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For CMO Professionals

The Brand Experience Playbook For 2017

Executive Overview: The Post-Digital Rules Of Brand Building

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 report; Forrester reviews and revises it periodically for continued relevance and accuracy.
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