The Monkey Shack

The "fight or flight response" is our natural instinctive response that prepares the body to "fight" or "flee" from perceived attack, harm, or threat to our survival. Its hard-wired into our brains, which means it is difficult to regulate when these instincts kick in. Because most of the businesses I know are run by humans (not all but most), business leaders and marketers possess these same instincts when they encounter threats in a business environment. You can fight it, or you can flee from it.

A large number of businesses have decided to flee from the threats posed by the current economic downturn. Marketers expect to cut an average of 3% from their 2009 budgets. Some would argue that lower customer spending leaves some businesses with no choice, resulting in slashed marketing budgets and eliminating experimental programs. Instead of fighting and addressing the threat (or opportunity) head on, they flee.

At best this "survivalist mode" reaction only protects existing share of voice, but more often it will see that share slip away and leave a brand poorly positioned to connect with consumers and separate from the competition in the eventual economic recovery.

Brands must be bold and recognize the recession for what it is, an opportunity to reexamine core beliefs and strengthen relationships with consumers. The recession brings about new customer attitudes, values, and behaviors. All it takes is one simple decision, to choose not to participate in the recession.