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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 Customer Experience Professionals

    Report

    Report Lessons Learned: How Brands Kick-Started Their CX Momentum

    How Australia's Biggest Customer Experience Improvers Achieved Nation-Leading Results And Business Outcomes
    January 11, 2017 | Tom Champion

    Forrester's Customer Experience Index (CX Index™) benchmarks how effectively more than 900 brands across 18 industries in eight countries deliver experiences that strengthen loyalty. A comparison...

  • 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 Customer Experience Professionals

    Report

    Report Case Study: Shimano Marries The Physical And Digital In An Interactive Experiential Space

    November 21, 2016 | Ryan Hart

    Great "bits and mortar" experiences aren't just for B2C firms; more B2B firms are fusing physical and digital into attractive, interactive experiences that boost engagement, product education, and...

  • 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 Predictions 2017: The Dawn Of ‘Less Is More' In Marketing

    In A Post-Digital World, Marketers Will Prioritize Quality Experiences Over Quantity Of Advertising
    November 3, 2016 | Brigitte Majewski

    "Less" is not in the modern B2C marketer's lexicon. The easiest way to reach fragmented audiences has long been "more": more ads in more places with more frequency — until now. With frustrated...

  • For Customer Experience Professionals

    Report

    Report Predictions 2017: The CX Quality Split

    Landscape: The Customer Experience Ecosystem Playbook
    October 31, 2016 | David Truog, Allegra Burnette

    The Customer Experience Index (CX Index™) leaders of 2015 barely improved in 2016, even as brands that had lagged behind caught up significantly. Does this herald a leveling out in 2017, with...

  • For CMO Professionals

    Report

    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 L. McQuivey

    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...

  • For CMO Professionals

    Report

    Report Branding Never Sleeps: Relentlessly Measure, Manage, And Improve Your Brand

    Continuous Improvement: The Brand Experience Playbook
    September 1, 2016 | Dipanjan Chatterjee

    Continuous improvement of your firm's brand experience requires ongoing measurement and management. In the age of the customer, this process becomes significantly more complex because of the sheer...

  • 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

    Landscape: The Brand Experience Playbook
    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 CMO Professionals

    Report

    Report How To Build A Strong B2B Brand Experience

    Processes: The Brand Experience Playbook
    April 29, 2016 | Sheryl Pattek

    As business buyers gain control over their purchase process with easy access to product specs, peer reviews, and competitive intelligence, business-to-business (B2B) organizations must depend on a...

  • 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 CMO Professionals

    Report

    Report Revamp Your Agency Roster To Lead A Connected Brand Experience

    Performance Management: The Brand Experience Playbook
    April 27, 2016 | Sarah Sikowitz

    As marketers move from managing their brand to leading a connected brand experience, they will need agency partners that can help develop and execute their vision. To effectively manage agency...

  • For CMO Professionals

    Report

    Report Invest In The Brand Building Experience

    Business Case: The Brand Experience Playbook
    April 26, 2016 | Michelle Moorehead

    In the age of the customer, brand building is more important than ever to differentiate offerings and create long-term customer value. However, marketing leaders seeking to defend or increase their...

  • 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 CMO Professionals

    Report

    Report Chart A New Course For A Connected Brand Experience

    August 17, 2015 | Sheryl Pattek

    As brand and customer experience become intertwined, brand building must move beyond the purview of just the marketing department to become an organizationwide effort. To respond, CMOs require a...

  • For Customer Experience Professionals

    Report

    Report Brief: Loyalty Program Members Give Brands Higher Customer Experience Index Scores

    August 7, 2015 | Megan Burns, Corey Stearns

    Many loyalty programs include perks that are designed to give a firm's best customers a differentiated experience. But do they deliver? In this brief, we answer that question by comparing the...

  • For CMO Professionals

    Report

    Report Engage The Enterprise To Reach Brand Experience Maturity

    March 9, 2015 | Sheryl Pattek

    In 2014, Forrester surveyed senior marketers to get a pulse on their progress toward building a resonant brand experience. The results show that marketers are still in the early stages of brand...

  • For B2C Marketing Professionals

    Report

    Report Predictions 2015: Marketing Leaders Mix Data, Content, And Insight To Craft Brand Experiences

    Customer-Obsessed Marketers Will Harness The Power Of Contextual Data To Deliver Highly Differentiating Brand Experiences
    November 10, 2014 | Luca S. Paderni, Shar VanBoskirk

    The year 2015 will see the gap between customer-obsessed brands and the rest grow even wider. As more interaction data from multiple channels and touchpoints floods customer databases and marketing...

  • For Enterprise Architecture Professionals

    Report

    Report Six Trends Reshape The Content Capture Market

    Increasing Digitization, Big Data, And Analytics Have The Potential To Lower The Capture Administrative Burden
    September 5, 2014 | Craig Le Clair

    Today most enterprises rely on inbound content capture technology designed for paper and fax and aligned specifically with a line of business. But now the BT agenda is clear: Help fully digitize...

  • For CMO Professionals

    Report

    Report Brief: Create Mobile Moments That Boost The Brand Experience

    Shift Mobile From A Siloed Tactic To A Connected Brand Building Tool
    July 29, 2014 | Tracy Stokes

    Forrester believes that we are witnessing a mobile mind shift — "the expectation that I can get what I want in my immediate context and moments of need." The new battleground for customers is this...

  • 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 CMO Professionals

    Report

    Report Consistent Customer Experience Drives Airline Brand Resonance

    Technographics® TRUE Brand Compass: Airlines
    June 25, 2014 | Tracy Stokes

    Airlines battle daily to win market share, but they are losing the battle for brand resonance. Airline chief marketing officers (CMOs) must work harder to secure loyal customers and build more...