Managing Brand Health In The Digital Age
How To Diagnose And Treat Your Brand's Resilience And Responsiveness
April 27, 2011
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
WHAT IT MEANS
- The Future State Of Empowered Brand Health
- Supplemental Material
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