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Leveraging Brand Equity to Capture New Revenue Streams

By | February 5th, 2015|Categories: EquiBrand Briefs|

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 [...]

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What is Brand Strategy? Check out this infographic – it’s all here on one page.

By | December 7th, 2014|Categories: EquiBrand Briefs|

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. If [...]

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Upstream Marketing: Using the Principles of Insight, Identity and Innovation to Drive Growth

By | February 26th, 2014|Categories: EquiBrand Briefs|

In our marketing strategy and brand consultancy work, we tend to emphasize "Upstream Marketing," in helping companies develop effective growth strategies and plans. Here is a bit more information on how we define Upstream Marketing, [...]

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Three Places To Look To Free Up Marketing Funds

By | January 6th, 2014|Categories: EquiBrand Briefs|

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 [...]

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Using ‘Focused Ideation’ for Creative Problem Solving

By | November 5th, 2012|Categories: EquiBrand Briefs|

Creativity in Business Problem Solving Creativity is an important cultural component for any organization looking to grow and expand. In truly innovative companies, creativity occurs naturally, every day, and is not concentrated within a particular [...]

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Linking Brand and Operational Strategies for Optimal Results

By | February 4th, 2012|Categories: EquiBrand Briefs|

The strongest, most enduring brands and businesses result from a disciplined alignment of initiatives against marketplace requirements. While a brand strategy is useful to focus the organization against customer requirements, the Customer Value Proposition is [...]

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Using Concept Optimization to Gain Deep Customer Insight

By | January 16th, 2012|Categories: EquiBrand Briefs|

Obtaining deep customer insight is a critical component of successful marketing, and is often a source of competitive advantage. The most successful market-driven firms use a variety of techniques to gain this insight, often relying [...]

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Achieving Customer Alignment for Accelerated Growth

By | January 5th, 2012|Categories: EquiBrand Briefs|

Is your organization aligned with the underlying needs of your most important customers? Organizations must constantly monitor and anticipate changes in customer needs, with a deep understanding of customer “whys”. More often, organizations study the [...]

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Improving Target Marketing to Maximize Customer Relevancy

By | November 2nd, 2011|Categories: EquiBrand Briefs|

Target marketing is one of the most important, though often overlooked, components in developing a sound marketing plan. Targeting recognizes the fact that most companies have limited resources and therefore, need to “place their bets” [...]

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