GLOBAL 2016: The qualities that made brands great now challenge them
The very thing that made the big technology companies successful is now their biggest vulnerability. They’re being overtaken by smaller, more nimble companies, which don’t have the historical baggage and complicated management structures, and can respond quickly. The larger players know they have these smaller competitors snapping at their heels, and they’re struggling to become more fleet of foot. The smaller businesses relate better to the start-up clients. Consequently, while some are doing better jobs than others, we see the big brands are struggling to deal with these smaller challengers.