Today's Brands Are in Danger of 'Genericizing'.
PR Newswire Europe, June, 2009
NEW YORK, June 12 /PRNewswire/ --
- JWT Examines a Key Marketing Challenge of the Great Recession
Marketers must evolve how they handle short-term selling tactics -- a primary focus of brand activity during this recession -- or they risk their brands becoming generic, according to the latest white paper from JWT, one of the largest advertising agencies in the world.
The white paper, "The Genericizing of Brands," emerged out of JWT's research on consumer and brand response to the global recession in the first quarter of 2009. JWT monitored more than 100 brand tactics and found that price and value messaging dominate.
As JWT points out, such short-term tactics have historically been considered a generic, low-level marketing...
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