Functional benefit cheat sheet

Faster
Friends / Family

Stay
Taste / Smell

Sensory
Reputation
Proactive Service Safer Works How it
is made
Experience better
In touch On trend Visual
Style Rituals Variety Powerful
Connected identity
Appeal Occasion Responsiveness Details for you Lasts
Longer
Influencers Social Technology Touch/Feel Subconscious
Performance

Helping hand Reduces time Delivers to consumers Soothes

Makes Track
Success Saves Process
Costs
Higher
profit Drives Higher
Sales MentalHelps Reduces
Teaching
you Updates
Adds
you Product Fits
business Better
Health
you be
smarter Value
money Costs Strategy
results service
healthier Prevents

Advice Solutions Invest for future Engagement Weight / Exercise

Research Clinical proof Awareness Comfort Moments

New
methodsEnhances Expert
opinions
Efficient
Hassle Free

Simplifies
Integrated Brand
Message Helps Perform
better Helps
professional you Better
your Life

your life
Easier Saves Home Stages
Peer
advicestanding Patient
insights
to use

Keeps you organized

time Sales
Message execute New
products family
Added services Better client experience Education
 Emotional benefit cheat sheet
Informed Competent Motivated Successful Compassion

Curiosity for Sense of Feel

Nurtured Relaxed

knowledge optimism comfortable

Wisdom Smarter Special Inspired Easy-going

Alive Intriguing Cool Playful Friendly Intimate

Feel free Get noticed Feel liked

Excited Exhilarating Popular Trendy Like-able Happy

Respect Safe Honest Beliefs Feel myself

Stay in Fits with Self

Fulfilled Gratitude

control values assured

Trust Reliable Purpose Standards Confidence
 Build out a cluster of benefits for your brand
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Examples of consumer brand positioning statements
Consumer Packaged Goods (CPG) Retailers

To • Suburban working women, 35-40, who • Consumers who believe organic foods is
1 (Target) put in the effort to find healthier food. To superior in health, quality, and taste. Highly
1
(Target) educated professionals, label readers, and
Gray’s is • The healthy cookie option willing to pay premiums for quality
2 (Category)
2 Gray’s is • The organic grocery store
That is • The guilt-free cookie that helps (Category)
3 (Benefit) you stay in control of your health
3 • Make informed organic food
So you can
(Benefit)
choices on your journey to living
• We want you to make informed choices
with the knowledge that in blind taste tests,
the healthiest life possible
Gray’s matches the leaders on taste, but
4 That’s • We believe that good health begins on farms
with only 100 calories and 3g of net carbs,
because That’s that grow in partnership with nature. That's
you can experience a healthier life. 4
(Support because why all of our fresh produce is always certified
Points) • Gray’s helps you take control over what organic. Every product within our stores are built
(Support
goes in your body by making smarter Points) with organic ingredients.
choices. Studies show people who use • We're committed to openly sharing our
Gray’s once a night as a dessert had a knowledge about the organic ingredients, quality
extra motivation to lose 5-10 pounds. standards, and flavourful foods in our store.

@ beloved brands inc

Examples of technology brand positioning statements
Technology / SaaS Vertical Search

• Highly connected, fast-paced content • Consumers who are looking to use travel
1 To writers who get so busy they suffer from 1 To
(Target)
to give their life a jolt of self-discovery,
(Target)
writers block through an life-altering experience.

2 GRAYTECH! is • A subscription-based online tool 2

(Category)
Rare Earth is • The travel website
(Category)

• Provides AI-powered
3 That That is • The expedition with freedom
copywriting to allow writers 3
(Benefit) (Benefit) to roam, explore cultures and
to create intriguing content
connect with how locals live
posts on any topic
• Our RareEarth website allows you to explore
• What normally takes hours can be done
1000s of possibilities to find the tour that
with just one click. Enter the topic and AI matches your desires for exploration. Every
4 That’s
powered tool will generate high-quality 4 partner must include photos, videos, live chat
That’s because
content that is perfect for blogs, articles, access, verified user reviews, and ratings.
because (Support Points)
(Support web pages, social media posts, product
descriptions, or reviews. • We have hand-selected each of our travel
Points)
partner. Our people go on every tour to make
• When you are feel stuck in the middle of sure it fits based on uniqueness of the trip,
your post, our AI re-phrase tool allows freedom to roam, and depth into the culture.
you to see a few phrasing options that
will work for you.

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Examples of ‘image’ brand positioning statements
Alcohol, spirits, wine Automobiles

• Young professionals in the bay area, who take • Consumers who understand how their
pride in their work, yet love to connect with To purchase choices impact our use of the
1 To friends as the sun sets on their favorite city. No 1
(Target) (Target) planet. They believe we need collective
matter where they were born, they feel lucky to
action to make a difference.
call the bay area as their home.

Gray’s is • The premium craft beer 2 Gray’s is

2 • The electric vehicle
(Category) (Category)

• The bay area secret that reminds 3 That is • Designed to make a difference
3 That is
(Benefit) you that you live in the most (Benefit) on our environment, backed by a
beautiful place in the world shockingly high performance
Gray’s • We use simple battery software structure
SAN FRANCISCO
• Gray’s is only sold in northern California.
Trust me, we’ve turned down plenty of offers to drive exceptionally high speed
to go national. We feel that even Southern That’s performance in our cars. And our stylish
That’s California is too far way, and would take us away designs will stand out beyond the
4 from our roots. Going bigger could wreck
because
because 4 (Support mainstream cars choices.
everything we’ve created. We grew up here in
(Support Points)
the bay area, and we want to stay here. • Our engines are designed like technology,
Points)
sending high speed signals to drive
• Every ingredient we use comes from a 2 hour
performance. We invest in smarter
drive from where we live. With the richness of
the farmland around us in northern California, technology as we move into the future.
we don’t need to go anywhere else.

@ beloved brands inc

Examples of hospitality/tourism brand positioning statements

Tourism / Travel Destination brands

• High achievers who live in the city, looking

• Parents of 3-8 year olds who are To for a weekend filled with beautiful views and
1 For looking to inspire the minds of our future 1 (Target) jam-packed adventures to pass the time
(Target) generation of kids with a energized
adventurous learning experience
2 Grayberry is • Weekend getaway
2 (Category)
Gray’s • Is an experiential theme park
(Category) That is • The ultimate four-seasons
3 (Benefit) weekend escape
3 That helps • Learn through immersive
(Benefit) adventures into the wild
• Grayberry offers a total escape with
access to secluded beaches, hikes
• We have 23 attractions that will
through the giant redwood forests,
stimulate your child’s learning,
That’s followed by Michelin star dinners with
4 That’s exploration and curiosity. 4
because the best of the region’s wines.
because
• Everyone who goes through our (Support • Grayberry is filled with high-end
(Support
adventure becomes recognized a Points)
Points) accommodations to suit your needs,
badge after completing a diverse range
of immersive attractions. They can use
whether you want to be spoiled at a
their badge to go online and continue local bed-and-breakfast or buy your
their adventure. own cabin up in the mountains so you
escape every weekend.

@ beloved brands inc

Examples of restaurant brand positioning statements
Diners / Fast Food High end restaurants

• Those looking for a hearty breakfast menu • Steak lovers who never settling for
For To anything but the best. They’ve made it
that is filled with classical choices from
1 (Target) yesterday
1 (Target) in life, and want to reward themselves.

Gray’s • Is an diner in the heart of Paddington Gray’s is

2 • High-end steakhouse
(Category) (Category)
2
• Most famous breakfast place in • The perfect steak matched
That is the That offers
3 with the classic seasonings of
(Benefit) London, for good reason (Benefit)
3 Kansas City flavors

• Our breakfast is inspired by a blend of • Gray’s is home of the most serious

traditional homemade recipes prepared to steaks. Whether you choose the high
please your pallet. We use only fresh, end Wagyu Filet Mignon, a classic
That’s seasonal ingredients that deliver the most That’s Tomahawk Long-Bone Ribeye or a
because delicious flavors and robust goodness. because modern choice in our Maine Lobster
4 4
(Support (Support Macaroni & Cheese
• We strive to make every visit a comfortable
Points) Points)
dining experience. We have not changed • Gray’s high-touch service will turn
our menu since 1954. We have perfected your special occasion into a
our bacon and eggs, grilled cheese, memorable event. You are our
French toast, pancakes and bagels. Why guest and we are here to serve you.
would we change now.

@ beloved brands inc

Examples of healthcare brand positioning statements
Pharmaceuticals Medical Equipment

To • Veteran smokers, 40-55, who are willing • Dental professionals who take pride in their work,
1 1 To and understand how their dental tools provide a
(Target) to do whatever it takes to quit smoking. (Target) superior client experience

Gray’s is • The quit smoking aid

Gray’s is
2 (Category) • The premium dental instruments brand
2 (Category)
• Helps you stay in control, by
That • Provides a noticeably gentler client
3 avoiding the cravings, so you can That
(Benefit) experience that reminds you that you
quit smoking 3 (Benefit)
are using the best
• In clinical tests, smokers using Gray’s
• Gray’s last forever. Backed by the highest grade of
QuitFix were 38% more successful in
That’s Yamato steel you can trust. With our free annual
4 quitting, versus trying to quit cold turkey.
That’s sharpening program you can keep your tools as
because sharp and responsive as the day you bought them.
(Support • Smokers using Gray’s QuitFix reported 4 because
Points) they felt more in control during their quit (Support
• When you feel the sturdiness and performance of
journey. They reported fewer mood Points)
our premium dental tools, you will experience the
swings, urges to smoke, food cravings, comfort of Gray’s quality that will give you the
and potential cheating moments . confidence to clean the most challenging stains
and in the most difficult places to reach.

@ beloved brands inc

Examples of B2B brand positioning statements
B2B Ingredient B2B Commercial

1
To • Discerning stage directors of Broadway theatre
• Scientists who work tirelessly on their bench (Target) production companies
1 To as they seek out the next great discoveries
(Target) that will enhance orsave lives. Gray’s is • The theatre stage lighting brand
2
(Category)

2 Gray’s is • The global chemical company

3 That is the • Inspiring stage lighting that brings the
(Category) (Benefit) actors faces to life for theatre patrons

3
That
(Benefit)
• Helps scientists find new
discoveries that can change the
world’s future
GRAY’S
Stage Lighting That’s
• A 4-week in-theater test using Grays, has shown
that theatre patrons can notice every facial detail
from the 40th row of the theatre.
4 because
• We create chemistry solutions for our (Support • We have testimonials from 20 leading Broadway
4 That’s customers and society by making the best Points) theatre directors. Steven Jones said, “With Gray’s
because use of our vast resources. Lighting, our actors say they now hear every
(Support giggle and gasp in the audience, inspiring their
• Team of accomplished chemistry scientists
best performance every night.”
Points) who can provide peer-to-peer consultation on
your discovery projects and work to find
bespoke options for you.

@ beloved brands inc

Examples of B2B industrial brand positioning statements
B2B Industrial Tools B2B Industrial Equipment

• Anyone who carries tools to help them do

1 To • Entrepreneurs, with an underdog, challenging
their jobs, who know time is money, speed is To spirit who is looking to launch an authentic craft
(Target) good, and any delays are the enemy. 1
(Target) beer that can take on the big guys

2 Gray’s is • Industrial tool company 2 Gray’s is • Brewery manufacturing equipment brand

(Category) (Category)

3 That • Is the helping hand so craft breweries

• High speed delivery of tools to your can achieve a competitive advantage
3 That is the (Benefit)
job site, backed by the trusted advice over the mainstream beers
(Benefit)
from our experienced tradespeople

• At Gray’s, it’s more about our people than just our

• At Gray’s, we hire tradespeople to be ready products. We take the time to listen to your needs
to take your call. We take the time to listen to That’s and we’ll provide you with knowledgeable advice
your needs and we’ll provide you with because at every state of the process, so you can make an
That’s 4
knowledgeable advice at every state of the (Support informed decision on getting the right equipment.
4 because process, so you can make an informed Points)
(Support decision on getting the right tools equipment. • We’ll take care of your brewery structure and work
Points) directly with your operations teams to make sure
• Our new direct to site website delivery will you re getting the highest quality product.
get you the tools you need the next day.
Guaranteed or we pay your hourly wage for
the time you have to wait.

@ beloved brands inc

Examples of famous brand positioning statements
Apple Special K

• Highly connected, fast-paced people who are

To To • Suburban working women, 35-40, who
1 frustrated by the annoying complexities of 1 (Target) put in the effort to find healthier food.
(Target)
technology

2 Apple is the • Consumer electronics brand 2 Special K • Is the breakfast cereal

(Category) (Category)

That That • Empowers women to take control

3 • Simplifies technology to help you feel 3
(Benefit) (Benefit)
smarter, so you can do more with every device. and maintain a healthy body

4 That’s • We start with ideal consumer experience and 4 • Take the Special K challenge. If you use
because work back to the technology, eliminating every That’s
Special K for 2 meals a day, you will
(Support possible frustration. because lose 6 pounds in two weeks.
Points) • We push for surprising technology that will (Support
• Special K delivers great tasting, low
change the world, with intuitive, simple, and Points)
calorie options to maintain your weight
easy-to-use products.

@ beloved brands inc

Examples of famous brand positioning statements
Nike T-Mobile

• Those who are frustrated by the old, broken,

To • Those who are physically active, whether 1 To
1 (Target) you work out, play team sports or run. customer service model, and are willing to take
(Target)
a chance on the challenger type underdog

2 Nike is the • Athletic shoe and apparel brand

(Category)
2 T-Mobile • Is the telecommunications
(Category)
3 That • Helps inspire you to go beyond • The un-carrier brand who forces
(Benefit) what you thought was possible 3 That is
(Benefit) the wireless industry to do a better
job for their customers
• We are on the side of athletes with the
4 That’s because latest technology advancements to enable
(Support Points) That’s • Ww provide more options for less money.
you to perform beyond your exceptions. 4 Customers will get better coverage, capacity
• We provide the willpower to get out there
because
(Support and performance.
by showcasing stories that inspire you. Points) • We provide real customer service with a
dedicated team of highly-trained experts

@ beloved brands inc

 How to find a winning brand positioning
Define a focused ideal target profile with
1 insights, enemies and buying patterns. 2 Benefits Ladder 3
How it works Money Smarter Healthy
Use our Use our cheat Functional Execute Experience Sensory Status
Emotional benefits Benefits
Benefits sheets to Connect Simplify Family Business
Ladder to understand the
move from Functional benefits
Functional and Knowledge Self assured Control
features to Emotional
Emotional Fits Values Free Feel myself
rational and Product features benefits. Benefits
emotional Comfort Optimistic Noticed Liked
benefits Ideal Target

Summarize your winning positioning statement in a Then sort through possible benefits to
6 space that is unique, ownable motivating to the end user 5 find those that are most motivating to 4
Build a cluster of benefits to set up a brainstorm of
potential functional and emotional benefit statements
consumers and ownable for your brand.
Target
market Functional Statements
• I get a low calorie low fat treat.
“I get…” • I get a cookie made of all natural ingredients.
• I get a great tasting cookie, as good as my current cookie
Main
message • I can replace my current favorite cookie with this one
Emotional Statements

Support • I feel in control of my weight and health

points • I feel safer in snacking on this cookie
“I feel…” • I feel less guilt about an indulgence
• I like to know how many calories I eat each day
 A brand idea captures consumers while organizing
your team to deliver greatness on the brand’s behalf
Consumers quickly
2 decide whether to Consumer
connect to a brand
idea within 7 seconds 3
Brand Brand
Soul 1 Idea Brands must drive consistency using
the brand idea to organize how you
show up at all 5 consumer touch-points
Your brand idea helps
simplify your brand message
as an outward expression of Consumer
the inner brand soul for what Brand
Idea Brand
you want your brand to be

Brand Consumer
Promise Experience
5 Brand Purchase
Story Innovation Moment
Based on their personal Ideas
A brand finds its equilibrium when the Packaging Culture and
6 Brand Idea impacts a brand reputation to experiences, consumers Logo/Slogan Operations

perfectly match up to the brand soul form a reputation they Advertising Sales
and Media Product and Retail
spread to others. Development

Soul = Brand Idea = Reputation To be consistent at every consumer

4 touchpoint, the Brand Idea organize
every function behind your brand
 Brainstorm 10-15 key words for each of the five GRAY’S
elements and then turn key words into key phrases Cookies

Brainstorm the word choices for the Turn word choices into phrases then use
elements that make up the brand idea a brand idea to bring everything together
Products and services Consumer reputation
Low calorie, tasty, New, Innovative, Moms, Products and services Consumer reputation
delicious, light tasting, Fresh, Different, surprisingly A delicious, low-carb, The fresh face in the
low fat, low carb, tasty, Low Calorie, the Diet cookie that helps cookie aisle, known
controls hunger, rich Cookie, unknown, sugar free, controls hunger. The best equally for health and
flavors, creamy filling. snack replacement. tasting yet guilt great taste.
free pleasure
Cultural inspiration
so you can stay
Influencer reputation
in control of
Delicious, soft, creamy, Optimistic, excited, diet, your weight
be as good as a regular carbs, inspiring, stay in Cultural inspiration Influencer reputation
cookie, never settle on control, knowledgeable, Healthy doesn’t have Dieticians see Grays
taste, healthy, low carb, fitness, low calorie, sugar to taste bad. We will as a healthy snack,
sugar is evil, natural free, all natural. never settle for OK. for a low-carb diet.

Brand role Brand role

Enabling, supportive, knowledgeable, helping Gray’s is the helping hand that allows people to
hand, controls hunger, helps indulge, pleasure control their cravings and maintain their weight.
Example of a brand idea map for a consumer brand
Brand
Consumer The best
tasting yet guilt
free pleasure so
you can stay in GRAY’S
control of your
weight
Cookies

Brand Brand Innovation Purchase Happy

Promise Story Ideas Moment Experiences
Take control of your Real life stories that show We never sacrifice on taste Interrupt purchase routine Celebrate weight loss
weight by replacing your women living “All the so you won’t have to to set up Grays as the results to empower you
favorite snack with Grays. pleasure. None of the guilt.” sacrifice your cookie. better alternative. to stay in control.

Packaging Advertising Product Sales Culture and

Logo/Slogan and Media Development and Retail Operations
 Winning

Vision

1
Strategic Strength Situation
What your
customers
What your
brand 2
Positioning
Thinking Positioning Impact
want does best
Statement
Dad’s wins on innovation and deep price
Users
discounts,
Exceptional but early
scores among is weak
Adopterson taste.
Competition
(“Proactive
What your
competitor

Our marketing
does best
Preventers”)
Blind making it highly
taste test performance
Results beloved among the niche.

90
Gray’s
Exceptional • Gray’s scores among
is very healthy earlywith
among “Preventers”
67.5
Adopters •(“Proactive
strong awareness Dad’s
at 80% andbrand is the mature brand
all related Brand
Funnel scores significantly above norm. However, that strength has not carried over to the
Preventers”) overallmaking
market, whereit highly beloved among inthetheniche.
“good for you” segment

training teaches
45 Gray’s is significantly under-developed in the overall market.
the brand love, to determine theDad’s
Measuring22.5 holding on average a 25%
love, power• and profit
0Gray’s is progress
very healthy of the
among “Preventers” Brand brand
Funnel
with strong Scores Preventers
awareness vs.all
at 80% and Overall
related Brand
Marketing Plan
Brand Plan GRAY’S
Funnel
2018 scores significantly
2019 above norm. share over the past 10 years.
However, that strength
2020 2021 has not carried over to the Brand Vision: Clearly state your brand’s long-term vision statement
Cookies

overall market,Use
where
theGray’s
brandisfunnel
significantly under-developed
to measure health in the overall market.
Analysis Strategy Execution
P&L forecast Key Issues Advertising

• Dad’s scores low on taste

the best ways to

Sales $30,385 1. What’s the priority choice for growth: find Use awareness to drive trial of the new Grays.
Gross Margin $17,148 new users or drive usage frequency among Target “Proactive Preventers”. Suburban working
GM % 56% loyalists? women, 35-40.Main Message of “great tasting

• Brand funnels become thicker as the brand Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control

Average Price per unit

Brand Funnel Scores Preventers vs. Overall
becomes more loved. It’s not just about driving quality, but higher on innovation
Contribution Margin
CM%

Drivers
$6,949
23%
3.
focus and deployment be to drive our
awareness and share needs for Gray’s?
How will we defend Gray’s against the
of your health”. Media includes 15 second TV,
specialty health magazines, event signage, digital
and social media

Awareness particular numbers but about moving them from • Taste drives a high conversion of Trial to
Purchase
proposed Q1 2014 ‘healthy cookie’ launches
from Pepperidge Farms and Nabisco? Sampling
Drive trial with In-store sampling at grocery,
5.49
6 4.97 one stage5.29to the next. 5.39 than Gray’s, launching 2 new •
•
Strong Listings in Food Channels
Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
Strategies
1.
2.
Continue to attract new users to Gray’s
Focus investment on driving awareness and
trial with new consumers and building a
Costco, health food stores and event sampling at
fitness, yoga, women’s networking, new moms.
Distribution

Familiar 5 • Awareness is never enough. Anyone can get that.

3.99
Inhibitors presence at retail. Support Q4 retail blitz with message focused on

flavors each year.

•

Consideration3.77
Low familiar yet to turn our sales into loyalty 3. Build defence plan against new entrants that holding shelf space during the competitive

is the point you3.61

• Awareness held back due to weak Advertising launches. Q2 specialty blitz to grow distribution at
start to see that3.19
your • Low distribution at specialty stores. Poor
Goals
defends with consumers and at store level.
key specialty stores.

think, define,
coverage.
brand idea starts to connect and move the • Increase penetration from 10% to 12%, Innovation

Consider 3 consumer.
Risks
• Launch of Mainstream cookie brands
(Pepperidge Farms and Nabisco).
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the
Launch 2 new flavors in Q4/15 & Q4/16.
Explore diet claims.

• Dad’s fought \ declining share

most loyal to ensure it stays steady.
• De-listing 2 weakest skus weakened our in- Competitive Attack Plan
• Increase awareness from 33% to 42%,
Pre Launch sales blitz to shore up all distribution

2
store presence specifically up from 45% to 50% within the

Purchase • To drive trial

80 you need to gain consideration first • Legal Challenge to tastes claims core target. Drive trial from 15% to 20%.
gaps. At launch, heavy merchandising, locking up
key ad dates, BOGO. TV, print, coupons, in-store

Explore
then you ways
need to to leverage Love from Preventers, as early Opportunities Focus for sales is to close distribution gaps
(the brain) and move the • R&D has 5 new flavors in development. going from 62% to 72%.
sampling.

of thewith a “buy one get one free” • Hold dollar share during competitive launch. Use sales story that any new “healthy”
•
0
Sales Broker create gains at Specialty Stores

Repeat consumer towards

60 purchase and through
adopters, the
to influence the rest market. • Explore social media to convert loyal
following.
Continue to grow 11% post launch gaining up
to 1.2% share. Target zero losses at shelf.
cookies should displace under-performing
and declining unhealthy cookies.

experience.
2018 2019 2020 2021 that we decidedNorm
not to match
Loyal • To drive loyalty
40 (the heart) you need to create Preventers Overall

plan, execute
80 experiences that deliver the promise and use tools

5
Marketing
GRAY’S Explore
Cookies
Gray’s
to create an20emotional
ways bond Dad’s
to leverage withLove
the consumer.
adopters, to influence the rest of the market.
60
from Preventers,
as early Business
Review
3
Marketing
Analytics 40
0

PreventersAwareness Overall Norm Plans

Gray’s needs to step up on innovation to use
Beloved Brands
The playbook for how to build a
brand your consumers will love.
✓
✓
How to think strategically
Write a brand positioning statement
GRAY’S 20 BusinessThe playbook for how to create a

and analyze
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow brand your consumers will love
✓
✓
Write an inspiring creative brief
Make decisions on marketing execution
Cookies Review
superior quality to gain share against Dad’s.
✓
✓
Conduct a deep-dive business review
Learn finance 101 for marketers !1
Beloved Brands is available on Amazon and Apple Books 0

Awareness Creative Brief

4 Marketing
Execution
 Our marketing flywheel teaches how the best
marketers think, define, plan, execute and analyze
1 Strategic Thinking: We show how to ask the challenging questions by
Winning
Vision taking a holistic look at your brand’s core strength, competitive
1
Strategic Strength Situation
What your
customers
What your
brand 2
Positioning landscape, tightness of the consumer bond, and business situation.
Thinking Positioning Impact
want does best
Statement
Competition Users 2 Brand Positioning: Our brand positioning process starts with a
What your
competitor

Dad’s wins on innovation and deep price

Results does best consumer profile and uses a balance of functional and emotional
discounts,
Exceptional but early
scores among is weak
Adopterson taste.
(“Proactive benefits to find a winning space that is interesting, simple, unique,
Preventers”)
Blind making it highly beloved among the niche.
taste test performance
Measuring90the brand love, to determine
Exceptional
• Gray’s scores among earlywith
the
Gray’s
Adopters •(“Proactive
Dad’s
at 80% andbrand is the mature brand
motivating, and ownable.
Marketing Plan
is very healthy among “Preventers” strong awareness all related Brand
love, power
67.5
and profit progress
Funnel scores
Preventers”) making of
significantly above
it highly the
norm. brand
However,
beloved that strength has not carried over to the
among the niche. Brand Plan GRAY’S
45 in the “good for you” segment
overall market, where Gray’s is significantly under-developed in the overall market.
Dad’s Brand Vision: Clearly state your brand’s long-term vision statement
Cookies

22.5 Use the brand funnel to measure health holding on average a 25%
3 Marketing Plans: We use the marketing plan as a decision-making tool
Analysis Strategy Execution
• Gray’s is very healthy among “Preventers”Brand
with Funnel
strong Scores
awarenessPreventers
at 80% vs.
and Overall
all related Brand
0
Funnel
2018 scores significantly
• 2019 above norm.
Brand funnels However,
become
2020 thickerthat
as strength
the
2021
share
brandhas not carried over to the over the past 10 years.
P&L forecast
Sales
Gross Margin
$30,385
$17,148
Key Issues
1. What’s the priority choice for growth: find
new users or drive usage frequency among
Advertising
Use awareness to drive trial of the new Grays.
Target “Proactive Preventers”. Suburban working
GM % 56% loyalists? women, 35-40.Main Message of “great tasting
overall market, where Gray’s ismore
becomes significantly under-developed
loved. It’s in the overall market.
not just about driving Marketing Budget $8,850 2. Where should the investment/resources cookie without the guilt, so you can stay in control
Contribution Margin $6,949 focus and deployment be to drive our of your health”. Media includes 15 second TV,
Awareness
• Dad’s scores low on taste
that guides everyone who works on the brand. We teach how to write a
particular numbers but about moving them from CM% 23%
3.
awareness and share needs for Gray’s?
How will we defend Gray’s against the
specialty health magazines, event signage, digital
and social media
Drivers
one stage to the next. • Taste drives a high conversion of Trial to
proposed Q1 2014 ‘healthy cookie’ launches
Sampling
AverageBrand
Price perScores
Funnel unitPreventers vs. Overall quality, but higher on innovation •
Purchase
Strong Listings in Food Channels
from Pepperidge Farms and Nabisco?
Strategies
Drive trial with In-store sampling at grocery,
Costco, health food stores and event sampling at
Familiar • Awareness is never enough. Anyone can get that. • Exceptional brand health scores among Early
Adopters. Highly Beloved Brand among niche.
1.
2.
Continue to attract new users to Gray’s
Focus investment on driving awareness and
fitness, yoga, women’s networking, new moms.

Consideration the point you5.49

is5.39 start to see that your
6 5.29 than Gray’s, launching 2 new Distribution

brand vision, purpose, goals, key issues, strategies and marketing

trial with new consumers and building a
4.97 brand idea starts to connect and move the
Inhibitors
• Low familiar yet to turn our sales into loyalty 3.
presence at retail.
Build defence plan against new entrants that
Support Q4 retail blitz with message focused on
holding shelf space during the competitive
Consider 5 3.99 consumer.
• Awareness held back due to weak Advertising defends with consumers and at store level. launches. Q2 specialty blitz to grow distribution at

3.77 3.61
3.19 flavors each year. • Low distribution at specialty stores. Poor
coverage.
Risks
Goals
• Increase penetration from 10% to 12%,
key specialty stores.
Innovation
Launch 2 new flavors in Q4/15 & Q4/16.
Purchase 3 • To drive trial you need to gain consideration first • Launch of Mainstream cookie brands
specifically up from 15% to 20% with the core
target. Monitor usage frequency among the Explore diet claims.

execution plans.
(Pepperidge Farms and Nabisco).
(the brain) and then you need to move the most loyal to ensure it stays steady.

• Dad’s fought \ declining share

• De-listing 2 weakest skus weakened our in- Competitive Attack Plan
• Increase awareness from 33% to 42%,
Pre Launch sales blitz to shore up all distribution

Repeat 2 80
consumer towards purchase and through the •
store presence
Legal Challenge to tastes claims
specifically up from 45% to 50% within the
core target. Drive trial from 15% to 20%.
gaps. At launch, heavy merchandising, locking up

Explore ways to leverage Love from Preventers, as early

experience. Opportunities Focus for sales is to close distribution gaps
key ad dates, BOGO. TV, print, coupons, in-store
sampling.

adopters, to influence the rest of thewith a “buy one get one free” • R&D has 5 new flavors in development. going from 62% to 72%.
0 60
market. • Sales Broker create gains at Specialty Stores • Hold dollar share during competitive launch.
Continue to grow 11% post launch gaining up
Use sales story that any new “healthy”
cookies should displace under-performing
Loyal • To drive loyalty (the heart) you need to create • Explore social media to convert loyal
and declining unhealthy cookies.
2018 2019 2020 2021
experiences that deliver the promise and Preventers
40 use tools that Overall
we decidedNorm
not to match
following. to 1.2% share. Target zero losses at shelf.

80 to create an emotional bond with the consumer.

GRAY’S Gray’s Dad’s Business

Marketing Marketing 4
Explore ways
20 to leverage Love from Preventers, as early

5
Beloved Brands
Cookies
60
adopters, to influence the rest of the market.
0

Awareness Preventers Overall Norm

Review

3
Marketing Execution: Our marketing execution training includes the
Analytics Plans
40
The playbook for how to build a
brand your consumers will love.

Gray’s needs to step up on innovation to use

creative brief, innovation process, and sales plan. We show how to
The playbook for how to create a
GRAY’S Business
✓ How to think strategically
✓ Write a brand positioning statement
20
✓
✓
Come up with a brand idea
Write a brand plan everyone can follow brand your consumers will love
✓ Write an inspiring creative brief
Cookies Review
superior quality to gain share against Dad’s.
✓ Make decisions on marketing execution
✓
✓
Conduct a deep-dive business review
Learn finance 101 for marketers !1
Beloved Brands is available on Amazon and Apple Books
0
Awareness

Creative Brief
make smart decisions on execution around creative communication and
media choices.
5 Marketing Analytics: We teach how to lead a deep-dive business
review, to assess your brand’s performance and set up smarter
4
Marketing
Execution strategic thinking, looking at the marketplace, consumers, channels,
competitors, and brand.
Our marketing training brings three distinct streams
based on the type of business your team manages

Every example we use is in our training is specific to the type of business

the marketers work on. The lessons bring relevant tools that can be applied
to their brand. Also, our brand books line up with the type of business.
 We empower the ambitious
to achieve the extraordinary

[email protected]

416 - 885 - 3911