Gartner Research

Navigating the Intelligent Brand Framework

Published: 22 February 2016

ID: G00289491

Analyst(s): Jake Sorofman, Andrew Frank


Gartner's Intelligent Brand Framework proposed a model for interdisciplinary thinking to guide the modern marketing organization. This research drills down into each discipline with best-practice examples and guidance on how to navigate across the framework's four quadrants.

Table Of Contents


  • Putting the Framework to Practice
    • Quadrant 1 — Observation
    • Quadrant 2 — Inspiration
    • Quadrant 3 — Automation
    • Quadrant 4 — Engagement
  • Navigating the Framework
    • Rule 1 — Over Time, Creative Organizations Are Drawn Toward Operational Modes
    • Rule 2 — When Automation Leads to Commoditization, Jump to Inspiration
    • Rule 3 — When Engagement Goes Out of Control, Jump to Observation
    • Rule 4 — Don't Be Predictable

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