ASK A GROUP OF a half dozen marketers to define the term “marketing” and you’ll likely get a dozen or more answers. Most will agree marketing is a broad topic, involves both art and science, and covers a wide range of activities in growing a business.

While there are literally hundreds of definitions of marketing, here’s a […]

EquiBrand Consulting Named as one of America’s Best Marketing Consulting Firms

EquiBrand is named a top consulting firm for the years 2017 through 2022, based on feedback from industry peers and business executives.

EquiBrand Consulting was named to Forbes’ list of […]

EquiBrand Consulting named as one of Advisory HQ’s Best Marketing Consulting Firms

EquiBrand is listed among the “Top 8 Best Marketing Consulting Firms,” for its Upstream Marketing Services

In addition to being named to Forbes’ list of America’s Best Management Consulting Firms annually, EquiBrand has been identified as a Best Marketing Consulting Firms as compiled by

Upstream marketing refers to the strategic process of identifying and fulfilling customer needs. Based on extensive analysis and real-world projects, we identified seven upstream marketing best practices that distinguish high-performing brands. Specifically, best-in-class marketers:

Today’s marketer is as overwhelmed as today’s consumer: technology is driving the rapid development of new product and service benefits. As such, it is important to take a step back to understand the benefits a customer receives from your product or service.

The innovation process is vital to an organization’s long term success.  Rather than rely on intuition, luck or an occasional brainstorming meeting, innovation requires a systematic approach. Here are some specific actions you can take to insure that your innovation process is successful.

From marketing to human resources, a strong brand will benefit your entire organization. Whether to support a new strategic brand building project or to reinforce the importance of ongoing upstream marketing initiatives, here is a comprehensive list of organizational benefits provided by a strong brand.

Creating a strategic brand advantage means understanding your customers better than your competitors. Deep insight into what motivates customers is the foundation of a successful brand strategy. One key ingredient to developing deep insights is the effective utilization of available market research tools. Here are 11 examples of innovative tools which can help take your marketing research process to the next level.

A brand positioning statement is a concise internal description of what you want your brand to stand for in the minds of your target. Once developed, the brand positioning statement should serve to inform key decisions made regarding the brand, such as brand name, selling messages, marketing materials, channel/media allocation and much more.