If you’ve worked in marketing over the past five years, chances are you’ve stumbled across Les Binet’s articles, videos, or in-depth analyses on what brands should do or avoid doing in a crisis: price promotions to counter sales decline can be a “recipe for disaster”; pulling back on media spend creates opportunities for braver brands; and emotional creativity can make your budget “go 11 times further.”
But let’s be honest, when the proverbial shit hits the fan, the theory is hard to put into practice. When sales are decreasing, anything that doesn’t scream “buy now!” feels risky.
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