As gas prices hit over $4.00 nationally and the economy continues to fall, it is inevitable that people and companies are struggling.  That said, it is even more vital to measure yourself against your competition, ensuring your current efforts are properly focused to set yourself and your company up for a strong second half of the year. Unfortunately, we are currently in an arduous game of survival of the fittest, and it is time to focus your marketing efforts.<br /> <br />While this conversation is a continuous topic internally, I was pleasantly surprised to find a new client that had the same ideas. I was in a planning session the other day and our client communicated that their industry was experiencing a slow-down given the economy and being that we are in the middle of the summer.  They realized that it was the perfect time to position and brand themselves against their competition in order to separate themselves from the herd.  This client wanted to take advantage of the current situation in which, a fair amount of companies are pulling back their spending. Our client wants to step it up and set themselves up for a strong fall and second half of the year, as well as prepare for 2009. Needless to say, I agreed with this client, and was refreshed at their goals and strategy to step up their game.  <br /><br />We are halfway through the year, an excellent time to review your yearly goals and objectives.  See what is working, what’s not, and what needs to be adjusted in order for you to keep things going strong, maintain, or try to catch up.  Going strong is the key phrase, while playing the game of catch up seems to be the reality for too many companies today. <br /><br />A perfect example of the “catch up game,” was when American Airlines and United announced they were going to charge $15 and $25 respectively, for checking bags. While these airlines are trying to play catch-up, Southwest is focusing its efforts on marketing, sales and operations to boost sales and keep customers happy.  They are responding directly to the competition and the consumer by announcing that they aren't charging premiums for extra baggage and rising fuel costs. <br /><br />The summer is a slower period and many people take time off, thus creating a great opportunity to not only look at your goals, but figure out how you can position yourself against the competition. Take advantage of the tough times and really separate your company from the  herd by communicating your key differences and why you are a better choice than the competition.<br /><br />Now is the time to evaluate, focus, and take advantage to be the fittest. If your company wants to be around when the economy turns around, call Brand Iron today.<br /><br /><span style="font-style:italic;">written by Michael Doyle, President of Brand Iron</span>