11 days ago

Emotion and the B2B brand experience

If I asked you for a list brands that might air a commercial during the Super Bowl, you’d probably include a brand like Pepsi, perhaps a Tom Brady-endorsed Foot Locker, or yet another mega consumer brand. Turns out that during the 2017 sporting event, B2B brands produced some of the most-talked-about commercials. Tom Brady put […]

18 days ago

Another Mobile Feature Banks Should Offer: Subscription Management

[this blog post was co-authored by Michael Chirokas] A year ago, Forrester published a report that listed Eleven Mobile Features That More Banks Should Offer. Unsurprisingly, our ongoing research continues to uncover new mobile services that belong on banks’ road maps. Recently, we came across another feature that several startups offer but that we haven’t seen […]

2 months ago

Brand 2020: Act 3. Redemption

A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about […]

2 months, 7 days ago

Brand 2020: Act 2. Soul-Searching

A MANIFESTO IN THREE ACTS Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about […]

2 months, 12 days ago

Back To the Future: The Benefits Of TV Advertising

Marketers are having a Back to the Future moment: AdWeek, MarketWatch, MarketingProfs, and others have sung the praises of television. And in January, the CMO of Coca-Cola presented analytic proof that TV delivers stronger ROI than digital. With cable-cutters, cord-nevers, and Millennials’ preference for over-the-top (OTT) TV viewing, it’s easy to predict the demise of […]

2 months, 14 days ago

Brand 2020: A Manifesto In Three Acts – Act I. Crisis

THE MANIFESTO Summer is a good time for reflection. At this time of the year, many take a week or two away from the crush of meetings and deadlines to spend time with friends, family, and to dwell in the clarity beyond the grind. I spent some of this time thinking about how the work […]

3 months, 3 days ago

Introducing Forrester’s New Brand Energy Framework – Emotions Fuel Your Brand’s Energy

To most marketers, this is an age-old axiom: emotions drive brands. And emotional motivators, like pixie dust, are sprinkled by the likes of Apple, Harley, Lego, and Patagonia to create a frenzied devotion that, on a good day, can give the Star Trek fandom a run for its money. But how does one create pixie […]