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Marketoonist | Tom Fishburne

Marketoonist is the thought bubble of Tom Fishburne. Marketing cartoons, content marketing with a sense of humor, keynote speaking.

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brand drought

December 7, 2008

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December is often a time of year when things quiet down for marketers (except for the spike in agency parties).  But this year it feels dominated by a whole lot of scenario brainstorming and re-planning.  The common theme is how to do “more with less”.

I started kicking around cartoon ideas around “more with less” and the metaphor of a drought came to mind.  While some brands with deep pockets will use this time to maintain spending and grow faster than less-funded competitors, most brands are facing budget cuts like they’ve never seen before.

In a drought, it’s a good time to re-evaluate entirely what you’re doing.  The answer isn’t to just use less water on the same old thing, it’s to try things that don’t take a lot of water.

David Taylor and David Nichols published some handy tips on recession-proof branding recently.  Also, Adam Morgan just re-released his classic book, Eating the Big Fish, which shows there’s a lot you can learn from challenger brands in a recession.

Filed Under: brand management, challenger brands, recession

  • Paid licensing options include high resolution download.
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