EquiBrand Briefs

Are Customer Benefits Getting in the Way of Structuring Your Brand Architecture?
Are Customer Benefits Getting in the Way of Structuring Your Brand Architecture?

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.

By EquiBrand||Categories: EquiBrand Briefs|Tags: Brand Building, Brand marketing consultant, business principles, business success, consumer loyalty, Customer-Centricity, family business, Innovative Companies, Marketing Strategy|0 Comments

From Toothfish to Treasure: Why Smart Brands Redefine Their Products – and the Categories They Compete In
From Toothfish to Treasure: Why Smart Brands Redefine Their Products – and the Categories They Compete In

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.

By EquiBrand||Categories: EquiBrand Briefs|Tags: Brand Building, Brand marketing consultant, business principles, business success, consumer loyalty, Customer-Centricity, Innovative Companies, Marketing Strategy, Product Reframing, Redefine Products|0 Comments

How a Family Pharmacy Shaped Careers — and Inspired Lifelong Lessons
How a Family Pharmacy Shaped Careers — and Inspired Lifelong Lessons

How a Family Pharmacy Shaped Careers — and Inspired Lifelong Lessons

Host Mike Koelzer brings together his brothers in a special episode of The Business of Pharmacy Podcast to share business and life lessons learned growing up in a family-run pharmacy.

By EquiBrand||Categories: EquiBrand Briefs|Tags: Brand Building, Brand marketing consultant, business principles, business success, consumer loyalty, Customer-Centricity, family business, Innovative Companies, Marketing Strategy|0 Comments

Is There a Common Set of Business Principles These Companies Employ?
Is There a Common Set of Business Principles These Companies Employ?

Is There a Common Set of Business Principles These Companies Employ?

Discover the enduring business principles that help iconic companies like Amazon, Apple, and Google achieve lasting success. Learn how a shared strategic framework—insight, identity, and innovation—keeps these brands evolving and growing over time.

By EquiBrand||Categories: EquiBrand Briefs|Tags: Brand Building, Brand marketing consultant, business principles, business success, consumer loyalty, Customer-Centricity, Innovative Companies, Marketing Strategy|0 Comments

A Tale of Two Brand Value Propositions: What Starbucks Learned, and Southwest is Forgetting
A Tale of Two Brand Value Propositions: What Starbucks Learned, and Southwest is Forgetting

A Tale of Two Brand Value Propositions: What Starbucks Learned, and Southwest is Forgetting

Focusing solely on cost-cutting can erode a brand’s essence. Learn how Starbucks is reclaiming its identity while Southwest Airlines risks losing its edge. Discover why a strong value proposition matters.