Chart A New Course For A Connected Brand Experience

August 17th, 2015

With contributors:

Michelle Moorehead , Ryan Trafton , Kara Hartig

Summary

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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