Why Read This
The line between the brand, marketing, and customer experience (CX) disciplines has blurred as people gain access to companies and products on their own terms. This requires an explicit architecture for the way brand, customer experience, and marketing work together to deliver the brand experience. In this report, we show how CMOs need to act to align the organization around the brand experience by: 1) grounding customer-facing decisions in the brand strategy; 2) defining a customer experience strategy that supports the brand strategy; and 3) having marketing execute based on CX expectations. This is an update of a previously published report; Forrester has revised it to factor in new ideas.