Trends Report

Established Media Brands Fend Off Social Newcomers To Top TRUE Brand Rankings

Technographics® TRUE Brand Compass: Media

January 23rd, 2014
With contributors:
Roxana Strohmenger , Alexandra Hayes , David Cooperstein

Summary

Consumers demand more from brands in the 21st century, and traditional and digital media brands are no exception. Media brands must go beyond single-channel access points and prove that they are a trusted resource to their audience, by offering content and services that consistently deliver and extend the brand experience. The TRUE brand compass analysis reveals that to be a leading media brand in the 21st century, chief marketing officers (CMOs) must lead their brand to brand resonance by being trusted, remarkable, unmistakable, and essential (TRUE). This report analyzes the TRUE brand compass results for 10 leading traditional and digital media brands and helps CMOs understand the TRUE dimensions that create a resonant media brand in the 21st century.

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With
Roxana Strohmenger , 
Alexandra Hayes , 
and David Cooperstein