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For CMO Professionals

Managing Brand Health In The Digital Age

How To Diagnose And Treat Your Brand's Resilience And Responsiveness

April 27, 2011

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  • By Chris Stutzman
  • with David M. Cooperstein,
  • Cory Munchbach

Why Read This Report

CMOs who remain detached from the everyday pulse of consumer sentiment are putting their brands at great risk. A brand's health is more vulnerable in the digital age as consumer opinion travels faster and further, spreading like a communicable disease. Today, brand health is under attack in four ways, through: 1) greater volume of data sources; 2) faster velocity of consumer data; 3) broader visibility of consumer sentiment; and 4) greater volatility of consumer behavior. To manage these four V's of digital brand influence, CMOs and marketing leaders must prescribe a new approach of empowered brand health by building their: 1) brand responsiveness to act quickly to rapidly changing market conditions, and 2) brand resilience to counteract unforeseen crises and threats.

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Table of Contents

  • CMOs Have Lost The Pulse Of Their Brand In The Digital Era
  • Empowered Brand Health Provides A Complete Diagnosis
  • Improve Your Brand Health With A Checkup

  • The Future State Of Empowered Brand Health
  • Supplemental Material
  • Related Research Documents