Business Week Supports The Stopwatch Marketing Strategy For Thriving In A Downturn
My post of August 26 about thriving in a slowdown has generated more interest and incoming links than I can remember for any post in at least the past year.
So, for those who haven’t read – and/or don’t want to read – that 8/26 post, here’s the gist: Recessions are great times for marketers with intestinal fortitude (and budget). When competition is cutting back, it’s a great time to out-spend and out-smart them, growing, thereby, significant and hopefully permanent market share. My favorite phrase (if I do say so myself) from that post is, “When the competition is afraid of increasing advertising budgets or adding sales staff…that is the moment when you, armed with complete confidence in YOUR strategy, move in for the kill. Confidently. Decisively. Remorselessly.”
Now, I am pleased to point out that no less a respected source than Business Week magazine has taken up the same mantra, in their current issue containing their annual ranking of Best Global Brands. By the way, yes, Coke remains the number one brand.
In addition, you will find much very good online thought along the same lines. Check out Drew McLellan (have you read his book?), Tony Thomas, Marc Babej and Tim Pollack, Tammi Lenski, John Quelch, Tom Asacker and Brad VanAuken, the team at BusinessVoice, and John Jantsch.
By the way, the caption on the cartoon is, “Bear Market threatens double dip recession.” It’s from a really great cartoon site called “Pritchett cartoons.” Here are Pritchett’s legal copy and links: For details on reprint usage or to purchase the original art, Email Pritchett
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[…] can only assume that these guys have been reading all my blogs about thriving in a downturn by ramping up your own marketing spending to bury the competition while they are hunkering down! […]