EquiBrand Briefs provide practical tips for driving growth.
The strongest, most enduring brands and businesses result from a disciplined alignment of initiatives against marketplace requirements.
While a brand strategy is useful to focus the organization against customer requirements, the Customer Value Proposition is necessary to link these brand strategies to […]
Obtaining deep customer insight through concept testing is a critical component of successful marketing, and can be a source of competitive advantage. The most successful market-driven firms use a variety of techniques to gain this insight, often relying on non-traditional methods for obtaining deep insight […]
Is your organization aligned with the underlying needs of your most important customers? Organizations must constantly monitor and anticipate changes in customer needs, with a deep understanding of customer “whys”. More often, organizations study the “whats” and the “hows” – what their customers are […]
Target marketing is one of the most important, though often overlooked, components in developing a sound marketing plan. Targeting recognizes the fact that most companies have limited resources and therefore, need to “place their bets” where they will yield the highest return.
Many companies are reluctant […]
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