EquiBrand Briefs provide practical tips for driving growth.

Linking Brand and Operational Strategies for Optimal Results

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 necessary to link these brand strategies to business strategies. Brand Strategy Statement Limitations Companies will often spend considerable effort crafting [...]

Using Concept Optimization to Gain Deep Customer Insight

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 on non-traditional methods for obtaining deep insight into their customer. One such method is the use of concept optimization research, [...]

Achieving Customer Alignment for Accelerated Growth

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 “whats” and the “hows” – what their customers are doing or how they’ve behaved in the past, vs. understanding why [...]

Improving Target Marketing to Maximize Customer Relevancy

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” where they will yield the highest return. Many companies are reluctant to select a defined core target segment, fearing that [...]