Best Practice Report

Navigate Four Waypoints To Build Brand Resonance

July 5th, 2019
With contributors:
Keith Johnston , Nick Monroe , Alex Sobchuk , Kara Hartig


A powerful brand strives for more than relevance to prospects; it makes itself an invaluable and inextricable part of customers’ lives as well. A resonant brand is a vital brand — a brand that you don’t want to let go of. The best brands create experiences, communities, and engagement opportunities that make them an irreplaceable part of their users’ lives. This report outlines a roadmap for CMOs with four clear waypoints, from salience to resonance, on the path to building a powerful brand; use the map to understand where your brand is and learn how to move it to the next waypoint.

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