Graham Robertson – Beloved Brands Mini MBA

Here’s What You Get:

Who this brand management course is for

The Beloved Brands Mini MBA is built for working marketers who want to get ahead: brand managers, assistant brand managers, marketing managers, and anyone moving into a brand role without formal marketing training. If you’ve been learning on the fly and want a proven way to think, plan, and make decisions, this course is for you.

What you’ll learn

The course follows the five skills every brand manager needs, in the same order we teach them to corporate marketing teams.

Strategic Thinking

Learn to ask the tough questions before jumping to solutions. Our Strategic ThinkBox helps you look at your brand’s core strength, consumer bond, competitive situation, and business situation, so you can build strategies around what matters most.

Brand Positioning

Define a focused target, uncover real consumer insights, and turn product features into functional and emotional benefits. You’ll write a brand positioning statement, build a brand idea, and turn it into a brand concept.

Brand Plans

Write a brand plan that works as a decision-making tool. You’ll set a vision and purpose, frame the key issues as questions, write clear strategic statements, and build execution plans, finishing with an Apple case study.

Marketing Execution

Learn how to write a creative brief, then use our Marketing PlayBox and Creative Checklist to judge whether an ad will get attention, link to your brand, communicate the message, and stick. You’ll also learn how to give better feedback to agencies and make media decisions that follow your consumer’s purchase journey.

Brand Analytics

Run a deep-dive business review of your market, consumers, channels, competitors, and brand, using 64 analytical questions and brand funnels to find the real issues. Marketing Finance 101 helps you understand the numbers behind your brand.

A bonus module covers how to manage your marketing career.

Built from real brand experience

I learned marketing by running brands at Johnson & Johnson, Coca-Cola, and General Mills, where every decision had a sales target, a budget, and a boss attached to it.

That’s how this course is built. You’ll learn how to handle the situations brand managers face every week: getting a plan approved, giving feedback on creative that isn’t working, finding the real issue in a business review, and deciding where to spend a limited budget. The workbooks have you apply each tool to your own brand, so you finish with work you can use on the job.

What’s included in the Mini MBA

• 36 on-demand videos, about 20 hours of training
• Readings from the Beloved Brands playbook in each module
• Brand management workbooks, so you can apply every tool to your own brand as you go
• Lifetime access to every video and course material
• A certificate for your resume and LinkedIn profile

Mini MBA students can also add the Consumer Brand Toolkit, our set of editable PowerPoint templates, at half price.

Learn from Graham Robertson

I spent more than 20 years in the job you’re doing now, working my way up to VP of Marketing at Johnson & Johnson, with earlier roles at Coca-Cola, General Mills, and Pfizer. Since founding Beloved Brands, I’ve trained marketing teams in more than 30 countries. Every tool in this course has been tested on real brands.

Build Brand Analytics that uncover what others miss

Our Beloved Brands playbook shows you how to run deep-dive brand audits that expose hidden challenges, surface real growth opportunities, and focus your team on the few issues that truly matter.

Challenge your Strategic Thinking

You’ll learn to ask smarter, tougher questions that change how you see your brand, your market, and your role as a marketer—unlocking sharper strategies and clearer choices.

Sharpen your Brand Positioning

We give you proven tools and consumer benefit frameworks that help you define positioning that is meaningful, motivating, and defensible—turning functional and emotional benefits into competitive advantage.

Build a Brand Plan that sets your future direction

You’ll learn how to create a clear, aligned brand plan that focuses priorities, mobilizes teams, and drives smarter decisions across your organization.

Master the decisions that drive Marketing Execution

From writing stronger creative briefs to making confident calls on advertising, innovation, and campaigns, this book helps you lead execution that gets noticed and gets results.

Trusted by marketers who demand real-world impact

Over 80% of our Amazon reviews are 5-star. Marketers tell us this playbook stays within arm’s reach when the pressure is on and the decisions matter most.