Brand strategies for an economic downturn

This article reviews evidence from Y&R's BrandAsset Valuator on what happens to brands in a downturn, and draws lessons on how marketers can recession-proof their brands.

Brand strategies for an economic downturn

Julie Bazinet, Steve Saxty and Belle Frank

In financial markets as in marketing, perception is often reality. Today, while all economists may not agree that we are officially in a recession, consumers are increasingly...

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