Search Results

• Report Emotions Fuel Your Brand Energy

  Forrester's Framework For Building Brand

  November 19, 2018 | Dipanjan Chatterjee, James McQuivey, PhD, Juan Salazar

  Consumers are changing, experiences are changing, and brands must change with them. Existing brand measures are useful but insufficient in this environment of upheaval. Forrester has applied its...

• Report Predictions 2017: The Post-Digital CMO Appears

  How CMOs Will Develop Their Brands, Practices, And Skill Sets Toward Customer Obsession Next Year

  October 31, 2016 | Shar VanBoskirk, James McQuivey, PhD, Dipanjan Chatterjee

  The arrival of 2017 will bring with it a post-digital climate in which customers feel disenfranchised and more interested in product usage than in ownership. In response to these trends, we expect...

• Report Predictions 2016: The New Benchmark For Brand Management

  How Smart CMOs Will Embrace The Rise Of Customer Experience

  November 2, 2015 | Sheryl Pattek, James McQuivey, PhD, Sarah Sikowitz

  Few companies recognize that managing your brand is all about managing your customers' experiences, but in 2016, smart CMOs will change that — reshaping their teams, delivering connected brand...

• Report Digital Experiences Will Drive Brand Resonance For Rental Newcomers

  Technographics® TRUE Brand Compass: Car Rental And Sharing

  July 2, 2015 | James McQuivey, PhD

  New ride-booking and car sharing services like Getaround, Lyft, Uber, and Zipcar — some of which exploit the rising sharing economy — threaten to change car ownership eventually but will have an...

• Report Telecom Brands Are Not Connecting

  Technographics® TRUE Brand Compass: Telecom

  April 14, 2015 | James McQuivey, PhD

  Customers' dissatisfaction with telecom providers is well documented. These firms are known for frustrating customers with confusing programming bundles, poor customer service, and opaque pricing....