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
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.
Blog
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.
Empower Your Marketing Org To Drive A Bigger Impact With GenAI
Download our generative AI (genAI) guide for CMOs to create a clear vision and strategy for B2B marketing genAI adoption with guardrails to mitigate risk — and a framework to assess your readiness.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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 […]
Skyrocket Your Growth And Revenue With Our B2B Predictions
Watch our B2B predictions webinar exploring the opportunities successful B2B marketing, product, and sales leaders will embrace — and the genAI content mistake to avoid.
Blog
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 […]
Blog
‘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.
Blog
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.
Blog
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.
Blog
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.
Blog
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.
Blog
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 […]
Blog
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, […]
Blog
Power Up Your Content With A Plan On A Page
A list of characteristics is not a plan! Get yours in order by capturing your consolidated B2B content strategy in a Forrester content plan on a page.
Blog
Brand Investments Are Up But Maybe Not Where You Think
Website/digital shows the biggest gains across both programs and headcount, continuing a long-running trend toward a digital-first investment strategy.
Blog
Can Generative AI Save Journalism?
News organizations were early AI adopters. How AI evolves in journalism may hold lessons for other content-rich industries.
Blog
How To Implement Values-Driven Marketing
Following my previous blog post, The What, Why, And How Of Values-Driven Marketing, and speech at CX APAC 2023, I wrote a report to elaborate on values-driven marketing more thoroughly: How To Embed Values-Driven Marketing Into Customer Journeys. The report shares Forrester’s 2023 data that underlines how much values matter to customers. Many online adults […]
More posts