1. Tracy Stokes, Principal Analyst Roxana Strohmenger, Analyst
Webinar Navigate Your Brand’s Course With The TRUE Brand Compass To Win Consumer Mindshare
Tracy Stokes, Principal Analyst
Roxana Strohmenger, Analyst
July 29, Call in at 10:55 a.m. Eastern time
#ForrTRUEBrand

2. What do John Cena and George Takei have in common?
Image source: Business Wire ( and (

3. Consumers demand more from brands.
Agenda
Consumers demand more from brands.
Introducing the TRUE brand compass framework
Applying the TRUE brand compass framework
#ForrTRUEBrand

4. Consumers demand more from brands.
Agenda
Consumers demand more from brands.
Introducing the TRUE brand compass framework
Applying the TRUE brand compass framework
#ForrTRUEBrand

5. Marketers require new metrics that capture brand resonance.
Image source: Samfélagsmiðlar (
Marketers require new metrics that capture brand resonance.

6. There are three success metrics for securing brand resonance

7. Four dimensions significantly impact brand resonance
Trusted
Remarkable
Unmistakable
Essential

8. Trusted brands Create an emotional connection with consumers
#ForrTRUEBrand

9. Trust has the highest correlation with brand performance metrics
Brand resonance
Brand preference
Willingness to pay a premium price
Brand recommendation
Base: 4,575 US online adults (ages 18 to 88); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

10. Remarkable brands
Capture consumer attention
#ForrTRUEBrand

11. Being remarkable acts as a magnifier to other dimensions
Brand resonance
Brand preference
Willingness to pay a premium price
Brand recommendation
Base: 4,575 US online adults (ages 18 to 88); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

12. Unmistakable brands
Create unique consumer experiences
#ForrTRUEBrand

13. Being unmistakable enhances brand resonance
Brand preference
Willingness to pay a premium price
Brand recommendation
Base: 4,575 US online adults (ages 18 to 88); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

14. Essential brands
Are integrated into consumers’ lives
#ForrTRUEBrand

15. Being essential drives preference and premium pricing
Brand resonance
Brand preference
Willingness to pay a premium price
Brand recommendation
Base: 4,575 US online adults (ages 18 to 88): Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

16. Consumers demand more from brands.
Agenda
Consumers demand more from brands.
Introducing the TRUE brand compass framework
Applying the TRUE brand compass framework
#ForrTRUEBrand

17. Forrester’s TRUE brand compass guides your brand building journey
Image source: NorCal Survival (

18. TRUE brand compass #ForrTRUEBrand
Source: July 8, 2013, “Navigate To A 21st Century Brand With The TRUE Brand Compass” Forrester report
#ForrTRUEBrand

19. The TRUE brand compass ranking reveals a brand’s overall resonance
Source: July 8, 2013, “Navigate To A 21st Century Brand With The TRUE Brand Compass” Forrester report

20. The higher the ranking, the stronger the brand performs on key metrics
Source: July 8, 2013, “Navigate To A 21st Century Brand With The TRUE Brand Compass” Forrester report

21. TRUE brand compass scorecard shows progress along the TRUE dimensions
Source: July 8, 2013, “Navigate To A 21st Century Brand With The TRUE Brand Compass” Forrester report

22. TRUE brand compass scorecard shows marketers where to focus their efforts
Source: July 8, 2013, “Navigate To A 21st Century Brand With The TRUE Brand Compass” Forrester report

23. And the TRUE brand compass scorecard can show how your competitors are doing
Source: July 8, 2013, “Navigate To A 21st Century Brand With The TRUE Brand Compass” Forrester report

24. Consumers demand more from brands.
Agenda
Consumers demand more from brands.
Introducing the TRUE brand compass framework
Applying the TRUE brand compass framework
#ForrTRUEBrand

25. Food and beverage
Image source: Falcon Lake Meat and Grocery (

27. Consumer research proves that trust drives food and beverage brand resonance.

28. Trust drives food and beverage brand referral, preference, and resonance
0.82
0.80
0.72
0.84
Base: 4,575 US online adults (ages 18 to 88); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

29. Being essential drives food and beverage brand preference and pricing power
0.70
0.73
0.72
0.77
Base: 4,575 US online adults (ages 18 to 88); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

30. Familiar food brands have the highest TRUE brand ranking
Source: North American Technographics® TRUE Brand Compass Online Survey, Q and July 15, 2013, “Food And Beverage Brands Must Be Trusted And Essential” Forrester report

31. Old-guard food brands are more trusted than upstart brands
Base: 4,575 US online adults (18+); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

32. Gatorade is on track to become a TRUE brand leader.
Image source: Dieline Media (
Gatorade is on track to become a TRUE brand leader.

33. Gatorade “enables athletes to always perform at their peak”
Image source: YouTube ( and Gatorade (

34. Gatorade performs well on all dimensions of the TRUE brand compass scorecard
Base: 4,575 US online adults (18+): Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

35. Gatorade beats out Coke to win top honors with young men
Base: men 18 to 29; Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

36. Gatorade has strong brand performance on key brand drivers
Provides a consistent experience every time I use the brand
Has products/services that consistently deliver on their promises
Has the highest-quality product/offering
Has products/offerings that meet my needs
Base: 4,575 US online adults (18+); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

37. Health and beauty
Image source: (

39. Consumer research proves that trust drives health and beauty brand resonance.

40. Trust drives health and beauty brand referral, preference, and resonance
0.81
0.77
0.73
0.82
Base: 4,575 US online adults (ages 18 to 88); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

41. Being essential drives pricing power
0.68
0.72
0.71
0.75
Base: 4,575 US online adults (ages 18 to 88); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

42. Health and beauty leaders win the highest TRUE brand ranking
Source: North American Technographics® TRUE Brand Compass Online Survey, Q and July 15, 2013, “Trust, Not Buzz, Builds Health And Beauty Brand Resonance” Forrester report

43. Old-guard health and beauty brands are more trusted than upstart brands
Base: 4, 575 US online adults (ages 18 to 88); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

44. Dove is a leading brand.
Image source: It’s Kat (

45. Dove’s “Campaign For Real Beauty” builds trust.
Image source: The Huffington Post UK (

46. Dove has a strong trust score on the TRUE brand compass scorecard
Base: 4,575 US online adults (18+); Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

47. Dove has a strong brand performance on key drivers
Provides a consistent experience every time I use the brand
Has products/services that consistently deliver on their promises
Has the highest-quality product/offering
Has products/offerings that meet my needs
Has good information online about the brand and its offerings
Source: North American Technographics® TRUE Brand Compass Online Survey, Q1 2013

48. CPG brands must build trust, not buzz.
Image source: DailyPix (

49. CPG brands must first build a foundation of trust to build a TRUE brand
Source: July 15, 2013, “Trust, Not Buzz, Builds Health And Beauty Brand Resonance” Forrester report
#ForrTRUEBrand

50. Recommendations
Prioritize the dimensions on which you need to focus your efforts.
Align your brand MAP to bolster weak dimensions.
Monitor progress, but be patient.
#ForrTRUEBrand

51. How Forrester can help
Assess your brand and your competitors’ brands. How do you and your competitors stack up in brand resonance and TRUE brand ranking?
Determine which levers your brand needs to pull to strengthen your TRUE dimensions and your overall brand resonance.
Create a road map to develop your brand’s North Star and how it comes to life in your messages, actions/experiences, and products (MAP).
Assess your organization’s brand building maturity.
#ForrTRUEBrand

52. 2013 planned brand compass surveysQ2
Retail
Financial services Q3
Media
Consumer electronics Q4
Healthcare
Insurance

53. ?
Questions

54. Tracy Stokes
Roxana Strohmenger
#ForrTRUEBrand