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How Brands Survive (and Thrive) During a Recession Recessions crush weak businesses and strengthen smart ones. The brands that make it through adapt, pivot, and double down on essentials instead of cutting everything. Here’s how the smartest companies survived tough times: 1️⃣ Prioritizing Essentials Over Luxuries During the 2008 financial crisis, Walmart leaned into its "Everyday Low Prices" strategy, reinforcing affordability. When money is tight, consumers cut luxuries but not necessities—brands that position themselves as "essential" win. 2️⃣ Shifting to Value-Based Marketing McDonald’s launched the “Dollar Menu” when customers became price-conscious. Amazon doubled down on Prime, emphasizing fast, cost-effective shopping. Instead of chasing premium customers, brands focused on maximizing affordability and convenience. 3️⃣ Investing in Advertising (While Competitors Cut Back) P&G, Coca-Cola, and Kellogg’s INCREASED their ad spend during recessions—dominating market share while competitors cut budgets. Why? Less competition for attention = cheaper ad rates + stronger brand presence. The brands that stay visible in hard times win big when recovery hits. 4️⃣ Adapting to Consumer Behavior Changes Airbnb leaned into “affordable travel” in 2008, positioning itself as a budget-friendly alternative to hotels. Netflix capitalized on stay-at-home entertainment during the 2008 crisis, leading to a massive subscriber surge. Smart brands pivot to where the demand is shifting rather than waiting for things to get better. 5️⃣ Expanding Payment Flexibility Buy Now, Pay Later (BNPL) models surged during downturns—letting customers buy without feeling the financial pinch immediately. Apple, Samsung, and other tech brands introduced financing options to maintain sales during economic slumps. Giving customers more ways to buy helps brands avoid sharp revenue drops. The brands that survive recessions don’t just "wait it out"—they ADAPT FAST, stay VISIBLE, and double down on CONSUMER NEEDS.