Mahwah, NJ – March 31, 2009 – Impact & Image LLC, specializing in driving brand demand with its rapid delivery of short-term advertising, marketing and brand promotion projects, respecting the principles of continuous incremental improvement, today announces their strategy to avoid brand damage, during economic fluctuations.

 

Impact & Image LLC is proud to announce their approach to overcome recession psychology, while maintaining brand integrity.  During economic fluctuations, companies frequently damage their brand.  If a company plans to be in business for decades, then a consistent brand identity is key.  Even large global corporations make the mistake of trying to appeal to every consumer as a result of boredom with the same message or the desire to accelerate growth.  

 

“Companies have to be mindful of what it means to their customer to be their client and help their customer justify spending, while maintaining their customer’s sense of self.  We help our customers avoid damaging their brand by suddenly shifting their brand identity, during this temporary economic downturn.  An upscale brand can not be positioned as inexpensive, but it can be characterized as a necessary splurge,” said Randy Donalds, CEO of Impact & Image LLC.

 

Conspicuous consumption is important.  You not only want to reinforce your own identity, but broadcast it to others.  Consumers don’t want to hide the fact that they are wearing a $200,000 watch, driving a hybrid car or carrying the latest mobile device. If someone uses only organic products, they would rather carry a tote bag publicizing that they shop at an organic grocery store.  For services and products that are not easily identified by appearance, don’t forget the company logo and tagline on packaging, staff apparel, vehicles and promotions.

 

People want to belong.  Consumers who lost being part of a six-figure job’s corporate community or upscale neighborhood still need to preserve their luxury consumer group identity.  Being your customer can remind them of this status.  The focus should remain positive such as you can entertain in style, while touting the advantages of hosting a party for a more intimate group.  Convey how they are maintaining their stature in the community or are deserving of an essential luxury.

 

Be wary of offering reduced pricing via discounts and sales.  Your regular prices will be perceived as too expensive, so consumers may patronize your business only during special pricing.

 

Consumerism may be curtailed, but it has not ceased.  Life’s milestones and more mundane activities continue.  Understanding your customer’s psychographic characteristics is a considerable asset; careful positioning is an invaluable tool.  Maintaining the power of your original message is critical.

 

 

Impact & Image LLC, based in Mahwah NJ, equips new and emerging businesses with the foundation and ongoing support for their brand identity. The staff believes it is possible to be both ahead of the competition and customer-centered. They understand that by making brand promotion the core function and responsibility of the entire organization, their clients can create a compelling customer experience and incite people to want and recommend their brand.  Their short-term project approach allows emerging businesses to easily manage incremental change and achieve success to reach the next level in their business.

 

Whether its earning accreditation by the Joint Commission on Accreditation of Healthcare Organizations or the distinction of Top 100 Logistics Information Technology company for former employers or being selected as one of the top 20 most influential women in international trade in 2006 or winning advertising awards from a magazine's C-level readership, Impact & Image LLC’s founders embody the continuous quality improvement philosophy and know the customer has to be the primary focus.  Impact & Image LLC is a proud member of CIANJ, the Commerce and Industry Association of New Jersey.

 

 

 

Randy Donalds

CEO    

Impact & Image LLC    

201-828-2044