SOURCE: Godfrey Advertising, Inc.

September 10, 2008 16:03 ET

Godfrey Advocates Uncertain Times Represent an Important Opportunity to Protect and Build a Brand

Companies Who Communicate and Promote Their Brand in Hard Times Fare Better During the Downturn and Recover More Quickly

LANCASTER, PA--(Marketwire - September 10, 2008) - As business-to-business companies look for ways to ride out uncertain times, including economic downturns, mergers/acquisitions, reorganization, significant competitive threats and technology changes, the inclination is to cut communications budgets. However, according to Godfrey, a leading business-to-business marketing communications agency, uncertain times represent an important opportunity to protect and build a brand.

Evidence suggests that companies that continue to communicate and promote their brand in hard times fare better during the downturn and recover more quickly, gaining market share at the expense of less aggressive competitors.

In a new white paper and Podcast, Godfrey suggests a variety of cost-effective ways to protect or even build that brand, from planning to internal training to integrated marketing tactics, including Web 2.0 tactics such as blogs, online discussion groups and social media.

Godfrey Web site:


-- Branding in Uncertain Times White Paper

-- Branding in Uncertain Times Podcast


Godfrey: Ken Jones, Executive Vice President and Partner:

"At Godfrey we believe that all messages are brand messages, and if there were a study of all communications efforts during recessionary times, it would reveal similar statistics -- that companies with aggressive communications increase their market share. What we advocate is that uncertain times represent an opportunity to not only protect, but to grow and build a brand, investing in the future at the same time. Aggressive communications is the foundation of the effort."

Godfrey provides full-service, integrated business-to-business branding and marketing communications services. The agency offers research, brand management, advertising, convergent public relations, digital marketing, search (SEO and SEM), media, direct marketing and analytics services.

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