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For CMO Professionals

Emotions Fuel Your Brand Energy

Business Case: The Brand Experience Playbook

November 19, 2018

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This is the Business Case report in The Brand Experience Playbook For 2019.

Why Read This Report

Consumers are changing, experiences are changing, and brands must change with them. Existing brand measures are useful but insufficient in this environment of upheaval. 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 brand and customer experience must work together to build future-ready companies. 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

  • 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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