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

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 […]
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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. […]
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Predictions 2022 Live

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

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.
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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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Video

The Trust Imperative

Stephanie Balaouras May 12, 2021

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Blog

Three Key Findings From Our State Of Chat In Retail Research

Nicole Murgia May 12, 2021
Retailers and brands have offered chat for years, but recently it has gained traction thanks to new technology advancements and consumers’ overall comfort using chat. Forrester’s Consumer Technographics® shows that 42% of US online adults said that it was important for retailers to offer live online chat on their websites, up significantly from 27% in […]
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Blog

Prioritise Your Customers’ Mental Well-Being To Spur Pandemic Recovery

Michelle Beeson May 10, 2021
It’s impossible not to see how consumers have felt the pressure of the 2020 pandemic. People have faced job losses, extended furlough, or enforced remote work while also managing homeschooling and the social (and psychological) impact of lockdown. Then there were those on the front lines: key workers struggling to do their jobs while COVID-19 […]
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European Predictions 2022

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

Blog

Brand Storytelling Is A Competitive Advantage

Ian Bruce April 21, 2021
Storytelling is an essential skill that inherently engages audiences and makes content distinctive and memorable. Yet, B2B marketing professionals often struggle to create compelling stories.
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Blog

Why Your Brand Needs More Of Your Attention

Mavis Liew April 12, 2021
Brand is a primary purchase-decision driver, yet it often takes a backseat in terms of investment. At this year's B2B Summit North America, learn how to better manage this critical asset.
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Blog

A Brand’s Values Must Withstand The Pressure Of Politics

Mike Proulx April 8, 2021
The lines between brands and politics have blurred. If companies are committed to standing with their values, politics are unavoidable. But that doesn’t mean a given brand must or should take on every single issue. Company values will determine when to choose a side.
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Blog

Brand Go-To-Market Series: The CPG Category Is Taking Big Steps Toward E-Commerce DTC Sales

Sucharita Kodali March 15, 2021
The pandemic has been a pivotal moment for the consumer packaged goods (CPG) category. Before the pandemic, most CPG brands lacked direct-to-consumer (DTC) buy-ability on their website. However, the pandemic spurred numerous CPG brands like Beyond Meat, Bimbo, Del Monte, and PepsiCo/Frito Lay to launch DTC websites. The latest update to our Digital Go-To-Market Review series […]
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Blog

Bosch’s Cultural Transformation Offers Lessons For Other Businesses

Dan Bieler March 8, 2021
Discover how Bosch is carefully weighing issues such as the speed of its cultural change and the impact on its brand image as an innovator against the value of its existing culture. And learn how to avoid obstacles, such as when old product development models are colliding with innovation.
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See the future and gain a competitive advantage for 2022

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

Blog

A Lens On Europe: COVID-19 Makes Empathetic B2B Content Essential

Andia Tonner March 8, 2021
Your Marketing Content Doesn’t Cater To New B2B Buyers The age of the customer has shifted buying power to your customers and fundamentally changed B2B buying behavior.[1] Your once rational, loyal B2B customer has been replaced by a less loyal, more emotional decision-maker, who prefers to remain anonymous and self-directs much of their purchase journey […]
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Blog

The Future Of Work Requires Changes To Management Culture

Dan Bieler March 2, 2021
An innovative management culture provides a strong purpose, creates diverse and cross-functional teams, focuses on the customer as the centre of business activity, and embraces transparent communication with the organisation.
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Blog

Four Takeaways From The Super (Advertising) Bowl

Jim Nail February 8, 2021
By the end of the third quarter, there wasn’t much doubt about the outcome of the game. But suspense lingered about how the ads would perform in this high-stakes contest for brands and their agencies. Advertising holds up a mirror to society, nowhere more than the premier advertising event of the year, the Super Bowl. […]
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Blog

GE Healthcare: Brand Storytelling During A Crisis

Ian Bruce January 28, 2021
  • At the height of the COVID-19 pandemic, GE Healthcare became the focus of intense media coverage
  • Using elements of storytelling and brand journalism, the organization created a video series that showed how GE and frontline workers were responding to the crisis
  • With 42 videos produced over 42 days, the campaign was one of the most successful in the company’s history
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Blog

What I See Coming For The Channel: 2021

Jay McBain January 21, 2021
  Last year ended up being a tale of two cities for the channel. On one hand, customers and governments recognized partners as an essential service and central to their ability to rapidly respond to a worsening pandemic early in the year. With catlike reflexes, the IT channel emptied the laptop supply chain and became […]
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How To Scale Digital Accessibility And Expand CX’s Influence

Discover how to turn a business must-have into a CX leadership opportunity.

Blog

Four Key Takeaways For Brands From CES 2021

Dipanjan Chatterjee January 19, 2021
Discover what this year's all-virtual event revealed about the future of brand experiences.
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Research Collection

B2C Marketers: Use Your Brand Messaging To Deliver Value During The Pandemic

Jim Nail November 27, 2020
COVID-19 is now an unavoidable part of consumers’ lives, and marketers need guidance on how to effectively communicate with them in these ever-changing times. To help marketers address the fear, uncertainty, and challenges that consumers are experiencing, we’ve created a collection of research that provides a range of approaches to consider as they strategize how […]
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Blog

Trust In The Age Of The Customer

Anjali Lai November 20, 2020
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. Discover the components needed to grow consumer trust.
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