Need to re-position your brand in a hurry?  There’s probably no easier way than to employ intelligent search engine marketing. In the US, brands have rapidly switched their search focus to keywords that mirror consumer concerns.

Phrases like “budget friendly recipes”, “cheap dinners” are being bid on heavily in recognition of the fact consumers are having to tighten their belts and are looking for ways to stretch their dollar further.

Of course this needs to be linked to creative that supports these messages and which demonstrates the brand’s understanding of the environment and genuine sensitivity to its customers.

Now while I can’t imagine Porsche or Louis Vuitton jumping onto this particular bandwagon, many brands can and should think about how their customers view them in challenging economic times.

Perhaps the most important point here, is that it’s critical for a brand to remain in the consideration set.  If it is marginalised through a perception that it is a luxury or simply not competitive, then the battle is lost before it has even begun.

posted by: Rowan Schaaf