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For CMO Professionals

Emotions Fuel Your Brand Energy

Business Case: The Brand Experience Playbook

June 27, 2017


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This is the Business Case report in The Brand Experience Playbook For 2018.

Why Read This Report

Consumers are changing, experiences are changing, and brands have to change with them. In this environment of upheaval, existing brand measures are useful but insufficient. Forrester has applied its unique understanding of technology, consumer hyperadoption, and the most recent developments in the science of emotion to create the brand energy framework, a powerful approach to measuring the power of brands in a world where customer experience and brand must work together to build future-ready companies.

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Table of Contents

  • Today's Brand Measurements Capture Yesterday's Priorities
  • Forrester's Brand Energy Framework Reveals What Powers Your Brand
  • Brands Charge Their "Batteries" With Customers And Noncustomers
  • Recommendations

  • Power Up Your Brand Energy By Activating Emotions
  • Supplemental Material
  • Related Research Documents

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