419 results in Reports
Sort by:
Refine
  • Branding

Featured content

The Brand Experience Playbook For 2017

The Post-Digital Rules Of Brand Building

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...

Search Results

  • For B2B Marketing Professionals

    Report

    Report The Birth Of The B2B Consumer

    Adopt A B2C Mindset To Meet Buyers' Changing Preferences
    October 5, 2017 | Steven Casey

    B2B buyers are acting more like consumers every day. Driving this change is a combination of learned and native digital consumer behaviors that are having a dramatic impact on every phase of the...

  • For CMO Professionals

    Report

    Report Drive B2B Brand Value With Emotion And Experience

    Organization: The Brand Experience Playbook
    October 5, 2017 | 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...

  • For B2C Marketing Professionals

    Report

    Report Mine The Emotions Behind Your Consumers' Social Media Behaviors

    September 26, 2017 | Erna Alfred Liousas, Anjali Lai

    B2C marketers race to push content to social media, desperate to capture an iota of consumer attention. But this content may be hurting your brand in ways you wouldn't expect. This report applies...

  • For CMO Professionals

    Report

    Report The Model For Modern Marketing

    July 10, 2017 | 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...

  • For B2B Marketing Professionals

    Report

    Report It's Not About You: B2B Marketers Need To Change How They Think About Branding

    In The Age Of The Customer, Features And Functions Take A Back Seat To Experience And Emotion
    June 28, 2017 | Steven Casey, Shanta Samlal-Fadelle

    Too many B2B marketers underestimate the importance of branding to their success — relying instead on product-based differentiation to win. But in the age of the customer, features and functions...

  • For CMO Professionals

    Report

    Report Emotions Fuel Your Brand Energy

    Introducing Forrester's Brand Energy Framework

    Consumers are changing, experiences are changing, and brands have to change with them. In this environment of upheaval, existing brand measures are useful but insufficient. Forrester has applied...

  • For CMO Professionals

    Report

    Report The Rise Of Intelligent Branding

    Landscape: The Brand Experience Playbook
    June 2, 2017 | 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...

  • 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 The End Of Advertising As We Know It

    CMOs Should Shift Billions From Ad Interruptions To Branded Relationships

    People love to hate advertising, yet this annoying feature of modern life has funded the global economy more effectively than any other source. But that's changing. Society doesn't need advertising...

  • For B2C Marketing Professionals

    Report

    Report Social Crisis Management: Get Back To Basics

    April 19, 2017 | Jessica Liu

    With consumers more polarized than ever and increasingly showing their own values in the way they spend their money, brands worry about making missteps on social media and falling out of favor....

  • 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 B2C Marketing Professionals

    Report

    Report The Values-Based Consumer

    A Technographics® 360 Report Using Survey, Social Listening, And Qualitative Data
    April 6, 2017 | Anjali Lai

    Consumer decision making is changing: Shoppers increasingly evaluate products and brands based on a company's ethics and values. Empowered customers, marked by their sophisticated digital behavior,...

  • For B2C Marketing Professionals

    Report

    Report Align With Consumers' Values To Win Their Hearts And Wallets

    Follow Three Steps To A Resonant And Relevant Values Framework
    April 6, 2017 | Jim Nail, Henry Peyret

    A great product is no longer sufficient to guarantee strong sales and loyal customers. Today's empowered consumers not only reject corporate irresponsibility but also seek brands that proactively...

  • For B2C Marketing Professionals

    Report

    Report The New Agency Operating Model For Brands

    Follow A Four-Step Plan To Realign Your Agency's Value Around The Customer
    April 6, 2017 | Brigitte Majewski, Sarah Sikowitz

    The marketer and agency relationship is broken. Before selecting yet another agency that will ultimately disappoint, marketers need to take an outside-in approach that prioritizes customer...

  • For B2C Marketing Professionals

    Report

    Report Social Gets Bigger, Stronger, Faster

    Continuous Improvement: The Social Marketing Playbook
    March 23, 2017 | Jessica Liu

    B2C marketers who have established their social marketing practices can't rest on their laurels. Social media is an increasingly larger part of the marketing mix, and social activity is expanding...

  • For B2C Marketing Professionals

    Report

    Report Your Brand Needs Content Governance Now

    Better Content Management Models Make Marketing Content More Accurate, On-Brand, Reusable, And Effective
    February 22, 2017 | Ryan Skinner, Jessica Liu

    Your brand is churning out all kinds of content at a high rate, but inconsistencies in that content are confusing your customers. Content marketers make things worse with their quixotic...

  • For B2C Marketing Professionals

    Report

    Report Case Study: Max Factor China Rejuvenates Customers' Loyalty With Social CRM

    January 18, 2017 | Xiaofeng Wang

    B2C marketers find it increasingly challenging to earn loyalty as empowered consumers become entitled customers with more options than ever before. This case study explores how Max Factor invested...

  • For B2C Marketing Professionals

    Report

    Report Fake News: More Proof That Advertisers Must Choose Quality Over Quantity

    Protect Your Brand By Balancing Automation, Audience, And Context
    January 12, 2017 | Melissa Parrish, Susan Bidel, Richard Joyce

    The scourge of fake news has thrown platforms, publishers, advertisers, and political candidates into a tailspin. How can a problem this pervasive and explosive ever be overcome? The first step is...

  • 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 B2B Marketing Professionals

    Report

    Report How To Design Communities For B2B Marketing

    A Guide To Creating A Community Strategy Using Forrester's CLICK Framework
    January 6, 2017 | Steven Casey

    Most B2B marketers understand that online communities can be a critical element of their overall customer engagement strategy, but too many struggle with choosing the right approach, sustaining...

  • For B2C Marketing Professionals

    Report

    Report Stop Pushing Unwanted Content To Customers

    Landscape: The Content Marketing Playbook
    January 5, 2017 | Ryan Skinner

    Customers have abundant sources of information to drive their purchases, and a new one's never more than a click away. This dynamic hurts marketers who push unwanted content and rewards those who...

  • 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 Application Development & Delivery Professionals

    Report

    Report Sharpen Trade Management For Improved Point-Of-Purchase Conversion

    How To Deliver Applications For Effective Trade Management
    November 29, 2016 | George Lawrie

    Seventy percent of consumers make brand decisions in the store, but attempts made by brands to engage them via mobile applications have had limited success. This research shows how to equip a...

Content categories

Refine your results

Date Range

Industry

Primary Role

Topics

Methodology

Region

Vendor

Analyst

Market Imperatives