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.
About EquiBrandTim serves as EquiBrand Consulting's Managing Partner, and brings deep professional experience in helping companies establish and extend brands through marketing, branding and new product development.
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.
Qualitative research can be an invaluable tool in understanding your customers. Here are 9 reasons why you need to conduct in-person qualitative research regularly.
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.
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 […]
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 proficient […]
At Equibrand Consulting we indicate the question isn’t, “Did you hear anything new?,” but rather, “Did you hear anything we’re not currently addressing?”
To be effective, brands must move from merely generating data […]
EquiBrand continually conducts best practices research on upstream marketing, drawing on real-world cases and a review of upstream marketing leaders. Here is an infographic overview, along with a downloadable PDF. If you have questions about our perspective, we’d love to hear from you!