Insight and Innovation During a Recession

Well, it's interesting to see how companies are reacting to our current economic condition.  It's not hard to tell which companies will increase market share and brand health and which companies will fade away.  Great companies push their creativity to the limit.  They understand that NOW is the time to attack.  They understand this environment is perfect for beating the competition.  It's amazing that more companies don't understand this philosophy.  

Innovation is key to growth under these conditions and in order to take advantage of this opportunity, gaining real and actionable insight is paramount.  Now is the time to tap into consumers.  Why? Let's see:

1) They want to be heard

2) They are just as creative as marketers

3) There expectations from companies is higher than ever

4) If you watch them and listen to them, you will understand

5) They are the critical element to growth as it relates to new products and services, advertising, branding initiatives and everything sacred in the Brand World.

Let's be real.  Great companies understand the above already and sometimes need a reminder.  The others.  Well, they may not be here long enough to read my next blog posting.

See a great article on winning companies in a recession: 

http://www.scribd.com/doc/7439356/Innovating-Through-Recession-by-Andrew-Razeghi-of-Kellog-School-of-Management