Summary
The consumer technology business is traditionally product-driven. But in today's competitive marketplace, chief marketing officers (CMOs) in this sector need to pay attention to their brand resonance to secure brand preference, referral, and pricing power. This report analyzes Forrester's new TRUE brand compass data to determine which consumer technology brands are positioned to win the battle for mindshare and which aspects of a TRUE brand — being trusted, remarkable, unmistakable, and essential (TRUE) — drive that leadership.
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