Description
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 to leading the new brand experience — and from a company-centric mindset that regards brands as a controllable asset to a customer-centric view that focuses on creating an emotionally resonant brand experience that transcends product and service transactions. To lead this new brand experience journey, CMOs need three navigational aids: a clear brand North Star; a trustworthy brand compass; and a new map of the connected brand experience.
Agenda:
- Brands matter more than ever in the age of the customer.
- Brand experience is the new brand management.
- CMOs must create a connected brand experience.
Key takeaways:
- Reports of the death of the brand are exaggerated. Brands matter more than ever in today’s complex, cluttered world of constant distractions. Brands simplify choices for consumers who are overwhelmed with too much information. Brands help marketers build a sustainable relationship that transcends easily mimicked features and benefits.
- Command-and-control brand management is untenable. Old-school "single point of control" brand management principles were created for a pre-digital age. In today’s post-digital era, most customer interactions with brands come from sources outside a brand manager’s control -- such as user-generated content, ratings and reviews, and social chatter.
- CMOs must lead a connected brand experience. CMOs must reimagine how their customers are exposed to and experience their brand. They must lead the charge across their organization to create a connected experience that will delight customers wherever they interact with the brand -- be that on air, online, or in a store.
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