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The Brand Experience Playbook For 2021

Create A Customer-Obsessed Brand Experience

In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

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  • Webinar Consumer Outlook On 2021

    Thursday, February 4, 2021, 11:00 a.m.-11:40 a.m. Eastern time (16:00-16:40 GMT) | Anjali Lai, Martin Gill

    2020 will be remembered as a transformational year in world history; now, the decisions, actions, and innovations that occur in 2021 will set the trajectory for pandemic recovery and rebound that...

  • Report A Post-Truth Climate Is Shaping Gen Z's Consumer Behaviors

    Now More Than Ever, The Next-Generation Consumer Expects Brands To Be Real, Be Respectful, And Represent
    January 14, 2021 | Mike Proulx

    Step aside, Millennials. CMOs have their sights set on the next generation of consumers and for good reason. Gen Z (born in or after 1997) is likely to form the majority of US consumers in just...

  • Report Build Brand To Create Value

    Business Case: The Brand Experience Playbook
    January 6, 2021 | Dipanjan Chatterjee

    Marketing leaders must invest in brand to become customer obsessed. Use our presentation template in this tool to pitch the business case for brand and help your organization win, serve, and retain...

  • Webinar Consumer Predictions 2021

    December 11, 2020 | Anjali Lai

    The crises of 2020 will lead to further fragmentation among already-divided consumers and tensions for brands. Businesses will not survive the harsh climate of 2021 without tuning into key changes...

  • Report Apple "Brands Different": Lessons From The World's Most Valuable Brand

    Strategic Plan: The Brand Experience Playbook
    September 4, 2020 | Dipanjan Chatterjee

    Apple is one of the world's most valuable brands. Its unrivalled portfolio, category-defining innovation, legendary design, and, most of all, its rabid fandom, make it one of the most worshipped...

  • Report It's Time For CMOs To Pay More Attention To Employees

    The CMO And CHRO Relationship Grows In Importance As Crises Continue To Emerge
    July 27, 2020 | Thomas Husson

    Brands hold as much meaning for employees as for customers, especially in a crisis. CMOs play a key role in shaping and communicating the company culture, which helps acquire, inspire, and retain...

  • Report The UK In The Pandemic: How Consumers And Businesses Are Changing

    As The Pandemic Drives A Lasting Shift In UK Consumers' Behaviors And Values, Firms Must Respond In Kind
    June 17, 2020 | Michelle Beeson

    Our new survey, the Forrester Analytics Consumer Technographics® COVID-19 Survey (Wave 1), studied 1,117 UK online adults to analyze the impact of the COVID-19 crisis. This report synthetizes the...

  • Report Use Your Brand To Energize The Employee And Customer Experience

    Organization: The Brand Experience Playbook
    June 15, 2020 | Dipanjan Chatterjee

    To recruit the right talent, support engaged employees, and create the most ardent brand ambassadors, firms must address their employee experience just as they would the traditional brand...

  • Report The Brand Experience Assessment Report

    Assessment: The Brand Experience Playbook
    June 15, 2020 | Dipanjan Chatterjee

    The modern customer has high expectations of the companies with which they do business, so brands are on the hook to deliver consistent experiences across all touchpoints. This requires firms to...

  • Report CMO Priorities In Light Of The Pandemic Crisis

    What To Do Now, In Early 2021, And By Year-End 2021
    June 11, 2020 | Shar VanBoskirk, Tina Moffett

    With so much uncertainty at present, CMOs don’t know how to balance cost-saving measures with the innovation needed to help their firms recover well. This presentation explains near-term,...

  • Report Retention Is Not Enough: Banks Must Build Emotion-Rich Relationships To Grow

    Roadmap: The Brand Experience Playbook

    Banks have had a great run: For nearly a century, they've played an essential and highly visible role in people's lives, and most have consistently made tidy profits as a result. But many customers...

  • Webinar The State Of Consumers And Technology

    Consumer Technographics® And Business Technographics®
    February 25, 2020 | Anjali Lai

    Take a pulse of technology attitudes and behaviors today, and you’ll see consumers lamenting the abundance of technology and idealizing digital detoxes. However, zoom out to observe how...

  • Report The Business Case For Marketing Innovation

    Why Investing In Marketing Innovation Will Grow Your Business
    February 11, 2020 | Shar VanBoskirk

    Business leaders expect marketing to deliver revenue growth, improved customer experiences, and innovative products and services — and all at lower costs. Yet most marketing teams still work with...

  • Report The CMO's Guide To CES 2020

    Tools And Technology: The Brand Experience Playbook
    February 4, 2020 | Dipanjan Chatterjee

    CES is as much about brands and customer experience as it is about technology. Read this report to lock in on the most important CMO lessons from this year's event.

  • Report Brand Spotlight: The Best And Worst Of 2019

    January 13, 2020 | Dipanjan Chatterjee

    This report is about the best and worst of brand building in 2019, a year in which some iconic brands reinvented themselves while others struggled to remain relevant. Read this report to find out...

  • Report Create A Customer-Obsessed Brand Experience

    Executive Overview: The Brand Experience Playbook
    January 10, 2020 | Dipanjan Chatterjee

    In the age of the customer, CMOs have a steep hill to climb in building their brands with distracted, empowered customers. In this new era, CMOs must shift from a company-centric approach of...

  • Report Dial Up Consumers' Emotional Energy To Drive Innovation Adoption

    Forrester's Consumer Energy Index In Singapore
    January 2, 2020 | Anjali Lai, Xiaofeng Wang

    Empowered consumers look unstoppable: They latch onto new experiences faster than innovators can generate them. Nearly half of online adults in Singapore are Progressive Pioneers, the most...

  • Report Build A Brand That's Ready For Voice

    The CMO's Guide To Voice Experience
    December 30, 2019 | Dipanjan Chatterjee

    As voice becomes pervasive in brand experience, marketers must build a brand that's ready to embrace it. In our research, we tested brand interactions in six categories, five brands, and with over...

  • Report Brands Must Embrace Gender Evolution

    December 3, 2019 | Dipanjan Chatterjee, Nick Monroe

    Today, a majority of consumers reject what they perceive as outdated cultural constructs of gender. And where consumers go, so do brands. As society navigates the complex cultural space that is...

  • Report Make Meaning For Consumers And Employees To Drive More Success

    Unlock Customer Value By Understanding What Your Brand Means
    November 20, 2019 | Anjali Lai

    Declaring your values feels like a minefield today: Messages can inflame audiences without warning. CMOs must look beyond values-based consumers' surface-level needs to establish how their brand...

  • Report Supercharge Your Marketing With Creatively Focused Digital Agencies

    Ten Digital Agencies We're Watching
    November 14, 2019 | Jay Pattisall

    A new generation of digital agency is emerging as the agency landscape, disrupted by technology and empowered consumers, begins to coalesce. Today's digital agencies hyperfocus on the confluence of...

  • Report The State Of US Consumers And Technology, 2019

    Increasingly Intimate Technologies Spark The Next Mind Shift
    November 8, 2019 | Anjali Lai

    Today's abundance of technology means that consumers idealize digital detoxes and device retreats, but our data proves that their willingness and capacity to adopt and use more technology is still...

  • Report Predictions 2020: CMO

    CMOs Must Establish A Span Of Control Before Their Purpose And The CMO Title Itself Are Dissolved

    It's been 20 years since the digital era transformed the CMO role from a long-term brand-building growth captain to a quarter-disciplined and data-focused operator. This painful transition has...

  • Report Live Your Values To Grow Your Business

    Values-Based Consumers And Employees Seed A New Disruption
    August 29, 2019 | Anjali Lai, Rick Parrish, Samuel Stern

    The debate about company values is center stage. Certain moments in history trigger an eruption of passionate voices that rail against companies that appear to violate consumer values: Today, we're...

  • Report Give Your Brand A Voice — Literally

    August 12, 2019 | Dipanjan Chatterjee

    Voice is marketing's most significant paradigm shift this decade — one that has far-reaching implications for how brands engage customers and prospects. CMOs: Read this report to learn why voice...

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