Companies must maintain "good housekeeping" during a recession, such as productquality and good distribution systems, but he suggests that clear brand association and leadership comes through communication.
The goal was to lower prices across the store, stop spending money on hundreds of promotions every year and simply give shoppers goodqualityproduct at a fair price.
This is not just the result of being a high-quality product, but that those who oversee the brand are (in agood and necessary way) paranoid enough to sense when changes in market conditions are taking place and a reassessment of a brand is required.