Virtually every study I’ve seen shows that those brands that continue to invest in marketing during times of economic uncertainty emerge from the downturn much stronger than their more cautious competitors.

Whether or not you are in the position to maintain or increase your budget, there are a number of things you should do to improve your situation in a recession.

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According to the results of a research study that were released last month, $1,000 golf clubs will help you hit the ball farther and more accurately...

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For brand ambassadorship to really take off, the brand has to connect emotionally with a group of people even more important than the end consumer... [more]

“…people are tired of ads in all their forms. They don’t believe anything we say, and it doesn’t work. If you want them to react, to feel or buy, tell them the truth! The truth is the new lie!” [more]

One of the biggest challenges with building a premium brand is maintaining a healthy balance between growing the business and maintaining consistency in your brand communications program. [more]

We've compiled this short youtube video to help you keep your word in 2007. If you know a repeat resolution breaker, pass it on. [more]

Can you, as the principal brand evangelist, defend your positioning, and prove that it drives the long term success of the brand in the marketplace? Absolutely. Here's how. [more]

Everywhere we look, reports confirm that fewer consumers are making purchases purely for material gain … that, instead of acquiring stuff, people young and old are spending their money and time having experiences. [more]

When considering upmarket brands, consumers put more thought and energy into their purchases, do quite a bit more online research and demand more transparency from the upmarket brands they choose. [more]

There’s an unmistakable youth bias in brand communications, and it’s not a new problem. It deals with the unabashed over-representation of younger looking (and acting) people in the marketing messages that we see and hear each day. [more]

Consumers are trading up to the sexy, new brands that offer a more relevant and appealing value proposition, while others are trading down because they don’t see a reason to continue paying higher prices when they can get a substitute product for less. [more]

“Being niche made my brand unique, but I want to go mainstream.” Over the past twenty-one years in this business, I've heard it time and again. “Being a ‘specialty brand’ limits our potential and we want to grow.” [more]

They're everywhere, you just don’t know it. Educated and well read, their highly informed levels of social and global concern play key roles in their purchasing decision. They’re called Cultural Creatives and you just might be one of them! [more]

According to John Dalla Costa, author of New Equities for a New Economy, brand equity is most accurately defined as ‘the sum total of impressions derived from every single source of brand information.” [more]

The timeless search for identity is a fundamental quest for human kind. The answer to the lifelong question, “Who am I” is sought after in an organic process shaped by experience, environment and biology. [more]

Awareness is a critical asset to building upmarket brand equity, and by itself can offer exceptional short-term value. Unfortunately, awareness alone does not build brand equity. [more]

People begin to develop preferences at a very early age. Some babies like apple juice, others water. [more]

The likelihood that your upmarket brand will attain a high level of loyalty from a majority of your brand’s users is about the same as the majority of teenagers in America believing their parents are the coolest people they know. [more]