Global and national economic times are tough, yet we face some of the toughest challenges as humankind ever. The future of our economy as we know it, growing poverty and the huge challenge caused by the impact of our civilisation on the environment - global warming.
Somewhere inside these issues lie golden opportunities for the entrepreneur - with the mind of the fox.
Many clients are cancelling advertising budgets - an easy target during times of recession. Yet, are you ready to throw away all of the past equity you have added to your brand by diminishing your marketing efforts? Advertising and other media promotion efforts are strategic endeavours. Brands are not built overnight, but rather along the lines of a consistent long term campaign, supported of course by product performance or service that meets the promise.
As a strategic long term effort, it is hard to contradict what the Harvard Business School has to say about holding the lone during difficult times:
“The company courageous enough to stay in the fight when everybody is playing it safe can bring about a dramatic change in market position.” HARVARD BUSINESS REVIEW
The gift of the 21st century is the gift of choice. How many businesses have had the foresight to test and try all the new media presented by the digital age? It's not necessary to cancel or postpone your marketing efforts. Maybe adjust the channels ...
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