Consumers don't stop buying when economies go through down cycles. They look harder for value." The job of the survival marketer in '08 will be to identify that value, proclaim it loudly, and go after the thinning customer herd where others show fear and give up. To keep the sports analogy alive, now is the time to know the playbook and never, never take your eyes off the ball. -Kevin Roberts of Saatchi & Saatchi
Kevin Roberts is telling the truth. People don't stop spending money during a recession, they just spend less of it. Companies just have to fight harder for fewer dollars. What companies are positioned to take advantage of these lean times?
All these companies' stocks have risen substantially over the last year. What are they selling? Value.