EquiBrand Briefs provide practical tips for driving growth.
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 […]
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.
Gaining […]
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 brand management consultants […]
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