Never underestimate the power of a strong brand.
In a climate of declining consumer spending, a healthy brand strategy will yield positive returns. Brand loyalty and a customer fan base is an invaluable asset, not in terms of growing share of wallet, but retaining it in the face of lower-priced value alternatives. Brands that continue to build their equity during a roller-coaster economy will be poised to enjoy a return to a more prosperous ride when the economy inevitably takes a more upward and steady swing.

Accentuate the positive.
Not everyone loses out in a down economy. A look back in time will teach us that in a tight economy luxury brands survive remarkably well as well as their counter parts - the value players who focus on discount sales will also flourish. The real quandary comes in the middle. Focus on perks, and programs that delight and reward your loyal fan base, while differentiating your brand from others - in essence elevate your brand and rise to the occasion while leveraging the bond you already have with your customers. Consumers are savvy so sincerity and simplicity is key - no ploys, no overt data mining, no jumping though hoops, just honest brand integrity.

Fine-tuning the strategy and the brand
The idiom still stands today that Sales is selling stuff you have and Marketing is making sure you have the right stuff to sell. The 'who' in the marketing strategy may need to be re-focused, the 'what' may also need a close up review. Shifts in buying habits, market proliferation, and general changes in people's broader lives and attitudes may mean that the brand proposition needs re-framing to ensure it's relevance and appeal.

Think about innovation in an innovative way
Innovation does not always result in invention, it is however a powerful philosophy. Think of your brand as an advocate for the consumer - How can you help people save money or energy or time; what can't they live without; what will represent new luxuries? Integrated brand communications is a requirement not an elective in today's complex marketplace. A strong commitment to continued marketing and brand investment along with an inventive approach will help businesses manage through a tough economy with a strong customer fan base still in tact, and better position your brand for long term success.