What Is a Brand? Think Fiddle vs. Violin
EquiBrand2025-08-11T12:47:10-07:00Discover the true meaning of a brand and why perception matters, using the fiddle vs. violin analogy to illustrate how branding shapes audience connections.
Are Customer Benefits Getting in the Way of Structuring Your Brand Architecture?
EquiBrand2025-06-12T19:40:15-07:00A clear brand architecture helps customers navigate offerings. This article outlines a practical, category-first approach to brand portfolio management, naming, and messaging—designed to improve clarity, decision-making, and growth.
From Toothfish to Treasure: Why Smart Brands Redefine Their Products – and the Categories They Compete In
EquiBrand2025-06-09T06:46:25-07:00Want to boost sales without changing your product? Redefine how customers see it and discover the power of perception in driving business growth.
How a Family Pharmacy Shaped Careers — and Inspired Lifelong Lessons
EquiBrand2025-05-02T11:39:57-07:00Host Mike Koelzer brings together his brothers in a special episode of The Business of Pharmacy Podcast to share business and life lessons learned growing up in a family-run pharmacy.
Is There a Common Set of Business Principles These Companies Employ?
EquiBrand2025-03-28T12:51:28-07:00Discover the enduring business principles that help iconic companies like Amazon, Apple, and Google achieve lasting success. Learn how a shared strategic framework—insight, identity, and innovation—keeps these brands evolving and growing over time.
A Tale of Two Brand Value Propositions: What Starbucks Learned, and Southwest is Forgetting
EquiBrand2025-03-14T13:58:28-07:00Focusing solely on cost-cutting can erode a brand’s essence. Learn how Starbucks is reclaiming its identity while Southwest Airlines risks losing its edge. Discover why a strong value proposition matters.
From Idea to Action: Making Upstream Marketing Work for Your Business
EquiBrand2025-03-03T10:22:39-07:00See how upstream marketing turns ideas into success by identifying opportunities, gaining customer insights, and innovating ahead of the competition.
Integrating and Executing: The Secret Sauce to Upstream Marketing
EquiBrand2025-01-22T15:12:27-07:00Master Upstream Marketing with a proven 7-step framework. Turn insights into action and access free resources to transform your strategy!
Identify Areas for Business Growth With a Level 3 Customer Demand Framework
EquiBrand2024-11-19T15:26:35-07:00Learn to fuel business growth by using a Level 3 framework to segment customers, uncover opportunities, and align offerings with their needs.
How to Find New Market Opportunities and Capture Unmet Demand
EquiBrand2024-11-01T10:54:32-07:00Enter into the domain of Upstream Marketing: Discover how to know where to focus your efforts precisely by leveraging a proprietary customer demand framework.
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