If you can continue investing in advertising, do so. Going dark is expensive to recover from and carries See a recession as an opportunity for growth. If your rivals are cutting their spend, gains in SOV can be made without increasing brand advertising investment. Exploit weakness among your competitors. Most drivers of change in category demand affect all players more or less equally. Therefore, the investment in a brand relative to category competitors will determine performance during the recession and the recover y. Put your budget behind proven brand-building strategies. Warm, emotional advertising drives stronger long-term business success. Collect the evidence and make the case for continuity wherever appropriate.
