EquiBrand Briefs provide practical tips for driving growth.
Learn how top companies like Amazon and Apple use their 'why' to drive success. Discover the power of customer-centricity and brand purpose to build loyalty and guide decisions.
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 […]
To identify new growth avenues, follow the lead of some of the world’s top companies: Amazon, Nike, Apply & Walt Disney. Learn how they do it successfully.
The world’s top companies are all well-known for their strong brands & innovative products. What sets them apart? Discover the secret to their success.
See how top companies gain market insight, why it’s a must to infuse this insight with action, and how to structure problem-solving.
Learn more about whiteboard concepts and strawman proposals. Both are smart tools you can use to develop strategic benefit-based marketing solutions.
No one can predict the future, but with the right techniques, you can gather insight to uncover potential new business opportunities to stay competitive and grow.
In today’s complex business environment, marketers and consumers share something in common: overwhelm. Conquer it with product benefits!
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.
A benefit hierarchy breaks down a particular product or category into three […]
“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 […]
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