Save or Share this Report

For B2C Marketing Professionals

The Interactive Brand Ecosystem

Put Interactive Marketing At The Heart Of Your Branding Campaigns

April 20, 2011

Primary author headshot


  • By Nate Elliott
  • with Emily Riley,
  • Sean Corcoran,
  • James McDavid

Why Read This Report

Your customers have entered an era of interactivity; it's time for your branding campaigns to catch up. Rather than continue to develop your brand in 30-second snippets and hope you can build a website to match, put your interactive presence at the core of a multilayered brand ecosystem. Use interactive owned media as the home of your big idea and your deepest customer engagements; distribute those engagements to a broader audience using social media and mobile media; and use bold online and offline paid media programs to create mass reach.

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.

Purchase Report

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


Table of Contents

  • The Old Model Of Branding Must Change
  • Build Your Brand Ecosystem Around An Interactive Core
  • Push Big Ideas Out And Drive Audiences In

  • Connect The Three Layers To Bring Your Ecosystem To Life

  • Interactive Marketers Must Step Up
  • Supplemental Material
  • Related Research Documents