Engage The Enterprise To Reach Brand Experience Maturity

In 2014, Forrester surveyed senior marketers to get a pulse on their progress toward building a resonant brand experience. The results show that marketers are still in the early stages of brand experience maturity. Most are laying the foundations needed to bring the brand North Star to life in marketing communications. But CMOs struggle to take the next critical step: to galvanize and align the whole enterprise to deliver a consistent brand experience. Read this report to benchmark and optimize your brand experience capabilities across five key dimensions: 1) customer obsession; 2) brand North Star clarity; 3) a trusted, remarkable, unmistakable, and essential (TRUE) brand course; 4) a consistent brand experience across messages, actions, and products (MAP); and 5) brand performance monitoring. This report replaces an earlier report. It is completely rewritten based on new research and new survey data.