Building A Successful Brand In The 21st Century

In the age of the customer, digitally empowered consumers are no longer sitting back waiting for brands to talk to them. They are seizing newfound opportunities on digital platforms to voice their wants, needs, and expectations. And data from our Consumer Technographics® panel shows that, in 2012, consumers expect more from brands. For example, they expect brands to create indispensable value and contribute to society. 

But marketers are struggling to keep up with these changing consumer needs and higher expectations. They are disoriented in a world where they are losing influence with their consumers, losing control of their brand messages, and losing trust with consumers. Why? Because they are using old guidebooks and road maps that were designed for a traditional advertising world.  

To guide marketing leaders into this fast-changing brand-building terrain, the CMO & Marketing Leadership research team has created a playbook on how  to successfully build a 21st century brand. The collection of reports in the playbook will help you to:

·       Discover why, as a marketing leader, you must adapt your brand to consumers’ higher standards across this new brand-building landscape and must learn how to make a business case for investing in brand building. 

·       Plan for a new brand experience across all consumer touchpoints, from communications to retail experiences to products; a strategic plan to bring your vision to life and a road map to get you there.

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