GoKawiilEntrepreneur contributor warns against cutting brand marketing during downturns
A marketing executive writing for Entrepreneur argues that companies often respond to downturns by slashing brand marketing budgets in favor of lead-generation spend, since performance campaigns show clearer, line-item returns. The author contends this shift causes lead quality to erode over time and leaves firms less visible when competitors who kept brand spending intact are positioned to capture demand once the market recovers.