A reporter asked me the other day if marketers should weather a recession by putting strategic branding activities on hold and instead focus on tactical promotions that drive short-term results. I don’t know whether the story will run, but I thought I’d share my response. Consumer spending accounts for nearly two-thirds of our GDP. Consumer spending rises and falls with consumer confidence. During uncertain times consumers look for safer bets than during boom periods. So what should brand marketers do? Certainly marketers must create new ways to provide value. Starbucks recently announced the return of its $1 short coffee. Our clients at Best Buy are offering free appliance delivery and recycling. And United Airlines, another BD’M client, is partnering with Visa on a Beijing Olympics promotion. But beyond price promotions, I believe empathy and authenticity become increasingly important sources of brand differentiation in a recessionary environment. During uncertain times we ten
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