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THE DUMBBELLS CUT BACK THE SMART PEOPLE DONT THE UPSIDE OF RECESSION
By Robert Croston and Patrick Cahill The market drops 370 points in a single day, corporate earnings disappoint and housing prices continue to sink. We are in uncertain economic times. We may be in a recession right now, or could slip into one next week... or next month. As optimists, we don't like forecasting difficult economic times. But, even optimists have to come to grips with the realities of our uncertain marketplace. With economic anxiety looming, many of our clients are asking: how should I position and market my firm in the year to come? Assuming yours is a healthy company, here are our general recommendations.

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THE DUMBBELLS CUT BACK THE SMART PEOPLE DONT THE UPSIDE OF RECESSION
By Robert Croston and Patrick Cahill The market drops 370 points in a single day, corporate earnings disappoint and housing prices continue to sink. We are in uncertain economic times. We may be in a recession right now, or could slip into one next week... or next month. As optimists, we don't like forecasting difficult economic times. But, even optimists have to come to grips with the realities of our uncertain marketplace. With economic anxiety looming, many of our clients are asking: how should I position and market my firm in the year to come? Assuming yours is a healthy company, here are our general recommendations.

THE THREE R’S OF SERVICE BRANDING: REACH, RECOGNITION, AND REPUTATION
By Robert Croston Think about your most recent branding campaign. Were your television ads as successful as you'd like them to be? Perhaps the billboards didn't create the recognition that you were looking for, but your online ads on Yahoo! and AOL worked quite well. Did you pick the right professional athlete to represent your firm's services? If you're reading this far, and you work at most service businesses, you probably think I'm nuts. You don't do any of this. Well, maybe you're a big firm and you do (kudos to you), or you've tried something here and there. But in most of our service business realities, advertising-as-a-primary-branding-vehicle is not the norm. And it shouldn't be.

HOW TO CREATE A BRAND ONE PROSPECT AT A TIME
By Robert Croston Having spent longer than I care to admit pursuing traditional brand development through advertising, I recently became fascinated with the prospect of building brands using direct response marketing and lead generation activities. (I wonder what my colleagues at the ad firm would think if they knew!) Traditional wisdom has always told us marketing types that our marketing communications are either 1) emotionally oriented and image based OR 2) direct oriented and response based activities. You simply can't do both at the same time. Or can you?

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