May 27, 2009 | Tags:
planning, recessions
Well, it might sound like we are lifting our heads from the trenches of a recession too early, but we are clearly seeing signs of recovery questions. For example, here are the top three we have received in the last three to four weeks:
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The definition of insanity is doing the same thing time and time again, but expecting different results. The combination of all the brands we are working with through the recession have taught us that those who are succeeding are facing head on - and answering some, if not most of - these questions when they are planning and executing marketing programs.
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By now you must have seen or heard about Jon Stewart’s beat down of James Cramer (Mad Money and CNBC fame) last Thursday. This was the culmination of a week of chastising the money maven and his less than frank advice and energy about financial recommendations - recommendations that many citizens took in good faith from a TV channel supposedly known for its expert advice. Though this sounds bizarre, in our opinion it is a symbol for how people want to consume information (honestly and connected to their journey). A large number of the comments on the site talk about trust that was betrayed or expectations being consistently damaged by Cramer, clearly proving that delivering against promises is a big thing right now.
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In Part Two of this blog we continue with the remaining 4 observations from Tuesday, January 27, 2009.
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Even my sister’s children in the UK say "we are now in a recession." That may not be a surprise if they were adolescents but they are both less than ten years old. To some that argues that adults have been in denial for a long time and children are very open to tell the truth when they see it happen. It certainly took the US government over a year to acknowledge that we were in a recession. The essence here is that if it takes a year or so to flag an economic downturn and a quarter or two for our marketing to react, then we need to think now about the upturn. To build for that and take advantage of riding that wave might take as long, so we cannot afford for our marketing to be that slow to react to the upside as for many of us it is in the downturn.
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The big question is, are you a "recessionista?" It is there in the pages of US Weekly a comment about a pair or $248 torn designer jeans worn by Mandy Moore, not exactly being a recessionista’s view of fashion in a recession. Well, you might want to ask yourself if your reaction to the big “R” word has been more like a recessionista - a fashion statement - or more like a genuine reaction to bigger changes and the need to use the shock opportunity to sort your house out. If growth is a panacea for all evils, then recessions are the moments of shock that allow you handle the aspects of your marketing that may have been nagging at you for a while.
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This might be a really mixed set of variables to talk about but they actually form part of the same debate. When times are tough branding takes a back seat and demand wins over. Part One of this blog pair (Wed Sep 3) talked about the need to ask more questions about what we want to do online as new calendar planning occurs. Part Two also involves asking some hard questions about how you plan and re-align on these two areas for next year.
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In the US the return from Labor Day marks the end of the summer period. One very short burst of time before we head into the process for fourth calendar quarter executions and planning for the next calendar year.
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May 27, 2008 | Tags:
planning, recessions, testing
As we come towards the end of the primary season (we hope), there is a good metaphor we should be thinking about. Primaries give us a good opportunity to road-test candidates before we vote for one. There are lots of ways they get tested; ability to travel well, ability to raise funding, ability to respond to questions - some abstract and some irrelevant but all probing. Well ask yourself how on many occasions and how well do we actually run alternative communications programs and tactics before we decide on one?
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