Going the distance during a downturn: Building brands of tomorrow

Marketing spend is often the first victim of a recession. As talks of an uncertain economy and budget cuts deepen, marketers need to find a way to do more with less, and chart long-term brand growth while meeting short-term milestones. Across multiple studies, data points, and insights, one finding is clear: Companies that invest in brand-building amid a downturn emerge stronger, more resilient, and see more long-term benefits than brands that don’t.

by Staff Writer