Strategies from a new generation of challenger brands

While some marketers begin to start the uphill struggle against restricted promotional budgets, some brands have always had to operate on limited resources.

Strategies from a new generation of challenger brands

Adam Morgan eatbigfish

As we move into what looks to be the most severe downturn most of us have worked through, we will obviously need to consider what changes and what stays the same in how we approach brand building, marketing and sales.

The tendency will be to think in terms of a profound change in tactics. But I would argue that what is needed is a profound strategic shift in the way we think about marketing, and using what we have to build stronger relationships with consumers.

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