In a previous article I referenced Mark Twain’s quote, “history doesn’t repeat itself, but it often rhymes.” If true, then this is a poem about marketing in a recession by reflecting on lessons which I will attempt to freshen... Ok, no more poetry. I recently revisited the WikiBranding articles I wrote during the 2008-2009 meltdown that spotlighted best practices from a range of marketers. It struck me that those of us who guided businesses through The Great Recession can share lessons we learned with managers for whom this downturn might be their first. (Bob Barrie, Stuart D’Rozario and I had just co-founded BD’M; learning how to navigate the recession was not a choice!) Who decides if we’re in a recession? Spoiler alert: the consumer decides. News stories about the economy lead us believe we’re in a recession – the “R-word” is having its moment. Economists might say otherwise, based on their often used definition of a recession, i.e., two consecutive quarters
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