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The Brand Experience Playbook For 2019

Create A Customer-Obsessed Brand Experience

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...

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  • 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 Transformation Goes Pragmatic

    Key Takeaways From Forrester's Singapore And Hong Kong Predictions 2019 Events

    Forrester's Predictions 2019 events in Singapore and Hong Kong highlighted the major trends, opportunities, and challenges that companies will face and must address in 2019. This report outlines...

  • 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 The Mechanics Of Trust

    Processes: The Customer Trust And Privacy Playbook
    December 20, 2018 | Fatemeh Khatibloo

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

  • 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 B2B Firms Must Focus On Brand Equity To Drive Value

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

    Business-to-business (B2B) CMOs must invest in brand equity to drive financial value. This report explores the vital role of equity in brand management and provides a framework to help CMOs measure...

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

    Continuous Improvement: The Brand Experience Playbook
    November 21, 2018 | Dipanjan Chatterjee

    Continually improving your firm's brand experience relies on ongoing measurement and management. In the age of the customer, the sheer volume and vast array of available consumer data heightens the...

  • 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

    Forrester's Framework For Building Brand

    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 Social Gets Bigger, Stronger, Faster

    Continuous Improvement: The Social Marketing Playbook
    November 19, 2018 | 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...

  • Report Brands, Here's The Size Of Your Digital Commerce Prize

    Assessing The Digital Commerce Opportunity For Branded Manufacturers
    November 16, 2018 | Michelle Beeson, Sucharita Kodali

    Consumer-facing brands know that there is proverbial gold in generating direct sales through digital commerce, but the big question is the size of the prize. This report examines the factors that...

  • 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 The Forrester Wave™: Creative Advertising Technologies, Q4 2018

    The 10 Providers That Matter Most And How They Stack Up
    November 5, 2018 | Joanna O'Connell, Susan Bidel

    In our 31-criterion evaluation of creative advertising technology (adtech) providers, we identified the 10 most significant ones — Adacado Technologies, Adform, Celtra, Clinch, Flashtalking,...

  • 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 Join The Conversation To Build Customer Relationships

    Turn Voice And Language Innovation Into A Conversational Strategy
    October 15, 2018 | Thomas Husson

    After the web and the app eras, we're now entering a period where natural language will take over from computer language. This will accelerate the need for brands to create personalized dialogues...

  • Report Nike Makes No Sacrifices

    A Consumer Energy Index Analysis
    September 21, 2018 | James L. McQuivey, Anjali Lai

    Nike unveiled its 30th anniversary "Just do It" ad campaign featuring its long-sponsored and controversial athlete Colin Kaepernick. Putting aside photos of disgruntled consumers setting Nike shoes...

  • Report The Forrester Automotive Wave™: European Websites, Q3 2018

    European Auto Brands' Sites Don't Meet Customers' Evolving Expectations
    August 29, 2018 | Brendan Miller, Alex Causey

    More than half of European consumers spend 10 hours or more researching a new car, and nearly three-quarters consider three or more brands before they purchase or lease a vehicle. To gauge how...

  • Report Brands Forget The Rules Of Modern Marketing When Crisis Hits

    Manage Risk And Reputation With A Customer-Obsessed Approach
    August 23, 2018 | Emily Collins, Jim Nail

    Bad news: Your brand crisis is inevitable. And your traditional crisis management protocol will only make it worse with its cold, corporate, "control and communicate" ways, entirely at odds with...

  • Report What To Learn From Apple's Coming Brawl With Amazon

    August 1, 2018 | James L. McQuivey

    Apple is the iconic brand of this century; soon, it will become the first trillion-dollar company. However, Apple is letting Amazon gradually take over its dominant role by focusing on its elegant,...

  • Report Case Study: How To Transform Advertising Practices To Better Connect With Consumers

    Road Map: The Omnichannel Advertising Playbook
    July 26, 2018 | Susan Bidel, Arleen Chien

    A truly omnichannel advertising strategy requires planning, buying, and optimizing practices that are based on data and supported by technology and partnerships to maximize the customer experience...

  • Report Your App Evokes These Emotions, But You Don't Know It

    Digital Interactions On Apps And Websites Trigger Customer Emotions Too
    July 16, 2018 | Amit Bhatia

    The role of emotion in customer experience (CX) is long proven. Positive emotions improve CX, driving revenue growth; negative emotions do the opposite. Given this and the fact that many...

  • Report The Forrester Automotive Wave™: US Websites, Q2 2018

    The Playing Field Is Wide Open For Carmakers To Break Away
    June 18, 2018 | Brendan Miller, Andrew Hogan

    US new auto sales surpassed 17 million vehicles in 2017 — one of the best years on record for the auto industry. Can it do better? Over 90% of US auto shoppers used manufacturers' websites to guide...

  • Report Bring Brand To Life With Customer Journeys

    Your Brand Promise Is Empty Unless Brand-Infused Customer Journeys Make It A Reality

    To differentiate, companies must create resonance between brand and customer experience (CX) at every step of customers' journeys — but often don't. The result: brand promises that remain...

  • Report The Future Of Omnichannel Advertising Must Be Customer Obsessed

    Vision: The Omnichannel Advertising Playbook
    June 4, 2018 | Joanna O'Connell, Susan Bidel

    Advertising is a decades-old revenue engine for brands, but it's gone off the rails in an era of data and technology obsession. Little understanding of consumer ad sentiment and too much short-term...

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