6 October 2009

After the Bush years, it's refreshing to hear the wisdom emanating from The Whitehouse.

One current mantra of the Obama administration is "Never let a crisis go to waste". It's a concept that's particularly relevant for businesses during these white-knuckle times.

Recession is a pure Darwinian struggle. It sweeps away the weak and allows the strong to thrive. With fewer businesses around, there's more room for well-adapted brands. In hard times, the people who know what they're doing grow even stronger.

now is an opportunity

Recession presents opportunities far beyond the baseline goal of survival. If you have nerve, you carry on spending on your infrastructure and marketing. You simply spend with more caution and a clearer eye on getting value for your money - just as your customers do.

As fewer companies market themselves, the ones that do find their voices are heard more clearly. They get bigger returns for their investment and improve their market share for less money than in the good times.

which brands will prosper?

The silver lining belongs to the brands we trust. Difficult times do few favours for edgy brands and newcomers. When we crave security, we turn to names we feel safe with.

Now is the time to re-confirm old values and work even harder to build brand loyalty. Silly deals and unbelievable claims cut no ice. People want real propositions relayed using honest communication.

Whatever side of the marketing fence we're on, we're all people. Funny how we forget the obvious. In the down times especially, understanding what people want allows us to create gains to sustain us until the weather changes.

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