Just Asking

‘How would you use marketing to blunt the severity of a possible ’08 recession?’

The honesty of your brand and your messaging will do that. Stay in your lane and stay focused on what you need to get your point across. —Rob Stone, co-founder, co-president, Cornerstone, New York

To thwart a recession, you need a big idea, executed by a consumer, in a viral video, distributed via social network sites and backed by quantifiable ROI. Isn’t this the answer to everything? —Michael Mark, CEO, cd, NYCA, Encinitas, Calif.

Be the brand that matters in the heart of the consumer. Focusing on the relationship we build and sustain, not the transaction, will dominate our marketing thinking in 2008 and beyond. —Steve Knox, CEO, Tremor, Procter & Gamble, Cincinnati

While it is unusual for a recession to occur during an election year, nevertheless, my advice to marketers would be to stay in. As other marketers cut back, your share of voice is going to increase. In other words, you’ll be more visible for less money and you will come out of the recession with greater momentum. —Joe Abruzzo, evp, director of research, MPG North America, New York

I don’t think we’ll see a marketing recession with online ads. The cost benefits and ROI are too compelling. It’s recession-proof. —John Furrier, founder, PodTech Network, Palo Alto, Calif.

The traditional reaction . . . is to cut spending on marketing communications. We see this . . . as an opportunity. Because the landscape gets quieter, it presents a chance for our clients to stand apart, be more visible, and then emerge stronger and with more awareness when things return to normal. —George Irish, president, Strategis, Stoughton, Mass.

People are always loyal to strong brands. Stick to the basics, stay in front of the audience. —Jean Manasian, president, Manasian Inc., Waltham, Mass.

Diversification. We’re looking into hemp farming. —John Coleman, CEO, Via, Portland, Maine