Go ahead, stick your neck out—it won't get chopped off

This week we learned that consumer confidence, after a rebound this spring, was down again, primarily caused by continued job losses and business conditions not...

This week we learned that consumer confidence, after a rebound this spring, was down again, primarily caused by continued job losses and business conditions not expected to change soon. While some marketers – those who took swift, clean cuts to brand programs early in 2009 – may not be ready to take the gloves off just yet, others are starting to strategically and more aggressively leverage their strongest brand assets now to catapult brand and market position early next year.

This week, I met with the management team of a highly respected, albeit lesser known, professional service firm enjoying some incredible success in a market where even their largest competitors are downsizing, taking furloughs, suspending annual client events, and even closing up shop all together. The focus of our discussion wasn't on business as usual PR.

Refreshingly, the tone was set when the managing partner, after sharing recent achievements, demanded that the conversation center on boosting the image and leadership position of the firm this year, to propel them to the next level in 2010. This was stimulating, and I encourage you to share this passion with your internal and external clients. Encourage them to be bold and seize a larger share of voice in a less cluttered market and explore new, non-traditional, focused, and cost-effective ways of communicating with potential customers.

Luke Lambert, president and managing director, Gibbs & Soell

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