Trends Report

Create A Customer-Obsessed Brand Experience

Executive Overview: The Brand Experience Playbook

September 22nd, 2021
With contributors:
Keith Johnston , Mike Proulx , Alex Schanne , Nick Monroe , Rachel Birrell


In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of managing brand as an asset to a customer-obsessed one of creating a resonant brand experience. The brand experience playbook helps CMOs reinvent their brand-building strategies to create a connected, customer-obsessed brand experience.

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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.