Letters

The Bear Necessities
There’s the beginning of a big idea in your news story “Stocks Rattle, Ads Roll” [Adweek, Sept. 7], which reports on how financial services companies are ready to reassure their investors when the stock market takes a dive. Sometime soon that dive will go deeper and stay down longer, and all marketers and their agencies will find themselves between the proverbial rock and a hard place–defend the long-term customer value of brand-name equity, or give into the pressure for boosting short-term stockholder value?
The last time the market took a deep, long dive, too many marketers chose the latter.