How life changes so quickly

Only a few months ago, the so-called experts were talking up the great recession. News headlines continually dampened market confidence and importantly the confidence of many a decision maker.

Today, headlines are screaming 'Growth' and 'Recovery'! How quickly the tide turns. And for how long?

There is no doubting the severity and depth of the financial crisis. The future economic outlook continues to be a real concern. But the scarcity of debt and an uncertain environment of softening demand has had the effect of shaking out much waste. Many companies have been forced to re-think their fundamentals and challenge their core business focus and brand strategy.

As GSG enters our 12th year of operation, we thought it might be interesting to dust off some of our brand strategy thinking from early this decade when times were last reported as 'tough'.

What struck us was that the principles of good brand management have not changed. Indeed, while the element of 'good fortune' can never be discounted, the winners emerging from our recent market challenges will be those who have applied a number of the principles observed behind confident brand management.

• A clear view of the market and their customer, particularly their changing expectations and purchase context
• A clarity of what makes their brand relevant and different
• Flexibility to adapt their response without compromising the disciplines that protect their brand's core attributes
• A willingness to continue to invest against what matters while ruthlessly cutting peripheral activity
• A preparedness to make some tough decisions now with one eye on the future.

See what you think:

http://www.gsg.com.au/thinking/detail.php?id=91

http://www.gsg.com.au/thinking/detail.php?id=92