CONFIDENCE IN YOUR MARKET?

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 ...

Preserving your reputation

It's the little things that can cost your years of effort to build your brand image. A prominently branded vehicle blew past me on a speed-restricted country road the other day. Not only was the driver seen to be exceeding the speed limit by 50 - 100 %, he also overtook on a solid line and tailgated numerous other drivers on the road. Joggers, cyclists, horse riders, dogs and other drivers were certainly at risk.

However infuriating the experience must have been to various road users, not to say downright dangerous, the joke may end up being at the expense of the brand. Reputation is something that takes a very long time to build up but is highly fragile and easily broken.

What's my point? I guess that people who openly represent brands, such as driving a vehicle with logo and contact details prominently displayed, need to watch their P's and Q's. In this case, the company concerned trades in the field of Sustainability Projects. Surely, I mused, sustainability begins with driving carefully, using as little fuel as possible and also showing respect for both human and animal life?

There's certainly no way I would have any respect left for a company whose officials behave like this and most probably many other road users have moved from being brand supporters to brand detractors.