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For CMO Professionals

The Convergence Of Brand, Marketing, And Customer Experience

February 10, 2016

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This is the Organization report in The Brand Experience Playbook For 2017.

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Why Read This Report

Competitive pressures keep ratcheting up. To survive, companies need to become customer-obsessed and make sure that the promises that they make in the market and the experiences that they deliver reinforce each other. Companies need to make sure that brand, marketing, and customer experience (CX) align. To avoid brand and CX dissonance, CMOs should follow four rules, including painting a vivid picture of the intended experience and interweaving tools and techniques to enrich customer understanding.

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Table of Contents

  • Customer Obsession Requires Aligned Brand, Marketing, And CX
  • Brand And CX Pros Share Goals, But Not Tools And Tactics
  • The Four Rules To Avoid Brand And CX Dissonance
  • What It Means

  • Sharing Will Become A Core Competency
  • Supplemental Material

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