Introducing The Forrester Reputation Program Decision Model

Reputation programs are a core component of integrated campaigns that operate at all levels of the campaign hierarchy to create awareness, influence perception, and drive buyer and customer preferences. Integrated campaign leaders often misunderstand the role of reputation programs and consider them the responsibility of brand and communications teams or only leverage them for the highest level of messaging. This report introduces the Forrester Reputation Program Decision Model, which marketing leaders can use to shape reputation programs at all levels of the campaign hierarchy using the decision criteria of objectives, market factors, audience, and resources.