Beloved Brands
Beloved Brands is run by Graham Robertson, who is one of the voices of the modern brand leader. He started Beloved Brands with a desire to provide brand coaching to make brands stronger and brand leaders smarter. https://beloved-brands.com/

Beloved Brands's articles

  1. Data & Insights

Brand Scorecard: The Brand Manager’s marketing dashboard

As a seasoned brand leader, I have always believed that brand management means business management. With everything that we do, whether it is brand positioning, strategy, or marketing execution, you should see a number. That starts with the right marketing analytics. In brand management, getting lost in a sea of data and misinterpreting marketing signals is […]
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  1. Media & Marketing

Brand Management is Business Management

The best in brand management run their business as general managers. They partner with sales to drive revenue growth. The marketer creates demand through a brand positioning that motivates the consumer to want to buy while sales get the brand onto the shelf to match where consumers shop. The marketer must partner with operations to build […]
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  1. Trends & External Forces

Ozempic Case Study – The easiest victory over diabetes and weight

Ozempic is the brand name whispered quietly at the lunch table at work or at the family Bar-B-Q–followed by, “You look great.” Ozempic is loudly joked about on the late-night talk shows or award shows. All that talk value has helped Ozempic rapidly ascend in the healthcare market, particularly in treating type 2 diabetes and, […]
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Exploring the most common business models with iconic brand examples

In the dynamic arena of marketing and commerce, the blueprint for delivering value to customers—commonly known as a business model—serves as the foundation upon which a company constructs its market identity and operational strategies. The essence of a business model lies in its ability to outline how a company creates, delivers, and captures value, which […]
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  1. Media & Marketing

The expert guide to climbing the Brand Management career ladder

In the dynamic terrain of brand management, the journey from an eager entry-level Assistant Brand Manager rising up to a seasoned Chief Marketing Officer is challenging and exhilarating. My professional experience through the ranks at Johnson & Johnson, backed by experience at General Mills and Coke, has been a testament to the joy and turbulence,  […]
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  1. Corporate Strategy

A simpler way to use brand strategy to help your brand win

I hate when marketers overly complicate brand strategy. They mistakenly consider strategy the more intellectual part of business, so they use big, vague words to try to sound smart. The people who execute don’t know what words mean. We will explore how our Strategic ThinkBox can trigger deeper strategic thinking and help develop the best […]
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  1. Shopper & Customer

Brand Culture – You can’t run a brand without the people behind the brand

In today’s competitive market, the emphasis on “customer experience” and “customer journey” is not merely a trend but an essential business practice. Ensuring an impeccable customer experience is a collective effort, from the top-to-top management down to customer service teams. It’s all about keeping everyone aligned to the brand idea, values, and ideal leader behaviors, […]
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  1. Retail Operations

Viking Cruises – The secrets behind their comfortable exploration brand idea

Viking Cruises, founded in 1997, is known for its river and ocean cruises. Over the years, it has emerged as a leader in the cruise industry, named the #1 cruise by Condé Nast due to its unparalleled customer experience. What Viking Cruises does so well is it understands the high expectations of its consumer target […]
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Sustainable Brands: How eco-friendly brands are winning

In an era often described by its rampant consumerism, there’s an intriguing juxtaposition at play. Discover the importance of sustainable brands for our environment. Read how eco-friendly brands make conscious decisions—driven by profit and an urge to be part of a global solution. We’ll take a look at four case studies, including Patagonia, Ikea, Adidas, […]
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  1. Department: Food

How to manage the ideal tension between marketing and sales

There is a natural tension between marketing and sales due to their differing primary focuses, but that tension can be channeled productively. The yin and yang. A little tension and conflict is good when it is the starting point for collaboration. The tension between marketing and sales arises when different objectives seem to pull the […]
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  1. Media & Marketing

How advanced consumer analytics can steer your brand strategy

In today’s highly competitive marketplace, brands need to use consumer analytics to uncover the unique situation and circumstances that will help uncover their brand strategy. The one-size-fits-all approach no longer suffices. Instead, at the heart of your deep-dive business are the consumer analytics that include consumer tracking data and the marketing funnel analysis help tell […]
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