Brand and Communications
A strong brand is among a company’s most valuable assets. Today, a clear, consistent branding strategy is as critical for B2B organizations as it is for consumer-focused firms. Explore our brand and communications insights to help connect brand to business value and drive awareness, demand, and engagement.
Insights
Blog
Disconnected Messaging Breeds Mistrust. How Can You Fix It?
Disconnected messaging reflects a disconnected organization. Learn how bridging silos yields positive outcomes in this B2B Summit North America session overview.
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Why Brand And Reputation Programs Should Be More Than Just Air Cover
There’s more to planning and executing reputation programs than what we typically see at the usual “air cover” level. Learn more about the Forrester Reputation Program Decision Model in this preview of B2B Summit North America.
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Announcing Forrester’s B2B Program Of The Year Award Winners For North America
Get ready to be inspired by these best-practice program implementations across B2B marketing, sales, and product. We reveal which eight companies will be honored at B2B Summit North America in May.
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Adobe Developments Signal Changes For B2B Content Workflows
A year after the release of Adobe Firefly, B2B content workflows come into focus, with brand guidelines and broader participation possible in content creation and distribution activities.
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From Dominance To Decline: Global Brands Are Losing In China
For years, China's economic growth and consumer market have been a magnet for global brands seeking expansion. However, the tide has turned. Get four best practices for global brands to navigate the changing Chinese market successfully in this preview of a new report.
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Brands And PR Agencies Contend With Today’s Culture Wars
Given today’s heightened polarization, what role will PR agencies play in guiding corporate brands? We hypothesize three key elements are fundamental to crisis and reputation services.
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Are B2B Buyers Cowards?
No matter how big a game a buyer talks, less than a third of all buyers are risk-tolerant. Trust is the remedy to risk — and trusted companies are more likely to win and retain customers and enjoy a strong buyer preference.
Supercharge Your APAC B2B Success — And Save $200
Register by June 28 to save $200 on B2B Summit APAC in Singapore. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.
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B2B Summit North America 2024: Your Ticket To Turning Disruption Into Growth
Explore the strategies and tools needed to drive customer-obsessed growth at our premier event for B2B marketing, sales, and product teams.
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What To Do Next About Your Customer Advocacy Platform
Where does the late December acquisition of customer advocacy and community platform Influitive leave current customers? Here we provide a plan for moving forward.
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European Banks Struggle To Earn High Levels Of Customer Trust
Consumers in France, Italy, Spain, and the UK generally rate their trust towards their bank as weak or — at best — moderate.
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Your Ticket To Immersive Story-Oriented Experiences
MTV’s “Emily in Paris” is the story of an American marketing executive assigned to her agency’s Paris office. In each episode, she learns something new about the culture: She nails the pitch, there’s a montage of the campaign coming together, and then she celebrates with the brand owner at his castle. Along the way, her […]
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What If Your Commerce Strategy Was A “Choose Your Own Adventure”?
Despite touting so much about storytelling, most brand experiences are still designed for marketing funnels. In a world where data deprecation is rapidly constraining customer experiences and where digital sameness is ubiquitous, how do leading brands separate themselves from the pack to drive consumer engagement, loyalty, and topline revenue growth? With the forecast of a […]
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‘Tis The Season To Master Retail Media
Retail media’s challenges signal growing pains unlike those of other channels. Read more on Forrester’s insights for this holiday season.
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Your Data Culture Is DOA
In Forrester’s Data Culture And Literacy Survey, 2023, we uncovered key insights about the state of data culture in organizations. Shockingly, nearly half of employees lack the ability to search for existing insights and struggle to find reports, data sets, and insights. Don’t miss out on gaining a competitive advantage by revitalizing your data culture.
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Consumer Spending Expectations — Holiday Edition
Consumers are mostly skittish about spending more this holiday than they have the rest of the year, and categories like beauty and personal care and consumer durables will fare far worse than health and wellness and apparel.
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B2B CMOs: What’s Your Role In The Employee Value Proposition?
Too often, CMOs are absent from the EVP process because it doesn’t focus on buyers and customers. That's a mistake.
Adapt To EMEA B2B Buyer Change — And Save £200
Register by July 19 to save £200 on B2B Summit EMEA in London. Discover how to adapt your marketing, sales, and product strategies for complex buyer scenarios, longer sales cycles, genAI, and more.
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Predictions 2024: Consumers Embrace Calm After The Revenge Spending Storm
In 2024, consumers will embrace better habits with their wallets and minds, but moments of acute social tension could cause chaos for brands. Discover our consumer predictions for 2024.
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Consumer Spending Trends — 2023 Edition
Has The Economy Got You Down? It’s 1840. Inflation is rampant, and beleaguered consumers are reeling from high prices. It’s also presidential election season, and economic woes are weighing down the campaign of incumbent President Martin Van Buren, who eventually loses to William Henry Harrison (who, for all you trivia fans, had the shortest presidential […]
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Building Bonds With Buyers: Strengthening The Trust Fabric
In the AI age, reliance on data for insights is table stakes. In the past few months since we completed Forrester’s annual marketing survey, I have been engrossed in finding patterns and correlations in the data about the top-most priorities of CMOs globally and their challenges, growth objectives, key initiatives, technology usage, budgets, spending patterns, […]
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