Marketing performance is determined by a small set of upstream decisions: how markets are defined, how brands and products are structured, how value is positioned, and how go-to-market strategy is executed. When these decisions are clear, execution becomes more effective. When they are not, even strong execution struggles to perform.
EXPLORE CAPABILITIES →
The Critical Decisions That Drive Marketing Performance
Marketing Strategy
Define where to play and how to winDefine target segments and generate deep customer insight to guide strategic priorities and growth decisions.
Brand Architecture & Portfolio Strategy
Structure brands for clarity and growthClarify the roles of brands and products to eliminate overlap and support scalable portfolio growth.
Value Proposition & Positioning
Clarify why customers choose youIdentify the differences that matter most and translate them into clear, compelling positioning.
Go-to-Market & Customer Experience
Translate strategy into market impactAlign channels, messaging, and touchpoints to deliver a consistent and effective customer experience.
Start with an Upstream Diagnostic
A focused engagement to assess your current strategy and define the decisions that will drive performance.
The Upstream Diagnostic is designed for leadership teams facing important marketing decisions or performance challenges. We evaluate your current strategy across segmentation, brand structure, positioning, and go-to-market to identify what is working, what is not, and where to focus.
What you get:
-
Clear assessment of your current marketing strategy
-
Identification of gaps, overlaps, and missed opportunities
-
Prioritized recommendations on the decisions that matter most
-
A practical roadmap to guide next steps
Who this is for:
-
Reassessing marketing strategy or direction
-
Experiencing inconsistent or underperforming results
-
Managing complex brand or product portfolios
-
Preparing for growth, launch, or transformation
Typically completed in 4-6 weeks. Designed for leadership teams making high-stakes marketing decisions.
Clients engage us when they need to:
-
Define a clear marketing strategy to drive growth
-
Enter new markets or reposition existing offerings
-
Strengthen or simplify complex brand and product portfolios
-
Develop and validate new business or innovation opportunities
-
Align teams around a clear direction following change or disruption
-
Bring objective, experienced perspective to high-stakes decisions
When to Engage EquiBrand
-
Specialized focus on upstream marketing and strategy before execution
-
Proven track record across Fortune 100 and growth-stage companies
-
Market-driven, customer-centric approach to decision-making
-
Senior-level consulting with both strategic and operational perspective
-
Practical, actionable recommendations that teams can implement
-
Collaborative process that builds alignment and accelerates execution
The Upstream Marketing Framework
A practical approach to defining the decisions that drive marketing performance before execution begins.
EquiBrand’s work is grounded in the upstream marketing framework, which helps organizations identify growth opportunities, strengthen differentiation, and align brand, portfolio, and innovation decisions.
Outlined in the book Upstream Marketing, the framework draws on best-practice insight from leading organizations such as Amazon, Apple, Nike, Southwest Airlines, Starbucks, and Disney.
Learn how leading organizations consistently define where to compete and how to win.
Brand Strategy and Marketing Consulting Case Studies
Developing a direct-to-consumer (DTC) marketing strategy and action plan for a healthcare insurance company
Establishing a go-to-market strategy for a coalition of apparel manufacturers
Creating a brand architecture strategy and distinct identities for a leading automotive manufacturer
Repositioning an automotive brand and extending its value proposition
Launching a new product form and expanded indication for a leading prescription drug
Developing a launch positioning for a new combination drug-device therapy
Extending an established consumer products brand into other product categories to capture new revenue streams
Developing and implementing a digital marketing strategy and plan to scale a regional medical spa
Establishing a coordinated branded house strategy to drive economic growth in a major metropolitan region
Implementing a brand architecture across a leading global energy company
Establishing a strategic positioning for a newly formed professional services company
Developing a marketing strategy and plan for a fixed income broker-dealer fintech organization
Developing a comprehensive brand strategy to reposition a food company and identify growth opportunity areas
Establishing a brand extension strategy for a food company to enter into new markets, categories and products
Developing a brand strategy and plan for a industrial products company, working across business units
Extending an insurance brand to capture adjacent market opportunities within financial services
Developing a unified marketing strategy and action plan for an internet-of-things technology partnership
Redefining an internet search business model to meet the changing needs of the customer and competitive environment
Developing a value proposition and private label brand for a hospital supply company
Developing a value proposition and launch positioning for a medical center joint venture
Establishing a life sciences industry cluster brand to fuel economic growth
Establishing an innovation strategy, process and organizational guidelines for a leading weekly publication
Creating a new category and brand for a new medical technique and breakthrough device
Building a medical device corporate brand and integrating acquired business units
Creating a new medtech divisional brand and action plan for future acquisitions
Developing the brand positioning and launch strategy for a new mobile phone targeting parents and their kids
Solidifying the strategy of a multi-channel retailer undergoing a direct-to-consumer business model transformation
Developing a new brand and category expansion opportunities for a nutritional supplements company
Creating a new business concept and brand to extend to a new medical therapy area
Developing an expanded concept, marketing strategy and launch plan for a personal development company
Repositioning a leading prescription drug to address new market conditions
Developing a positioning and messaging strategy for established drug
Identifying and evaluating where-to-play market opportunity areas for a university-sponsored technology transfer program
You can learn more about our ‘biobrand’ services here for healthcare, medical device, and pharmaceutical companies.
Our Client Experience
Our Focus is Your Business
Our clients, from Fortune 100 companies to venture-backed start-ups, come to us to improve their business conditions through marketing, branding, digital, and other consulting services.
Follow EquiBrand