Making Consumers Love Your Brand, Graham Roberton, TBJApodcast 33
Listen to the Episode Below (00:44:27)
Brand Journalism, Marketing & More
Subscribe to build a Competitive Advantage in your marketplace

Graham Robertson on The Brand Journalism Advantage PodcastGraham Robertson gives tips to make consumers fall in love with your brand. Understand the importance of brand positioning statements, defining your consumer, and speaking the language of benefits to show consumers what’s in it for them.

Graham Robertson is the voice of the modern Brand Leader. He started Beloved Brands, knowing he could “Make Brands better and Brand Leaders better™”. He brings his vast experience to the table. Graham spent 20 years leading some of the world’s most beloved brands at Johnson and Johnson, Pfizer, General Mills, and Coke, rising through the ranks up to VP of Marketing. Graham played a major role in helping Pfizer win Marketing Magazine’s Marketer of the Year award.  As a Brand Coach, he can help you create a winning positioning statement for your brand, write a Brand Plan everyone can follow, find advertising that drives growth and he can also train your team of Brand Leaders on everything marketing. Graham’s blog at has over 3 million views, and his public speaking appearances inspired Brand Leaders to love what they do.

Share This Show

Think Like A Journalist Quote


Success Tip
Career Highlight

Launched Listerine Strips. Starting his own business.

When It Didn’t Work

Graham had a difficult time breaking into marketing and advertising. Find our how he finally got his opportunity.

Brand Journalism & Marketing Advice
  1. Develop a positioning statement: define your target consumer.
  2. Focus. Focus. Focus.
  3. Get insights about your consumers not just facts.
  4. Crystalize how the consumer feels and how they are connected to a particular idea.
  5. Clearly communicate your benefit to consumers.
  6. Bring out the emotional benefits. See link to Graham’s Cheat Sheet in Resource Links below.
  7. Brand Planning: vision, map out three to four things that you want to achieve in next several years, brainstorm things that are in the obstacles (30-40 things) Narrow down to five and turn the obstacles into questions.
  8. Come up with the best questions…the answers will then come. The answers become your strategy.
Multimedia Resource

The Internet.

Book, Documentary, Podcast, Internet Channel

Positioning: The Battle For Your Mind, Al Ries

Ted Talks

Resource Links

Graham’s emotional cheat sheet

TBJA 026 Nedra Kline Weinreich: How Transmedia Storytelling Can Grow Your Business

TBJA 023 Sue B. Zimmerman: Instagram Tips for Insta-Success

Example of brands doing a great job connecting with consumers at an emotional level:





Twitter @BelovedBrands

Graham Robertson LinkedIn Profile

Beloved Brands

Share This Show

Graham Robertson on The Brand Journalism Advantage Podcast


Phoebe Chongchua
Phoebe Chongchua

Phoebe Chongchua is a multimedia Brand Journalist, Brand Consultant & Marketing Strategist who is revolutionizing brand communication with consumers. She makes companies remarkable using brand journalism storytelling to grow their online presence, build a community, and gain greater market share. Phoebe is a former TV News journalist who helps brands gain a competitive advantage by learning to "Be the Media". Phoebe is the host of "The Brand Journalism Advantage" podcast and a "Top 50 Podcaster To Follow". Listen in iTunes or at

What Do You Think?

Leave a Reply