Best Practice Report

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

December 15th, 2020
With contributors:
Keith Johnston , Alex Sobchuk , Lexie Lawhon , Rachel Birrell


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. Continuously monitoring brand metrics and consumer sentiment is table stakes in today’s rapidly changing market. Improvement requires quickly transforming data into insights — and insights into actions. Neuroscience-driven measurement and analysis opens new frontiers for our understanding of brands. Read this report to learn why CMOs must master multiple brand measurement and evaluation methodologies — from traditional tracking to cutting-edge neuromarketing — to succeed.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.