Paul Friederichsen, Marketing when the Market Sucks – Part 2 (14:39)
September 12, 2007—Paul Friederichsen, President, market and branding agency, BrandBiz, in the second part of three-part series called “Marketing when the Market Sucks”, talks about the concept of maintaining one’s ad budget expenditures through tough times and the strategy’s long-term payout. Frederichsen discusses selling this concept to the board of directors, what one can reasonably expect from executing a plan of this type, he talks about the situation from the consumers standpoint and the upside of maintaining brand equity awareness through tough times as well as the plan’s dos and don’ts.