Brands: spend more money - after all, it’s a recession
In a recession it’s natural for businesses to want to save money.
One place where budgets are normally squeezed is marketing and advertising - even the biggest organisations follow this principle - but when you think about it, it isn’t very clever.
In a recession you need to stimulate interest.
And even if your sector’s shrinking, you can always get a bigger slice of the pie by taking share from your competitors.
You can only do this by being visible, being talked about, being top of mind, and being seen as selling something that’s desirable, reliable, or better value than the competition.
To do this you have to communicate.
That’s why smart companies don’t shrink their advertising and marketing activity in a recession – they increase it.