Paul Friederichsen, Marketing when the Market Sucks – Part 3 (14:22)
September 13, 2007—Paul Friederichsen, President, market and branding agency, BrandBiz, in the final part of three-part series called “Marketing when the Market Sucks” discusses the concept of staying with your brand identity when executing marketing plans through tough times, tracking ones competitors, staying on-message and pursuing a more energetic internet strategy during more challenging times. Frederichsen talks about the advantages and disadvantages of advertising during an election year and his experience on the success of the concept of spending through these difficult times as well as aligning credit option, how to look attractive to consumers when their budgets are limited and where to find help in putting a plan together.