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CVS Agency Decision Signals A New Era In Partner Strategies: Values Vetting

Brigitte Majewski May 6, 2019
CVS Health announced that it would not work with agencies who have tobacco or e-cigarette clients. Read our analysis of the move and why agencies should expect more companies to make these kinds of moves in the future.
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This I Tell You, Brother; You Can’t Have One Without The Other: Brand And CX Together At Long Last

Dipanjan Chatterjee October 24, 2018
“Love and marriage, love and marriage They go together like a horse and carriage This I tell you, brother You can’t have one without the other” – Frank Sinatra The New Yorker once wrote of Sinatra that “he sounds the way you would sound if you could speak the things you feel.” In my line […]
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Are You Ready For Your Next Brand Crisis?

Jim Nail September 12, 2018
You and your PR team have a detailed crisis communications plan. The problem is, it’s wrong. Crisis communication principles have lagged changing expectations of transparency and responsiveness from today’s consumer. Today’s empowered consumers, as Forrester calls them, have the devices and ability to uncover and share facts — and rumors — even as the crisis communication plan […]
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Use Text Analytics Technologies To Handle Mountains Of Unstructured Data

Boris Evelson June 14, 2018
Enterprises are sitting on mountains of unstructured data — 61% have more than 100 terabytes, and 12% have more than five petabytes! Luckily, there are mature technologies out there that can help. First, enterprise information architects should consider general-purpose text analytics platforms. These are capable of handling most, if not all, text analytics use cases, both […]
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Risk Tech, Reg Tech — All The 2018 Tech

Nick Hayes June 4, 2018
The Forrester Tech Tide™: Risk And Compliance Management, Q2 2018 We recently published our Tech Tide™ report outlining 14 key risk and compliance technologies to track in 2018. One of the challenging parts of this research is setting the right scope. We found risk and compliance technology everywhere, covering every industry, region, and niche use case. […]
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Apple’s Brand Playbook Unlocked

Dipanjan Chatterjee April 9, 2018
Do you want to be like Apple? In 2010, Apple ranked as the 17th most valuable brand in the world. Just three years later, it had garnered the top spot and has remained there. Since 2010, Apple’s brand value has increased at a compound annual growth rate of 36%, while the entire “brandscape” has grown […]
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Consumer Marketing 2018: Build Emotion-Powered Brands With Dipanjan Chatterjee

Dipanjan Chatterjee March 19, 2018
WHAT DO EMOTIONS HAVE TO DO WITH BRANDING STRATEGY?   I sat as a silent observer at an internal marketing workshop of a multi-billion-dollar consumer brand. They spoke for three hours about being customer-obsessed. They never spoke about the customer. That’s the old way of marketing. As a profession, we’ve talked the talk about customer […]
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The Power Of Our Brand Energy Framework, Now In Your Hands

Dipanjan Chatterjee December 4, 2017
A FOND FAREWELL TO BRAND MANAGEMENT (AS WE KNEW IT) It is apparent to marketers who’ve chosen to look with a critical eye that the old-school, text book, command-and-control branding is headed the way of the dodo bird. The idea of managers controlling brand is not just quaintly archaic, it is thoroughly ineffective. In the Age […]
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Three Emotional Territories That Winning Brands Get Right

Dipanjan Chatterjee November 6, 2017
Sell, Sell, Sell? Up-selling and cross-selling are extremely popular activities to boost profit margins. In my many years of consulting with financial services organizations, I have seen various shades of getting customers to buy up and buy into an assortment of product lines because a multi-product customer is vastly more profitable than one who subscribes […]
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Brand 2020: Act 2. Soul-Searching

Dipanjan Chatterjee August 14, 2017
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 […]
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Netflix Hack: Key Lessons In The Economics Of Ransomware And Managing Third-Party Risk

Renee Murphy May 2, 2017
Netflix recently experienced a third-party breach. The data lost is Season 5 of Orange is the New Black, which is original Netflix content. Many are calling it the largest entertainment industry hack since Sony. I guess that is right, but how bad is it really? First, here is what happened. Netflix transferred season five to […]
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Forrester’s Security & Risk Research Spotlight – Governance, Risk And Compliance

Stephanie Balaouras May 23, 2016
Crises don’t discriminate. Whether they are economic, geopolitical, technological or environmental, you can expect to have to deal with a major one soon. And how well you minimize the impact of that crisis is the difference between achieving your business objectives, and completely missing them, disappointing your customers, employees, partners, and shareholders in the process. […]
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How To Go From Dinosaur To Eagle – Or Risk Being The CISO That Got Hit By The Comet

Peter Cerrato July 9, 2015
Peter Cerrato is a principal consultant for Forrester's Business Technology consulting practice.   A very strange and sudden thing happened 66 million years ago. A comet crashing into the Mexican Yucatan peninsula near Chicxulub put an end to the long reign of the dinosaurs. But not so fast. We now know that some of those […]
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Brand Resilience: Risk Pros’ Key Role In Protecting Company Reputation

Nick Hayes April 7, 2015
Risk professionals aren’t prepared for the age of the customer. Empowered consumers and changing market dynamics are upending longstanding business models and lines of operation, but risk professionals largely stand pat, and continue to neglect risks related to their organizations’ most critical asset – company reputation. Yesterday we published a report on "Brand Resilience" that will […]
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Protect Your Brand Today Through Comprehensive Risk Intelligence

Nick Hayes July 21, 2014
We all know that securing your perimeter and your internal assets only gets you so far today. The crux of the issue is that your brand, and potential threats to it, are now often external and out of your direct area of control. The number of places and channels online where your brand appears and […]
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1990s Digital Brands Outrank Social Media Brands In Forrester’s TRUE Brand Rankings

Forrester February 13, 2014
Despite a recent lackluster earnings call, there’s a bright spot on the horizon for Yahoo CEO Marissa Mayer. Forrester’s latest TRUE brand compass research shows a reservoir of consumer goodwill for the struggling brand.  In August 2013, Forrester conducted Consumer Technographics® research with 4,551 US online adults to uncover the drivers of a successful 21st-century […]
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Will Social Listening Supplant Brand Health Tracking?

Forrester September 3, 2013
Marketers have long relied on brand health trackers to take the consumer pulse of their brand– to measure brand awareness, consideration and purchase intent. But with so many customers’ opinions now readily available through social chatter, are these entrenched and expensive budget line items still necessary?     Not so fast.  Today’s brand measurement world […]
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Trust, Not Buzz, Builds A Strong 21st Century Brand

Forrester July 15, 2013
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 […]
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Trust Me, Take Small Steps To Build Brand Trust

Forrester April 15, 2013
I’m currently quite taken with the new Fox TV series The Americans, which features a chameleon-like Matthew Rhys and a kick-ass Keri Russell as deep-undercover KGB spies. They live an apparently normal family life in 1980s suburban cold war America, while unbeknownst to their two American-born children, they conduct brutal covert operations for mother Russia. […]
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Introducing Forrester’s CMO And Marketing Leadership Online Community

Forrester February 1, 2011
Hot on the heels of our new blog platform, Forrester has launched The Forrester Community For CMO & Marketing Leadership Professionals focused on the key business challenges that senior marketer professionals face every day. The community is a place for marketing executives to exchange ideas, opinions, and real-world solutions with each other. Forrester analysts will […]
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