chief marketing officer (CMO)

Interruptions To The Advertising Market

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The advertising headwinds have been gathering. The $7.4B lost to bad ads. The chronic underperformance. Major firms pulling millions from media budgets. Consumers actively avoiding ads. And yet the interruptions continue. There are bright spots: great storytelling from some brands, better channel orchestration, and the pragmatic application of programmatic. Advertising fueled the remarkable rise of […]

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

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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 […]