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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 Live Your Values To Grow Your Business

    Values-Based Consumers And Employees Seed A New Disruption
    August 29, 2019 | Anjali Lai, Rick Parrish, Samuel Stern

    The debate about company values is center stage. Certain moments in history trigger an eruption of passionate voices that rail against companies that appear to violate consumer values: Today, we're...

  • Report The Enigma Of The New Norm: Direct-To-Consumer Disruption

    Return To The Core Of Best-In-Class Marketing To Solve Three Consumer Paradoxes
    June 13, 2019 | Anjali Lai

    Direct-to-consumer (DTC) startups are storming onto the scene with a provocative brand ethos and unconventional business models that threaten retailer market share. VCs bet big on these bold...

  • 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 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...

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