Businesses are studying history’s great recessions and downturns to understand how to navigate the Covid-19 fallout. John Sculley, former Apple chief executive and Pepsi president, and a tech investor, has seen his fair share of business challenges. As part of The Drum’s Can-Do Festival, he shared how to build a brand when others shrink at the challenge.
Keep on advertising
The 83-year-old’s first piece of advice rings as true in a recession as it does in a pandemic: keep on advertising. This reflex, as evidenced by the studies of Peter Field and Les Binet, exists for several reasons – cheap Read full story ›
Source: The Drum
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