There’s nothing worse than a fair-weather friend.
Always there when the going’s good, they’re the life and soul of the party.
But then the rainclouds gather and they’re gone in a shot.
No staying power, zero commitment to the cause.
So how do you think consumers feel when a brand gives up on a property its sponsoring, or cancels an event it usually delivers when the economy takes a knock?
Look to the terraces.
Football fans will keep buying their season tickets, no matter what.
I know I’m a West Ham fan
Redundancy, inflation – nothing gets in the way of those ninety minutes in the stand cheering on their team.
If you’re going to convince people that you’re as big a fan as they are, you’d better have the staying power to prove it.
It’s about keeping the connection alive, especially during the lean years.