Article

Crisis follows crisis and the marketing budgets in 2023 are still on average below the level of 2019. "Build up reserves" - "frozen budget" - "budget cuts": these are well-known buzzwords that can be heard in the executive suites in times of economic crisis.

Marketing is the first to be cut. The reason: in many places it is seen as a henchman of sales, its efficiency is doubted. That is why marketing is constantly in a justification loop: it is required to meet hard KPIs, it has to provide arguments for every euro. Its performance is constantly questioned, that is practically the order of the day.

Do you believe in the potential of strong brands and effective marketing management, but you lack the necessary persuasion? We will show you the 5 steps you need to make the top management recognize the importance and effectiveness of marketing and the brand.

Whether it is a startup, a family business or a large corporation: this is how you make the top management It is clear that with strong marketing and consistent brand management, they can only win – and that they should rather throw the red pen in the trash.

1. No time for nice words: Warn the management with threatening scenarios

Quite a few CEOs assume that they can cut budgets for branding and marketing without any concerns. After all, it's just about advertising, right? Wrong. Especially in times of recession, such short-sightedness can have dire consequences:

• The company is growing more slowly
• Sales are declining
• Market share is falling
• Conversion rates are getting lower
• The cost of rebuilding the brand is increasing in the long term

Our advice: Develop real scenarios and back them up with industry data. This will show the consequences of too little marketing and brand-centric management.