Current economic conditions mean your category is in flux. You and your competitors face tough choices. You have your brand to protect, so you have three strategic choices: spend less, spend more, or pretend nothing’s changed.
Ignoring the fantasyland of choice #3, what’s the best strategy for you?
Choosing between cost-cutting and aggression is easy, once you ask yourself a simple question: which strategy do you hope your competitors will follow? Then do the opposite.