You say recession, I say depression, let’s call the whole thing off!

Wish that we could, but that’s not in the cards right now. We are stuck with the worst economic crisis since the Great Depression. Consequently, we marketers, brand managers and corporate communicators need to figure out how to deal with this historic economic downturn and keep our companies and organizations in the game (and that goes for ourselves, too).

How do we accomplish that? With all the gloom and doom descending on the world right now, you might think that thriving (not just surviving) during this massive recession is a managerial, marketing and statistical impossibility.

Relax. It’s not easy, but it’s not impossible either. In fact, if you take some proactive steps to prepare to do battle against economic Armageddon, you might even come out on top. Here is a short list of practical and actionable suggestions for not only getting through this mess, but emerging even stronger and more competitive on the other side (and, yes, we are assuming there will be an "other side" eventually!):

• Know Thyself First – Now more than ever, you need to have a clear understanding of what your value proposition is, what makes it special, and why anyone should even care. Take a step back and reassess and refine, if need be,  your brand narrative. Make sure it is compelling, clear and right for the times.
• What’s Your Brand Promise — A beautiful new upscale sunglasses boutique, Ilori, just opened up in San Francisco’s Union Square shopping area. They had the misfortune of launching just as the recession was getting into full swing. From what I have seen, the store employees usually outnumber customers. But, get this: The signage in the window proclaims in very large type: Gold is Glam! Huh? Probably not the right brand message for today. Look at your brand promise and make sure it is in sync with this immensely challenging economic period. Even BMW is emphasizing fuel efficiency these days in their marketing.
• Spend Appropriately — The typical response of many marketers to a big economic slowdown is to stop spending. Not a good idea (yes, I know your CFO asked you to cut and then cut some more). You’ve got to spend appropriately, even in a recession, realizing that you need to continue to build your brand and drive interest and consideration. Going dark today could lead to the ultimate darkness in the near future. Keeping your marketing lights on in these tough economic times may take courage, but it will pay dividends in the long run. First, though, get the message right. (See first two suggestions.)
• Don’t Stop Innovating — One of the best ways to beat the economic downturn (when everyone is shutting their pocketbooks and wallets) is to offer fresh, innovative new products, services and ideas. Never underestimate the power of innovation to break through even the worst of economic circumstances. Great ideas excite and make things happen. I’m sure I don’t need to tell you that Apple is doing a lot better today than Dell. Even Starbucks, which is struggling mightily to stay relevant when $4 lattes are not cool anymore, came up with a smart new (actually, very old) breakfast product…oatmeal. It has been a huge hit for Starbucks, and is playing a role in keeping them in business right now. Innovation is a powerful weapon for you and your brand and your marketing.
• Enlist Your Customers To Sell For You — What if I could tell you that you can enlist your best customers — your brand "advocates" — to become an enthusiastic and highly efficient sales force for you? Well, that is very possible today. Innovative new web-based solutions like Zuberance enable you to identify, activate and track your best customers as they unleash positive word of mouth for your brand.
• Digital Media Really Is More Efficient — But, you already knew that (at least, I think you did!). Yes, you should be employing more digital and social media strategies and tools. But, they are not ALWAYS better. Take each marketing challenge on a case by case basis. Sometimes, traditional media like radio, direct, or even business building tactics such as partnership marketing, are the best way to go. Figure out your marketing strategy first and then let it drive your media and channel selection.
• Measurability And ROI Are Great, But Don’t Skimp On Creativity – Contrary to some reports, the marketing industry is not all going to shift to informercial type pitches. You know, those annoying commercials featuring Vince, the Shaw Wow spokesman, and, perish the thought, Billy Mays of OxyClean (and numerous other cheesy products). Yes, measurable results and driving ROI are incredibly important in marketing, and even more so in the face of a monster recession. But, don’t forget that breaking through and truly engaging consumers and customers still takes fresh and memorable creativity. The hilarious and strategically spot-on "Trophy" spot that Monster.com ran during the recent Super Bowl is a great example of what powerful creativity can do to punch your brand through to the intended audience and become a part of the cultural landscape and conversation.

Those are a few strategies that I know will help you sharpen your edge and strengthen your brand and market position to ride out this recession. More important, they will help you get ready to lead again when the recovery inevitably comes.

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