Forrester

Report:

Trust Not Buzz Builds A TRUE Brand Compass

Forrester’s research shows that consumers demand more from brands in the 21^st Century.  Marketers now have a steeper hill to climb to earn consumers’ brand preference, referral and a willingness to pay a premium price.  This is the first in a series of reports that analyses Forrester’s new Consumer Technographics® brand compass data to reveal consumers expectations of brands by category.  This report will show what makes a consumer packaged goods (CPG) personal care and food and beverage categories a strong TRUE brand, one that is Trusted, Remarkable, Unmistakable and Essential.  And that Chief Marketing Officers (CMOs) must begin their quest for mindshare and market share by earning consumers’ trust not driving buzz.