ASK A GROUP OF A half dozen marketers to define the term “marketing” and you’ll likely get a dozen or more answers. Most will agree marketing is a broad topic, involves both art and science, and covers a wide range of activities in growing a business.
While there are literally hundreds of definitions of marketing, here’s […]
MARCH 1, 2021
MORAGA, CA – EquiBrand Consulting was named to Forbes’ list of America’s Best Management Consulting Firms for […]
December, 10, 2020
MORAGA, CA –In addition to being named to Forbes’ list of America’s Best Management Consulting Firms for the past three years, EquiBrand has been identified as […]
Upstream marketing refers to the strategic process of identifying and fulfilling customer needs. Based on extensive analysis and real-world projects, we identified seven upstream marketing best practices that distinguish high-performing brands. Specifically, best-in-class marketers:
How many times have you heard, “We didn’t learn anything new,” after conducting a primary research project?
At Equibrand Consulting we indicate the question isn’t, “Did you hear anything new?,” but rather, “Did you hear anything we’re not currently addressing?”
To be effective, brands must move from merely generating data […]
The EquiBrand team has conducted a best practices study on upstream marketing, drawing on real-world cases and a review of upstream marketing leaders. Here is an infographic overview, along with a downloadable PDF. If you have questions about our perspective, we’d love to hear from you!
What is brand strategy? We recently created an infographic that defines brand strategy and its major components: brand positioning, brand architecture and brand extension. We thought you might find this useful for your own organization. Click here for a downloadable PDF. The idea of going upstream to uncover growth opportunities is a proven approach though lacks definition, structure and practical instruction. The term itself was coined when Dr. Ram Charan, a top management consultant, published his book, “Profitable Growth Is Everyone’s Business”. In it, he describes upstream […]What is Upstream Marketing?EquiBrand2017-01-19T03:09:44-07:00
Leveraging Brand Equity to Capture New Revenue StreamsEquiBrand2017-07-22T20:04:00-07:00
Leveraging Brand Equity to Capture New Revenue Streams
One of the more popular book series out today is the “For Dummies” set, published by John Wiley & Sons, Inc. From “Wireless Internet Access for Dummies” to “Raising Smart Kids for Dummies,” over 200 titles exist, across books, videos, software and online instruction. […]
What is Brand Strategy? Check out this infographic – it’s all here on one page.EquiBrand2017-01-19T03:09:44-07:00
What is Brand Strategy? Check out this infographic – it’s all here on one page.
Upstream Marketing: Using the Principles of Insight, Identity and Innovation to Drive GrowthEquiBrand2021-04-18T22:19:56-07:00
Upstream Marketing: Using the Principles of Insight, Identity and Innovation to Drive Growth
Upstream Marketing Definition
Three Places To Look To Free Up Marketing FundsEquiBrand2017-01-28T15:01:40-07:00
Three Places To Look To Free Up Marketing Funds
Are you finalizing corporate, marketing and brand development budget priorities for the upcoming year? Many of our brand consultancy clients are faced with the issue of having to do more with less – attract more customers, launch more products, refresh their marketing materials – all at […]
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