JLL: Thought Leadership Drives Brand Engagement And Builds Long-Term Demand

According to the 2019 Forrester Brand And Communications Strategy survey, brand and communications leaders are already heavily invested in and enabling content and thought leadership activities: More than 70% list these as a core component of their current responsibilities. Content and thought leadership accounts for about 22% of the average brand and communications budget overall — the single largest line item tracked; more than 58% of respondents plan to increase that investment in the coming year. In this report, we show how JLL redesigned an established thought leadership program in order to achieve its brand and reputation goals and support demand generation objectives.