Johannes Hartmann
The Branding Renaissance: How the economical downturn is making us better Marketers. When the financial crisis started to impact on companies their immediate reaction was severly pavlovian in nature: Prices down, Sizes up, tactical promotional approaches to fix short term volume and value expectations of shareholders.
In hindsight many of these marketing reflexes proving to evaporate and cost some of the companies a lot of money and reputation. Reasons: consumers don't want to "get cheap". All of us are currently redefining our psychological values related to that new emotional context of the downturn -- we are trying to adjust our behaviour to brand promises that resonate with our newly defined values.
The presentation will highlight on a couple of these latent consumer strategies that developed after the injection of severe psychological threats into our deeply cultivated consumerism. In addition to the evaluation of the fundamental consumer strategies the presentation will discussed how brands can rejuvenate themselves by redefining their messages and product offers to those strategies.
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