Trust, Not Buzz, Builds A Strong 21st Century Brand

Tracy Stokes
When I first moved to the US from the UK, grocery shopping at the West Lafayette, Indiana supermarket took forever. What took so long? No, it was not the slow pace of a small Indiana town. It was that I didn’t know any of the brands. So every selection from pasta sauce to laundry detergent to shampoo was a new decision. I had no relationship with the brands. No frame of reference to know which ones to trust. Every time we go to a grocery store or a drug store, we make a multitude of purchase decisions. Our brand relationships are a shortcut in that decision-making process, we select from a shortlist of brands that we trust. This means that household name Consumer packaged goods (CPG) brands that have been around for decades often control mindshare and thus market share.   
 
Forrester’s new TRUE brand compass research proves this out. In February 2013, Forrester fielded the first in a series of quarterly Technographics® TRUE brand compass surveys that explore consumers’ attitudes about specific brands and how strongly they resonate with consumers. From this research we developed two new tools to help guide marketers on their brand building journey - to achieve the right balance of being trusted, remarkable, unmistakable and essential (TRUE):  
  1. The TRUE brand compass ranking gives a snapshot of a brand’s resonance. Is your brand a trail blazer – winning consumer mindshare, or astray – lost its way and it connection to consumers?  
  2. The TRUE brand compass scorecard reveals a brand’s progress along the four dimensions. Is your brand strong on being trusted? Weak on being essential? 
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Join Us July 27th In San Francisco For An iPad App Strategy Workshop!

JP Gownder

More than 90,000 iPad-only apps are available today. Forrester clients in a wide range of industries — media, software, retail, travel, consumer packaged goods, financial services, pharmaceuticals, utilities, and more — are scrambling to determine how to develop their own iPad app strategies (or browser-based iPad strategies).

Clients are asking us to help them address both challenges and opportunities associated with the iPad: How do I develop an app product strategy for the iPad? Does the browser matter, too? What will make my app or browser experience stand out from the competition? How will an iPad app complement my smartphone and Web properties?

If you are navigating these sorts of decisions, I'd like to invite you to a very exciting event being hosted by an analyst on my team, Sarah Rotman Epps. Sarah's holding a Workshop on July 27 (in San Francisco) to help clients like you separate the hype from the reality and take concrete steps toward developing a winning iPad app and browser strategy. 

The Workshop: POST — Refining Your Strategy For iPads And Tablets
This Workshop focuses on refining your strategy for reaching and supporting your key constituencies through iPads and other tablets. We'll take you through the POST (people, objectives, strategy, and technology) process, helping you to:

  • Understand where the tablet market is going based on Forrester's latest data and insights.
  • Apply what other companies have done to your own tablet strategy.
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