brandgym survey: Post-Recession Branding

1. brandgym survey: Leading brands out of the recession

This survey asks questions about strategies used by brands to cope with the current recession, and seeks to identify which approaches are long-term ones, not just quick fixes.

If you are an agency/consultancy person, please answer the questions thinking about the brand(s) you work on, rather than the company you work for.

1. Please tell us your name, job and the company you work for. Just so we can track who has replied. We promise to not use your name without asking permission :-)

Please tell us your name, job and the company you work for. Just so we can track who has replied. We promise to not use your name without asking permission :-)

2. What effect has the recession had on your business in the last 12 months? And what effect do you think it will have in the next 12 months?

	Very bad	Bad	No effect	Good	Very good
Actual effect of the recession on brand in the last 12 months	What effect has the recession had on your business in the last 12 months? And what effect do you think it will have in the next 12 months? Actual effect of the recession on brand in the last 12 months Very bad	Bad	No effect	Good	Very good
Forecast effect of the recession on brand in the next 12 months	Forecast effect of the recession on brand in the next 12 months Very bad	Bad	No effect	Good	Very good

3. Which of the following approaches (from the brandgym paper on "Recession-Proof Branding") have you used in the past 12 months to cope with the downturn?

	Have not used	Used, and it worked well	Used, and it did not help
Cutting prices	Which of the following approaches (from the brandgym paper on "Recession-Proof Branding") have you used in the past 12 months to cope with the downturn? Cutting prices Have not used	Used, and it worked well	Used, and it did not help
Upping promotional spending	Upping promotional spending Have not used	Used, and it worked well	Used, and it did not help
Sharpening the brand positioning	Sharpening the brand positioning Have not used	Used, and it worked well	Used, and it did not help
Creatively cutting costs, without cutting quality	Creatively cutting costs, without cutting quality Have not used	Used, and it worked well	Used, and it did not help
"Killing dwarves" = cutting under-performing products/services	"Killing dwarves" = cutting under-performing products/services Have not used	Used, and it worked well	Used, and it did not help
Growing the core business	Growing the core business Have not used	Used, and it worked well	Used, and it did not help
Boosting differentiation to stand out	Boosting differentiation to stand out Have not used	Used, and it worked well	Used, and it did not help
Using every bit of the brand to sell (e.g. pack, website)	Using every bit of the brand to sell (e.g. pack, website) Have not used	Used, and it worked well	Used, and it did not help
Engaging/Mobilising "brand fans" to promote the brand (employees and loyal consumers)	Engaging/Mobilising "brand fans" to promote the brand (employees and loyal consumers) Have not used	Used, and it worked well	Used, and it did not help

4. Now, thinking about these approaches to Recession-Proof Branding, which are short-term fixes? And which do you plan to use as long-term growth strategies?

	Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
Cutting prices	Now, thinking about these approaches to Recession-Proof Branding, which are short-term fixes? And which do you plan to use as long-term growth strategies? Cutting prices Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
Upping promotional spending	Upping promotional spending Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
Sharpening the brand positioning	Sharpening the brand positioning Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
Creatively cutting costs, without cutting quality	Creatively cutting costs, without cutting quality Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
"Killing dwarves" = cutting under-performing products/services	"Killing dwarves" = cutting under-performing products/services Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
Growing the core business	Growing the core business Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
Boosting differentiation to stand out	Boosting differentiation to stand out Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
Using every bit of the brand to sell (e.g. pack, website)	Using every bit of the brand to sell (e.g. pack, website) Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all
Engaging/Mobilising "brand fans" to promote the brand (employees and loyal consumers)	Engaging/Mobilising "brand fans" to promote the brand (employees and loyal consumers) Short-term: relevant only during the recession	Long-term: will carry on using after the recession	Not relevant at all

5. Finally, a question focusing on core brand renovation (growing existing products or services) versus stretching your brand into new markets.
Where was the focus before the recession? Where has it been during the recession, and where will it be going forward?

	Was the focus before the recession	Focus in the past 12 months	Focus for the next 12 months
Selling more of the products/services you already have (i.e. no new products at all)	Finally, a question focusing on core brand renovation (growing existing products or services) versus stretching your brand into new markets. Where was the focus before the recession? Where has it been during the recession, and where will it be going forward? Selling more of the products/services you already have (i.e. no new products at all) Was the focus before the recession	Focus in the past 12 months	Focus for the next 12 months
Extending the CORE range of product/services (e.g. Dove Bar launching a new version, Dove Refreshing Green Bar)	Extending the CORE range of product/services (e.g. Dove Bar launching a new version, Dove Refreshing Green Bar) Was the focus before the recession	Focus in the past 12 months	Focus for the next 12 months
Stretching the brand with new products/services into NEW markets (e.g. Dove launching into baby cleaning)	Stretching the brand with new products/services into NEW markets (e.g. Dove launching into baby cleaning) Was the focus before the recession	Focus in the past 12 months	Focus for the next 12 months

6. Please add any other thoughts about how to lead brands out of the recession. Thanks for your time!
David and David

Please add any other thoughts about how to lead brands out of the recession. Thanks for your time! David and David