EquiBrand Briefs provide practical tips for driving growth.
A brand positioning statement is a concise internal description of what you want your brand to stand for in the minds of your target. Once developed, the brand positioning statement should serve to inform key decisions made regarding the brand, such as brand name, selling messages, marketing materials, channel/media allocation and much more.
Consumer insights are the foundation of every successful brand strategy. The building blocks of developing consumer insights generally include: exploring customer needs, segmenting the market, optimizing concepts and finalizing the offering. This broad-to-narrow, quantitative-to-qualitative pattern works across virtually every industry.
Every organization wants growth, but most search in all the wrong places. Many CEOs, business leaders and marketing experts overemphasize downstream marketing, ignoring the power of upstream marketing in driving revenue. Here are 5 places NOT to search for sales growth.
Qualitative research can be an invaluable tool in understanding your customers. Here are 9 reasons why you need to conduct in-person qualitative research regularly.
A value proposition is the missing link that connects customer needs with your organizational capabilities. It identifies value elements sought by customers and then establishes alignment around these elements. Learn three reasons why your organization needs a well-defined value proposition.
Either formally or informally, every organization undergoes a strategic planning process where you envision the future of your brand.
What Must Be True
Your goal may be to grow significantly in the next five years by launching a new product, entering new channels, or pursuing new customer […]
A customer journey map can be a valuable tool in developing a successful growth strategy.
The process of developing a journey can be as beneficial as the deliverable itself. Understanding the thoughts, feelings, and actions of your target market as they experience and try to solve a relevant pain serves as a much-needed reminder that marketing […]
In this ever-evolving age of real-time data and always-on social channels, you would be hard-pressed to find organizations that disagree with the importance of listening to customers.
However, “listening” may not be enough.
Your organization needs to “always listen”.
The distinction between “always listening” vs. “listening” can mean the difference between success and failure.
How many times have you heard, “We didn’t learn anything new,” after conducting a primary research project?
At Equibrand Consulting we indicate the question isn’t, “Did you hear anything new?,” but rather, “Did you hear anything we’re not currently addressing?”
To be effective, brands must move from merely generating data […]
EquiBrand continually conducts best practices research on upstream marketing, drawing on real-world cases and a review of upstream marketing leaders. Here is an infographic overview, along with a downloadable PDF. If you have questions about our perspective, we’d love to hear from you!
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