A breakfast of champions: brand marketing lessons from the Great Depression. Issue 4 (22nd May 2020)

• Record Type: Journal Article
• Authors: Hirsch, Peter Buell
• Is Part Of: Journal of business strategy. Volume 41:Issue 4(2020)
• Page Start: 63
• Page End: 67
• Publication Date: 2020-05-22
• Subjects: Consumerism -- Great depression -- Coronavirus -- COVID-19 -- Pandemic -- Brand marketing; Business planning -- Periodicals; 658.4005
• DOI: 10.1108/JBS-04-2020-0081
• Languages: English
• ISSNs: 0275-6668

Abstract

Abstract : Purpose: This paper aims to examine whether the behavior of brands during the Great Depression held lessons for the aftermath of the coronavirus pandemic. Design/methodology/approach: A review of brand marketing and advertising from the 1920s and 1930s. Findings: There are many learnings from the Great Depression that are instructive for today's brand marketers dealing with COVID-19. Research limitations/implications: The review of the literature is not comprehensive and the findings are subjective. Practical implications: Today's brands can learn a great deal from the 1930s such as to take advantage of opportunities and avoid mistakes in today's difficult environment. Social implications: By handling today's challenges skillfully, brands can refresh relationships with consumers overwhelmed with choices. Originality/value: Though there was some commentary on this subject following the Great Recession of 2009, there has been little written about the lessons in brand marketing in the current situation.