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For CMO Professionals

Branding Never Sleeps: Relentlessly Measure, Manage, And Improve Your Brand

Continuous Improvement: The Brand Experience Playbook

December 15, 2020

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This is the Continuous Improvement report in The Brand Experience Playbook For 2021.

Why Read This Report

Continually improving your firm's brand experience relies on ongoing measurement and management. In the age of the customer, the sheer volume and vast array of available consumer data heightens the complexity of this task. CMOs must master multiple brand measurement and evaluation methodologies — from traditional tracking to cutting-edge neuromarketing — to succeed. 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

  • Continuous Improvement Requires Continuous Brand Management
  • To Manage A Brand, You Must Measure It
  • Align Brand Measurement To Three Temporal Dimensions
  • Recommendations

  • Plot Your Path To Continuous Measurement And Management
  • What It Means

  • Entering The Brave New World Of Managing Brands By Reading Minds
  • Supplemental Material
  • Related Research Documents

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