Chapter 9. Communication and brand

In the previous chapter, Geoff Moore talked about the risk of "hunkering down" and the opportunity if you don't during periods of economic uncertainty. He was talking about the importance of continuing to invest, of continuing to release new offerings to market—getting noticed from the "herd."

With innovation done, the job falls to marketing to get the message out so that people recognize you have something different. Again, history tells us those who maintain or increase marketing spend when everyone else "hunkers down" will race out of a recession and capture market share. The return on marketing dollars, Euros, or yen will be at their highest during this time.

But before a single communication or campaign goes ...

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