Nicholas Kuhne sits down with Kristen Kurth, co-author of 'Upstream Marketing' and co-founder of Equibrand Brand Consultants. The discussion covers the concept of upstream marketing, its differentiation from traditional marketing, and practical steps for both startups and established brands to apply strategic marketing principles. Key topics include customer insight, brand identity, innovation, and case studies of brands like Nike, Apple, and Starbucks. Kristen also shares her experiences teaching marketing strategies and the importance of understanding customer segments. Whether you're a startup or a Fortune 100 brand, this episode provides valuable insights into the creation, testing, and learning process in strategic marketing.
https://equibrandconsulting.com/book-upstream-marketing/
0:00 Kristin Kurth
00:21 Introduction and Guest Welcome
01:12 Kristen Kurth's Background and Book Introduction
01:55 Understanding Upstream Marketing
04:29 Strategic Marketing Principles
08:37 Brand Purpose and Founder's Insight
11:57 Customer Segmentation and Attitudes
14:16 Challenges and Innovations in Branding
23:16 Case Study: Casper Mattress
28:00 The Importance of Brand Relationships
35:06 Conclusion and Book Information
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