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For CMO Professionals

Innovative Consumer Technology Brands Win The Battle For Mindshare

Technographics® TRUE Brand Compass: Consumer Technology

January 6, 2014

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  • By Tracy Stokes
  • with David M. Cooperstein,
  • Roxana Strohmenger,
  • James McQuivey, PhD,
  • Alexandra Hayes

Why Read This Report

The consumer technology business is traditionally product-driven. But in today's competitive marketplace, chief marketing officers (CMOs) in this sector need to pay attention to their brand resonance to secure brand preference, referral, and pricing power. This report analyzes Forrester's new TRUE brand compass data to determine which consumer technology brands are positioned to win the battle for mindshare and which aspects of a TRUE brand — being trusted, remarkable, unmistakable, and essential (TRUE) — drive that leadership.

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Table of Contents

  • Marketers Require New Metrics That Capture Brand Resonance
  • Leading Consumer Technology Brands Must Be Trusted And Essential
  • Innovative Consumer Technology Brands Lead The TRUE Brand Ranking

  • An Innovative And Unified Brand Experience Builds Brand Resonance
  • Supplemental Material
  • Related Research Documents