EquiBrand Briefs provide practical tips for driving growth.
Most marketing books teach tactics. Few shape how you think.
This list focuses on the books that have defined modern marketing strategy, from positioning and persuasion to business model design and growth.
If you’re serious […]
The best marketing strategy consulting firms help organizations make the critical decisions that drive long-term business growth. While many marketing consulting firms focus primarily on downstream execution such as digital marketing, media buying, SEO, or campaign management, strategy-focused consulting firms work further upstream to help companies determine where […]
In addition to being named to Forbes’ list of America’s Best […]
Upstream marketing refers to the strategic process of identifying and fulfilling customer needs. Based on extensive analysis and real-world projects, we identified seven upstream marketing best practices that distinguish high-performing brands. Specifically, best-in-class marketers:
Today’s marketer is as overwhelmed as today’s consumer: technology is driving the rapid development of new product and service benefits. As such, it is important to take a step back to understand the benefits a customer receives from your product or service.
The innovation process is vital to an organization’s long term success. Rather than rely on intuition, luck or an occasional brainstorming meeting, innovation requires a systematic approach. Here are some specific actions you can take to insure that your innovation process is successful.
From marketing to human resources, a strong brand will benefit your entire organization. Whether to support a new strategic brand building project or to reinforce the importance of ongoing upstream marketing initiatives, here is a comprehensive list of organizational benefits provided by a strong brand.
Creating a strategic brand advantage means understanding your customers better than your competitors. Deep insight into what motivates customers is the foundation of a successful brand strategy. One key ingredient to developing deep insights is the effective utilization of available market research tools. Here are 11 examples of innovative tools which can help take your marketing research process to the next level.
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.
Follow EquiBrand