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Creative Corner

An Ounce of Prevention

By Ken Jacobs, Creative Director

In the years prior to this era of government bailouts, bankruptcies and foreclosures, it seems as though many of the biggest brains in the financial business lost the common sense they were born with. The very idea of caution and prevention was passé.

Having thrown caution to the wind, these embolden business opportunists came down with a viral infection now traced in large part to their unchecked greed and faulty logic. As a result, we have an economic epidemic that’s affecting all of us.

So far, even with the Feds trying to dispense “a pound of cure” (best measured in tons), there’s no end to this ailment in sight. So, for everyone who hasn’t already fallen victim to this malaise, it’s time to fortify your defenses – on the business front as well as the home front.

When business conditions become as brutal as they are today, you’re going to have to make tough decisions. The first and most important one is this: Do you stay and fight or are you ready to give up? If you’re not ready to quit, you better prepare for a fight.

The very idea of caution and prevention was passé.

If you’re going to fight for your business life one thing is certain, you’ll have to make sure your brand stays strong. That means doing whatever it takes to keep your brand fit and healthy. Cut or eliminate expenses on everything beyond the essentials so you’ll have some resources to put behind your make-it-or-break-it marketing and sales efforts.

Focus on the core strengths of your brand, those things that won over customers in the first place. And then try to improve upon them by making them more relevant to today’s conditions.

Get everyone to think about how your customers are affected by the current financial dilemma. Put yourself in their shoes and think about what they would find helpful. Put them and their needs first, because if you can genuinely find ways to help them, you’ll be in a much better position to help yourself.

Then, be sure to say what you mean, and mean what you say. This is your opportunity to be creative. Work within your organization and with your marketing partners to explore new and different ways to express your ideas in meaningful and memorable ways. By acting now, you’ll have a much better chance to prevent a more serious crisis from occurring.

If you can use some assistance or even some encouragement, call Cooley Advertising & Public Relations. We’ll help you find that ounce of prevention before you have to go in search of a pound of cure.