overall market.
• Contribution Margin
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$6,949
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focus and deployment be to drive our
awareness and share needs for Gray’s?
guilt, so you can stay in control of your
health”. Media includes 15 second TV,
Drivers 3.How will we defend Gray’s against the specialty health magazines, event signage,
one stage to the next.
• Dad’s scores low on taste • Taste drives a high conversion of Trial to
Purchase
• Strong Listings in Food Channels
proposed Q1 2014 ‘healthy cookie’
launches from Pepperidge Farms and
Nabisco?
digital and social media
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Familiar • Average
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Consideration is the point you start to see that your quality, but higher on innovation Early Adopters. Highly Beloved Brand
among niche.
1.Continue to attract new users to Gray’s
2.Focus investment on driving awareness
sampling at fitness, yoga, women’s
networking, new moms.
Inhibitors and trial with new consumers and building Distribution
5.49
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idea starts to connect and move the
5.39 than Gray’s, launching 2 new • Low familiar yet to turn our sales into loyalty
• Awareness held back due to weak
a presence at retail.
3.Build defence plan against new entrants to
• Support Q4 retail blitz with message
focused on holding shelf space during the
consumer.
3.99
Advertising defends with consumers and at store level. competitive launches. Q2 specialty blitz to
5 3.77 3.61 flavors each year. • Low distribution at specialty stores. Poor
coverage.
Goals
• Increase penetration from 10% to 12%,
grow distribution at key specialty stores.
Innovation
3.19
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Purchase 3 loyal.
Risks
core target. Monitor usage frequency
among the most loyal to ensure it stays
Explore diet claims, motivating and own-
able.
(the brain) and then you need to move the
• Dad’s fought \ declining share
• Launch of Mainstream cookie brands steady. Competitive Defence Plan
(Pepperidge Farms and Nabisco). • Increase awareness from 33% to 42%, • Pre Launch sales blitz to shore up all
2 consumer 80
towards purchase and through the • De-listing 2 weakest skus weakened our in- specifically up from 45% to 50% within the distribution gaps. At launch, heavy
Repeat Explore ways to leverage Love from Preventers, as early store presence core target. Drive trial from 15% to 20%. merchandising, locking up key ad dates,
experience.
adopters, to influence the rest of thewith a “buy one get one free” • Legal challenge to taste claims Close distribution from 62% to 72%. BOGO. TV, print, coupons, in-store
0 60
market. Opportunities
• R&D has 5 new flavors in development.
• Hold dollar share during competitive
launches. Grow 11% post launch gaining up
sampling.
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Loyal 2018
• To drive2019 2020
loyalty (the heart) you2021
need to create
that we decidedNorm
not to match
• Sales Broker gains at Specialty Stores
• Use social media to convert loyal following.
to 1.2% share. Target zero losses at shelf. cookies should displace under-performing
and declining unhealthy cookies.
40 Preventers
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Brand
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Beloved Brands
Performance
The playbook for how to build a
brand your consumers will love.
GRAY’S
Cookies
40

Gray’s needs to step up on innovation to use

20
Awareness Preventers Overall

The playbook for how to create a

Norm
Business
Review
Plans
✓
✓
✓
✓
✓
✓
✓
How to think strategically

Come up with a brand idea

superior quality to gain share against Dad’s.
Write a brand positioning statement

Write a brand plan everyone can follow

Write an inspiring creative brief
Make decisions on marketing execution
Conduct a deep-dive business review
0

!
Awareness
1
brand your consumers will love
✓ Learn finance 101 for marketers

Beloved Brands is available on Amazon and Apple Books

4
Marketing
Execution
Beloved Brands
The playbook for how to build a

✓
1. Learn new strategic thinking methods, looking at core
brand your consumers will love.

How to think strategically Thestrength,

playbook for how to create a
competitive landscape, consumer relationship, and situation you face.
✓ Write a brand positioning statement
✓
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
brand your consumers will love
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
 Our marketing training workshops
will provoke new thinking
Learn strategic thinking methods, looking at core strength, competitive
landscape, consumer relationship, engagement and situation you face.
Brand positioning statements start with a consumer profile, then uses our
consumer benefits ladder, with functional and emotional benefits.
With marketing plans, we go through each element needed for a long-
range brand strategy roadmap and the annual marketing plan.
Learn to make smart decisions on marketing execution with your creative
advertising and media choices.
With brand analytics, learn to write a deep-dive business review, looking
at the marketplace, consumer, channels, competitors and the brand.

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

Beloved Brands
The playbook for how to build a
brand your consumers will love.

✓
✓
How to think strategically
Write a brand positioning statement
The playbook for how to create a
✓
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow
Write an inspiring creative brief
brand your consumers will love
✓ Make decisions on marketing execution
✓ Conduct a deep-dive business review
✓ Learn finance 101 for marketers
The playbook for how to build a
brand your consumers will love