Trust, Not Buzz, Builds Health And Beauty Brand Resonance

Forrester's research shows that consumers demand more from brands in the 21st century. Marketers now have a steeper hill to climb to earn consumers' brand preference, referral, and willingness to pay a premium price. This is the first in a series of reports that analyzes Forrester's new Consumer Technographics® TRUE brand compass data to reveal consumers' expectations of brands by category. This report shows what makes a strong trusted, remarkable, unmistakable, and essential (TRUE) brand in the consumer packaged goods (CPG) health and beauty aids (HBA) category. Chief marketing officers (CMOs) and brand leaders of CPG brands must begin their quest for mindshare and market share by earning consumers' trust, not by driving buzz.