Gartner Research

CMO Perspective: Build a Stronger Brand Identity for Multichannel Marketing

Published: 09 June 2016

ID: G00307561

Analyst(s): Don Bulmer

Summary

Branded content increasingly drives business value, requiring message coordination across multiple channels. To maximize the impact of a brand's identity and build consumer loyalty, CMOs can use the model in this research to create a strategy that unifies branded content across all channels.

Table Of Contents

Upshot

What You Need to Know

Analysis

  • A Model for Brand Identity Management
  • Brand Identity: Play to Your Strengths
  • The Five Cs of a Strong Multichannel Brand

What You Need to Do

  • Do This First
  • Priority Actions for You
  • Priority Actions for Your Team

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