Kristin Kurth, author, professor, and co-founder of Equibrand consulting, shares what upstream marketing is and why it is the key to competitive advantage. Learn the difference between upstream and downstream marketing and how implementing the principles of upstream marketing correctly and at the right time can impact any business's health, growth, and success.
Krstin Kurth
Kristin 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 for an array of non profits.
Kristin co-founded EquiBrand Consulting, helping clients from startups to Fortune 100 companies strategize, plan, and launch integrated brand-building initiatives. She has developed an extensive ecosystem of marketing and brand-building partners who contribute to EquiBrand engagements as needed.
Kristin has a BBA from the University of Michigan Ross School of Business and an MBA from the University of Chicago Booth School of Business, with specialization in marketing, finance, and economics. She is an adjunct professor of marketing in the undergraduate and graduate programs of the School of Economics and Business Administration at St. Mary’s College in Moraga, California. Kristin has also guest lectured extensively at top MBA programs, including Stanford Graduate School of Business, Haas Business School at University of California Berkeley, Northwestern’s Kellogg School of Management, and the University of Chicago’s Booth School of Business.
More on Kristin and EquiBrand here.
