The Forrester Consulting Thought Leadership Paper commissioned by Qualtrics in October 2020 explores the state of brand experience management. The report highlights the critical importance of brand experience, but also notes that it is not widely understood. The authors argue that customer and brand experience must be aligned, but are not interchangeable. The report also discusses how brand experience management can help brands overcome critical challenges and create a mature BXM practice. The key recommendations include aligning customer and brand experience, creating a centralized brand experience team, and using data to drive decision-making. The report is written by Rachel Linthwaite, a senior market impact consultant, and is part of Forrester’s CMO research group.
