In highly volatile markets, the temptation to pivot, pause, or abandon the plan can be overwhelming for many brands. Whether it's a new disruptor shaking up your space, a global crisis derailing supply chains, or economic uncertainty impacting investor confidences, your brand has to face down the pressure to act—fast. But in these turbulent environments, the most reactive brands are not those that succeed in the long-haul. It’s the ones that stay the course.
As Michael Porter famously said, “The company without a strategy is willing to try anything.” That principle holds truest in times of turbulence. Brands without strategic clarity often fall first. Even worse, as the instinct is often to flinch rather than focus, many brands suffer unnecessary long-term and self-inflicted damage due to ‘knee-jerk’ reactions. Instead of staying grounded, such brands shift to short-term survival tactics that ultimately weaken their long-term market position.
Yes, adaptability has its place. But when the fundamentals are upended, when rules change overnight and markets seek certainty, consistency becomes a competitive advantage. The strongest brands don't just survive; they anchor the market. They remain calm, committed, and clear in what they stand for.
Yet when instability strikes, many brands cut the very things that offer long-term value: their marketing, communications, and brand storytelling. They pause campaigns. They drop positioning work. They lose momentum. It’s an understandable reflex—but one that often causes more harm than good.
A strong brand strategy exists to prevent exactly that kind of drift. It should serve as both a guide for short-term action and a compass pointing toward your ideal future position in the market. When built well, it doesn’t just weather the storm, it gives your business the conviction to walk through it with purpose.
Unless market changes fundamentally challenge or contradict your strategic positioning, a tough quarter, a policy shift, or a passing opportunity shouldn’t derail the broader ambition. Ultimately, if your brand positioning can’t withstand volatility, it was never built to last.
The most resilient brands don’t ‘try anything’ in times turbulence. They keep true to their brand. They keep showing up. And through clear, consistent communication, they build trust when others waver.
So, don’t just ‘try anything’. Stay committed to your brand. Keep telling your story and laying claim to your space, particularly in times of market volatility. Trust us, your customers will appreciate the stability.
