Your opportunity to gain access to world-class brand management training

Learn to think, position, plan, execute and analyze


  1. Adopt new strategic thinking methods, looking at your brand’s core strength, the competitive landscape, consumer relationship, and the situation it faces.
  2. Learn to define your brand positioning and a brand idea, using functional and emotional benefits, to set up your brand to win in the marketplace
  3. Write smarter strategic brand plans that get everyone on the same page, learning how to write the vision, purpose, key issues, strategies, and tactics.
  4. Be capable of making smart and creative decisions to find outstanding marketing execution through your creative advertising and media experts.
  5. Leverage stronger marketing analytics to lead a deep-dive business review, that looks at the marketplace, consumers, channels, competitors, and the brand.

World-class brand management toolkit

The express version is ideally suited to those who already have the Beloved Brands book, or who already have the Beloved Brands PowerPoint templates. 

Course curriculum

  • 1

    Introduction

  • 2

    Strategic Thinking

    • Download Strategic Thinking chapter of Beloved Brands

    • Why Brand Love Matters

    • Download your Strategic Thinking assignments

    • How you think; how you decide.

    • The elements of strategic thinking

    • Your brand's core strength

    • Consumer Strategy

    • Competitive Strategy

    • Situation Strategy

    • Submit your strategic thinking assignments
  • 3

    Brand Positioning

    • To start, download four of our chapters on Brand Positioning

    • Define your target market

    • Download your Brand Positioning Assignment

    • Consumer insights

    • Consumer benefits

    • The Brand Positioning Statement

    • The brand idea

    • Brand idea map

    • Using your brand idea to steer everyone

    • Submit your Brand Positioning Assignments
  • 4

    Brand Plans

    • Download How to write a brand plan chapter from Beloved Brands

    • Brand plan process

    • Download your Brand Plan Assignment

    • Vision, purpose, and values

    • Key issues and strategies

    • Execution planning

    • Brand Plan formats

    • Brand Plan definitions

    • Submit your Brand Plan Assignment

    • Download Execution Plans chapter from Beloved Brands
  • 5

    Marketing Execution

    • Advertising process

    • Download your marketing execution workbook

    • Creative brief

    • Advertising that captures attention

    • Advertising that drives brand link

    • Advertising that communicates

    • Advertising that sticks

    • Making advertising decisions

    • Submit your Marketing Execution Assignments
  • 6

    Marketing Analytics

    • Principles of marketing analytics

    • Download your Marketing Analytics Workbook

    • Deep Dive: Marketplace and consumers

    • Deep Dive: Channels and competitors

    • Deep Dive: The brand

    • Putting together the deep dive review

      FREE PREVIEW

    • Marketing Finance 101

    • Submit your Marketing Analytics Assignments
  • 7

    Marketing Career

    • Managing your marketing career

Our brand management program has been approved for 24 CPD hours

Our Beyond the MBA brand management program has been approved for 24 professional development hours by the CPD standards office.
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Introducing Graham Robertson

Founder and Instructor

Graham Robertson

Founder and Instructor

Graham Robertson is one of the voices for today's brand leaders. As the founder of Beloved Brands Inc, a boutique brand consulting firm, Graham has been a trusted brand advisor to many of the greatest brands around the world, including the NFL Players Association, Shell, Reebok, Slack, Acura, The Mayo Clinic, Miller beer, National Geographic, and Pfizer. In his marketing career, Graham led some of the world's most beloved brands at Coke, General Mills, Pfizer, and Johnson & Johnson, rising up to VP Marketing. He has won numerous awards, including Marketing Magazine's "Marketer of the Year," BusinessWeek's best new product award, and four Effie advertising awards. His bestselling book, Beloved Brands, is the playbook for how to build a brand that consumers will love. This book is a ‘how-to’ book for any marketer who has to get things done, and set their brand up to win in the market. Every participant in our brand management program will get a copy of the book to follow along throughout the course. Graham's passion is to help prepare brand leaders for success. With Beyond the MBA, we will help you reach your full potential in your career.

Pricing options

Includes all the training on strategic thinking, brand positioning, brand plans, marketing execution and analytics. Does not include our Beloved Brands book or PowerPoint templates.