May 1, 2011

Three strategies for tough times

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.

We recommend our White Papers on setting budgets and advertising effectiveness. As usual, we welcome your comments.