The economic crisis that we cross is putting itself to the test the knowledge on the market of capitals, the management of the risk and the investments. Luis Gallardo gathers in the economic journal Expansion 10 orders of the management of mark, which we have wanted to include in our International Forum of Marketing for his interest.

Many of the ideas accepted on management of marks become irrelevant or the opposite to the common sense in turbulent epochs like through those that we live. The mark agents we should be capable of reacting quickly to adapt us to the market and to the new conducts that are emerging between our clients, to the new regulations and to the different tactics of the competition. What was working yesterday does not work already today and our organizations turn out to be forced to unlearn the learned, to undress ideas that do not work already, to leave consolidated practices and to be ready to assume risks. In certain form, we walk between penumbras, but the agents more avezados will be able to understand this situation not only like a big opportunity.

We are before the only opportunity to create a mark experience diferenciadora and excellent for our interest groups. For it, it is necessary to perfect the knowledge of our mark, our clients and competitors. And it is necessary to do it in an analytical, detailed and rigorous way, fragmenting the experience in his contact points, that is to say, every opportunity to construct or to destroy mark with each of the publics of interest of the company, and prioritizing them according to the needs and preferences. A good mark intelligence will allow us to adapt us, determine priorities and to optimize our investment.

The current economic ambience not only affects the available budget of the clients, but also his conduct and his preferences. Till not long ago, in an environment of buoyant consumption and with much more capital, the clients were taking decisions less analytical and based on more emotional factors.

But the financial crisis has sowed anxiety and suspicion between the actors of the capital market and has changed the form that the clients and the talent take his decisions. And this can mean an opportunity to be done by a top market share, to create a new category, or to generate an allegiance that the crisis period will come out

Nevertheless, these strategies are not easy to design, to help. An attitude extended between the agents, especially those that have developed his entire career in an organization, is to believe that they know the market and that it is known so well that do not need investigation to understand the processes of decision of his Home interest groups. Although this is a cardinal sin in stability times, it turns in burdensome into crisis times.

What can we do like mark agents in crisis times? Although there do not exist universal recipes that we could apply in these cases, yes there exist some lines that it is convenient not to forget when we design our strategy of mark of future:

1. You will know to your hearings, now more than never.
2. You will prioritize your investment, your budget is limited.
3. You will communicate better, internal and externally.
4. You will not spare effort in quality.
5. You will emphasize the values of your company.
6. You will manage the short term, without losing of sight the length.
7. You will be prepared to prove the comeback of any initiative of mark.
8. You will be prepared to assume the risks that this new situation implies.
9. You will train your personnel to serve to your client better than never.
10. You will explain in detail any reduction of investment in research, development and innovation.