Maintaining Your Brand During A Recession

The way some high-end retailers are maintaining their brand strength is buying lowering prices, per USA Today.

It's an interesting approach because the retailer doesn't have to risk their reputation, but can still keep profit margins. The consumer doesn't have to trade "down" and can shop at the same stores. A win-win for all.

The companies that have been discounting, mainly Saks, have sullied their reputations.

Yet, customers still love a bargain... otherwise T.J. Maxx and Marshalls would not be tallying double digit increases.

My question is how come the prices can be lowered enough to be considered affordable and the company still makes a strong profit? Where's the "sweet spot" in this equation? Those who can figure this out will continue to do well once the economy rebounds.

Allstate's Hispanic Value Message

Per MediaPost.com, Allstate is targeting Spanish-speaking consumers by promoting service and value. The brand is strong for this demographic and the difference between the general market is this group has already gone back to basics. Just another example of value positioning, without denigrating a brand.

Focus

Now that I've been blogging for a few weeks, I've decided it's time to focus on a few advertising/marketing issues, instead of just random issues I browse upon.

The five areas I will continue to blog about are:

1) Brand image versus value in a recession economy.
2) Online media trends. How does shifting budgets from traditional advertising generate better results?
3) Finding new markets in this economy. This includes elder care, medical records, environmental technology and other areas that are growing.
4) Customer retention programs. How to stay relevant to your existing customers, whether it's through social media, CRM programs or events.
5) The use and application of research to marketing/advertising decisions. This includes TV ratings, DVR usage, qualitative versus quantitative information, and measuring results against objectives.

The other items that don't fit these parameters have been deleted.

If you have questions or insight about any of these topics, please feel free to contact me by posting a comment.

Happy reading!