Q&A
by Chris Arnold

JLA: What part does branding play in surviving recession?
CA: When price reductions and promotional offers are tempting people away, the stronger the brand the more chance you have of retaining customers.

JLA: But in this climate isn't it all about price?
CA: No, price is the least likely way to gain loyalty. As the insurance industry has discovered, there's always someone cheaper around the corner. The best way is to understand your customer and connect with them on their level.

JLA: Is this a good time for innovation?
CA: Absolutely. Dozens of great ideas have been launched in a recession - including frozen food, Sellotape, Polaroid, stereo recording, cats eyes, Nylon, photocopying, instant coffee and canned beer.

JLA: Will recession dramatically change previously assumed trends?
CA: Yes. Consumers are re-evaluating everything. We're moving away from an indulgent, over materialistic society to one based more on ethical social values.