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
Don’t Wait For A Crisis To Act
CrowdStrike's recent global incident underscores businesses' need to have robust crisis communication plans in place before a crisis occurs.
Blog
For Brands, The Olympics Is Unlike Any Other Sporting Event
The Olympics are global, prestigious, vast, and a tribute to extraordinary grit. Companies looking to leverage the games to promote their brands need to recognize the event's uniqueness.
Join Us In Singapore To Supercharge Your B2B Success
Register for B2B Summit APAC, coming to Singapore on October 1. Access growth, revenue, alignment, sales, genAI, and product strategies to boost your brand success.
Blog
The Global State Of B2B Events — Eight Key Findings On Event Trends From Forrester’s Recent Survey
Over the past four years, marketers have navigated unprecedented change in the B2B event sector as first the pandemic and then inflation impacted their plans. To help leaders better understand this dynamic landscape, Forrester’s Q1 2024 State Of B2B Events Survey gathered responses from over 200 event decision-makers to identify and analyze the key trends. […]
Blog
Eight Key Takeaways From Cvent CONNECT, San Antonio 2024
Attending Cvent CONNECT as a speaker earlier this month gave me the opportunity to sit in on a number of sessions, talk with the Cvent leadership team, and chat with other attendees. Here are eight of my key takeaways from the event: Events are booming. In his opening keynote, Cvent Founder and CEO Reggie […]
Blog
A Match Made In Plastic? Capital One’s Quest To Acquire Discover
Capital One’s plan to acquire Discover will change the shape of the financial services landscape (though not the fundamental forces that drive growth and success — but more on that later). To help you understand the implications of the proposed merger, Forrester took a deep dive into our research and data (full report for clients […]
Podcast
How Brands Can Steer Clear Of GenAI Backlash
As generative AI becomes more pervasive in products and ads, consumers are questioning what they see and, by extension, whether they should trust the brands using it. How should brands navigate these perils? Principal Analyst Audrey Chee-Read shares insights and advice on What It Means.
Blog
Brand Is A Long Game: The Tangible Value Of B2B Brand Investments
Brand investments are like retirement investments. The idea is to invest regularly and consistently starting as early as possible, knowing that by the time retirement hits, the value will have accrued over time and the investments will have compounding returns. When we begin the uphill climb of investing, the returns may feel modest. It’s difficult […]
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.
Blog
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.
Blog
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.
Blog
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.
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.
Join Us In London To Adapt To B2B Buyer Change
Register for B2B Summit EMEA, coming to London October 7–9. Discover how to adapt your marketing, sales, and product strategies for complex buyer scenarios, longer sales cycles, genAI, and more.
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.
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 […]
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.
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