INSPIRATIONAL BUSINESS LEADERS TO WATCH 2021 by The Tycoon Media

Inspirational business Leaders to watch 2021

Graham Robertson Founder of Beloved Brands

“ Everyone who works behind the scenes or those on the front line must describe the brand in the same way, ”

Everybrandneedsa‘Story’.Astoryto‘Tell, Sell,andLead’.Whatmakesthisstory uniqueisits‘Storyteller’–onewhowings thebrandideawiththeneededingenuity. ExemplifyingthesameisGraham Robertson,anamesynonymoustodeliveringa consummatebrandexperience. Graham’sinitialprofessionaljourneywasdrivenby world-renownedbrandslikeP�izer,Coke,General Mills,andJohnson&Johnson,risinguptoVP Marketing.Stirringacrossthesecorporationsfor twodecades,heneverhadtheideaofbuildinghis ownbusinessempire. However,withauniquevisioninmindand dedicationinheart,helaidthefoundationof BelovedBrandsin2010.Sincethen,ithasbeena journeyde�ininga‘neverlookingback’attitude. EXPLORINGTHETRUEESSENCEOFBRAND MANAGEMENT Meetingeverydaychallengesbylookingintheeye andbeingcon�identinconvertingthosechallenges intoopportunitiesiswhatkeepsGrahamaheadof all.Hishands-onexpertiseandexperiencehave

However,withauniquevision inmindanddedicationin heart,helaidthefoundationof BelovedBrandsin2010.Since then,ithasbeenajourney defininga‘neverlookingback’ attitude. ExploringtheTrueEssence ofBrandManagement Meetingeverydaychallenges bylookingintheeyeandbeing confidentinconvertingthose challengesintoopportunitiesis whatkeepsGrahamaheadof all.Hishands-onexpertiseand experiencehavesuccessfully fuelledmanybrand managementpursuerswith exceptionalstrategicthinking, brandpositioning,planning,

Overthepastdecade,Graham hassuccessfullypushed BelovedBrandstoboost brandsacross25countries, includingCanada,theUnited States,Germany,theUnited Kingdom,Australia,New Zealand,Mauritius,the Maldives,China,Thailand, andSaudiArabia.Underhis aegis,brandslikeNFLPlayers Association(NFLPA),Shell, zer,Acura,Reebok,The MayoClinic,Millerbeer,and Slackhavereachedtheirfull Let’swalkthroughsomeof BelovedBrands’cutting-edge •GuidedtheNFLPlayers Associationtocrystalizea newbusinessmodeltoenable theirinternalsportsagency toopenupnewopportunities andinnovation,andthe formerplayersgroupto cantlyincreasetheir •Shellwasvitalizedwitha brandplanningworkshop followedbyhands-on coachingofelevenmarketing teamsacrossAsia •TaughttheMayoClinic’s marketingteamtogodeeper onstrategicthinking,brand positioning,brandplansand marketingexecution •Astart-upfoodbrandwas furnishedwithholisticbrand managementthatenabled E successfullyfuelledmanybrandmanagement pursuerswithexceptionalstrategicthinking,brand positioning,planning,execution,anddecisionAstheFounderandCMOofBelovedBrands,his soleaimistohelpbrandscreatea brandideathatiscapableofbeing lovedasawaytounlockthe doorstocountlessbusiness frontlinemustdescribe thebrandinthesame way,”iswhathebelieves in. Beingatthehelm,Graham ensuresthatBeloved Brandsnotonlycurates brandpositioningstrategiesthat consumersadorebutalsostimulate itwithaseven-secondpitchthatde�ines theorganization.Hisprowessbringsthesmartest ofthebrand-buildingplanstothetablethathelps thebrandleaderstotackletheirmostdif�icult challengesandhittherightopportunitieshead-on. Exploringeveryaspectofbrandmanagement, Grahamhaswonnumerousaccoladesincluding MarketingMagazine’s‘MarketeroftheYear’, BusinessWeek’s‘BestNewProduct’,andFour‘Ef�ie AdvertisingAwards’.In2020,Grahamwas recognizedamongthe‘10bestCMOs’,by theSiliconReviewMagazine. Heisalsotheauthoroftwo bestselling�ive-starratingbooks –‘BelovedBrands’and‘B2B Brands’andhisthirdbook ‘BrandCareers’hitthemarket inearly2021. HELPINGCLIENTELEREACH THEEPITOME Overthepastdecade,Grahamhas successfullypushedBelovedBrands toboostbrandsacross25countries, includingCanada,theUnitedStates,Germany, theUnitedKingdom,Australia,NewZealand, Mauritius,theMaldives,China,Thailand,andSaudi Arabia.Underhisaegis,brandslikeNFLPlayers Association(NFLPA),Shell,P�izer,Acura,Reebok, Takingon yourmost difficult business challenges ‘Tell,Sell,andLead’. Whatmakesthisstoryunique isits‘Storyteller’–One whowingsthebrandidea withtheneededingenuity. Exemplifyingthesameis GrahamRobertson,aname synonymoustodeliveringa consummatebrandexperience. Graham’sinitialprofessional journeywasdrivenbyworldrenownedbrandslike Pfizer,Coke,GeneralMills, andJohnson&Johnson,rising uptoVPMarketing.Stirring acrossthesecorporationsfor twodecades,heneverhad theideaofbuildinghisown businessempire.

execution,anddecisionmakingcapabilities. aimistohelpbrandscreatea brandideathatiscapableof beinglovedasawaytounlock thedoorstocountlessbusiness opportunities.“Everyonewho worksbehindthescenesor thoseonthefrontlinemust describethebrandinthesame way,” iswhathebelievesin. Beingatthehelm,Graham ensuresthatBelovedBrands notonlycuratesbrand positioningstrategiesthat consumersadorebutalso stimulateitwithasevensecondpitchthatdefinesthe organization.Hisprowess bringsthesmartestofthe brand-buildingplanstothe tablethathelpsthebrand leaderstotackletheirmost difficultchallengesandhitthe rightopportunitieshead-on. Exploringeveryaspectof brandmanagement,Graham haswonnumerousaccolades includingMarketing Magazine’s ‘Marketerof theYear’,BusinessWeek’s ‘BestNewProduct’,andFour ‘EffiecientAdvertisingAwards’. In2020,Grahamwas recognizedamongthe ‘10best CMOs’,bytheSiliconReview Magazine.Heisalsothe authoroftwobestsellingfivestarratingbooks– ‘Beloved Brands’ and ‘B2BBrands’ and histhirdbook ‘BrandLeader’ hitthemarketinearly2021. Pfizer,Acura,Reebok,The potential. imperatives: significantlyincreasetheir membership

TheMayoClinic,Millerbeer,andSlackhavereached theirfullpotential. Let’swalkthroughsomeofBelovedBrands’cuttingedgeimperatives: •GuidedtheNFLPlayersAssociationtocrystalize anewbusinessmodeltoenabletheirinternal sportsagencytoopenupnewopportunitiesand innovation,andtheformerplayersgroupto signi�icantlyincreasetheirmembership •Shellwasvitalizedwithabrandplanning workshopfollowedbyhands-oncoachingof elevenmarketingteamsacrossAsia •TaughttheMayoClinic’smarketingteamtogo deeperonstrategicthinking,brandpositioning, brandplansandmarketingexecution •Astart-upfoodbrandwasfurnishedwithholistic brandmanagementthatenabledthemtogain incrediblesuccessinChinaandtheUK •Coachedamajorconsumerpackagedgoods (CPG)to�indadvertisingstrategiestosupport newproductsthatmovedconsumersbasedon compellingconsumerinsight •Createdanewbrandideaforapremium restaurantchainwithanend-to-endstrategic roadmapsupportedbyservicevaluesand behaviorsthattransformedtheircultureasa wholeandguidedtheirfront-lineteamof6,000 BelovedBrandshasworkedacrossnearlyevery industryincludingconsumerpackagedgoods, foodandbeverage,tourism,technology, telecommunications,retail,alcohol,sports, healthcare,pharmaceuticals,oilandgas,and industrialproducts. WHYBELOVEDBRANDSISSOBELOVED? Whenquestionslikehowto–think,de�ine,plan, execute,andanalyzethebrandstarttakingthecentre stage,BelovedBrandstakesovertocornerthemwith contemporarybrandmanagementsolutions.Beinga distinctboutiquebrandconsultingandtraining provider,BelovedBrandshelpsbusiness professionalstoembracegrowthtoitsbest. UnderGraham’sguidance,thecompanycultivatesits exclusivebrandstrategyplaybookandbrandidea toolsthatcreateawin-winsituationforthe businesses.Defyingchallengeswithinnovative thinkingisteamGraham’sforte.Theykeepnostone unturnedincontouringenterpriseswithabrandidea maptogenerateutmostcustomersatisfaction.

Grahamemphasesonbuildingarobustbrand-

“Buildingbusinessesaroundabrandideacan

Building Brandsthat

willlove

GRAHAM’STAKEON

Hebelievesthatagoodbrand

Graham’sadvicetoeveryemergingentrepreneur

Thebrandideamattersthemostasitcanin�luence

culture,motivations,andbeliefs.Supportyourbrand purposewithasetofvaluesandbeliefs,deeplyheld intheheartofeveryonewhoworksbehindthe scenesofthebrand.”

BRANDIDEAMATTERSTHEMOST Tobeafrontrunnerinallaspectsofbusiness,one shouldconsistentlyfocusonthebrand’sstrength andoutshineitsweaknesses.“Attackwithafull assaultwhenyourecognizeanopportunityinthe marketwhereyourstrengthsareconsidered superiortoyourcompetitor,andyouseeachance togainshare,”saysGraham.

increasesuccessratesby2X.Thebrandideamustbe interestingenoughtoengageandenticeconsumers ona�irstencountertowanttoknowmore. Keepitsimpleenoughtogainentryinto theconsumer’smindandheart,”he statedfurther.

ideaneedstobeeffectively alignedwith�ivecustomer touchpoints–brandpromise, brandstory,innovation, purchasemoment,and consumerexperience.The uniquenessofthisbrand ideawillhelptobuildamarket reputationandwithstandeverchangingconsumerdemands. Later,thisuniquenesswillprovetobea signi�icantsourceofcustomerretentionalongside attractingnewones.

istocomeupwithabrandideathatre�lectsthe vision,passion,andsoulofthepeopleworkingon it.Thiswouldinspireemployeestodeliverthe brandpromiseandamazingexperiencesinthe longerrun.“Thebrandsoulde�inesthemoral �iberforwhyeveryonewhoworksonthebrand wakesupeachdaytodelivergreatnessonbehalf ofthebrand,”heexplains.

teamworkacrossthebrandandalignthemtoseeka commonpurpose.Enlighteningaboutthesamehe concludes,“Likethesoulofahuman,everybrand bringsauniquecombinationofunexplainableassets,

customerrelationshipbackedbyasharedvision. Hesays,“Wedon’tgiveyouanswers.Wejustkeep askingmorequestionsuntilwe�indtheanswers thatwillinspireandexciteyou.Iwantyoutolove whatyoudoandthatstartswithwhatyoustandfor.” ThiscollaborationleadsBelovedBrandsin addressingthekeychallengesandbuildingresultorientedstrategies. Acknowledgingthatastrongerteamcanreciprocate smarterthinkingandbetterdecision-makingfora brand,the�irmrollsoutdecisivecoachingprograms fortheexecutiveteams. Theseprogramsarepotential enoughtoinspireandadopt exuberatingadvertisingand mediachoices. Besides,BelovedBrands givesbrandleadersaccessto bestbrandmanagement toolkitsandonlinetemplates withinafewclicks.

ENTREPRENEURSHIP “Entrepreneursmustbeabletothink strategically,de�inethebrand,buildaplan everyonecanfollow,maketherightdecisionson execution,andanalyzeaccordingly.Focusonplaying upyourcompetitiveadvantage–whetheryouuse yourbrandpositioning,productinnovation,or distributionchannels–toenhancethepurchase momentortheoverallconsumerexperience,”says Graham. Leadersshouldtakeownershipoftheirdecisions andmakesurethesedecisionsresultinpro�itable outcomes.Theirdecisionsshouldfortifythe workforceandexhibitbroadin�luenceacrossthe organization.Strategicthinking,leadingstrategic debatesandmakinga360obrandplaniswhatsets anentrepreneurapartfromthecompetitors. Grahambelievesinleadershipthatcanidentifythe targetcustomers,understandtheirrequirements, createatangible&motivatingbrandpositioning statement,andbuildabrandideaaroundit.

consumers

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Natascha Schijven left a Partner position at Deloitte to start a different kind of consulting firm A firm that values authenticity and empathy above all else. At her company Pinwheel,you can expect to be heard and cared about We give back We don't have a hidden agenda We consult with heart.Read our story at pinwheelco com

Natascha Schijven left a Partner position at Deloitte to start a different kind of consulting firm A firm that values authenticity and empathy above all else.

At her company Pinwheel,you can expect to be heard and cared about We give back We don't have a hidden agenda We consult with heart.Read our story at pinwheelco com

n G

Authentic consu with heart. We're here to help.

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?It?s so refreshing to meet a consultant who listens and empathizes while also telling it like it is. Natascha is one of the most authentic people I've ever met.?

Natascha Schijven | pinwheelco com

Authentic consulting with heart. We're here to help.

?It?s so refreshing to meet a consultant who listens and empathizes while also telling it like it is. Natascha is one of the most authentic people I've ever met.?

Natascha Schijven | pinwheelco com

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