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BRANDING: Branding and the recession

We reveal how to brand your B2B business throughout recession

A "challenging year" is what CEOs say in their introduction pages of leaner annual reports on the back of a difficult one. Indeed, it has been a challenging year for the B2B industry. The collapse of business airline Silverjet, and across the pond, Eos and Maxjet, illustrates how B2B business spend moves when pennies are tight. And of course, how elusive the business audience can be when it really counts. And it's not over yet.

But it need not be all doom and gloom. While economic recessions are inevitable, B2B brand recession need not be. In this climate of uncertainty, a considered and well-founded approach to building brand equity is the best antidote to the affliction of business cut-backs.