Forrester: The best and worst of 2019
No amount of marketing can fix what is broken in a brand
In an analysis of the high and lowlights of 2019, a recent Forrester Roundup, entitled “Brand Spotlight: The Best and Worst of 2020” by Dipanjan Chatterjee came up with three important insights. The first is the old school brands have proven that innovation isn’t just for new start-ups; that relevance ensures longevity; and finally, that marketing can’t fix what is broken in a brand.
Three companies made the Forrester highlights list, all of them well established in the market. Disney – a brand that is over 100 years old - proved that a commitment to relevance, customer experience and innovation is what it takes to stay at the top; regardless of age and legacy. Disney’s acquisition of Fox, the launch of a themed Star Wars area and the debut of Disney+, not to mention a dedication to removing customer pain points has kept that brand relevant to its consumers. Disney is honest about its weaknesses, finding ways to address them and has added new value for customers by “connecting...
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