Forrester

Why Read This Report

The traditional pillars of brand equity are cracking under the weight of the higher standards of the 21st century consumer. Marketers are disoriented in this world where they are losing influence with their customers, losing control of their brand messages, and losing trust with consumers. The problem is that marketers are still using road maps designed for the old world of advertising to build their brands. Chief marketing officers (CMOs) and marketing leadership professionals need three navigational aids to guide their brands to the consumer in this new land — a new brand destination, a clear brand map, and a recalibrated brand compass. In this report, we will help CMO and marketing leadership professionals discover the pathway to 21st century brand marketing and the vision to use these tools to navigate their quest for market share and mindshare.