Save or Share this Report

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

Primary author headshot

Authors

  • 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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

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.

Want to know what will happen in 2020? Visit Forrester's Predictions 2020 Hub, where you can read what's coming next in marketing, customer experience, technology, innovation, and more.

Purchase Report

This report is available for individual purchase ($745 USD).

Purchase

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
  • RECOMMENDATIONS

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