Posted by Tracy Stokes on September 25, 2013
- Is the top influencer of being essential. Being essential is a key component of having a strong brand. Our trusted, remarkable, unmistakable, and essential (TRUE) brand compass research shows that being essential — that your brand is irreplaceable in the lives of your customers — is a key driver of brand resonance. Celebrity or athletic endorsement has a bigger impact on being essential in retail than “offering exclusive content” online or “providing a personalized service/experience.” But impact can vary by brand. For example, it plays a bigger role in being an essential brand for home improvement brands Lowe’s and Home Depot than it does for Amazon.
- Takes a back seat to product quality to secure brand trust. Being trusted has the biggest impact on overall brand resonance. Here celebrity endorsement has some influence but is less important than other attributes. For example, for big-box retail brands, having “products/offerings that meet my needs,” “the highest quality product/offering,” or providing “good value for the money” have a stronger impact on trust than celebrity endorsement.
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