Save or Share this Report

For CMO Professionals

Measure Brand Resonance With The TRUE Brand Compass

May 11, 2016

Authors

  • 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.

Get Access

Already a Client?

Log in to read this document.

Become a Forrester Client

Customers are the new market-makers, reshaping industries and changing how businesses compete and win. Success depends on how well and how fast you respond. Forrester Research gives you insights and frameworks aligned to your role to shorten the time between a great idea and a great outcome, helping your teams win in the age of the customer. Contact us to learn more.

Want to know what will happen in 2020? Visit Forrester's Predictions 2020 Hub, where you can read what's coming next in marketing, customer experience, technology, innovation, and more.

Purchase Report

This report is available for individual purchase ($499 USD).

Purchase

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