1. KEY INITIATIVE Branding and Value Proposition

2. Overview: Branding and Value Proposition
Top Challenges and How Gartner Can Help
Gartner’s 2019 research agenda on branding and value propositions will help you forge a path to brand leadership with best-practice research, insight and advice based on the community knowledge of some of the best brand marketers in the world. Through a combination of primary research, case study examples, Toolkits, templates and how-to advice, Gartner will help you solve the most pressing branding, positioning and messaging challenges.
The topics we cover include:
Brand architecture: As companies bring increasingly complex offers and portfolios to market, marketing leaders struggle to structure how their brands and related messaging fit together. This research will showcase different types of brand architectures and their associated benefits.
Brand investment, measurement and governance: Many marketers still struggle to justify investment in development and management of corporate brands. This research will help you understand when brand investments are required and how to enlist executive support for a specific strategy or project.
Brand positioning, values and messaging: Marketing leaders know that capturing their customers’ imagination depends on compelling and distinctive stories, differentiated positioning, and clear and coherent messaging. This research will show you how to find your brand’s voice, value and storylines.

3. Challenges with Branding and Value Propositions1 2 3
Scaling brands while appealing to niche consumers
Justifying long-term brand investments amidst pressure for immediate results
Finding differentiation and relevance with empowered and fickle customers
Rising values such as individuality and self-expression make it harder for brands to connect authentically with unique consumer segments.
Only 57% of a brand’s unique benefits show a substantial correlation to preference, suggesting a significant relevance gap for most brands.
The costs and risks of maintaining brands continues to rise without significant earned media support.
Creating, leading and managing a successful brand, or brands, requires a substantial ongoing investment and careful sustained stewardship.
However, two-thirds of a CMO’s advertising budget goes to digital channels, largely to due to the ease of short-term measurement.
Additionally, MarTech investments now account for nearly 1/3rd of a CMO’s budget while creative labor loses ground.
Brand equity volatility is increasing at a rapid pace.
By 2020 Analysts predict that 75 of the top 100 global consumer brands will lose 20% of their brand equity due to declining brand perception and loyalty.
80% of B2B Marketers believe their brand offers a unique experience but only 8% of their customers agree.

4. Questions Your Peers Are Asking
Topics
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Key Client Issues
Brand Architecture
What kind of brand architecture should we build?  
How do we prioritize and manage brand equity across multiple brands and products?  
Brand Investment, Measurement, and Governance
How do we make the case for initial and continued brand investments?
How can the impact and performance of brand initiatives be measured?
What are best practices for brand governance?
Brand positioning, values and messaging
What examples are there of best-in-class brand-positioning and value proposition statements?  
How do we differentiate our brand and keep it relevant?  
How do we create a disruptive brand or respond to a disruptive competitor?  
How do we distill, articulate and communicate brand purpose and values?  
What are critical consumer or marketplace perspectives our brand should understand?  

5. Capabilities Support Each Stage of Your Initiatives
Diagnose Current State
Benchmark your approach to each discipline of branding using Gartner’s Brand Intelligence Framework.
Assess current brand spending levels using Gartner’s CMO Spend Survey.
Evaluate the appropriateness of additional brand investments using our Business Case for B2B Branding.
Develop Your Plan
Understand the basics of brand story telling by reading “How to Find Your Story: Understanding Positioning, Messaging and Brand Storytelling”
Discuss your brand’s current state in the market to prioritize next steps with Gartner branding experts.
Translate brand strategy into marcomm investments using Gartner’s four-step framework to “Use Brand Strategy to Guide Advertising Planning” 
Extend brand strategy across the entire customer experience learning How to Connect Brand Story and Content With Customer Experience.
Execute and Drive Change
Align your brand to rising values of key consumer segments using Gartner’s consumer outlooks.
Design a new brand and value proposition using Gartner’s Ignition Guide to a Brand Refresh.
Launch a multichannel marketing campaign using Five Steps for Event-Triggered Multichannel Marketing.
Implement digital branding best practices using Gartner’s Digital IQ benchmarks.
Track the success of your brand strategy using Gartner’s Brand Equity Measurement Model.

6. Gartner Support Organized Against Your Timeline
Activity Roadmap
Initiative
0-90 Days
Days
Branding
Benchmark: Take the Gartner CMO Spend Survey to assess current brand investments to those of your peers
Consultation: Discuss the Brand Intelligence Framework and areas of prioritization with a Gartner Executive Advisor
Document Review: Receive feedback from a Gartner Executive Advisor on any business cases or internal presentations required to proceed.
Consultation: Develop a branding strategy and prioritized plan from ideation to positioning, storytelling and execution.
Tool: Gain an overview of common techniques for refreshing a brand using our story telling frame.
Consumer Insight Review: Understand the most salient consumer values to appeal to in a refreshed brand.
Step-by-step Guidance: Execute your rebranding initiative with step by step guidance from our Ignition Guide.
Consultation: Discuss how to translate a refreshed brand into Advertising, Digital, and Experience strategies with Gartner experts.
Tool: Use our Brand Equity Measurement Model to select and track metrics.

7. Comprehensive Support Across Marketing
Advertising
Advertising Channels and Formats
Advertising Strategy
Programmatic Advertising
B2B Buyer Insights
Enterprise Customer Insights and Trends
Small Business Insights and Trends
Branding and Value Proposition
Brand Architecture
Brand Investment, Measurement, and Gov
Brand Positioning, Values, and Messaging
Content Marketing
Content Marketing Best Practices
Content Marketing Strategy
Content Marketing Operations
Consumers and Culture
Consumer Communication Channels and Buying Platforms
Cultural and Societal Shifts
Your Future Consumer
Customer Experience Leadership and Management
Customer-Centric Culture
CX Measurement and Business Benefit
CX Strategy, Organization and Governance
Demand Generation and Sales Enablement
Account-Based Marketing
Lead Management
Sales Partnership and Sales Support
Digital Commerce
Digital Commerce Performance Optimization
Benchmark Your Amazon Performance
Digital Commerce Strategy
Customer Experience Design and Execution
Customer Needs, Expectations, and Perceptions
CX Processes and Methodologies
CX Project Planning, Prioritization, and Execution
Marketing Data and Analytics
Customer Insight and Analytics
Marketing Measurement
Data Management and Analytics Technology
Marketing Technology & Emerging Trends
Critical Capabilities and Best Practices
Emerging Trends
Vendor Landscape and Selection
Multi-Channel Marketing
Multichannel Marketing Best Practices
Multichannel Marketing Strategies
Multichannel Marketing Critical Capabilities
Marketing Organization and Operations
Marketing Organization and Operations
Marketing Budget and Resource Management
Marketing Structure, Talent and Training
Marketing Operations
Agency and Service Provider Management
Mobile Marketing
Mobile Marketing Strategy
Mobile’s Role in Multichannel Marketing
Mobile Marketing Technology, Agency and Vendor Management
Search Strategy and Execution
Search Performance Benchmarks
Search Strategy
Search Management, Measurement and Optimization
Search Vendor Selection
Social Marketing
Social Marketing Strategy
Social Marketing Management, Measurement and Optimization
Social Marketing Technology, Agencies and Vendors
CMO Strategy and Innovation
Marketing Strategy and Development
Creating and Managing Disruption
Marketing and Business Innovation Acceleration
Marketing Leadership and Organizational Effectiveness
Market Insight and Analytics Management
Insight and Analytics Talent and Processes
Internal Influence
Insight and Analytics Measurement and Business Impact
Digital Performance Benchmarks
28 industry sectors