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For CMO Professionals

Brand Management For A New Age: Experience And Resonance Transform Brand Leadership

November 3, 2017


Why Read This Report

In the age of the customer, CMOs battle to build their brands with distracted, technology-empowered consumers who have as much to say about what the brand stands for as the company does. CMOs must lead an enterprisewide shift from a company-centric, top-down branding mindset to a customer-centric view that creates an emotionally resonant brand experience that transcends product and service transactions. This report establishes a vision for CMOs to lead brand development and management. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • Brands Matter More Than Ever In The Age Of The Customer
  • Brand Experience Is The New Brand Management
  • CMOs Must Leverage A Winning Brand Experience To Build Resonance
  • What It Means

  • CMOs Will Lead The Enterprise To Deliver The Brand Experience
  • Supplemental Material
  • Related Research Documents

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