In tough markets, many companies wonder if they should be investing in “doing branding.”

When Todd Harff recently addressed one of the largest chambers in the Washington DC area, he advanced the notion that a slow economy is the perfect opportunity to focus on branding, because you have the time to invest.

Check out Todd’s slides:  http://www.creatingresults.com/slides/branding/index.html

The presentation includes references and examples ranging from Harley Davidson to Coca-Cola’s market cap to Virgin Atlantic. (One of our favorite advertising headlines ever “Play with yourself.”)

We think branding isn’t something you “do.” It can’t be turned on or off, like a light switch.

What do you think?