Looking Up - People Are Looking for Guidance

This article focusses on the reassuring role well-marketed brands can play for consumers in times of economic hardship.

Looking Up – People Are Looking for Guidance

Last week's grim news about unemployment portends no easy going for the economy in the near term. But it does point to an opportunity for marketers —especially those with a sharp eye on the future—to build their brands. As the economy spirals down into territory rarely visited since the end of WW2, consumers are anxious about what to do and how to cope; thus, they are looking for guidance, help and support.

Marketers should act decisively right now to teach people how to manage their way through these uncertain times. In doing...

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