Global Banking and Finance: Brand building in uncertainty


Global Banking and Finance Review - In times of uncertainty, brand building is essential

By Paul Hitchens, Course Director, CIM

In times of economic uncertainty, many brands will instinctively look to curb their spending. Subsequently, the marketing budget is often the first to go, but as history demonstrates, challenging times can prove to be the right time to invest in brand salience.

To read Paul Hitchens' full article with Global Banking and Finance Review, click here:

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