In a challenging market, what's your marketing mindset?

Welcome to this week of marketing. My name is Jason Pantana. I'm your host,

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We publish this show this week of marketing on a weekly basis. So we can talk about what's happening

and what's relevant and where the opportunities exist in marketing. So without further ado,

let's get on with it. Market leaders don't follow the market. Market leaders double down and rise,

especially during downturns, especially during times of hardship. Go back to the Great Depression,

for instance. When everybody was freaking out, it was insanity. All these major companies were

pulling their advertising budgets, but guess who wasn't? Proctoring gamble. Proctor gamble said,

no, we stay the course. They continued their advertising. And when they did that while everybody

else was just dropping like flies around them, they cemented themselves as the dominant market force

during that period of time during their present state. There's a ripple effect. They also

position themselves to be the clear market leaders for generations thereafter. Here's the principle.

The work you do now from a marketing standpoint is going to determine your brand of the future.

So what are you building? And it isn't just proctoring gamble. Think about Apple. When did Apple

release the iPhone? Well, the answer is in 2007, literally going into the Great Recession.

The question is, did the recession help or hurt them? And I would make the argument. It helped

them because they were in a market environment where everybody else was freaking out. Once again,

just like what Proctor and gamble was up against, everybody was cutting their spend. Everybody was

playing small. Everybody was retracting and trying to play it safe, but not Apple. Apple doubled,

...