Firms that are able to increase advertising during recessions are likely to have stronger future earnings, according to a new study by researchers at Oregon State University and Western Oregon University.
In a study of U.S. recessions, McGraw-Hill Research analyzed 600 companies from 1980-1985.
Differentiation, of course, exists, but does so on the basis of a product or service actually owning values — real or perceived, rational or emotional — and occupying a real place in the consumers’ minds — beyond the consumers just being aware of them.
1. Don’t be overly obvious. Sterling is a lovely word, especially in the United Kingdom where it defines the basic British monetary unit and has come to mean “of the highest quality.” But it is so obvious a choice that more than 700 U.K. companies have the word “Sterling” in their name.
At the start of the year, it all seemed to make perfect sense. PepsiCo decided that Tropicana, one of its biggest brands, was in need of a major brand overhaul. In January, the company told assembled journalists to expect an ‘historic integrated marketing campaign’ and a redesign that would ‘reinforce the brand and product attributes’ and ‘rejuvenate the category’.
