Best Practice Report

The Forrester Brand And Communications Implementation Spectrum

Defining Regional Marketing’s Role In Brand And Communications

October 7th, 2021
Ian Bruce, VP, Principal Analyst
Ian Bruce VP, Principal Analyst
Paul Dolan, null
Paul Dolan

Summary

Successful brands are prepared to adjust to market circumstances, adapt to different cultures, and consider the possibility of growth and change. Brands also must maintain fidelity to a distinct core identity and allow for flexibility to accommodate these evolutions. In this report, we introduce the Forrester Brand And Communications Implementation Spectrum, demonstrating how brand and communications elements exist on a spectrum with a shared responsibility that reconciles the need for global consistency with the need for regional or country-level relevance and impact.

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