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.

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* 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 :-)

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* 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
Forecast effect of the recession on brand in the next 12 months

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* 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
Upping promotional spending
Sharpening the brand positioning
Creatively cutting costs, without cutting quality
"Killing dwarves" = cutting under-performing products/services
Growing the core business
Boosting differentiation to stand out
Using every bit of the brand to sell (e.g. pack, website)
Engaging/Mobilising "brand fans" to promote the brand (employees and loyal consumers)

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* 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
Upping promotional spending
Sharpening the brand positioning
Creatively cutting costs, without cutting quality
"Killing dwarves" = cutting under-performing products/services
Growing the core business
Boosting differentiation to stand out
Using every bit of the brand to sell (e.g. pack, website)
Engaging/Mobilising "brand fans" to promote the brand (employees and loyal consumers)

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* 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)
Extending the CORE range of product/services (e.g. Dove Bar launching a new version, Dove Refreshing Green Bar)
Stretching the brand with new products/services into NEW markets (e.g. Dove launching into baby cleaning)

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

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