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

‘Tis The Season To Master Retail Media

Nikhil Lai November 22, 2023
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

Kim Herrington November 21, 2023
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.

Global

Don’t Miss Our Live 2024 Predictions Deep Dive

Join us on January 18 to hear from the tech, CX, and B2B analysts behind our 2024 global predictions and get an important generative AI update from Forrester’s CEO, George Colony.

Blog

Consumer Spending Expectations — Holiday Edition

Dipanjan Chatterjee November 8, 2023
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?

Karen Tran November 7, 2023
Too often, CMOs are absent from the EVP process because it doesn’t focus on buyers and customers. That's a mistake.
Video

Predictions 2024: CMOs Prioritize Practicality Over Purpose

Mike Proulx October 25, 2023

Blog

Predictions 2024: Consumers Embrace Calm After The Revenge Spending Storm

Audrey Chee-Read October 25, 2023
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

Dipanjan Chatterjee September 8, 2023
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 […]

60% Of Skeptics Will Use (And Love!) GenAI

Surprised? Download Forrester’s 2024 Predictions guide to see why progress will be driven by exploration — and 14 other global predictions on AI, privacy, B2B buyers, hybrid work, and more.

Blog

Building Bonds With Buyers: Strengthening The Trust Fabric

Subhendu Pattnaik September 4, 2023
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

Phyllis Davidson August 29, 2023
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

Karen Tran August 14, 2023
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?

Ian Bruce July 25, 2023
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

Xiaofeng Wang July 16, 2023
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 […]

How Should CMOs Invest To Fuel Customer-Obsessed Growth?

Download our 2024 Planning Guide for B2B Marketing Leaders to see where to invest, divest, and experiment with funding your growth agenda.

Blog

Introducing The European Financial Services Customer Trust Index

Aurelie L'Hostis June 27, 2023
We have launched the European Financial Services Customer Trust Index, 2022. Sadly, customers in France, Germany, Italy, and the UK generally rate their trust toward their banks as weak or — at best — moderate.
Blog

The What, Why, And How Of Values-Driven Marketing

Xiaofeng Wang May 12, 2023
In the upcoming CX APAC 2023, I’m going to present on How To Embed Values-Driven Marketing In Customer Journeys. I’m excited to lay out the key concept of values-driven marketing and share a sneak peek of the new model and framework. But before we talk about values-driven marketing, let’s start with values-motivated consumers. Values-motivated consumers […]
Blog

Who Do B2B Buyers Trust?

Ian Bruce May 11, 2023
The way in which buyers interpret and act on information is heavily colored by the source of the information. That has significant consequences for marketing and sales teams.
Blog

Leverage The Power Of B2B Brand Strategy For Your Organization’s Growth And Revenue Opportunities

Christina Schmitt May 10, 2023
Your organization’s brand matters — a lot — but marketing often fails to demonstrate how your brand contributes to revenue and growth. Frankly, it’s difficult to measure: Translating awareness, perception, and preference into solid metrics that excite and reassure other areas of the organization about marketing’s activity is challenging. Not surprisingly, non-marketing leaders often underestimate […]
Podcast

Why CSR Must Be More Than Purpose Beyond Profit

What It Means March 30, 2023
B2B leaders are getting serious about corporate social responsibility (CSR). But until they see it as central and not peripheral to the business, its impact will be limited, says VP and Principal Analyst Ian Bruce. On this week’s Forrester podcast, he explores the role that CSR now occupies in B2B companies and how leaders can implement meaningful CSR programs. 
Blog

Invest In A Cross-Channel Marketing Hub To Elevate Your Campaign Strategy

Rusty Warner March 21, 2023
Empowered customers expect seamless cross-channel experiences. B2C marketers must understand customers and create value exchanges in their individual moments of need. That’s a tough job if your martech ecosystem is overly complex or badly integrated — or both. A cross-channel marketing hub (CCMH) can help marketers overcome data and channel integration complexity to consistently engage […]
Video

Generative AI In Everything, Everywhere, All At Once Forces A Turning Point For B2B Content

Lisa Gately March 17, 2023
Blog

Resist Short-Termism To Avoid Brand Budget Cuts

Karen Tran March 2, 2023
High-growth companies see brand activation as a vital part of their strategy — even in economic uncertainty. Here are some of the ways that these organizations prioritize it.
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