When times are tough, brands have new decisions to consider. Here's an overview of how to navigate the water.
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Last week I had the opportunity to speak at the Texas Public Relations Association conference. I spoke on the topic of branding when times are bad. Many assume that branding is less important when budgets are tight and jobs are on the line. Evidence from past recessions, however, advise otherwise. Part of the problem is that people associate branding with advertising. Advertising is only one thread that unwinds from branding. When executed well, good brand strategies affect organizational behavior and drive innovative thinking. Good brand strategies also reduce costs over time.