What you do now determines where you will be after Covid.
Millward Brown released a study of marketing budgets through the last big economic crisis — the housing crisis in 2008, and the relationship to brands’ Share of Voice. The results are fascinating.
The initial reaction in uncertain times is to pull back, to wait and see. Marketing and messaging are usually the first areas companies cut.
The quick summary here is that companies who decreased budgets lost inordinate amount of visibility, while the brand(s) that stayed the course doubled their share. No increase in cost. Just keeping on, keeping on.