EquiBrand Briefs. Unlock Growth Using Upstream Marketing.
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Featured Insights
The Future of Upstream Marketing: How AI Accelerates Insight, Identity, and Innovation
AI is reshaping upstream marketing. Learn how artificial intelligence enhances strategic insight, brand identity, and innovation across the 7-Step Approach from Upstream Marketing.
Aim ’Em, Don’t Tame ’Em: Lessons in Creativity and Growth
Ready to spark creativity & growth? Discover why aiming ideas - not taming them - unlocks creativity, and how culture drives real innovation.
From a Mouse to a Media Empire: How Disney Innovates and What We Can Learn
See how Disney turned a single mouse sketch into a global media empire using a strategic Create-Test-Learn approach for continuous innovation.
What Is a Brand? Think Fiddle vs. Violin
Discover the true meaning of a brand and why perception matters, using the fiddle vs. violin analogy to illustrate how branding shapes audience connections.
Are Customer Benefits Getting in the Way of Structuring Your Brand Architecture?
A clear brand architecture helps customers navigate offerings. This article outlines a practical, category-first approach to brand portfolio management, naming, and messaging—designed to improve clarity, decision-making, and growth.
From Toothfish to Treasure: Why Smart Brands Redefine Their Products – and the Categories They Compete In
Want to boost sales without changing your product? Redefine how customers see it and discover the power of perception in driving business growth.
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