When marketing in a soft economy brand building and positioning are crucial for continued success and growth. Reputation and image influence all of our buying decisions and our perception of the brand. Now more than ever we must pay special attention to all we say, do and react to the economic conditions. Position now and reap the benefits in the future. Be careful of your visual image and your attitudes as consumers are always looking for stability and security in the products and services they engage in. Read Jack Trout’s book and it may change your view of life in our big brand world.