Do Your Brand Claims Match Your Company’s Actions?

A company’s brand and purpose have never been more under scrutiny. In the past, employees, prospects, customers, or shareholders did not have the means to call out a company’s exaggerated assertions. With the rise of social media and universal access to information, even minor exaggerations can be exposed by activists and stakeholders and can result in devastating damage to a brand and reputation of a business and its leaders. This data snapshot shows that 53% of B2B marketing leaders who participated in Forrester’s Marketing Survey, 2022, are, over the next 12 months, prioritizing building a brand purpose aligned to brand vision, mission, and corporate social responsibility goals.