Economic volatility has historically caused B2B companies to pause or decrease investments across the business, especially in marketing and brand programs. Forrester’s research shows that companies are behaving differently than they did in the past and investing in brand despite economic unknowns. After the COVID-19 pandemic, companies realized brand budget cuts negatively affected marketing and sales funnels, employee sentiment, partner ecosystems, and board perceptions. When well executed, brand efforts have a compounding effect and deliver value in many ways. Businesses that do not invest in brand risk declining growth.