EquiBrand Briefs provide practical tips for driving growth.

Leveraging Brand Equity to Capture New Revenue Streams

Brand Equity ExtensionOne 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 titles exist, across books, videos, software and online instruction. […]

Leveraging Brand Equity to Capture New Revenue Streams 2017-07-22T20:04:00+00:00

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

upstream marketingIn 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, its application and how it differs vs. Downstream Marketing.

Upstream Marketing […]

Upstream Marketing: Using the Principles of Insight, Identity and Innovation to Drive Growth 2017-01-19T03:09:44+00:00

Three Places To Look To Free Up Marketing Funds

management-consultancyAre 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 customers, launch more products, refresh their marketing materials – all at […]

Three Places To Look To Free Up Marketing Funds 2017-01-28T15:01:40+00:00

7 Things To Consider Before Purchasing HubSpot

Digital Marketing AgencyHubSpot is a leading marketing automation software provider that helps companies attract visitors, convert leads, and close customers. The company offers a number of potential benefits, including its all-in-one marketing and sales platform, a wealth of material on “inbound marketing,” and a free 30-day trial. […]

7 Things To Consider Before Purchasing HubSpot 2017-01-28T14:46:43+00:00

Using ‘Focused Ideation’ for Creative Problem Solving

Focused IdeationCreativity 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 function (e.g., Marketing or R&D) or relegated to certain times of […]

Using ‘Focused Ideation’ for Creative Problem Solving 2017-01-19T03:09:45+00:00

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.

Screen Shot 2013-12-16 at 11.43.57 AMWhile a brand strategy is useful to focus the organization against customer requirements, the Customer Value Proposition is necessary to link these brand strategies to […]

Linking Brand and Operational Strategies for Optimal Results 2017-01-19T03:09:45+00:00

Using Concept Optimization to Gain Deep Customer Insight

Concept OptimizationObtaining 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. […]

Using Concept Optimization to Gain Deep Customer Insight 2017-01-19T03:09:45+00:00

Achieving Customer Alignment for Accelerated Growth

Innovation Consulting FirmIs 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 […]

Achieving Customer Alignment for Accelerated Growth 2017-01-19T03:09:45+00:00

Improving Target Marketing to Maximize Customer Relevancy

Target MarketingjpgTarget 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 […]

Improving Target Marketing to Maximize Customer Relevancy 2017-01-19T03:09:46+00:00