FOR CMO PROFESSIONALS

The Brand Experience Playbook For 2016


Create A Customer-Centric Brand Experience



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. In this new era, CMOs must shift from a company-centric approach of managing a brand as an asset to a customer-centric one of creating a resonant brand experience. The brand experience playbook helps CMOs reinvent their brand building strategies to create a connected, customer-centric brand experience. This is an update of a previously published ... Continue reading the Executive Overview

PLAYBOOK RESEARCH

Overview: Create A Customer-Centric Brand Experience
Landscape: Measure Brand Resonance With The TRUE Brand Compass
Business Case: Invest In The Brand Building Experience
Assessment: Evaluate Your Brand Building Capabilities
Road Map: Four Steps To Build Your Brand Experience
Organization: The Convergence Of Brand, Marketing, And Customer Experience
Tools And Technology: Vendor Landscape: The Emerging Revolution In Brand And Experience Measurement
Continuous Improvement: Measure And Manage Brand Health
Tools And Technology: Vendor Landscape: The Emerging Revolution In Brand And Experience Measurement
Landscape: Measure Brand Resonance With The TRUE Brand Compass
Overview: Create A Customer-Centric Brand Experience
Business Case: Invest In The Brand Building Experience
Assessment: Evaluate Your Brand Building Capabilities
Organization: The Convergence Of Brand, Marketing, And Customer Experience
Road Map: Four Steps To Build Your Brand Experience
Continuous Improvement: Measure And Manage Brand Health

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