Best Practice Report

Building And Activating Brand Purpose

December 17th, 2020


Many B2B organizations have invested in developing audience-centric corporate messaging that expresses the classic messaging pillars of brand mission, vision, and values. Brand purpose, an extension of this work, is an authentic expression of how the organization will contribute to society and help build and sustain a better future. In this report, we define brand purpose, describe its role, and outline an approach to building and activating it.

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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.