The recent market meltdown that has seen the elimination of 50% of the wealth and value of corporations shows no sign of significant improvement. Most analysts warn that the market is in a very precarious position and could easily regress to its original dangerous state. At the same time, the US government intervention and
involvement as investor and regulator is challenging the level of freedom of corporations – the foundation of its global market dominance. Adversity in the capital markets has identified the vulnerability of the current business approaches of some of the largest Fortune 500 corporations, leading to the demise of well-established brands and organizations.

However, this market adversity has also brought into focus companies that have not only been able to survive in this era of uncertainty, but actually prosper. This white paper will examine the factors that drove the success of these corporations and the critical role of branding and design by addressing the following questions:

1. Who did well during the past downturn?
2. What drove their success?
3. What was the impact on their branding approach?
4. What learning could apply to your business, irrespective of the financial climate?

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