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For CMO Professionals

Chart A New Course For A Connected Brand Experience

August 17, 2015

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Why Read This Report

As brand and customer experience become intertwined, brand building must move beyond the purview of just the marketing department to become an organizationwide effort. To respond, CMOs require a strategic plan to lead the brand experience that will 1) pinpoint the brand North Star; 2) navigate the brand experience with the brand compass to build a trusted, remarkable, unmistakable, and essential (TRUE) brand; and 3) create a new map of the brand experience that aligns messages, actions, and products or services (MAP). This is an update of a previously published report; Forrester reviews and updates it periodically for continued relevance and accuracy.

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Table of Contents

  • Brand Strategy Must Encompass The Entire Organization
  • Recommendations

  • Open Up To Listen Broadly And Then Zoom In To Focus Ruthlessly
  • Supplemental Material
  • Related Research Documents

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