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.

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Insights

Blog

What Kind Of B2B Marketing Sandwich Will You Make?

Barbie Mattie April 20, 2022
While definitions vary, the modern, Western-world concept of a sandwich is two slices of bread with filling in between. When analyzing a survey question from Forrester’s Marketing Survey, 2022 (during lunch), it became apparent that high-growth (>20% increase in annual revenue) companies and companies with flat-to-declining annual revenue both will use the same proverbial slices […]
Blog

You’re Probably Greenwashing, But You Don’t Know It

Thomas Husson April 20, 2022
Alongside the COP26 Conference, many businesses communicated their green pledge and how much they are acting to protect the environment. Expect more of this to happen this week, with Earth Day falling on Friday, April 22 — and get ready to see many brands accused of greenwashing. Greenwashing — when a business is perceived to […]

Predictions 2022 Live

Set off on a confident path to business success in 2022. Discover the top trends for CIOs, CMOs, CX Leaders, and CEOs in 2022.

Blog

Integrate Sustainability Into Your Value Proposition

Jan Sythoff April 12, 2022
Environmental considerations are increasingly important for organizations when deciding on IT and technology-related investments. Many IT and technology solutions can have a positive environmental impact, which bears underscoring to stakeholders — most notably, to customers.
Blog

Ethical Marketing Is Never An Easy Business Decision: Join Me At CX APAC 2022

Xiaofeng Wang April 6, 2022
Implementing a successful ethical marketing strategy requires careful balancing of customer value and business value. Join me at CX APAC to learn how.
Blog

Consumers Crave Authenticity, And CMOs Can Deliver

Anjali Lai April 5, 2022
As the age of misinformation and slew of dubious corporate claims threaten consumers’ trust in brands, consumers are desperate for authenticity. While conventional wisdom suggests that authenticity means “being yourself,” that quickly breaks down when CMOs translate the sentiment into action. In our new report, The Algorithm Of Authenticity, we synthesize consumer data, industry case […]
Blog

Open Data Exposes An Uncomfortable Truth: Matters Of Gender Diversity And Inclusivity Remain Performative

Sam Higgins March 21, 2022
Three steps to increase the level of trust in your gender-related messaging.
Blog

B2B Rebranding Is On The Rise

Ian Bruce March 14, 2022
One of the most consequential and long-lasting decisions a marketing leader can make is to change the organization’s brand. A brand’s messaging, positioning, and visual identity permeate all aspects of the company’s go-to-market activities and usually endure for many years. We frequently engage with clients on rebrands, helping them sort through the business justification and […]

Predictions 2022 Live

Chart a bold path to success in 2022. Hear our predictions for the year ahead.

Blog

B2B Sellers Must Reevaluate How They Build Trust With Buyers

Ian Bruce March 10, 2022
New Forrester research illustrates how complex B2B buyers' decision-making processes are and the value of building trust with buyers.
Video

Unlocking The Power Of Purpose For B2B Leadership

Nancy Maluso March 9, 2022

Blog

Most Thought Leadership Isn’t Thoughtful Or Leading: How Can We Fix That?

Ian Bruce March 9, 2022
Biased. Lacking substance. Dull. When we asked B2B buyers what they think about the content they receive from vendors, over 60% of respondents to Forrester’s 2021 Content Preferences Survey gave these unflattering opinions. Buyers are drowning in a sea of sameness. They fail to find any value in the content they receive, because much of […]
Blog

Who Are The B2B “Early Deciders”?

Ian Bruce February 14, 2022
Buyers' motivations are often complex. Digging into our data yields clues about those who make decisions early in the buying process.
Blog

Employers Must Navigate Social-Values-Based Branding With Care

Dipanjan Chatterjee January 31, 2022
Your values-based branding playbook may have won over consumers, but to improve employer branding you're going to need new tactics. Meet your obstacle: Asymmetric Information.

European Predictions 2022

Visit our resource hub to discover the key trends impacting European businesses in 2022.

Blog

Five Forrester Wave™ Evaluations Set The Stage For A Marketing Services Reset

Keith Johnston January 24, 2022
Leonardo da Vinci said, “To develop a complete mind, study the science of art. Study the art of science. Learn how to see. Realize that everything connects to everything else.” This couldn’t be more profound in an era of marketing, advertising, and digital experience, where the distinction between a brand’s promise, how it’s communicated, and […]
Video

Cancel Culture: Confusing, Complex, And Contentious

Mike Proulx January 10, 2022

Blog

Employer Branding: The New Marketing Frontier

Dipanjan Chatterjee January 6, 2022
Brand building in 2022 will be as much about employer branding as it is about traditional consumer marketing. Find out why.
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Targeting Truth In The Misinformation Age

Kelsey Chickering December 22, 2021
B2C brands are fueling the misinformation industry, albeit unintentionally. Here's how marketers can take action to stop contributing to the problem.
Blog

All Brands Must Build Value From Direct-To-Consumer

Michelle Beeson November 18, 2021
The value of a brand’s direct-to-consumer (DTC) digital presence goes beyond direct sales. Brands that still rely heavily on retail partners for digital sales can still drive value from direct customer engagement. Of course, DTC consumer purchases benefit brands with better margins, since they avoid fees or commission charges from partners. The benefits go beyond […]

See the future and gain a competitive advantage for 2022

Discover 12 trends our research reveals will matter most this year. Download our Predictions 2022 Guide.

Blog

Ethical Marketing Helps Brands Differentiate And Build Trust

Xiaofeng Wang October 28, 2021
Values-based consumers — people who vote with their wallets to support brands that align with their values — are on the rise, a trend accelerated by COVID-19. These consumers are making brands more aware of the importance of corporate social responsibility and sustainability. But, in Asia Pacific (APAC), too many firms’ sustainability plans remain performative. […]
Blog

Predictions 2022: Retailers Will Compete On “Pre-Loved,” Returns — And New Partners

Sucharita Kodali October 27, 2021
The biggest retail trends of 2022 will involving tapping into the circular economy and using returns to retain customers. Learn more.
Blog

The Results Of The 2021 Global State Of Brand Manufacturers Survey

Sucharita Kodali June 22, 2021
In Q1 2021, we surveyed 140 brand manufacturer decision makers who are familiar with their company’s approach to digital sales. Brand manufacturers can use the results of Forrester’s Digital State of Brand Manufacturers Study to benchmark their performance and internally make the case for investments in digital sales strategies.
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