- During tough economic times, if you stop advertising a brand that is still in its introductory phase, you will probably kill it.
- All of the past century’s recessions have shown that companies that continue to advertise gain market share.
- During WWII, the British government prohibited the marketing of margarine under brand names. Unilever pulled one of their brands from the shelves but continued to advertise its name during the war. The result: When the war ended and all margarines could be marketed under brand names again, that brand led the pack by a long shot.
Moral: Don't be stupid. Save up advertising budget when times are hot, then use it during recessions.