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Parting a sea of red ink

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The time to proactively shift your company into a leadership position for when the dust settles is now, according to Draftfcb's “13 Commandments That Matter for Recovery.” “The punditry, prognostication and general malaise this bad-news-bear economy brought has led many to cling to tired, panic-stricken, reactive marketing that does little to solve problems that brands—and their consumers—are currently facing,” said Jamie Shuttleworth, exec VP-chief strategic planning director at Draftfcb Chicago. Massive change presents massive opportunity to find ways to take advantage of current circumstances, added Michael Fassnacht, worldwide chief strategy officer at Draftfcb. Proactive guidelines the report suggests include: 1) Lock on to new shopping rituals: Current purchasing behaviors with long-term potential include saving over spending, couponing instead of full price and blogging online for tips; 2) Lend a helping hand: In times of anxiety, people seek empathy over a good deal. What can your brand offer to make shopping trips less stressful, purchases more reassuring or lives easier? 3) Be a bright, steady beacon: Competitor price reductions and changing consumer consciousness can make brands schizophrenic—provide optimism while reassuring security and stability. The complete list can be found at www.draftfcb.com. —T.M.
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