Recession Strategies – While no one likes the recession it

While no one likes the recession, it can be a pleasant moment of silence as companies plan a strategy to increase brand awareness, offset investments in marketing and product development, and make marketing re-equipping more strategic and valuable as the economy recovers. The disadvantage is that even in the logically cold and logical B2B markets, the best brands after the recession are those that have a clear advantage over those that depend on brand awareness and marketing. Marketers must improve their strategic game and demonstrate their value as revenue and profit generators, and quantifiably demonstrate how marketing and brand investments stimulate customer acquisition. As brands look into today’s storm clouds, they should take stock of their current brand and marketing and assess their ability to take advantage of a slowdown by minimizing or, better yet, increasing their investments. If you find that our thinking about brand strategy and brand management is insightful and want to know you, your marketing or management teams better, we can develop a training and development commitment tailored to you. During the last two major periods of recession – the recession of 2000 and the Great Recession of 2008 – B2B brands that had wisely chosen to come out of the recession were in a much stronger position, while those that saw the brand potential of a recession were in a much stronger position. Thus, while traditional companies that have only invested in product development have new intellectual property as the economy recovers, those that have also invested in brand development have the attention of the market. No one will say that recessions are bad for sales and profits, and the general idea in B2B is to curb spending on sales and tactical marketing, lower prices to encourage buying, and invest everything in product development. Recessions have a great capacity to reshape the market, and the brand landscape that emerges from a recession is often very different from the one that preceded it. Companies with strong brand awareness and something to sell are much more likely to have a successful formula to succeed in the marketplace later, while companies with new and innovative IP are more likely to be their acquisition targets. Recessions make markets calm, an opportunity for forward-thinking brands to invest in brand awareness, tell stories, convey unique value, and gain a greater reputation. However, it is often the case that brand investments are interrupted at the same time, leading to a low market presence. We focus on sharing experience that fosters in-depth discussions about branding and brand management and fosters community among marketers. Take a look at the space your brand occupies in the landscape and decide if your unique performance promise is the one that best promotes success when the economy recovers. Product development is important, but it should not be at the expense of brand awareness. The B2B congress in general – and the high-tech congress in particular – says that in times of recession, investment should focus on engineering and product development.