How are our brands doing? (Landor Perspectives 2010)

Susan Nelson from Landor Associates argues against the case that brands in a recesson must focus on immediate sales and brand building, rather than longer-term equity goals.

How are our brands doing?

Susan Nelson Landor Perspectives 2010

Already this recession seems to go on and on. But almost worse, and certainly more annoying than the real financial damage to so many, is the cacophony of punditry on what it means for the brands of the United States

Some are saying that this crisis demands focus on immediate product selling and brand building and that maintenance needs to be on temporary hold. That may be true for companies on the verge of collapse (and you know who you are), but that sort of thinking creates a paradox....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands