Capturing Opportunities in Challenging Times: Marketing and Advertising in a Recession
Marketing decisions made in a downturn have far-reaching impact on consumers, companies and brands for years to come. This paper explores the factors that most influence brand investment decisions and consumer purchase decisions in tough economic times. Every market brings challenges and opportunities but companies committed to managing their brands as long-term assets fair the best.
Brand Personality: Communicating Character and Authenticity in a Digital World
The relationship between a brand and the consumer has never been more important. As individuals we tend to be attracted to confident, compelling and authentic personalities. In the transforming digital world, these traits help companies engage consumers, inspire their involvement, and develop the long-term relationships that drive sustained brand growth.
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