Economic volatility leads to marketing paralysis among brands, with decision makers hesitant to commit to spending. However, historical examples show that brands like Netflix and Hyundai thrived by viewing marketing as a strategic investment rather than a discretionary expense. During downturns, smart companies recognize the opportunity to increase market share through bold marketing decisions, pushing forward instead of retreating, while others falter by cutting budgets. Learning from the past highlights the critical role of adaptive marketing strategies in uncertain times.
The common thread? These companies didn't view marketing as a discretionary expense to be cut during uncertainty. They saw it as a strategic lever.
Decision makers find themselves frozen, unsure whether to commit to long-term advertising contracts, unable to accurately forecast costs.
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