Olivia Parker
Nov 29, 2018

Forrester's 2019 brand outlook: drop the toys and get back to work

Businesses will spend the next year getting down to the hard graft involved in digital transformation, the firm predicts, after races to invest in the latest innovations have proved less fruitful than imagined.

The market research firm Forrester predicts that 2019 will be the year companies start to focus on the hard work involved in digital transformation, rather than the shiny objects.

The “exuberance” previously felt around emerging technologies, which saw companies race to invest and launch headline-attracting projects such as robots or “blockchain-based thingamajigs” will start to morph into more “reasoned and focused” innovation, according to Frederic Giron, VP and research director at Forrester.

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