REQUIRED READING POST

Creating communities of consumers around your brand and a community-first culture in your company, will transform loyalty programs into authentic relationships with your customers. And changing consumer needs will force brands to adapt as power dynamics evolve.

Accenture Song research showed that in an unstable world, core consumer buying habits are affected by constant catastrophic crises. One result is the ‘Great Cancellation’ as consumers cut-back in the cost-of-living crisis; and another is their need to feel part of something meaningful – providing brands with an opportunity to provide some stability to consumers through creating communities for them to feel belonging.

The brand benefit, reports Accenture Song, is to grow your customer base by building communities to connect directly with customers, co-creating new products and services that are based on their choices. “In an unstable world, people seek out places where they feel they belong. As a result, next-gen brands will be built as communities first, reshaping loyalty and brand participation.”

CMO Council has been exploring the evolution of branding and consumer analytics for two decades. The rich repository of research reports, innovation, curated case studies, thought leadership and programs provides a global industry archive of intellectual property unrivalled in the marketing sector for brands.

Strategic Interest Groups

The Strategic Interest Groups (SIGs) are CMO Council collaborations and partnerships to create centers of excellence to deep dive into industry intelligence for marketing leaders.

• The Brand Intelligence Center: On social media and elsewhere, brand marketers are in a pitched battle for share-of-voice and to ride a rise in demand. Data gleaned from social media campaigns, including dark ads, shed light on what’s happening today and what’s trending tomorrow, while AI extracts actionable insights that brand marketers can take to produce immediate results.
• Brand Inspiration Center: A partnership of the CMO Council and the Association For Print Technologies — a knowledge base of 13,000 suppliers dedicated to increasing the performance and effectiveness of the marketing demand chain.
• Geo Branding Center: The GeoBranding center explores the world of marketing through the lens of individual countries and cultures. Through the exploration of topics such as economic development and its impact on tourism; the branding of places of origin as it relates to the promotion of individual products, global events that draw diverse crowds from around the world, and the impacts and ramifications of travel restrictions, trends and cultural shifts.
• Customer Experience Board: The Customer Experience Board is addressing the critical need for communications service providers to optimize customer experience and heighten retention in a highly convergent, competitive, and demanding customer market.
• CauseTech: A global community of innovators come together to solve the world’s most pressing challenges. Members of our community contribute their technologies, ideas, and innovations towards UNICEF-directed challenges through our ideation platform.

MORE: Strategic Interest Groups

Reports

• Bridging the Gap for Comms and Marketing - Building Cohesion in the Age of Customer Disruption: Digital media now singularly impacts buying decisions and how consumers feel about brands, only amplifying the importance of consistent messaging across media channels and especially with earned media. Yet too many brands are dissatisfied with their earned media performance due largely to problems arising from misalignment between marketing and comms. DOWNLOAD: Become a member to download
• National Brands Kickstart Local Demand: When local businesses stumble, a national brand’s revenue tumbles. A third of national marketers say 40% or more of their company’s revenue comes from local business partners, yet less than 30% of small businesses have fully recovered. This study by the Chief Marketing Officer Council, in partnership with BrandMuscle, takes a close look at what it takes to get local businesses up to speed. DOWNLOAD FREE
• Embrace Meaningful Personalization to Maximize Growth: Consumers want to be heard, understood and respected.  They don’t care about your customer experience — they want meaningful, personalized, human experiences. In this report, from our partners at Deloitte Digital, learn how savvy CMOs and CXOs are building durable business advantages and increased customer loyalty through experience personalization. DOWNLOAD FREE

MORE: A Purpose-led Approach to Business

Webinars

• How Brands Use Creative Intelligence to Unleash their Social Advertising & Content Performance: A deep dive into the strategic role that creative intelligence plays in today’s advertising landscape. If there is one thing we know for sure, it’s that data-driven insights help creative teams quickly and successfully develop and adapt their content and campaigns, resulting in better engagement, conversions, and return on ad spend. WATCH ON DEMAND
• Fueling Brand Innovation Through Competitive Social Advertising Intelligence: How can you find the innovation spark that fuels challenger brands to transform your brand? What if there was an easy way to tap into the source of that innovation? A way to see beyond yourself and gain actionable media and analytics insights that decode disruptive brands' social strategies to fuel your own enterprise brand innovation -- your own shortcut to greatness? WATCH ON DEMAND

MORE excellent evergreen content from the CMO Council’s previous publication, Peer Sphere. READ HERE