Charter Report

The Rise Of Intelligent Branding

A New Human-Centric Approach To Brand Strategy

July 1st, 2019
Dipanjan Chatterjee, VP, Principal Analyst
Dipanjan Chatterjee VP, Principal Analyst
With contributors:
Keith Johnston , Sharyn Leaver , Harley Manning , Alex Sobchuk

Summary

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.

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