Home > Uncategorized > Brand building and fear

Brand building and fear

I found this great article that talks about addressing the fear factor during a recession.

The essence of this story is that in times of recession, people are scared. Scared of their future. Scared of their present.

And that drives decision making.

I think it was The Harvard Business Review that recently talked about segmenting customer by the types of behaviours seen in a recession. According to HBR the 4 segments are

The  slam- on- the- brakes.

The  pained- but- patient.

The  comfortably- well- off.

The Live-for-today.

The first two segments mentioned above are the most affected by a recession and the fear of the unknown guides their behaviour. In these times brands that deliver confidence to the consumer stand to gain.

It cannot be business as usual.

The article I mentioned above, provides an interesting perspective.

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