Consumers Demand More From 21st Century Brands
Landscape: The 21st Century Brand Marketing Playbook
July 19, 2012
Why Read This Report
Empowered consumers threaten the traditional building blocks of brand equity, as they have greater influence than ever over brand preference, recommendation, and pricing power. In February 2012, Forrester fielded a survey to determine the attitudes of today's customer as they relate to key brand characteristics and how they affect referral, preference, and pricing power. We found that brand equity derives from very specific brand traits, from making social contributions to creating unique experiences. This report presents a landscape of the most important traits consumers demand of 21st century brands and how CMO and marketing leadership professionals can discover the best approach to successful 21st century brand marketing.
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Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.
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