EquiBrand Briefs provide practical tips for driving growth.
One of the more popular book series out today is the “For Dummies” set, published by John Wiley & Sons, Inc. From “Wireless Internet Access for Dummies” to “Raising Smart Kids for Dummies,” over 200 titles exist, across books, videos, software and online instruction. […]
What is brand strategy? We recently created an infographic that defines brand strategy and its major components: brand positioning, brand architecture and brand extension. We thought you might find this useful for your own organization. Click here for a downloadable PDF.
Upstream marketing is a proactive, strategic approach that focuses on identifying and developing market opportunities long before products are designed or […]
Are you finalizing corporate, marketing, and brand development budget priorities for the upcoming year? Many of our brand consultancy clients are faced with the issue of having to do more with less – attract more customers, launch more products, refresh their marketing materials – all at […]
HubSpot is a leading marketing automation software provider that helps companies attract visitors, convert leads, and close customers. The company offers a number of potential benefits, including its all-in-one marketing and sales platform, a wealth of material on “inbound marketing,” and a free 30-day trial. […]
Creativity in Business Problem Solving
Creativity is an important cultural component for any organization looking to grow and expand. In truly innovative companies, creativity occurs naturally, every day, and is not concentrated within a particular function (e.g., Marketing or R&D) or relegated to certain times of […]
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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