Why it matters
Marketers the world over are being asked to look at budget cuts and how they can support the business through this financial crunch. But evidence strongly suggests that abandoning investment in brand communications and advertising only helps the short term. Marketers need to plan for this tough conversation and prepare to show exactly what value can be added.
- Fiercely defending spend of any kind in a downturn is unlikely to go well, it’s more effective to have a mindset of “doing your part” to protect the overall results of the business.
- The first step in...