The 'Economic Realignment' Era

"Recession? Thought about it, and decided not to take part." Sam Walton

As a legend stated: "If you stop advertising a brand which is still in its introductory phase, you will probably kill it... Studies of the last six recessions have demonstrated that companies which do not cut back their advertising budgets achieve greater increases in profits than companies which do cut back." Ogilvy On Advertising, 1983.

"If a company fails to maintain its 'Share of Mind' during an economic downturn, current, and future sales are jeopardized. Maintaining "Share of Mind" costs much less than rebuilding it later on." Hi-Lite Magazine Online, June 2003.

"Make as much noise as possible in dark times. You will be well remembered when it is light again." The Cricket Theory, David Harrell.

"There is ample evidence to support the fact that maintaining or increasing your advertising and marketing investment in slow times is actually more effective than in good or growth periods."

"In times like these, consumers don’t stop spending money. They just spend it more carefully." Marketing in Tough Times, by John Kypriotakis. You can download the PDF click here.