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.



Trust In The Age Of The Customer

Anjali Lai 7 days ago
We all know that consumer trust is important, but it’s extremely challenging for companies to know when they have it, when they violate it, and how to cultivate it. Our research reveals that human beings are born to trust.
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Close The Gap Between Brand, Customer, And Employee Experiences

Thomas Husson October 29, 2020
Customer experience (CX) has become the number one business priority for marketers. The percentage of European B2C marketers considering improving CX as their company’s top business priority has jumped from 26% in 2019 to 46% in 2020. CMOs are fully aware of the importance of customer data to personalize experiences. The employee data tsunami is […]
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Strengthen Your Brand

The SiriusDecisions Messaging Nautilus: Corporate Brand helps you build consistent corporate messaging across the organization.


Predictions 2021: Retailers, Brand Manufacturers, And Mall Operators

Sucharita Kodali October 20, 2020
In the wake of the pandemic's deluge of disruption, retailers, brand manufacturers, and ecosystem players such as mall operators are entirely rethinking their businesses, heralding much change ahead. Read what we predict for retail in 2021.
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Kindness Is Sticky

Adele Sweetwood August 18, 2020
  • Nuance Communications’ response to how it could aid customers during COVID-19 was simple — “Kindness before commerce”
  • Delivering specific value based on what your customers requested is possible
  • Demonstrating your company’s values in real time will make a lasting impression
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Marketing Metrics: The Drunkard’s Search

Julie Ogilvie July 23, 2020
  • Many companies have diminished marketing’s role by measuring the function’s value through a narrow set of demand-oriented metrics
  • Brand and demand teams must work together to break out of this simplistic and mechanistic mindset
  • CMOs who reclaim the larger remit of marketing will increase their effectiveness and strategic standing
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Introducing the B2B Advertising Framework

John Arnold June 26, 2020
  • B2B purchase decisions are made by buying groups with intent, and whole buying groups are increasingly hard to reach and activate
  • With an effective B2B advertising strategy, organizations can reach buying groups with creative, personalized messages, but they must approach advertising broadly and strategically to be successful
  • The SiriusDecisions B2B Advertising Framework defines the key elements of B2B advertising to help marketers implement holistic, integrated advertising strategies
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How Diverse Are B2B Companies in America?

Ian Bruce June 18, 2020
  • America and the world have been shaken by protests against systemic racism and bias after the killing of George Floyd Jr. by police
  • B2B corporate leaders have expressed support and solidarity with protesters and recognize the need for change
  • Data gathered from numerous sources on levels of diversity and inclusion show that B2B companies need to take far more action on these issues
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Dogs and Cats CAN Live Together: How to Make the Right Post-Acquisition Branding Decisions

Ellen Lind May 6, 2020
  • B2B marketing leaders in today’s highly acquisitive environment must be prepared with a plan to take action on day one after an acquisition
  • From a logical brand integration strategy to a thoughtful approach to communicating with internal and external stakeholders, marketing plays a critical role in successful integrations
  • In a Summit 2020 session, Julie Ogilvie shared a strategic decision-making framework for when and how to integrate acquired brands and a process for ongoing communication with internal and external audiences
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Survey Reveals How B2B Companies Must Integrate Brand and Demand Marketing

Ian Bruce April 30, 2020
  • Only 22% of B2B companies have fully integrated their brand and demand marketing functions
  • Most organizations struggle to connect brand building to the revenue engine
  • Demand teams frequently ignore the impact of brand on Demand Waterfall® performance
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Five Imperatives for Employee Communications During COVID-19

Julie Ogilvie April 15, 2020
  • Internal communications — a neglected function in many companies — is suddenly front and center
  • Understand the impact of the pandemic on different employee audiences to provide the most effective communications
  • Support the need for social connection and emotional support as well as information
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Do the Right Thing: How Brands Must Act During a Crisis

Ian Bruce April 13, 2020
  • Engaging with customers and other stakeholders during a crisis is often a struggle for B2B companies
  • Actions is a crisis should be guided by your firmly held brand values and brand purpose
  • Some B2B companies are showing the right approach and providing an example of how to build trust and loyalty
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An Exclusive Interview with Sir Martin Sorrell

Ian Bruce March 5, 2020
  • Sir Martin Sorrell is a legend in the agency business who built WPP into the biggest global advertising and PR agency
  • In an exclusive interview with Forrester SiriusDecisions, Sir Martin discusses how the changing economics of the agency business are impacting how B2B clients engage
  • Sir Martin suggests clients should do as Aretha Franklin says, and treat agencies with a little more respect
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You Are Not The Author of Your Best Content

Ian Bruce October 30, 2019
  • Content marketing, brand and communications teams are all deeply invested in building the most engaging content for the organization
  • SiriusDecisions data has long shown that buyers and executives rate third-party content much higher than branded or owned content
  • Earned media, analyst reports and influencer endorsements are examples of content that matters to buyers
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The Four Types of Messaging Your Audiences Need

Barry Vasudevan October 1, 2019
  • Modern B2B organizations must develop more than just one message or type of message
  • To be effective, each piece of messaging must be built with an audience in mind
  • Use the right messaging framework to develop messaging that resonates with intended audiences
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For Social Media, More Can Be Less

Ian Bruce September 20, 2019
  • Brand building hinges on understanding and respecting your audience
  • Too often, marketing leaders inundate audiences with a barrage of messages — many irrelevant or just plain annoying
  • New research suggests this causes unintended negative consequences
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The Three I’s of Intern Management: Initiative, Inspiration and Inclusivity

Forrester August 29, 2019
  • SiriusDecisions’ summer internship program helps college students gain valuable real-world experience in B2B marketing, sales and product disciplines
  • Our 2019 marketing intern, Juliana Beal, wanted to share the positive experience she had with her supportive team and company
  • She offers three tips to help intern managers encourage the success of their interns and get the most out of the program
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B2B Social Review Sites Are Becoming Mainstream: Here’s What to Consider

Ian Bruce August 26, 2019
  • The Yelp effect has expanded to B2B marketing, with the growth of user review sites for B2B products and services
  • These crowdsourced review sites provide a new source of data that can influence buyer purchase consideration
  • New benchmark data suggests that these sites are becoming more mainstream and potentially more influential
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All News Is Good News: What White House Press Secretaries Can Teach Us About Brand Building

Ian Bruce July 25, 2019
  • Brand leaders are often irrationally afraid of provoking disagreement or courting controversy
  • Counter-intuitively, high-performing brands attract much higher levels of positive and negative sentiment in their media coverage
  • Strong brands are unafraid to express strong views informed by their firmly held brand values
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Avoiding “It’s Not You, It’s Me”: Why You Should Be Honest With Agencies That Lost Your Bid

Cheri Keith June 17, 2019
  • Companies making agency selection decisions often neglect to let agencies know why they didn’t win
  • They avoid this conversation or put their effort into celebrating the champion
  • This insight can be valuable for the agencies, which may also have valuable feedback for you
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Privacy Is a Brand Opportunity

Ian Bruce April 19, 2019
  • Privacy is too often seen as a regulatory burden, not a brand opportunity
  • Brand leaders must recognize that privacy is a way to establish trust with audiences
  • Forward-thinking brands are already building privacy into their brand architecture
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