The Opportunity to Be Number One is Right Now

In his recent article on, financial columnist James Surowiecki explains how businesses that increase their advertising in a recession not only gain market share, but have the opportunity to become the industry leader. “Recessions make the strong stronger and the weak weaker, [and] create more opportunity for challengers, not less,” says Surowiecki. “When everyone is advertising, it’s hard to separate yourself from the pack; when ads are scarcer, the return on investment rises.” It’s also important to note that “benefits from recession advertising are often surprisingly long lived, with companies maintaining their gains in market share well into economic recovery.”
So if you’re not the top agent, now is the time to brand, advertise, and become one.

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