How to keep your head, and grow your business in a recession

Tighten your belts, pull in your horns, slash the spending. Whatever way you phrase it, reducing your marketing overheads in a recession is textbook stuff. Or is it? Does the prospect of a recession really translate to spending less on telling your story?

I’d argue not.

Take the hypothesis that in a recession the market shrinks, and demand narrows too. It’s assumed that every company in your sector reduces or stops discretionary spend and freezes cash that hasn’t yet been spent on marketing campaigns.

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