Forrester predicted in 2018 that brands that own their values will break away from those that merely borrow them. This means that companies that deliver authentic brand-anchored experiences will not only outperform their category competitors but will also cut through the crisis of customer trust that brands face today to emerge a customer experience (CX) leader. This report emphasizes the need for CX professionals to create a brand-rooted CX vision that is authentic, inspiring, and mobilizing (AIM).