Beyond Leveraging “Brand Equities”

What do you do to refresh your brand and drive growth? A common best practice among top branding firms is to identify their client’s “brand equities” and then devise strategies and tactics to leverage them. With this method, when a business finds its sales slumping, the path to growth is to talk with frequent customers, learn what they like and dislike about the brand, and then:

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Do Customers Know What They Want?

At the core of every successful business is an understanding of what target customers regard as superior value and how to deliver it to them. But how do we determine what customers regard as superior value? Do customers know what they want?

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7 Benefits of Knowing Why Customers Buy Your Offering

“People don’t want to buy a ¼” drill; they want a ¼” hole!” – Theodore Levitt

Ultimately, customers don’t care about your offering or mine; they just want to get something done.

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Follow a Hunch or Rely on a Promise?

Many people – even some supposed innovation gurus – are fond of saying that “Innovation begins with a good idea.” The problem with this seemingly obvious statement is that it’s not true! At least, not if you want to make innovation a predictable and repeatable business process.

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