• Ad Age, Thursday, April 24, 2008 11 AM

Today's housing crisis, rising gas prices and volatile stock market may be causing consumers to question their brand relationships, but that doesn't mean they will all turn to cheaper store brands or that marketers should start shifting advertising to coupons, marking down prices or, worse, freezing the marketing budget.

When the economy bounces back, you might find that what motivates consumers to choose--or not choose--your brand has changed, writes Eric Spahr, VP/gBM of Brandstorm. Determine how consumers are adapting, how their behavior is changing and how they can help shape this behavioral shift.

First, don't rely on what they say in focus groups or one-on-one interviews. Instead, watch what they do. Second, observe behavior outside of your traditionally defined category or region. Third, understand the changing emotional motivations driving customer behavior. Finally, don't change what your brand represents to chase that behavior. Consistently build your equity.

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