Why Some Brands Cheer a Sour Economy†

Brandweek, October 12, 2008 — It is a good time to be McCormick spices. While not the sexiest of brands, "The taste you trust" is positioned extremely well for an economy that looks to be in a recession.

While many companies are suffering at the hands of one of the worst economic downfalls in the history of the country, others are quietly prospering.

"If you're a brand you eat, drink, smoke or wash yourself with, you're going to be OK," said Marc Babej, partner at the strategy firm Reason, New York.

"During tough times we typically point to certain categories/sectors," said William Madway, marketing professor at the Villanova School of Business. . . . [Still], every brand has the potential to be successful if they adapt to the economic realities."