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The Brand Experience Playbook For 2017

Create A Customer-Centric Brand Experience

In the age of the customer, chief marketing officers (CMOs) have a steeper hill to climb to build their brands with distracted, technology-empowered consumers. In this new era, CMOs must shift from...

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  • For B2C Marketing Professionals

    Report

    Report Chatbots Are Transforming Marketing

    Use Chatbots To Help Customers Discover, Explore, And Engage With Your Brands
    May 24, 2017 | Xiaofeng Wang

    Marketers' interest in chatbots is growing rapidly, and many plan to launch a branded chatbot in 2017. Success will hinge on marketers' ability to define a clear purpose for the chatbot and set...

  • For CMO Professionals

    Report

    Report We're Not In Kansas Anymore: Building Culturally Relevant Social Brands In Global Growth Markets

    Processes: The Brand Experience Playbook
    April 12, 2017 | Dipanjan Chatterjee

    As mature economies like the US and Western Europe continue to stagnate, their brands gain tremendous upside from tapping into the economic surge in global growth markets like Brazil, China, India,...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Adopt An App+ Strategy

    Move Beyond Apps To Win, Serve, And Retain Your Customers
    April 11, 2017 | Julie A. Ask, Michael Facemire

    Your best customers typically prefer your app over your mobile website but depend on both. But even your biggest fans spend far more time in other firms' apps, and as a result, you own too few of...

  • For CMO Professionals

    Report

    Report B2B Firms Must Focus On Brand Equity To Drive Value

    Benchmarks: The Brand Experience Playbook
    January 6, 2017 | Dipanjan Chatterjee

    Business-to-business (B2B) CMOs are just as invested in bettering their brands as business-to-consumer (B2C) CMOs. Like their consumer-focused counterparts, they want to build, measure, and manage...

  • For CMO Professionals

    Report

    Report From Great To Amazing: Building Brands With Enduring Resonance

    Strategic Plan: The Brand Experience Playbook
    December 14, 2016 | Dipanjan Chatterjee

    Great brands are built on great customer experiences. Amazing brands are built on resonance. A brand that resonates does more than deliver on its product, service, and experience promise: It...

  • For B2C Marketing Professionals

    Report

    Report Spin User-Generated Content Into Brand-Building Gold

    Strategic Approaches To UGC Infuse Brands With Trust And Credibility While Minimizing Risk
    November 10, 2016 | Ryan Skinner, Jessica Liu

    The inherent authenticity of user-generated content (UGC) is kryptonite to even the most super of brands. Consumers' honest perspectives deflate brand mythologies and reveal once-hidden flaws. But...

  • For CMO Professionals

    Report

    Report Brand Management For A New Age: Experience And Resonance Transform Brand Leadership

    Vision: The Brand Experience Playbook
    November 9, 2016 | Dipanjan Chatterjee, Sheryl Pattek

    In the age of the customer, CMOs battle to build their brands with distracted, technology-empowered consumers who have as much to say about what the brand stands for as the company does. CMOs must...

  • For CMO Professionals

    Report

    Report Navigate Your Brand To Resonance: Four Milestones To Brand Building

    Road Map: The Brand Experience Playbook
    November 4, 2016 | Dipanjan Chatterjee

    A powerful brand not only has to be extremely relevant to prospects, it has to make itself an invaluable and inextricable part of customers' lives as well. This report outlines a road map for CMOs...

  • For B2C Marketing Professionals

    Report

    Report Use The Forrester Media Content Audit To Lift Your Brand Storytelling

    Gauge Whether Your Media Content Turns On Audiences — Or Turns Them Away
    September 12, 2016 | Ryan Skinner

    Major consumer brands like Adidas, American Express, General Electric, Marriott, Pepsi, and Under Armor have invested millions of ad dollars to create and distribute content that their targets will...

  • For B2C Marketing Professionals

    Report

    Report It's Time To Unleash The Database Of Affinity

    Marketers Who Choose The Right Affinity Targeting Partners Are Generating Results
    July 8, 2016 | Richard Joyce

    Your targets express their affinities online in billions of ways — resulting in a database of affinity that you can use for powerful targeting. Some marketers use affinity data to acquire new...

  • For CMO Professionals

    Report

    Report Vendor Landscape: The Emerging Revolution In Brand And Experience Measurement

    Tools And Technology: The Brand Experience Playbook
    July 5, 2016 | Michelle Moorehead

    With changing consumers and an expanding digital tool set, brand measurement is ready for a revolution. Forward-looking CMOs recognize this opportunity and are evolving their traditional tracking...

  • For CMO Professionals

    Report

    Report Measure Brand Resonance With The TRUE Brand Compass

    May 11, 2016 | Michelle Moorehead, Roxana Strohmenger

    Technology-empowered consumers today have access to more information on brands than ever before and demand more of them. So CMOs must determine where to focus their efforts to secure mindshare and...

  • For B2C Marketing Professionals

    Report

    Report Take This Four-Step Approach To Branded Video

    Online Video Is Powerful But Only When A Clear Strategy Precedes Production Decisions
    May 6, 2016 | Ryan Skinner

    Today's customers rely more than ever on content — from brands, from peers, from experts, and even from strangers — to decide what products they need and what products they should buy. When it...

  • For CMO Professionals

    Report

    Report Evaluate Your Brand Building Capabilities

    Assessment: The Brand Experience Playbook
    April 27, 2016 | Michelle Moorehead

    Today's perpetually connected consumers have more opportunities than ever to voice their wants, needs, and expectations, forcing marketers to rethink how they build relevant brands. This report...

  • For B2C Marketing Professionals

    Report

    Report The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    April 26, 2016 | Fatemeh Khatibloo

    In today's always-on, post-digital world, consumers are skeptical of even their favorite brands, so marketers' old methods of building trust simply don't work anymore. This report outlines a...

  • For B2C Marketing Professionals

    Report

    Report The Internet Of Things Redefines Brand Engagement

    Connected Objects Will Deliver The Brand Experience Of The Future
    April 21, 2016 | Thomas Husson

    Despite the hype around the dozens of billions of connected objects to appear in the next five to 10 years, the internet of things (IoT) seems to open up more business opportunities in the...

  • For B2C Marketing Professionals

    Report

    Report Brief: Facebook Messenger Bets On Bots

    Brands Gain New Consumer Relationship Opportunities But On Facebook's Terms
    April 15, 2016 | Thomas Husson

    Facebook announced new features and services for Facebook Messenger as well as the launch of bots on Messenger at this year's Facebook F8 developer conference. This report analyzes Facebook's...

  • For B2C Marketing Professionals

    Report

    Report Master Content Marketing To Drive Engagement, Credibility, And Preference

    Executive Overview: The Content Marketing Playbook
    March 9, 2016 | Luca S. Paderni, Ryan Skinner

    The content marketing playbook helps marketing leadership professionals design and deploy successful content marketing to drive engagement, credibility, and — ultimately — preference by: 1)...

  • For B2C Marketing Professionals

    Report

    Report Don't Confuse Media-Led And Customer-Led Content Marketing

    Two Types Of Content Marketing Are Emerging: One That Supports Brand Advertising Goals And One That Supports Direct Response Ones
    February 23, 2016 | Ryan Skinner

    As marketers ramp up their investments in content marketing, it's time to stop talking about a monolithic idea of "content marketing." Forrester identifies two distinct types of content marketing:...

  • For CMO Professionals

    Report

    Report Automakers Achieve Brand Resonance Today But Face Digital Disruption Soon

    Technographics® TRUE Brand Compass: Automaker Brands
    January 7, 2016 | James L. McQuivey

    Disrupters like Tesla and Uber are plotting against traditional automakers. To ensure that they avoid becoming commodity hardware brands, automakers must build brands that drive brand resonance....

  • For CMO Professionals

    Report

    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 L. McQuivey

    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...

  • For Customer Experience Professionals

    Report

    Report The Customer Emotions Driving CX Success

    A Technographics® 360 Report: Using Survey, Qualitative, And Social Listening Data
    October 22, 2015 | Anjali Lai

    Appealing to emotion is key to building superior customer experiences; however, emotion also poses new challenges in customer understanding. We used Forrester's Technographics 360 approach,...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Unilever Designs Content Around Customer Interests, Not Products

    The All Things Hair Program Reinvents Brand Marketing To Address 11 Billion Annual Hair Care Searches
    September 22, 2015 | Ryan Skinner

    The world's third-largest consumer packaged goods (CPG) company does not radically change how it goes to market often; this case study explores how Unilever did just that. It began when the CPG...

  • For CMO Professionals

    Report

    Report Digital Experiences Help Build A Resonant Hotel Brand

    Technographics® TRUE Brand Compass: Hotels
    July 28, 2014 | Tracy Stokes

    Chief marketing officers (CMOs) have a steep hill to climb to earn consumer brand preference, referral, and pricing power. In the hotel industry, strong brand resonance will be crucial as consumers...

  • For eBusiness & Channel Strategy Professionals

    Report

    Report Five Global Marketplaces All Brands Must Know

    The Opportunities For Brand Owners On Amazon, eBay, MercadoLibre, Rakuten, And Tmall
    June 9, 2014 | Zia Daniell Wigder, Lily Varon

    The global expansion process has changed substantially over the past five years, with eBusiness leaders no longer expanding internationally just by launching a series of direct-to-consumer...