2020 – what to expect …

Amazon is fighting its way to the top, we already saw Amazon leap frog to the Nr 1 spot, breaking Apple and Google’s 12 year hold on the top spot in the BrandZ ranking last year (although Interbrand still pegged them at Nr 3), now MBLM claims Amazon has best brand intimacy in connection with an enhancement archetype;  we will also likely see further growth in the luxury sector despite a slowing global economy, Chinese brands fighting for global recognition and attempting to shift from value to premium, a strong come-back of purpose, meaning, trust and good old customer experience focus (often the case when the economy slows down), disruption in more ways than one,  including AI, ecosystems, agility, big data, and of course sustainability…as climate change is finally getting all the attention it desperately needs and really deserves.