Innovative Companies Archives

Why Brand Positioning Consulting Is the Backbone of Differentiated Brands

EquiBrand2026-02-03T02:08:34-07:00

In crowded and competitive markets, great products are rarely enough. What separates differentiated brands from interchangeable ones is clear meaning. That clarity is the result of deliberate positioning, not creative happenstance.

Brand positioning consulting helps organizations define how they want to be perceived, who they exist for, and why they […]

Why Brand Positioning Consulting Is the Backbone of Differentiated BrandsEquiBrand2026-02-03T02:08:34-07:00

Why Brand Portfolio Management Services Matter for Growing Brands

EquiBrand2026-02-02T23:48:30-07:00

As organizations grow, their brand systems tend to grow with them. New products are launched, services expand; acquisitions introduce additional brands, and legacy offerings remain in place. Over time, many companies find themselves managing multiple brands without a clear framework for how those brands should relate, compete, or reinforce one another.

Brand Portfolio Management Services help organizations bring clarity to […]

Why Brand Portfolio Management Services Matter for Growing BrandsEquiBrand2026-02-02T23:48:30-07:00

The Future of Upstream Marketing: How AI Accelerates Insight, Identity, and Innovation

EquiBrand2025-11-24T22:21:48-07:00

AI is reshaping upstream marketing. Learn how artificial intelligence enhances strategic insight, brand identity, and innovation across the 7-Step Approach from Upstream Marketing.

The Future of Upstream Marketing: How AI Accelerates Insight, Identity, and InnovationEquiBrand2025-11-24T22:21:48-07:00

Aim ’Em, Don’t Tame ’Em: Lessons in Creativity and Growth

EquiBrand2025-11-19T22:20:15-07:00

Ready to spark creativity & growth? Discover why aiming ideas - not taming them - unlocks creativity, and how culture drives real innovation.

Aim ’Em, Don’t Tame ’Em: Lessons in Creativity and GrowthEquiBrand2025-11-19T22:20:15-07:00

From a Mouse to a Media Empire: How Disney Innovates and What We Can Learn

EquiBrand2025-11-19T22:48:07-07:00

See how Disney turned a single mouse sketch into a global media empire using a strategic Create-Test-Learn approach for continuous innovation.

From a Mouse to a Media Empire: How Disney Innovates and What We Can LearnEquiBrand2025-11-19T22:48:07-07:00

What Is a Brand? Think Fiddle vs. Violin

EquiBrand2025-11-25T00:01:12-07:00

Discover the true meaning of a brand and why perception matters, using the fiddle vs. violin analogy to illustrate how branding shapes audience connections.

What Is a Brand? Think Fiddle vs. ViolinEquiBrand2025-11-25T00:01:12-07:00

Are Customer Benefits Getting in the Way of Structuring Your Brand Architecture?

EquiBrand2025-12-01T21:45:46-07:00

A 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.

Are Customer Benefits Getting in the Way of Structuring Your Brand Architecture?EquiBrand2025-12-01T21:45:46-07:00

From Toothfish to Treasure: Why Smart Brands Redefine Their Products – and the Categories They Compete In

EquiBrand2025-06-09T06:46:25-07:00

Want to boost sales without changing your product? Redefine how customers see it and discover the power of perception in driving business growth.

From Toothfish to Treasure: Why Smart Brands Redefine Their Products – and the Categories They Compete InEquiBrand2025-06-09T06:46:25-07:00

How a Family Pharmacy Shaped Careers — and Inspired Lifelong Lessons

EquiBrand2025-05-02T11:39:57-07:00

Host 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.

How a Family Pharmacy Shaped Careers — and Inspired Lifelong LessonsEquiBrand2025-05-02T11:39:57-07:00

Is There a Common Set of Business Principles These Companies Employ?

EquiBrand2025-03-28T12:51:28-07:00

Discover 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.

Is There a Common Set of Business Principles These Companies Employ?EquiBrand2025-03-28T12:51:28-07:00