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: [...]
Today’s marketer is as overwhelmed as today’s consumer: technology is driving the rapid development of new product and service benefits. As such, it is important to take a step back to understand the benefits a customer receives from your product or service.
The innovation process is vital to an organization’s long term success. Rather than rely on intuition, luck or an occasional brainstorming meeting, innovation requires a systematic approach. Here are some specific actions you can take to insure that your innovation process is successful.
From marketing to human resources, a strong brand will benefit your entire organization. Whether to support a new strategic brand building project or to reinforce the importance of ongoing upstream marketing initiatives, here is a comprehensive list of organizational benefits provided by a strong brand.
Creating a strategic brand advantage means understanding your customers better than your competitors. Deep insight into what motivates customers is the foundation of a successful brand strategy. One key ingredient to developing deep insights is the effective utilization of available market research tools. Here are 11 examples of innovative tools which can help take your marketing research process to the next level.
A brand positioning statement is a concise internal description of what you want your brand to stand for in the minds of your target. Once developed, the brand positioning statement should serve to inform key decisions made regarding the brand, such as brand name, selling messages, marketing materials, channel/media allocation and much more.
Consumer insights are the foundation of every successful brand strategy. The building blocks of developing consumer insights generally include: exploring customer needs, segmenting the market, optimizing concepts and finalizing the offering. This broad-to-narrow, quantitative-to-qualitative pattern works across virtually every industry.
Every organization wants growth, but most search in all the wrong places. Many CEOs, business leaders and marketing experts overemphasize downstream marketing, ignoring the power of upstream marketing in driving revenue. Here are 5 places NOT to search for sales growth.
A value proposition is the missing link that connects customer needs with your organizational capabilities. It identifies value elements sought by customers and then establishes alignment around these elements. Learn three reasons why your organization needs a well-defined value proposition.
Either formally or informally, every organization undergoes a strategic planning process where you envision the future of your brand. What Must Be True Your goal may be to grow significantly in the [...]
A customer journey map can be a valuable tool in developing a successful growth strategy. The process of developing a journey can be as beneficial as the deliverable itself. Understanding the thoughts, feelings, and actions [...]