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Brand Keys has developed an emotional assessment tool that measures whether – and how – brands should advertise right now.

Our April 2020 survey found 78% of sectors should be advertising the hell out of their brands, albeit with new strategies and creative. Brands that do that now will see long-term sales boosts – but will need to adapt and identify new strategies and messaging.

How do we know that?

Nearly half a century of marketing history proves it. Brands that continue to advertise during bad times do better than brands that cut their budgets. Here’s what happened:

1973 Energy Crisis: Automotive brands that increased advertising became sales leaders within 6 months.

1991 Oil Crisis & Massive Job Losses: Brands that increased advertising saw sales go up 40% ­­– 60%. Brands that cut advertising saw sales decrease 25%.

2002 SARS Crisis: Cost to world economy was $40 billion. Companies that supported brands saw sales increases of 28% – 35%.

2008 Financial Collapse & Massive Recession: Overall brand support dropped 15%. Brands that increased efforts saw sales grow 30%.

Want to see increases like that for your brand?  It means continuing to promote your brand, but well beyond the message: “we’re all in this together.” That’s nice, but you’re going to need a lot more than that.

If you’d like to know how your brand can better ride out this crisis, reach out to Leigh Benatar at or Robert Passikoff at

Be well and be safe.

Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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