Issue 45

Building Strong Brands in a Fluctuating Market

During the last recession, some brands slashed marketing budgets while others embarked upon brand revitalization efforts. When the economy rebounded, those companies who invested in their brands—Cargill, Boise Cascade and UPS, to name a few—were rewarded. We want to share a few thoughts on what it takes to build strong brands in tougher times. And yes, we believe it is possible, but does take leadership and ingenuity.

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Strategic and discerning, identityWise® shares our perspectives on branding. We explore the brand issues that matter to you. From positioning and brand management to identity design. Actionable insight awaits.

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