The common themes that emerged from 2020 are that strong brands will endure if they are nurtured, says a recently published Forrester report. However, these brands need to be comfortable with weak control, given that the age of hypermanaged branding is over. Strong brands will increasingly be built from the community up.
The report, titled “Brand Spotlight, 2020: Six Brands Shine in the Most Challenging of Years”, authored by principal analyst Dipanjan Chatterjee, identifies six brands that thrived despite adversity in 2020. They include both traditional commercial brands and non-traditional brands: TikTok, White Claw, Walmart, Lululemon, Black Lives Matter and women leaders of countries such as New Zealand, Germany, Taiwan and Finland...
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