History shows marketers who keep spending during downturns fare much better
Consumer panic buying seems to have peaked, but the brand panic may have just begun. While many brands have slashed spending in the wake of the current crisis, the temptation for more to follow suit will be hard to resist. But research shows that brands cutting spending now will have a harder time when recovery comes. And despite an unprecedented disruption in people’s lives amid a pandemic that could kill hundreds of thousands of people, the current crisis is also creating new opportunities for brands old and new — as uncomfortable as that may be to think about.
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