Best Practice Report

Brand Migration Deep Dive: Danger Zone to Gold Standard

January 1st, 2018


Danger zone brands are well known, but suffer from a negative reputation whose causes and impact must be addressed. The transition from danger zone to gold standard requires three types of activities: acknowledge, solve and attack. If an organization can win back the trust of stakeholders, its brand can rebound and compete for a leadership position.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.