Vision Report

Drive B2B Brand Value With Emotion And Experience

The Success Of A B2B Firm Hinges On Its Brand Strategy

November 29th, 2018
With contributors:
Keith Johnston , Steven Casey , Alex Sobchuk , Rachel Birrell


B2B branding is crucial for success in building and maintaining customer relationships as well as creating top-line growth. This report describes how to design emotion-led brand strategies that drive value through the customer lifecycle — from prospecting through customer retention.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.