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For CMO Professionals

The Rise Of Intelligent Branding

A New Human-Centric Approach To Brand Strategy

July 1, 2019

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Why Read This Brief

Intelligent branding — a customer-centric, emotions-driven approach anchored in the neuroscience of how people form brand impressions — has upended the traditional paradigm of brand management. CMOs should read this report to understand how their consumers create brand associations based on emotional triggers and to learn how to shape these brand experiences to drive customer experience. This is an update of a previously published report; Forrester reviews and revises it periodically for continued relevance and accuracy.

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