Focus on the finite

Changing your strategy during a recession, good or bad idea?

I think it can be looked at from two angles, you could emphasize with the consumer by aligning your message with something of relevance to them or stick to the core (pre doom and gloom) message, what's right for you depends entirely on how aspirational your brand is and what the customer is buying into when they hand over their hard earned cash.

One way of getting round this problem is to create a strategy based around perks, keep the price points the same but introduce 'money can't buy' incentives. Just look at the music industry, we can all get hold of the album at the click of a button but those tickets to the gig are a lot harder to get, give access to those and there is a big potential for retaining a strong brand consumer relationship through the hard times ahead