In response to the growing majority of consumers who are abandoning their favorite brands for cheaper options – or simply doing without – many marketers are cutting their branded and breakthrough messaging in favor of direct and concise price promotions.
“This unprecedented flux is creating an advantageous environment for brands focused on the long term,” said Rodney Mason, chief marketing officer at Moosylvania. “Research shows that focusing on powerful creative that more deeply connects with consumers – mixed with budget-focused messages – is the more profitable path. Simply put: with the right design, a recession can work to your brand’s advantage in gaining market share.”