Tracy Stokes

Principal Analyst serving CMO PROFESSIONALS

Tracy Stokes is a principal analyst serving CMOs. She is an expert on building brands through deep consumer understanding. Her research focuses on how to build your brand in a post-digital age.

Previous Work Experience

Tracy has more than 15 years of global consumer marketing experience in the CPG and retail/fashion industries. Prior to Forrester, Tracy led global brand marketing at Timberland, employing a customer-focused approach to rejuvenate the outdoor brand. As a brand marketer at Johnson & Johnson's Neutrogena, she built facial care categories in North America and led strategic brand development in Asia, including launching Neutrogena in China. Tracy began her career as an account manager for a boutique advertising agency in London.

Education

Tracy earned an M.B.A., with a concentration in marketing, from The Marshall School of Business at the University of Southern California. She also holds an M.A. in American studies from Purdue University and a B.A. in American studies from the University of Wales, Aberystwyth.

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42 results in Reports

  • Tracy Stokes
  • For CMO Professionals

    Report:Enrich The Customer Life Cycle With Customer Journey Maps

    Processes: The Customer Life-Cycle Marketing Playbook

    Customer experience is rapidly increasing in importance across all phases of the customer life cycle — including early phases that have traditionally been the exclusive purview of marketing. As...

    • Downloads: 88
  • For CMO Professionals

    Report:Create A Customer-Centric Brand Experience

    Executive Overview: The Brand Experience Playbook

    In the age of the customer, chief marketing officers (CMOs) have a steeper hill to climb to build their brands with distracted, technology-empowered consumers. This is forcing marketers to rethink...

    • Downloads: 1277
  • For CMO Professionals

    Report:Brand Experience Redefines Brand Management

    Vision: The Brand Experience Playbook

    In the age of the customer, chief marketing officers (CMOs) battle to build their brands with distracted, technology-empowered consumers. In this new era, CMOs must shift from simply managing a brand...

    • Downloads: 876
  • For CMO Professionals

    Report:Brief: Create Mobile Moments That Boost The Brand Experience

    Shift Mobile From A Siloed Tactic To A Connected Brand Building Tool

    Forrester believes that we are witnessing a mobile mind shift — "the expectation that I can get what I want in my immediate context and moments of need." The new battleground for customers is...

    • Downloads: 221
  • For CMO Professionals

    Report:Digital Experiences Help Build A Resonant Hotel Brand

    Technographics® TRUE Brand Compass: Hotels

    Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers...

    • Downloads: 83
  • For CMO Professionals

    Report:CMOs Must Embrace Software's Role In Delivering A Compelling Brand Experience

    Software Must Enrich Your Brand

    This report, originally written for CIOs, includes content relevant to chief marketing officers (CMOs). And here's why: A perfect storm of technology change — mobile, social, and digital...

    • Downloads: 122
  • For CMO Professionals

    Report:Consistent Customer Experience Drives Airline Brand Resonance

    Technographics® TRUE Brand Compass: Airlines

    Airlines battle daily to win market share, but they are losing the battle for brand resonance. Airline chief marketing officers (CMOs) must work harder to secure loyal customers and build more solid...

    • Downloads: 105
  • For CMO Professionals

    Report:Quality Of Products And Service Support Positive Brand Resonance For Insurance Firms

    Technographics® TRUE Brand Compass: General Insurance

    Brands in the general insurance business — life, auto, and home — must prove that they are trusted across every touchpoint as consumers increase their expectations. This will force...

    • Downloads: 194
  • For CMO Professionals

    Report:Health Insurance Brands Must Earn Consumer Trust

    Technographics® TRUE Brand Compass: Health Insurance

    US health insurance brands can now go directly to consumers beyond employer-sponsored programs. With this shift, leading health insurance chief marketing officers (CMOs) must pay more attention to...

    • Downloads: 196
  • For CMO Professionals

    Report:How To Build Your Brand Through Customer Experience

    Forrester's consumer research confirms the strong relationship between the quality of a brand's customer experience and loyalty measures like willingness to consider the brand for repeat purchase and...

    • Downloads: 428
  • For Marketing Leadership Professionals

    Report:Choose The Right Vendor Tools To Help With Content Marketing Development And Distribution

    Tools And Technology: The Content Marketing Playbook

    Content marketing has rapidly gained marketers' attention as a new way to build deeper relationships with customers. But marketers' ability to sustain a meaningful content marketing strategy rests on...

    • Downloads: 334
  • For CMO Professionals

    Report:Create A Connected Communications Plan For The Post-Digital Era

    Over the past decade, digital triggered an explosion of marketing complexity, leaving a fragmented landscape in its wake and rendering traditional communications planning obsolete. In this...

    • Downloads: 427
  • For CMO Professionals

    Report:Established Media Brands Fend Off Social Newcomers To Top TRUE Brand Rankings

    Technographics® TRUE Brand Compass: Media

    Consumers demand more from brands in the 21st century, and traditional and digital media brands are no exception. Media brands must go beyond single-channel access points and prove that they are a...

    • Downloads: 176
  • For CMO Professionals

    Report:Innovative Consumer Technology Brands Win The Battle For Mindshare

    Technographics® TRUE Brand Compass: Consumer Technology

    The consumer technology business is traditionally product-driven. But in today's competitive marketplace, chief marketing officers (CMOs) in this sector need to pay attention to their brand resonance...

    • Downloads: 272
  • For Marketing Leadership Professionals

    Report:B2C Marketers Must Turn Fragmented Marketing Budgets Into Business Budgets

    B2C 2014 Marketing Budget Trends

    Forrester's Q3 2013 North American B2C Marketing Budget Online Survey presents a mix of good news and bad news from marketers. The good: Unlike those surveyed two years ago at the tail end of the...

    • Downloads: 262
  • For CMO Professionals

    Report:Financial Service Brands Fail To Earn TRUE Consumer Trust

    Technographics® TRUE Brand Compass: Financial Services

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all industries now have a steeper hill to climb to earn brand preference, referral, and...

    • Downloads: 369
  • For CMO Professionals

    Report:Big-Box Retailers Must Be Trusted And Essential To Build Their Brand

    Technographics® TRUE Brand Compass: Big-Box Retail

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers across all consumer industries now have a steeper hill to climb to earn brand preference, referral,...

    • Downloads: 252
  • For CMO Professionals

    Report:Brand Health Measurement Is Ripe For Digital Disruption

    Tools And Technology: The Brand Experience Playbook

    Chief marketing officers (CMOs) have long turned to brand health measurement to keep a pulse on how the marketplace perceives their brand. But how relevant are these traditionally slow-moving and...

    • Downloads: 484
  • For CMO Professionals

    Report:Food And Beverage Brands Must Be Trusted And Essential

    Technographics® TRUE Brand Compass: Food And Beverage Consumer Packaged Goods

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers now have a steeper hill to climb to earn consumers' brand preference, referral, and willingness to pay...

    • Downloads: 215
  • For CMO Professionals

    Report:Trust, Not Buzz, Builds Health And Beauty Brand Resonance

    Technographics® TRUE Brand Compass: Health And Beauty Consumer Packaged Goods

    Forrester's research shows that consumers demand more from brands in the 21st century. Marketers now have a steeper hill to climb to earn consumers' brand preference, referral, and willingness to pay...

    • Downloads: 241
  • For CMO Professionals

    Report:Navigate To A 21st Century Brand With The TRUE Brand Compass

    Landscape: The Brand Experience Playbook

    Technology-empowered consumers today have access to more information on brands than ever before and demand more of these brands. In turn, chief marketing officers (CMOs) are challenged to understand...

    • Downloads: 511
  • For CMO Professionals

    Report:Build Your Army Of Brand Advocates From Across The Enterprise

    Forrester's research with senior marketing leaders shows that enterprisewide commitment and engagement are critical to successfully building a brand in the 21st century. But this is also marketers'...

    • Downloads: 237
  • For CMO Professionals

    Report:How To Build Your Brand With Branded Content

    Traditional marketing vehicles are becoming less effective in capturing and engaging the attention of today's perpetually connected consumers. Chief marketing officers (CMOs) must adapt their...

    • Downloads: 933
  • For CMO Professionals

    Report:How To Build Your Brand With Generation Z

    Generation Z, the generation born after the Millennials, are true digital natives who have grown up in the age of technology. The only world they know is a digital one — where they can connect...

    • Downloads: 571
  • For CMO Professionals

    Report:Benchmark Your Brand Building Capabilities

    Benchmarks: The Brand Experience Playbook

    In 2012, Forrester surveyed marketing leaders to get a pulse on their progress toward successfully building a brand experience. The results show that marketers are in the early stages of building a...

    • Downloads: 496