Vision Report

Brand Energy: A Framework For Building Your Brand

Emotions Fuel Your Brand’s Energy

August 2nd, 2021
With contributors:
Keith Johnston , Mike Proulx , Alex Sobchuk , Lexie Lawhon , Rachel Birrell


Consumers are changing, experiences are changing, and brands must change with them. Existing brand measures are useful but insufficient in this environment of upheaval. Forrester has applied its unique understanding of technology, consumer hyperadoption, and the most recent developments in the science of emotion to create the brand energy framework, a powerful approach to measuring the power of brands in a world where brand and customer experience must work together to build future-ready companies. This report helps CMOs and B2C marketing execs understand and apply our brand energy framework.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.