The markets have crashed. Credit is scarce. Consumers are scared. Everywhere, there is fear, uncertainty and doubt. There's a new kind of media that's taking the world by storm, but investments are shrinking fast.
And marketers? Their heads are on the chopping block.
Sounds familiar, doesn't it? But I'm not talking about 2008 -- I'm looking back to 1929. You know the story. But do you know the name of the most successful national soft drink at the eve of the Great Depression? Probably not -- because they cut back on marketing. An obscure brand out of Atlanta took a different tack and emerged victorious -- even in troubled times.
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