Wednesday, October 15, 2008

Turbulent times bring creative marketing opportunities: a view from a Canadian strategist

While in British Columbia this week, I had a chance to get some added perspectives on branding amidst questionable economic times. Here are highlights from a piece in the "Globe and Mail" newspaper by Andrea Southcott, president of ad agency TBWA\Vancouver

Tough times mean the pressure is on for marketers.

To get through, you need to look reality squarely in the eye, see where your brand is weak, see where you're strong, and develop a strategy for moving forward. If you're a marketer, the pressure is on because everyone will be looking to you to make things better.

Fortunately, there are some time-honoured principles to help guide you and potentially even strengthen your brand.

1. Put away your budget-cutting scissors

2. Put away your price-slashing knife

3. Be ruthlessly honest with yourself

4. Be creative

5. Wrap your customer in a warm blanket

6. Learn from history

Read the full story at

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