Cyclic Economy and Brand as Savior

It is clearly evident that world economy is going through a complete cycle.Is this the time when brands power will be tested? Yes.

Because consumer has now more choices and limited resources. Inflation has taken away extra share of income and now only counted penis will decide the success of Product.
So it will require a proper space in customer mind, so that at any point of decision marketing it has your brand as its first option.Now here is the twist. When Margin's are shrinking , how to effectively and profitably communicate to customer.

So any brand as a proactive investor has to keep check of economy.It has to predict the market scenario based on economy of world and take corrective action before it becomes a liability. Thats why big brands continuously keeps communicating to customer even in good times. It pays here when time is not good and margins have more than communication responsibilities.

We have a best example of this "Nokia".They built there brand when it was very tough working in the region.Nokia entered the Indian market in 1994. The first ever GSM call in India was made on a Nokia 2110 mobile phone on its own network in 1995. When Nokia entered India, the telecom policies were not conducive to the growth of the mobile phone industry.
The tariffs levied on importing mobile phones were as high as 27%, usage charges were at Rs.16 per minute and, at these high rates, consumers did not take to mobile phones. Nokia also had to face tough competition from other powerful global players like Motorola, Sony, Siemens and Ericsson...
And now it is most powerful with region contributing 11% of its global revenues and by 2010 it expects India to be its NO 2 Market.

Now if they would had started escaping from expenses on communication in good times it would had been really difficult to face hard times and keep the pace of growth same.

As it is well said "You should spend your way out of trouble times not save your way of trouble times"