Brand advertising is not about profiting in recession it is about investing now so you can capitalize during the recovery. Without advertising, a brand’s perceived value often fades quickly - its pricing power erodes. If value is not perceived by the consumer, then a brand might as well not exist. Marketing isn’t just a cost center it is a driver of growth, a creator of pricing power. If you can afford to keep investing in brand-building, you can gain market share in times of economic trouble and help accelerate the recovery. What drives a fast recovery out of a recession? Historic data tells us it’s continued investment in brand-building. But we are starting to focus on the next phase where many companies will hopefully come out of the existential response phase and want to start selling again. Each company is facing a different scenario on how to respond right now in a way that builds trust with all stakeholders, and my colleague Ty Heath has done some very thoughtful work on that topic. The immediate needs clearly center around the health crisis. My team is focused on looking a few months out and developing strategies to help marketers navigate the medium- to long-term impact of the crisis. What is the most pressing issue to you and your organization right now? Jann Schwarz, Global Director, B2B Institute, LinkedInġ.

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