The  slump that manages the market nowadays means that we are forced to review every euro invested. Unfortunately, the areas worst affected usually are communication, advertising and marketing. There are few who maintain their position and continue as far as possible with their company communication strategy, in spite of we all know that should not be like that.

In my opinion, this is one of the biggest mistakes that make the directives of an organization during periods of moderate economic growth. The best choice depends on maintaining a consistent attitude to prepare the ground for when the crisis ends, that is, neither increase disproportionately the budget in communication, nor drastically reduce it. The key is to defend it within our means.

Since consumers will continue buying products and services -though not in exactly the same proportion as in times of economic boom-our brand has to continue attending to them. We can not disappear from the map, so those who remain will be those who endure once things back to normal.

So not panic. Economic adjustments in times of crisis: Yes, but in those areas where less impact on the brand image. Think long-term and not disappear from the mental map of the consumer.