Best Practice Report

Inside The Forrester Brand Lifecycle Framework: Foundational Elements

Corporate, Functional, And Measurement Alignment Are Critical To Successful Brand Strategy And Execution

January 13th, 2023
Karen Tran, Principal Analyst
Karen Tran Principal Analyst
Christina Schmitt, Principal Analyst
Christina Schmitt Principal Analyst
With contributors:
Srividya Sridharan , Ian Bruce , Shannon Colford , Kate Pierpont

Summary

Brand is a strategic asset for B2B businesses and drives impact throughout the company. CMOs and brand leaders who employ the three foundational elements of the Forrester Brand Lifecycle Framework find greater success with brand strategy, optimization, and measurement initiatives. This report reveals the components necessary to achieve strong interlocks at the corporate, functional, and measurement levels and provides guidance on how to assess your company’s progress in fulfilling them.

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