EquiBrand Briefs Archives

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

EquiBrand2025-06-12T19:40:15-07:00

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.

Are Customer Benefits Getting in the Way of Structuring Your Brand Architecture?EquiBrand2025-06-12T19:40:15-07:00

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

EquiBrand2025-06-09T06:46:25-07:00

Want to boost sales without changing your product? Redefine how customers see it and discover the power of perception in driving business growth.

From Toothfish to Treasure: Why Smart Brands Redefine Their Products – and the Categories They Compete InEquiBrand2025-06-09T06:46:25-07:00

How a Family Pharmacy Shaped Careers — and Inspired Lifelong Lessons

EquiBrand2025-05-02T11:39:57-07:00

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.

How a Family Pharmacy Shaped Careers — and Inspired Lifelong LessonsEquiBrand2025-05-02T11:39:57-07:00

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

EquiBrand2025-03-28T12:51:28-07:00

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.

Is There a Common Set of Business Principles These Companies Employ?EquiBrand2025-03-28T12:51:28-07:00

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

EquiBrand2025-03-14T13:58:28-07:00

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.

A Tale of Two Brand Value Propositions: What Starbucks Learned, and Southwest is ForgettingEquiBrand2025-03-14T13:58:28-07:00

Starbucks Value Proposition Example

EquiBrand2025-03-12T19:43:42-07:00

Starbucks is a great example of how “commoditized” products can compete on value by stringing together a number of brand benefit planks.

At the most basic level, Starbucks markets three things: product, service, and atmosphere, crafted into a “third place” experience. It then combines these with a social impact plank to […]

Starbucks Value Proposition ExampleEquiBrand2025-03-12T19:43:42-07:00

Southwest Airlines Value Proposition

EquiBrand2025-03-12T19:42:27-07:00

Southwest Airlines built its business by keeping essential things simple and implementing them consistently. Southwest offers one plane type, one class of service, and a streamlined boarding process. It has a limited set of destinations, often at secondary, less congested airports. If you want to fly to Chicago, you’ll find […]

Southwest Airlines Value PropositionEquiBrand2025-03-12T19:42:27-07:00