ترجمه آماده – ایجاد یک نشان تجاری تجربی مشتری محور

Why Read This Report
In the age of the customer, chief marketing officers (CMOs) have a steeper hill to climb to build their brands with distracted, technology-empowered consumers. This is forcing marketers to rethink the rules of brand building. In this new era, CMOs must shift from a company-centric approach of managing a brand as an asset to a customer-centric one of creating a resonant brand experience. The brand experience playbook helps CMOs reinvent their brand building strategies to create a connected, customer-centric brand experience to 1) evangelize the brand experience imperative; 2) chart a course for the new brand
experience; 3) excite, engage, and enroll the organization to follow its North Star; and 4) actively monitor and manage brand health. This report was originally published on July 19, 2012; Forrester has substantially revised it to factor in new ideas.