Brand fragmentation: how to avoid it

Ryan Skinner
Senior Analyst @Forrester

The modern consumer is a multi-channel one and marketers are feeling the backlash of that.

As a matter of fact, if people move from channel to channel the brand must be there too, in order to be found.

This implies a big risk, as Unilever's CMO Keith Weed says: brand fragmentation.

"You see in different places the brand isn't quite the brand, and that is a real challenge for marketers. How do you create the power of a brand, the consistency, and integration across all these different voices?"

If you don't know how to solve the problem, you end up with frustrated marketing teams that work badly and, even worse, you risk offering a bad customer experience. People, in fact, will navigate through the channels of the brand receiving opposing information and sensations: a schizophrenic image that does not reflect the true brand identity.

But solutions do exist.

What is needed is an organizational shift: moving the focus from communication channels and campaigns to customers and content. This change is at the heart of what Forrester calls customer-obsessed marketing. It isn't an option, but the way to stay in the market. Content Intelligence is the tool that supports this transformation.

We talk about it in this webinar, together with other topics:

  • Why and how content chaos impacts on businesses.
  • How customer-obsessed principles help organizing and governing content.
  • The crucial role of Content Intelligence in marketing.