<p class="MsoNormal">When in a service industry of any kind, the state of the economy can take a large toll on a company’s profitability.<span> </span>Lately, the economic downturn has forced many companies to cut budgets, freeze spending, initiate layoffs, or worse – close their doors.<span> </span>When speaking to many of our clients, partners and friends, it seems that many people are either suffering or prospering – there truly is a balance of good and bad right now.<span> </span></p>
<p class="MsoNormal">However, it is difficult to ignore all of the negative media coverage regarding the current economic state.<span> </span>The media’s redundant message of “doom and gloom” eventually convinces us all that we must surrender and give in to the recession that is upon us.<span> </span></p>
<p class="MsoNormal">Brand Iron disagrees.<span> </span></p>
<p class="MsoNormal">As a company, we’re opting to not participate in the recession this year.<span> </span>Yes, you heard it here first.<span> </span>Brand Iron is not giving in to the “doom and gloom.”<span> </span>We challenge you to do the same.<span> </span></p>
<p class="MsoNormal">Many companies are focusing on the positives and the new opportunities that this changing business landscape has opened up.<span> </span>For example, in an industry (luxury travel) where economic woes can take a gigantic toll on profitability Carnival Cruise Lines is saying “we will not go quietly into the night” and await the inevitable.<span> </span>Carnival continues to make strides towards out-of-the-box, interactive advertising.<span> </span></p>
<p class="MsoNormal">I’m sure we have all seen the <a href="http://www.youtube.com/watch?v=BUtWVmjoqyU" target="_blank">commercial</a> with the large beach ball floating around downtown Dallas.<span> </span>That commercial was an extremely effective way for Carnival to catch the attention of the business-class professional on their lunch break.<span> </span>Throw a gigantic beach ball onto a bustling street full of unhappy professionals and see what happens – attention, positive feedback and enjoyment, that’s what.<span> </span></p>
<p class="MsoNormal">Today, I came across an <a href="http://www.brandfreak.com/2009/03/carnival-cruise-lines-and-arnold-will-bring-the-ocean-to-the-city.html" target="_blank">article</a> about Carnival’s latest attempt at interactive advertising.<span> </span>They’ve managed to take advantage of the empty street-level office spaces in the Houston, Baltimore, Los Angeles, New   York and D.C. areas by installing “virtual aquariums” for all to interact with.<span> </span></p>
<p class="MsoNormal">Picture this, you’re walking down a cold city sidewalk on your lunch break when you look to your right – no longer is there an empty office space with a broker’s contact information in the window.<span> </span>No, you now see a 12-foot digital aquarium.<span> </span>Not only is this virtual aquarium engaging, it’s interactive.<span> </span>In five easy steps, you can use your cell phone to design a personalized fish to appear instantly in that very same window.<span> </span>This is an example of a company seeing an opportunity that may not have presented itself before the downturn in the economy. This is brand evolution and adaptation at its best.<span> </span>If there are three pearls of wisdom that we should all recognize after this economic downturn, they would be: never stay static, always engage new ways of marketing, and consistently separate yourselves from the competition.</p>
<p class="MsoNormal"><em>Written by Nicole Salerno, Junior Brand Wrangler</em></p>
<p class="MsoNormal"><img class="alignnone" src="http://www.brandiron.net/Blogimages/aquarium.jpg" alt="" width="560" height="357" /></p>