Articles

When economic trouble hit, the reflexive corporate response is predictable: slash the marketing budget. In the boardroom, brand building is frequently, and mistakenly, categorized as a discretionary overhead, a luxury to be minimised until the macroeconomic storm passes and everything can return to ‘normal’. However, a retrospective look at historic downturns reveals a counter-intuitive truth. While average companies cut costs to survive a recession, category leaders increase