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Panic too much in a downturn and you can fatally damage a brand's long-term prospects. It is vital, then, to keep one's nerve and come up with bold, resilient ideas.
In Germany, as in many other countries, fear is fast-growing. Crises can be seen everywhere, from the financial and automotive sectors to unemployment figures and the fast-growing gap between rich and poor.
Recession is written on the wall. Companies are struggling. Not every company, but a few more every day. So, imagine you're deciding about the communication budget of a bank. A car manufacturer. An oil company. Or whoever is next on the list.
Fear is a strong driver, especially if you …