Rumble in the Brand Jungle

Paul Richards argues that cost cutting of marketing budgets during a recession is a false economy. He lists examples of major brand's corporate missions, all of which centre on delivering value to shareholders, to create, sustain and grow value.

Rumble in The Brand Jungle

Paul RichardsBrandhouse WTS

In an economic downturn a business's costcutting often initially focuses on the marketing budget. Moving it, or part of it, straight to the bottom line creates immediate balancesheet savings and...