EquiBrand Briefs provide practical tips for driving growth.

How to Create and Capture New Customer Demand Spaces

2024-02-20T05:17:08-07:00

What’s a common way to uncover deep consumer insight, linking product attributes and benefits sought?

Benefit laddering.

When properly constructed, a benefit hierarchy organizes thinking and signals powerful identity and innovation opportunities.

Break it Down: Ask “Why?” 3 Times

A benefit hierarchy breaks down a particular product or category into three […]

How to Create and Capture New Customer Demand Spaces2024-02-20T05:17:08-07:00

Stay Competitive: Focus on Customer Benefits, Not Product Attributes

2024-01-19T12:12:50-07:00

“People don’t want to buy a quarter-inch drill; they want a quarter- inch hole.”

This amusing quote by Theodore Levitt, an American economics and business professor, speaks to the idea of focusing on customer benefits rather than product attributes.

Memorable as it is, the quote is also extremely powerful…

People […]

Stay Competitive: Focus on Customer Benefits, Not Product Attributes2024-01-19T12:12:50-07:00

How The Right Customer Insight Leads to Growth Opportunities in Marketing

2023-12-21T13:45:57-07:00

There’s no one-size-fits-all approach when it comes to opportunities to gather customer insight.

Sometimes, a broad range of perspectives is essential for strategic context when gathering customer insight.

In other cases, however, doing a “deep dive” with a particular segment is necessary.

Broad range or deep dive into your market?

Gaining […]

How The Right Customer Insight Leads to Growth Opportunities in Marketing2023-12-21T13:45:57-07:00

Nurturing Brands: The Role of Marketing Strategy and Brand Management Consultants

2024-01-16T22:05:37-07:00

An effective brand strategy aims to create a lasting, positive impression, convey a brand’s value, and distinguish an organization from others. Brands go beyond logos and slogans, embodying the essence of a company and fostering emotions, loyalty, and trust among consumers. This critical role has given rise to specialized professionals known as

Nurturing Brands: The Role of Marketing Strategy and Brand Management Consultants2024-01-16T22:05:37-07:00

Leverage What You Know to Develop an Insights-Driven Marketing Plan

2023-12-21T13:48:01-07:00

How do we begin each client engagement?

Simple: By defining what is known and unknown about the customer, market, and current situation.

Some organizations have a staggering amount of market intelligence. In others, it’s virtually nonexistent. You’d think the more customer research, the better the insight.

Leverage What You Know to Develop an Insights-Driven Marketing Plan2023-12-21T13:48:01-07:00

Stalled Business Growth? Overcome it With A Different Marketing Approach

2023-12-21T08:04:47-07:00

By studying consumer trends and identifying customer segments, we move next to Concept Optimization REsearch (CORE) to obtain insight on new product solutions, developed using focused ideation and prototyping.

When Business Growth Stalls…

We conducted a study for a client who manufactures baking mixes for pancakes, waffles, cakes, muffins, and […]

Stalled Business Growth? Overcome it With A Different Marketing Approach2023-12-21T08:04:47-07:00

How to Grow Your Business: A Real-Life Case Study

2023-11-30T15:15:15-07:00

EVER EAT PANCAKES AT HOME? 

If so, do you make them from scratch, use a mix, or eat the frozen kind? 

Does adding water to the mix constitute baking? How about adding an egg? 

We set out to answer these and other questions for a client looking to grow their […]

How to Grow Your Business: A Real-Life Case Study2023-11-30T15:15:15-07:00

How to Turn Customer Insight Into Customer Action

2023-11-07T03:26:14-07:00

How do you obtain customer input?

Occasionally, we get calls from potential clients who value customer input, but are unsure how to obtain it.

Maybe you can relate.

“We want to conduct research” is their request. We follow up with probing questions to understand their needs better: To whom do you want to talk, and for what purpose?

Using […]

How to Turn Customer Insight Into Customer Action2023-11-07T03:26:14-07:00

To Improve Your Marketing Strategy, Look Closer, Think Deeper

2023-11-07T03:09:03-07:00

Struggling to revive your marketing strategy?

The insight principle of upstream marketing may be just what you need to transform it.

What is the insight principle, anyway?

The 1989 drama movie Dead Poets Society gives us a great example:

The late Robin Williams, acting as English teacher John Keating, stands on his desk during one of his lectures and […]

To Improve Your Marketing Strategy, Look Closer, Think Deeper2023-11-07T03:09:03-07:00

Unlock SERIOUS Levels of Growth in Your Marketing Strategy

2023-10-24T07:28:52-07:00

What do you know about your important customers that your competitors don’t know?

This is the critical question we always ask in our consulting work at EquiBrand.

Here’s the reality: Collecting the same customer information, in the same way as your competitors just won’t cut it. Not in today’s world – and not in the […]

Unlock SERIOUS Levels of Growth in Your Marketing Strategy2023-10-24T07:28:52-07:00
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