Most recent Henleymail now online
19 January 2009 at 1:25 pm Jo Phillips 1 comment
Jo Phillips writes:
The latest edition of HenleyMail (our free regular think piece email) is now available to read online here. There’s a chance to consider responses to the economic downturn in both the lead article by our UK managing director on how brands can adapt to a recession, and a perspective from Yankelovich in the United States on undermining the ‘fear factor’. There’s also an article on some of the work we have been doing on long-term futures – sharing some of the learnings and indeed the challenges that arise when we look to expand our strategic horizons in this way.
After over 60 issues, this is the last edition of HenleyMail – but only because we’re changing the name. As a result of our merger and rebrand, from now on the newsletter will be known as Futureproof. If you’d like to receive it you can sign up here.
The picture at the top of this post is ‘Hard Times’, by the 19th century painter Sir Hubert von Herkomer. From The Victorian Web.
Entry filed under: consumers, economic downturn, future. Tags: .
1.
Guy Yeomans | 22 January 2009 at 10:21 am
To add a specific example to the “Looking up” article by J. Walter Smith and his comments on efforts to “Show consumers ways to cope” I’d highlight the recent marketing campaign for Hyundai’s Assurance program (see You Tube video at: http://uk.youtube.com/watch?v=4c_nAmJbjvw).
Simply put, if you buy a new Hyundai but experience financal or payment difficulties in the next year the company will take the car back BUT without a penalty.
While this is a nicely understated but truely empathetic response in the current financial circumstances it’s also suggestive of the ‘changed’ social contract between company and consumer that Mr. Smith highlights in his article.