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  • Webinar Are You Fit For The Future? You Can't Shape The Future With Tools You Don't Have

    Tuesday, April 23, 2019, 11:00 a.m.-11:40 a.m. Eastern time (16:00-16:40 GMT) | James L. McQuivey

    The future is coming, full of AI, robotics, and machine intelligence. Some are readier than others to partner with intelligent machines and shape our shared future, and they will have such a...

  • Report The Model For Modern Marketing

    The Vision Report In The Marketing Innovation Playbook
    March 8, 2019 | Shar VanBoskirk

    Companies need CMOs and their marketing teams to help drive customer-obsessed strategies. But even though they regularly interact with customers, most marketing functions still prioritize internal...

  • Report Generate Brand Energy With Digital Experiences: Engage, Excite, And Entangle Your Customer

    Processes: The Brand Experience Playbook
    January 30, 2019 | Dipanjan Chatterjee

    In today's consumer environment, brand experiences are overwhelmingly digital — we touch, type, poke, and command our way through interactions. To create and sustain an emotion-driven brand, CMOs...

  • Report The CMO's Guide To CES 2019: Five Big Brand Ideas

    January 23, 2019 | Dipanjan Chatterjee

    CES, the world's largest tech show, is about much more than technology. For CMOs, CES is rich with innovation ideas, new brand experiences, and conversations about the future of marketing. If you...

  • Report Gillette's Close Shave

    A Consumer Energy Index Analysis
    January 22, 2019 | Anjali Lai

    Brands are jumping into the messy arena of polarizing issues with greater fervor, and Gillette just raised the stakes. Within 72 hours of launch, its "We Believe" TV spot shot past 13 million views...

  • Report Facebook: The Myth Of The Monopoly

    A Consumer Energy Index Analysis
    January 18, 2019 | Anjali Lai

    2018 was a challenge for Facebook, Inc.: Between the Cambridge Analytica scandal in Q1 and a security bug in Q4, the headlines revealed that its largest partners had access to users' personal data...

  • Report Create A Customer-Obsessed Brand Experience

    Executive Overview: The Brand Experience Playbook
    January 9, 2019 | 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 Conquer Three Emotional Territories To Power Your Brand Experience

    Assessment: The Brand Experience Playbook
    December 18, 2018 | Dipanjan Chatterjee

    For a CMO to build a powerful brand, it is not enough for her to know that she must infuse it with an energy derived from emotions; she must also know the right emotions to activate to create a...

  • Report Drive B2B Brand Value With Emotion And Experience

    Organization: The Brand Experience Playbook
    November 29, 2018 | Dipanjan Chatterjee

    B2B CMOs, marketers, and CX professionals should read this report to understand brand's far-reaching impact in driving successful acquisition and retention as well as creating top-line growth. The...

  • Report The Rise Of Intelligent Branding

    Landscape: The Brand Experience Playbook
    November 27, 2018 | Dipanjan Chatterjee

    The traditional paradigm of brand management has been upended by intelligent branding — a customer-centric, emotions-driven approach anchored in the neuroscience of how people form brand...

  • Report Put Brand Energy To Work By Building A Five-Step Action Plan

    Tools And Technology: The Brand Experience Playbook
    November 20, 2018 | Dipanjan Chatterjee

    Forrester's brand energy framework is an emotion-driven model that captures the power of a brand and its ability to influence consumer decision making. CMOs: Read this report to learn how to put...

  • Report Emotions Fuel Your Brand Energy

    Business Case: The Brand Experience Playbook

    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 2019: CMO

    Branding Brings Oomph To Differentiate CX

    Marketing needs a boost of energy, but it won't come from purely provocative ads or some cool new technology. In the age of the customer, the best source of energy for a brand is the customer. As...

  • Report Harmonize Brand And Customer Experience To Acquire And Retain Customers

    Performance Management: The Brand Experience Playbook
    October 23, 2018 | Dipanjan Chatterjee, Ryan Hart

    While the boundaries between brand and customer experience (CX) are still cloudy in most companies today, the demarcation between the two has all but disappeared in the minds of customers....

  • Report The Customer-Obsessed Enterprise

    The Vision Report In The Customer-Obsessed Enterprise Playbook
    June 25, 2018 | Keith Johnston, Sharyn Leaver

    Customer-obsessed firms already enjoy higher revenue growth, customer satisfaction, and employee satisfaction — and will prevail as the age of the customer intensifies. Forrester surveyed more than...

  • Webinar Amazon Will Own Your Customer In The Future: What You Should Do About It

    May 15, 2018 | James L. McQuivey

    Amazon has built the most powerful customer relationship ever, carefully constructing an ecosphere around tens of millions of customers, including your best customers. Executives must learn from...

  • Report Four Steps To Establish An Innovative Marketing Function

    The Strategy Report In The Marketing Innovation Playbook
    May 7, 2018 | Keith Johnston

    True marketing innovation focuses on evolving from staid, traditional marketing approaches to a new worldview that prioritizes solving customer problems over promoting product. To do this, you must...

  • Report Embrace Innovative Marketing

    Executive Overview Of The Marketing Innovation Playbook
    March 30, 2018 | Melissa Parrish

    Marketing has come a long way, but it is not yet customer obsessed. True marketing innovation focuses on evolving from staid and traditional marketing approaches toward a new worldview that...

  • Report Ignite Customer-Centric Thinking Companywide

    Advanced Level: Mindset Practices For Marketing Innovation
    March 16, 2018 | Laura Ramos, Jim Nail

    Customer-obsessed thinking must expand rapidly beyond marketing to ensure that consistent and impactful customer experiences separate your company from the competition. Advanced CMOs will promote...

  • Report Three Habits Increase Adoption Of A New Marketing Mindset

    Intermediate Level: Mindset Practices For Marketing Innovation
    March 16, 2018 | Jim Nail, Laura Ramos

    Becoming an innovative marketer will require more than the CMO and senior marketing leaders adopting a new mindset: They must lead, coach, and prod their entire department. This shift will require...

  • Report Three Steps To Modernize Marketing Thinking

    Beginner Level: Mindset Practices For Marketing Innovation
    March 16, 2018 | Jim Nail, Laura Ramos

    Current marketing approaches are out of sync with today's empowered buyers. Customer-obsessed marketers from Amazon to Zappos disrupt their industries by creating experiences that exceed consumers'...

  • Report Agile Methodology Embeds Customer Obsession In Marketing

    Intermediate Level: Process Practices For The Marketing Innovation Playbook
    March 16, 2018 | Ryan Skinner

    Once you've established customer-obsessed processes, you're ready to advance them using Agile methodologies. The forces that drove Agile into developer communities have hit marketers just as hard....

  • Report Five New Perspectives On Marketing Process

    Beginner Level: Process Practices For The Marketing Innovation Playbook
    March 16, 2018 | Lori Wizdo, Jessica Liu

    Forrester research indicates that defined, documented, and repeatable marketing process correlates with revenue growth. But most marketing teams don't have that level of process rigor. For various...

  • Report Why The Home Depot Wins At Mobile Web

    March 5, 2018 | James L. McQuivey

    Most retailers embrace mobile, but currently many merely check the boxes on features and functionality. Few go to the next level, consciously constructing an experience that meets customers'...

  • Report Accelerate Disruption With The Business Innovation Canvas

    Unlock Your Company's Hidden Potential For Disruptive Innovation And New Revenue Growth
    March 2, 2018 | Nigel Fenwick

    To disrupt your business, you need to think like a startup. But that's easier said than done. This report introduces you to Forrester's Business Innovation Canvas. Forrester designed this framework...