The Forrester Brand And Communications Implementation Spectrum

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.