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.
Autonomous vehicle technology represents a major source of disruption in virtually every industry. We interviewed Jeff Eckerling, Senior Vice President of Revenue and Growth at SP+ Corporation, to discuss the potential impact of autonomous vehicles on marketing, branding and operations in various industries.
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 [...]
Besides powering crypto currencies like Bitcoin, blockchain has the power to be transformative at all levels of corporate strategy. In fact, blockchain has immense upstream marketing implications as it removes barriers and solves problems that [...]
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 [...]
In this ever evolving age of real-time data and always-on social channels, you would be hard-pressed to find organizations that disagree with the importance of listening to customers. However, "listening" may not be enough. Your [...]
EquiBrand Consulting named as one of Advisory HQ’s Best Marketing Consulting Firms EquiBrand is listed among the “Top 7 Best Marketing Consulting Firms,” for its Upstream Marketing Services February 14, 2018 MORAGA, CA –After [...]
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 [...]