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Economic turmoil is a certainty for 2021, as the pandemic disruption shows little sign of abating, but strong brands can overcome these barriers, according to a new collaborative report from EACA, Effie Awards Europe, and the Effectiveness Partnership released today. Why it matters: Recessions usually send businesses into defence mode, but radical cuts are a terrible way to do this. Premium brands grow from commanding higher prices, meaning that in recession they need to maintain a strong customer base from which to grow once good times return. Background: Recessions tend to hit discretionary spending, meaning that consumers trade down from premium brands to cheaper alternatives. This report, which WARC subscribers can access here, shows how smart growth strategy can help premium brands to defy grim predictions. ....