EquiBrand Briefs provide practical tips for driving growth.

Apple’s Bold Move: Integrating AI to Elevate Its Brand and Business Strategy

2024-06-10T15:15:27-07:00

In a groundbreaking announcement, Apple unveiled its latest innovation: the integration of artificial intelligence (AI) into the iPhone and Siri application. This strategic move represents a significant step forward in Apple’s upstream marketing strategy, encompassing consistency with its overarching brand image, brand extension, brand leverage, and […]

Apple’s Bold Move: Integrating AI to Elevate Its Brand and Business Strategy2024-06-10T15:15:27-07:00

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
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