Recession Obsession: Repositioning Brands Around a Troubled Economy

You know times are tough when "fuel" is a four-letter word and the word "staycation" has a good chance of being inducted into the Merriam-Webster Dictionary. Every facet of business has felt the effects of this economic downturn--dare we say recession--and communications professionals have had to revise their strategies accordingly. This is especially true with regard to branding and marketing efforts, as consumers have modified their behavior and now interact with brands in a very different way. This reality served as the backdrop of a new report released this week by Cramer-Krasselt (C-K), "Shifting Times: What Brands Need to Know to Navigate Today's Economy." The research identified specific trends (see sidebar, page 6) that impact consumers' purchasing practices, as well as the implications these trends have on brands and the communicators who "own" them.

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