Unlock Sustainable Business Growth by Going Upstream

AUSTIN, TX / AGILITYPR.NEWS / April 13, 2021 / For every business owner looking to find the principles, tools and techniques that will help them proactively improve their organization, top industry consultants now offer a proven method for taking your business’s marketing to new heights. Today, EquiBrand Consulting co-founders Tim Koelzer and Kristin Kurth released their first book, Upstream Marketing: Unlock Growth Using the Combined Principles of Insight, Identity, and Innovation (Greenleaf Book Group), which comes as an invaluable tool for business leaders looking for mindset, strategy and processes that will help them drive sustainable growth in their organizations.

The debut authors reflect on the book’s origin and need for Upstream Marketing in today’s marketplace. “The COVID-19 pandemic has changed the business world, and its effects will be indefinite. In some cases, COVID-19 has operated as a change agent. In others, as an accelerant, including a massive shift to direct-to-consumer channels. In every case, it will cause business leaders to change and adapt to a new environment,” stated Koelzer. Kurth continues, “The need for the upstream marketing approach is even more critical today as companies need to find new ways to grow. This book gives companies a framework and process for setting up their businesses to unlock growth and chart new strategies. For any business at any stage, this work is what separates winners from losers.”

In Upstream Marketing, co-authors Koelzer and Kurth share expert best practices, research, case studies and analysis informed by their more than 20 years of experience helping transform client brands and businesses through their work at EquiBrand Consulting, a top management consultancy. The result is a groundbreaking deep dive into the fundamentals of upstream marketing. The upstream marketing approach is the process of identifying and fulfilling customer needs, which relies on the strategic implementation of three core principles: insight, identity and innovation.

In Upstream Marketing, the co-authors share a meticulous analysis of seven high-profile companies, breaking down the values and principles that make them great—and offering some how-to tips you can apply yourself. The authors also draw on examples from their own work with clients to help illustrate how applying the principles of upstream marketing correctly and at the right time can impact the health, growth, and success of any business.

Tim Koelzer is the leading authority and practitioner of the upstream marketing approach. He leads client engagements in helping companies grow strong brands and his client list reads like a who’s who of blue-chip businesses and brands. Kristin Kurth has an accomplished career in both upstream and downstream marketing. Her perspective comes from working across a wide range of industries, including consumer and luxury goods, financial services, automotive, healthcare/biotech, publishing, real estate, hospitality, technology, and an array of non-profits. Together, Koelzer and Kurth are the co-founders of EquiBrand Consulting.

Order your copy of Upstream Marketing today everywhere books are sold and stay updated on Koelzer and Kurth’s endeavors by visiting www.upstreammarketing.com.