Ways to Bounce Back Stronger from Tough Times

1. Passion and leadership are imperative

A successful brand needs a strong, visible leader who oozes belief in the business and the consumer proposition. That passion cascades throughout the organization and becomes infectious.

2. Invest in the brand and be courageous

Defy conventional wisdom and spend to grow market share. Studies have repeatedly shown that businesses that increased marketing investments during a recession grew market share, increased margins and had better long-term growth trends than their competition.

3. Let creativity fly

Innovation through consumer insights and experimentation can produce breakthrough ideas.

4. Develop trust and connectivity

Give them what they need to be true brand believers-and loyal forever. At ANA's Masters of Marketing Conference, Coca-ColaCMO Joe Tripodi said, "We went to our core audience, asked them what they wanted, and gave it to them." The result: the immensely successful launch of Coke Zero.

5. integrate all communications

Reach the consumer base through multiple avenues-but creatively deliver the same message across all platforms.

6. Be accountable

Create a culture of accountability and partner with finance, research and analytics to measure everything you can. IBM's success is grounded in a disciplined process that started with a cross-functional marketing and finance team that reviewed all activities.

7. Invest in people

Build skills, build capability, build knowledge and watch the bottom line grow. Zappos brings employees to its Las Vegas headquarters for a week of training to ensure they embrace the company culture and philosophy.

8. Trust your agencies

They are your ultimate "brand consultants" in forming strategy, developing breakthrough creative and expanding media platforms.

9. Strengthen the marketing supply chain

Aggressively pursue efficiencies and productivity, and watch the dollars flow.

10. Be socially responsible

Do the right thing. Your consumers will notice and reward you for giving back. Jim Stengel, former P&Gglobal marketing officer, says it is time for us all to "go beyond cause marketing or ideals-based branding and have an inspirational and motivational reason for your brand."