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For CMO Professionals

Measure Brand Resonance With The TRUE Brand Compass

May 11, 2016


  • By Michelle Moorehead,
  • Roxana Strohmenger
  • with Reineke Reitsma,
  • Anna Berman,
  • Kara Hartig

Why Read This Report

Technology-empowered consumers today have access to more information on brands than ever before and demand more of them. So CMOs must determine where to focus their efforts to secure mindshare and market share. This report reintroduces Forrester's trusted, remarkable, unmistakable, and essential (TRUE) brand compass. New insights here will enable CMOs to steer their brand building journey, create strong brand resonance across the new brand experience landscape, and directly influence brand preference, referral, and premium pricing. This is an update to a previously published report; Forrester reviews it for continued relevance and accuracy and updated it with new data.

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Table of Contents

  • Consumers Demand More From Brands
  • Introducing The TRUE Brand Compass Ratings And Scorecard
  • Recommendations

  • Navigate Your Way To A TRUE Brand
  • Supplemental Material
  • Related Research Documents