FOR CMO PROFESSIONALS

The Brand Experience Playbook For 2015


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. This is forcing marketers to rethink the rules of brand building. 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 ...

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PLAYBOOK RESEARCH

Overview: Create A Customer-Centric Brand Experience
Vision: Brand Experience Redefines Brand Management
Landscape: Measure Brand Resonance With The TRUE Brand Compass
Business Case: Invest In The Brand Building Experience
Assessment: Evaluate Your Brand Building Capabilities
Strategic Plan: Chart A New Course For A Connected Brand Experience
Road Map: Four Steps To Build Your Brand Experience
Organization: The Convergence Of Brand, Customer Experience, And Marketing
Tools And Technology: Brand Health Measurement Is Ripe For Digital Disruption
Continuous Improvement: Measure And Manage Brand Health
Road Map: Four Steps To Build Your Brand Experience
Continuous Improvement: Measure And Manage Brand Health
Landscape: Measure Brand Resonance With The TRUE Brand Compass
Organization: The Convergence Of Brand, Customer Experience, And Marketing
Strategic Plan: Chart A New Course For A Connected Brand Experience
Business Case: Invest In The Brand Building Experience
Assessment: Evaluate Your Brand Building Capabilities
Tools And Technology: Brand Health Measurement Is Ripe For Digital Disruption
Overview: Create A Customer-Centric Brand Experience
Vision: Brand Experience Redefines Brand Management

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Brand Experience

Playbook frameworks guide your critical decisions with integrated reports, tools, and objective insight. This Playbook helps you develop brand-building strategies that fuel sustainable growth in the post-digital age. Watch the video.

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Evolve your strategy.

With mobile, social, and other technologies shifting power directly to the consumer, setting a clear strategic course has never been more challenging for marketing leaders. Learn how Forrester Consulting can help.