MARKETING THROUGH CHAOS: WHY BRAND EQUITY IS YOUR STRONGEST ASSET IN UNCERTAIN TIMES
Members Anna Bleers- Fractional CMO, Founder FEARLESS Strategic Marketing and Erika Weiss - Fractional CMO, Founder Elevated Brand Consultancy, Adjunct Professor at Loyola Marymount University sat down on last week's PIPING HOT Ep.22 to talk about how the strongest companies turn uncertainty into opportunity, and why chaos is often the best stage for clarity.
IN TODAY’S ECONOMY, UNCERTAINTY IS THE ONLY CONSTANT
Inflation continues to climb, and grocery costs are nearly 29% higher than they were at the start of the pandemic. Consumers are feeling the squeeze—and businesses are too.
So how do we market effectively in an environment defined by economic disruption?
As fractional CMOs working across industries, and as brand and marketing educators, we believe the answer lies in a long-term strategic asset too often undervalued in chaotic times: brand equity.
WHAT IS BRAND EQUITY AND WHY NOW?
Brand equity is the value of your brand in the minds of consumers. It’s the emotional connection, recognition, trust, and loyalty people associate with your business. In times of uncertainty, brand equity isn't a luxury—it’s a lifeline.
When consumers are being more cautious with every dollar, brand equity gives you pricing power, resilience, and a sustainable competitive advantage.
“If this business were to be split up, I would be glad to take the brands, trademarks and goodwill, and you could have all the bricks and mortar, and I would fare better than you.”
– Jon Stewart, Former Chairman of Quaker Oats
SHORT TERM GAINS VS. LONG TERM GROWTH
In a downturn, the instinct is to pull back on brand investment and focus on promotions and short-term sales tactics. But decades of global research—especially from Les Binet and Peter Field (IPA, WARC)—consistently show that while performance marketing may deliver a quick bump, it doesn’t build lasting value.
A Key Insight: Sales activations drive short-term spikes. Brand building drives long-term growth and profit.
Promotions may temporarily increase revenue—but without a strong brand foundation, you’re stuck chasing the next sale.
HOW TO BUILD BRAND EQUITY IN CHALLENGING TIMES
Brand equity is not built overnight, but it doesn’t require massive budgets either. Here are practical ways brands—especially startups and mid-sized companies—can invest in long-term equity now:
1. Reconnect with Your Mission and Customer Experience
Brands like Starbucks are returning to their roots, focusing not just on convenience, but on meaningful in-store experiences and emotional connection. This “third space” strategy rebuilds customer affinity and loyalty.
2. Listen Actively and Engage Authentically
Today, marketers have unprecedented access to real-time customer sentiment—from social listening tools to Reddit threads. Leverage that data to understand what your audience truly values, and speak their language.
3. Make It a Two-Way Conversation
Too many brands talk at customers. Instead, understand what matters to them and reflect that back through your messaging and offerings. Great brands solve real problems in people’s lives—and connect emotionally.
4. Harness the Power of Brand Advocates
Brands like Mike’s Hot Honey are growing not by spending big, but by empowering raving fans to become evangelists. Advocacy lowers customer acquisition costs and amplifies trust.
5. Be Distinctive, Attention-Grabbing, and Consistent
Brand building is about being memorable. That means showing up with a clear voice, recognizable visuals, and delivering on your promise—consistently.
Consistency is one of the most overlooked, yet most powerful, brand strategies.
6. Live Your Values Boldly
During the formula shortage, Bobbie (an infant formula brand) chose not to capitalize on demand. Instead, they prioritized their subscribers, staying true to their mission. That bold choice strengthened their brand in the eyes of their core audience.
WHAT THE BEST BRANDS ARE DOING NOW
More companies are openly prioritizing brand equity—even in tough times:
Molson Coors, Ralph Lauren, and Kenview have each committed to long-term brand building over short-termism.
Starbucks is doubling down on experience under CEO Brian Niccol.
Mission-driven, customer-connected brands are outperforming by staying true to their core.
FINAL TAKEAWAYS
In times of uncertainty:
Double down on what works.
Optimize budgets wisely, but don’t cut brand investments.
Focus on emotional connection, storytelling, and consistency.
Be bold, be clear, and be true to your brand.
Use your brand equity as a lever for pricing power and growth.
Don’t just market through chaos—build resilience through brand.
WE’D LOVE TO HEAR FROM YOU:
What are you seeing in your industry? How is your brand navigating economic uncertainty?
Let’s keep the conversation going.
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