Much has been written about the evolution of marketing in the age of the consumer and how brands need to adjust to the new environment. Brand measurement, too, needs a new focus and, according to “Emotions Fuel Your Brand Energy”, a recent report from market research firm Forrester, brand energy should be at the core of measurement. Forrester’s brand energy framework is a new way of measuring brand power. According to the report, brand energy is “the power behind a brand that translates into consumer action when consumers buy your products and services, advocate your brand to others or share it socially”. Emotion, says the report, is responsible for more than half of a brand’s energy. The report says that the traditional model of top-down branding is no longer relevant to today’s consumer: the very act of pushing down advertising to create awareness and drive sales stopped working once consumers became active participants in the brand conversation. Today, emotion is the greatest pre...

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