Brigitte Majewski

Vice President, Research Director

Forrester Bio

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The FTD Lesson For Long-Standing Brands: Don’t Rest On Your Laurels

Brigitte Majewski June 7, 2019
FTD Gets Caught In A Terrible Game Of Pickle Century-old floral delivery stalwart FTD filed for Chapter 11, sending shivers through C-suites of venerable brands everywhere. In a growing US flower market, this pioneer should have dominated. It’s long offered eCommerce and delivery, features that competitive direct-to-consumer (DTC) upstarts now play to disrupt markets. But […]
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CVS Agency Decision Signals A New Era In Partner Strategies: Values Vetting

Brigitte Majewski May 6, 2019
CVS Health announced that it would not work with agencies who have tobacco or e-cigarette clients. Read our analysis of the move and why agencies should expect more companies to make these kinds of moves in the future.
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B2C Marketing Predictions So Far: Preference And Privacy Prove Powerful

Brigitte Majewski April 23, 2019
Our 2019 B2C Marketing predictions hone in on the impact of rising customer power. Forrester has been evangelizing the age of the customer for a decade, but the message is approaching a crescendo. This year, we called that consumer desire for better data control, better experiences (especially in social), and better connections to their values […]
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Boeing Case Reveals That B2Bs Are Not Immune To Volatile Brand Crises

Brigitte Majewski April 22, 2019
Boeing is learning the hard way that B2B companies are no longer immune from brand crises that typically only affected B2C companies subject to empowered customer scrutiny.
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Barneys And Starbucks Raise The Bar With Loyalty Program Updates

Brigitte Majewski March 25, 2019
To differentiate their loyalty programs, brands are adding something new to their reward portfolios: Experiences.
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The Hidden Lesson In Big Beer’s Post-Super Bowl Antics (Hint: It’s Not About Fast Marketing)

Brigitte Majewski February 8, 2019
What everyone will remember most about “Super Bore LIII” is not the game or the ads but the post-game tit for tat between Big Beer brands Anheuser-Busch InBev (ABI) and MillerCoors (MC).   In Case The Game’s Dullness Induced You Into A Media-Blocking Stupor . . . Here’s what happened: ABI aired three Super Bowl […]
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Like Teflon, Scandals Don’t Stick To Facebook As 2018 Delivers User And Ad Growth

Brigitte Majewski January 31, 2019
Facebook’s tumultuous year made approaching the social giant’s Q4 2018 earnings call complicated, to say the least. Days before the call, news hit that Facebook is consolidating the back-end tech of its family of messenger apps. Why? Then, a story breaks that Apple is pulling a Facebook app that invites users to share their phone […]
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What The Cambridge Analytica/Facebook Drama Tells Us About Brand Safety Today

Brigitte Majewski May 3, 2018
We didn’t think the Cambridge Analytica story could get any darker, but clearly it has. Yesterday, The New York Times reported that Cambridge Analytica filed for bankruptcy, with clients fleeing the firm after improper data harvesting and suspect targeting practices for election manipulation were revealed. The article disclosed that Cambridge Analytica had been planning to […]
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What Marketers Need To Know: Social Media Q1 2018 Roundup

Brigitte Majewski May 2, 2018
Q1 2018 earnings for Twitter, Facebook, and Snap largely showed minimal impact from the recent data privacy crisis. There were no surprises: Twitter is building off its Q4 2017 momentum, Facebook continues to grow its user base, and Snap is still going through an identity crisis. For the most part, the financial markets seem to […]
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Facebook Fumbles Its Own Brand Crisis

Brigitte Majewski April 19, 2018
Mark Zuckerberg’s testimony before the U.S. Senate didn’t sway us from our previously posted perspective, at least in terms of what Facebook’s fiasco means for marketers.  If you are looking for more catastrophizing around the near-term death of social marketing, you’ve come to the wrong blog post. What did catch our attention: how poorly the […]
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The End Is Near: Advertising Ad Nauseam

Brigitte Majewski November 3, 2016
Marketers: Face it.  Consumers are skipping, blocking, and paying to avoid your ads.  We are in a Tragedy of the Commons for consumer attention.  Consumers are rejecting the modus operandi of “more” – more ads in more places more often.  Forrester Consumer Technographics data for 2016 shows that nearly one third of US online adults say […]
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