Are moments of crisis an opportunity for brands?

Abstract

This paper proposes a series of keys to help in marketing, sales and brand management during the crisis. Always with a double perspective: “managing the crisis hit without losing sight of the foundations of the recovery”, taking as an example the great recession of 2008, where after a long analysis they established variables to take into account from the marketing perspective: client capital, value proposition, information, digital technology and budgets. There is a relationship of the type of commercial strategy to develop from the business perspective to businesses or businesses to clients where they are changing culturally, allowing them to go from the rational to the emotional, for this  reason most  people  visit shops of all  kinds and channels; on a daily basis but due to ignorance we enter them blindly due to lack of attention and visual monitoring from the same marketing perspective, which refers to sociological terms in our ways of living, interpreting and doing.