As we work towards the release of our latest FutureBrand Index, we thought we'd use this opportunity to look back at the findings of the 2020 report, where we examined the world's leading firms and determine how they fared over the previous year.
The FutureBrand Index is a global perception study that reorders PwC’s Global Top 100 Companies by Market Cap on perception strength, rather than financial strength, drawing on rigorous research with a global sample of 3,000 informed professionals from 17 countries.
The results of the 2020 FutureBrand Index revealed huge changes in the perception and behaviour of global corporates since the start of the pandemic. The comprehensive data, collected during lockdown, show that it’s now urgent for companies to proactively put the needs of their staff and employees first if they want to have the competitive advantage in the year ahead.
The biggest link between the best performing companies in the index is that they’ve all shown a highly individual response to Covid-19 as well as other significant market and societal shifts. This means prioritising what their staff and customers need and want most and delivering with oodles of authentic personality even if it means breaking with category conventions and norms. While these traits were once a ‘nice-to-have’, they are now crucial for corporate success.
Joining us to talk through the findings of that report, it's a welcome back to the podcast to Jon Tipple, FutureBrand's Global Chief Strategy Officer. Plus, we're thrilled to also have Stephen Douglas, Senior Director, International Design at McDonald's and Paul Bolt, Microsoft UK's Chief Marketing Officer.
Listen to the FutureBrand Podcast discussing the digital acceleration of financial services here.