Well there’s no denying we’re all in for a bumpy ride next year. But there’s hope! So get yourself out of the foetal position and pay attention to the following steps (and it’s not all about search or acquisition) in tough times. Some of the worlds biggest brands have been built out of tough times.
The following article from business week says it all really!
History shows that a recession can be an auspicious time to invest in a brand. Some of the most successful brand campaigns in the past six decades began during economically challenged years. Of Advertising Age‘s “Top 100 Ad Campaigns of the 20th Century,” fully a quarter that got under way after 1945 did so during recession years. Several of the most effective were launched in the ugly years of 1974 and 1975, when consumer spending tanked and gas and commodity prices soared (sound familiar?). In 1974, for example, BMW introduced itself as “The Ultimate Driving Machine,” a slogan that endures to this day and helped turn the German automaker from a niche sports sedan in the minds of American drivers into a top luxury auto brand known for superior engineering in everything from roadsters to SUVs. “I love bad times,” says Martin Puris, the adman who came up with the slogan. “In good times, people are less apt to try new things. In bad times, they have to start to do things better.”
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dwide and Griffins for a mint flavoured toffee pop some years back. Banners were run online and users were encouraged to enter an email and physical address to share some packets of the new flavour with work colleagues. 