EquiBrand Briefs provide practical tips for driving growth.

How To Write A Great Brand Positioning Statement

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.

How To Write A Great Brand Positioning Statement 2018-08-03T04:57:42+00:00

Upstream Marketing: Developing Powerful Consumer Insights

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.

Upstream Marketing: Developing Powerful Consumer Insights 2018-08-03T04:57:02+00:00

Five Places Not To Search For Sales Growth

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.

Five Places Not To Search For Sales Growth 2018-06-27T19:11:04+00:00

Three Big Benefits To A Strong Value Proposition

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.

Three Big Benefits To A Strong Value Proposition 2018-05-27T04:31:17+00:00

Examining The Impact Of Self-Driving Vehicles On Strategy

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.

Examining The Impact Of Self-Driving Vehicles On Strategy 2018-05-27T04:29:41+00:00

Strategic Planning? This Is One Question You Need To Ask

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 next five years by launching a new product, entering new channels or pursuing new customer […]

Strategic Planning? This Is One Question You Need To Ask 2018-05-07T19:26:37+00:00

What Is Blockchain and How Will It Impact Marketing Strategy?

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 entire organizations grapple with.

We caught up with Beverly Macy, […]

What Is Blockchain and How Will It Impact Marketing Strategy? 2018-04-25T13:30:20+00:00

Five Key Attributes Of A Customer Journey Map

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 of your target market as they experience and try to solve a relevant pain serves as a much-needed reminder that marketing […]

Five Key Attributes Of A Customer Journey Map 2018-03-24T08:03:29+00:00

Why Listening To Your Customers Is Not Enough

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 organization needs to “always listen”.

The distinction between “always listening” vs. “listening” can mean the difference between success and failure.

Organizations that listen:

  • Are […]
Why Listening To Your Customers Is Not Enough 2018-02-23T07:08:47+00:00