Skip to main content

Save or Share this Report

For CMO Professionals

Adaptive Brand Marketing

Rethinking Your Approach To Brands In The Digital Age

October 9, 2009


Why Read This Report

Today's brand marketing organizations are ill equipped to handle the world of "always on" marketing in the digital age. To remain relevant, marketing leaders will embrace Adaptive Brand Marketing — an approach encouraging rapid response to align consumer and brand needs and maximize return on brand equity. Core elements include: embracing an expanded role for consumer intelligence, focusing on strategic brand platforms, and empowering a federated organization. Over the next five years, Adaptive Brand Marketing will shift the discussion from the classic four P's — now table stakes rather than differentiators — to permission, proximity, perception, and participation.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Purchase Report

This report is available for individual purchase ($745 USD).


Table of Contents

  • Modern Brand Management Fights A War Of Attrition
  • Adaptive Brand Marketing: A New Deployment
  • Putting Adaptive Brand Marketing Into Practice

  • Adaptive Brand Marketing Will Supersede Marketing's Classic Four P's
  • Supplemental Material
  • Related Research Documents