EquiBrand Briefs provide practical tips for driving growth.
Strategic patterns that work – and win – in upstream marketing can be found in several top companies EquiBrand has profiled.
Through in-depth case studies, we captured insight from hundreds of client executives and industry experts, including a deep dive on seven key companies:
What we discovered […]
Begin with the end in sight. That’s a central theme in upstream marketing.
It involves envisioning where you want to be in the future and then working backward to fill the gap, using a create-test-and-learn approach.
Sound familiar? If you know Stephen Covey’s bestseller, The 7 Habits of Highly Effective People, you […]
Upstream marketing: Is it a strategy or a process?
Actually…it’s neither.
Rather, it is a set of:
…all of which must be applied consistently. It is about identifying opportunities and fulfilling customer needs. It takes place at a much earlier stage than downstream marketing by developing a clear market segmentation map, and then identifying and […]
Many marketing strategies fail long before execution begins. Teams launch campaigns, redesign websites, invest in SEO, increase media spending, and expand marketing technology, yet growth remains inconsistent. In many cases, the issue is not execution. It is that the underlying strategic questions were […]
Who doesn’t want to improve their business performance? There is an innovative, very effective way to meet this one objective every business owner has: Upstream marketing.
When executed well, upstream marketing:
After adopting […]
In today’s world, business and marketing changes happen much faster than it did when leading companies like Apple, Amazon, and Google were in their early stages. The “digital economy” – which has become one of the key drivers of our economy – was just beginning to take shape. The emergence of AI will only increase the […]
Amazon, Apple, Google, Nike, Southwest Airlines, Starbucks, and The Walt Disney Company.
How have these companies – and others like them – been able to consistently grow their business compared with others in their respective industries?
As different as these companies are in terms of the products and services they offer and the markets […]
“What’s the headline?”
That’s the question a lead partner asked our consulting team during an internal strategy session back in the summer of 1997.
The client wanted to define a standard approach to growth and innovation, then implement it across the various business units within the company.
Our team had its task: to assist a global apparel manufacturer […]
EVER GONE FISHING? THINK of upstream marketing as everything that happens before the hook is in the water.
In fishing, the best anglers reflect and act on several factors before they cast their line. First, they consider the kind of fish, the casting, and the tools needed—the type of rod, reel, fishing line, and so on.
After answering a […]
I’ve got a question for you:
What do all the following forms of marketing have in common?
The answer is simple:
All are proven, effective ways to promote your business.
They also share a distinct commonality: all are downstream in nature.
This means that they’re […]
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