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For CMO Professionals

Invest In The Brand Building Experience

April 26, 2016

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This is the Business Case report in The Brand Experience Playbook For 2017.

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Why Read This Report

In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders seeking to defend or increase their brand marketing budgets still must convince their C-suite peers of the financial value of the brand. This report will show chief marketing officers (CMOs) how to make the business case for investments in the brand experience. It shows that strong brands increase marketing effectiveness across the customer life cycle, drive loyalty, and open up new growth opportunities.This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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Table of Contents

  • Why Brands Matter More Than Ever In The Age Of The Customer
  • Building A Resonant Brand Demands Investments In Five Key Areas
  • Recommendations

  • Balance The Art Of Brand Building With The Science Of Measurement
  • Supplemental Material
  • Related Research Documents

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