Reasons To Continue Building Your Brand During A Recession.

No, it’s not blistering economic times, but who likes blisters anyway?

Not to make light of the situation, but there is still business to be done out there. If you sell a viable product or service, and you love what you do for a living, recessions have the potential to be fun.

Yes, fun.

It’s a time to step back and define what you’re great at, what needs work and what you should probably no longer be doing. In essence, it’s an opportunity for you to get better at what you do, which is gratifying. And gratification is fun.

So is building your brand. In fact, it practically requires that you have fun. And don’t let the word ‘fun’ mislead you into thinking that this is brand-building is an indulgence. Recessions are not only an imperative time to get your (well-honed) message out there, as you will see in the following posts that follow, investing now will benefit you long-term, also.

Now you may ask, ‘shouldn’t we just be looking to survive?’

That may be true for some, but survival rarely comes from a place of passion. For the passionate, thriving — during any time — is the goal.

And passion is the fuel.

Over the next few weeks we’ll share with you, why — and in some cases how — you must apply that fuel now:

“Losers cut marketing in a recession, and the result is they simply accelerated their loss in market share after the recession.”

— Larry Light, past global CMO of McDonald’s

Of course this is the former CEO of one of the world’s fiercest and most successful marketing machines. Easy for him to say. So how do we apply their advice to the situation of us little guys? We could start by asking ‘Why is McDonald’s successful?’ There are many reasons but let’s boil it down to three basics: research, systems and marketing. They use research to identify trends, then they ask questions and — most importantly — listen to what customers want. Now you and I don’t have the budget to research the way Ronald does, but we do have the internet, and more often than not it’s a very lucrative place to dig for information. And all it takes is an investment in time.

What the big guys do with the information they attain, is they test it. On different people in different geographical regions to see if their latest marketing idea will be accepted. They ask questions, and use the responses to shape their ideas into being even more acceptable. And when they feel certain they have a winner, they plop it into their system and launch it. Sometimes it’s a massive hit (The Justin Timberlake infused ‘i’m loving’ it’ campaign launch). More often than not it’s a success (summer movie collaborations). And
sometimes they flop in many markets, but the moderate successes they do have can turn the product into once-in-a-while promotion (McGriddle and the McDLT).

The result is a business that continues to profit, grow and dominate their category. Worldwide and during any economic condition.

No wonder they’re known as The Golden Arches.

Who Nose the true Story?

Who Nose the Story? Ten years into the great depression, the year is 1939, Bob looks across his shabby two room apartment at his wife lying on the couch; the same place she has been fighting terminal cancer for the last two years. His mind drifts towards the endless growing pit of medical bills that

The Best Job on Earth!

The Best Job on Earth! So here’s the skinny, you do the same job every year, work tonnes of overtime, deal with billions of clients, have huge manufacturing flows, wear a funny uniform, live at a freezing work camp, your boss gets all the credit, the nearest Starbucks is a thousand miles away, and you

Santa’s Even Bigger Than Coke!

Santa’s even bigger than Coke! As Forbes put it: “He runs a multinational enterprise that combines uncanny customer intelligence, superb information management and world-class service. He leads a logistical tour de force that spans the globe and delivers the goods, just in time. And he does it all with a warm – some would say


Ok so where to start? It’s hard to just dive into cold calls, even warm calls so I suggest the warm email to your advocates. So who are your advocates? In business they are past and present clients, associates, vendors and partners that would actively refer you business if the opportunity arose. In personal life

Back to the basics of Sales (HELPING).

Returning to the office after a year of struggling through a family emergency, I realized that It was quite a bit harder to get back into it than I thought. The confidence level was down and my personal well of contacts leads and inquiries had all but dried up. It was like starting all over

“We have a philosophy and a strategy. When times are tough, you build share.”

  “We have a philosophy and a strategy. When times are tough, you build share.” — Procter & Gamble CEO A.G. Laffley As this CEO of P&G points out, making it during a recession is largely about adopting a fearless attitude, a well thought-out plan and the courage to believe-in your approach, then combine them all

Branding on Sale!

“It is well documented that brands that increase advertising during a recession, when competitors are cutting back, can improve market share and return-on-investment at lower cost than during good economic times.” — John A. Quelch, Professor, Harvard Business School An ivory tower kind of guy who most of us small business people can’t relate too.

Branding in the Recession lists 17 recessions since the Great Depression.  So it’s not the first time we’ve been here, the exciting thing is we can look back and learn some things from it.  One of the key themes in all of my research into it is that the Great Depression brought people together. It became one of the