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JWT Examines a Key Marketing Challenge of the Great Recession
NEW YORK, June 12 /PRNewswire/ -- Marketers must evolve how they handle
short-term selling tactics -- a primary focus of brand activity during this
recession -- or they risk their brands becoming generic, according to the
latest white paper from JWT, one of the largest advertising agencies in the world.
The white paper, "The Genericizing of Brands," emerged out of JWT's
research on consumer and brand response to the global recession in the first
quarter of 2009. JWT monitored more than 100 brand tactics and found that price
and value messaging dominate.
As JWT points out, such short-term tactics have historically been considered a
generic, low-level marketing practice, and normal branding rules have not
applied. While that may have worked well enough during flush times -- when
larger branding efforts acted as a halo and compensated for generic activity --
today all communications must incorporate brand-building.
"This is not another argument for maintaining or increasing marketing
spend during a recession," says Guy Murphy, JWT Global Planning Director.
"We understand the business realities that prevent brands from doing so.
Instead, this is an argument for applying branding principals to short-term
selling activity. The challenge for marketers is to develop branding skills in
what, for the most part, has been an unbranded arena. If they don't, brands can
easily become more generic at a time when emphasizing their uniqueness is most essential."
"The Genericizing of Brands" provides key
recommendations on how marketers can make branded tactics as important as brand
strategy.
This white paper is based on JWT's research and trends analysis on consumer and
brand response to recession-related anxiety. That research, as well as the
white paper, can be downloaded from JWT's AnxietyIndex.com.
ABOUT THE JWT ANXIETY INDEX
JWT launched the AnxietyIndex in February 2003 during the run-up to the war in
Iraq. It tracks the level and intensity of consumer anxiety and, importantly,
the drivers of anxiety, including safety and security concerns -- the threat of
terrorism, potential and current military hostilities, crime, etc. -- and
economic worries, such as the cost of health care, the cost of living and job
security. The AnxietyIndex is designed to uncover consumer insights that can
help inform strategies for marketing during times of high or low anxiety.
About JWT
JWT is the world's best-known marketing communications brand. Headquartered in
New York, JWT is a true global network, with more than 200 offices in over 90
countries employing nearly 10,000 marketing professionals.
JWT consistently ranks among the top agency networks in the world and continues
its dominant presence in the industry by staying on the leading edge--from
producing the first-ever TV commercial in 1939 to developing award-winning
branded content for brands such as Freixenet, Ford and HSBC.
JWT's pioneering spirit enables the agency to forge deep relationships with
clients including Bayer, Cadbury, Diageo, DTC, Ford, HSBC, Johnson &
Johnson, Kellogg's, Kimberly-Clark, Kraft, Nestle, Nokia, Rolex, Schick, Shell,
Unilever, Vodafone and many others. JWT's parent company is WPP .
For interviews with Guy Murphy, JWT Global Planning Director, or
Ann Mack, JWT Director of Trendspotting, please contact Erin Johnson (erin.johnson@jwt.com, 212-210-7243).
JWT
CONTACT: Erin Johnson of JWT, +1-212-210-7243, erin.johnson@jwt.com
© PR Newswire, 2010 - 06/12/2009 01:30 PM
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