--- title: Brands that win during a recession description: Why brands that hold their nerve on marketing activity in the course of a recession tend to recover more quickly when the recession is over. image: https://indicia.konicaminolta.com/hubfs/GettyImages-1035449788-web-1.jpg --- [**](https://indicia.konicaminolta.com/blog/brands-that-win-during-a-recession-whitepaper#) [![iww_logo_website](https://indicia.konicaminolta.com/hubfs/iww_logo_website.svg "iww_logo_website")](https://indicia.konicaminolta.com/) - Europe - Asia Pacific - Americas ![km](https://indicia.konicaminolta.com/hubfs/km.svg "km") ![Emmeline Kite](https://indicia.konicaminolta.com/hubfs/Staff%20pictures/Emmeline%20Kite%20bw_177x222.jpg) Emmeline Kite 15 April 2020 # Brands that win during a recession Why marketing shouldn't be the first budget to face the axe in tough economic times. Download our free report now… ![Emmeline Kite](https://indicia.konicaminolta.com/hubfs/Staff%20pictures/Emmeline%20Kite%20bw_177x222.jpg) Emmeline Kite 15 April 2020 Why marketing shouldn't be the first budget to face the axe in tough economic times. Download our free report now… When global economics makes times tough for brands, marketing is often scaled back or even abandoned. But there's evidence to suggest that brands that adapt, focus and continue to communicate with their customers recover quicker once the crash starts to lift.  It's a topic I've discussed in a new paper 'Brands that win during a recession'.  Download it now – it's completely free and we won't ask for any data.  [![Read it now](https://no-cache.hubspot.com/cta/default/185862/589b2037-c478-4ef2-ae68-eaba3a7bd72e.png)](https://cta-redirect.hubspot.com/cta/redirect/185862/589b2037-c478-4ef2-ae68-eaba3a7bd72e) The paper explores - The evidence that says why marketing shouldn't be seen as 'discretionary spending' at times like these - What marketing departments should focus on and how to adapt their existing plans - Three guiding principles to help marketers act sensibly right now. ![Recession-marketing-cover-image](https://indicia.konicaminolta.com/hs-fs/hubfs/Recession-marketing-cover-image.jpg?width=1200&name=Recession-marketing-cover-image.jpg)   Check out our [Marketers' lockdown recovery guide webinar series](https://indicia.konicaminolta.com/blog/webinars-the-marketers-lockdown-recovery-guide) for more great tips on how to stay competitive in tough economic times.  Share article ![](https://indicia.konicaminolta.com/hs-fs/hubfs/Email_asset_library/Heineken/Metaphore_P1/spacer.gif?width=30&height=30&name=spacer.gif) - First Name - Last Name - Company Name - Email* - Phone Number - What can we help with? * Please Select I would like more information about your services I have a general question / comment Looking for a supplier - How can we help? - Which services are you interested in? 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