Advertising
June 25, 2014
Include the consumer in the ecosystem to develop strategies
By Jen King
NEW YORK – Many brands lack a clear strategy that targets a defined demographic, said a principal analyst June 24 at Forrester’s Forum for Customer Experience Professionals East: “Why Good Is Not Good Enough.”
{"ct":"mXW+uqKCGnFNR8w36pqGDAGYgFSKDuDetunHFkyCVxnNxzhyJe3+\/jesdAR3CoJsvP3mMp22oO7eGDuJgxh1k5uo5Cs2sp9H42UGkJuo+mjQy3edSoO9YcmPHUnn866s5FrjW8N9rO4YkrhAd7GC\/nO7xjCTvRB1N5dzWt8x7DNYb1sLNKboRE0D4uNMvw4zQ5IGdawxmWO2r1GOkOyzbtFoa61LHh1vQ8KEaPcGr1X\/URT2w2y\/h4zaYbI3t\/9H8XYcpDRHWQdMvMKyJRJ86rptajZqtleEl0HUcMAOmQTGjYvvcGqeq3cQPCgzP8bKvLLMtpXR5tMPaxPfUmgWMslRbGE3JimpmnbpFRf9CAgb9EuELyrKzwLOEkGhSqTfWgeccJ5sNAsKNKVOonlcD4d\/f2f1DRu6O6NUThh22E0RyMcOUcs\/\/04+cAjWyVGl2aJWbve+qmx\/9m1LcNkGdCy5OEdpGYrQP1XJucvxj+q7fuFjkbuMxpONuiggQtmAQY1d\/xJtHIzmQilo4b5kihWmsHP1vIwwIskjxGZgE94s13Rrci+w8srkyh+eE6S1WYjj4tNmdg3\/j5uWzUU4MAzkxhldk721vdJrVRO8N6B1sn6iOa3hh\/UHcSzD+S0Z7N3l\/+QjY\/XRQlKW4LqVlTy6ctH7scJTk97Yvl6KG00WODtSXMH+6yI+GQFlUm\/HenrfBWwLd3PdhEFIj59yZfCucckKYZtcOHp6A5P+0WAqiP3Ym1VarjTiCkyHDMlabJdCaNIV1WNS8fx4DVCei\/TaOPBz80tPblxVx21yG4m0ONqMVQJpNzDTY0NEo\/15lWgr+aYPHIys7iEMP\/IFhN2amufNK1W+LDLLZrmE+YxGzL8x\/phdulEElkKK1jvD5MsyPPWaGjI4OTttcFvHmJY9DeemUfPch7rz49JihGGKIaKYN9z5+c6jNlM1csJaJu47Zci9oapVYg7fhFxrzpyyZX1bt8wY+iXPoh5jhQ0X7fCEUF0TIiulaYXwhDCku0judB6NY0wCceKSB32BLclCXjKA1O41FOeDjFAJ+G1khhy5Zxyvar5jAhoMeUNg6i7DiXdtK9aT6VTsM6+k1vG0AAMSmFFAm2ZOacjskhktcyVoU0X8zpNZaz0Dxuv+tJHVaXq3vx9XuKzOBtpl9Jc0TvwoiA3c+GKLye2sdxX62jGjExwgL3QDC+VcgVUfOkcKee1PRQg0m0gMNV6di82faCZiW6HJuB0MDDU9G0v5eTto6XC0bjrfE3OcyWIsZfM00nKFo1PxhEWpNGHG6JIWmVHCDw3yLVAPECT4aFO8RDIhtI3PdCJVk5IZDlhoCNeKTYMnA\/R\/OCKnm3Tt1tCaPQiCKT8KvCJR40s18L8zrvOcEh6VtHq0VtS4gGeUmnJwi4NMayDZkMpSszom6OMH5cK7cq6qARAgUFQVZJwJBw\/\/wvDxhS3TPDbclgvhtRlR\/Gx5CleSW9zraLaIU0qcIVCzbb6DSRvpGlypcwJkn1LSeJle+EQyZrb8AMs\/Ywgc4raDon9yHMMmj0PmwyNZGZZQh3JrFnXcO4LgoUb9N7BYEYt\/W7Voq8b5gBpWXArpdFvmnOljHQvika8WQ\/21Slc+UMOHoAL7ZqJKwD2c4a8X5Ywa5CYePm81T2GevGChe+h0cbKiLZwpPtzJVRwNDMhlgvIDl3Rvg2+OPtxRiKf+9D4\/2VpInG68dsMN\/RtHMOhoHS26GCJh9nG2xjDKpI1d4M0B0E1wSwJddTMguwlndo3ys02voD0O1eJaHyEZGQfqJKr3WuLCP9LyrHS9wevIchlGfqEcoRvR\/Bcas+DfUXlIC1TcoA6vZ2YLhrXD7C2eJDx\/AsORMGJ0ezPXmavObkh1c0IZL4BBu2wmvrLc+MTGECDGF33g2BVyEkjozqGdzI0nWpu6vq\/v23UcbaqTpjhCPLMEPlUoZ9bNGpcgEc9PQyEI+KbG374kYga9Kp79G4QGjsSh\/xXqOg1TuiBhYsbdhjCkgjSBpyyDqqHxQkti949iTGzw4KG4fEt1V7SbrRjHNLUn+gdmreYClobO5EOXOZEknNgCCiECPS0sfQr0bjyScxJqLQwuxSGjAvXXBpx\/yh8DUuKXUgvxnQoFK3CiIKvk8cgCVhPS4uhJcufYQtL+HtqSUb7HasDxZy4e0m4uWxODP1+UTku5+kn7cG\/PZ6FDg8FvKLmLlSxcXTFA+CQd1+7JTNdmTHaX0HisSJqqbqPQX4PVJ7QHKKKfOs0uWD\/+GFwTl\/ErKLdJ5WsukKkjCFwvLAgc9MzwFN+YVfYyUdMH5IOk60Je\/W1V2PnuwMoiZhf97HgA6wzERJj8e3YL35wulu532Jxjz\/USaah4gpHn0D0nlFkx5s5hYbwUrhANAc7P57I5gHudyWKkWnD6cZn3wxApwE1k42xdgVrwspyVaw+AfMlJv9sAtqaHJp\/QS\/fiMbKA5GKw+Jd1QGD0+CTvv5aZcCxN\/i57gu1IJ4j2SRt9+0vc7pQewZ2DBnJt8nqUzpI0gWZJgoaCUK\/rh5VHPId+P8DwrRJI3VzJyt+k2QURrHejKnfVkyXUGseC0D8iz4JeJW9ccy1VyZJu\/s0Ruc+y0SKcXSiyf73eRBrmyVxBi1D\/RFtaZs3+D25e\/gHnJeIYxcPuHwi9uWenOIgwxrn+sxA5mtyddXcnbZ1ee\/Tp29mWd7TgTqlnjcIL6msybE04DfTJE8A43u4ctFZHe\/cnpRq7UA623BP+\/gU+g2m5rXFZI+fwbDZymUEiq5FNzUpwO0DUYbnwUcRJMoFGcwetX6U0b74+qFD01mLD\/9LrDsJcd9hG4Kf+28WS18vrGyplIWTqcxR2e8TAWJ7USeHHLIPkb8Vq79ZIGUPKGzv\/fSw8aIXbfLqf19td2o810DA2bTPPYt7axiZpm2wN4rGw+7VQy8\/MowEBYdXkQc3U4BFojBu+9+56V4jgt153pUaT4YCn7wJ7p8BIWCduGl\/55GPkiJyb4VSB8BReK7jx\/mIP0QdbD6BjIj+t+qgjifDHRp6HZmqgg9HRjwEIJWB4YMR2\/I4oo0X9LZ\/KPygxG+mgQ\/7X0blT+RNJCoUkjP3pppj6l3idn9InpqGhtG8qn8w4WBlHGCTWMVdT1u6B4SUcn7gnvMdqVYeTtBxv+0uBJNkEn6hxRjeYXyY4qN9BlQyFlyWc21GqnfeCluNu0UeQOMBTGojEdLw8z2E50GVRDVVZMA1ruL1yDiKfYn6IFPyw0pVpwgeBRWazNlOb+D6pQNwgwBSzN4uPE6edRAZqLBsIa908wa4BUzPLYPmIQfRhP+Cp4WCBP4hd1wH4oQZMLKfczOqi5u8LczcSKp8Sq0ISW9MRZ2IG\/iYFgtPX4V+boBManCiwePTQEibAdI6qIkew7zx87ukNGdzCEY5PRpINT3w3DFncgaDCenXn3SYEAM8f2in+wLS2JPXfHHC\/w++6Kt6jghzcN\/ztPql1V\/Fyac+MWlTx3TaVZMkcu7HwjmF2ipyKUDjHyVU54gv1BHvEPiN6ukqIvJM8icFtmly3AIiZzNuEN1NLMYhGrKyaoLkMAVGACuPZZkUgqxt0wduwXvGhrfNDo4nsVNAa+arYAG58xRn7X9LBHNW2al3qz37WWhBAqeytiWLKTde4StrehjrfBLqkRAi8QxNHyHYYE0ud1oYVpl7q6+rklAz+m+hbbm0k0vlXqSsIjbc9QCWsq\/kU7WGU7q+oFN3f4yBLaovnmcLvC36aNMK4HHUNQzkw6iDLHBj1lU32a5hKQLBW+pka71MUr0mGes0usiOjUGjiY9xzLIrd00ntIGXrlSeX\/ZYb6Jn0O3vOMrygfzkhEXYi0sSE95U7cSpZ06qE7v6v3iFi1YlRUN3y3dzT3EmPjncxniIj7JD7KnYCMHISpZpnNvDCseyp3AFKLLtHvN1Vx4MBm3aTM2rdUXqrtOKKS1VJlSFEvBPH7FPMteiNOPvTqfFGl+\/vUxE9Qmg2cDQm8aKzK3uBtXxbpr93uVUQpXh8aD1F7U7SHQmqmr1ONmCR9lNq9Zm\/d\/ft8i3W5vN59pXfG7P\/e4MQVLe5P1wGiF1TdeFwXi6eSMXk6YRVy1If56o46neYNtRBER57B+k2GBRUgqjspRpxtGQLuSDEJ9vICK7uphDIHD+nBVFRYc9JBYGHn02Gt8wjCqr+S89Ipxr8umyqmLy0j4XJ8bx7Xr7GcFrzuA9FhK2e+vEobU3apZBpJdlCym+QQ059oGCtBWPQVXxWc3E5HhDVZZ7z0DX+HmzelMNBWgIUflTYc4QGWxx6sHTpfQTYrJOBqT1n8lPi\/qygPQov1de+suCUnrHbiDJQiCY22LtjYpZm2VnIxINkmygPwIn\/Bdpnp23jJfKC0RUKPaLbLZAspE35spUkI9pBS5SpK\/2BYSLe1MY4pBzKgyJ8EnOialIViWQXoEMogbS1FEGt0BoCeQn8d5fIGyK7AAFIsS37G27eidt+RyRPA4gpZQ63j4ZJslSpWWM\/wX3bq3\/vHRi2vwNsmnLyvhqAYwfJEp1TzLGgN0cU\/1Zo99bZdPLeph32B9Pcc\/z3wpvlseeDCkcEcmlCo3pNM\/IMd\/\/5Y+gSCD0xDyOdzIXCr2tWWzYxTQHeHQog3xnOIUH4ADqUrIHfZUtzxrCnHqoYCH2MNegLaTE5O9VnFo65PYhZ98SmYcU4xGKhRjlDA0zcUiCy8F4Qsgr5dakBmK80SYktjPKCntNl6AvBONQamhkoB7e6\/wo8aNSEYfnWSZvJY+EFmfxxtRqb9vLQI+\/bj5RnQyDwex\/2OiRluLXC2tTbeZ5A\/IW1F82wc8Rh5vZWJ8\/nMhBQ+pitnKOZI8UQR\/Ba+iHi9a0df+XZ4Yvz+83FRNT35HPk2AjS8eq+ROU6jAldeSBIXDZbk+FhrT+D74UmGPA6t2vBoiq4O7utpy8ovtHPNE8\/XkyIXkep2NVQfwMYi8zV8u3Uu6DHcg+fHkiZjeJf87Ur29bepBGRO00i\/p9NR3\/92oYD04qECa4vAmRh1nkuo0O0W6YVCJQrw+BTEeZHiyR6PpKZmArt9yDG+jIR+E8Ml+8WLidVkiKWJ7y01xV\/9ihkna6EC84tQ96Esi+RX4e29OfoID2bIWu1+Voxn+5RxbH5J5LzMZjXHEdeJwnE5Go3B5G71eMjw3PpXh9novW9oSMLgLlzv3U0klHylY4T0ofGxmEg6UAlYckvwpRPIx\/d0DH+Z9znKCqM2FUudaWxnEO4G0ysUoeuL8sL95sKYCFUpxRWcolSbsxipWh0DBhRQpynWuiU5VQ4UJot\/aVql7jJF+Ib9hrUHr+FW6Ql7+JMMfbYAVEdqDOryNjc7jRmgtPCUR03Ct5SNc49YKDaB7HAu1Xv+RjcQbA0MnYg\/twP4dNRoPojld9nWhlQMrC3QYM+V5lPQ+t\/LyCvpRG6e\/oMixwqD8puuU0mNcSVFCKP\/iJygnW+D8m5vH6sj44JFMppUu4TCrThsrZeYoqaIancojp8DzBenKIVcnacX7wdWUuzYPdu6SthBlQGnTXR1ClyRsuWVkAOcin271ialyvQUfCaNMRO82JVbIA3EdFZkuHhB7++5MaLjhzSvfzmS1vAsPOofigtbtr4hcPEMBBkbZSSzCGaTk+5RkoRwE6jXaI7VENNk5vzJ283j8+0Kq64OymelxrOEbmloWlsad\/0nNGItOVeZx\/O6bbyRKP+j2JkVbyF0kufYW\/IsAxEqHtw+uWG7208rhtNfO07tuQreKd6YCwx+vNo32OzKKSAyuJHx9Z2iPCzeYcws0oJhAHAKEmNptASDimJTcxgQOC1DbgbQeRdbMaAgt8bS6lBIzocepe6ltx32e8mK\/bTq1xuGO8L7kVY+fXOOjFehrA8ZuFP1KxC3Ii5Vq3Eg2T5iOljnXErHjVfSMXq7gXsy2bAy2a81n\/LHLwyKBBz59VzEPCLDx0OIQKASRZRJ+QRFWPBP2lYQBAJkU08eLrMfuFPs2iM2ELxprM5owKXpTvlnm8OkFLAtdzE\/fbvi+2KBrJ3lVPQQcP9z8n4GP9uDnrf6elowFDn4dpLF825qHdtRtFYURmRiNSwq0Yf8K4j0cLxUW27nd355NM5V2P8xWTHzscDERbsrfpk9RsiAthUD5S9sV020gaFvurUT4TEvqbyT8S+RCfDeZznpriikHFO57ZoANetzW9P9h6lHJJdQw44NHMXlZpYYy8t9XGwCtJrfh2wncL9ROLA9b7YrrfXEUKKCOg6BqNVwTUWIxBK2zS14K6qmJorsp+POPSHxMYPD5mKjZjcj1r98FYkKbZ1ktQJkklCFgFt0CUpezLQVeIz\/dzjVI4q0+KAeVrKFSnPcCpNyfxmb0EKm8w1+QC+O8V61Ig6jdZzeskSIM1AEObY0IBpVv3JXVy3s1aSITywdadu8JDHOkntxBlmI0vcKhnA1e93MBXd+Ey13\/ZbDv8dLaLmDlKAkias\/4v\/7WWlCaJyO9dMh9cGeT94JtDlY9OrGK7hdEIhlnrKrbtzTkThM7vEbA3oOK50FFSYxWMKSokDAMNdW4Iy4VGZP3M2soIlVk8k534V9X5w05mf7m7Y8EyksY0OC1QvdltW8kigydy6Ifz7cat9Y0FsGMo7Wv8MbG9Fle17+KGggQ+MwDmusnaAC9loJTbIg+Nl8ELdSD8Gt4oglQ7QpAOzC57F0NEVJMBgQtZQeHElK3eqNJyA7bS0leQYM+n9+LBms1ZaHi6iwrpktF+ZtA75rTRhVL358agq051A+V6t1zWSKLiIFmA\/7hKM0T83S838o+Njc8uexAGSqm6klamz2TC5hVGzI6Anl0LwPtxv3Na2Clk8oRY6K6+cR2tQalzRBqEDr1GQpthp5r1sHdlTb8ZX9Vmlm5eICniWSdHpu9iuRYYxFxe4pyTYP3V0Z9PoZoxCP0XJEemelPqUf24uIiNzAM2L5BPOcJX27+gyRcUjgZ1NRIK1wM1V4zuDpH8dBVCEePChJszmOjv7eD7etDB0UDUoGFFZcX5knw\/UiDafKpqBZjgn719E4p32BvBYQhvn6Skleo86xk\/8DhuGR+cFc1aNancNhbw7CzL7VA5vJbZgac19+FyusqI6xp1hHQVBcTnAGYgXB3CfxOXR9dNfQJeQbW+YDvfMi0ibYAdOAjjmxFZ6\/Dyf0mPRa\/o2ZjUWdSJ+MVUpIV7m9nk9fV7pUi4sos1fqfNyirucmTDg6a32WCMtFRGZ53JRJxuSAhFrkattbDTTQ\/NbUJlnlox2LEVF4lxN4IaPOJ8NseZflbXGfGtvIjll9MIZBACwnR\/OopYRcV+gXTalHp5zwz0BNaErFuLbhXvIjwH22tkxvSp1bGkqbTrerchoTbyIkrIUaD+JsE7tocO0EiIUJaKvll\/0dfYlk6K6hqHSC6Ki5oLOm2NosBcPt9CKDhdbqB8tRHWkMwUY85trutJr5wpK8xoKLxEnVMRbjF1x+ZYdlABCxV15AfaOflTbA+rC8Ow9CCap7nr5p1VGYX1OBrM3QxDa1kvRep021GGeds729A3T9oYKAJwe93+kGor2B+dZSfO9kPATEPGmnhmEFSFO521+yvKrZc6F2ys11xAq4eY5feC7MMrUpSMekqM45tX9Qr60t4rSYHioA7WLGPX77wTrGcjmx\/rgYh4iPHVOPmZGc87gsX+UITUFc3CF3btkMNo5TSHxDpHgnP5vZCjd1mUjW9VtdUvZxi0KM5CBaa7gLrBd3KLLLVPFEIQLne6Q0baweiLavPPk5+6\/KCaNRiYSL6wT1PG0RJna\/nuYyo3yHqWF+RU\/D3tpVMC43BnzC7udttSyEVlHBGr0ZuBDBVNn8MSbftHmvjHqD76GOUDta\/u\/DvP6v5zUwBBLTjQCdFPD3vvruIMfyPP8Wm965F6Ey7PIUk7XpY56306BBNniXaagj0r7FyuwfzI\/9rzt06gutWzn8fOOYW0WuBionlvur3rOIuTECmH\/YNR6C6w4A9hMMRY1ZKG+re\/utUQrwn1cacUCmgyFi7Sn3YjPfGEXVGCbdcM9g+Yqw96dTnkPvcgDlY7\/vxeG1HpHKRWDZOLhEmV4hv\/pHOjrr1IZ4BKEnbvFf8X6CDqlhEDCQaxakaRCtNpuWlo0Yt4JhNcRdhQ5zo1EXEqn7CDKjgT5a9KQIvcberqWvOG4DKU4b6QYsI27r\/L7BA7CRjvrnBlcYu0MvDwRt7O38oJu27EL5pEwaqsvTph+VZHmWcm2xijnG+Wv9G9Gt5Z5P3oX0OO7QbTLzTesevv7ZbNn6IuIbSu\/SehgM7UgPl+SrOsQkCQFV2673yGeU5E6xim08Gog+kpvGgdA2j2lQ5Uuqr1pAGU979gJ7FfAv\/eNGWWt9yQ19C3P0xNdgp6ztRCeRrg+oWNY+jkWlvsJR2CTeeu2H6oeUSAS9qZDQ+ZNlMpMvPWvEfoIxBjClDClRMVMDfLUiHMH+V+h3Yze4B04F87C7\/aQ\/yKdYCeq19JyBjZDFfPPV2Wa33Jm7bTa+jSRl6jFvIS2p5JDji5kJwyl1Zzn9JmTNlgEqm1hpWSEiymB05B2g8Tij6te1m3rnMbJWnsaPgwe9+iAkEb5FsCjQIzWJy6WsPYmPCEqEb9xq1Up\/uHGkp\/4A1BZKawAYAVCbBWp825Re3kiXSpTmzpfyzof+qIypohoTPupQ41bk0Ymq3raSInKoHZTQVKJdr\/wl6mXRYts4Opnk6vVanBSMitiFo\/QXguHC\/ovnTbMYUAWh+0IiODdtoHw+qFZytvaw01qcMnUZUDlEKIvCqG2laTfZ5wJb+QmDt+RfdQmL0VvrnBr9ihnQsGcUamOWawKvVxuiR1udh+Z3ZR6+z2Xf6gV2zAysqpmpji+NhjnB8jccADfsxuKCK6W5IStHptYpd42eSqcu9UtdkM9vhk0uAg5fjNvYds2yUliYh792zu5hUwWtpu1WZ1NFuDaWt5eZke+KlyP9dRojYbrIm57YWpK331g+Gwsm1IxKCPqc9JT68eJyB3TiyAFFVO1I4PeAfVB5Ix5KA0dKMsESvY463gAeU8Wat1DLl\/mS5EIfGPAH9LEU2tpXEAsDC1nZH3HGkoXda\/KUP4DErs7ZorK0xCyqQuQpp\/5eKmHAhCz7HHHM0Jat\/QQPPy5v1w8mQBbmG2mkH\/ZD\/XtJkqDlIUG2OcuGxt6aCuTwKDhVD+aFf9mU+bH1X0b\/l8eok0+k86Iqx76YjhAH8qFC0DxoL57mCootXxvw1D3YYddn9gerWDkgv80OlnZk8RcDI+ZgpzYnEb3OMacBGrHz4RYTrpQtZQrv5PBZFYax+kS5yGjndLBZIHD1AphJ3\/3azeZ2V+YBBbE4asjMhTiP01RJ0UkJ4clRS5TA4M4tJ+O3d0FGZfD87lG4jPbLAT7+Ejbx\/2kvSKZ87kt2BgL\/NNTmJpVuIGEUpQQV7kRbSksK471nl9J7xNpMAy5NLtxjONiluY9Oaq1LECshjDIcgVpHaJnjapSbfoW26vJN7CEJuE\/07jcnmsHccVVect6hFAmIXCsBJ4V++8v9E0GT+6BCVou\/3JvH4Kc6IpD3cUBHhsc05\/girdt0CUSBxFJ0q76Tnjk+86JQQSPPGYONu35Mt8en7G3mZUHcUB4n69LbtMxCvb9hHDNN709sVjOfyseutIFfqxJUchPkErOGq4HHY0dGvJot8Jz\/whg9S2RTdhs0va\/QjIqX1AJkKH2zdEE32yEZ0UaslLCBFdFNpu2E3IFgO9ndYiLeNZWpAPmTD6a3gEwHftyCrFkV9GdaHtCPHCne9LmfXcxZIB6XkBsCfaX2lFdYTPI6u9LHIJN46Lb8Izsd6kWWBHNfcvSrUEGa0RuWAqDmDavW87FywZaZRt202Q4AqwA8OwIKM4Tlh9nWwatFLeeNb3ILwxJdNbC2MYbIkoYqGKi4OaBGNBHhkCf1L+S5SQUrtWoMpv\/Xvwub+2LeqlJxGbuP29JyK9xRwp0BLX7WErDJ51FNsKJAv608A6Jz9ZbZAJnPuJ6J\/fxq64GXZQZ9GUC1NxquG6JFBVGhIpOyOQ14dXg","iv":"7220b0192ff423d72046e7b6e489c4bf","s":"8f10b1cd6c235c5a"}
Share your thoughts. Click here