The higher your share of voice compared to your actual market share, the more likely your brand is to grow its market share in the subsequent year.
If you increase, or even maintain, your advertising spend at a time when your competitors are reducing theirs, you should substantially increase the strength and relevance of your brand (PIMS study). This should help you establish and advantage that can be maintained for many years.
Reduced ‘noise’ during a recession provides opportunities
Competing in a recession is like running a marathon. A smart frontrunner willl seize the lead and work to increase it while others are flagging. If the other runners allow the gap to widen, it will be really tough fior them to regain the lost ground when the pace picks up again.
P&G’s CEO, A.G. Lafley said, “We have a philosophy and a strategy. When times are tough, you build share.”
