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For CMO Professionals

Food And Beverage Brands Must Be Trusted And Essential

Technographics® TRUE Brand Compass: Food And Beverage Consumer Packaged Goods

July 15, 2013

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  • By Tracy Stokes
  • with David M. Cooperstein,
  • Roxana Strohmenger,
  • Chelsea Hammond, Ph.D.,
  • Reineke Reitsma,
  • Alexandra Hayes

Why Read This Report

Forrester's research shows that consumers demand more from brands in the 21st century. Marketers now have a steeper hill to climb to earn consumers' brand preference, referral, and willingness to pay a premium price. This is the second in a series of reports that analyzes Forrester's new Consumer Technographics® TRUE brand compass data to reveal consumers' expectations of brands by category. This report shows what makes a strong trusted, remarkable, unmistakable, and essential (TRUE) brand in the consumer packaged goods (CPG) food and beverage category. Chief marketing officers (CMOs) and brand leaders of CPG food and beverage brands must begin their quest for mindshare and market share by earning consumers' trust, not by driving buzz.

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Table of Contents

  • Trust Is Fundamental To Building A Food And Beverage Brand
  • Familiar Food Brands Have The Highest True Brand Ranking
  • Food And Beverage Brands Must Build Trust Over Buzz

  • Set A Path For Your Brand Building Journey
  • Supplemental Material
  • Related Research Documents