Align Your Global Marketing Organization To Deliver On 21st Century Brand Building

Consumers have higher expectations of 21st century brands, requiring marketers to rethink how they navigate the brand, from reestablishing the brand's North Star to creating a consistent set of brand experiences through messages, actions, and products (MAP) and aligning the brand along Forrester's brand compass. To do this, chief marketing officers (CMOs) of global organizations must decide how to structure their brand teams and allocate marketing resources to optimize their branding efforts. This report will help marketing executives address perennial issues — such as centralization versus decentralization as well as when and how to use agencies versus internal teams — and new ones — such as how to manage digital across the organization as it matures — for brand building activities.