Brand building in a recession.
There’s a lesson in here for B2B as well, despite the focus being on FMCG. For us, this backs up the view that if it looks cheap, it will be cheap to the buyer. So why put cheap looking sales content in front of the people with the money in their pocket?
And strategy isn’t just about tactic, it’s about creativity. All buyers are humans, they respond to creativity, and being treated as a human.